the thinkosaur.com essays – december 2009
Building the Brand Called You
We are CEOs of our own life and to thrive in business today, our most important job is to be chief
marketer for the brand called You.
Something's happened with the overwhelming advent of the
social web. With the organization and distribution of our
online social graph - personal and professional, we are now
part of one large megastore - out there on a shelf for people
to look at and judge. And the rise of the new brand
ecosystem only means that while you strive to do your best
at the workplace and build a remarkable track record, you
also need to "establish your own micro equivalent of the
It's time for you – and me – to take a leaf out of the marketer’s handbook that has helped create
megabrands. To stand out in the new world of work, regardless of the business you are in, you need
to understand and accept the importance of branding. We are CEOs of our own life and to thrive in
business today, our most important job is to be chief marketer for the brand called You.
When you decide to make that next switch, a stronger brand You will put you in a better bargaining
position – whether it is an employer or an investor on the other side of the table.
Brand You will be dictated by your network – your circle of influence – your Google résumé – your
LinkedIn profile – your Twitter handle – your updates on Facebook – your posts on a personal blog
– your presence on the social web. The good news is that you have the power to control each of
these tools – after all they helped a hitherto unheard of senator named Barack Obama rise to the
most powerful position in the world.
So, how do you get started? – Irrelevant.
Where do you get started? – Irrelevant.
No matter how and where you get started, start now. In Tom Peters’ words:
“It's this simple: You are a brand. You are in charge of your brand. There is no single path to success.
And there is no one right way to create the brand called You. Except this: S