I read with interest “Putting Yourself Out There on a Shelf to Buy” in the March 28th Personal Business section of the New York Times.  I was feeling vindicated when I saw the words “But what if I don’t want to be a brand? What if I don’t want to build a public image and network?”  Not that I agree with that philosophy… in fact, a good part of what I do involves representing the FlexPaths’ brand and company value proposition to corporations, consumers, investors (whomever will listen) on a daily basis.  I’ve read, rewritten, refined our elevator pitch with our team (and pretty much tortured those around me) what feels like dozens of times.  Do we have the right combination of words/phrases?  Is it relevant to today’s buyer?  Does it cause a visceral reaction?  Is it cleansed of corporate speak and $5 words?  Does it feature tongue twisters or alliterations?  You get the idea.  

But reading further, it isn’t only about the corporate brand, it is one’s personal brand and again to quote “if you don’t brand yourself, Google will brand you.”  How true, so true.  Just a few weeks ago, I was on a tirade, complaining to my husband that without my permission, one of my childhood friends (former, as you will see why in a moment) posted several quite unattractive high school pictures of me on her Facebook page.  Yes, all in fun and nostalgia, right?  But do I really need people seeing me in that G-d awful purple sweatshirt and bad haircut? And yes, it is now officially, according to the article, part of my online brand.  Then there was that day when I actually joined Facebook. My first branding decision in that venue  - which picture to post? I naturally choose the very professional pose featured on LinkedIn. Is that a mistake-should I have let my hair down and used a more informal picture, perhaps one with my husband and girls at the beach? Does that contradict the dominant brand I really want to surface? Am I creating brand diffusion which could transcend into the perception that I am goal diffused?

The questions and confusion continue. I hesitate, ponder, wonder in fear that my type A personality will take over my brand identity.  

Realizing that this very trait could impede me from not unleashing my whole, personal brand,  I stop, take stock and commit to letting my hair down – BEFORE SOMEONE DOES IT FOR ME!