Companies that ‘invested’ in an ad for this year’s Superbowl were paying $5 million for 30 seconds, that’s over $160,000 per second and then up to an additional 25% was being spent on advertising to promote the advertisement!
The commercials and the half-time show are for many the primary reason they watch the game. Some people even plan whole parties around the ad breaks rather than the game itself.
Next year will see the 20-year anniversary of the Fast Company magazine article “The Brand Called You” by Tom Peters. This was two years before his book series, which included “Brand You 50” were published. Most recognize the article as the ‘birth’ of personal branding or at the least the first time that the concept of having a personal brand appeared on the business radar. When you Google “Brand Called You” the article still appears at the top of the rankings. Read the article here
Many people still minimize the power of personal branding and some label it as egotistical and ridiculous. The criticism is legitimate towards those who have likened branding yourself to branding a bar of chocolate. In fact, the intention is to show the contrast between a person and a corporation when it comes to branding.
It probably took ten years after that article, for the notion of owning your personal brand to be embraced as an accepted way of managing your career, business, and even life. Celebrity branding has exploded with constant exposure and an unquenchable thirst for more. This leaves many people feeling inadequate unless they too garner the same visibility. Sadly credibility can sometimes take a back seat.
Social media has been both a blessing and curse and can be blamed for some of the hype, expectation, and disdain that personal branding attracts. But fault can also lie at the feet of the ‘gurus’ and experts who tell you to “Fake it until you make it” or encourage you to turn your social media streams into a one-way flow of personally branding me, me, me that should never be turned off.
When it comes to personal branding the one question I always get is
Since the advent of social media, I doubt there have been many events that have garnished as many comments, engagement, and mainstream media column inches as the US Presidential election, and in particular about Donald J. Trump.
I have often cited Trump, the businessman, as an example of a strong personal brand. He often followed the three C’s of branding – Clarity of message, Consistent delivery of that message and Constantly working at getting that message heard and noticed in his business dealings.
Without getting into an intense political debate, it could be argued that he delivered on the latter in his political run, but missed the mark on the clarity and consistency.
There is going to be a lot more said and written about this election, his presidency, as well as the hours spent analyzing why and how he became the 45th President of the United States.
So what were the plus and minus aspects of his campaign from a branding perspective?
Imagine standing at a local networking event and every second that passes, two more new people walked in the door. It would soon get packed!
This is exactly what is happening 24 hours a day on LinkedIn as 7,200 new members join ever hour. As the world’s largest professional network, with over 450 million members, LinkedIn offers a huge global business opportunity.
But can it be useful on a local level and can it help you build new relationships and grow your business or career? Yes!
LinkedIn is business focused unlike Facebook or Twitter where the lines are blurred. On LinkedIn it is understood that you are connecting for business purposes. Around 40% of LinkedIn’s 12 million Canadian members live in Ontario. A simple postcode ‘Advanced Search’ can connect you with people as close as a 15 km radius to your location or target area.
You can also search by industry, company, job title and specific keywords to accurately pinpoint the connections your business needs. It is important for you to be very clear about who you want to connect with and why.
With that in mind, here are my TOP TEN ways to use LinkedIn effectively;