Monthly Archives: November 2011

An Introduction to Branding and Personal Branding Online


Personal branding isn’t very different than your typical fare of company branding and branding you see for products and services.

What is “branding” you say? Well glad you asked! The AMA (American Marketing Association) defines a brand as a “name, term, sign, symbol or combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”

But the definition has obviously now been extended liberally into other areas and studies have shown that there’s a deep psychological and emotional component to branding as well – and those that illicit emotion are the ones that you find yourself extremely passionate about over and over and over again. This, actually, is the quality result of good branding.

Here’s another list that typically gets passed around:

  • Name: The word or words used to identify the company, product, service, concept
  • Logo: The visual trademark that identifies the brand
  • Tagline or Catchphrase: “The Quicker Picker Upper” is associated with Bounty; “Can you hear me now” is an important part of the Verizon brand.
  • Shapes: The distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle are trademarked elements of those brands.
  • Graphics: The dynamic ribbon is also a trademarked part of Coca-Cola’s brand.
  • Color: Owens-Corning is the only brand of fiberglass insulation that can be pink.
  • Sounds: A unique tune or set of notes can “denote” a brand: NBC’s chimes are one of the most famous examples.
  • Movement: Lamborghini has trademarked the upward motion of its car doors.
  • Smells: Scents, such as the rose-jasmine-musk of Chanel No. 5 is trademarked.
  • Taste: KFC has trademarked its special recipe of 11 herbs and spices for fried chicken.

I know for myself that the Apple brand is one that I’m not just passionate about it’s one that I do something about: I tell other people about them, I evangelize their products, and I even create legacy with the brand as I share them with my two children. The power of branding is undeniable!

And the fact is that we encounter them all the time wherever we go and it’s been often cited that the average, everyday person encounters between 1,500-3,000 advertisements (and brands) per day.

Just think of that! That’s an incredible amount (if true) but marketers and brand experts understand that’s there’s a different between “seeing” them and “exposure” or “acknowledgement” of the actual advertising campaigns and brands.

Does all of this translate to the online space? Absolutely.

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Personal Branding: Managing Your Online Equity with Excellence

Image via iStockPhoto.

I’m no expert when it comes to such things are marketing and branding, as typically understood in industry standards, and I’ve never held a job where the core role and responsibility were those two things exclusively so if you’re looking for a textbook overview then you’ve come to the wrong place pal!

But, I do know a thing or two when it comes to personal branding online, or the art and science of managing your online equity in a way that’s comprehensive, accurate, fair and naturally a good representation of who you are and who you want to ultimately attract.

What you can expect in this series is a look at how I think globally about my online personal brand, the tools and techniques that I use to manage and control it, how I curate positive feedback and how I dismantle the negative, and how leverage it as a tool for conversion for my business and financial bottom line.

I hope you enjoy! Here’s a loose table of contents that I’ll be following:

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WP Ad Center: WordPress Advertising Management Plugin

WP Ad Center has launched! What is it? It’s a robust advertising management system and plugin for WordPress-powered blogs.

Taking a look under the hood it looks to be pretty impressive with reporting features, campaign management, and even the ability to sell advertising directly to potential buyers. To a certain degree it’s everything that OIO Publisher does with the exception of the neat reporting and bar graphs.

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30% Off Standard Theme for Cyber Monday!

It’s worth noting that for Cyber Monday 8BIT WordPress Themes are 30% off, including the awesome Standard Theme (which I use here on this blog!). Just use the code BLACK2011 at checkout!

If there was any good time to get the full run of WordPress Themes that I completely trust to do the job as a professional blogger then it would be now. Seriously, get the WordPress Theme that has helped me become a pro.

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Do You Have Any Art in Your Home Office?

As I continually walk through the creation of my home office for blogging I realized that the walls are pretty darn bare – in fact, there’s nothing on them at all.

I was wondering if the community here had any suggestions as to what I should hang (if anything) on my walls? Local artists? Famous pieces of work? My own children’s genius masterpieces?

Love to know your thoughts!

[This is part of the Problogger Home Office Series.]

NoFollow on Comments?

This is what how I feel about the nofollow comment debate...

One question that I’ve been asked more than a few times is whether or not I use nofollow on my comments and what I think about those that choose to do the opposite and let PageRank flow via the comment layer.

I’ve already shared some of my thoughts on nofollow in general as well as the use in the comment layer but I’d thought I’d add a few more thoughts here to address it directly but not before I tell you that I generally think this argument and debate is old and boring – that’s why I put an elephant on my face.

What does an elephant have to do with it? Exactly. So here are my thoughts:

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