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Hello. Welcome to Watermelon Social. Personal Branding for Social Media
If You Don’t Control Your Brand, Others Will
Why Promise-Based Personal Branding Matters
By George Stephan
Managing Partner, Watermelon Social
If you are having problems building new business relationships and new opportunities, you
should ask yourself, "Do I control my personal brand?" You might say, "Of course I control my
brand. I have LinkedIn, Twitter and Facebook pages, a biography and a website – plus I speak,
publish and stay in touch with my network through posts and email … you name it."
But that doesn't necessarily mean you control your brand. Because your brand isn't what you
say it is; your brand is what the public says it is. If your audience's perception of your brand isn't
what you want it to be (and, more important, what you need it to be) ... then you don’t control
your brand.
Want proof? Think of some of your competitors profiles on LinkedIn. What are the first words
that pop into your head? They might be "highly paid but worth it." They might be "attractive
but not reliable." They might be "old-fashioned and not cool." And if your descriptions are
pretty much what others say, guess what – that’s how those professionals are perceived and
branded. In the same way, whatever the public thinks of you right now (most first impressions
start with social media) ... that's exactly what your brand is.
So how do you get control of your brand? Start by understanding your brand this way.
A brand is a promise
A brand is not a logo or a tagline (although it may include these). A brand is not a mission
statement or a website (although it may be expressed in these). A brand is a promise you can
keep ... a benefit to your audience that is understandable, believable, delivers superior value
and differentiates you from the competition. Whatever your current branding efforts are
intending to do, they are perceived by your audience as making a promise. And if that promise
is not what you want to communicate, then you're in trouble.
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So consider doing research with your audience to find out what they think: what your brand
really is, what people perceive of you as promising.
And discover if you're standing out … in the way you want.
Avoid the commodity trap
Ask Seth Godin, business guru and bestselling author of The Purple Cow:
"You're either a purple cow or you're not. You're either remarkable or invisible. Make your
choice." Brands like Starbucks, Google, HBO, JetBlue and Amazon are so remarkable that
customers seek them out. Brands without a remarkable brand promise risk becoming a brown
cow, a cow like every other cow ... a commodity. Stand out among the 320 million+ LinkedIn
users, be a purple cow!
To avoid the commodity trap, try to have "only" in your promise. Here are some that have
gotten a lot of mileage:
"Volvo. For life." Only Volvo promises you the safest ride.
"UBS. You & Us." Only UBS promises global reach and individual attention.
"BMW. The ultimate driving machine." Only BMW promises you the ultimate
driving experience.
"MINI Cooper. Let’s Motor." Only MINI promises you an incredibly fun motoring
experience.
To really differentiate yourself, try to own the "next big thing" – the emerging benefit that
resonates with your customers. Fifty years ago car makers were afraid to talk about safety. But
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Volvo realized that the culture was changing, that drivers wanted safety and wanted to hear
about it. Volvo was the first car company to promise safety – and it has grown on that promise.
A personal brand builds a better bottom line
What does promise-based branding do for you? The first thing it does is build an emotional
connection between you and your audience. By saying this is what you promise, it says this is
who your customers are. It reinforces your customers’ self-image. It establishes you as the go to
expert. What flows from a personal brand promise? New relationships, new opportunities, new
business and a better bottom line.
How to develop a brand?
Start with a brand-promise assessment. From interviews with your audience and from a review
of your competition, you learn three things: What your audience wants. What benefits you
deliver. What your competitors don’t promise. Where these three circles intersect – that gap or
sweet spot – can be your brand promise.
Your Brand Promise
Where do you deliver your promise?
You deliver your brand promise at every point of contact with your audience. Start with internal
communications to your friends, family and business associates. So everyone knows and
internalizes your promise, and becomes an ambassador for your brand. Think of how Obama
won. Millions of his supporters internalized his promise of "Change we can believe in." When
these supporters talked with their friends, family and co-workers they stayed "on message" and
told people that’s why you should vote for Obama. In fact, to make sure everyone gets the
What Your Audience Wants
What Benefits You Deliver
What Your Competitors Don’t Promise
Sweet Spot
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consistent message (your promise); you might become your own CMO: Chief Messaging Officer.
Then you can lead with your brand promise in social media, personal and business websites,
outreach digital marketing, collateral materials, events and public relations. And sync your
personal branding with corporate branding where appropriate.
Case Study: Nicholas J. Davis
Nick came to Watermelon Social for personal branding to define and differentiate him from
competition in the world of clean energy and climate change preparedness. Nick is Managing
Director, Agrion Americas, the global think tank and business network for new energy,
cleantech and corporate sustainability. He has helped transform Agrion into a catalyst for
growth in the low carbon economy, bringing together change-makers in the public and private
sectors.
Nicholas J. Davis (Before)
Nicholas J. Davis, NEA (After)
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Watermelon Social developed Nick’s branding platform that included: a new brand promise
with a supporting story, a newly invented title: New Energy Architect (NEA), new photography
and background imagery to add to his stature in the clean energy industry, and optimized
business social pages. Nick’s “Building a New Energy Future Today” brand promise is
represented in this LinkedIn summary and in other social media platforms.
Building a New Energy Future Today
Nick Davis is an executive shaping today’s new energy architecture. At a time when the world
has reached a tipping point in the way we consume energy, Nick leads energy preparedness for
businesses, cities, states and countries. Dedicated to supporting a better and cleaner new
energy economy, he helps energy users do more with less, ensuring that future generations
have an energy surplus rather than an energy deficit.
Take control
Personal branding based on a great promise helps you today and positions you for tomorrow. If
you don’t take control of branding by making a great promise, your audience will continue to
brand you in ways you may not want – and to that extent your future will be out of your hands
and in the control of others.
About Watermelon Social
George Stephan is Managing Partner of Watermelon Social, a personal branding company for
social media. Watermelon Social is a division of Stephan Partners, a branding and digital
marketing company based in NYC.
Watermelon Social works with senior professionals and professional athletes who use social
media for business and who believe personal branding matters on LinkedIn, Twitter, Facebook,
etc. We are branding and digital marketing company with strategists, writers and
photographers who “get” social media. Our promise is to deliver personal branding to help our
clients build new relationships and new opportunities on the web, and beyond.
For additional information, visit www.stephanpartners.com or contact George Stephan at
212-524-8583.