top of page

This Article Goes to 11

Spin the Bottle

Personal Brand.

If you live online, go online or know someone who does, surely you’ve heard this overused and overhyped term. In fact, I venture to say that if you were to play a drinking game where you took a sip every time you heard someone mention cultivating a “Personal Brand”, you’d be hammered by breakfast.

And nauseous, because, enough already with that nonsense.

So, to save your liver — and your livelihood — it’s time to reframe this. Forget Personal Brand.

What you need is a PERSONALITY Brand.

Embrace Your Differences

I have a current client in the finance industry. What they do is similar to many others in the space. So, as I’ve been helping them craft their language for the website, I’m constantly asking what makes them different. How is their service better than others? What products or philosophies are unique to them but will also attract customers? What is their Personality Brand?

I’m not going to share what that is here (you’ll have to wait for a future newsletter), but I want to encourage you to think about how you can stand out in your industry. What can you do or say that will make you special in a world of duplicates?

Be a Show Off

A Personality Brand is exactly that. Something that evokes personality. Who you are and what you stand for, but with something extra. Something relatable. Something real. It doesn’t hide or pretend to be something else, which a personal brand might. A Personality Brand is authentic. And as much as that word’s frequency could also get you wasted by breakfast, in this case I’m making an exception.

Something personal is, well, personal. It’s private. Something you typically don’t want to share with others. But personality — that’s who you are and what you show to others. Personality is for the world to see and how you express yourself, no holds barred.

And that’s what people crave and need to relate to your brand. No one wants something generic or milquetoast. Personality is how you stand out in a sea of sameness. Yes, you might be too much for some. But as we all know, if you try to please everyone you end up pleasing no one. Think about your favorite brands. What do they have in common? Chances are they're bold. Definitive. Courageous. Maybe even controversial. And yet, you're likely a die-hard fan. Because their refusal to fit in is exactly why you love them. They fit you and that's what creates affinity.

I Resemble That Remark

Why blend in when you can stand out?

Let’s be honest, I’m not for everyone. And that’s ok. My style is sometimes caustic and often overly casual. I’m direct. I use humor as a defense mechanism. But my best friends have been just that for more than 30 years. My audience is dedicated. My clients are repeaters.

Because those that value you, will truly value you. The rest don’t matter.

I want to dare you to be a little polarizing. Put yourself out there and know that you might lose some potential prospects, but you just might get dedicated fans in return. Turning off some in order to attract and retain those who love what you have to offer, will tell others about it and will stick around for the long term, is the holy grail of business.

Who knew that the chalice you needed to pick was Personality?

Are you ready to choose wisely?


bottom of page