"Personal Branding" is hot.
And I confess...I have jumped into the media flames too, teaching many workshops about personal branding. And offering personal branding services for clients. And hell, here I am even blogging about personal branding.
Everyone from your local babysitter to your fave Real Housewife has a personal brand.
But what we seem to have forgotten is that the essence of a product or service brand is the VALUE it delivers to the customer. Coke is a great brand because it refreshes. Citibank is/was a great brand because it never slept (until, of course, the bank crash -- when it developed narcolepsy and lost a good deal of my retirement funds). Truly wonderful brands have a benefit (or at least a stated benefit) that helps, entertains, inspires, delights, or soothes human beings or businesses.
True rock stars have strong personal brands because they get people out of their seats dancing...or weeping and swaying because their words bring back sweet memories. Faux media rock stars simply blah-blah-blah about themselves and the fact that they have powerful personal brands.
So, as you develop your own "personal brand" make sure you are not just unique -- but also helpful to others. And be mindful of the fact that a truly great brand is not just memorable for the length of a clever tweet or a YouTube video or a cat fight on BRAVO...it lives on in the hearts and minds of others. Like Narcissus, be careful not to drown in the rapture of your own image!
Best global brands (oh no...I'M not on the list! :)