Managing the conflict between a personal brand and a corporate brand
May 21 2010Everybody has a manufacturer regardless of whether they like it or not. I’m not talking concerning the clothes you wear or the car you drive either; that’s certainly part of it. The manufacturer I’m referring to is your attitude, how you carry your self and also the perception that others have about you; not that you’ve of your self. Do you possess a mediocre manufacturer or one that’s stellar and stands out from the crowd? Whatever the case, your individual manufacturer is really a direct reflection on the organization you function for; particularly with this new dynamic known as the social web.
Some might say that there’s no conflict, but I beg to differ. I have worked for some truly big manufacturers and over time built up my personal individual manufacturer simply because of it. There’s usually a possible conflict but there’s also a method to manage it effectively.
The individual manufacturer
So you’ve got a new gig, you report into duty, join or lead a team after which you need to determine how you can deliver worth to your clients. Worth can mean just about anything nowadays particularly should you function in social media in some capacity. Along the way, you develop your abilities; earn some street cred, gain several thousand Twitter followers after which begin speaking at events. And if you’ve got a great head on your shoulders you’ll determine how you can differentiate your self from your co-workers. Perhaps you begin a blog, podcast or do some thing insanely amazing that gets you quoted within the media. At the end from the day, you turn out to be your new manufacturer and you’re lovin’ life.
The corporate manufacturer
The corporate manufacturer is much larger than you. It is most likely older than you and it certainly has a lot more coin than you. They’re backed by investors, engineers, executives, lawyers, shareholders and other truly smart individuals. They’ve been around for a really lengthy time; lengthy prior to you existed and will most likely outlive you too. Yeah, they might go via several logo changes and perhaps even an acquisition or two but they aren’t going anywhere. Not anytime soon.
They hired you for a reason; to be amazing. I can only assume that the work description didn’t say some thing like “have a powerful individual brand” under the work requirements. And I’m nearly particular that the recruiter didn’t tell you “as a result of working for our organization; we are going to assist you produce your personal individual manufacturer.” But being the smart cat which you are, you did it anyway or perhaps it just happened by accident.
Now when the individuals inside your inner circle believe concerning the manufacturer; an image of you pops in their head. Perhaps it was a conversation on Twitter, Facebook or some other on the internet interaction. The manufacturer isn’t just you anymore; it is a hybrid between you and also the organization you function for which is where the possible conflict can begin.
Mending the two together
Building a powerful manufacturer means leaving the ego at the door. Egos complicate every thing and most corporate manufacturers don’t do nicely with them. Having an ego will trigger the legal and PR departments to watch you like a hawk and monitor every thing you say or do on the internet. Why? Simply because egos possess a way changing the context and meaning of a word. It also clouds judgment. I believe we all have egos, but it is essential to maintain them in check.
Blatant self-promotion is an example of what NOT to do when talking concerning the corporate manufacturer. If all you do is spam your community about you, there’s a issue. Instead, try and supply worth towards the community. Be relevant. The very best piece of advice I can give would be to “say what you mean & mean what you say’ AND don’t pretend to be some thing you’re not. Liars are usually exposed on the social web and it can even get you fired if you’re not careful.
Be smart when you communicate and don’t forget that others’ are watching. Should you build the corporate manufacturer the smart way (i.e. say what you mean, mean what you say, supply worth), your individual manufacturer will grow and grow with credibility. You’ll turn out to be a trusted source of information; perhaps even a subject matter expert concerning the organization you function for.
It is truly not hard should you pay attention and believe prior to you speak.
And for those with egos – unless you build an app that solves world hunger, please don’t invite me to “like” you on Facebook. I’d much rather just be your friend.
Michael Brito is the Vice President of Social Media for Edelman Digital. His experience includes working for major manufacturers in Silicon Valley to include HP, Yahoo! and Intel. He can read his latest commentary on his social media blog or follow him on Twitter.
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