In my blog post The Zuckerberg Brand I talked about the recent positive buzz that has surrounded Mark Zuckerberg, and how it has boosted the brand of the company he had founded, Facebook.
Paraphrasing myself, Facebook is known pretty much by everyone on planet Earth. Facebook’s business model relies on people to trust it with their data. If they trust the CEO, they are much more likely to trust the platform.
The blog post about Zuckerberg resulted in some friends’ comments posted directly on my Facebook profile. To summarize, there was general hesitation towards powerful CEO brands. One of my Facebook friends argued that the "CEO star syndrome would eventually hurt the company in question".
Sure, there are, of course, certain risks involved when you embark upon a thrilling mission of building your personal brand. This is especially true when you are an entrepreneur. You might doubt if it's the right strategy to be known for being yourself first, and only then for being a company founder and CEO. All kinds of concerns might be running through your head...
What happens if I build a lot of personal brand equity and then decide to leave my company? What if this will leave customers dissatisfied? And what if the business loses its appeal and its brand image changes and becomes worse?
There may be many what if's one could come up with. And here's my advice to you: dump the what if’s. Build your personal brand, and invest in it as much as you can. The Funky Brands philosophy applies also to your personal brand: it's better to stand out from the crowd than be like everyone else.
And hey, if you are a cool and famous person, it’s just so much better than the opposite, right? It will also help your business, too.
A couple of Funky Personal Brands of successful entrepreneurs that come to mind are Oprah Winfrey and Gary Vaynerchuk.
Oprah herself (www.twitter.com/oprah) has almost 5 million followers on Twitter! Her businesses, such as Oprah magazine and Oprah radio, have significantly fewer followers. However, Oprah might also tweet about her businesses from her personal account, so the cross-promotional opportunities between herself and her businesses are enormous.
Gary Vaynerchuk (@garyvee on Twitter) is a personal branding phenomenon. Gary grew his dad’s liquor store in New Jersey into a multi-million dollar online wine retailer by understanding the essence of social media. I think his secret is dedicated engagement with his customers and fans throughout social media channels, and an edgy personality that he’s not afraid to broadcast on the web.
He’s genuine, and it shows. He might not be everyone’s cup of tea, but his honest and direct style is impossible to copy. It’s key to his funky personal brand. Read Gary's tips on building your personal brand here.
So, dear entrepreneurs, understand who you are and what drives you. Get into your full personal power. But don’t set the goal of being liked by everybody -- this is not going to happen.
Simply be yourself, and express your passions. And then think of the best ways to get your personal brand known to others. You’ll have fun, and meet like-minded individuals.
And you know what? Your business brand may get an incredible boost from your funky self-expression. Have fun!