Personal branding is about building a tribe of raving fans
Yesterday I took everyone out to our favourite spot on the Akamas
peninsula, to enjoy a nice dip in the clear azure waters.
There wasn’t enough wind to go windsurfing, so I delved into a book
that had been recommended to me by Suraj Sodha, one of our
speakers at The Local Business Marketing Summit.
The book is called ‘Brand Against The Machine’, and it is by
personal branding expert John Morgan.
(While on the beach, I filmed a 5-minute video where I talk about this
book. You can watch it here: http://www.youtube.com/watch?v=V86qcWjJn4A)
John says: “People are bored to death with the way brands market
themselves. [...] People do business with people. They engage and
connect with people. Corporate branding is no longer an effective strategy.
Take Ford Motor Company for example. Ford is doing a good job of
letting us know the people behind the logo. Scott Monty is building
relationships with people and is a brand within a brand.
The Ultimate Fighting Championship, or UFC, really understands how
personal brands can connect with their fans. They are encouraging
their fighters to tweet as much as possible. Dana white, president of
the UFC, is giving them incentives for doing so. The understand that
personal brands from their fighters reinforce They are giving their fans
a chance to connect and engage with their favorite fighters.
[...]Your goal is to position your brand as the top authority in your industry,
to be seen as a valued resource rather than another service provider.
Personal branding is about building a tribe of raving fans.”
This last sentence reminds me of how I’ve been harping on and on about
how important ‘listbuilding’ is, of course, but it also reminds me of
something I read on Tim Ferriss’s blog about getting ’1,000 True Fans’:
“A True Fan is defined as someone who will purchase anything and
everything you produce. A creator, such as an artist, musician,
photographer, craftsperson, performer, animator, designer, videomaker,
or author – in other words, anyone producing works of art – needs to
acquire only 1,000 True Fans to make a living.”