Whether you like it or not, people DO judge a book by its cover. Fact of life.

Just as you wouldn’t apologize for brushing your hair or brushing your teeth in the morning (in fact, it would be embarrassing if you didn’t!), one also shouldn’t need to apologize for wanting to present themselves or their business in the best possible light.

If you are the face of your company or the passion you wish to share with the world, making a good impression is that much more important. And it better be an effective one!

Professionals with poor brand images suffer the consequences or at best, are simply ignored. Just like companies and products. One could have the most impressive list of experiences and talents in the land; a company could provide the best services and products ever seen but with poor branding the perception will be less than the reality. And no matter how successful they may already be, they will be penalized. Perhaps in ways not readily seen, but they will be penalized nonetheless.

People can always be more successful; businesses can always have a larger following. There can always be “higher quality” clients that are more aligned with your passions; your unique talents can always be shared with more people; your beliefs can always have a greater impact.

This is important because it is part of the human condition: we want to do better. It is innate.

Is “personal branding” becoming a dirty word?

“Personal branding” is the buzz word tossed around these days for creating a palpable presence that gets noticed in a busy, distracted world. Important stuff for those who, just like any business or product, have a desire to let the world know “what they’ve got”.

Over time, popular buzz words (as in “buzz word” itself) always seem to create a backlash. It happens to media stars who rise to the top only to crash and burn later, becoming the next fallen star. Naysayers of personal branding seem to focus on those who build false images where real substance is lacking. True, there are many. But I believe there are many more who are looking for the best, most honest representation of themselves that will simply get them noticed. 

It is quaint to think that a good reputation and doing good work is in itself enough to get noticed. I have been guilty of that myself only to see the “talkers” get more recognition. The same is true of those who know how to self promote, including branding and other tactics to get noticed. As a sales executive revealed to me early in my career, bullshit sells. I think those with substance also deserve a fighting chance.

When it comes to an individual whose name is the same as their business name or who’s product or passion is closely associated with them, it only makes sense to make their personal name visible and recognizable. It is the only way to get attention for whatever it is you desire the world to know and increasingly so in such a competitive, noisy world. Being good is not enough.

Rebranding personal branding 

Maybe it is simply the talk about people as “brands” that gets some people’s underwear in a knot. Personally, I preferred the term “corporate identity” a lot more before everything became called “branding.” Before then, brands were things like “Tide” and “MARS Bars.” But at some point in the 90’s, it was all suddenly called “branding.” Fine.

Admittedly, the word “branding” itself can have as many negative connotations as it does positive ones. We have learned to live with the term as it is applied to big consumer companies and products. But when we apply the term to a person things tend to get muddied. 

Done correctly, what we call personal and business branding should get to the essence of who and what you are, embodied in all the ways one engages with your customers, audiences and communities while encapsulated in a simple but powerful brand image that resonates with people. Nothing more, nothing less. 

In fact, this process should be one of the most honest things a person and/or business will ever do. It takes self analysis and uncommon self awareness. Possibly even a gut check. Then it takes more guts to lay it all out there for all the world to see. One’s “brand” should say “this is who I am” and “this is what I stand for.” Clearly, compellingly, powerfully.

But maybe a new name is needed since the word “branding” can imply, among other things, a false image like so many of those created by legions of ad agencies, merchandisers and downright hucksters that advertise and sell products through crass commercialization and manipulation. We are in a new era of social engagement where people have a voice and reject any sign of being sold to. Perhaps “personal branding” just doesn’t cut it anymore.

If personal branding were instead called “one’s true self, encapsulated so others understand what you’re about in a quick glance” or “ your earned reputation, honestly represented and packaged in a well-defined, simple, recognizable identity,” maybe it wouldn’t be vilified the way “personal branding” is starting to be by some people. But those names suck. Perhaps personal branding itself needs a rebranding. 

“Self-potential declaration.” I’m sticking with it.

So what do you think about “personal branding”? Do you think it needs a new term or is it just fine the way it is? I would love to hear what you have to say in the comments below.

This post was inspired by a Twitter conversation and friendly debate I had with Olivier Blanchard, author of Social Media ROI. My partner, Peggy Fitzpatrick, created this Storify which captures much of that discussion and I think you will find it very interesting: Personal Branding.

Many brands are caterpillars, lounging and crawling along without a clear message and without direction. But realizing this is just the first step to progress, next comes the cocoon stage in which dreams begin to be shaped into something palpable — a dynamic brand that commands attention.

The planning phase sets the stage for your brand, supporting its evolution into a butterfly. Once your brand’s core message is in place and your unique story is defined; once you determine exactly whom you want to engage and what you want to accomplish: it’s time to spread those wings and fly!

Many brands fall short and fail to execute properly. Don’t skimp on these final steps — refine your image and turn it into a dynamic brand force! A carefully-executed, smart design will polish your brand and give your message the professionalism and oomph it needs to make one clear, powerful statement. A well-crafted brand takes everything you are and distills it into one succinct, compelling message that is packaged in a way that slices right through today’s busy, noisy world.

Consistently used throughout all of your media touch points, both online and offline, your fully-evolved brand will speak with the same, unified voice no matter where it appears. The hard work of your brand evolution pays off in its authenticity, it’s clarity of message, its focused strategy and its intelligent design that is both appropriate for your audience and packs a punch.

But remember: your brand cannot forego visual impact! So much more than trite decoration, it is what delivers your message and gets your brand noticed. Strategy and message alone won’t cut it — a strong brand will unify both for an effective, integrated program in both traditional and new media.

Just like the most wonderful of butterflies, your brand needs to soar and captivate its audience. The wind beneath its wings is your carefully crafted brand message that comes only from determining who you truly are and what you really want.

Design built upon strategy: the secret sauce to becoming a beautiful butterfly and for realizing your full business potential. Now fly!

This post first appeared in Business 2 Community.

Once your brand has passed the caterpillar stage of being stuck and it’s not sure of the best way forward, it is time for some serious evolution! This begins by defining your core values.

Take the time to assess, evaluate and examine the unique elements of your brand that will transform it into a beautiful butterfly. There is no rushing and skipping the cocoon phase. Think and reflect — what makes you and your business special? Try to go beyond the obvious to get to “a new obvious”. Ask others what they think and listen to what they have to say. The answers may surprise and even enlighten you.

Perhaps using self-evaluation tools will help get to the root of who you are and what you do. No doubt, this is not always an easy process. We become so used to who we think we are and what we think we do, that it can be difficult to see past these preconceived notions. But soar beyond the obvious you must, because that is where the sizzle is that will set your brand apart from the rest.

Shape a dream into a reality by defining clear goals. After allowing the proper time for self-reflection and determining the best, unique you, make sure that your goals are realistic and sustainable. Be clear and defined. Don’t let things just happen anymore and don’t be fuzzy — that’s for caterpillars! Let the spark and sizzle of your ideas inspire and invigorate your brand. Take charge now and make it happen!

Honing your core values and unique story into a sharp, clear, concise message will take you to that next level of brand evolution and growth. No more waiting on a branch searching for that next leaf to eat! Plan your metamorphosis into a dynamic brand by:

•  Defining your core values
•  Finessing a dream
•  Creating your message

Next? Become a butterfly.

There certainly seems to be a lot of interest in logos these days! As evidenced by Pepsi, GAP, Starbucks and others — people love to shoot down logos.

I find this phenomenon fascinating. I always thought logos, as important and visible as they are, were mostly ignored by the public at large. Vying and wrestling for our attention, they are just there, in all their crass glory — contributing to so much of the visual clutter we see every day. People generally tend to program themselves to tune out distractions — as a kind of coping mechanism.

It’s no secret that social media has given voice to the legions of people looking to express themselves. But where is this passion for logos coming from? Is it new or has it always been there? We know how much brands can mean to people, but logos? Has our capitalistic society so consumed our consciousness that we are now “one” with our consumerism, and logos really are like old buddies? 

Or is it something else? Is it simply a herd mentality that mobilizes and propels us to start throwing darts? It’s all in good fun, right? Logos are easy targets — simple, little defenseless visuals that they are. If we know and relate to a brand, perhaps we feel it’s our god-given right to criticize. After all, it’s our hard-earned dollars that made them who they are, right?

I’m guilty too

When it comes to logos, I’m as critical as anyone. With the GAP debacle, I was right in the thick of it and spewing my opinions. As a professional designer/creative director, there were real concerns — not just about the logo per se, but also about the process itself and how a major corporation was going about its rebranding while devaluing the design profession. 

Recently, Starbucks has also raised passionate discussions about their plans for a logo change. Again, the comments have been overwhelmingly negative and harsh. 

But I find something here very telling: with Starbucks, those in the professions of design and branding seem much more measured in their criticisms. The broader public, though, seems just as angry and snarky as they were of GAP. It’s open season on logos again — no distinction is made between the two experiences although both are somewhat different. I have witnessed this same behavior on several of my own logo projects over the years.

Pros and cons(umers)

As professionals, we tend to be analytical in our assessments — exploring the rationales behind the solutions; paying attention to the overall objectives and strategies. But for casual observers, the reaction is just a natural response. They either like it or they don’t. Are these the opinions then, that are “more real” in a way? Aren’t these the same people who will be reacting in the marketplace and making purchasing decisions? They certainly won’t be giving logos very much thought when buying their jeans and Grande Lattes.

Do the experts really know something more?

I think what it comes down to is this: When a logo and new identity program is rolled-out, it is usually done in a strategically deliberate fashion — planned just as carefully as the design phase. Logos usually aren’t just foisted on the public who are then asked what they think. At least that’s not how it used to happen.

Recently though, and partially enabled by Facebook and Twitter, some companies seem compelled to let the cat out of the bag early, before the logo has been given a proper introduction. Surely, companies know this will invite criticism, especially in this climate of logo-bashing. Maybe all they want is early buzz, even if it’s negative. They probably see no harm in crowdsourcing opinions in order to head off any problems early on. But does this in itself invite problems? At the very least, it is likely to produce inaccurate feedback.

Give change a chance

Whatever the case may be, it is clear that people have fun shooting down logos. But if people were given the opportunity to let them breathe, the result might be different. People don’t like change, so abruptly foisting a new logo on someone cold welcomes a negative reaction. 

It is common for logos to grow on people with time. As they gain familiarity, good logos fit naturally with the rest of the branding strategy and then all the rest starts to make sense, propelling the brand to new successes. When executed well, the change is noticed but not obtrusive. Hopefully, it’s never off-putting.

Many companies, especially larger ones, are notorious for possessing insecurities, particularly around identity change time. They like to test the waters. Understood. They also like publicity. 

But perhaps these branding changes would meet with less resistance if companies stopped jumping the gun. And for those who just like taking aim at logos, maybe they’d be a little less trigger-happy if the poor little things were given more room to live.