Business

What does your personal brand say?

Allan Johnson of Johnson & Tennent Chartered Accountants
Allan Johnson of Johnson & Tennent Chartered Accountants Janie Kayes

Take a look at the entertainment headlines today - you'd be hard-pressed to not see a celebrity engaging in some form of furthering their 'personal brand'. Some of these brands are carefully crafted - take the Kardashian klan, for example (and if you don't know who that is, go and Google them!). Every single thing these Kardashians do is carefully controlled as to portray a specific image to the world - and it works for them. So, why should your approach to your personal brand be left to chance?

Many years ago, I was stressing about a performance review which was to be conducted on the past five years of my academic career. A veteran of the process counselled me to the effect that as long as I 'kept my nose clean' for the year prior to the review, nobody would remember how bad I was for the first four years!

This was a valid strategy twenty years ago (not that I was that bad!), but unfortunately today it would be a different matter. The pervasiveness of social media and online activities means that there is a continuous archiving of your past behaviours (your personal brand), easily accessed at the click of a button.

As a business owner, you should at the very least be aware of what is out there with regards to your personal brand - if you're not actively taking steps to maintain or improve it. It is possible to establish a Google Alert to notify you when information containing a keyword (e.g. your name, your business) is mentioned on the Internet, in a blog, newspaper article or something else. There are similar features in most major social media applications.

By being warned, you are in a position to decide whether the mention is good, bad or indifferent, and then take action to protect your personal brand. While you're at it, you might like to establish an alert for your competitors. There are no rules against it, and if they're doing something right, you should know about it!

Like most things in business, you need to do this well, so you are faced with a choice. Learn how to do it really well, or work smarter, not harder - outsource to an expert. It is better if this type of activity is part of your overall marketing plan to maintain consistency and authenticity. You need to ensure that you outsource the function to someone who understands your local business and is willing to work with you to build your personal brand into something that can benefit your business.

Your personal brand could potentially make or break your business - if you claim to run a 'family friendly' business but are seen in inappropriate situations, it can be a public relations nightmare. You can be hailed or hung in social media!

The bottom line is - be careful what you post online. Once something is out there, it's very hard to take back, and could haunt your business activities for a long time to come.

Topics:  allan johnson, branding, opinion, small business


Stay Connected

Update your news preferences and get the latest news delivered to your inbox.

Power station overhaul gets underway

ACTION STATIONS: Callide Power Station general manager Roy Powell will call in about 350 extra workers over the course of the overhaul. Photo: Contributed.

$31 million boost begins today.

Turner Horse Therapy to benefit from rugby fundraiser

Bevan Turner (left) watches as a child gets used to sitting on one of his horses. Photo: Contributed.

Cockatoos help out local charities from 2pm tomorrow.

Valleys slump continues at Kin Kora

Valleys players grimace after a missed chance in an earlier fourth grade match.

Top third grade side goes nine rounds without a victory.

Latest deals and offers

Emily Cass takes two at Thangool

Jockey Emily Cass enjoyed a stellar day at Ford Park last Saturday, taking out the final two races after showing promise earlier in the day.

Power station overhaul gets underway

ACTION STATIONS: Callide Power Station general manager Roy Powell will call in about 350 extra workers over the course of the overhaul. Photo: Contributed.

$31 million boost begins today.

Turner Horse Therapy to benefit from rugby fundraiser

Bevan Turner (left) watches as a child gets used to sitting on one of his horses. Photo: Contributed.

Cockatoos help out local charities from 2pm tomorrow.

Valleys slump continues at Kin Kora

Valleys players grimace after a missed chance in an earlier fourth grade match.

Top third grade side goes nine rounds without a victory.

Campaign to boost Shire tourism

The Kroombit Tops cliff face as captured by the Sandstone Wonders drone. Photo: Contributed.

Sandstone Wonders strategy aims for drive market.

Theodore ready for a muddy good time

Contestants at last year's Mini Mudder event. Photo: Contributed.

Participants can register from 12pm tomorrow for the Mini-Mudder.

Talking whiskey with Jack Daniel’s master distiller

It all comes down to the distillery

SIXTY MILES AHEAD sign with Eclipse Records, prepare new album 'Insanity'

Sixty Miles Ahead sign with Eclipse. Photo Contributed

Sixty Miles Ahead to release new album on Eclipse

Thy Art Is Murder are killing it

See Thy Art is Murder on their killer tour happening right now. Photo Contributed

We talk with Thy Art is Murder about touring, babies, and new music

Date announced for Prince tribute concert

A Prince tribute concert will take place later this year

Matt Damon is taking a break from acting

Matt Damon is taking a break to spend time with his family

Police foiled terrifying 1m plot to kidnap Katie Price

Police foiled a £1 million plot to kidnap Katie Price and her family

Queensland's $1 town goes under the hammer today

The township of Yelarbon is up for sale.

Unprecedented auction of town's business centre with no reserve

Work starts on $15M Caloundra apartment building

Turning the first sod at the Aqua View Apartments site in Kings Beach are (from left) husband-and-wife developers Alex Yuan and Stella Sun with construction company Tomkins director Mike Tomkins and Councillor Tim Dwyer.

Developers excited about addition to Kings Beach skyline

72-year-old Coast developer set to start new project

GREEN LIGHT: The Cosmopolitan has been approved for development at Cotton Tree.

Meet the Canberran set to deliver another chapter for Coast suburb

Plans revealed for 1500-lot 'master-planned community'

Precinct will be bounded by Boundary St and Shoesmith Rd

Ecco Ripley sales run sparks prime release

MOVING IN: Sekisui House has announced the release of more residential blocks at Ecco Ripley.

Sekisui House is preparing to unveil more land at Ecco Ripley

The climb is slow but property on the way up

Michael Matusik, director of Matusik Property Insights.Photo Allan Reinikka / The Morning Bulletin

The improvement would be mild when compared to past cycles