Branding Me

Branding is something I have been doing now for over thirty years. Back in the day this was simply referred to as logo design.

Back then I would meet with a client to discuss their ideas and goals for their particular logo and then sketch out concepts with pencil and Bristol board. Now with the advent of computers and graphics programs this process is more streamlined, but I still utilize the old pencil and paper.

As an artist of the old school I have found myself sometimes baffled by the technology age. Nowadays there is this huge push toward SEO, marketing, and networking. There are terms like target audience, demographics, market analysis, and commercial design theory. For me this all seems like a bunch of backwash. True that these all have valid places in the development of business (both on- and off-line), but for me I love to adhere to the older and more simpler methods.

You need a logo (or brand). You find a logo (or brand) designer. You talk. You share insights, ideas, concepts. You get your final design. You're done.

Now that's a pretty simple process, at least it is for me anyway. I find that in most cases it's people that over complicate things. It doesn't have to be this way. A brand is an image that represents your company. It has certain qualifications which are based on what you sell, who you sell it to, and why. It's not rocket science. It's you and your client working toward a common goal; to develop an image that satisfies all the above requirements for their particular needs.

Ultimately it was branding guru Tom Peters who spawned the personal branding movement with an essay that appeared in Fast Company in 1997 under the title The Brand Called You. Peters writes, "Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me, Inc. To be in business today, our most important job is to be head marketer for the brand called 'You.'"

These days with the social media craze and all the sites that offer interaction (both business and personal) there is an opportunity to develop another form of branding. People are visually-driven creatures. The success of Apple is mainly due to all the fluid eye-pleasing images they use on all their products. People eat this stuff up. So it only figures that we should use the same methodology when it comes to branding ourselves.

Brands like Nike and Starbucks prove that the product they sell is less important than the brand they market, and the same idea can be applied to image marketing. Imagine yourself as the brand here. You already have a logo to represent your company—now you need a logo to represent yourself. This can be done in a couple different ways, with a relevant image (something associated with your company) or with a characterized avatar design.

Most people like to use photos of themselves, but I try to discourage this practice when it comes to personal branding. Why? Photos are great for blog about pages, but not for online identity. Can you imagine the success McDonald's would have had if they'd chose to use a photo of their CEO instead of the golden arches?

Here is an example of what I'm talking about. Derek Semmler helped me do some coding work on Doug Draws and in return for his kindness I made a characterized avatar for him. Derek wanted to brand himself with a unique image that he could use on his new web site.

Also, Derek was originally using a photo of himself as his avatar on the sites he frequents. Now he uses a specialized avatar, which I designed for him. Which one would stick in your mind?

The reasoning behind this "branding me" strategy is simple; by creating a unique image for yourself you create a personal brand that will stick in the minds of people and also convey a message about who you are and what you do. This is the definition of online identity development. It's what made the swish symbol of Nike so famous. Those golden arches. You want to do the same.

Hopefully this article has inspired you to create your own unique personal brand. Are you already using a proven brand for your image? Has it been successful? Let us hear about it in the comments.