The Golden Age of Individualism
William Arruda and Kirsten Dixson have written a great op-ed about the rising value of personal brands in business. They also offer a handy calculator that helps assess your online profile.
Personal branding isn't a new idea. As the two say, Tom Peters wrote about this 10 years ago. It's hard to believe it has been that long.
Of course, even before it became a popular online, personal brands dominated the sports world. Think Aaron, Namath, Jordan, Marino, Montana, Navratilova, Reggie, Nicklaus, Comaneci and it conjures up famous images - e.g. number 12 walking off the field at the Orange Bowl shaking his finger with a "we're number one."
The difference between then and now is that it's easier than ever before to become a micro celebrity. It still takes talent and hard work, but really anyone can do it. The benefits are certainly nice, yet it certainly does come with challenges - usually in the form of external detractors (whom I call distractors).
Beyond "micro fame" if you will, the rise of personal brands really reflects something deeper in society that's changing. In American culture in particular we have always been proud of individualism and expression. Before Web 2.0 we might dress a certain way or do something to stand out. Nowadays, that happens online and it's being driven in large part by the maturing of the Net Generation - Gen Y.
Individualism today means so much more than having a micro brand. For most it's about using the web to flatten the playing field so they have the freedom to chase passions and live their lives, their way. Sometimes this comes even as one continues to work inside a ginormous company. Hence the rise of corporate blogging, The Four Hour Work Week, Web Workers, 20% time and a workplace that need not have a place.
Individualism is as old as American ideals, though it's certainly not a global phenomenon. However with the Net Gen taking over the work force, the value of personal brands will continue rise and perhaps be a prickly force to be reckoned with. This means big changes in the workplace and a critical importance for everyone to be team players even as their stars rise online. It also means that personal brands will become unofficial spoksepeople at times (perhaps involuntarily).
Still, something big has changed. It's ok if you're not vanilla. Maybe more of that will rub off on more companies too that have big brands under their roofs. Taking chances can be good. As Richard Edelman, my CEO, says, you can only learn by skiing downhill.
