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  • 3 Common Branding Mistakes of the Digital Age

    Most professionals and business owners who use social media don’t have a grasp on branding. They didn’t go to school to learn it and it’s not their strength.

    Branding is how you define yourself with the goal of being distinct from other people or companies. Your name, your picture and your content define who you are online and they make up your digital trail that people can follow if they’re interested in you. Since there are so many people online vying for attention and success, it’s become harder to build a unique and interesting brand.

    It’s easy to make mistakes online because you get so wrapped up in connecting with new customers and technology, both of which are changing constantly. By taking a step back and analyzing your current strategy, you can be more effective, save time and stand out in the sea of Internet clutter. Here are the three most common branding mistakes I see companies commit:

    To read the rest of this post, visit my branding column on American Express OPEN Forum.


    Dan Schawbel is the founder of the Personal Branding Blog. Subscribe to his updates at Facebook.com/DanSchawbel.


    Dan Schawbel is the Managing Partner of Millennial Branding, a Gen Y research and consulting firm. He is the New York Times and Wall Street Journal bestselling author of Promote Yourself: The New Rules For Career Success (St. Martin’s Press) and the #1 international bestselling book, Me 2.0: 4 Steps to Building Your Future (Kaplan Publishing), which combined have been translated into 15 languages.

    Posted in Corporate Branding, eBrand, Personal Branding
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    One comment on “3 Common Branding Mistakes of the Digital Age
    1. avatar

      I agree with you three excellent points, Dan.
      1. Too broad – yes, good branding demands focus.
      2. Clamming up – yes, the right branding will guide you on how to hold conversations in an authentic voice.
      3. Vision – yes, a strong brand will reflect an authentic purpose beyond capturing $$$s.

      To be fair, if “…professionals and business owners who use social media don’t have a grasp on branding” it’s at least partly because Branding is often made over-complicated, over-expensive and over-time-consuming.
      Many well-proven tried-and-tested Brand Positioning models, familiar to those us with ‘big businesses’ experience, can be made more accessible and affordable to all. For Branding (including Personal Branding), we’ve been successfully using these models within a Lean approach, making them simpler, faster and affordable.
      It’s good to see advice like yours that emphasizes the importance of taking Branding seriously.

      Sandra Pickering

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