I was skimming through Chris Brogan’s posts and happened across a post called: A Counterpoint to the Branding Craze. This caught my attention because I am a huge advocate for branding, in both the personal and professional world.
I have tried to use my blog to create a brand identity for myself and my company and it has been successful in more ways than one. In his post Chris talks about the concept of search being involved in the corporate strategy of most companies:
One of the reasons that I advocate content marketing, such as writing a compelling group blog, is that it’s an opportunity to build search equity. Writing about things that people might search for is a great way to find some new people at your door who might want a look at your product.
Content marketing should be in the personal branding plan of every business professional in America. There are a couple of reasons why I am strongly urge clients and businesses to dive into the realm of content marketing:
1. The Search
By blogging and writing about things that “people may search for,” you are creating a website (blog) that will hit the search engines with enthusiasm. When you have a site where content is changing regularly and you are writing about issues/services that people find important, you will find an increase in visitors to your site.
2. Authenticity and Personality
Consumers today want social media authenticity and personality behind a person and behind a company. If you are a stoned face corporation sitting in a corporate park somewhere and are NOT listening to your customers needs and wants: YOU WILL FAIL. The same concept applies to personal branding. By blogging and creating an area for dialogue you are telling your customers: I trust you. I want to hear what you have to say. This goes for both big business, small business, and personal branding.
3. Brand Identity and Value
People want to connect with brands on a level that has become as personal as a relationships between two people. A blog/content marketing allows you to start the romantic courtship of a consumer or a follower. This courtship can turn into a seasoned consumer that will spread your good message across the valleys and streams. Maybe even through their email. 
There are a multitude of reasons to start a blog and create a space where content marketing is king. Read more of Chris Brogan’s posts if you get the chance. He is a genius at laying out what it takes to create great, authentic content.
Author:
Kyle writes a regular blog at KyleLacy.com and is founder and CEO of Brandswag, a social media strategy and training company. His blog has been featured on Wall Street Journal’s website and Read Write Web’s daily blog journal. Recently, Kyle was voted as one of the top 150 social media blogs in the world (on two websites), and produces regular keynote speeches across the Midwest. He also just finished writing Twitter Marketing for Dummies by Wiley Publishing.
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You will fail unless you’re a government supported or protected company.
As consumers, we need to find a way to fail those companies firewalling us out.
Then go after the companies under government protection.
Then rip the lid off of government and get some real accountability.
BTW, AOL Email of all things had someone send me tweet back in response to something snarky I said about them. It wasn’t a bad thing, just expressed sympathy for the person dealing with it. I was very impressed. That certainly changed my impression of AOL.
Apart from brand visibility, regular, highly impactful content creates trust and enhances brand credibility Like Chris brogan says, you become a trust agent.
Thanks for this article kYLE
Chris Brogan is a great marketer. I disagree with your #2. Lots of huge companies don’t listen to the small customers and could basically care less about them. They are still stronger than every mainly because the customer has no choice but to continue using them. When you corner a market, they have no choice.
I really never realized how powerful social media was until a couple of weeks ago. I am now beginning to build my personal brand, but I am also going to take advantage to market my company with social media. Just getting your name out there as much as you can creates google juice and your product maybe something “people are searching for.” Great tips on how to get started.
[...] just finished writing Twitter Marketing for Dummies by Wiley Publishing. Source of this article: http://www.personalbrandingblog.com/3-ways-to-use-search-and-authenticity-in-personal-branding/ To be continued, your comments are welcomed… Al Hanzal Share and [...]
Great post, thanks Kyle!
I love blogging for other reasons, too: It builds credibility and demonstrates thought-leadership. I also like blogs as a sort-of “laboratory” where you can develop ideas and refine them into services, products, and differentiators.