• Learn How to Build a Powerful Personal Brand That Will Differentiate You and Allow You To Compete in the Global Marketplace.
  • Take Your Time Developing Your Personal Brand

    “Does your brand splash around and do cannonballs off the side of the pool, or do you dive straight in and swim with a smooth, steady stroke”?

    Rome wasn’t built in a day and neither will your personal brand, reputation or business. Trying to rush it, bombard people with it and be too much in people’s face is NOT going to make them notice you faster or get them to buy more consistently. In fact, think about all the emails and newsletters that you now block, delete and unsubscribe to.

    Information overload

    People tell me all the time they are starting to only follow and get emails from people and companies that really connect with them and provide them with just enough timely information that they want and need. They say they are suffering from ’email exhaustion”.

    There are some really great professionals and companies who I like and admire but I just don’t want multiple daily emails. How many relentless reminders, repeated offers, reframed messages, offers ending, multiple articles just posted does it take to get someones attention or get someone to tune you out? What’s the best practice here and how does frequency help or hinder brand development and recognition?

    I spent two decades in broadcast radio and we suggested a certain frequency of commercials to make enough impact on a listener that either made them respond or remember. Their schedule was designed for making impressions and recall, or an immediate response to a timely offer.

    More and more people I am speaking to are putting new boundaries on emails and email marketing. We know how important and effective email marketing is but how often and for what reason do we need to be sending them?

    I am on my social platforms a few times per day, post two to three blog articles weekly on my deborahshanetoolbox.com, as well as write for several other business, career and marketing sites and try to send a dedicated, purposeful email out to my permission based email list monthly. How much more do I need to be out there to grow my brand and authority?

    I believe the consistency of your activity, length and content of your messages and finding just the right frequency develops a brand organically over time.

    There’s no need to rush or bombard people with your brand. Let it unfold and develop naturally and be consistent enough that people look forward to your messages, rather than unsubscribe from them.


    Deborah Shane is an author, entrepreneur, radio host and expert. She is the leader of her business education and professional development company, Train with Shane, hosts a weekly business radio show, and writes for several national business, career and marketing blogs, and websites. Her book Career Transition-make the shift-the 5 steps to successful career reinvention comes out in early 2011. Connect with her on Twitter, Facebook, LinkedIn and Blogtalkradio at Deborah Shane, or visit www.deborahshane.com.

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    Posted in Brand Yourself As, Career Development, Personal Branding, Success Strategies
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    4 comments on “Take Your Time Developing Your Personal Brand
    1. avatar


      Interesting post about going slow and steady.

      I notice you mentioned numerous times in your post about limiting emails and information overload from emails. I agree with you completely. Most of my clients ignore or trash email. It’s not that they don’t think it’s important – they just don’t have the time to read it all. For example, I get 300-400 emails a day – if the subject line doesn’t immediately grab me – delete!

      Here’s my question – or perhaps comment:

      I’ve been experimenting in delivering my message primarily through social media to my network, rather than through traditional email. I find I get a higher response, less irritation, and more freedom to experiment with the “medium” than traditional email.

      I also find that if my distribution of a particular message goes out on LinkedIn, Twitter, and Facebook – I stand a better chance of it being read than email. I’m attempting to place my message in the places where my network “hangs out”. I realize this is still very early adopter kind of stuff – particularly in the B2B sector.

      The feedback I get is that most people find the delivery of content/messaging less intrusive than traditional email. I also find that you can “saturate” your message a little more in social media than in traditional email. Someone might not read or see your blog when you send out an email about it – but the 10th time they see the link on Twitter they might click on it.

      The key element here is that my communication is to a focused group of connections, contacts, and followers that are interested in what I have to share. Email lists may have a lower “interest” level in your message even if it’s permission-based compared to people who’ve decided to connect, follow, or friend you.

      Your thoughts or ideas around this?


    2. avatar

      Hi Barry..thanks for your thoughtful comments. The BIG benefit with email marketing is that it is your permission based database that you already have a relationship with. Growing that relationship is essential. Although saturating your message on the social platforms is where your network hangs out, it’s still about the ROI that they opt into your list. So conversions from connections to signing onto your list should be what you monitor. If you get 30% or higher with your email marketing, you are doing well. Best to blend the two, which ultimately expands your reach.

    3. avatar
      Greg Coyle says:

      Hi Deborah, thanks for the post. It’s definitely important to gradually build your personal brand. You don’t want to bombard anyone with too much information, like you said. I think consistency and frequency are two important qualities when building your personal brand. If people can find just a few of your profiles online with consistent and frequent updates, that’s more important than trying to put as many messages out there as possible.

    4. avatar

      Greg..thanks for your comment! I couldn’t agree more. Gradual, steady, consistent.

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