On the surface, a brand and a personal brand seem so similar that it’s not necessary to have two separate categories. In reality, they couldn’t be more different. A brand is an image designed to appeal to the widest possible audience. In most cases, companies spend a lot of time and money developing a brand. Committees form. Focus groups meet. Stress levels elevate until the perfect brand identity emerges.

Personal brands would fail miserably if developed under the same process. Personal brands are multifaceted snapshots of an individual. In short, it is your personality on display in a public forum. Personal brands thrive under the risk of being completely transparent. They are most effective when they appeal to a narrow, passionate audience.

While there are exceptions, most writers need a personal brand.  You’re looking for passionate followers.  They won’t be part of your word-of-mouth campaign until they connect with your personal brand – you.

Creating a personal brand is both easy and scary. It’s easy because you are just being you. In essence, you are an open book. However, not everyone is going to like what they see, and that is the scary part. It’s not fun being disliked, but it’s what happens when you build a passionate following. It always comes with passionate dissent. That’s when you know your message is working.

A word of caution – things said on the Internet tend to live forever.  Be yourself, but be careful when building your personal brand.