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Ed Schipul on Personal Brands

Ed Schipul on Personal Brands


Hi I’m Ed Schipul, founder and CEO of
Schipul the Web Marketing Company What’s surprising people right now would
have to be, I think, the development of personal brands because I think a lot
of people think that they’re mutually exclusive from the
profitability of the company versus the self-interest of the individual to
promote themselves. A personal brand at the most basic level is simply how you
are known, and we’ve always had a personal brand. You’ve got your name and
you’ve got a reputation and over time you build up social capital, your
standing in the community. In the past we’ve relied on media to build that
personal brand and so one of the interesting dynamics that’s occurred is
that now we are all responsible for our own personal brands whether we like it
or not. Facebook is affecting how other people see us. If we post nothing but
Garfield comics on Facebook then they’re going to think differently about us then
if we post nothing but Wall Street Journal articles, and so we’ve got this
this challenge of forming and representing ourselves in a community in
a way that the personal brand represents us so that when I go to a new social
network, because they’re being you know invented daily – when I go to a new one, when I
switch from Flickr to Facebook to Twitter if I see your personal brand it,
just like if I go to a foreign country and I find a coca-cola I know what I’m
buying. It’s the same thing when I go to a different land and I find your
personal brand I know what I’m engaging I think the the promotion of personal
brands, which seems contrary, is actually completely in alignment with profitably
growing your company Oh


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