There is one argument as a PR professional that I am forever having with my tech-obsessed boyfriend. That is the idea of personal branding. The argument goes like this:
Me: Everything you do is branding. Even if it’s not your intent. When you post things on Twitter you are adding to your image, people’s idea of who you are. In other words, your brand.
Him: I am not a brand. I don’t care how other people see me. I’m going to do and say what I like. If people don’t like it, (expletive) them.
Me: And that’s your personal brand!
I will leave the rest of the argument to your imagination.
My point? Today the tech-obsessed boyfriend (who I love dearly) passed along a great post on personal branding by author Maureen Johnson. She has developed her own manifesto on the subject:
“The internet is made of people. People matter. This includes you. Stop trying to sell everything about yourself to everyone. Don’t just hammer away and repeat and talk at people—talk TO people. It’s organic. Make stuff for the internet that matters to you, even if it seems stupid. Do it because it’s good and feels important. Put up more cat pictures. Make more songs. Show your doodles. Give things away and take things that are free. Look at what other people are doing, not to compete, imitate, or compare . . . but because you enjoy looking at the things other people make. Don’t shove yourself into that tiny, airless box called a brand—tiny, airless boxes are for trinkets and dead people.”
If you haven’t guessed, she agrees with my boyfriend. But I have to say, I don’t really disagree with her statement. The Internet is made up of people, and when I talk to others about social media I try to make it a point to say it’s a two-way street. Yes, company XYZ, you will need to log-on several times a day and actually talk to people. After all, social media is about building relationships.
The term “personal branding” has gotten a bad rap among those who don’t work in marketing. It’s the same as the term “networking.” Ugh. Networking. Who wants to be forced to talk to a bunch of strangers and push business cards? Tweet-ups are much more attractive. At a tweet-up I get to have a few drinks, and meet new people!
It’s all a case of you say tomato, I say to-mah-to. In fact, I encourage people to post Lolcats photos, join causes and produce wacky videos. Just make sure the things you’re sharing, and the image you’re putting forth is one you’re OK with having. If that’s the image of someone who doesn’t care what anyone else thinks, more power to you.
Last night I had dinner with my Mom and Aunt who were in town for a choral conference. Since they live in Wausau, Wis. we chose to go to PF Chang’s at Mayfair Mall so they could shop afterwards. In an effort to save money I have been trying to avoid malls, so I was shocked when I walked into Bath and Body Works and found a selection of Victoria’s Secret products.
Let me clarify, they were not selling lingerie in Bath and Body. Instead, they had an entire table dedicated to Victoria’s Secret PINK beauty products.
I understand that Limited Brands (who owns both companies) has been having a hard time in this economy. Who hasn’t? But is it really necessary to start combining brands?
I have to wonder if there’s a better way to promote Victoria’s Secret’s beauty line. Bath and Body has always been a kid friendly store. Often times they carry products for young girls. Victoria’s Secret on the other hand is not. I wonder how Mom’s feel about introducing young girls to a brand that is clearly more naughty than nice. Is it ok because the Victoria’s Secret PINK line is more cute than sexy?
Instead of merging brands, I would rather Victoria’s Secret expand their beauty line. The beauty line has grown in recent years from a few perfumes and lotions to include candle
s, lip gloss, body wash and a range of cosmetics. Why not create a Victoria’s Secret Beauty store similar to the ALDO Accessories stores? If Victoria’s Secret wants to promote their beauty line they should work to become a true competitor in the beauty market.
Selling some of their products in Bath and Body just feels cheap. While their price points are similar, it still feels a bit like Vera Wang* trying to sell clothing at Kohl’s. It just doesn’t fit. Perhaps I’m a brand purist, but if I’m buying a Vera Wang dress I want to get it from Vera Wang. If I want to buy sexy beauty products, I want to buy them from Victoria’s Secret not her cute 12-year-old sister. It’s a fine line to walk. Too much merging and brands will start to lose their unique selling proposition. It’s hard to have a Victoria’s Secret experience in a Bath and Body Works store.
What do you think? Is Limited Brands making a smart move by cross-selling brands and products? Or are they confusing consumers with different brand promises?
Connect with me on Twitter @sarahsoczka.
*Note: The cheaper Vera Wang line at Kohl’s has been doing well.
The PR agency Waggener Edstrom has recently launched a new Twitter tool called Twendz. This tool is incredibly valuable for PR people and anyone else who is in charge of 
managing a brand. By now we are hopefully all aware that the first step to take before using social media is to listen. But even this first step can be daunting. After all, who has time to sift through hundreds of tweets? This is where Twendz comes in.
After entering your keywords the tool pulls the latest tweets and displays the overall mood be it positive or negative. It's a great way to monitor what people are saying about your company or client. My only complaint is depending on your keywords it can take quite a while to load before you have any tangible results.
You can read more about Twendz on CNET. Go check it out and let me know what you think.
