Over a decade ago Fast Company published a seminal article, A Brand Called You. In it they talked about the importance of personal-branding: "We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You."
Think about your personal-brand in the same way that a marketeer at P&G thinks about a brand, it advised, "When you look at your brand's assets, what can you add to boost your power and felt presence? Would you be better off with a simple line extension -- taking on a project that adds incrementally to your existing base of skills and accomplishments? Is it time to move overseas for a couple of years, venturing outside your comfort zone, tackling something new and completely different?"
I have often talked to juniors trying to start out in the advertising industry about really understanding their "brand" and what makes them different and interesting compared to other graduates, Fast Company say:"Start by writing your own mission statement, to guide you as CEO of Me Inc. What turns you on? Learning something new? Gaining recognition for your skills as a technical wizard? Shepherding new ideas from concept to market? What's your personal definition of success? Money? Power? Fame? Or doing what you love?" Sometimes it goes quite OTT and more than a little cheesy, but it was actually smart stuff and well ahead of its time.
It got me thinking. I have never sat down to write a marketing strategy for "Me Inc", but I am conscious that your reputation matters and I guess that my "brand" (i.e. me) is fairly active in multiple spaces and places both on and offline
So if it's all about a "brand called You," I have a question about job titles.
At the moment mine is Head of Digital Strategy but it doesn't really reflect what I do. While I do do "digital" planning, I also do "planning" planning. I'm the brand planner on London 2012, on the School Food Trust and lots of other bits of new business.
I feel a bit like Sean Coombs, Puff Daddy, Puffy, P Diddy, Diddy and Prince, Symbol in asking this, but its an honest question:
Should I bother change my job title?
Does it even matter what people are called in this day and age?
What about, Head of (digital) Strategy?
Head of Strategy?
I wanted to ask people who I respect and whose work takes them offline as well as online but I would probably classify them as digital-experts: People like, Faris, Russell, Neil, David Armano, Gareth Kay, Stephen, Simon, David, Neville...
But to be honest, to any of you reading this I am genuinely interested in your opinion!