Just listened to Gary Vaynerchuk keynote address at Affiliate Summit West 2009, and not having heard him speak before I was pleasantly surprised. (one caveat – the amount of foul language was a bit over the top. I’m ex-navy and friends know I’m not delicate with language, but there’s a time place for everything)
Anyway, I really liked Gary’s positive message about work, patience and building brand equity. However there was one question he didn’t fully address that I’m still dealing with as I try to grow ShopWatchBuy:
When building your “personal brand” versus your “business brand” where do you draw the line in the sand?
Do you have 2 facebooks, 2 twitters,etc…
Gary’s message seems to be roll it all together – you may have different businesses, but they are all extensions of your personal brand.
Here’s the problem, if YOU become the brand how do you exit? I think Gary would have a harder time exiting from WineLibrary.com if he no longer hosted tv.winelibrary.com.
Perhaps this is the difference of Brand as Celebrity versus Brand as a Business. What’s a Brad Pitt movie without Brad Pitt?
Some guys like Jason Calicanis and Guy Kawasaki are using previous success to create personal brand and leverage that into new ventures. However, it’s clear that Mahalo and Alltop are brands in their own right.
And maybe that’s the answer – use one brand to grow the other, but just make sure the Business brand can stand up own it’s own & “survive the founder.”
Sent from my iPhone
(edit & update 1/14/09)