After 23 years in the sports media business, Gerald McGroarty knows all about the importance of having a "personal brand."

Publisher of The Hockey News from 2002 until a corporate downsizing earlier this year, and a 15-year veteran of Blue Jays radio, McGroarty recently formed his own executive coaching business called Brandon Taylor Consulting.

"It all starts with who you are," says McGroarty. "What do you stand for? What are your values? How do you want to be perceived? That is how you start to build your brand. Once you get your house in order, then go to market with your brand. Self-awareness is key, all great leaders have it."

The idea of the personal brand is not new. It originated with marketing guru Tom Peter’s seminal '90s article The Brand Called You, which posits that the rules of marketing are gradually being re-written.

Personal brands are becoming as (if not more) powerful than corporate brands, and you only need to look as far as Don Cherry or Tiger Woods to believe that to be true, says McGroarty.

But you don’t need to be a star athlete or media celebrity to benefit.

Personal brands can have an impact on those seeking a job, people who are self-employed, and anyone seeking new clients. They're helpful to workers seeking promotion and career advancement in today's competitive work force, and to those who feel they could simply benefit from a little outside recognition of their abilities and accomplishments. It's a hedge in case you find yourself unexpectedly forced into a job search. And you never know how you (or your favourite charity or cause) will benefit from being better known the community.

It's becoming more important than ever to differentiate yourself from others. In an electronic world, personal brands are becoming ever more powerful self-marketing tools — and easier to establish and maintain. There are all kinds of fun and creative ways to get your message out and draw attention to yourself — databases, newsletters, social networks, blogs, forums or simply creating your own website.

Brand management

Despite the benefits, not many Canadians take charge of their personal brand.

A recent survey by Microsoft Network (MSN) Canada and Ipsos-Reid revealed that two in 10 Canadians acknowledge they have carefully constructed a personal brand image and strategy. Four in 10 admit they do not know how to use the internet to promote themselves or their careers.

According to the survey, the majority of Canadians (85 per cent) avoid putting personal information about themselves on the internet because they're concerned about protecting their privacy and reputation. But if you’re not online, you are also not being a proactive advocate of your brand, so it's a tradeoff.

Mitch Joel, an expert in personal branding in the digital space and president of Twist Image, a Montreal-based agency, the survey raises many red flags about how Canadians manage their online identities.

"Electronic entities are becoming more important than ever before," says Joel. "Everyone is an individual brand — the 'you' brand. And marketing is moving away from the 'how many' to the 'who you are' model."

"Contributing to a blog is a great way to get your name out there, and at the same time generate some buzz for yourself," McGroarty says as an example of easy ways to bolster your online image. "Don’t just offer a comment, include your name, organization or embed your URL [website address]. You want to take advantage of that blogger's audience. Give the audience something to jump on. It could be a tip, a solution or perhaps a comment that is a lightning rod for further discussion."

Negative consequences

If you manage your electronic identity incorrectly, however, it can have negative consequences when it comes to getting a job, advancing your career or maintaining a positive reputation.

Joel stresses consistency of the image presented across all platforms — meaning e-mail, blogs, websites and podcasts — in order to form a cohesive electronic profile.

Joel says you should use the same personal information in your online activities, such as the same photo and e-mail alias for all your accounts. The idea is to become recognizable across many channels - think of it like a corporate logo. But while many Canadians use a fun word in their e-mail alias that reflects an interest or hobby, Joel says you should never do this. What happens when "skaterboy" grows up?

McGroarty could not agree more. He, for example, is developing a seminar called the Brand Within, a two-hour group session offering tips and strategies on branding yourself. Around the product is a website, a laptop-based PowerPoint presentation and PDFs that can easily be e-mailed, all with a common look and feel, and a look of professionalism aimed at attracting clients to his new business.

Whether a job seeker or looking for new clients, a word of caution: The web is a powerful tool.

"That video of you at the office party could end up on YouTube — and that isn’t the kind of buzz you want," says McGroarty.

"Everybody is watching everybody," adds Joel. "One of the first tools an HR department goes to is to Google your name," he says, and organizations aren't going to take too kindly to you if part of that personal brand involves pictures on Facebook of you getting drunk at a party.

"[The Web] does not discern between the public and the private," says Joel. "Everything you say and do can and will be held against you."

Martin Slofstra is a Canadian freelance writer specializing in technology.

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