Everything you say online—and everything you don’t say—contributes to the story about you that plays in people’s heads. While everyone has a personal brand, not everybody has a Heroic Brand that can put content sharing on auto-pilot. And Chris Brogan has a Heroic Brand. Here’s the connection between his powerful online persona and content ignition, in his own words:
“Some people share content just because they believe in you and what you stand for. I believe there are three core elements of personal branding, at least for me, and they are very intertwined and related. “First, I’m exactly who I am no matter if you talk with me online, offline, in the lobby of a hotel, or before/during/after my time on stage. I think that an integrated (and true to life) persona is vital. People can no longer get away with being someone they’re not. It just doesn’t work. At least not for long.
“Second, I believe that connecting with others and serving them is one of the most important parts of personal branding. That’s a mistake most people make. Your brand isn’t exactly about you. It’s about how others experience you. So I work hard to connect, to respond, to be available, and to show people I’m just like them for the most part.
“Finally, personal branding and connecting with people is about making information portable enough that others can make it their own. I say two or three things over and over: Give your ideas handles (meaning, make it easy for others to take the ideas with them). Everything I do is steal-enabled (as much as I dislike plagiarism, I love when people take my ideas and run with them—with a little credit). Brevity and simplicity are gold (most often, people try to convolute their ideas to make them seem more important than they are). To be simple is to be more open and honest.”
– from “The Content Code” by Mark Schaefer