Covert branding works against you
Would you buy a product you cannot see that hasn’t even got a name? Thought not. Still some people believe they can get a following on social media by branding themselves that way.
Would you do business with a ghost? Thought not, and the same applies to the rest of humanity. So leave covert branding behind and start reaping the benefits of social media.
How can you take people seriously when they hide their identity? Obviously you should not post your contact details on social media. But your name and picture are essential if you want to be taken seriously.
A statue cannot sign a contract
Hiding takes away fear and I can understand that to some extent. But what’s the point of using social media if you are afraid of it? And what’s there to be afraid of? Apart from people who, usually for dodgy reasons, are using a fake identity, social media is a wonderful thing that people should embrace and make the most of.
But when you hide behind a photograph of, say a rose, and an alias you give the impression you have something to hide. So if you haven’t, what’s the point in making people suspicious? Chances of getting new customers, a job offer or business proposals are next to none if you are not transparent.
Identity theft doesn’t only take place online
Some people hiding claim they are afraid of identity theft. Seriously that can unfortunately happen even if you have no presence whatsoever online. All it takes is for a letter with your essential details to fall into the wrong hands. And,deplorable as it is, it happens all the time. Both in the real world and online.
Fearful leaders and entrepreneurs
Is it really feasible that so many people priding themselves to be leaders and entrepreneurs are afraid of online identity theft and posting a photograph or name? Seriously they wouldn’t be leaders and entrepreneurs if that was the case. So why are they hiding? Far from all of them are con-men, so why don’t they post their names and photographs?
Linkedin is not Facebook
If you use Facebook to communicate with your friends only, anything goes. But on business networks, such as Linkedin, you have to come across as a serious person. Posting a picture of yourself half naked doesn’t do the trick. Or a picture that makes you look dishonest. Chose a photograph that makes you look business like. It’s not a question of being ugly or beautiful but looking like a person businesspeople would like to be associated with.
Like products without logos
Imagine walking into a supermarket with your shopping list and all the logos and descriptions had disappeared from the products displayed. How would you know what they were? Even a simple thing like buying a can of Coca Cola would be difficult because you wouldn’t know what was in the different cans. And how would you know if you were picking up a bottle of shampoo or body lotion?
Learn from 007
There are covert agents on social media aiming to influence public opinion pro whatever country they are working for. They don’t want to draw negative attention to themselves and I can guarantee you that they all post a name, appropriate photograph and a credible profile. If not, how would they be able to do their job?
Would you do business with a ghost? Exactly, and you are not the only one. The same applies to the rest of humanity. So do yourself a favour by refraining from covert branding and display your photograph and name on social media. When people take you seriously, things can happen out of the blue and the positive aspects of social media will be available to you. Invisible branding works against you so unless you are in a witness protection program, or something similar, be transparent and start reaping the benefits of social media.
Tags: branding, covert branding, Facebook, ghost, identity, identity theft, Linkedin, social media, transparency
March 27th, 2011 at 16:14
Makes complete sense, Catarina! Considering how building personal relationships with clients is key to a successful business, making a personal connection through my name and photo seems to be the first step in the right direction. Thanks for the encouragement to get a proper photograph out. =)
My recent post A Global Community in the Desert
March 27th, 2011 at 18:50
You raise an excellent point Catarina. About 95% of the people I know research products and companies on the interent before making their choice as a consumer. Seeing a logo establishes "trust" while seeing a smiling face establishes "likability". Both help to create a business relationship. It applies to companies who collaborate as well. You mention professionalism. LinkedIN is an easy place for this and I suspect Twitter is too. Facebook raises the question of which page to use when conducting business. Facebook Pages are meant for business but some social media experts are suggesting that this perspective is less "likable" than using a personal page. I guess this would be more of a concern for the smaller companies.
March 27th, 2011 at 19:17
Glad you agree with me that posting a picture on your profile is important, Keyuri.
March 27th, 2011 at 19:19
Yes, go and get an appropriate photograph. Seems this article is swiftly having an impact!!
March 27th, 2011 at 21:33
Dear Catarina!
>>But on business networks, such as Linkedin, you have to come across as a serious person
Oh, is there somewhere a "Führer" that demands this? I doubt.
>>Chose a photograph that makes you look business like.
So linked in is for greedy capitalists only? I doubt.
Look and you will see – the only thing you fear is that someone says, 'Ooooh, what a shame, I don't remember back the Lady in Black, she was elegant and smart'.
But!!! They for sure remember the nice little bunny with the blue eyes and the loooong ears, who said such clever things they would never have expected.
And, you can say cool things like, 'I stand upright on my ears for the rights of the tiny or 'Stretching my ears will not help – look – I will stay a smart alec whatever you will try'. I also have a human avatar, this is true linked to my facebook account.
It is interesting in the meanwhile in the forums people call me Bunny. It takes some time to be respected as a hare.
http://www.linkedin.com/pub/delphi-bunny/0/562/37…
I tell you why I did this … the recruiters – this is self defense. This way I can tell everyone that I have experience in SAP, which still classifies me to have experience in Enterprise IT from the working environment but this way I have freedom. First I tried a crusader … did not work … since I am rabbit only one nice friendly guy from Los Angeles added me to his contacts but many other professionals. I will see if they allow me to join a CIO network.
Sorry for my bad English but I hope you understand, it is not so simple. Be polite, always look nice, don't say too much – otherwise we don't get our recruiting fee. That's what linkedin is abused I would say – Guys take whatever picture and don't stand on the shelf where salve trader can simply grab you.
Mike/Bunny
March 28th, 2011 at 08:37
Catarina, I am delighted to have met you online. I greatly enjoy reading your articles.
This article has made me realize that I look much like… a ghost on my Linkedin photo.
But after all, I am indeed a ghost of the SAP world; one whose work was left unfinished, that is, making the SAP world a better place.
My recent post Leo Apotheker – What makes me- me
March 28th, 2011 at 12:05
Another good posting on branding oneself, Catarina. As you say – one should distinguish between professional and private personas on the web (as in life) and ensure that your professional persona (e.g on LinkedIn) is depicted in this way at all times.
And, as your previous posts have described, this goes well beyond just the photo…
March 28th, 2011 at 12:49
Your choice "Delphi Bunny". If it gives you business, job offers, connections and respect it obviously works for you. Maybe your the exception to the rule?
March 28th, 2011 at 12:50
Glad we agree Guy.
March 28th, 2011 at 12:50
Thank you Caroline. Glad you enjoy my articles.
March 28th, 2011 at 15:43
Catarina,
LinkedIn is a networking site where I share my comments and opinions with other business professionals. What I look like has absolutely no bearing in this instance, my words speak for me in this forum. I am not selling a thing here, I need not attract anyone with my looks, and if someone does not agree with what I say, they are free to argue their points with me. I keep my picture private so I don't attract unwanted attention AWAY from my conversation points Yes, there are those of us who have had issues with others seeing our picture online and deciding to take things in an inappropriate direction. As for Facebook, I don't advertise there, nor do I contact clients on social networks, that is for friends only, and they know what I look like and I post pictures as I see fit. I'll stick to advertising (which I have twenty years experience with, having owned an agency) in classy methods, and not by pulling clients into my office with my looks.
March 28th, 2011 at 17:23
The only thing I notice is that the bunny has no endorsements. I've endorsed many humans with faces, but no bunnies. That being said, I agree with Caterina – if it works for you then great!
March 28th, 2011 at 20:57
Thanks Jeff. Glad we agree.
March 28th, 2011 at 21:58
Oh, no business, no chance. In this point I definitely agree with you. From this perspective your blog entry is totally correct. Who would do business with a hare – no chance? The forums are filled with jugglers and quacksalvers especially when it comes to SAP and Enterprise IT, believe me, people that just want your advice for free, bring lots of work and ….
Anyway staying authentic has two advantages
a) You meet the people that fit into your world and vice versa – the world is big enough for all
b) This way you don't run at risk to burn out – The risk of the disguise never the work
Business works different – finally it is all about if someone stands with you back on back in Alamo and says, 'Only 2000 left', we kick their … Some one who hides is not one of those. Maybe the little older economy the tactical moves are little more limited … here the long term reliability in terms of conventional fulfilling a contract is enough. We ride the rainbow and we don't ask – why.
The Delphi Bunny is a bunny … you must accept this … if you are prepared to accept then you are a major step forward. Michael Thuma will never be in the position to take Walldorf down. This requires a lot more …
. We will beat the beasts lowlands before Heidelberg … but you know everything takes time but it is inevitable. First we will protect Austria against them – this is why we rebuild the danube limes. This is the bunnies crusade, not mine.
Linkedin has prooven to me as a valuable source for people who have good new ideas, you find maybe one in 2 years but this one makes sense and you have a realistic chance to be the third because you somehow seem to be honest and from Sweden this is always good.
Grettings
Mike
March 29th, 2011 at 12:49
Michael, seems you agree with me. Since you don't get any business from social media why are you using social media? What's your strategy?
March 29th, 2011 at 18:01
This is really good advice. I consider FB & tweets like a cocktail party and I am getting to meet & greet new friends everyday. Love it! Thanks for such an informative article & I look forward to seeing more of your articles & coming back often.
March 29th, 2011 at 20:09
Glad you like it Kay!!
March 29th, 2011 at 23:41
Catarina:
If someone is hiding their identity I am much less likely to connect with them. If someone follows me on Twitter I do not follow them back when they have no tweets.
The analogy about the labels on products in the store is a great one.
Social Media is here and needs to be embraced not scorned.
Rob
My recent post Product Development- 9 Critical Lessons Learned
March 30th, 2011 at 00:25
haha! Are you sure about that Linkedin picture remark?? Yes, it's important to be oneself on social media – different degrees of oneself for different platforms. I used to just have a graphic on my twitter account and learned fast that a real picture of me is what my followers expected.
My recent post My daughter is doing WHAT on Facebook
March 30th, 2011 at 01:49
I love your supermarket analogy. I think I may use that next time I get asked "why a logo?". I can see self-conscious people hiding behind a picture of a sunset to avoid the feeling of being exposed, but you're right, it makes you look dodgy. being transparent is the only way to be to be successful in social media. Great post.
March 30th, 2011 at 04:37
Great post. I always like to know potential contacts on social networking sites and if there is no real information (including a photo) it turns me away. That goes for researching products, such as authors of reports or company founders. If a website doesn't have any information on who is behind the idea, company or product, it makes me nervous. I end up picturing the guy in a current TV ad, who answers the customer service line as Peggy, with a thick foreign accent, and unable to help the customer at all and obviously working for a company that doesn't care.
My recent post How to Survive a Robbery
March 30th, 2011 at 12:43
Love the fact that my supermarket analogy will come in handy for you Dennis. It's true isn't it? Imagine wanting shampoo and ending up with body lotion…
March 30th, 2011 at 12:58
Glad you like it Eric. Funny how people don't realize we are all products and can't sell ourselves like a white bottle with no name or information on it.
March 30th, 2011 at 13:00
Like your story about having a graphic on Twitter and that it worked better to use a photograph. Haven't you seen the photographs of half naked people on Linkedin?
March 30th, 2011 at 13:05
Rob, I'm glad you like my analogy about labels on products in stores and that social media is here and to be embraced. Transparency is essential, or they end up like products without labels.
April 4th, 2011 at 19:53
I agree with you entirely. For me, a site that does not provide a picture and name of a specific person or persons lacks credibility. I wouldn't invest a penny in anything sold from that site. I also like what Michele Welch said about the Twitter egg logo. If you're really serious about marketing yourself and want to gain people's trust, you gotta show a little bit of yourself to do it!
My recent post SPAM Ba-Bam!
April 5th, 2011 at 12:28
Glad we agree completely Sherry.
April 8th, 2011 at 18:28
I appreciate all the points of view.
I had to talk my web master into designing a really cleaver way to accomplish "the best of both worlds" for my portrait shot on my facebook.
He did my professional photo -and when you pass the cursor across the photo my avatar appears~!
Satisfying that I am a professional with a sense of humor.
But I agree with the idea that the "face" we present to the public is a personal choice.
And like hats we can have more than one~!
October 7th, 2012 at 15:09
good point! i like to think that my site has a touch of my identity to it, but i don't have any pictures up. will have to consider updating pics and bios of me and my writers.
October 7th, 2012 at 16:08
Glad you like it, Chad. The sooner your Linkedin profile has a picture on it, the better:-)
October 7th, 2012 at 17:57
As you know I use the Geek Girl persona. My LinkedIn profile has my real headshot and my blog has Geek Girl. Twitter also has Geek Girl. Facebook has a profile for both. I am not hiding from anyone. I use Geek Girl as my branding. I totally support the point you are making. I just think there are exceptions to every rule.
October 8th, 2012 at 00:38
Catarina,
I think the tradition of anonymous posting started with personal blogs and similar means of personal online expression where some wanted the opportunity to share their feelings and perhaps get some feedback on their thoughts from others without necessarily jeopardizing career or other traditional social connections by revealing their true identities. Obviously, use of blogging and social media for business is a very different matter and must be handled accordingly for the reasons you've outlined. Great post!
My recent post Bing Tagging Can Make Your Website It!
October 8th, 2012 at 11:09
True, Cheryl – or should I say Geek Girl:-)
October 8th, 2012 at 11:11
Shawn, glad you agree with me that it's different when it comes to business – or career for that matter. Have you noticed how many members of Linkedin hide their identity? What can they possibly get out of that on a business network?
October 8th, 2012 at 15:10
One of the worst things to be online with is that default avatar. Seriously, would anyone take you seriously at a business in-person event if you showed up with a bag over your head or no clothes on? Oh yeah! They'd take you seriously in another regard.
My recent post How to Get a Deeper Voice for Public Speaking by Guest Blogger Lewis Walsall
October 8th, 2012 at 15:14
Glad you agree with me Pat.
October 8th, 2012 at 18:43
I agree with you, Catarina. I think it's important to clearly identify who you are and what you stand for, online and in person.
It really turns me off when someone with that egghead default images follows me on Twitter. I rarely follow them back.
My recent post travel writing tips
October 8th, 2012 at 19:43
I agree with you. You become and are more credible if they see a picture of a really person. If you have a logo/brand, using that logo in conjunction with your name and picture only makes it that much more powerful. I chose to become an LLC (Limited Liability Company) for professional purposes and it has helped me give the impression that I'm serious about what it is I'm doing. So, not sharing my name and picture would seem counter to my intent, don't you think?
My recent post Rutherford Hill Merlot 2006: Wine
October 8th, 2012 at 20:10
Glad we agree. Have you noticed how many members of Linkedin that hide not to only their face but then on top of it use a nickname. Who would want to do busines or hire such a person?
October 9th, 2012 at 02:47
Along those lines, I find myself frustrated by the recent update to the Twitter iPhone and iPad app. The user's profile no longer shows when you go to their profile page. It only shows when using a computer. I will hesitate to follow someone if their picture is not a photo of themselves, but the real deal breaker for me now hinges on the information provided in the brief Twitter biography. Cute and quirky just don't cut it, nor does mysterious…
My recent post Book Review: Embryo by J. A. Schneider
October 9th, 2012 at 08:44
Caterina,
I had so much to say about this topic and it was all wiped out (I used my OpenID and it wiped everything out….argghhh). Anyway, the condensed version is that people need to take heed of this post. You will never get anywhere as a "professional" behind a Mickey Mouse avatar. LinkedIn was, of course, a great example. I even handle Twitter the same way, unless the account is obviously a business account, labeled / described as such. Guest posts should be treated the same way. Before you even submit, correct your avatar, don't use defaults, and complete your author bio. You don't, yet you want to be taken seriously? Please….
Bryan
My recent post A Ten Step Starters Guide for Marketing
October 9th, 2012 at 08:50
Hi Beth,
It is a rare instance that this approach is successful. While I disagree with it in general and for me personally, I can only say that if it is not adversely effecting your network quality, then I consider you lucky, so all the best to your technique,
Bryan
October 9th, 2012 at 11:13
Agree with you Jeri. But the same thing goes on on Linkedin, unfortunately.
October 9th, 2012 at 11:14
Glad we agree Bryan. Mickey Mouse just doesn't do the trick on Linkedin.
October 10th, 2012 at 05:45
I am truly befuddled as to how anyone can think that the covert 'under-the-radar' approach to marketing described herein could actually be of benefit to one's brand. I do recognize that many, many small companies try this approach. I just am at a complete loss for why…
My recent post Long Beach (MS) New Home to EGAN Medical E-Commerce Fulfillment Center
October 10th, 2012 at 11:09
Glad you agree with me Peter. Private individuals are the worst offenders when it comes to covert branding. Why would anyone want to do business or hire a rose with a nick name?
October 11th, 2012 at 02:52
I do not know the answer to that one. Then again, I did minor in marketing in college, but at the same time I'm more inclined to see this one as common sense more than any benefit of a formal education. The whole point of marketing is to get your brand out there, get your name out there, make yourself and/or company appear to be important — whether you/it is or not.
Marketing to a man is much like the courting of a single woman. One must convey confidence that he is the best man for the job – again, whether true or not – he just has to convince her of that in order to get her. In marketing, the only difference is that the pretty lady is the customer, client, etc.
Two other notes of interest:
1. I really admire the diligence with which you monitor and reply to your blog comments. Admittedly, there is absolutely no way I could do that with all of the sites and blogs I publish to. My hat's off to you both for your writing and your engagement skills.
2. Bryan P. Hollis referred me here from BlogInteract. Just thought you should know where at least this visitor came from.
October 11th, 2012 at 11:16
Thank you Peter.
October 14th, 2012 at 04:49
Catarina, I agree with you. People like to do business with people who they like and trust. I think that's one of the reasons that Google Authorship is becoming so popular. I search for a lot of answers online. When the search results are presented and I scan the page, I am much more apt to click on a link when I recognize the author by their profile pic. I already know that I can trust that person to provide valuable content. I believe that people who aren't branding themselves online are missing opportunities.
My recent post What Google Authorship Means for SEO
October 14th, 2012 at 11:31
Glad we agree Sherryl. What you say is my opinion as well.
October 15th, 2012 at 02:33
Really great point. In the end, humans connect by really knowing each other – I've learned people enjoy getting to know the person behind the blog more so than just the content.
My recent post Route 66 Trip Report
October 15th, 2012 at 11:25
Maybe Dan. But a blog is slightly different from social media. Only some bloggers hide their identity while a multitude do on social media. And what's worse, they expect to get a job and do more business by hiding their identity.
October 16th, 2012 at 10:28
I couldn't have said it any better, Catarina! Unfortunately, the Internet has made it possible for people to accuse and make claims about people and companies left and right without having them reveal who they are. It brings to mind my favorite quote from Spiderman: With great power, comes great responsibility. Every one is enjoying the great power to express themselves and their opinions online. But sadly, not everyone is willing to grasp the responsibility part.
My recent post An Intimate Affair with Spanish Wine at the ASEAN Merchants Launch
October 16th, 2012 at 11:57
Glad you agree with me Adeline. Wonder how long it will be possible for people to avoid taking responsibility for what they do online?:-)
October 18th, 2012 at 12:28
Glad we agree Doreen.
November 29th, 2012 at 01:43
The post provides a very realistic approach towards brand building. Many people consider the social media as a brand promotion tool, but don't know how to do that properly that results in just the opposite.
My recent post Business Intelligence Software For Top Decision Making