In the days of the Old American West, no one really seemed to worry about fencing in their portion of the land. Cowboys roamed the Plains, guarding and herding cattle as they moved from one good grazing spot to another. These cattle typically belonged to wealthy men from the coasts (or even overseas), who had heard about the plethora of grazing land and would buy the cattle to raise and sell for beef.
It was a lucrative industry for a time, but the cattle barons had a problem. When one herd was grazing on common land with another, the cows would get mixed up.
That’s where branding came into the picture. The necessity of separating the cattle meant that the owners had to come up with a way to uniquely identify their property, which was done in the form of a visual image that was burned into the back ends of each cow in the herd. That way each cow could be identified at a glance, notated as a part of the proper herd.
We’re not in the Old West anymore. But branding is still a part of our landscape.
Now we talk about corporate brands, small business brands, and personal brands. We use them in much the same way as the cattle barons of old: to create a unique identifying factor that makes one company or person stand out from another.Also like the cattle brands, we often rely on visual symbols to do this work for us, to the point that when I mention McDonald’s, those ever-present golden arches probably pop right into your head without you being consciously aware of it.
Branding matters because it can help you to differentiate yourself from everyone else in your marketplace, whether you are trying to get a job or promote a company.
Social media is a great place to brand yourself, and Google+ is no exception. In fact, Google+ allows you to brand yourself particularly with search and social success in mind, if you choose to use it appropriately. Everything you post publicly can be indexed by Google, which means that all of those things tell Google something about you—which it, and everyone else, will use to make determinations about your interests and your authority.
So what should I think about when it comes to branding myself on Google+?
In its essence, branding for marketing or authority-building purposes is about trying to influence the way people view you, but the real work happens in the mind of your audience. The more you build relationships directly (one of the strongest suits of Google+), the more you will be able to ensure that you have an accurate and positive brand.
Aside from building relationships, some of the other ways to brand yourself with Google+ may include:
Profile Photo.
The visual imagery of the brand still matters more than almost any other, especially in our increasingly visual age. It may be tempting to use a traditional logo for branding for your Google+ profile photo (especially if you are branding for a company), but a high-quality headshot can speak volumes as well. Company pages typically employ the use of logos, but audiences interact differently because of the more overt nature of the promotion.Cover Photo.
With more space for graphics and text alike, the cover photo is a perfect place for branding on both personal profiles and company pages.‘About’ Tab.
Use the tagline and introduction portions to make your brand and interests perfectly clear to your potential followers. List some ‘suggested circles’ in which you could be included as a way to help the people of Plus understand what you stand for. (You should also be sure to include links to your website and/or blog in this area.)Content.
The ‘About’ tab notwithstanding, there is no better way for people to get to know your brand than through the content you share. In fact, that content will define you in their eyes, so be mindful of your tone and the nature of the content. It can be off topic from your main objective, but should be consistent with your broader values.Hangouts on Air.
Brand yourself through video! Hangouts on Air can turn anybody into a YouTube personality, and there’s nothing quite like letting your real personality shine through on camera for creating a brand that people can relate to. They are also a great way for people to verify your authenticity, and for becoming better known as an expert on your subject matter as well.How have you used Google+ to brand yourself, for either professional or personal reasons? How else might it be helpful? Share with us in the comments!