Why the Focus/Obsession with Personal Branding? Richard Cardona

ABOUT THIS EPISODE

Personal branding is red-hot.

Seemingly, everyone you turn, someone is offering personal branding advice and consulting.

Is the focus/obsession with personal branding due to the gig economy, the ubiquity of social marketing, or the reality that people will work for multiple employers so a personal brand is important, if not necessary?

On this episode of Marketing Spark, Rich Cardona and I dive into personal branding, why it matters, and how to build a personal brand. 

We also discuss the importance of content marketing and why, like many people, his time on Clubhouse has gone way down.

Oh, I Mark Evans and welcome to marketingspark podcast acters insight from marketers and Erpenius, and thetrenches twenty five minutes or less personal brandy is red, hot everyone'slooking to stand up on the crowd challenge. Of course, Tis a lot ofcompetition for the spot, like rich Cardona, is not only a personal brandyand Latin coach at some one who talks to talk and watch the water on link inkeep part of her AC brand is his personal life and family. It's whatmakes rich, authentic, real and trust for before inviting rich to appare on thePODCAST, I felt like a new one. I guess that's the power of personal brandy having to be here mark, I m veryexcited to give any value I possibly can to your audience. Personal branding as I set off the topis something that is red hot these days, everybody's talking about it on linkedin you see, post after post and video after video talking about theimportance of personal branding, why you have to do it? How you have to doit and the question I have for you, as somebody who runs a personal brandingagency, is why the focus on personal branding, where did it come from? Is itfrom the GIG economy? Is it due to Ovid? Is it the fact that everybody wants tobe an entrepreneur these days or even when you work for a company? You wantto be an internal entrepreneur. What's driving this fascination with personalbrandy? Actually, I'm going to work a little bit backwards on that since youmentioned working out a company. I am such an enormous believer in that acompany WHO's trying to attack, attract talent and WHO's, trying to attack a toattract a little bit more attention are the ones that allow the the people inand on their teams to have a personal brand, and rather rather than be thanthem being fearful of them. Cultivating this personal brandon leaving. If MarkJunior is working at rich cardona media and he's fantastic and he's got a greatpersonal brand. That's going to raise a couple of eyebrows and be like wow,what's going on over there, or I really like the culture. I really like the waythey make content, and I could tell like this wasn't passed down from above.Like Hey, please share this corporate post of the company. So that's oneaspect. The personal brand goes with you. If you're not going to be at acompany forever, which a lot of us are not, and you don't choose to be abusiness owner, that's what's going to go with you. If you are a businessowner and you've been a business owner for thirteen years or at least run thatcompany for thirteen years, and you have to pivot your personal brand goeswith you. It doesn't mean you failed. It means that you probably amassed somesort of loyalty and audience and community that is going to go with you,because they have faith in you now fully. I certainly believe that thepandemic has certainly played a large role and, if, because of the missedinteractions that we have there is there are those moments that are whenyou're walking out of a meeting and you're already talking about what wasjust disgusting. The meeting with someone and you're going to walk to thelunch room and talk about it and you're going to have that kind of feeling withthem and that trust, because you were going to have those kind of miniinteractions between the meetings. Now it's just meetings. Okay, now it's justmeetings on line they're very scheduled, it's one to two and we're going tocover this and that so all those kind of mini interactions actually matter.So how do you get? How do you build that trust is probablyby making content and being a little bit more visible, and without that,without that the lack of that kind of personal brand? It's going to reallyextend the time line for people to really know what you're about, which iswhy, during the pandemic, all the people who flourish in those kind ofsocial environments realized. Well now I have to get on link dinner. Now Ihave to try out in Stagra or now I m, going to dance and do something stupidon Tick Tock, because I have to be able to kind of get out there and theyprobably realize what a lot of us did as you are able to reach a lot morepeople you and I met on linked in, and you know I would venture to say that weknow each other to an extent, but a virtual connection was certainly formedand it's not something that people...

...should kind of. You know you know lookat as as something that's unusual. It's very usual, and I think personalbranding has a large part in that there's a lot of people who build apersonal brand without thinking about it. They write a lot of content. Theyspeak at conferences, they do videos, they naturally meet people in differentsituations and they're building their brand unintentionally. On the otherhand, there are people who have a plan of attack. They recognize that a key tosuccess personally professionally is establishing a strong personal brand,so they will put together all the pieces and have almost a program bywhich they'll follow to build that personal brand. And what I'm wonderingabout is whether one path, unintentional or the other pathintentional are the way to go. Are they mutually exclusive? How do you dodifferent ways that you can buildt a personal brand? Some people think aboutit and some people not so much here's what I really really feel, andit is if you are intentional about it, it usually makes you veer off the path,the kind of spirit of having a good, cohesive, sad after personal brand orpersona, and the reason is you start to Taylor what you put out and it doesn'tneed to be video and it doesn't need to be a podcast and it doesn't need to bea book could just be literally the way you show up. You know the entire fakeuntil you make it mentality if something's getting you some of thisvisibility that you like, and it's feeling good, then you might kind of gooff to the you know in another direction, a little bit while you'restill being intentional about it, and I think it deviates so at the same time-and this is such a good question for this- because if you're unintentionalabout it, then maybe you're going to put you know, I make posts about myfamily on Sunday, but maybe I would just be like instead of a podcast posttoday on Wednesday, I'm or Thursday, I'm going to go ahead and put out afamily post and then I'm going to be a little bit sporadic. So now, there's nomethod to the mates. So while it's unintentional and while it was acreative outlet, I actually might confuse people, especially if I'm abusiness owner. If you confuse you lose so if you are confusing your potentialaudience, then you're probably losing some of the people that would want towork with you the most and I'm not even going to really probably fully answerthat, because it's so hard you should be intentional, but not to the pointwhere you are trying to exaggerate anything about you. You want to show upexactly as you are. If you and I ever meet in person, I will be superblydisappointed if you're anything different than you are right now andthat's the risk, that's the risk when you go to all in and you have that planof attack. I agree that authenticity is a key element of personal branding. Youknow it's almost like what you see is what you get and I think that's the thebest way to approach personal branding. The question that I have for you, giventhat you show your wife and your daughter in your linked in videos, isbalancing personal and professional when you're doing personal branding,especially on a on a platform like linked in which is supposed to beprofessional, as opposed to personal. It I feel, like I'm, chasing my tailwhen I asked this question, but what's your approach and and how do peoplemarry their personal life and who they are and what they're passionate aboutwith what they do for a living? I use this very simple phrase. One of mysuperiors in the marine core once told me, and he used to say if you have tolook left and right before you do it, you probably shouldn't do it well, Ithink the same thing kind of goes when it comes to content and again like thisis any medium of your choice. If you're not sure, that's something you want toput out there, then you probably shouldn't okay, I'm talking about interms of too much information kind of too personal. However, if you had avictory in, you know, you know a...

...personal victory or you had a amazingfamily moment and you are able to tie that into business, especially on aplatform like linked in then that's fascinating, the people. But, moreimportantly, I think what you really have to examine is you said, and you said you know, you're supposed tobe like people think we're supposed to be a certain something on a platform orat a certain event or at a networking event or whatever it is. We think we'resupposed to be something I'm not going to say. You should be anything you want.I I'm not I'm not that up there. There are guard rail so to speak, however, supposed to be anything on linked in is it's limiting because our whole cellsmatter when it comes to a personal breath? Okay, like it's important forme, to put out linked in stories or videos of time to time of my wife and Ihow much we run together, because it's like mental health. Why does thatmatter? Because I really believe that that helps give me the clarity andenergy to wake up and do this every day and you as a business owner now betterthan anyone. If you wake up on those days where you're like I don't feellike playing today, then it's probably a bad bad sign. So that's how I keep itrelated to business if my daughter is on a pullup bar and trying to do thisflip and she's four years old and she's, trying over and over and over- and Iput music to it and there's a business lesson attached to that, and that'spretty good content. So to answer your question fully is, is you we are allwhole people and I think you can pick and choose and I think instinctuallyyou're going to understand like does this make a point or is this kind ofsomething I would expect to see on another platform like I am I going togive an update on my grandmother's health on Linkin? Maybe maybe not, butI would say, probably not so that the balance is delicate and you couldalways test things out. You could always test things out. There's nothingthat says you can't delete a post and be like. You know what that's notreally in my lane. Over the last year we spent a lot of alot of us. I spent a lot of time building personal brands on platformslike linked in and tick tock and our own blogs for that matter and podcast.But how do you see the balance between digital, personal branding and inperson personal branding, when we're allowed to do that again? What I meanby that is a lot of personal brandon in the past has been done through networkand getting on stage going to meet UPS, having dinners with people meeting upwith people for coffee and that's been very physical time consuming work, andyou can't scale that kind of activity. But now we've got this completely othermedium that we're all leveraging and we're all seeing. I think we're seeingtremendous our line it because it's just so efficient as we move forward.How do you marry them together? How do you make them work well, still drivingefficiencies, which I think is an important element of it? This is you you. You got a voicemessage from me recently, letting you know that I was coming out with thenews looker and it is. It is completely and unbelievably inefficient for me todo that. Two hours a day to people who have engaged with my content. However,the people who have enthusiastically said yes rich. Your upcoming newsletter,I'm in, has been probably ninety nine percent, so I believe the value is ininefficiencies. But how do you balance something that kind of customize at sea?I think you have to have kind of a goal and that goal has to be very meticulousin terms of how you're going to divide your time. So how do you divide yourtime when it comes to us being able to interact with each other face to facewhen we both know and admit that it's not entirely scalable, you scale it byhaving what I like to call a high. Do: A ratio if, if there's consistency inwhat I'm posting, how I'm posting about it? If I'meducating people, if I start all of a sudden posting very click, baby thingsyou're going to excuse me, you're going to lose trust. Same thing goes for inperson meet UPS or in person in person, conversations do say: ratio. Do you saywhat you're going to say you're going...

...to do? Are you going to be on time? Imean that's one right there, like that's the simplest thing, but thehigher the do say ratio is the better it's going to be because when your namestarts to travel around because of that interaction, you had whether it'sdigital or whether it's in person that's going to be something that ispart of your brand and you want it. You always. I always like to imagine as ifsomeone's like, watching what I'm doing not to influence my behavior in a in afabricated way, but to ensure them thinking of doing the right things forthe right reasons, quick question, but linked in becauseit's been a clear obsession of mine, probably probably more than obsessionof the last year, to get your thoughts on how the platform has evolved in howyour own personal use of linked in has changed over the last twelve months andas important. How do you see it moving forward? Because a lot of us are goingto get back to work? Were many of us are going to go back to the officewhere we won't have two or three hours? A day to spend scrolling through linkedin and creating content so provide some perspective in where you've come from,and where do you think you're going lengthen is so interesting from thetime I started really using it when I was just connecting with people at mycompany, which I never recommend I mean you have to reach out to to now. It hasevolved in so many ways, obviously, in large part, due to the kind of increasein activity with other social media platforms. Right like when you havetick tack. When you have club house all of a sudden everyone, every socialmedia platform is kind of scrambling to get in a kind of audio version, or howare we going to? I mean Lincoln, just came out with the Creator profile, theCreator Moniker, whatever you want to call it, because maybe they're going topay creators at some point so anyway. So the point is this: it's evolvingrapidly and it's actually distasteful for a lot of people. It's like wait asecond. I thought it was this, but now you're this like make up your mindlinked in and then all of a sudden. You see all kinds of different content thatyou're not used to seeing and you and I are going to see very different contentin two months and six months and then, if we talk a year from now or we belike wow, have things changed? So how do you? How do you become adaptable toit, especially when you are invested inyour personal brand? There's nothing different that you should do except youcan look at some of the other features of a platform like linked in likelinkin stories and just continue on. I really do believe. Consistency iswhat's most attractive if all of a sudden, you know, there's new features onlinked in or new ways to use it or new waste to just really kind of hackengagement and those are the that's a low hanging fruit. You go after becauseyou want to be a first adopter but you're doing it for the wrong reasons.It's just never going to work. So I think consistency is going to be key.Where do I see it going? It's really really interesting, especially you andI've spent some time on club house. It's kind of like you know. People onLinkin are trying to go to clubhouse or people on Club House trying to getpeople on the linked in, and you know how much time can you possibly investon social media? There has to be, there has to be, I would say, a very defined limit as theamount of time you're going to spend a D and a kind of looking at thequantitative, Ryer Qualitative Roy that you get from it. So my advice wouldsimply to be this. Just stay persistent and consistent with your personal brandand the type of content that you choose and I think you're going to outlasteveryone chasing for the shiny new object, because you- and I both know,especially as entrepreneurs. Those things are always usually lead-shortcuts, always lead to the longer way. Quick Question but club House Ijumped on like a lot of people a couple o months ago and I spent too many hoursdown rabbit holes listening to to conversations and then gradually youget busy. You don't have the time. I certainly can't multi task. I can'tlisten to a cobhouse conversation in the background and I just spent lessand less time on the platform. Maybe it's a mistake given the fact that atthat's where the audience could be where my audience could be justwandering about your own experiences, I...

...it's funny we're aligned. I don't know.I know we used to I used to about moderate on the Linkin Room everymorning, Monday to Friday for almost two hours, and I was I convinced myself and I could be wrong and I will saythat without issue, but I convinced myself like this is going to be big,but I'm a personal branding agency, I'm not a linked in agency. So what I wasdoing was offering up my time to help, because I enjoyed doing that and whileit might be all truistic so to speak, that's not an income producing activity.Of course, there's better things. I can be doing than answering a lot of thesame questions like how do you think I should start using linked in like ifyou want to that's. That's a that's actually a podcast. I have to make beeasy to help, but when it comes to the club house, yes, your audience might be there andyes, they just got to believe a four billion dollar valuation and yes, it'svery hip and you could spend hours there, but you know what, if you're a business owner or you're aprofessional you shouldn't look back, you shouldn't look back, I so I scaledback. I am now no longer doing that. It's been two weeks since I've done itand you know what I've been tracking my time. This is kind of crazy to admit.I've been tracking my time as if they were billab hours and I'm looking atall the time of spending, doing marketing activities, brandingactivities, sales activities, all of it to see and I'm like wow. I got a haircut yesterday in the middle of the day mark and I'm like. Why did I do thatthat actually took an hour and a half out of my day when I could have beendoing this this and this club house is the same thing? Okay, if you're notcareful, you're, just going to go to a room and just go: listen if you're notable to ask a question to get a real time answer without having to wait anhour or forty five minutes or whatever it may be. Then you're probably wastingyour time and if you think, you're going to help the world, especially asone moderator out of twelve or thirty on a stage and you're. Not so it'sreally a brand play that I think is going to fizzle out for a lot of peopleyeah, and I think that twitter and linked in and face book will all haveaudio platforms and their audiences will gravitate to those platformsbecause you've got a following. there. Already Club House, we'll see we'll seewhat happens, shifting gears a little bit wanted to get your take on advice,life, advice for entrepreneurs, because you- and I both know that running tobusiness as a twenty four seven activity when you've got young kidslike you, do you've got obligations, you got responsibilities and you needto be there. You need to be present at the important times in your daughter'slife. You know I have three kids and my wife and I are very involved in lots ofdifferent activities, and I understand that it's always a balancing act, anyadvice not only as a business owner but as somebody who advises entrepreneurson building a personal brand and probably in the process running abusiness about how we can make sure that the pendulum isn't all who workall the time, because it's so easy, especially now to be working twentyfour hours a day. Seven days a week, it's hard to turn it off yeah, I think, and and I'm not trying to name drophere. But I the last time I interviewed Gary VanerChuck. We talked about this a little bit and he says what he always saysabout. You know you're, worried about what other people think there issomething in her mind that that influences some of the guilt that wemight feel when we're very very invested in our business. Here's how Ilook at it now and the reason I brought that up is because I had a habit in thebeginning of being pretty judgmental about people who are all in the haul in on their business there allin on work and I'm like when do they sleep or when did they spend time withtheir families? Well, you know what that's actually none of my concern,because my wife is unbelievably and authentically supportive of everythingI'm trying to do and what I'm trying to do is build something very, very special.So we could be completely and utterly independently wealthy, where we rely onno one except ourselves off of something I built to put my daughtersthrough school to go on a trip every quarter as a family and provide lifeexperiences that they would in Hagot. Otherwise, I'm not interested in. I anenormous crazy house or ere some of the...

...material things that people think aboutwhen they think about entrepreneurship and what it'll be like to make it. ButI can tell you in order for that to happen. If you are one of those peoplethat want those things it's going to require far more time than you couldpossibly imagine, and that's something that's an individual decision. If youdon't go all in the way you want and the way that you are able to then you'll regret it. But one of mymost influential mentors always said to me. The time you have is the time youneed- and I believe work life harming, I think, is the wayjeff pesos used to put it is. Is Your? Is Your work so good that your life isharmonic with it and vice versa? Yes, so if that means you know the two hoursI get a day with, my children is enough, which makes some nuts to some peopleand I'm not saying that's what it is for me all the time then, and I'mworking and kind of heads down the rest of the time. Then, maybe that's okay,if I like it to be a little bit. Fifty fifty and I want to go to all thesoccer games and all that other stuff when it starts an that's okay, but it'san individual decision and I think when I said you know, I judge other people.I realized I was judging myself. I was thinking about if I put this much timeinto it. What does that say about me? But I now know and my daughter, my older one now knowsshe knows what I'm trying to do and- and that makes me feel completelyconfident in my decision. In the amount of time I allot to the business and R. It's interesting that you mentionedGary v because he's a very polarizing figure in the entire work life balanceconversation the guy arguably works like a maniac because he wants to ownthe New York jets at some point in time and that's an awesome life goal. Butwhen you look at the time that he spends versus the family, that has gota lot. It's easy for a lot of us to say: THAT'S CRAZY! THERE'S NO WAY! I'mworking at that number of hours and but to your point: if that's what he wantsto do, knock your socks off, but that's not me, and, and arguably that's notyou and I think maybe that's the point of Gary v E he's unapologetic about howhe wants to live his life, and I guess the lesson for all of us is that weshould embrace the same attitude is that we are who we are? Welive, how we work, we work like we work and so be it right yeah, and I think Ithink one last thing I want to mention on that is he's extremely diligentabout making sure his family's never involved in anything that you see. So,if that's all you see it's almost hard to imagine that he even has a familylike when does he go home? When does he do this? But we don't know and that'sokay, but here's one thing I will say- and I've interviewed a lot of you know,like very you know, influencing CEOS. Is thatthey've all had that kind of conversation on the front and you knowwith their family or their significant other an be like? I will never stopworking this hard, because my goal is not to retire early and sit on the beefthat I'm going to get bored of in three dates and- and that makes complete sense. Soif you are able you have no idea that conversation happened or not. So that'swhat I was at. I just thought it was an interesting perspective, because youknow that you never see him. So it's almost like does he even have a familybut yeah a couple of final questions. One is once you're able to travel outside ofNorth America. Where would you like to go? The second question would be a goodbook that you've read recently. Yes, both great questions. The first I wouldprobably say Sepal, which is a beach town in Sicily,and my daughter's name is Sicily, because my my wife and I fell in lovewith this. This place, we've no, we never been to Sicily, but we have beenItaly numerous times. I would want to go there immediately and relax and eatsome ridiculous pasta that are not American sized meals. He and just enjoythe sun sin and get my olive skin back...

...and just just go that I mean I can justsee it in my head of how amazing it would be to just have that time again,especially just the two of us, because you know hard. So that's one second, Iactually I'm reading it right now. It's called the attributes by rich devineand there's. He is a former navy seal, but he works closely with Simon cynicand I'm interviewing him as a matter of fact in person next week, and it is afantastic book about you know: Twenty five drivers to optimal performance andit is I'm not really into scientific things and that's not even a goodexplanation, but it breaks down perseverance and courage and kind ofthe way the brain interacts, and you know the fighter flight or freeze likeall of these things and how peak performance is meant for a certain peak.There is a significant drop off. So how can you perform optically how toregular on a regular basis? So I was fascinated so I'm reading that rightnow, but it's certainly engaging and and I'm not like a war, I'm not like aspecial obt. You know military everything, Guy, not not even close,but he ties in the stories pretty well to kind of apply it to business andboth you know, personal one, final question: where can people learn aboutyou and what you do yeah length en for sure, Rich Cardona? You could find methere and then rich card on a Mediam, so we are just about done revamping so,hopefully, by the time this comes out, it'll be complete, but we are here foryour personal branding need so please feel free to reach out to me with anyquestion and obviously I'm obsessed with it, and I've had a fantastic timehere on the show. Hey we've covered a lot of ground inthe last twenty seven minutes. So I appreciate your insight. It's it'sgreat to talk to you in person. After all, the interactions on linked in allthe comments, all the videos that we've watched of each other and it's funny itdoes feel like. I already knew you before and obviously know you betternow. So thanks for coming on the show. Thank you thanks for listening toanother episode of marketing spark. If you enjoyed the conversation, leave areview and subscribed by I tune potii or favorite podcast out for show notesof today's conversation and information about rich was a marketing spark co sclob. If you'd like to learn more about how I help B, Sat Compas, a fractional,Co, a visor and coach and an email to park. Mark Evans Data I'll talk to younext time. I.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (69)