Kansas City Freelance Writer Liz Craig

After writing on consumer packaged goods accounts at ad agencies for years, I think I understand the concept of “brand” pretty well. It’s more than a logo, it’s the promise a product stands for. What I have a harder time getting is how branding extends to your own person.

Marketers used to adopt spokespeople, animals or things to represent the fine qualities of their canned goods, frozen food, air conditioning units or what-have-you. Their product brand’s virtues. The Unique Selling Propositions.

• In consumer packaged goods, you had Mr. Clean, that handsome brute in white, representing the ultimate cleanliness you could achieve by using the product.

• Ajax laundry detergent was “stronger than dirt,” championed by a knight on a white horse as a jingle drilled the key phrase into our heads.

• The Jolly Green Giant was friendly, green and out standing in his field (sorry for the pun). He represented garden-fresh vegetables in cans or frozen. Ho ho ho!

• Poppin’ Fresh was a literal dough boy representing dough that popped out of a can when you rapped it on the edge of the counter. The name is ingenious — the unique selling proposition in two words — and the spokesdough unforgettable. But for me, the little guy was too cutesy, especially when he giggled. I wanted that finger that poked him in the tum-tum to poke all the way through. Am I the only one? I am? Okay.

• The Keebler elves are gently mischievous and fun. The adorable little cartoon people appeal to kids, who beg their parents to buy the cookies. But since the parents grew up with the elves, it’s not too hard a sale. That’s the power of a strong brand with an appealing image that remains consistent over time. A quality product doesn’t hurt, either.

The point of all this is, I understand conveying a product’s qualities via a brand symbol of some kind. What I don’t get very well is how to do this “personal branding” thing for myself.

What if I adopted a spokesthing to represent me? No, that’s so yesterday. R.I.P. Charlie the Tuna, Reddy Electric and Speedy Alka-Seltzer. Besides, what kind of animal or other creature would represent a writer? A mole who digs for just the right phrase? A brain whose frontal lobe lights up like a Christmas tree, to represent creative ideas sparking? A pen that flies? A computer with a thought bubble? Naah. To build a personal brand today, you use different tactics.

Oddly enough, a personal brand today is something you construct, not in person, but through social media. I just read an article about “7 Ways to Start Building Your Personal Brand for Free.” These suggestions sound helpful. But in the advertising or marketing business, at least, there’s no substitute for getting to know people. In person, not online.

Social media “personal branding” tactics can be a helpful part of your overall strategy. But it’s important also to get out and get to know people, either in networking groups, industry meetings or social settings. If the only close relationship you have is with your computer, that’s not good.

There’s an old sales formula that still is valid: people have to Know, Like and Trust you before they give you business. Just makes sense, doesn’t it?