Are you really a dog?

The old saw goes, "On the internet, no one knows I'm a dog."  The joke is tired, but the truth is enduring.  This is one of the top five paradigm shifts over the last 20 years, and unlike other game changers, this one shifted not once, but twice.

Nearly two decades ago, when connectivity first arrived for the masses (anyone else remember the excitement of listening to a 1200 baud modem screech?) the anonymous expert was born.  Prior to that, it was almost entirely the realm of vetted oracles to dispense wisdom and wit.  With the dawn of information age, anyone who could argue persuasively, could be an expert.  Even if they weren't!

Social media created the second twist or shift.  Suddenly, you and I are, to a large extent, in control of our own brand.  Want to be an expert in scuba diving?  Read, post, and blog on scuba related sites.  List it as your number one interest on Facebook.  Twitter under the moniker of DiveMaster_4Ever.  No longer is your only avenue to contribute and passively wait for accolades.  Now you can build your LinkedIN network of like minded underwater swimmers and bask in their referred glow.

Why is this significant?  Because if you fail to brand yourself, you leave yourself at the mercy of others.  Have no doubt, everyone has a brand.  It might not be one you like or even one that is widespread, but it's there.  The only questions in play are:

1.  Who will determine the brand?
2.  What will the brand be?
3.  How widespread will that brand known?

In coming days, I'm going to examine some ways of launching, controlling, and improving your personal brand.  Stay tuned!