“You have to be authentic.” “Authenticity is the key to building your brand.
While I agree, being authentic to your brand is important, I also think it’s a given. Like breathing is to living. We all know breathing is a key factor in living, yet no one goes around saying “You have to breathe in order to live.” I view authenticity in the same way. So for the sake of argument and for the “Authenticity” touch bearers out there, I’ll stipulate that authenticity is important when building your brand.
But it’s not THE most important thing. Being congruent is. The word congruent is usually associated with Math which is probably why we don’t regularly include the word in our vocabulary. Being congruent means to be matching, in harmony or in agreement with something. What’s this got to do with your personal brand? Everything.
Congruency is the cornerstone to building your brand
It’s the cornerstone to growing your influence, amplifying your online reputation and becoming known in your niche. Think about the last time you Googled someone. Once their online profile was returned, even before you clicked on the top result, you scanned the page in order to ensure you had the right person. You also scanned the page because you were looking to see if everything was in alignment, the results matched your expectations. This is the power of congruency.
If there is something perceived to be “out of place” or “off-brand” you will immediately start to question the person you just looked up. This is why in the DICE process, we take the time during the Integrate step to plan then execute your online strategy. This will ensure when you turn up in a search you will be congruent and you will be in alignment. You will send out no red flags.
Many people today rush out and sign up for the latest social media account without thinking about why they need to participate. They don’t take the time to learn the platform, or even observe others who are using it. They just start posting without a thought in the world as to how the information will be perceived by others. It’s during this time of initial excitement afforded by this new shiny social media toy, where most people will go “off-brand” which can and will impact their congruency online.
What about you?
Are you congruent online? If you don't know, take the time to figure out whether or not you are. Do this exercise.
- Google yourself. Be sure to use in an incognito window or to sign out of your current browser.
- Print out all of the results on page one of Google and lay the sheets out in from of you,
- Ask yourself, do they tell the story you want to be told? Would someone get a good idea of who you are and what you’re all about?
- Are your Social Media pictures the same?
- Are your bios similar enough that you are recognizable?
Remember, if you what to become known for something online, you HAVE to be that something everywhere you are online. You have to be congruent. Without understanding your brand and what you want to be known for, you can never be congruent. Instead, you’ll try to be everything to everybody and when we try to be everything to everybody, your voice will be overshadowed by somebody. This means, eventually, you will become just another anybody in the ocean that is the internet.
When this happens, others will skim over you and you'll become a nobody. Don't be a nobody. Instead, be congruent my friends. It’s the cornerstone to building your brand.
