Digital DNA – define your personal branding

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Human beings, in a biological sense, get their uniqueness defined by their dna. By chromosomes that show the personal uniqueness in tiny details. Now, what does a unique digital dna contain? It’s getting defined when endless pieces of web activity, of engagement, of usage, of content or other defining elements are being generated by a human being 2.0.


Using web 2.0 platforms we all get the urge to self-expression which results in defining our digital dna by adding personal details, details, details. People spend endless hours on browsing the web while creating and leveraging their digital personality. Just like global companies invest a fortune in brand building every year in the pursuit of sustaining their powerful brands. Some people know about the value and the risk of personal online branding, some don’t. Online branding, some call it online reputation, is influenced by loads of factors: publishing, commenting, sharing, micro-blogging, reviewing, networking, communitying or just engaging in your personal interests on relevant sites. All part of a process that define the personal digital dna.


Creating a digital dna blueprint is not easy. This is just a blueprint of the most influential technologies, platforms, communities and networks – probably one of the most powerful blueprints for a digital dna on todays web – in terms of audience reach, variety of interest and quality of network options. This picture of a digital dna is an idea on what are the most leveraging web chromosomes that define your unique personality. Imagine how influential your digital dna might be when elaborated precisely according to this blueprint.

What purpose do these web chromosomes serve? They enable, define, aggregate, control and brand your web ID. So, the personal digital dna is the system that creates a unique personal branding by using web standards, technologies, social networks, communities and special interest sites.

In our world of social media and social networking we are leaving more and more information on the web, pushing personal data through portals of companies, and creating individual profiles which are all investments in our personal brand building. All pieces of information that lead to a UNIQUE digital dna that in the future will be your online CV, your web ID and your unique selling point (USP) for your career.

Last week there was a post on the new German IBM Blog called ‘Your Digital Shadow’. An idea which actually was created by Stephen Ashley who writes on his blog…

“Digital Shadow” is, all the digital information generated about the average person on a daily basis – which now surpasses the amount of digital information individuals actually create themselves.

Now, digital shadow is a nice metaphor for the average internet user. The digital dna is the sun that creates this shadow. And we want to spot on the modern brand building individual. The career-orientated, ambitious and ‘web social’ ones who actively push their personality via the digital way …and maybe in some years these people have the ability to turn around company brands with their unique online brand – better than any magazine, newspaper or news site does today.

Personal branding in our modern web world becomes more, more and more important for our successful individuality for obvious reasons. The web globalizes as well as forces the ambitious human being 2.0 to build a strong, recognizable personal brand on the web. This personal brand can catalyze your career in a way no other offline possibility does (i.e. speaker opportunity, client meetings, fair visits, etc.). It does not replace those options, but it adds to the extent of a highly-rated online (and offline!) reputation, resulting in a strong personality ratio.

We should all be aware which platforms we use, which pay in and which don’t, and which are of lasting value for brand building. BRAND YOUr personal digital dna.

Spot On!
Pushing personal branding via this digital dna idea seems to me an intelligent option as it is resulting in a great audience reach you might never achieve in the offline world. Managers you might never become acquainted with might ‘stumble upon’ your digital dna. And you might find peers in mind and friends in visions. It can expand your personality globally, spread your thoughts and ideas faster and get more recognized in times where social bookmarking, micro-blogging and networking become the gatekeeper of your personality brand creation. Maybe you think this is quite philosophical, maybe visionary, maybe too abstract. Some see a world where online personalities create, control and change company brands – or become social vips for brands. Think about what you have done for yourself to create a strong branded digital dna around your personality. Is it a unique footprint on the web? Can you see your digital dna clearly in front of you on the screen? As you can see from the micro-buttons below on the blog, I am still working on it.

Looking forward to hear about your views on digital dna…

(Picture Source: National Human Genome Research Institute)

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Kommentare

20 Kommentare zu "Digital DNA – define your personal branding"

  1. Allen Taylor am 09.02.2009 10:15 

    Nice writing. You are on my RSS reader now so I can read more from you down the road.

    Allen Taylor

  2. Digital DNA - define your personal branding : The Strategy Web am 09.02.2009 18:16 

    [...] Se­e­ t­he­ re­st­ he­re­:  Di­gi­t­al­ DNA – def­i­ne yo­ur p­erso­nal­ brand… [...]

  3. silberlicht am 10.02.2009 10:59 

    It’s not only an opportunity , it’s a must. If you don’t define your dna, somebody else will do it for you – and you don’t want that.

  4. Karthik S am 10.02.2009 11:05 

    Interesting point of view, but I doubt if its really useful to do a full-fledged Digital DNA. From the point of brands that want to engage with the social media, a profile would perhaps do – a profile would detail a person’s interests/ leanings/ PoV/ perspectives from what he/ she has contributed so far. A 23 part DNA may just be an overkill, IMO.

  5. Syamant am 10.02.2009 11:05 

    Interesting Post!

    The key point to consider is how this digital dna is being used for better solutions for customers or consumers.

    The digital dna should be an amalgamation of interests that should provide solutions or desired outcomes towards the core client requirements. In the absence of this, it is merely an exercise in self promotion.

    To balance optimal outcome vs self promotion is the one of the key thing one must consider.

    I look forward to your views.

  6. Martin Meyer-Gossner am 10.02.2009 12:02 

    @silberlicht Absolutely agree!
    @Karthik S Most people haven’t even realized to set up at least a profile in order to be the owner of that account. The full fledged Digital DNA is probably for professionals as is a tool like a personalized twitter background or a elaborated profile on XING or LinkedIn.
    @Syamant Defintely. I needed something to start with. The customer discussion is the next step. Somebody asked me yesterday if I think about a single sign-on solution for social media. Have thought about this topic previously (http://www.thestrategyweb.com/the-social-globe-social-networks-become-paid-content) and IMO this is something that the modern human 2.0 needs. The digital dna could lead such a kind of provider to a possible solution…

  7. Email Marketing Systems » Blog Archive » Digital DNA - define your personal branding : The Strategy Web am 11.02.2009 02:55 

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  19. 6 Tips on Personal Branding [Chess Board Strategy] am 04.06.2012 07:05 

    [...] Build an invincible digital brand by creating your unique digital DNA with the help of these 23 web chromosome pairs that redefine your personal brand, online.5. Your Physical Brand (Your Rook):Your Physical Brand is your most powerful asset; just like the [...]

  20. 6 Tips on Personal Branding [Chess Board Strategy] | peterklamka.biz am 04.06.2012 07:53 

    [...]   Exploit the creative pursuit of your Bishop to create an impressive and inspiring digital brand identity. Inspired by the Bishop’s diagonal pursuit for victory, your brand should diagonally i.e. creatively explore the realm of digital media, to create a formidable identity that reinforces your Rook’s(physical brand) efforts. Build an invincible digital brand by creating your unique digital DNA with the help of these 23 web chromosome pairs that redefine your personal brand, online. [...]

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