La Carmina says it best: ” I love every aspect of my work; it feels like play, so I don’t mind the long hours … For example, Sebastiano and I are going to Hong Kong, where we’ll be having “fun” at a Macau hotel-resort opening, cute cooking lessons, and an art fair. But the trip and apartment are sponsored, and these activities are material for paid AOL Travel articles, my blog, and other projects.”
If I could be so bold (what? Me? Bold?) I’d say personality branding is probably the biggest marketing innovation brought on by the internet – and, in particular, Web 2.0. Many bloggers have built full-time businesses by embracing the concept of personality branding.
So what is personality branding? Basically, it’s creating a caricature of yourself that’s saleable. This means, you put yourself “out there” as a particular type of person, you attract readers/viewers/customers who WANT to be the same type of person, and you sell them things that will help them become that type of person. They might be things you’ve made yourself, or they might be things from companies who see
La Carmina, this week’s Epic Interrogation victim, is one of the best examples of personality branding I’ve ever seen. The La Carmina we see through her blog and her other projects is outgoing, fun, quirky, upbeat, stylish, and an advocate for alternative subcultures the world over. She sells herself and her lifestyle through her TV work, collaborations with companies and her books. But what she’s really selling is her lifestyle (and personal style). Thats why she can make money with adverts on her site.
The real-life La Carmina is much more complex. She probably has grumpy days, and walks around the house in her pyjamas, and yells when her boyfriend eats all the peanut butter. She’s probably interested in things that have nothing to do with gothic subculture or Japan.
But you won’t see her writing about any of these things. Why? Because she knows her blog isn’t a personal diary – its business, and insanely fun business, at that. But even though her readers probably don’t realise it, the La Carmina they see on the blog has been filtered with a selective eye. What works with her personal brand is put up – what doesn’t work, is kept to herself. We see the cumulative effect of all her efforts, and we fall in love.