This YouTube video by my friend, @animal about how to get popular on Twitter has some very good points, but the best point of all is painfully obvious. You have to be original in order to stand out. Recruiting Animal is well-known in the recruiting industry because of his brash sense of humor. He is quick to provide extremely honest feedback even if it hurts. People in the industry have come to expect his zaniness, and respect the Recruiting Animal for his individuality.

The video begs the question–what’ s your online differentiation strategy? Is it working?

Photo Credit Kamran Web.

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I’m excited to announce that our new Online Reputation Management Platform is ready for the public. In honor of all of your support and loyal readership, we are giving away 100 full access, premium accounts. And who is our system for? Everybody! Job applicants, consultants, small business owners, entrepreneurs, actors, professional service providers, authors – anybody whose web presence matters.

Use the promo code “BrandYourself” and

After countless hours working closely with readers like you, top HR folks and personal branding experts like Dan Schawbel, we’ve created a process that enhances your reputation, rather than hurts it. We walk you through our four step process with automated tools along the way. How can it help you?

Step One: Build

In the Build section, we help you create the content you want people to associate with your name. We help you pinpoint your core strengths and build high ranking web pages and profiles that demonstrate them.

Example Tool: Google Results Organizer

Throughout the process we’ve built some cool tools. Our Google Results Organizer is a fun way to discover how people perceive you when they Google you. You identify which results are about you and which are not by clicking and dragging results into appropriate columns. Our search engine optimization tools in the next section will then help you raise relevant results up above negative or irrelevant results.

Step Two: Optimize

Creating favorable content is not enough. The optimize section empowers you to choose which content shows up at the top of Google over negative content, irrelevant content and other peoples’ results.

Step Three: Promote

Being found when people are searching for you is an excellent reactive approach. In the Promote section, we help you proactively promote your content to the right people in the right places. We help you do this via social media by serving you daily recommendations of what to do next, and who to connect with to build your brand’s network.

Step Four: Monitor

Growing your reputation is an ongoing process. In the Monitor section, we make it easy to monitor your progress along the way by tracking changes in Google results and mentions of your name across the social web.

Over the past few months we’ve literally lived at the office, building the platform you can now try for free today. We’ve built something we are proud of, and we can’t wait to share it with you – and hear what you think.

For the first ten people who comment with feedback on the system, we’ll email super-extended free trial promo codes!

So poke around and let us know what you like, and what you’d change. Meanwhile, RJ Sherman (our Chief Technology Officer) can finally step away from his triple computer monitors and get some fresh air.

Sign up for your free trial >

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Wouldn’t it be great to crack the first page of Google results for a search of your name?  Or, if your links already appear on the first page, wouldn’t you like to add yet another result?  Your Google Profile is the simplest, most sure-fire way to add another opportunity for searchers to find you.

Once published, a preview link to your Google Profile will appear at the very bottom of Page 1 search results for your name – which can be extremely beneficial if you have a common name (and others have not yet claimed this space).  Here is an example:

To create a Google Profile, navigate to http://www.google.com/profiles, and come armed with a Google account (Gmail, Google Wave, etc).  From there, updating your profile is an absolute snap.  Follow these 7 steps to create the perfect Google profile that describes you well and encourages searchers to find and contact you elsewhere on the web.

1.  Display your full name and allow others to contact you.

Your Google Profile exists solely so searchers can find you and contact you -  checking these 2 boxes makes perfect sense.  All reward, no risk.

2.  Upload a picture.

Keep in mind that most folks searching for you via Google will likely know something about you, but not everything.  Maybe they met you at a conference, and only remember your name and face?   Including a close-up shot is the easiest way to set you apart from others that share your name.

3.  Include a detailed history.

Same philosophy as above – those searching for you will likely recognize you by a single defining trait.  Did they grow up with you in Omaha, Nebraska?  Do they know you from college or from prior work experience?  Take the time to fill out your past history in full detail, so anyone from your past will recognize that you are you.

4.  Write a killer “What I Do” section.

In the “What I Do” section, Google provides the examples of  “Actor, Engineer, Scientist”.  Boring!  Instead, amp this section up by including a few provocative titles that really describe what you do.  For an excellent example, see the snapshot below from Meg Guiseppi’s profile.

5.  Write a brief, but informative, bio.

Your Google Profile is not a final destination, it is merely a portal.  So, keep your bio brief and to the point.  Include enough information to identify yourself, and to encourage searchers to contact you elsewhere (embedded links work great mixed in with your text).  Note: Others might debate my point about keeping your bio brief, as many have an extremely long description.  Ultimately, it is up to you.

6.  Link, link, link.

Google allows you the opportunity to link to anywhere and everywhere you’d like.  This is your opportunity to send searchers to the real places you want them to connect with you.  Take a look at the Google profile of Robert Scoble, who has linked to over 40 places you can find him on the web.  Wow!  Here is a screen-shot of the pages I’ve linked to.  How many web destinations of your own can you think to link to?

7.  Include common misspellings of your name.

Google realizes that not all web searchers are prolific spellers.  You can include all the potential misspellings of your name so that your Google Profile will appear for all queries.  (Brett Favre, this is your lucky day).

What do you all think?  Do you have a Google Profile?  Share your link in the comments, let’s see those shiny profiles!

Ryan Rancatore can also be found at Personal Branding 101, discussing the tools and tactics that will help you build a killer personal brand in 2010 and beyond.

Ryan would love to connect with you on Twitter at @RyanRancatore, or on Linkedin, Facebook, or Brazen Careerist.

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Everyone’s personal brand is different, even if by the tiniest subtlety.  So, there are very few “sins” of personal branding that universally apply to all.  But, I’m confident that the seven personal branding sins listed below can be applied to everyone – including you (but let’s hope they don’t)! 

Without further ado, here are 7 sinful characteristics of a personal brand that you should absolutely aim to avoid. 

1.  Thinking you don’t need a personal brand

Surprise!  You do need a personal brand, and in fact, you have one whether you like it or not.  The experience that occurs when someone Googles you? That is one reflection of your brand (even if nothing shows up).  Your LinkedIn profile, or lack thereof?  Yet another extension of your brand. 

Personal branding is a bit like fashion.  Whether you know it or not, you’ve got a unique sense of style that the whole world can see. 

2.  Misrepresenting yourself

The internet is a glorious place where we all have the freedom to say and do pretty much whatever the hell we like.  Empowering? Yes.  Overly empowering? Maybe.  Artificially pumping up your personal brand by misrepresenting your experience or skill set will only come back to eventually bite you in the ass. 

Specifically, don’t call yourself an expert or a guru unless you really are one.  Those words are utterly meaningless unless you can quickly back them up. 

3.  Making your personal brand ALL about you

Sure, your personal brand is ultimately a reflection of you and you alone.  But, do you want that reflection to be of a self-centered individual that only looks inward? I hope not! 

I love the 90/10 rule put forth by Jack Humphrey.  Make 90% of your communication about others, or how to help others, and save a maximum of 10% for you.  Will this dilute your personal brand, you might be wondering?  Absolutely not.  Instead, you will come across as knowledgeable, truly willing to share the ideas of others, and ready to lead them to success. 

4.  Building a brand you don’t believe in

Admittedly, the personal branding hype machine is screaming at an all-time high right now.  But don’t be confused into thinking you simply must build a brand this instant around your current job or area of study.  If your heart isn’t in it, or you have self-doubt over your current path, take time to sort it all out. 

Consider Ola Rynge’s take on the importance of passion.  If you are lacking passion, your personal brand will lack passion as well. 

5.  Forgetting the “personal” in personal branding

I find it quite interesting that businesses today attempt to humanize their corporate brands, while many individuals are actually doing just the opposite with their personal brands.  Personal branding is not about hiding your unique traits, it is about making them shine bright! 

The one thing that separates you from the rest of us is not your proficiency with Microsoft Excel, or your super slick profile pic.  What separates you is the fact that…I don’t know actually, you tell me.  Would I know it from your outward personal brand? 

6.  Forgetting the “social” in social media

Social networking is a huge part of personal branding today.  It is absolutely the most effective way to connect with others and communicate your unique message.  But, if all you are doing is repetitively shoving your message down the throats of your network, you will soon be all alone, screaming to no one. 

One of the best examples I can give is Scott Stratton, @unmarketing.  Scott exemplifies all that is good about social networking, and provides an excellent example to follow.  As he puts it, “Engage, Interact, Build.”  Check him out. 

7.  Never taking a day off

The 24/7, lightning quick world we operate in today is truly amazing.  Sometimes I get the feeling that if I miss an hour on Twitter, something Earth-shattering will happen without me.  I’ve got to get over that, and I bet you do too.  So you don’t tweet for a day – will you lose followers? Or your blog goes stagnant for a week.  Will your subscribers panic and unsubscribe? No and no. 

While it is true that your personal brand is publicly viewable on the web 24/7, don’t think that your personal branding efforts must follow the same time schedule.  Taking time off just might be the catalyst you need for a more inspired brand. 

What do you think?  Do you agree or disagree with the 7 “sins” listed above?  Any universal no-no’s that I’ve left off the list?  I’d love to hear your feedback in the comments section below. 

Ryan Rancatore can also be found at Personal Branding 101, discussing the tools and tactics that will help you build a killer personal brand in 2010 and beyond.  

Ryan would love to connect with you on Twitter at @RyanRancatore, or on Linkedin, Facebook, or Brazen Careerist.

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