Packaging

What Do You See?

Feedback is a very important part of how I do what I do. I count on the feedback of friends, colleagues, clients, critics, and a whole slew of other people to understand how what I do is being perceived. My post earlier today about my evolving brand was very helpful to me. It helped clarify what I’d already started to suspect: I need to build a better core reason for participating here. Oddly, this kind of has roots in my earlier post about magazine thinking.

It’s all in packaging. (For understanding, see also Seth Godin’s great post on the same.)

Packaging HBW and Chris Brogan

The bridge between everything I do is this: I aspire to help people grow and improve their businesses. I show people how to be more human in a business context, and how to get the value from that experience.

When I talk to really big companies like Microsoft or American Family Insurance, I talk about being human. When I talk to small business people like therapists and pilates instructors, I talk about being human. I show ways to use today’s web to build influence, improve reputation, and earn trust. It’s the same thing, with different executions. I get as much pleasure out of both experiences, by the way. I love seeing a solo owner find value in the tools and ideas I share, and I love it when a big company gets something out of my ideas, especially if it means better customer service for others.

Human Business

Human business is sustainable, relationship-minded business. I think that small companies have a much better chance at working from that mindset, in connecting with people at a human scale and forging their missions around that. If you’re coming here, it’s because you’re curious on how to use social business tools to improve your own goals and growth. That’s what I’m doing.

If [chrisbrogan.com] Were a Magazine

If this site were a magazine, I’d say that it needs a bit more of an editorial filter. But it’s not. It’s a personal site that’s grown into a lot of things to a lot of people. It’s a place where sometimes you feel I’m talking to you, and other times, you wonder if I’ve moved on. That must be tricky. I’ll certainly work on it.

In the interim, understand this: what you’re getting here are all my experiments in near-real-time. You get to see and interpret what works and what doesn’t because I share as much of it as I can. I want you to see my good days and my bad days, because that story in business is rarely told. Tomorrow, I’ll talk about family, and you’ll see even another angle of who I am that’s rarely shared.

More on Magazines

Why did I create Dadomatic? Because it’s a great small business idea: a media property that gives a dad’s perspective on parenting. 67% of our readers are women, by the way.

Why did I create Escape Velocity? Because it’s a great showcase of people who love personal development and business growth. They support human business.

My business, such as it were, manifests in a few ways: speeches, consulting, media creation, and community education. But I’m teaching the same stuff in different ways. You can see that they all connect around that theme of helping people improve their businesses and their growth.

Packaging Matters

In 2011, you’ll see even more improvement on what you get when you visit my site and the various projects I’m working on. I won’t let you down. And I’m grateful for your help in seeing myself better, and in understanding your confusion.

Thanks.

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  • Bobby

    Just a thought: Chris Brogan is not a product, but a human being. And humans are, by definition, dynamic and evolving entities. In other words, it is almost counter-intuitive to “package” and sustain a “brand” around something (someone!) who is never standing still, always growing, forever developing. That being said it is definitely a good idea to have a very clear brand, distinct positioning, and readily recognized “presence” and image. As we say where I work, you are not your business – but your business is a reflection of you.

    • http://www.youintegrate.com Kneale Mann

      Some would argue that Tiger Woods (good or BAD) is a brand. Same with Roger Federer or Sydney Crosby. If you subscribe to the definition that a brand is an experience then an object or a person can be a brand. Ask a Harley-Davidson rider, a Green Bay Packer fan or a Jimmy Buffet concert attendee if they are simply riding a motorcycle, watching football or listening to music.

      • Bobby

        I agree! The only caution I would add is that, unlike a product or a company which tends to be static and constant over long periods of time, a person might not want to be constrained by the parameters of a percieved “brand” image of themselves. So perhaps the answer lies in recognizing that a person’s brand, by definition, can be expected to change, shift, and evolve as that person changes, etc. I don’t expect the Chris Brogan of 2012, for example, to be the same Chris Brogan I knew in 2010. Cool stuff to think about though :)

    • http://www.youintegrate.com Kneale Mann

      Some would argue that Tiger Woods (good or BAD) is a brand. Same with Roger Federer or Sydney Crosby. If you subscribe to the definition that a brand is an experience then an object or a person can be a brand. Ask a Harley-Davidson rider, a Green Bay Packer fan or a Jimmy Buffet concert attendee if they are simply riding a motorcycle, watching football or listening to music.

    • http://chrisbrogan.com Chris Brogan

      Wow, I’d answer, but Kneale had a better answer than me. : )

  • http://matthewm.org Matt Medeiros

    I called this!

    (well you did)

  • http://www.paulylacosta.com Paul L’Acosta

    Chris, I really can not wait to see what you bring to the table in 2011. This has been a great year of learning and cataloguing your every move. Hope the new year gives you that extra time to rock it out even more! Cheers! ~Paul

  • http://www.paulylacosta.com Paul L’Acosta

    Chris, I really can not wait to see what you bring to the table in 2011. This has been a great year of learning and cataloguing your every move. Hope the new year gives you that extra time to rock it out even more! Cheers! ~Paul

  • http://www.youintegrate.com Kneale Mann

    I was out to dinner with friends last night and as we were perusing the menu, one friend said “oh, this looks good!” It was words on a menu but she had an image conjured by the description of the item. She did order it and it was fabulous. The “packaging” was the experience, the service, the look and style of the menu and all would have dissolved if the food was crap.

    I found out very personally a couple of weeks ago the importance of packaging as I redesign my web spaces. We read and talk and tweet a lot about this platform and that button, SEO this and keyword that, artwork here and font choice there. But without great content that connects to a certain audience, (and to butcher the Bard) it is all just artwork signifying nothing.

    Packaging is not unlike branding which is left in the hands (and perception) of the customer. We can set the stage but (to butcher yet another great saying) the connection is in the eyes of the visitor.

    • http://chrisbrogan.com Chris Brogan

      Very true, sir. Thank you. : )

  • http://twitter.com/RyanCritchett Ryan Critchett

    This is it! A huge part of my movement is helping people to understand that “human side” of things and relationship minded interaction. Thanks for posting this.

  • Kradr2

    This medium is your rub !

    Quite noble Sir !

    If I may be so bold, the first thing that comes to mind ( I’m an outside looking in here ) You ‘re medium is your massage, this medium is the massage, the medium is the message… Marshall McLuhanism !

    All the cybber world is your stage, and all the men and women merely players here : they have their exits and their entrances; and one man in his time plays many parts, his acts being seven ages.

    Via …..William Shakespeare

    So my friend , let us child play her .

    I see more of a school room her. You’re the head master and we are your pupils . This seems to be the underlying dynamic here… I can see this because I did not go to school. I’m the ease dropping Janitor who has his 2 cents ( BreakFast Club )

    Rewind to the medium is your message. Show us that you’re a communicator that facilitates communication and take your bow, exit stage right, left, you call it.

    PS. In more literal terms, lets see you create synergy her from all dimensions, between us, us and you, all of us and our world.

    ~ KR

    • Kradr2

      PS. yes, I know … I can’t see the small type . Please forgive my academic bad manors. It’s the janitor in me . Clorox any one ?

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  • http://pulse.yahoo.com/_23EWKOGAWI3ZAVKEWP6YJ7D34U Adam Macbell

    This is the Business for the Concern to the people who are been searching for the business.Its all the Development issues for the people that make them stable to the comforts.

    sell gold

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  • Robin

    Chris,
    We haven’t met. We’re different generations of tech pontificators from different sides of the country.
    I like what you do and how you think, but the new site for not for profit and education? You’ve got to lose the liquor shelf cum book shelf background — unless it’s really part of your brand.
    Will you be at CES? Would love to say hello.

  • http://www.coopersbarnyard.com Frankie Cooper

    Packaging is an interesting concept that will help business owners grow and create a brand name for themselves.

  • http://pulse.yahoo.com/_QSSTCLMTXCM5AZZJGT2X3XAEK4 Jonn Smiith

    It was words on a card but she had an angel conjured by the description of the item. She did adjustment it and it was fabulous. The packaging was the experience, the service, the attending and appearance of the card and all would accept attenuated if the aliment was crap.
    chiropractic marketing

  • http://pulse.yahoo.com/_QSSTCLMTXCM5AZZJGT2X3XAEK4 Jonn Smiith

    It was words on a card but she had an angel conjured by the description of the item. She did adjustment it and it was fabulous. The packaging was the experience, the service, the attending and appearance of the card and all would accept attenuated if the aliment was crap.
    chiropractic marketing

  • http://www.downtownseattlechiropractic.com Drdevine

    If only more people understood the power of being present in the ‘Here And Now,’ of how EFFECTIVE it is for business, they would be far more successful.  .