Next Level Executives

What do Guy Kawasaki, Seth Godin, and Barack Obama have in common with MC Hammer?

Okay, I know the title of the post gave it away. Yes, they all use Twitter. The real question I guess is, why do they use Twitter?

What does Twitter, this ridiculous mico-blogging tool that limits posts to 140 characters have to offer these guys? At first glance it seems insane that anyone who takes himself seriously, or even the Hammer, would consider joining the fray where the question “What are you doing?” is often answered with total honesty. And like almost every Twitter user on the planet that is what I thought until I started using the tool and watching how others use it.

I signed up for Twitter back in October 2007 during PodCamp Boston but it was useless to me. I was following one person and had one follower, Aaron Strout of Mzinga. I already had Aaron’s email address, his IM screen name and his phone number, there was simply no reason to use Twitter just to talk to Aaron. I left it alone until a few months ago when I noticed Aaron had added his Twitter handle to his email signature and I decided to take a second look. Then I Googled Aaron Strout and noticed that not only does his name fill page one but his Twitter page ranks number three.

Why is Twitter Useful For Me?

Once I saw Aaron’s rankings I was sold because despite owning two companies, Course Pilot Financial and Next Level Executives, with separate and distinct brand identities I knew that my own name was associated very closely with each. A quick Google search for Mike Langford made me realize I needed to take some action. There apparently is some famous photographer with the same name along with a few others. If I wanted to be found through this noise maybe tweeting could help.

Guess what? It worked. I am all over page one on Google now. But the story doesn’t stop there.

I realized in the process that Twitter is actually an amazing Personal Branding tool. When I noticed Guy, Seth, Barack and yes you too Hammer, were on Twitter I had to wonder why. Why would two prominent business thought leaders, a potential leader of the free world, and a guy who used to wear big poofy pants while dancing side to side like a hermit crab be on Twitter? Then it dawned on me.

The First Rule of Branding: Awareness

All four of these men depend heavily on the strength of their personal brands as a key component of their continued success. And in the world of branding, awareness rules.

For my money, and Guy Kawasaki and I agree that we would pay to use it, Twitter is by far the most effective tool in existence for generating and maintaining brand awareness. When Guy responded to my tweet about a future business model for Twitter over 13,000 people saw my name. As a result a few of them decided to follow me. The same thing happened when Chris Brogan took the time to say “nice to meet you” after a Tweetup.

Remember, people on Twitter are not just random eyeballs, these people made a decision to follow certain people.

Aware of What Exactly?

Now there’s the rub. Name recognition alone is not brand awareness. Your brand starts to come through when people develop an expectation for what you are about. I know Seth Godin is out to help business people become better marketers. When he tweets there is a consistency with this expectation and his personal brand is reinforced.

So, where does this leave me. I am using Twitter to extend my personal brand to new territory. As a financial advisor I am known quantity, Mike Langford stands for honesty, integrity and a commitment to excellence. In taking on the leadership of Next Level Executives I find myself needing to add new features to the @MikeLangford brand. If you follow me you will quickly see that I am working hard to associate with and learn from some of the leaders in the social media scene. You will also notice that I frequently promoting others and brokering connections between successful business people.

Of course you will also see the occasional plea for a venti iced coffee here and there as well. Let’s just say it is all part of the master plan.

What Are Your Thoughts?

• Do you have a personal branding strategy? Does it involve Twitter?
• Do you have any examples of great personal branding campaigns that involve Twitter?
• Did I miss anything?