I am a Brand

Hi. My name is Aviva and I’m a brand.

That sounds like the typical introduction at a 12-step meeting. Much like an addict, this is not something I ever intended to become. I didn’t wake up one morning and decide to create this persona but this is where my choices led me.

It all started innocently enough. When I began writing for fun and profit, my topics were mainly my personal life – my horrible first marriage, my incredible second marriage, and the antics of our beautiful blended family of seven. My husband and our kids did not sign on for this life and everything it could entail so I selected a pen name to protect their anonymity.

When I established this pseudonym on social media, I was very clear about how I wanted to portray myself. Politics were immediately off the table because it could turn off a large group of potential readers. The same was true for religious discussions. I do my best to remember to post about all the groups major holidays but I could certainly be better. Swearing was an absolute no on my social media. Unless I hit my thumb with a hammer or I’m around a small group of very good friends, I don’t typically swear in real life. Doing so under my pen name would be a major turn off for the parents who could potentially purchase my children’s books.

As I connected with other writers on social media, I discovered a large group of potential authors who feel they can self-publish a book without editing. The most common reason given is they can’t afford an editor. Rather than saving up for this service, they rush a poor product to market. One man even said he didn’t care if the reader didn’t finish the book because they can’t return it and he still has the reader’s money.

I was shocked by this cavalier attitude. I tried explaining that an error-ridden book damages your brand. You may have the reader’s money now but you won’t dupe them into buying a second book. The author’s brand may never recover from this rush to market with a less than stellar product.

Brand? That was a light bulb moment for me. Although I’m not a Kardashian, I am still a brand. Every action is carefully thought out for how it may damage my brand. My reputation.

This is how real life goes. Even if you aren’t marketing a product, you are still selling yourself. Your social media can be viewed by potential and current employers. Your family and friends judge you by what you post and how you act.

Call it what you will – brand, reputation, or character. One bad decision will impact how others perceive you for a very long time. Think about your actions and decide if that is really how you want people to know and to remember you.

I am as proud of my personal reputation as I am my professional brand because, even though they are different names, they are both mine.