Claire Northfield on LinkedIn: In the realm of social media and digital influence, I stand out as a… (2024)

There I was waiting for boarding group D to be called so I could get on my flight when I got a text from my boyfriend (who was obnoxiously a few boarding groups ahead of me)..."That Gary Vee guy is sitting in first class on our plane."Sayyy whattttt. After I passed Gary, had a mild "OMG" moment, and processed the situation,I started thinking about the power of personal branding and social media. (Fitting, right??)For the remainder of that 5 hour flight, here's was what was swirling around my head 👇 Thanks to platforms like Instagram, TikTok, and LinkedIn the levels of fame and recognition people can reach have massively transformed over the past decade.We no longer just have traditional "famous people" who cause a stir when they're spotted.Now, there are micro-influencers, personal brands, and business owners at every scale who inspire awe and recognition from their audiences.But the wild thing is, most of these personal brands are so niche that you could easily walk right by them without realizing they're noteworthy figures to someone else.Out of all the people on that plane, how many of us do you think noticed Gary Vee as we walked past him in the aisle and thought "Holy sh*t, Gary freaking V is on my plane. Do I say hi?!"If I'm being honest, I'm pretty oblivious and would have most likely missed him if it wasn't for that text from my boyfriend. 😅I KNOW who he is and still could have walked right past him.But that's also not saying much because I've crossed paths with the Jonas Brothers not once, but TWICE in NYC, and both times it took my brain far too long to process who they were and why they looked so familiar.At any given moment, you could be seated next to someone doing incredible work that others admire, completely unbeknownst to you.No matter how well-developed someone's personal brand is, you rarely know who's around you unless you're part of their individual sphere of influence.And at the same time, anyone could have a "Holy sh*t, it's YOU?!" moment when they unexpectedly spot you, thanks to the personal brand and online community you're beginning to cultivate.👉 When you develop a personal brand, you're building more than just a business.You're building emotional connections with an audience of strangers who have similar interests and believe in what you represent. People will do a double-take when they randomly spot you because you've inspired and motivated them through your content and the work you've put out into the world.We live in an era where literally anyone can build a brand by sharing their unique voice and perspective.So what's holding you back from building that brand right now?

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This post I had in mind for this week was “Why You Should Procrastinate," but I am just going to postpone it to some other time because it is always great to practice what you preach. So I am going to switch the focus of this post to “Comparison: The thief of brand's joy," (full disclosure: this post is inspired by the amazing content of my amazing Mentee Somto Anyikwa put out today - go check it)I have been in this business (content management, brand management, brand analysis and all in between) for over a decade, and I can't count the number of times clients come up to me and want to create something similar to a big or rival brand. While, it is okay to imitate or ape the content or brand strategy of another brand. More often than not, this strategy doesn't work out well for them, and that's because brands are different, work with different data, and are at different phases of their growth. The fact that Tesla doesn't spend ads doesn't mean you should do the same unless you have 44 billion to buy a social media platform to push your brand as its number one influencer!!There is also the cautionary tale of Pepsi's ill-fated Kendall Jenner ad to the triumphant ascent of Airbnb; each serves as a testament to the power of authenticity and strategic alignment.One brand can thrive on a minimalist marketing approach, while another leverages expansive ad campaigns to dominate the market. The essence of effective brand management lies not in blind replication but in a nuanced understanding of individuality and context.You could even operate in the same market with another brand and have access to the same data, but how the data is applied should be unique to your brand and the stage of your growth. When you understand where you are as a brand, it is easier to craft your business strategy, data usage, and analysis that would take you to the next level. It is absolutely okay to love and admire other brands, but always ensure that you know your stage and craft ideas that make sense for you in more ways than one. - https://bit.ly/3Tto801#Brandstrategy #businessanalysis #contentstrategy

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𝐃𝐨𝐞𝐬 𝐢𝐭 𝐬𝐞𝐞𝐦 𝐥𝐢𝐤𝐞 𝐞𝐯𝐞𝐫𝐲 𝐰𝐞𝐞𝐤 𝐬𝐨𝐦𝐞 𝐛𝐫𝐚𝐧𝐝 𝐢𝐬 𝐛𝐞𝐢𝐧𝐠 𝐫𝐚𝐤𝐞𝐝 𝐨𝐯𝐞𝐫 𝐭𝐡𝐞 𝐜𝐨𝐚𝐥𝐬 𝐟𝐨𝐫 (𝐯𝐞𝐫𝐲 𝐚𝐯𝐨𝐢𝐝𝐚𝐛𝐥𝐞) 𝐛𝐫𝐚𝐧𝐝 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧 𝐞𝐫𝐫𝐨𝐫𝐬? 😬🤦🏻♀️🤷🏻♀️Last week it was Apple apologizing, this week it's Bumble.The cultural climate has changed and a lot of brands are running their marketing with a playbook from 7 years ago. And the thing that's even weirder is the communication is attempting to be modern, but a lot of companies do not have their finger on the pulse of what that means....TODAY.Why? Because they're doing a very poor job of LISTENING to their consumers. As I say in the attached article "By the time the consumer insights get to your desk - in a neat report compiled by analysts & consultants who have never worked in a marketing department or come anywhere near any one of your consumers - they are so outdated that you might as well just toss money out the window."I mean if only there was a way to actually be present in consumer conversations in real time.......🤔If you are in marketing, listening in on those conversations are happening on social media is 100% your job. Don't wait months for the trend reports, you have to get on the ground, in the trenches.Lurk, listen, and learn.#marketing #branding #consumerlistening #socialmedia #consumerbehavior Scintillate Brand Consulting

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Redefining Traditional Norms: Unlocking New Worlds of Opportunities with the Creatorverse Exchange Forget everything you knew! The age-old brand association process is undergoing a titanic shift, shaking up the traditional model. No longer are we bound by the lengthy chains of comms teams and influencer agencies or boxed into direct communication. The Creatorverse Exchange is here, and it's bruising the boundaries. Drawing inspiration from the expansive universe, this new platform mirrors its endless possibilities. It's a space where creators can skyrocket towards unexplored opportunities, connect with brands in a dynamic landscape, and transform the way we perceive partnerships. Just imagine, no longer lurking behind screens, drafting endless emails. Instead, you're in a vibrant marketplace, pulsating with opportunities that were once hidden within the traditional framework. A creator can now build partnerships with brands, big or small, without the obligatory middlemen. We're dipping our toes into unfamiliar waters, pushing the envelope and stepping outside our comfort zones. So, are you ready to embrace this revolution? Take a leap, dive into the universe of opportunities the Creatorverse Exchange offers, and make the shift from traditional to transformational. Let's break the chains and start a rebellion against the norm! Open the door to endless possibilities. Start your revolution, today! https://lnkd.in/dDz54fXS

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I find it very frustrating that it’s difficult to measure the impact of my work. I’ve worked at Aleph for 4+ years now, primarily working closely with our founders and portfolio companies to help them build their brands and tell their stories.It’s fun, it’s challenging, it’s rewarding, but it’s hard to measure. Even the measurable returns on brand investment can take significantly more time than the ROI of a google ad campaign.When I worked as a journalist, I could see how many people read an article I wrote, or watched a video I created. It was easy to judge.I recently had the chance to sit down withJames Vincenton a recent trip of his to Israel. He’s the king of brand and story. We talked about his work with Apple and Airbnb, Aleph’s portfolio companies, and of course our own brand at Aleph. And I asked him my question.How do you measure your work?Case studies. Sure. These examples are enlightening. Founder testimonies. Definitely. If a founder sees the value and impact of the work we do together that gives me huge gratification.He even told me he had crazy gratification years into his relationship w/ Airbnb, when during Covid they turned off their growth marketing and their numbers didn’t go down because of the brand they built. That’s amazing, but takes years or a global pandemic to see.I pushed. He pushed back.“What’s your favorite brand?” He asked me. I’m a cliche. Nike probably. Airbnb and Apple are up there. Disney of course.“The brands you love weren’t built with performance marketing,” he said. “They were built with stories and heart.”That’s the north star. It’s not only about numbers. At the end of the day (and at the start of the day?) you need a good story, or no one will care. Your favorite brands are your favorite brands because they tell you good stories. As Steve Jobs once said, the most powerful person in the world is the storyteller. If anyone has any better ideas on how to measure brand work would love to hear it!#storytelling

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Deciding where to spend your marketing budget in 2024? 👀 For brands, investing in community building is your best bet. From engaging with loyal customers, to sourcing ideas for new product development, here's why you should invest in community building next year—especially if your brand is aimed at millennial & Gen Z consumers. 📈 https://lnkd.in/e2d8qAkp

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Could building your brand feel any easier? Let me tell you a secret, it CAN. Whenever we think about establishing a brand, the initial thoughts can be quite overwhelming. It takes more than just the logo and tagline. It's about creating an authentic identity that resonates with your customers, employees, and even competitors. And guess what? The journey can start right from your home! Yes, one of the significant advantages of this digital age is the feasibility to operate from anywhere, and isn't that a relief? Home may not be a conventional workspace but think about the many benefits it offers - comfort, flexibility, no commute time and most importantly - Significant Cost savings! Additionally, with the proper use of digital marketing strategies like SEOs or engaging content creation through influencers - reaching out to your potential customers has become more straightforward than ever. To sum up, starting from scratch doesn't need to be daunting. Utilizing available resources effectively can take you a long way in establishing your brand. Remember, Rome wasn't built in a day, and neither will be your brand. But every step counts! Stay motivated.

If you’ve known me a while, you’ll know that in the last few years I’ve made a major life switch in moving from New York City to St Barths, casually building a business around the world. It’s been a wild ride to say the least. I’ve been moving so fast my updates here haven't shed light on much behind the scenes, BUT I’m excited to reveal more of what I’m doing. Especially, what’s planned on the island going into 2024, and how you can potentially get involved. And as it turns out, my moonlighting influencer era taught me A LOT.So if you’re a:🌴A brand marketer that manages creative, social &/or production budgets looking for a way to capture elevated content people dream about, on budget🌴 A small to medium size agency seeking an easy way to offer adjacency services with a partner🌴 Responsible for influencer / creator initiatives that raise the bar on innovative and unique campaigns that deliver real impact🌴 Publisher that wants access to incredible environments to shoot and activation opportunities in a market reserved for the ‘rich and famous'🌴 Individual ready to spice up your personal branding and imageI’m inviting you to apply for the ☀️ St Barth’s Content Retreat ☀️, designed to enable strategic creation & production in paradise so you develop an insane, on-brand vault of content built with social in mind, also for use in any owned channels. The catch? 👉 You’re already a conscious business and you’ll commit to support local sustainability initiatives on the island. ⭐ APPLY via the link in comments #contentmarketingstrategy #traveldestinations #contentcreation #socialmediamarketing

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Everyone’s a sellout now.Last week, Thomas Power sent me an article (linked in the comments)It was written about the requirement for artists to build their ‘personal brand’And how out of alignment with their values this feels...‘It’s not that they want to be spending their time doing it, it’s that they feel they have to’“I think that millennials and Gen Xers really feel like sellouts’‘It’s not what they imagined their career to look like. It inherently feels wrong with their value system.”The article believes that the rise of social media has resulted in art getting worse...As artists focus more on becoming a marketer for their productThen on the product (music) its selfI find all opinions on personal branding really interestingAnd I love seeing these conversations, even if they're 'negative'For me, I truly believe, and have always believed that social media and personal brandingHave in fact democratised success, creating a meritocracy for people who do the work, to fly... without the requirement of management, being spotted or being in the right place at the right time Like water, which can save your life, or drown youI know that social media isn't all good, and I know the negative impacts it hasBut in this context, my opinion is quite clearIts survival of the fittestThose who want it most, will achieve the success they desireThose who complain about the way it is, will live their lives as a 'starving artist' Full of principles, but not living out their dreamsThe skill of marketing and content creation (a different kind of art, but still art)Is a powerful skill to learn, and if we start to see ourselves as mini businesses, Our autonomy and freedom over our own lives increases drasticallySocial media puts the opportunity for success in your hands, Rather than waiting for your big break from some white guy sat behind a desk at a record label (in this context)What I find interesting with personal branding, is the negative stance people so often takeThat we don’t see this as an INCREDIBLE opportunityFor anyone to share their message with the worldWith almost 5 billion people now on socialThe fact we have access to that level of distribution from our phones, in our bedroomsWill never cease to amaze and excite meI can’t help but think, why do we have to complain when it takes work to achieve our dreams?And why does building a brand on social have to go against your values? Yes, if you're following others and copying trendsBut if we take a longer term mindset and take time to find our voiceDoes it have to be 'selling out'?I’d love your thoughts on this, and am very open to all opinionsIs this an incredible time to be an artist?Is technology increasing the world of the survival of the fittest?Or maybe...Are we ALL sellouts?

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