Justin Oberman Argues Brands Are Built by Doing, Not Talking

In a recent LinkedIn post, Justin Oberman discusses a fundamental shift in how brands, both corporate and personal, are truly built. He contends that the conventional wisdom of starting with extensive strategy is misguided, asserting that historical success stories demonstrate a different path: one paved by product, service, advertising, and public action.

Oberman challenges the prevailing methodologies in both brand building and personal branding, arguing that they often prioritize talk over action. He states:

No brand in the history of branding was ever built by strategizing about the brand first.

He elaborates on this point by referencing iconic brands like Apple, Nike, and Liquid Death, suggesting that their brand equity was a byproduct of their offerings and their public-facing efforts, not pre-emptive strategic planning.

The Role of Advertising in Brand Genesis

Oberman highlights the historical connection between advertising agencies and brand creation. He notes that these agencies were instrumental in shaping brand perception through their advertising campaigns. According to Oberman, the effectiveness and longevity of these campaigns directly influenced the brand’s identity and its sustained presence in the market.

This is why we used to call ad agencies brand builders. They literally built the brand with the advertising.

He further explains that when advertising efforts were successful, they solidified the brand’s image. Conversely, if campaigns faltered, it signaled a need for a strategic pivot. This iterative process, driven by public reception and market feedback, is central to Oberman’s argument.

Personal Branding vs. Personal Publicity

The core of Oberman’s critique lies in the distinction he draws between the current personal branding industry and what he terms ‘personal publicity.’ While businesses historically relied on advertising to build their brands, Oberman argues that individuals need to leverage personal publicity for their own brand development.

He criticizes the typical personal branding advice, which often emphasizes pre-defined strategies, content calendars, and identifying specific ‘pillars’ or ‘adjectives.’ Oberman believes this approach leads to excessive deliberation and inaction.

The ‘Doing’ Approach to Personal Branding

In contrast, Oberman advocates for a more dynamic, action-oriented approach. He suggests that personal publicity involves ‘showing people and figuring out who you are along the way,’ a stark contrast to the conventional advice of ‘figuring out who you are and then showing people.’ This philosophy aligns with the historical success of corporate brands, which were built through public engagement and action rather than solely through strategic planning documents.

Personal publicity tells you to show people and figure out who you are along the way.

Oberman laments that the art of personal publicity has become a ‘lost art.’ To address this, he has dedicated two years to studying and applying these principles to his clients. He has also developed a digital course to share his findings and practical applications, aiming to revive this historical approach to brand building.