“Branding” — so pervasive in today’s consumer society — tells us what to expect from a Starbucks, a McDonald’s, a Target. We even know what the big “O” on Oprah’s magazine promises to deliver. But something that boomers might not have considered is our own ability, even our need, to brand ourselves — meaning our businesses and our individual talents and skills. In fact, personal branding is essential in today’s Web 2.0 world, says author Sherry Paprocki, who with husband Ray Paprocki, co-wrote The Complete Idiot’s Guide to Branding Yourself (Penguin/Alpha, 2009, $16.96). I gave Sherry a call to find out just what personal branding entails.

Why do people need to brand themselves?
It is so important right now because of the online media issue — the social networking — now that we’re into Web 2.0 and probably moving into Web 3.0. It’s become very important for people to pay attention to their personal brands. Because if they’re not paying attention, Google will be happy to brand you. Plug your name into Google and that’ll tell you what you are, or if you even “exist.”

Are there instances where the hits Google delivers are a bad thing?
Absolutely. That’s where the Millenials [born since 1985] have to get in touch with what branding is about. Our daughter, for example, is 22; she just graduated college and she started Facebook, her first page. So now that they’re out on the job market, they have to be very aware that everything that shows up online will “brand” them. We have a transparency issue, which makes it so much easier for people to find information about you: public records, court documents, traffic reports…

What does “branding” actually constitute?
Branding constitutes knowing how to publicize yourself in an appropriate manner. People over-publicize themselves and develop reputations based on that. If you don’t stay on top of our technological advances you could brand yourself a dinosaur. So know what Twitter is, so that when you have a conversation with anyone you’re aware of it. How do you get started? Personal branding means figuring out who you are, what you do, and what you plan to be in your life. It involves having your own set of collateral: advertising agencies and marketing companies have been doing this for years for corporate brands. As an individual you need to consider what you do, what your life is about — to have a business card, have a brochure. [Ray and I] know realtors and investment officers who have billboards publicizing their own company. If you have a company, people automatically put your face with that business. You can’t hide behind a business name; you need to be out in front of it. If you’re an artist that might involve doing flyers on a local coffee shop bulletin board. You need to have artwork and a logo appropriate to your brand. It can be something simple you create on a desktop or something more elaborate you have a designer design for you.

What’s a common mistake?
 People don’t pay attention. They try to do six different things. But to create an authentic brand means that you are being true to your personal principles and going in one direction so your projects are headed in that direction. What’s a little known tip about branding yourself? People in the media can be your friends. Learning how to work even with just a local community reporter can do an amazing amount of work for your brand.

What’s the role of social networking sites?
 They do have a specific role. Options like Facebook, LinkedIn, Twitter are communication tools. For example my mother, 72 years old, has been making Old World Santa Clauses for 20 years as a craft. She is creating a Facebook page for her fans so she can show the photos! Especially for baby boomers, we’re in an age where we have seen so many technological advances that we’re sort of tired of trying to stay on top. But it’s important to know what the terminology is so you can have an intelligent discussion about it. Are boomers going to have more trouble with branding because they’re not as web savvy as their kids? To be honest, I think brains are wired differently for the Millenials. Things are just natural for them, at their fingertips. For baby boomers, we have to take time out, sit down, and make sure we learn it. I have to tell you that I know how to “tweet,” but I hired a Millenial to design the background on my Twitter page!