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Issue 2 > The global microbrand riff continues.

The global microbrand riff continues.

Hugh MacLeod checks in with more thoughts on personal branding.

For the greater part of the last decade, I have been using the internet to build what I'm fond of calling 'the global microbrand'.

A small, tiny brand, that 'sells' all over the world.

The global microbrand is nothing new. They've existed for a while, since long before the internet was invented.

Imagine a well-known author or painter, selling his work all over the world. Or a small whisky distillery in Scotland. Or a small cheesemaker in rural France, whose produce is exported to Paris, London, Tokyo, etcetera. Ditto with a violin maker in Italy. A classical guitar maker in Spain. Or a small English firm making $50,000 shotguns.

Here are some more thoughts, in no particular order of importance:

  • I think in many ways, the artist is the ultimate global microbrand. She just does her thing from wherever. If she's any good and fortune favors her work, her stuff is suddenly being seen, read or heard all around the world, without her having to leave her studio too much. Nice work if you can get it.
  • The good news is, so far it's gone extremely well for me. The bad news is, it has taken me forever to this point. Better late than never, I suppose.
  • I've had the most success helping to build global microbrands for other people, most notably English Cut and Stormhoek. The idea that I should start applying what I know about this world to my own commercial products didn't really kick in till earlier this year.
    Though business has been busy enough so far [and getting busier by the day], it's still a strange feeling for me. Seems like it's easier to promote other people's stuff than one's own stuff. You don't take it so personally, somehow.
  • Being an artist has three main components:1 making the actual work, 2 running the business, and 3 promoting the business. It's really hard to do all three at the same time. It's equally hard to find people who can take over some of the duties and responsibilities of 2 and 3. Good people who actually know what they're doing are rare and expensive.
  • I made my best work when I was relatively cold, hungry and desperate. This kind of experience tends to make one very unapologetic, years later, when the 'success' eventually arrives.

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