Build your brand like Linus with a bit of marketing insight

Create and be aware of your brand then make sure to share it

Photo by Slidebean on Unsplash

One of the biggest things developers can do to stand out doesn’t have anything to do with coding.

What do Linus Torvalds, Dave Farley, and Javier Lozano have in common? Keep reading to find out.

Branding

We all admire certain brands. Perhaps you are an Apple fan. Or maybe every day you trek to Starbucks.

Ok, Tom, this is going a little far. What does branding have to do with software development?

I thought the same thing. Then I began to look around. I noticed that the leaders in the coding arena had this. They built a brand that set them apart.

Examples

Here are three examples we can use.

Linus Torvalds creator of Linux and Git.

Javier Lozano member of .Net Foundation.

Dave Farley co-author of Continuous Delivery.

Create

Each one of these has created a brand for themselves. Linus is probably the most popular. Many of us use Linux and Git every day.

Regardless they have crafted a brand. This brand focuses their work. Instead of learning lots of different things, they said “no”.

The act of focusing helped them become noteworthy. Using Cal Newport’s term they have put in Deep Work.

Share

Each of these three shares in their own way. Linus creates and shares his open-source software. Many of us use Git every day.

Javier is a Microsoft MVP. This is an award for those who share expertise with the community. He has repeatedly earned this award by presenting and helping others learn.

Dave Farley has been a thought leader for some time. First the book he co-authored with Jez Humble. Now with his YouTube Channel.

Consistent

Branding has to be consistent. We can’t be all over the map. For instance, Javier is all about .Net. He doesn’t vacillate.

Southwest Airlines is focused on being a low-cost airline. This helps them filter decisions—no frills just low prices.

Specialize

These three examples specialize. They are not generalists. The focus helps them create a unique brand.

My guess is you have gotten conflicting advice on this. I have too. Although the people that stand out specialize.

Correct

Be on the lookout for feedback. If your brand isn’t working adjust it. Ask your peers.

A few years ago Novell networks were big. Today there essentially don’t exist. Always be looking out for trends.

Change

Having a brand means it must adapt. We need to make subtle changes as we go. As Linux grew Linus had to shift their focus.

Developers can get stuck in our ways. Although with the pace of change in technology can leave us behind. Keep moving forward.

With these suggestions in mind, How can you apply them to your developer career? What would someone you work with say is your brand? Whether you admit it or not you have one.

You can disregard this and keep on trucking. Or you can reassess where you are and think about what supports your brand. It could be you just need a subtle shift.

On the other hand, you may need to start a complete overhaul. A former leader of mine was once deemed “The Elvis of Clipper.” What is Clipper you ask? I didn’t know either.

Technology work is a tumultuous sea. We need to make sure we stay on the right ship. If things are trending down. It may be time to jump ship. (Okay Tom enough with the sailing metaphors…)

Take a step back and look at your career. Better to change your brand than to neglect it. You will regret it later if you do!