It’s definitely not a secret that we’re able to contact, meet, communicate with, friend up, follow and be followed by – and whatever other terms we want to use – people at such an exponential level these days, that the rules have been re-written when it comes to branding and its possibilities – especially when it comes to the personal brand.

I just tuned in to one of Gary Vaynerchuk’s vids on garyvaynerchuk.com (click here to watch it) which pertains to the scalability of a personal brand… how thin can the butter be spread on the bread based on the fact that time is limited and we as humans don’t have the cognitive organisational skills to handle hundreds of contacts and handle these at a personal level – let alone thousands.

I also found a very interesting article on the subject posted by TwistImage (Mitch Joel) which explains why it’s virtually impossible to scale the personal brand.

But if you happened to watch Gary’s video, at around the 3rd minute, he makes a statement which I find absolutely viable – “EFFORT” makes a personal brand scalable. And I agree 100%. Nobody expects Gary to shake every hand and kiss every baby, but you do get the impression that he wants to and is sorry he can’t.

Isn’t that more than most overpaid actors/singers/models/athletes/whatever type of celebrity have to offer? The fact that these people were always untouchable or from “another planet” made it OK for them to keep a distance and it being acceptable or even expected. But how long will this bucket hold water?

Social Networking is definitely bringing changes at breakneck speeds and this is just one of them. Gary Vaynerchuk has such a firm grasp on how and why he ticks, it’s not even funny.

Classic and traditional theories such as these are being thrown out the window – and I’m glad they are. Back to basics, talk-the-talk and walk-the-walk. That’s what it’s all about.

Keep it real and keep on keepin’ ON!