Personal BrandingMarketing Yourself to the World

Personal Branding isn’t for Everyone

Personal Branding is for Everyone

Why Does Branding Matter?

Takeaways

• Formulate your brand identity

• Make people pay attention to your brand

• Force Serendipity - Help People Find You

“Search” is owned by Google“Social Network” (and perhaps “Friends”)

is owned by Facebook

What is a Brand?

“Search” is owned by Google“Social Network” (and perhaps “Friends”)

is owned by Facebook

What is a Brand?

Internet & Software

1 “E-commerce” is owned by Amazon

2 “Job Boards” is owned by Monster

3 “Music” is owned by iTunes

4 “Online Auction” is owned by eBay

5 “Software (Cloud) is owned by Salesforce

6 “Software (Enterprise) is owned by Oracle

7 “Software (PC)” is owned by Microsoft

8 “Web Video” is owned by YouTube

9 “Restaurant Reviews (Print)” is owned by Zagat (now owned by Google)

10 “Sports Information (Internet) is owned by ESPN

11 “Sports Information (Print” is owned by Sports Illustrated

Music

12 “Reggae” is owned by Bob Marley

Retail

1 “Fast Food” is owned by McDonalds

2 “Coffee Out” or “Coffee To-Go” is owned by Starbucks

Content & Media

1 “Business News (Print)” is owned by The Wall Street Journal

2 “Children’s Books” is owned by Dr. Seuss

3 “Radio Politics” is owned by Rush Limbaugh

TV

1 “Comedy Skits” is owned by Saturday Night Live

2 “Music (TV)” is owned by MTV

3 “Sports Entertainment” is owned by ESPN

Beverages

1 “Beer” is owned by Budweiser

2 “Dark Beer” is owned by Guinness

3 “Soda” is owned by Coke

Consumer Goods

1 “Bandage” is owned by Band-Aid

2 ‘Sunglasses” is owned by Ray-Bans

3 “Tissues” is owned by Kleenex

Apparel

1 “Jeans” is owned by Levi’s

Automotive

1 “Car Rental” is owned by Hertz

2 “Car Share” is owned by Zip Car

3 “Hybrid Car” is owned by Prius

Words that Brands Own

What words do you own?

Work

Family

Friends

Family

Friends

Community Manager

MarketingInexperienced

Hard Worker

Fun Work Responsible

Giants Fan

Social

Work

Family

Friends

Community Manager

MarketingInexperienced

Hard Worker

Fun Responsible

Giants Fan

Social

Best Friend

Giants Fan

Generous

RudeComputer Whiz

BroAthlete

Social

Work

Family

Friends

Community Manager

MarketingInexperienced

Hard Worker

Fun Responsible

Giants Fan

Social

Best Friend

Giants Fan

Generous

RudeComputer Whiz

BroAthlete

Social

Social

Giants Fan

Good BrotherHandy man

Work

Family

Friends

Community Manager

MarketingInexperienced

Hard Worker

Fun Responsible

Giants Fan

Social

Best Friend

Giants Fan

Generous

RudeComputer Whiz

BroAthlete

Social

Social

Giants Fan

Good BrotherHandy man

Creating Your Niche

“A ‘competence’ that has no defined borders cannot be called a true competence.” - Charlie Munger

Circle of Competency

1. List out the things that you love to do2. List out the things that you are great at3. List out the things you do where you lose total track of time4. List out the things that others praise you for5. Put them all in a circle and live with it

Tennis Player

1. Andre Agassi

2. Rafael Nadal

3. Roger Federer

4. Serena Williams

5. Other dude

2902. Brian Kerr

Brand Ladder

3. Amy

2. Brian

1. Alex

Brand Ladder: Specificity

Impactful Brands

• Start from a point of weakness or value offering to build rapport.

Brand Story Telling

Impactful Brands• Start from a point of weakness or value offering to

build rapport.

• Alignment with your brand and your goals

• Give a follow-up action/story to share

Forcing Serendipity

Beacons - Be Findable

Beacons - Be Findable

Beacons - Be Findable

Utilizing M.O.B.i.T.s

• Fraternities

• Sports Groups

• Chess Meet-ups

• Urban Farming Groups

• SF American Marketing Association

Member Organizations with Built-in Turnover

Takeaways

• Define your Brand - Your Words - Specificity

• Get attention, tell your story, leave a CTA

• Force Serendipity - Help People Find You