The 16th Minute: Creating a Personal Brand

The 16 th Minute Revised January 2009 Next live performance @ ASTD International Conference, Washington, DC, Summer 2009

Let’s start right now creating your personal brand. Construct a sign using only graphics or numbers that illustrates your personal brand. Use the 5X8 cards and crayons on the table. NO TEXT ALLOWED. Then describe your brand with others.

Your Agenda

Discussion

What’s your brand right now?

Intersection of brand factors

Brand Goes Up & Down

Discovery & Decision

The Puzzle of Marketing Gravity

Your new brand environment

Thinking up a S*M*A*R*T brand

Brands at Top of Mind

List personalities recognized by one-name

Name a laundry detergent

Name a carbonated soft drink beverage

Brand Factors Market Needs

Brand Factors Market Needs Skills

Brand Factors Skills Passion Market Needs

Where does your brand intersect? Skills 1 2 3 4 Passion Market Needs

Brand Ups and Downs Who’s Doug Caldwell? Get me that guy Doug Caldwell. Get Doug Caldwell if you can. Get someone close to Doug Caldwell Get me a young Doug Caldwell. Who’s Doug Caldwell? Get Doug Caldwell!!!

Creating Marketing Gravity Your Services and Relationships Pro bono work Commercial publishing Position papers Radio interviews TV appearances Advertising Passive listings Speaking Web 2.0+ Electronic newsletters Word of mouth Trade association leadership Third-party endorsements Referrals Print Newsletters Print interviews Teaching Alliances Products Networking

Creating the new environment for your brand Your brand Trade association leadership speaker TV interview Trade publication

Importance of Word of Mouth “ People” (friends, family, or other people) are among the two or three “best” sources of ideas and information

S pecific M easurable A chievable R ealistic T imely = S*M*A*R*T* action What’s your S*M*A*R*T* action to have a 16 th Minute?

Is your action worth “35” points?