Personal Branding Online

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How to create and brand yourself online and be enlightened in the process

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  • Personal Branding Online

    1. Personal Branding Online San Francisco * April 2007 Heather Schlegel * heathervescent
    2. Agenda <ul><li>Yourself as a Product </li></ul><ul><li>The Brand of You </li></ul><ul><li>Personal Branding Online </li></ul><ul><li>How to create your personal brand online </li></ul><ul><li>… and become enlightened in the process </li></ul>
    3. Seeing yourself as a product <ul><li>Detachment </li></ul><ul><li>Vision </li></ul><ul><li>End-goal </li></ul><ul><li>Execution </li></ul>
    4. Are you a product? <ul><li>Your experiences </li></ul><ul><li>Your knowledge </li></ul><ul><li>Your handiwork / code </li></ul><ul><li>Your skills </li></ul><ul><li>Your creations /creativity </li></ul><ul><li>Your network/contacts/rolodex </li></ul><ul><li>Your company </li></ul><ul><li>Your energy </li></ul>
    5. What is your product? <ul><li>You’re an expert in something </li></ul><ul><li>You’re passionate about something </li></ul><ul><li>What is that? </li></ul><ul><ul><li>Barcamps have taught us that everyone is an expert in something </li></ul></ul><ul><ul><li>Blogging has show that people have passions </li></ul></ul><ul><li>Passionate work does not feel like work </li></ul>
    6. Product Building <ul><li>When building a technology product, it’s about what the market, audience, users want </li></ul><ul><li>When building yourself, it’s about what YOU want. Who you want to BE. </li></ul>
    7. Traditional Marketing <ul><li>Value Proposition </li></ul><ul><ul><li>What makes you unique </li></ul></ul><ul><ul><li>Why would someone hire you </li></ul></ul><ul><ul><li>Why are you the best </li></ul></ul><ul><li>Market Research </li></ul><ul><li>Positioning </li></ul><ul><li>Pitching </li></ul>
    8. Multiple Identities = Multiple Brands <ul><li>Integrator vs Segmentor? </li></ul><ul><li>Which audience sees which you? </li></ul><ul><li>Think about whether (and how) you want to segment </li></ul><ul><ul><li>Professional </li></ul></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Family </li></ul></ul><ul><ul><li>World of Warcraft / Second Life </li></ul></ul><ul><ul><li>Burning Man </li></ul></ul><ul><ul><li>etc </li></ul></ul><ul><li>Like GM, has several brands, you can be several brands </li></ul>
    9. Market Research <ul><li>Who do you think you are? </li></ul><ul><li>Who/what do others think you are? </li></ul><ul><li>How do you want them to think of you? </li></ul><ul><li>Pay attention to yourself/your results </li></ul><ul><li>Do you like it? </li></ul><ul><li>Did it work? </li></ul><ul><li>This is you, you’d better like it. </li></ul>
    10. Positioning <ul><li>Relative - you are the center of your universe, but you’re not the center of everyone’s universe </li></ul><ul><ul><li>Some people will be smarter, more connected, have different products </li></ul></ul><ul><ul><li>Back to your passion, your expertise </li></ul></ul><ul><li>Strategic partnerships </li></ul><ul><ul><li>Companies (aka a job) </li></ul></ul><ul><ul><li>People </li></ul></ul>
    11. Creating your Identity <ul><li>Your Name </li></ul><ul><ul><li>Unique </li></ul></ul><ul><ul><li>Flattering </li></ul></ul><ul><ul><li>Domain </li></ul></ul><ul><li>Personality </li></ul><ul><ul><li>Online style (email, IM) </li></ul></ul><ul><ul><li>Offline style (dress, personality) </li></ul></ul><ul><li>Leave something to the imagination </li></ul><ul><li>Use Mentors and Role-Models </li></ul><ul><li>Must be authentic!!!!!!!!! Be yourself </li></ul>
    12. Your Name <ul><li>Easy to say, easy to spell </li></ul><ul><li>Authentic, meaningful, metaphorical </li></ul><ul><li>Visual, memorable, provocative </li></ul><ul><li>Something you like </li></ul><ul><li>Your personality </li></ul><ul><li>Don’t force it </li></ul>
    13. The Creative Mindset <ul><li>Be Authentic </li></ul><ul><li>Be Focused </li></ul><ul><li>Be Relaxed </li></ul><ul><li>But don’t wait for perfection </li></ul><ul><li>Rapid identity iteration </li></ul>
    14. Using your Brand <ul><li>Consistency </li></ul><ul><ul><li>Name </li></ul></ul><ul><ul><li>Picture </li></ul></ul><ul><ul><li>Easily identifiable as YOU </li></ul></ul><ul><ul><li>Always link back to your main page </li></ul></ul><ul><li>Online </li></ul><ul><ul><li>Social network, blogs, websites, commenting </li></ul></ul><ul><ul><li>Recommendations/Testimonials on LinkedIn, Flickr, etc </li></ul></ul><ul><li>Offline </li></ul><ul><ul><li>Business Cards </li></ul></ul><ul><ul><li>Getting your face out </li></ul></ul><ul><ul><li>Being memorable </li></ul></ul>
    15. And Enlightenment? <ul><li>Detachment </li></ul><ul><li>Known Thyself </li></ul><ul><li>Know where you are going </li></ul><ul><li>Now, let’s have fun / enjoy the world / discover / play / create really cool shit / make money and all go to Heaven, Nirvana, Valhalla </li></ul>
    16. Resources <ul><li>GTD – www.davidco.com </li></ul><ul><li>www.15secondpitch.com </li></ul><ul><li>www.superviva.com </li></ul><ul><li>Tom Peters strikes a match: </li></ul><ul><li>http://www.fastcompany.com/online/10/brandyou.html </li></ul>
    17. Contact <ul><li>heathervescent </li></ul><ul><li>www.heathervescent.com </li></ul><ul><li>[email_address] </li></ul>
    18. A Final Quote <ul><li>Look for your own. Do not do what someone else could do as well as you. Do not say, do not write what someone else could say, could write as well as you. Care for nothing in yourself but what you feel exists nowhere else. And, out of yourself create, impatiently or patiently, the most irreplaceable of beings.           </li></ul><ul><li>– André Gide </li></ul>

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