Personal Branding Online

Personal Branding Online San Francisco * April 2007 Heather Schlegel * heathervescent

Agenda
Yourself as a Product
The Brand of You
Personal Branding Online
How to create your personal brand online
… and become enlightened in the process

Seeing yourself as a product
Detachment
Vision
End-goal
Execution

Are you a product?
Your experiences
Your knowledge
Your handiwork / code
Your skills
Your creations /creativity
Your network/contacts/rolodex
Your company
Your energy

What is your product?
You’re an expert in something
You’re passionate about something
What is that?
Barcamps have taught us that everyone is an expert in something
Blogging has show that people have passions
Passionate work does not feel like work

Product Building
When building a technology product, it’s about what the market, audience, users want
When building yourself, it’s about what YOU want. Who you want to BE.

Traditional Marketing
Value Proposition
What makes you unique
Why would someone hire you
Why are you the best
Market Research
Positioning
Pitching

Multiple Identities = Multiple Brands
Integrator vs Segmentor?
Which audience sees which you?
Think about whether (and how) you want to segment
Professional
Personal
Family
World of Warcraft / Second Life
Burning Man
etc
Like GM, has several brands, you can be several brands

Market Research
Who do you think you are?
Who/what do others think you are?
How do you want them to think of you?
Pay attention to yourself/your results
Do you like it?
Did it work?
This is you, you’d better like it.

Positioning
Relative - you are the center of your universe, but you’re not the center of everyone’s universe
Some people will be smarter, more connected, have different products
Back to your passion, your expertise
Strategic partnerships
Companies (aka a job)
People

Creating your Identity
Your Name
Unique
Flattering
Domain
Personality
Online style (email, IM)
Offline style (dress, personality)
Leave something to the imagination
Use Mentors and Role-Models
Must be authentic!!!!!!!!! Be yourself

Your Name
Easy to say, easy to spell
Authentic, meaningful, metaphorical
Visual, memorable, provocative
Something you like
Your personality
Don’t force it

The Creative Mindset
Be Authentic
Be Focused
Be Relaxed
But don’t wait for perfection
Rapid identity iteration

Using your Brand
Consistency
Name
Picture
Easily identifiable as YOU
Always link back to your main page
Online
Social network, blogs, websites, commenting
Recommendations/Testimonials on LinkedIn, Flickr, etc
Offline
Business Cards
Getting your face out
Being memorable

And Enlightenment?
Detachment
Known Thyself
Know where you are going
Now, let’s have fun / enjoy the world / discover / play / create really cool shit / make money and all go to Heaven, Nirvana, Valhalla

Resources
GTD – www.davidco.com
www.15secondpitch.com
www.superviva.com
Tom Peters strikes a match:
http://www.fastcompany.com/online/10/brandyou.html

Contact
heathervescent
www.heathervescent.com
[email_address]

A Final Quote
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.
– André Gide

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Personal Branding Online

by heathervescent on Apr 18, 2007

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Personal Branding Online — Presentation Transcript