Danny's Personal Brand Canvas

1. PERSONAL BRAND EXPLORATION
Danny Chang
Project & Portfolio I: Week 1
02.26.2023

2. .
IDENTITY
My name is Danny and I am a digital marketer by heart and a dreamer who is working
toward a goal to become a digital marketing expert.
I am an ex-military and seasoned professional who spend good amount of years as a
consultant and enterprenuer but decided to go on a journey to become digital
marketer.
While I was a consultant I realize how marketing can effect the entire company and
projects they are launching so I took keen interest at what marketing was and
eventually realize that digital marketing was for me because not only does it require
general marketing skills which is understanding the demopraphic and consumers
need, but also advertisement KPI / Designing and whole new world aspect of online
world.
For sometime now I have exntendively self-taught myself to variety of digital
marketing related skills such as Facebook Marketing / Google Marketing / Website
Design / Poster making etc etc…. Certain areas that are needed to become a good
digital marketer. Hence that is the reason I decided to participate in a digital
marketing degree program to become an expert digital marketer.
As the world makes movement toward digital society, I cant help to think that digital
marketing is where it is going to be and as well as evolve with the technology as well
which and become a forever blue ocean to be in.

3. PROFESSION
Potential Job Titles:
• Digital Marketer
• Brand Marketing Expert
• E-Commerce Specialist
BRAND ARCHETYPE –
Since the metaverse industry is still
anew thriving concept, the explorer
type would be suitable as well as
people are still
Digital Marketer for Metaverse Industry

4. [CATEGORY of PEOPLE]
TARGET AUDIENCE
Marion Choufa
Outreach Plan:
• Research company current event
• Email or phone call
• Approach as beneficial personal to solve problem
Communication Manager at
The Sandbox
Dan Pope
PROFILE
PICTURE Head of Marketing at
Crypto-Verse
Marja Konttinen
PROFILE
PICTURE Marketing Director at
Decentraland
Outreach Plan:
• Research company current event
• Email or phone call
• Approach as beneficial personal to solve problem
Outreach Plan:
• Research company current event
• Email or phone call
• Approach as beneficial personal to solve problem

5. GOALS
Short Term: (Immediately After Graduation, YEAR)
• Find project to participate
‣Start searching right after graduation and
within 1 month, establish contact points for at
least 5
Mid Term: (1 YEAR)
• Work on a project and get real-life experience
‣1 month after graduation, and up to this point,
keep developing skill to be a great digital
markerter
Long Term: (3 YEAR)
• Should be quite familiar with digital marketing and set
a achievement goal to reach at least $100,00 per
year income
‣Keep working on projects but at the same time
see how current tasks can be automated to put
less of my time and get the job done

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
SEO
SOFT
HARD
Novice / Adept / Expert
Brand Development Novice / Adept / Expert
Time management Novice / Adept / Expert
Teamwork Novice / Adept / Expert
Competitive Research
SOFT
HARD
Novice / Adept / Expert
Content Strategy Novice / Adept / Expert
Social Skill Novice / Adept / Expert
Creativity Novice / Adept / Expert

7. I help companies do digital marketing by showing the
difference of not having one or an improved digital
marketing method
PROMISE

8. CREDENTIALS
Work Experience:
• Ex-military, Translator, Sergeant
• Previous jobs, projects, leadership roles
Education:
• Digital Marketing
Full Sail University
• Digital Marketing Degree, Full Sail University (Exp. 2024
Awards:
• Translator certificates

9. COMPETITION
Cheryl Yeow
Industry Experience:
• Brand General Manager (7yr+)
Education:
• Marketing Degree
Leadership Experience:
• Brand Manager
• Marketing Manager
Skills and Proficiencies:
• Brand Management - 18 endorsements
• Marketing – 16 endorsements
• Trade Marketing - 12 endorsements
Danny Chang
Overall Online Presence:
• She as professional headshot and a linked in profile
with her preview jobs and projects. She is not active on
social media nor published an article but she has 500+
connections
• Grade: Average 60 out of 100
Industry Experience:
• Automotive Engineer + Digital Marketer
Education:
• Automotive Engineer Diploma
• Digital Marketing Degree (current)
Leadership Experience:
• Military
• 2 Person Marketing Agency
Skills and Proficiencies:
• Google Analytics Qualification - X endorsements
• Google Ads Display Certification - X endorsements
• Military Leadership - X endorsements
Overall Online Presence:
• Currently have 7 Connections on linked in and has a
professional headshot but other than that, no social
media presence nor published an article
• Grade: Poor 40 out of 100

10. COMPETITION
Marion Choufa
Noteworthy Experience:
• Schneider Electric as PM
• Wonderbox as Digital Marketing Specialist
HEADSHOT HEADSHOT
Industry Experience:
• Communication Manager 1 year
Education:
• Master’s Degree in Business Administration and
Managerment
Skills and Proficiencies:
• English - 1 endorsements
• Teamwork - 1 endorsements
• Project Management - X endorsements
Overall Online Presence:
• She has 442 connections in linked and has a
professional headshot picture. Some what active in
social media but didn’t publish any articles before.
• Grade: Average 50 out of 100
Danny Chang
Industry Experience:
• Automotive Engineer + Digital Marketer
Education:
• Automotive Engineer Diploma
• Digital Marketing Degree (current)
Leadership Experience:
• Military
• 2 Person Marketing Agency
Skills and Proficiencies:
• Google Analytics Qualification - X endorsements
• Google Ads Display Certification - X endorsements
• Military Leadership - X endorsements
Overall Online Presence:
• Currently have 7 Connections on linked in and has a
professional headshot but other than that, no social
media presence nor published an article
• Grade: Poor 40 out of 100

11. BRAND POSITION
For [companies] who [need digital marketing], I
provide [CREATIVE APPROACH AND DESIGNS
WITH THE ASSURANCE OF TRADITIONAL
DIGITAL MARKETING] because [I LIKE TO
EXPLORE NEW WAYS DOING THINGS BUT AT
THE SAME TIME I WANT THE SAME OR
BETTER RESULT THAN BEFORE.]
“REACHER”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• CES
‣ January of every year | Las Vegas
• SXSW (South by Southwest)
‣ March | Austin Texas
• Siggraph
‣ December | Daegu Korea
Digital Marketing
• Primary Content: Mainly content regarding “How-To” do
digital marketing or what tools can be used to conduct digital
marketing and this fits my explorer archetype as well.
• Primary Tools: I am going to use “Medium” as a main tool to
create my content and at the same time in the blog include my
other social media accounts. Blog will be promoted via SEO
and I will be creating content at least once a week.
• Website: Post my past jobs or project via online profile to
build credibility.

13. PROFESSIONAL DEVELOPMENT
Mentor
• I will be looking for a mentor who have succeful digital
marketing agency or successful career at digital
marketing freelancer – Start seeking right after
graduation.
Formal Education
• Digital Marketing Certificate
• Website Design Certificate
• SEO Certificate
Technical Skills
• Brand Development
- The Sandbox, December 2025
• Content Strategy
- Crypto-Verse, December 2024
• Competitive Research
- Decentraland, December 2024
Soft Skills
• Multitasking
- The Sandbox, On-going
• Problem Solving
- Crypto-Verse, On-going
• Teamwork
- Decentraland, December 2024

14. Danny Chang
Want to get more client or user? Well, what I do is to help companies gain
more attraction specifically who are interested in your industry or your
program to become a long-term client or user, In fact, I specialize in digital
marketing as well as having a degree in digital marketing with experience of
creating dozens of website and executing many ad campaigns.

15. REFERENCES
Choufa, M (2022).
https://www.linkedin.com/in/marion-choufa/
Yeow, C (2022).
https://www.linkedin.com/in/cheryl-yeow-83a04325/
Joyce, J (2021). 20 Essential Skills for Digital Marketers.
SEJ Search Engine Journal
https://www.searchenginejournal.com/digtal-marketer-
skills/294307/
Coursera (2022) 9 Digital marketing jobs + How to get One
Coursera https://www.coursera.org/articles/digital-marketing-
jobs
Dalley M (2021) Skills 101: How to Assess Your Skillset in 6
simple Steps. Career
Marketing Evolution (2022) Steps to Find Your Target
Audience. Marketing Evolution
https://www.marketingevolution.com/marketing-
essentials/target-audience