Exploring Personal Brand

1. ”PERSONAL BRAND
EXPLORATION”
S H A W N A F O N T E N O T
E N T 1 1 9 - O
M A R C H 2 6 , 2 0 2 0

2. IDENTITY
The one thing that stands out automatically to me that makes me unique is not only am I
becoming an industry professional by attending FullSail University but I am an artist as well. As an
industry professional I will be obligated to deal with artist first-hand. I believe this will be a plus
for my career because artist and record labels want to know that you can connect with the artist
as much as possible.The way I want to be treated as an artist by a label is the way I want artist I
manage to be treated by the label.As a Gospel music artist I have performed on some of the
worlds largest Gospel industry stages, including, Lakewood Church,T.D. Jakes Potter’s House, and
Creflo Dollar’s World Changer International Church.This shows that as an independent Gospel
artist I have the talent and ability to network with the highest level of professionals in my
industry.This also shows that I am self-driven and would go to extreme measures to connect
with industry professionals. No, is not an option, consistency is key!

3. PROFESSION
The industry market I am interested in is the Music Business industry.The music business
industry consist of many different job descriptions and positions.The first job I discovered was
“Agents & Business Managers of Artists, Performers, & Athletes”.The second job I discovered
was “Poet, Lyricists, & Creative Writers”.The third job I discovered was “Pubic Relations
Specialist”.According to the prism of my top brand archetype,“Caregiver” is number one.This
indicates that I approach my work as a person with empathy, feeling what others feel.When
dealing with other’s careers you have to be able to at some point feel the way potential clients
and clients may feel.Without a connection, you will not be able to effectively work for your
clients and/or potential clients.This definitely sets me apart from the rest!

4. TARGET AUDIENCE
Due to my industry profession being Music Business, people who are involved in the music
industry would need to know me.After researching job descriptions atWarner Music Group, my
assistance would be needed for artist management, public relations, and marketing & branding.
For example, one job description I chose from LinkedIn was “Assistant Social Media Manager” at
Sony.This job responsibilities are finding and creating communities for Sony & Sony partner
podcasts.Another description of this job would be to drive the organic & paid social content
strategy to cultivate deeper conversations & earned media. If I were to apply and get this job, I
would need to use knowledge of marketing and branding.

5. CAREER GOALS
1. I will get an entry-level job in my field of study, Music Business. Specifically I will fill out
applications at top companies, such as, Universal, Sony, andWarner Music Group by going to the
career page of their company site.
2. I will use my knowledge learned during the course of my time at FullSail University and on my
first entry-level job and apply it to my Gospel Music career. Specifically, I will create opportunities
for myself as an artist manager, use my industry contacts, and my social media knowledge to push
my career into a professional level.
3. I will build my own Gospel record label to give artist a platform in the Gospel music industry.
Specifically, I will develop my Gospel label,“Delivered After Tribulations Ministries” as an
independent record label with a budget to take other independent Gospel artists to a
professional level.

6. SKILLS ANALYSIS
Two most technical skills I possess would be creative writing and vocal abilities.Two most notable
skills I possess are social media marketing and public relations. I would be able to use both
technical and notable skills throughout the course of my career.After researching available jobs
on Onet and LinkedIn, I found several jobs where I will have to use skills I possess.The first job
description I cam across was ”Poets, Lyricists, & Creative Writing”.This job will enable me to
perform technical skills I possess as a creative writer and my vocal abilities.The second job I
searched that will enable me to use skills I possess is “Assistant Social Media Manager,” at Sony.
This job requires one to obsess over building communities for partners & stable of shows.You
have your pulse on the latest social media trends & tactics that will help Sony Music Podcast
team.

7. PROMISE
“Create emotional connections one opportunity & one client at a time.”

8. CREDENTIALS
- Time Management
- Active Listening
- Coordination
- Social Perspective
- Interacting with computers
- Organizing, Planning, & Prioritizing work
- Updating & using relevant knowledge
- Thinking Critical
- Speaking
- Persuasion
- Communication & Media

9. COMPETITION
Comparison to Peers
Raymos Nesbitt
1. Industry Experience: 2 yrs
2. Education: FullSail University
3. Leadership Experience: Production
4. Skills & Proficiencies: Music production, Audio Engineering, and Audio editing
5. Overall Online Presence: 5
Jessica Taveras
1. Industy Experience: 9 yrs
2. Education: FullSail University
3. Leadership Experience: Sales
4. Skills & Proficiencies: Merchandising, Sales Manager
5. Overall Online Presence: 4
Comparison: 1. Industry Experience: 10yrs 2. Education: Fullsail University 3. Leadership: Creative writing & vocalists 4. Skills: Vocalists, Sound recording, music production 5.
Overall Online Presence: 7

10. COMPETITION
Contrast to Peers
Raymos Nesbitt
1. Industry Experience: 2 yrs
2. Education: FullSail University
3. Leadership Experience: Production
4. Skills & Proficiencies: Music production, Audio Engineering, and Audio editing
5. Overall Online Presence: 5
Jessica Taveras
1. Industy Experience: 9 yrs
2. Education: FullSail University
3. Leadership Experience: Sales
4. Skills & Proficiencies: Merchandising, Sales Manager
5. Overall Online Presence: 4
Contrast: 1. Industry Experience: 10yrs 2. Education: Fullsail University 3. Leadership: Creative writing & vocalists 4. Skills: Vocalists, Sound recording, music production 5.
Overall Online Presence: 7

11. BRAND POSITION
“Charitable Christian Music Ministry, Evangelizing the authentic Gospel of Jesus Christ, one
Gospel song at a time!”

12. NETWORKING & MARKETING
3 Industry Events
1. Essence Festival: New Orleans, Louisiana on July 3-July 2021
2. Stellar Awards: LasVegas, Navada on January 21, 2021
3. T.D. Jakes Potters House Mega Festival: Dallas,Texas on June 4, 2022
The primary social media tools I will use to promote & disseminate content while building my
platform would be “Instagram”, due to its massive influence on todays community through one
snap of a picture. I will use my digital profile to display my personal experience at these events
through uploading pictures and photos of the experience directly in my portfolio site.

13. PROFESSIONAL DEVELOPMENT
Between where I am now, and where I am striving to be in my career includes me being an
independent Gospel Music artist now, wanting to excel in my career through my Education at
FullSail University.As a Gospel Music artist, I will be using and transferring my skills as a
performer, vocalists, marketer, designer, and creative songwriter from my career now to my
career on a professional level. Over time I will need to improve on my songwriting abilities,
vocals, performing, and marketing. I plan to continue to grow in my career once I finish school at
FullSail University through my on-job experiences. I would love to have a mentor like Kevin Lyles,
after researching him in a previous class discussion post project, I believe he and I have so many
common reasons we entered into the business industry of music. It will take me my entire life to
achieve these goals because I will never stop learning or gaining knowledge in an industry that is
forever changing.

14. ELEVATOR PITCH
Shawna Fontenot a.k.a “Shawna Pat”
“You know how most company websites create their own personal marketing for each artists on the company site.
I will create a slot on the company site that will lead directly to the artists personal profiles, so viewers can learn
more about the artist of their interest.This will help viewers to gain a better emotional connection with that artist
of their choice.”

15. REFERENCES
1. http://www.linkedin.com
2. http://www.onetonline.org