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Personal Branding for
Developers
Edin Kapić
Edin Kapić
www.edinkapic.com
@ekapic
[ˈedin ˈka:pit͡ɕ ]
What Will You Learn Today?
• Why should you market yourself?
• Building a brand
• Your blog
• Using social networks
• Spea...
Why Should You Market
Yourself?
Marketing....A Nasty Word?
• I think that marketing is
bad
• I want my work to speak for
me
• I don’t want to brag about
w...
MARKETING
someone who NEEDS something
connecting
someone who PROVIDES something
with
You already market yourself
• With your CV
• In your interviews
• In your interactions with other people
• Every time you ...
Personal Branding
• Choosing the message you send
• Choosing the image you project
• Reaching more effectively and to
more...
(and expose a subset of yourself)
Why should you invest
into a personal brand?
You can be the best developer in the world
but if nobody knows about you
you’...
Specialize your brand
Be a big fish in a small pond
But “I am not good
enough to
market myself”
“I am faking it”
Building a Brand
What is a Brand?
• A logo?
• A name?
• A color?
• A theme?
• A set of expectations about a product or a service
• Everythi...
Examples of brands
Examples of developer personal brands
What makes up a brand?
Message
Visuals
Consistency
Exposure
Message
• What is your unique point of view?
• What are your values?
• Why are you different?
• What are you offering?
• S...
Visuals
• Logo
• Colours
• Fonts
• Style
Consistency
• Meeting the expectations,
every time
• Helps to keep your message
clear
• The most overlooked
component of p...
Exposure
• Repeated exposure is what
makes your brand stick
• You get exposure by using
different channels
The Brand Lifecycle
Build Plan
Expose
Measure
Repeat
How to build a brand?
Pick a niche
Pick a
message
Refine the
message into
tagline and
elevator pitch
Create your
visuals
How to spread your brand?
EXECUTE YOUR PLAN
Consistence Monitor your metrics
ACTION PLAN
Pick your channels
Make baseline
...
Example
• Niche: “C++ Windows driver development”
• Message: “I help companies shorten their driver
development time by me...
Example
• Visuals:
• Channels
• Blog www.driversheriff.com
• Twitter @DriverSheriff
• YouTube DriverWild West Screencasts
...
Your Blog
Your Blog
• It is the channel that you own and fully control
• You should provide useful content aligned with your message...
Your Blog = Your Business Card
• Prospective recruiters can know you better
• Clients can find and reach you
• You can con...
Secret Recipe for a Successful Blog
But “Nobody is
going to read it”
“I don’t know
what to write
about”
Using Social Networks
Social Networks
• Extra channels for your message
• Growing and nurturing your network
• Same principles apply:
• Add valu...
Which ones?
•Twitter
•LinkedIn
•StackOverflow
•SlideShare
•Facebook
•Pinterest
•Google+
Tools to Manage Social Networks
Speaking
Speaking? Really?
• Speaking is a very powerful, direct connection with your audience
• Builds your personal brand very qu...
How to start?
Local user
groups
• Meetings
• Code Camps
• Hackathons
Specialized
conferences
• Local
• International
Globa...
But
“I am afraid of
speaking in
públic”
Writing
Writing
• “He/she wrote a book on that
subject”
• Writing gives us credibility as an
• Slow-paced, in-depth channel for
me...
What to write?
Technical articles BooksWhitepapers
Additional considerations
• You’re not going to make (much) money out of publishing
• You can sell premium content such as...
Summary
• “How do you want to be known”
• It’s not about selling, it’s about
communicating
• 4 key brand ingredients: message,
vis...
Questions?
¿Preguntas?
Preguntes?
Perguntas?
Domande?Galdeak?
Fragen?
Personal Branding for Developers
Personal Branding for Developers
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Personal Branding for Developers

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This is the slide deck of "Personal Branding for Developers" talk by Edin Kapic at MVP OpenDay in Palma de Mallorca, March 13th 2015.

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Personal Branding for Developers

  1. 1. Personal Branding for Developers Edin Kapić
  2. 2. Edin Kapić www.edinkapic.com @ekapic [ˈedin ˈka:pit͡ɕ ]
  3. 3. What Will You Learn Today? • Why should you market yourself? • Building a brand • Your blog • Using social networks • Speaking • Writing • Summary
  4. 4. Why Should You Market Yourself?
  5. 5. Marketing....A Nasty Word? • I think that marketing is bad • I want my work to speak for me • I don’t want to brag about what I do • I don’t want to market myself • Marketing can be done badly • But we’re not a meritocracy • But I don’t want to project a wrong image either • But I do, all the time
  6. 6. MARKETING someone who NEEDS something connecting someone who PROVIDES something with
  7. 7. You already market yourself • With your CV • In your interviews • In your interactions with other people • Every time you want to convince somebody to do something • But, do you choose what do you project to other people?
  8. 8. Personal Branding • Choosing the message you send • Choosing the image you project • Reaching more effectively and to more people • Making an impact
  9. 9. (and expose a subset of yourself)
  10. 10. Why should you invest into a personal brand? You can be the best developer in the world but if nobody knows about you you’ll never reach your true potential
  11. 11. Specialize your brand
  12. 12. Be a big fish in a small pond
  13. 13. But “I am not good enough to market myself” “I am faking it”
  14. 14. Building a Brand
  15. 15. What is a Brand? • A logo? • A name? • A color? • A theme? • A set of expectations about a product or a service • Everything associated with a product, including its symbolism and experiences
  16. 16. Examples of brands
  17. 17. Examples of developer personal brands
  18. 18. What makes up a brand? Message Visuals Consistency Exposure
  19. 19. Message • What is your unique point of view? • What are your values? • Why are you different? • What are you offering? • Specialize, specialize, specialize “I help and inspire companies and teams to deliver their projects and optimize their work using SharePoint/Office 365 technology in an effective way”
  20. 20. Visuals • Logo • Colours • Fonts • Style
  21. 21. Consistency • Meeting the expectations, every time • Helps to keep your message clear • The most overlooked component of personal branding in developers
  22. 22. Exposure • Repeated exposure is what makes your brand stick • You get exposure by using different channels
  23. 23. The Brand Lifecycle Build Plan Expose Measure Repeat
  24. 24. How to build a brand? Pick a niche Pick a message Refine the message into tagline and elevator pitch Create your visuals
  25. 25. How to spread your brand? EXECUTE YOUR PLAN Consistence Monitor your metrics ACTION PLAN Pick your channels Make baseline metrics Establish deadlines Establish milestones STRATEGY AND GOALS Where do you want to be in X years? Which is your desired situation? What is your end objective with your brand?
  26. 26. Example • Niche: “C++ Windows driver development” • Message: “I help companies shorten their driver development time by mentoring their teams and reviewing their code” • Tagline: “Your driver problem solver” • Elevator pitch: “Your company doesWindows drivers? I save you on average 75.000 € in development cost by mentoring your team and reviewing your code.”
  27. 27. Example • Visuals: • Channels • Blog www.driversheriff.com • Twitter @DriverSheriff • YouTube DriverWild West Screencasts • Mailing list Driver Sheriff Roundup • Goals: Get 1000 subscribers in 6 months Get 5 leads per month Driver Sherif f
  28. 28. Your Blog
  29. 29. Your Blog • It is the channel that you own and fully control • You should provide useful content aligned with your message • Think about SEO
  30. 30. Your Blog = Your Business Card • Prospective recruiters can know you better • Clients can find and reach you • You can convert your visitors into customers
  31. 31. Secret Recipe for a Successful Blog
  32. 32. But “Nobody is going to read it” “I don’t know what to write about”
  33. 33. Using Social Networks
  34. 34. Social Networks • Extra channels for your message • Growing and nurturing your network • Same principles apply: • Add value • Be consistent • Apply branding
  35. 35. Which ones? •Twitter •LinkedIn •StackOverflow •SlideShare •Facebook •Pinterest •Google+
  36. 36. Tools to Manage Social Networks
  37. 37. Speaking
  38. 38. Speaking? Really? • Speaking is a very powerful, direct connection with your audience • Builds your personal brand very quickly Speaking Interaction Trust
  39. 39. How to start? Local user groups • Meetings • Code Camps • Hackathons Specialized conferences • Local • International Global conferences • International
  40. 40. But “I am afraid of speaking in públic”
  41. 41. Writing
  42. 42. Writing • “He/she wrote a book on that subject” • Writing gives us credibility as an • Slow-paced, in-depth channel for message
  43. 43. What to write? Technical articles BooksWhitepapers
  44. 44. Additional considerations • You’re not going to make (much) money out of publishing • You can sell premium content such as videos
  45. 45. Summary
  46. 46. • “How do you want to be known” • It’s not about selling, it’s about communicating • 4 key brand ingredients: message, visuals, consistency, exposure • Make a plan, keep it going Personal Branding for Developers
  47. 47. Questions? ¿Preguntas? Preguntes? Perguntas? Domande?Galdeak? Fragen?

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