Building the Brand Called You


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A workshop delivered by Harry Hayward and Rex Whisman at the annual American Marketing Association Symposium for the Marketing of Higher Education in Nov. 2010

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  • Introductions – choose a partner to introduce. Over the next 10 minutes find out the city they were born in, their favorite movie and three professional goals. Be prepared to share them with the group.Department model – where do you fit in your organization, how is the department structured.
  • Personal brand strategy – what should people know about you? What people should know about you? (In other words, who is your audience) In your actions and interactions, what are you known for at work, in your personal life?Alignment – You’ll get some tools to bring your individual brand into alignment with your department goals and institutional goals – A seat at the table – People who are comfortable with their mission, vision and values are more likely to have a seat at the strategic table. If you know the basics of trriving in the digital media world, you will get to keep your seat at the table.
  • REX – Slides 4 - 13
  • What’s the personality of these enterprise brands – if Nike were a person, what would it stand for?
  • What happens when your brand gets tarnished – how do you recover?
  • Both of us -- Alignment of personal and professional brands is the basis of this exercise.Discover your unique brand attributes you are the only expert on your brand what are your core values what are your unique attributes how have you communicated themStart with the 3 professional goals you developed in the introductions – revisit them in light of a look at your core valuesPrompt for I am the only – Digital media professional who is also a classically trained violinist.
  • Harry – slides 15-21Your Digital IdentityOur lives and our identities are all on line now, whether we like it or not. Better to manage our identity than to have it managed by others.How many of you are already active in social networks – facebook,, twitter, slideshare. How many of you are not involved in any of these digital communities?
  • So many places to play, so little time, so much information. Where do you start?
  • What to do?Start by thinking about where your audience is – basic marketing theory, right? Whom do you want to do business with, impress, get to know….Where do they put digital energy?The next step is important – think hard about how to align your channels of communication to reach the target audience – make sure your brand attributes are aligned in all the channels you use.
  • Permanently beta digital media director and content creator for a major research university; connecting and inspiring people through social networks.
  • Align your positioning in all of your digital media outlets Decide on measures that are relevant to you - where do you want this to take you? Calculate the baseline and start measuring changeRex – this will be done as a transition – first the exercise, then here’s what I found.
  • Username check,, Registration fees vary widely, but expect to pay about $29.99 per year for .com; less for .org or others.
  • Facebook - a great way to meet people and get feedback from your friends ease of use privacy issues, pictures and posts becoming a search engineTwitter - short bursts of information, fleeting great news feeds from people you might want to follow - listening post promotion engine search engine using hash tags "off the grid"messaging to friendsLinkedIn - Professional networking Resume, recommendations slides and multimedia assets in your portfolio Find friends and colleagues Yes, prospective employers will look there
  • REX - Blogs Platform for what you have to say to the world Must feed the beast Can add to your professional prominence - look at Rex's
  • Both of usGet engaged, post your thoughts on hot topics, follow people you are interested in, comment on blogs when you have something relevant to say. Who is prominent in your field? Who is prominent in your other areas of interest?Harry example – Graphic Designer, now a twitter maven.
  • Both of usNumbers are important, but the right followers/friends/ colleagues are more important. You may meet people at this Conference that would be ideal to start a community with – walk out of this room with a new purpose – who do you want in your community?
  • Building the Brand Called You

    1. 1. ChrisOwens<br />Building the brand called YOU<br />
    2. 2. AMA Pre-Conference Tutorial<br /><ul><li>Welcome
    3. 3. Introductions and expectations
    4. 4. Department model
    5. 5. Overview of session</li></li></ul><li>Agenda and Expected Outcomes<br /><ul><li>Your Personal Brand Strategy
    6. 6. Individual, departmental and institutional alignment
    7. 7. A seat at the strategic table
    8. 8. Resources to measure success</li></li></ul><li>
    9. 9. brand / n.1 your name. 2 what your name stands for. 3 associations with your name. 4 position your name holds in the minds and hearts of others.<br />branding / v.1 the process of aligning your internal culture with your external reputation. 2 communicating your essence based on mission, core values and stakeholder engagement.<br />
    10. 10.
    11. 11. Post Mad Men Era<br />Traditional methods on life support<br />Do more with less<br />Expectation you stand for something<br />Need to be transparent<br />Must be authentic and sustainable<br />Integrate life/work<br />Hit the reset button for the new normal <br />
    12. 12.
    13. 13. Enterprise Brands<br />
    14. 14. Personal Brands<br />
    15. 15. Personal Brands<br />
    16. 16. Personal Brands<br />
    17. 17. “I’m not a<br /> businessman, <br /> I’m a business, man!”<br /> Jay Z<br />
    18. 18. Exercise #1 Getting Started<br />What are my core Values (name 3)?<br />What are my professional Goals (name 3)?<br />I am the only________________ that _____________ .<br />
    19. 19. Your Digital Identity<br />aufumy<br />
    20. 20. 16<br />
    21. 21. ogimogi<br />
    22. 22. EXERCISE #2 Your positioning statement<br /> Think of it as a tweet - can you describe your brand in 140 characters?<br />Permanently beta digital media director and content creator for a major research university; connecting and inspiring people through social networks.<br />Building a sustainable brand is based on mission, core values and stakeholder engagement. Not taglines, logos or advertising campaigns. <br />
    23. 23. Exercise #3 Your Social Media Audit<br />Google yourself. What appears? Is it what you thought?<br />HARRY HAYWARD HUNG AT NIGHT; Catherine Ging's Murder Legally Avenged<br />
    24. 24. Which of the Social networks should I use?<br />Do you own your own domain?<br />
    25. 25. Which of the social networks should I use?<br />What is the policy at your institution on social media?<br />
    26. 26. Blogs <br /> Platform for what you have to say to the world<br /> You Must feed the beast<br /> Can add to your professional prominence look at Rex's<br />
    27. 27. Build your network<br />webwizard<br />
    28. 28. Measure your results – what is relevant?<br /><ul><li>Number of friends/followers
    29. 29. Google search position
    30. 30. Mentions - stumbleupon
    31. 31. Blog traffic, comments, links in and out</li></li></ul><li>Personal Branding School<br />Arruda, William and Kirsten Dixon. Career Distinction (2007)<br />Florida, Richard. The Great Reset (2010)<br />Fox, Vanessa. Marketing in the Age of Google (2010)<br />Godin, Seth. Tribes (2009) <br />Holzner, Steven. Facebook Marketing (2008)<br />Miller, Michael. YouTube for Business (2008)<br />Neumeier, Marty. Zag (2007)<br />Solis, Brian. Engage (2009)<br />Wilson, Jerry S. and Ira Blumenthal. Managing Brand You (2008)<br />Schwabel, Dan. Me 2.0 (2010)<br />Li, Charlene. Open Leadership (2010)<br />Follow Guy Kawasaki, Dan Schawbel, Tony Hsieh, Martin Lindstrom<br />
    32. 32. Branding YOU Consultants<br />Rex Whisman<br />Principal<br />BrandEDconsultants group<br />3100 Cherry Creek South Drive #1308<br />Denver, Colorado 80209<br />Office- 303.777.0829<br /><br /><br /><br /><br />Harry Hayward<br />Director of Electronic Media<br />University of Washington<br />209 Gerberding Hall, Box 351242<br />Seattle, WA. 98195<br />Office – 206-685-2647<br /><br /><br />Hashtag: #amabrandu<br />Images used under creative commons license<br />