John Johnson created a personal brand exploration document that outlines his background, values, identity, potential career paths, goals, skills, competition, and brand positioning. He was born in Illinois and raised in Chicago, where moving frequently made forming relationships difficult except through his church. His core values of morality, loyalty, and connecting with others stem from these experiences. His potential career paths include podcasting, YouTube, and content creation focused on explaining topics methodically. His goals are to grow his online following and become fully self-employed within his personal brand.

1. PERSONAL BRAND EXPLORATION
John Johnson
BUS155-O: Week 2
JANUARY 15, 2023

2. I was born in Blue Island, Il. and raised in
Chicago and Chicagoland areas. Growing up,
my family moved a lot, so it was hard for me to
maintain close relationships, I did, however,
have close church friends, as that was the only
constant no matter where we lived. Even today,
I’ve been able to maintain those day one
relationships and from this, my values, and
principles come. My faith in doing things in
moral ways come from those church lessons.
My loyalty comes from maintaining those close
friendships no matter where I lived. And I
believe my passion to connect with others from
anywhere stems from understanding what its like
to feel off the grid.
IDENTITY
Picture of You
Goes Here

3. PROFESSION
Potential Job Titles:
• Podcaster
• Youtuber
• Producer
THE SAGE – As a sage archetype,
I am more methodical in
accomplishing my goals. I use
proven facts and analytics as my
lessons. As a content creator, I use
this archetype to better explain my
topics so the audience can see the
full scope of what I’m conveying.
CONTENT CREATOR for DIGITAL MEDIA

4. SPONSORSHIPS
TARGET AUDIENCE
MANSCAPED
Outreach Plan:
• Before reaching out to them I must increase my
viewership and engagements on my channels.
• To make initial contact, I can reach out through the
contact us section of their website.
• Once I list my URLs so they can inspect my brand,
someone will respond, and I will be able to follow up.
SEATGEEK
Outreach Plan:
• Before reaching out to them I must increase my
viewership and engagements on my channels.
• To make initial contact, I can reach out through the
contact us section of their website.
• Once I list my URLs so they can inspect my brand,
someone will respond, and I will be able to follow up.
Athletic Greens
Outreach Plan:
• Before reaching out to them I must increase my
viewership and engagements on my channels.
• To make initial contact, I can reach out through the
contact us section of their website.
• Once I list my URLs so they can inspect my brand,
someone will respond, and I will be able to follow up.

5. GOALS
Short Term: (Immediately After Graduation, 2023)
• Grow my online following and gain monetization.
‣I will post more consistently across all my
media channels using my brand to grow
awareness to it, and leverage this with
affiliates.
Mid Term: (2024)
• Fully self employed working my channels.
‣Being able to fully commit to working from
home will garner more content at a higher
quality and allow me to devote time to continue
growth.
Long Term: (2025)
• To have a full network of content.
‣The possible growth from working my brand
full time will allow me to expand into a network
of even more types of content.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Marketing
SOFT
HARD
Novice / Adept / Expert
Producing Novice / Adept / Expert
Editing Novice / Adept / Expert
Writing Novice / Adept / Expert
Marketing
SOFT
HARD
Novice / Adept / Expert
Producing Novice / Adept / Expert
Editing Novice / Adept / Expert
Writing Novice / Adept / Expert

7. I help NBA FANS stay INFORMED by
providing engagement and
ENTERTAINMENT.
PROMISE

8. CREDENTIALS
Work Experience:
• Owner, Producer, Host - The
Shenanigans Sports Podcast
• Owner, Producer, Host - On My Bull
Podcast
• Owner, Producer, Host - On My Bull
Podcast
Education:
• Sports Broadcasting, Certificate, Full Sail University (2023)
Leadership Roles:
• Owner, Producer, Editor, Creator.

9. COMPETITION
Industry Experience:
• CEO/Founder of Chat Sports
• Co-Founder of Minds Behind the
Game
Education:
• University of Toledo
HEADSHOT HEADSHOT
Industry Experience:
• Founder On My Hoops Podcast
• Founder On My Bull Podcast
• Founder The Shenanigans Sports Podcast
Education:
• Full Sail University
James Yoder
Leadership Experience:
• CEO of Chat Sports
• Former Product Manager at Verizon Wireless
Skills and Proficiencies:
• Startups – 59 endorsements
• Entrepreneurship – 53 endorsements
• Social Media Marketing – 45 endorsements
John Jay
Overall Online Presence:
• 500+ connections, Customized Banner Image, Event
Picture for Headshot but it looks professional, Detailed
profile with skills and recommendations,1 published
article, Active on Twitter and Instagram as well,
Customized LinkedIn URL profile:
http://linkedin.com/in/jamesyoder
• Grade: Average, 77 out of 100
Leadership Experience:
• Production Team Lead-ZF Lemforder
• Owner John Jay Clothing
Skills and Proficiencies:
• Fonts – 0 endorsements
• Logo Design – 0 endorsements
• Adobe Portfolio – 0 endorsements
Overall Online Presence:
• 24 connections, No customized banner image, No
Headshot, Profile not very detailed, 0 published articles,
Is active on Twitter, Facebook, and YouTube,
Customized LinkedIn URL: www.linkedin.com/in/JJay1
• Grade: Poor, 0 out of 100

10. COMPETITION
FIRST LAST NAME
Noteworthy Experience:
• Noteworthy experience goes here
• Noteworthy experience goes here
YOUR NAME
HEADSHOT HEADSHOT
Industry Experience:
• Industry experience goes here
Education:
• Education experience goes here
Skills and Proficiencies:
• Skill 1 Goes Here - X endorsements
• Skill 2 Goes Here - X endorsements
• Skill 3 Goes Here - X endorsements
Overall Online Presence:
• How many connections?, banner image customized?,
professionalism of headshot?, how detailed is the
profile?, published articles?, active on other social
media?, is their LinkedIn URL customized?
• Grade: Poor, Average, or Superior?, XX out of 100
Industry Experience:
• Industry experience goes here
Education:
• Education experience goes here
Leadership Experience:
• Leadership experience goes here
• Leadership experience goes here
Skills and Proficiencies:
• Skill 1 Goes Here - X endorsements
• Skill 2 Goes Here - X endorsements
• Skill 3 Goes Here - X endorsements
Overall Online Presence:
• How many connections?, banner image customized?,
professionalism of headshot?, how detailed is the
profile?, published articles?, active on other social
media?, is their LinkedIn URL customized?
• Grade: Poor, Average, or Superior?, XX out of 100

11. BRAND POSITION
For [Sports Fans] who [Can’t get enough sports
news], I provide [ENTERTAINING
ENGAGEMENT] because [YOUR CONTENT
SHOULD STAY AS REAL AS YOU ARE.]
“ON MY SPORTS”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Name of event or professional organization
‣ N/A
• Name of event or professional organization
‣ N/A
• Name of event or professional organization
‣ N/A
Digital Marketing
• Primary Content: Sports Videos. Team and game reviews.
Scripted Shows.
• Primary Tools: YouTube, Facebook, Instagram, TikTok, and
Twitter. Daily Posts?
• Website: I will use my digital portfolio website to promote
episodes, logos and designs and referrals.
Picture of You
Goes Here

13. PROFESSIONAL DEVELOPMENT
Mentor
• What type of mentor will you seek as you embark on
your career path? What experience and/or lifestyle
should they have? DATE TO EST. PARTNERSHIP
Formal Education
• Sports Broadcasting Certificate, Full Sail University.
Technical Skills
• Specific task to address a technical skill gap -
organization name, MONTH YEAR
• Specific task to address a technical skill gap -
organization name, MONTH YEAR
• Specific task to address a technical skill gap -
organization name, MONTH YEAR
Soft Skills
• Specific task to address a technical skill gap -
organization name, MONTH YEAR
• Specific task to address a technical skill gap -
organization name, MONTH YEAR
• Specific task to address a technical skill gap -
organization name, MONTH YEAR

14. John Jay
You know how most sports broadcasters try to sell you on their professional
opinions? Well, what I do is bring a true fans emotional perspective into
broadcasting. In fact, fans from around the world are starting to take notice.
Picture of You
Goes Here

15. REFERENCES
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager