Project 2: Personal Brand Canvas

1. Project 2: Personal
Brand Canvas
Michael Bowling

2. Arena
• I would love to continue
my career in the Spirits
Industry, and eventually
become the Director of
Public Relations at
Campari America

3. Identity
• My name is Michael Bowling, I am a veteran of the food and
beverage industry with 16 years of experience and currently
work for Watershed Distillery as the Southern Ohio /
Kentucky Sales Representative. I have held every position
possible in a bar or restaurant most recently as the General
Manager of 16-BIT BAR+ARCADE, a concept that does on
average 3 million dollars a year in sales. What sets me apart
from other possible candidates vying for this position is my
extensive experience in the hospitality industry, craft
distillery sales, and my 10 years of military service. I have
gained a lot of usable skills through my career including but
not limited to, networking, leadership, relationship building
and being a team player.

4. Skills
• Proficient with Microsoft Office
• Ability to Multi-Task
• Strong Verbal and Written
Communicator
• Strong analytic skills
• Experience successfully building
and leading high performing
teams
• Demonstrated ability to develop
and execute “big ideas” that grow
brands

5. Profession
• I’m approach to work is one filled with dedication,
purpose, and passion. What I do differently that I’ve seen
is take my approach and apply it to everything I do. Every
conversation, every relationship, every networking
possibility. I also apply this approach to getting better at
everything I do every day. Knowing that every moment
and interaction is a learning experience and taking the
most out of every situation to become better, stronger,
smarter.

6. Credentials
• What makes me credible and trustworthy to my future
employers begins with my proven track record creating
relationships, continued growth in my territory, marketing,
and creating and leading successful teams. My credibility
continues to the raving reviews and letters of
recommendation I have received from past employers
validating these claims and the attributes that separates
me from other possible applicants.

7. Promise
• The promise that I’ll make to my future employer, customers and
clients, is that I’ll always put the needs of the customer first, while
still being true to the company is and the way it does business.
Attacking different problems they face and that exists in the
marketplace with a fresh and creative perspective giving a more
unique and personal solution. The largest problem I see in the
marketplace for companies like Campari America is marketing
their brands, that are most Italian focused, to an American
market. I know these problems exist for them because I have
done freelance work for them in the past and have people within
the company express that it is a problem for them. My solution
would be creating a marketing and outreach plan that directly
focuses on what the target customers are looking for when trying
new spirits, while still paying homage to the history of the brands.

8. Positioning
• Someone should hire me over other applicants because
of my focus on applying my skills, profession, and
promise to my customers, coworkers and company.
Though my body of work carries a lot of weight I
understand that I would be competing with people with
possibly more experience in the supplier category, but I
think my extensive hospitality experience would be a
large advantage due to knowing who to bounce ideas off
of to create test markets for ideas and campaigns.

9. Audience
• I believe that I can find my audience through the channels
that I currently have and within the circles that I currently
work and entertain in. Knowing that companies like
Campari America normally go out and recruit the top
talent that they feel fit within their organization, I need to
stay focused and continue to coexist with the market
managers and other employees of the company that I
know.

10. Networking & Marketing
• I will continue to gain the attention of my future employer
by continuing to attend industry events, promote the
brand that I’m currently representing, by applying for
lower positions within the company, and continuing to
build my personal and professional networks in the spirits
industry. Some of the industry events that I feel would be
extremely beneficial for me to attend would Portland
Cocktail Week, Arizona Cocktail Week, Tales of the
Cocktail and New York Cocktail Week, I feel these are the
best opportunities to grow my networks and get in front
of my potential employer and discuss with them how I feel
I can help better their company.

11. Competitors
• My biggest competition for this career path are going to
be recent graduates willing to work as interns at the
company and work their way up and people who are
currently filling the role with other companies like Sarah
Wice - Courtney from Cincinnati, OH who is currently the
Director of Communications and Public Relations for a
major hospital group. Her experience alone makes her a
great fit for the position.

12. Professional Development
• The major skills that I need to improve upon to be
completive for the position I’ve been researching are very
focus and specific to the company Campri America, some
of those skills are becoming more educated on the
products they currently have in their portfolio, and overall
knowledge of spirits. I plan on gaining this knowledge by
obtaining my Certified Spirits Specialist, and private
studying on my own. I have the time and ability to
dedicate to these improvements because they will also
help me in my current position while working for a craft
distillery.

13. Goals
• I’m looking to gain more brand awareness by consistently
developing my personal brand, as well as creating a
brand that’s as bullet proof as possible with a far reach. I
plan on working to grow my brand awareness by 15% by
the time I graduate from Full Sail. This will be measured
by all aspects of social media, including LinkedIn,
Facebook, and Instagram.

14. References