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The Science of
Personal Branding
Personal Branding Definition
Identification of the qualities and
characteristics that distinguish you.
What Is A Personal Brand?
Branding Myth
You do NOT create a personal brand
Understand Your Brand
Authenticity Is Crucial
Ask 5 people to supply you with
5 adjectives that best describe you.
What Makes YOU Unique?
The study of the psychological forces that make you uniquely you.
What Makes YOU Unique?
Dissecting A Brand
Positioning
It’s the MOST crucial aspect of career development.
Positioning Power
Positioning Mechanisms
Accomplishments/Achievements
Notoriety/Recognition/Credibility
Endorsements
Affiliation*
What Positioning Does
Keys To Brand Development
Clarity
Consistency
Constancy
Keys To Brand Development
Project WorldProject World
Brand Value
Positional advantage; power to act effectively
Branding & Competition
Main Branding Ingredients
Brands Evoke Emotions
Great Positioning = Exemplified
• President, Harvard Law Review
• Book deal
• Keynote for John Kerry
• Democrat nominee
• U.S. President
Case Study
Case Study
Case Study
Case Study
Case Study
Case Study
Case Study
Case Study
Case Study
Case Study
Case Study
Case Study
Branding Add$ Up
$90,000 (p)
$10,000 - 75,000 (a)
$10,000 - $25,000 (t)
$400,000 (s)
$40,000,000 (2012)
$60 Million
Branding Activities
1 Promote = $
Establish Web Presence
Create/Manage a Project
Develop a Product
Demonstrate Talent
Showcase Skills/Knowledge
Produce an event
Start a charity/non-profit
Write Books/Articles/Blogs
Start a Newsletter
YouTube Videos
Reality TV Shows
Public Speaking
2 Position = Perception (of value)
Degrees/Certifications
Accomplishments/Awards
Accolades/Contests Won/Firsts
Affiliate
Mentors
Endorsements
Teach a class
Get Featured in Articles
Write Books/Articles/Blogs
YouTube Videos
Reality TV Shows
Board Seat
Joint Ventures
Publicize favorable Stats
Remember This
When you properly establish your brand,
you stop chasing money…
and money starts chasing you…
Conclusion
Master your brand. Elevate yourself.

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The Science of Personal Branding