This document discusses developing a personal brand. It defines personal brand as everything someone is and what others believe them to be. Cultivating a personal brand can help one attract sponsors and increase the chances of promotion. The document provides tips for developing a personal brand such as finding a distinctive interest to publish content about consistently over time, showcasing expertise, and developing a brand statement with benefits and what makes the brand unique.

1. What
Are You
Known
For?
July 18, 2018
Developed for:

2. Today’s Goals:
- What is a personal brand?
- What’s the value in cultivating your personal brand?
- So, what are YOU known for?
- What can you do to develop (or change) your
narrative?
- Tools, activities, and sample brand statements
- Q&A

3. WHAT are you
known for?

4. 4
When an entity
makes a promise
that stands for
something unique
What is a brand?

5. 5
Personal brand =
Everything that you
are
+
Everything people
believe you to be
- Richie Norton

6. 6
“Cultivating your
personal brand is the
best way to attract a
sponsor—professionals
with sponsors are 23%
more likely than their
peers to be promoted.”
https://hbr.org/2018/03/how-women-can-develop-and-promote-their-personal-brand

7. 7
WHAT do
people believe
you to be?

8. 8
“To increase
productive self-insight
and decrease
unproductive
rumination, we should
ask what, not why.”
https://hbr.org/2018/01/what-self-awareness-really-is-and-how-to-cultivate-it

9. 9
Images credit: Christo & Jeanne-Claude

10. Your mental model can expand your narrative
Pot & Box is a friendly force of local creativity, utilizing floral design and horticultural
décor to interact with its community

11. 11
“Be able to clearly articulate your
journey…your ability to provide context
demonstrates the strength of your personal
brand.”

12. 12
Cultivate a broad
network (e.g., people you
meet through hobbies or
friends of friends)

13. Be generous with
your subject
matter expertise
https://hbr.org/2015/10/why-customer-gratitude-trumps-loyalty

14. 14
Find a distinctive, sustainable
interest (this is different from a
“passion”)
Find an uncontested space to publish
content
Create excellent, consistent content
over time
http://www.convinceandconvert.com/podcasts/episodes/why-consistency-is-the-key-to-
becoming-known/
https://www.neurosciencemarketing.com/blog/articles/mark-schaefer-known.htm
“Nothing can beat content as a bat
signal”
http://www.andrewchen.co/professional-blogging/

15. 15
Follow a new hashtag

16. 16
Showcase your
expertise

17. 17
“You don’t
define your
personal brand,
your work
does.”
https://medium.com/an-idea-for-you/stop-working-on-your-
personal-brand-youre-wasting-your-time-7b68f1971899

18. 18
“Any endeavor you
undertake—is not
just the thing it is,
but it’s also an
engine that powers,
directly or
indirectly, other
things and other
people.”
http://www.thisislindaholmes.com/thoughts/everything-you-make-
is-an-engine

19. 19
There is a recipe for building a personal brand
1. What are you?
2. To/for whom?
3. What are your 1-3 RATIONAL benefits?
Ex. “People depend upon me to get my work done.”
4. What are your 1-3 EMOTIONAL benefits?
Ex. “People trust me to lead them through ambiguity.”
5. What do you do UNIQUELY?
6. What is the JOB to be done?

20. 20
Let’s look at some examples:
FULL
____ is a navigator and community builder, piloting the democratization of
opportunities for non-profits and the individuals they serve. ___ is driven by
a desire to forge new pathways and change systems from within. She
aspires to help influence perceptions, especially among large entities
possessing of the ability to move at scale.
***
1 SENTENCE
____ forges new pathways for nonprofits to democratize community
building, adroitly navigating and influencing the current systems.
***
TAGLINE
_____: Democratizing Pathways for Non-Profit Community Building

21. Thank You!
21
Jessica Bondalapati
jessica@ladybondo.com
www.ladybondo.com
C O N T A C T
Mary Aviles
mary@connect4insight.com
www.connect4insight.com
248.633.5135
@connect4insight