This document discusses personal branding and how to market yourself effectively. It covers defining your brand identity, getting attention for your brand through storytelling, and making yourself easily findable. Some key tips include focusing your brand on your specific areas of competence and passion, starting conversations from a place of value, and utilizing groups and organizations with high member turnover to expand your network. The overall message is that personal branding involves intentionally crafting how you present yourself and connect with others professionally.

1. Personal Branding
Marketing Yourself to the World

2. Personal Branding isn’t
for Everyone

3. Personal Branding is for
Everyone

4. Why Does Branding
Matter?

5. Takeaways
• Formulate your brand identity
• Make people pay attention to your brand
• Force Serendipity - Help People Find You

6. What is a Brand?
“Social Network” (and perhaps “Friends”) “Search” is owned by Google
is owned by Facebook

7. What is a Brand?
“Social Network” (and perhaps “Friends”) “Search” is owned by Google
is owned by Facebook

8. Words that Brands Own
Internet & Software TV
1 “E-commerce” is owned by Amazon 1 “Comedy Skits” is owned by Saturday Night Live
2 “Job Boards” is owned by Monster 2 “Music (TV)” is owned by MTV
3 “Music” is owned by iTunes 3 “Sports Entertainment” is owned by ESPN
4 “Online Auction” is owned by eBay
Beverages
5 “Software (Cloud) is owned by Salesforce
1 “Beer” is owned by Budweiser
6 “Software (Enterprise) is owned by Oracle
2 “Dark Beer” is owned by Guinness
7 “Software (PC)” is owned by Microsoft
3 “Soda” is owned by Coke
8 “Web Video” is owned by YouTube
Consumer Goods
9 “Restaurant Reviews (Print)” is owned by Zagat (now owned by Google)
10 “Sports Information (Internet) is owned by ESPN 1 “Bandage” is owned by Band-Aid
11 “Sports Information (Print” is owned by Sports Illustrated 2 ‘Sunglasses” is owned by Ray-Bans
Music 3 “Tissues” is owned by Kleenex
12 “Reggae” is owned by Bob Marley Apparel
Retail 1 “Jeans” is owned by Levi’s
1 “Fast Food” is owned by McDonalds Automotive
2 “Coffee Out” or “Coffee To-Go” is owned by Starbucks 1 “Car Rental” is owned by Hertz
Content & Media 2 “Car Share” is owned by Zip Car
1 “Business News (Print)” is owned by The Wall Street Journal 3 “Hybrid Car” is owned by Prius
2 “Children’s Books” is owned by Dr. Seuss
3 “Radio Politics” is owned by Rush Limbaugh

9. What words do you own?

10. Work
Friends
Family

11. Hard Worker
Community Manager
Fun
WorkGiants Fan
Marketing
Responsible
Social
Inexperienced
Friends
Family

12. Hard Worker
Community Manager
WorkGiants Fan
Fun Responsible Athlete Bro
Marketing Generous Best Friend
Social
Inexperienced
Friends
Computer Whiz
Rude
Giants Fan
Social
Family

13. Hard Worker
Community Manager
WorkGiants Fan
Fun Responsible Athlete Bro
Marketing Generous Best Friend
Social
Inexperienced
Friends
Computer Whiz
Rude
Giants Fan
Social
Social
Giants Fan Family
Handy man Good Brother

14. Hard Worker
Community Manager
Work Fan
Fun Responsible Athlete Bro
Marketing Giants Generous Best Friend
Social
Inexperienced
Friends
Computer Whiz
Rude
Giants Fan
Social
Giants Fan
Social Family
Handy man Good Brother

15. Creating Your Niche
“A ‘competence’ that has no defined
borders cannot be called a true
competence.” - Charlie Munger

16. Circle of Competency
1. List out the things that you love to do
2. List out the things that you are great at
3. List out the things you do where you lose
total track of time
4. List out the things that others praise you for
5. Put them all in a circle and live with it

18. Brand Ladder
1. Andre Agassi
2. Rafael Nadal
3. Roger Federer
4. Serena Williams
5. Other dude
2902. Brian Kerr

19. Brand Ladder: Specificity
1. Alex
2. Brian
3. Amy

20. Impactful Brands
• Start from a point of weakness or value
offering to build rapport.

21. Brand Story Telling

22. Impactful Brands
• Start from a point of weakness or value offering to
build rapport.
• Alignment with your brand and your goals
• Give a follow-up action/story to share

23. Forcing Serendipity

24. Beacons - Be Findable

25. Beacons - Be Findable

26. Beacons - Be Findable

27. Utilizing M.O.B.i.T.s
Member Organizations with Built-in Turnover
• Fraternities
• Sports Groups
• Chess Meet-ups
• Urban Farming Groups
• SF American Marketing Association

28. Takeaways
• Define your Brand - Your Words - Specificity
• Get attention, tell your story, leave a CTA
• Force Serendipity - Help People Find You