1. Essential Personal Branding
The essential secrets of personal branding
are revealed by William F. Zachmann, CEO,
Canopus Research Inc. *;-)

2. What We Will Cover in this Presentation:
• Personal Branding’s Origins and History
• Personal Branding Learning Resources
• Contrasting Personal Branding Styles
• Roles of the Container and the Content
• The Critical Role of Product Quality
• Your Product Improvement Plan
• Selling Your Goods and Services
• What’s Next

3. Origin of the Personal Branding Craze

4. Leading to a Plethora of Publications:

5. Including Dan Schwabel’s Me 2.0:

6. And a Plethora of Web Sites:
• Tom Peters’ Fast Company Article:
http://www.fastcompany.com/magazine/10/brandyou.html
• Dan Schwabel’s Personal Branding Blog:
http://www.personalbrandingblog.com/
• William Arruda’s, “Personal Branding Guru”:
http://www.williamarruda.com/
• Our Own Frank Cutitta’s Center for Global Branding:
http://www.brandsintl.com/home.html
• Personal Branding TV: http://www.personalbranding.tv/
• Personal Branding from the Inside Out (UK):
http://personalbrandingfromtheinsideout.com/
• A Personal Branding Facebook Page:
https://www.facebook.com/personalbranding
• The Personal Branding Group:
http://www.thepersonalbrandinggroup.com/
• Susan Hodgkinson’s The Personal Brand Company:
http://www.thepersonalbrandcompany.com/
• And many more . . .

7. Personal Branding Style A: Fox Hunting

8. Personal Branding Style B: Fishing

9. Fox Hunting Style – It’s all about:
• Having the right
– Companions,
– Horses, and
– Hounds
• Pursuing the fox aggressively, and
• Running it down effectively

10. Fishing – It’s all about:
• What sort of fish you want to catch,
• Knowing where the fish are, and
• Having the right:
– Rod
– Hook
– Line
– Bait
– Lures

11. The Container and the Content
• Form or Substance?
• What Matters Most:
– Advertising/Sales/Marketing, or
– Quality of Product?
• Effective Messaging Counts, but
• Quality of Goods/Services Do, Too!
• Honest Assessment of Product Quality
• Quality Improvement Critical for Success

12. Self Improvement = Product Improvement
• SWOT Analysis
– Strengths
– Weaknesses
– Opportunities
– Threats
• Your Product Improvement Plan
– Knowledge
– Skills
– Character
– Contacts

13. Selling Yourself Effectively
• Understanding Buyers and Sellers
• Mastering Your 21st Century Tools of Trade
– Social Media Marketing
– Search Engine Optimization
– Blogs and Tweets
– Personal Digital Networking
– Outreach Options (email, ads, lists, PR etc.)
• Knowing Where You Want to Go
• Knowing What to do When You Get There
• Me 2.0 vs. just “Me, too!”