The Personal Brand Plan

of Johnny Santilly

All background art by Steven Harrington http://www.stevenharrington.com

My Story

• Creative, articulate, and motivated, I have a keen interest in pursuing avenues of communication, particularly where media and culture intersect.

• All around me are indicators of various cultural and societal trends - in technology, entertainment, fashion and food – which I wish to explore.

• Living through Web 2.0 and continuous change in this digital age excites and challenges me.

• Authenticity:Maintaining an online identity is much like having healthy interaction in the real world. I hope to be authentic in sharing my specific interests and insights as best I can. This is a goal both online and offline.

• Consistency:While I hope to be as consistent as I can with my online interaction, establishing a voice behind my writing is most important. I will use a consistent voice that doesn’t vary in personality or professionalism.

• Brand-Value:I will market myself by differentiating my unique brand-value promise online and offline to position myself above the rest and separate myself from the competition.

Measurable Objectives• To establish a moderately-sized following by the Summer 2010• To implement and appear as a guest blogger within my network of PR

students and professionals• To identify within my brand what works best and what will need revision.

Goals

Key Messages

• Look at memetics, cultural and societal trends and how they affect us

• Our digital era and the unrestrained documentation of issues, ideas and events

• Applying my PR experience and knowledge to analyze the media’s representation of these issues

SWOT Analysis

StrengthsMy background in media studies couples

well with my interests in pop culture and current affairs.

OpportunitiesPresenting an honest, transparent voice

regarding my introduction to PR and social media authoring, a unique and

similar audience may be formed

Weaknesses The opinionated nature and selective

content of my blog might not resonate with my target audience

ThreatsThe tone in my opinions may vary over channels; if my audience disagrees with certain content, they may choose to stop

viewing my work

Strategy• Rationale: by associating my work and myself with

PR theory and practice, I can formulate a small following with consistent, insightful contributions

• Audience: aiming to attract young PR professionals and those in the industry who contribute to the online community

• How: through various social media channels, as well as interpersonal communication, my brand will represent what I can offer professionally and socially

Channels & TacticsWordpress blogJuan Time For Your Mindjuantimetwotime.wordpress.com-a freeform written blog dealing

with contemporary cultural issues

Twitter accounttwitter.com/juantimetwotime-offers links and insights to

content viewed

LinkedInhttp://www.linkedin.com/in/

johnnysantilly

Socio-Cultural Factors

• As a product of our technological state, I will discuss its changing role in society

• The momentum behind the online branding meme, and how it may affects a budding career in PR, will drive much of my work

Technological Factors

• The overwhelming trend in social media and its place in public relations practices is worthy of comprehensive discussion

• The formation of online brands in lieu of interpersonal interaction will be a major theme of my work

Critical Path

• Establishing my content as valuable and unique is a major objective to achieve before I can expect an audience base to grow

• Through engaged and tactical use of social media, providing feedback and thought on the subjects which apply to my brand

• Seek feedback of relating to my work in order to make the necessary changes to my brand or the content I present

An Outlook (expressed)The idea of a meme capturing our everyday attention, functions and

opinions has always intrigued me. Through various channels I have been engaged in the cultural trend to represent myself online.

The deployment of my personal brand will heavily affect my use of the Internet; I will likely restrict some opinions and allot space for others. In attempting to create a following, I am prepared to revamp some of the work I post for my brand.

I want to the writing that I post to be able to stand alone as a representation of my personal brand. It will reflect the values and beliefs that have shaped it, but also straddle the boundaries between articulate, free expression and contributions meant to aide me in my career.