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Brian Kerr uses his skills and intuition to help you formulate your brand identity which will help people find YOU!
Citation preview
Personal BrandingMarketing Yourself to the World
Personal Branding isn’t for Everyone
Personal Branding is for Everyone
Why Does Branding Matter?
Takeaways
• Formulate your brand identity
• Make people pay attention to your brand
• Force Serendipity - Help People Find You
“Search” is owned by Google“Social Network” (and perhaps “Friends”)
is owned by Facebook
What is a Brand?
“Search” is owned by Google“Social Network” (and perhaps “Friends”)
is owned by Facebook
What is a Brand?
Internet & Software
1 “E-commerce” is owned by Amazon
2 “Job Boards” is owned by Monster
3 “Music” is owned by iTunes
4 “Online Auction” is owned by eBay
5 “Software (Cloud) is owned by Salesforce
6 “Software (Enterprise) is owned by Oracle
7 “Software (PC)” is owned by Microsoft
8 “Web Video” is owned by YouTube
9 “Restaurant Reviews (Print)” is owned by Zagat (now owned by Google)
10 “Sports Information (Internet) is owned by ESPN
11 “Sports Information (Print” is owned by Sports Illustrated
Music
12 “Reggae” is owned by Bob Marley
Retail
1 “Fast Food” is owned by McDonalds
2 “Coffee Out” or “Coffee To-Go” is owned by Starbucks
Content & Media
1 “Business News (Print)” is owned by The Wall Street Journal
2 “Children’s Books” is owned by Dr. Seuss
3 “Radio Politics” is owned by Rush Limbaugh
TV
1 “Comedy Skits” is owned by Saturday Night Live
2 “Music (TV)” is owned by MTV
3 “Sports Entertainment” is owned by ESPN
Beverages
1 “Beer” is owned by Budweiser
2 “Dark Beer” is owned by Guinness
3 “Soda” is owned by Coke
Consumer Goods
1 “Bandage” is owned by Band-Aid
2 ‘Sunglasses” is owned by Ray-Bans
3 “Tissues” is owned by Kleenex
Apparel
1 “Jeans” is owned by Levi’s
Automotive
1 “Car Rental” is owned by Hertz
2 “Car Share” is owned by Zip Car
3 “Hybrid Car” is owned by Prius
Words that Brands Own
What words do you own?
Work
Family
Friends
Family
Friends
Community Manager
MarketingInexperienced
Hard Worker
Fun Work Responsible
Giants Fan
Social
Work
Family
Friends
Community Manager
MarketingInexperienced
Hard Worker
Fun Responsible
Giants Fan
Social
Best Friend
Giants Fan
Generous
RudeComputer Whiz
BroAthlete
Social
Work
Family
Friends
Community Manager
MarketingInexperienced
Hard Worker
Fun Responsible
Giants Fan
Social
Best Friend
Giants Fan
Generous
RudeComputer Whiz
BroAthlete
Social
Social
Giants Fan
Good BrotherHandy man
Work
Family
Friends
Community Manager
MarketingInexperienced
Hard Worker
Fun Responsible
Giants Fan
Social
Best Friend
Giants Fan
Generous
RudeComputer Whiz
BroAthlete
Social
Social
Giants Fan
Good BrotherHandy man
Creating Your Niche
“A ‘competence’ that has no defined borders cannot be called a true competence.” - Charlie Munger
Circle of Competency
1. List out the things that you love to do2. List out the things that you are great at3. List out the things you do where you lose total track of time4. List out the things that others praise you for5. Put them all in a circle and live with it
Tennis Player
1. Andre Agassi
2. Rafael Nadal
3. Roger Federer
4. Serena Williams
5. Other dude
2902. Brian Kerr
Brand Ladder
3. Amy
2. Brian
1. Alex
Brand Ladder: Specificity
Impactful Brands
• Start from a point of weakness or value offering to build rapport.
Brand Story Telling
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
Forcing Serendipity
Beacons - Be Findable
Beacons - Be Findable
Beacons - Be Findable
Utilizing M.O.B.i.T.s
• Fraternities
• Sports Groups
• Chess Meet-ups
• Urban Farming Groups
• SF American Marketing Association
Member Organizations with Built-in Turnover
Takeaways
• Define your Brand - Your Words - Specificity
• Get attention, tell your story, leave a CTA
• Force Serendipity - Help People Find You