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Creating your brandKipCamp Social Media Summit, Nov. 13-14, 2012

Robin J. Phillips, Digital Director, Reynolds Center for Business Journalism

+Creating your brand

Do people really talk like that? Is this just a buzz phrase? Isn’t branding just marketing? I am shy. Isn’t branding just selling out? … and why should you trust me?

+Robin J Phillips | About Me

@RobinJP | RobinJPhillips.com Digital Director, The Reynolds Center for Business

Journalism Co-founder, #wjchat, weekly online web journalism

discussion Co-founder of Perfect Moment Project Journalism professor, Cronkite School, Arizona State

University Master’s candidate, ASU

+Key points about personal branding People have an image of you … whether you like it or not. It’s important for you to know who you are. Journalists need to take control of their image. Your brand can be as simple as You Being You…

online. Your brand or how you live your life online, good and bad,

stays around a long time. … and we’ll look at how some journalists handle their

online image.

+Why branding now? Historically, journalists’ reputations were closely

aligned with that of their employers. The promotion of our work was left up to our news

organizations’ marketing departments as part of the overall branding strategy.

In large part, reporters were comfortable letting the work speak for itself.

It’s not selling out

+Why branding now? Historically, journalists’ reputations were closely

aligned with that of their employers. The promotion of our work was left up to our news

organizations’ marketing departments as part of the overall branding strategy.

In large part, reporters were comfortable letting the work speak for itself.

It’s not selling out

That’s all changed.

+So what is branding?

+Differentiate yourself

BrandCommodity

+Personal brand = relationship

Personal brand is a collection of perceptions someone else has describing the experience of having a relationship with you.

If you are not branding yourself, you can be sure others are doing it for you. You might as well grab hold of the wheel and drive.

+Not just about being Googleable

.. but that’s some of it.

+First things first

+To thine own self…

Branding is knowing yourself. Know your talents and skills. Know your goals. And knowing this is all flexible. Once you know yourself, you can define your brand.

Ask your friends, mentors, strangers.

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+Once more let’s ask…

+What is your brand promise?

If you … Hire me Read my story Watch my newscast Buy my photos Follow me on Twitter

You will get … Xxxx

+Not a TASK promise

+Brand promise

What you stand for What you offer What people should expect from you

+Brand promise

To inspire moments of optimism and uplift.

To be the premier sports and entertainment brand that brings people together, connecting them socially and emotionally like no other.

To be genuine, fun, contemporary, and different in everything we do at a reasonable price.

+What is your brand promise?

If you … Hire me Read my story Watch my newscast Buy my photos Follow me on Twitter

You will get … Xxxx

+So let’s get started

Create a website – simple WordPress is just fine Begin blogging Take a daily photo, film a daily video Subscribe to blogs, comment when you have

something to say Use your name or a consistent username Blog responsibly – write, edit, publish, shoot photos BUY YOUR DOMAIN NAME … today!

+Do you own your URL? Username? Use your name Everything should be your name If you can’t get your name, use a derivative of your

name

+Landgrab!

+Buy your domain name

Register NOW! For about $12. Own YOUR name.

+How others do it

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+Brand-a-palooza

+5 rules Be diligent Be consistent Be relevant Be interesting Be yourself

Be simple Be unique Be focused

…. OK, 8 rules

Thanks to Kristian Andersen + Associates / Brand You

+… back to first things first