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yes, it’s more than a logo

July.2010

personal brandingPete Scott

@prscottThursday, July 15, 2010

branding➡The word brand began simply as a way to tell one

person's cattle from another by means of a hot iron stamp.

➡Brand Promise‣ The vision of what you must be and do for your marketplace

➡Brand Identity ‣ the marketplace’s actual experience v. the promise

➡Brand Recognition ‣ The degree to which you are known in your marketplace.

➡Brand Equity ‣ Brand Identity * Brand Recognition (Net Demand)

Thursday, July 15, 2010

my definition

A brand is an identifiable entity that makes delivers specific promises of value.


supply & demand➡know your audience | demand

‣ their need

➡know yourself | supply ‣ your unique skill set & value proposition ‣ your passion ‣ your commitment


the good news

the demand for something to believe in is infinite

the supply of mediocrity is also infinite


the promise➡differentiate

➡deliver

➡ interesting

➡consistent


differentiate

innovateimproveeliminate

secure save


interesting

would you want to have a drink with yourself?


deliver

can you bring it - every day?


me v. we ➡me

‣ what’s my job?‣ how am I doing? ‣ who is noticing me?‣ what about work/life balance?

➡we‣ where are we going? ‣ what do we need? ‣ how can I help? ‣ how can we move the needle?


consistent

steadydependable

reliable


identity

when the actual experience is = or > promise

you know your have a good brand identity when you have an increasing demand for

the supply of your skills


good personal brands

promise a lot and consistently exceed expectations


recognition➡participate

➡give

➡authentic


participate➡Actively contributes for the betterment of their audience,

their peers, their industry, & themselves

➡advocate‣ for the greater good

➡share‣ best practices, advice, knowledge‣ mentor, linkedin, communities, forums,

➡contribute‣ write, speak, create, lead‣ associations, blogs, books, articles, podcasts, videos,

whitepapers


Give!➡actively supports issues greater than

themselves

➡while the standard mantra is:‣ time - talent - treasure

➡The bigger opportunity is:‣ How can you your unique skill set to

efficiently deliver a significant & meaningful impact


giving

nicole danny jamie


authentic

be yourself &give because you want to


strong personal brands

happen when you begin to gain brand equity

your brand promise is bothtrusted & recognized


real life examples


Mark Krupinski➡differentiated

➡delivers

➡ interesting

➡consistent

➡participates

➡gives

➡ trust


Ted Murphy➡differentiated

➡delivers

➡ interesting

➡particpates

➡consistent

➡gives

➡ trust


Gary Vaynerchuck➡differentiated

➡delivers

➡ interesting

➡particpates

➡consistent

➡gives

➡ trust


Sarah Evans➡differentiated

➡delivers

➡ interesting

➡particpates

➡consistent

➡gives

➡ trust


Sarah Evans➡2010 Vanity Fair Tweetheart

➡One of Entreprenuer Magazine’s hottest startups of the year


Chris Brogan➡Chris had over 16 years of

telecommunications experience in wireless and landline technologies, including enterprise software and hardware experience, project management expertise, and applications/solutions engineering experience, as well.


Chris Brogan➡differentiated

➡delivers

➡ interesting

➡particpates

➡consistent

➡gives

➡ trust


Meg Crofton➡ A 29-year Disney veteran, Meg is widely

known and respected for her outstanding leadership and passion for a world-class Guest and Cast experience.

➡ Meg has held a wide range of executive leadership roles at Disney in Human Resources, Hotel Operations and Convention Sales. She led an international task force responsible for opening six resort hotels at Disneyland Resort Paris in 1992.

➡ Meg has been active in the Central Florida community for many years. She is currently chair of the Metro Orlando Economic Development Commission, and serves on the boards of Orlando Health and the Central Florida Regional Commission on Homelessness.


Meg Crofton➡differentiated

➡delivers

➡ interesting

➡particpates

➡consistent

➡gives

➡ trust


Peter Shankman | HARO➡Help A Reporter Out, the largest

free source repository for journalists anywhere in the world, where anyone can sign up to be a source on any topic and get quoted in major media


Peter Shankman | HARO➡differentiated

➡delivered

➡ interesting

➡particpates

➡consistent

➡gives

➡ trust


Martha Stewart➡2002 Time Person of the year

➡On June 4, 2003, Stewart was indicted by the government on nine-counts including charges of securities fraud and obstruction of justice.

➡Today, Martha Stewart and Martha Stewart Omnimedia continues to thrive.


Martha Stewart➡differentiated

➡delivers

➡ interesting

➡particpates

➡consistent

➡gives

➡ trust


Tiger➡differentiated

➡delivered

➡ interesting

➡particpates

➡consistent

➡gives

➡ trust


owning your brand


own your name➡domains

➡ twitter profile

➡ facebook

➡youtube

➡and other popular & emerging tools


me, inc.➡Think of personal brand like a business

➡Diversify your marketing like a business would

➡ Invest in yourself if you want to succeed‣ Personal time‣ Personal money


great personal brands

you amplify your brand equity on purpose - it’s scalable

your recognized and trusted brand is amplified by design and hits critical mass


take aways➡what are you passionate about that people need?

‣ what marketplace can you own? ‣ do you have the ability or can be readily acquired?‣ are you willing to commit? ‣ is there a sufficient marketplace for it?

➡design your brand promise‣ what will make you uniquely different?‣ what can you deliver that is in need? ‣ are you willing to be “we” focused?‣ can you do this consistently over time?


take aways➡build brand recognition

‣ how can you participate in your marketplace for the greater good of that marketplace?

‣ how can you give back in a way that makes a real difference?

‣ Can you do these authentically - because you want to - even if no one is watching?

➡own your brand‣ secure your name or persona - that’s easy and cheap ‣ develop a consistent brand architecture ‣ use a professional photographer ‣ use a professional designer ‣ keep a consistent voice and identity ‣ consider your personal brand a version of me, inc.


thanks

find me almost everywhere@prscott


doterati july2010

Business

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