the art of self branding
TRANSCRIPT
SXSWi 2008
1http://artofselfbranding.com/
The Art of Self-Branding
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2http://artofselfbranding.com/
Sounds like that Princess.
sou
rce:
da
ilym
ail
.co
.uk
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NOT ABOUT HOW:TO deSigN yOUr BrANd
TO reSeArcH yOUr BrANd
TO TAP iNTO SOciAl BrANdiNg ON THe WeB
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Make your personal brand a success
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Vinny chase and Brand Names
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Branding a company:MANy reSTricTiONS
OBjecTiVe
iNOrgANic
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Branding yourself:liTTle TO NO reSTricTiONS
Very SUBjecTiVe
OrgANic
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“Brands are built on what people are saying about you, not what you’re saying about yourself.”gUy kAWASAki
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Become an amnesiac
sou
rce:
© u
niv
ersa
l pi
ctu
res
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Who are you?Who cares?
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create a brand promise.
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The Top 5 Aspects of a Successful Brand iNTerBrANd 2007 MArkeTerS rePOrT
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5. relevance dO yOU MAke SeNSe?
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4. creative/design/Brand identitydOeS yOUr lOOk MATcH?
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3. Message/communicationdO yOU TAlk THe TAlk?
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2. Understanding the customer/TargetdO yOU kNOW WHO yOU’re TAlkiNg TO?
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1. consistency cAN We eXPecT THe SAMe qUAliTy iN eVeryTHiNg
yOU SAy/TOUcH/dO?
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The Nice guy™ vs.The guy’s guy™ THe ePic BATTle
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The Nice guy™ WeSABe.cOM
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The guy’s guy™ MiNT.cOM
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lAUNcHed: NOV 2006
TOTAl fUNdiNg: $4.7M
jAN 2008 STATS
MONTHly UNiqUeS: 35k
USer cOUNT: 100k
lAUNcHed: SeP 2007
TOTAl fUNdiNg: $5M
jAN 2008 STATS
MONTHly UNiqUeS: 41k
USer cOUNT: 135k
stats found at crunchbase.com and businessweek.com stats found at crunchbase.com and businessweek.com
businessweek:
businessweek
businessweek:
businessweek
crunchbase.comcrunchbase.com
crunchbase.comcrunchbase.com
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5. relevance dO yOU MAke SeNSe?
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relevance throughcUlTUrAl iNflUeNce
SOciAl cliMATe
ecONOMic iNdicATOrS
geOgrAPHicAl reAliTieS
TecHNOlOgicAl TreNdS
releVANce
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versusTHe Nice gUy: THe gUy’S gUy:
BliSSfUlly UNAWAre cONSTANT reflecTiON
AfrAid Of cHANge eVOlVeS WiTH THe TiMeS
SAMe APPrOAcH VAried APPrOAcH
releVANce
March 2007
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4. creative/design/Brand identitydOeS yOUr lOOk MATcH?
BrANd ideNTiTy
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“People attribute personality to products based on their appearance and how they interact.”reeVeS ANd NASS
BrANd ideNTiTy
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versusTHe Nice gUy: THe gUy’S gUy:
dOeSN’T MATcH STriVeS TO MATcH
PreSeNTATiON iS AN AfTerTHOUgHT
cAreS ABOUT PreSeNTATiON
THiNkS iTS ABOUT lOgOS kNOWS iT’S MOre THAN lOgOS
BrANd ideNTiTy
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3. Message/communicationdO yOU TAlk THe TAlk?
MeSSAge/cOMMUNicATiON
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“emotion is the experience in user experience.”TreVOr VAN gOrP
MeSSAge/cOMMUNicATiON
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versusTHe Nice gUy: THe gUy’S gUy:
SPeecH ANd cOPy Are SePArATe SPeecH ANd cOPy Are THe SAMe
cOMMUNicATeS THe WAy THey THiNk THe cUSTOMer WANTS
cOMMUNicATeS like THe cUSTOMer
SOUNdS fOrced SOUNdS NATUrAl
MeSSAge/cOMMUNicATiON
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The Nice guy™ WeSABe.cOM
MeSSAge/cOMMUNicATiON
Why join Wesabe?save money,spend wisely andreach your Goals.
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The guy’s guy™ MiNT.cOM
MeSSAge/cOMMUNicATiON
Why will you love mint?you’re always up to dateyou know your spendingyou find real savingswe look out for youyou’re safe and secure... and it’s free!
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2. Understanding the customer/TargetdO yOU kNOW WHO yOU’re TAlkiNg TO?
UNderSTANdiNg TArgeT
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versusTHe Nice gUy: THe gUy’S gUy:
TArgeTS TO eVeryONe HAS A NicHe
eVery POTeNTiAl iS eqUAl iMPOrTANce
TArgeTS THe BeST TyPe Of POTeNTiAl clieNT
dOeS WHATeVer THe clieNT TellS THeM TO
dOeS WHAT NeedS TO Be dONe
UNderSTANdiNg TArgeT
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The Nice guy™ WeSABe.cOM
UNderSTANdiNg TArgeT
30 countries already served
list of features slideshow link nowhere -- sounds like rhetoric
what banks/credit cards are used?
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The guy’s guy™ MiNT.cOM
UNderSTANdiNg TArgeT
us only... for now
benefits outlined clearly, repeatedly, and linked
sample banks/credit cards are outlined and easy to find
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1. consistency cAN We eXPecT THe SAMe qUAliTy iN eVeryTHiNg
yOU SAy/TOUcH/dO?
cONSiSTeNcy
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versusTHe Nice gUy: THe gUy’S gUy:
All OVer THe PlAce cONSiSTeNcy iS key
cONSiSTeNcy
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The Nice guy™ WeSABe.cOM
cONSiSTeNcy
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The guy’s guy™ MiNT.cOM
cONSiSTeNcy
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2007 interbrand Marketers reportcONSiSTeNcy (36%)
UNderSTANdiNg cUSTOMer/TArgeT (18.2%)
MeSSAge/cOMMUNicATiON (14.7%)
creATiVe/deSigN/BrANd id (12.8%)
releVANce (12.4%)
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Persist through crAPcriTiciSM
rejecTiON
ASSHOleS
PreSSUre
ricHArd ST. jOHN
SecreTS Of SUcceSS iN 8 WOrdS, 3 MiNUTeS
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questions?WWW.ArTOfSelfBrANdiNg.cOM