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Building a Killer Personal Brand
The What and Why of Personal Branding
Jason AlbaJibberJobber.com
“The Brand Called You”1997
Tom Peters in Fast Company“…what it takes to become
CEO of Me, Inc.”
August 1997: http://www.fastcompany.com/28905/brand-called-you
Q: “What is my personal brand?”
reword to:
Q: “How do others perceive me?”
How Are You Perceived?
rainmakerthought leader
follower
Smart thinker
Great presenter
Nice
presentable
Great analyst
team player
Subject matter expert
creator
leader
Personal branding in perspective:
Subject Matter Expertor
Thought Leader(ship)
The *other* part of yourpersonal brand:
Can people find you?
Perception for people who don’t know you – how do
they find you?
Social tools / google / word of mouth / etc
The Pepperdine Conversation
“I just feel like all this talk about personal branding is
pigeon-holing me.”
Pigeon-hole: A small compartment, open at the front and part of a set, where letters or messages may be left for individuals.
personal branding vs.
nicheRicky Ray Butler (Plaid Social Labs):
“The more niche we get, the more we grow.”
Niche = growth
Nicheless = less focus“who do I market to?”
Why people fear nichesThe entire world (aka, the market)
Blue ocean / blue sky – the world is
at my feet!
Why people fear nichesThe entire world (aka, the market) My defined niche
Blue ocean / blue sky – the world is
at my feet!
Right FitPerfect Fit
Why people fear nichesThe entire world (aka, the market) My defined niche
Right FitPerfect FitDEAD ZONE !?!?
Personal Branding Influencers
William Arruda Dan Schawbel Kirsten Vernon
Niche: corporate Niche: EntrepreneursNiche: Gen Y
Job
Money
Career
$ Security: How People Made (Make) Money
Pre-2000{Job Security}
“Go to school”
Develop skills
Work ethic
Hustle
Post-2000{Career management}
Relevant contacts
Nurture relationships
Your Personal Brand(corporate brand)
“Income Security”
$ Cost
Effo
rtBook + publisher
Short ebook
About.me
Pay ghostwriter
Speaking circuit
New clothes
30 second pitch
Professional blog
Social blitz
Advertisements
About.me
ebook
TaglineDefine brand boundaries
On-brand picture/avatar
30 Second PitchBusiness Cards
LinkedIn Profile (Summary, etc.)
blogTestimonials
speaker??
12 Month Strategy: Step by Step
Personal Branding Influencers
William Arruda Dan Schawbel Kirsten Vernon
Niche: corporate Niche: EntrepreneursNiche: Gen Y
INDUSTRY Influencers
William Arruda Dan Schawbel Kirsten Vernon
Niche: corporate Niche: EntrepreneursNiche: Gen Y
INDUSTRY Influencers
Who, in your industry (company, location, etc.) is THE PERSON that is perceived as:
The expert?
Reliable?
Great to work with?
Likeable?
Someone who can get the job done?
Respected?
+
INDUSTRY Influencers
Who, in your industry (company, location, etc.) is THE PERSON that is perceived as:
The joke?
Annoying?
Smells bad?
Lazy?
Two-faced?
A nobody? (“who is that?”)
-
Ask Others
360 Degree
Bosses
SubordinatesReports
Peers Colleague
s
Customers
360 Degree QuestionsWhat do you REALLY want to know?
Cereal or dog types? “What do you think of me?”
“What do others think of me?”“Am I well known for _______?”Make it easy for them to answer
Make it anonymous
360 Degree Responses
Use their language in your branding
“People say I am the best programmer they have worked with, and that they really enjoy
working with me because of my strong communication skills.”
Wrap-up
Personal Branding Foundational Thoughts
Your brand is how others perceive you Think: Subject Matter Expert (SME) or Thought Leader Can people find you? Are people learning about you? Niche vs. general purpose Personal branding: career management & income security Develop a strategy over time, and build on each previous
step Cost of your strategy: money vs. time Recognize that you are perceived within your industry
