The Art of Self Branding

SXSWi 2008

1http://artofselfbranding.com/

The Art of Self-Branding

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2http://artofselfbranding.com/

Sounds like that Princess.

sou

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da

ilym

ail

.co

.uk

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3http://artofselfbranding.com/

NOT ABOUT HOW:TO deSigN yOUr BrANd

TO reSeArcH yOUr BrANd

TO TAP iNTO SOciAl BrANdiNg ON THe WeB

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4http://artofselfbranding.com/

Make your personal brand a success

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5http://artofselfbranding.com/

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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13http://artofselfbranding.com/

Become an amnesiac

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rce:

© u

niv

ersa

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ctu

res

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14http://artofselfbranding.com/

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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24http://artofselfbranding.com/

The guy’s guy™ MiNT.cOM

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25http://artofselfbranding.com/

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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28http://artofselfbranding.com/

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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41http://artofselfbranding.com/

The Nice guy™ WeSABe.cOM

MeSSAge/cOMMUNicATiON

Why join Wesabe?save money,spend wisely andreach your Goals.

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42http://artofselfbranding.com/

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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49http://artofselfbranding.com/

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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52http://artofselfbranding.com/

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