1. The Evolution of Personal
Branding
By: Francisco Noceda
Manhattanville School of Business
FinalThesis Presentation
April 26, 2016
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2. Agenda
• Defining Personal Branding
• Why Personal Branding
• Summary of Literature Review
• Analysis
• Recommendations
• FinalThoughts
• Questions/Comments
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3. Personal Branding
• Personal branding is the practice of individual’s marketing themselves and
their careers as brands, using their education and knowledge to make
themselves more well-rounded professionals
• Involves impression and reputation management, as well being able to stay
up to date on trends in the industry one may work in, or any industry of
interest, thus helping one become a trusted and respected expert
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4. Why Personal Branding
• Past classroom experiences
• GaryVaynerchuk- Jab, Jab, Jab, Right Hook
• Topic of Interest
• Entrepreneurship
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5. Literature Review
• Popularization of Personal Branding
• Tom Peters “The Brand Called You”
• Web 2.0
• Change from static web pages to dynamic/user-generated content
• Web 2.0 had profound affect in collaboration and communication within business
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6. Literature Review: Social Media
• Twitter
• C-Level leaders have taken to the site to strengthen their own brands
• Offers an audience that is ready to listen
• Main currency is news and information
• LinkedIn
• Professional social network
• Offers a way to create and share content that is relevant and useful for individuals in any industry
• Makes a person visible to decision-makers who are looking for exactly the services you provide
• Helps manage your brand throughout the longevity of your career
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7. Analysis: Personal Branding in Action
• William Arruda
• Inspired by Peters article
• Reach Personal Branding
• Set yourself apart by building your brand
1. UnearthYour Unique Promise ofValue
2. CommunicateYour Brand toYourTarget Audience
3. ManageYour Brand Environment
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8. Analysis: Personal Branding in Action
• Chris Dessi
• Personal branding and social media expert
• $260,000 blog post
• Seven Pillars to building your brand
1. Generate Ideas
2. DefineYour Passion
3. Work, Focus, and Persist
4. Become More Self-Aware
5. Do Good, Give Back
6. UseTechnologyThe RightWay
7. Get Curious
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9. Analysis: Personal Branding in Action
• GaryVaynerchuk:
• YouTube series:Wine LibraryTV
• Twitter played an integral part in the
growth of the GaryV brand
• Active and creative on ALL social outlets
• VaynerMedia
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10. 10
Source: Key tools available today to enhance a personal brand in social media (Harris &
Rae, 2011). qtd. in Rakauskaite

11. Recommendations
• Developed through literature review, analysis of experts mentioned and
interviews with business professionals;
• Matthew Sawyer
• Patricia Nelson
• Kenneth Koprowski
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12. Recommendations
• Created four step guide to building a personal brand
1. Identify your specialty/service
2. Properly position your brand
3. Manage your brand
4. Reflect on your brand
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13. Recommendations
• Upon beginning building a personal brand
1. Build on a reputation
2. Provide benefit for your audience
3. Protect your brand
4. Put in the work
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14. FinalThoughts
• Find your passion!
• Personal branding: What you make of it!
• Open yourself to learning
• Put in the time and work
• Be active but patient
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15. Questions/Comments
ThankYou!!!
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