Online Personal Branding—Session 1 (BGIedu 2010-07-21)

Online Branding for
Personal & Business Goals
Creating and Managing an
Identity that Promotes
Mission & Vision

Create a Name
Badge
Welcome! Your Name
“Christopher Allen”
Your Tagline
“Entrepreneur, Advisor
& Technologist”
Optionally, your
Afﬁliation:
“www.LifeWithAlacrity.com”

Give your elevator
pitch
Check In #1 Keep it brief —!there are
only a few ﬂoors!
Your audience is current
classmates, alums, faculty,
staff and friends of BGI
Remember, these people
are also prospective
employers, employees, or
connections to
professional
opportunities!

Personal Brand
“The Future You”

What is Brand
Brand is a perception or emotion,
maintained by a buyer or prospective buyer, that
describes his experience related to doing
business with an organization or consuming its
products and services.
Commodity: Coffee $0.99
Brand: Starbucks $4.69
Brand: sneakers into nike
Brand: diamonds into tiffany’s
Brand:

What is Personal Brand?
A perception or emotion, maintained by
someone other then you, that describes the
total experience of having a relationship with
you.

Personal Brand ﬁrst showed up in 1987 when
Tom Peters wrote “The Brand Called You” for Fast
Company magazine
We are the CEOs of our own companies
It is the process by which you market yourself to
others
It is what makes you unique
Or more importantly, what someone remembers that
is unique about you
It is how you make a difference and how you
communicate that difference

How you present yourself
Your uniqueness
Your skills and abilities
Your image
Your potential
You as a person – your “humanity”

Your First Impression
A ﬁrst impression is usually made in less than 30
seconds
Studies have shown it can take 21 new
interactions to change that ﬁrst
impression

Why is Personal Brand
Important
Who currently controls your brand?
Your employer?
Google?
Does your personal brand serve you?
If you search in google for your name, do you come
up?
If you search in google for your professional speciality,
does your name come up?
Is the knowledge you share with others
considered to be authentic?
Or are you interpreted to be a spokesman for others?

Beneﬁts
Increases your visibility and presence
Demonstrates your competence, experience, and
contributions
Differentiates yourself from others
Gain conﬁdence in your own abilities
Increases your level of engagement
Focuses you on your goals and objectives
Leverage your social network

Career
Increase your career opportunities
Resumes are dying
no one trusts a resume

You
You are unique and original
You are a leader and inﬂuential
You deserve to be compensated for your
passions
You want others to believe in you
You are credible and authentic
You want others to be able to market you

There are negative
connotation to personal
Self-Promotion branding
Because it related to self-
promotion

There are negative
promotion
Self-promotion is only bad
when practiced at the expense
of others

There are negative
promotion
of others
It doesn’t have to be bad if it is
used for good

There are negative
promotion
of others
It doesn’t have to be bad if it is
used for good
It is good when you provide
value

Creators & Change Agents
You are all Creators
“Publication is a self-invasion of
privacy.” – Marshal McLuhan
You all all Change Agents
“In exchange for power, inﬂuence,
command and a place in history, a
president gives up the bulk of his
privacy.” – Roger Mudd
What are you willing to risk to affect
change?

Write down:
One reason why you are
Take a Panel motivated to express
yourself online
One thing that blocks you
needlessly from fully
participating online
What is your worst case
scenario?

Braid of Ideas:
Share with your table
Braid what you feel open to talk
about from your list
And come up with a list
of common issues
The scribe should create
a Shared Artifact
10 minutes (1 minute per
person, 5 minutes talk)

Discussion of
Readings
“The Knowledge is in the
Room”

What were your takeaways
from Optional Readings?
Takeaways

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Allen, Christopher

"Four Kinds of Privacy"

Life With Alacrity, 2004-04-22

BLOGPOST: http://www.lifewithalacrity.com/2004/04/four_kinds_of_p.html

KEYQUOTE: "My thoughts have now gelled sufﬁciently to make some observations
about privacy. When people speak about privacy, they may actually be talking about
very different forms of privacy: defensive privacy, human-rights privacy, personal
privacy, and contextual privacy."

Four Kinds of Privacy
Defensive Privacy
Human-Rights Privacy
Personal Privacy
Contextual Privacy

Defensive Privacy
“2007:
The number of US adult victims of
identity fraud 8.4 million in 2007.
Total one year fraud amount $49.3
billion in 2007.
The mean fraud amount per fraud
victim $5,720 in 2007.
The mean resolution time 25 hours
per victim in 2007”
– Privacy Law Center

Human-Rights Privacy
“These registration systems and the related
identity cards played an important role in
the apprehension of Dutch Jews and
Gypsies prior to their eventual deportation
to the death camps. Dutch Jews had the
highest death rate (73 percent) of Jews
residing in any occupied western European
country--far higher than the death rate
among the Jewish population of Belgium
(40 percent) and France (25 percent), for
example.”
– “Dark Side of Numbers” Seltzer & Anderson

Personal Privacy
“They:The makers of the Constitution:
conferred, as against the government, the
right to be let alone – the most
comprehensive of rights and the right most
valued by civilized men."
– Supreme Court Justice Louis D. Brandeis (1928)

“I am a technological activist. I have a political
agenda. I am in favor of basic human rights: to
free speech, to use any information and
technology, to purchase and use recreational
drugs, to enjoy and purchase so-called 'vices',
to be free of intruders, and to privacy.”
– Bram Cohen, creator of BitTorrent (1999)

Contextual Privacy
“Ickiness is the guttural reaction that
makes you cringe, scrunch your nose or
gasp ‘ick’ simply because there’s
something slightly off, something
disconcerting, something not socially
right about an interaction.”
– danah boyd (2004)

("))%"
Hunt, Tara

"The Whuffie Factor: Using The Power of Social Networks to Build Your Business"

Crown Business (April 21, 2009). ISBN-10: 0307409503 ISBN-13: 978-0307409508

AMAZON: http://www.amazon.com/Whuffie-Factor-Social-Networks-Business/dp/
0307409503/

BOOK WEBSITE: http://www.thewhuffiefactor.com/

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Chamberlin, Lyn

"Brand Phobia: How to ﬁght your personal brand demons and win"

BrandChannel.com, 2007-04-09

BLOGPOST: http://brandchannel.com/brand_speak.asp?bs_id=161

KEYQUOTE: "Why is it that the women with the guts to start their own businesses,
women who have fought their way to the top of big, big companies struggle so mightily
with branding themselves? Why is it that most of us would rather bungee-jump than
take credit for our accomplishments, for our talents, for our contributions?"

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Mitch, Joel

"Why You Need to Care More About Your Personal Brand"

Six Pixels of Separation, 2008-11-06

BLOGPOST: http://www.twistimage.com/blog/archives/why-you-need-to-care-more-
about-your-personal-brand/

KEYQUOTE: "A real personal brand is not about self-promotion. A strong and
substantive personal brand is about using these channels to communicate who you
are and your knowledge to other like-minded individuals. In doing so, you are
marketing yourself by adding real value to your business, demonstrating what makes
you better (or different) and, ultimately, when done well should connect you to some
kind of community (or even establish you as one of the leaders)."

Why You Need To Care More
About Your Personal Brand

Just as corporate brands encompass more than one, specific point of view. . .

• Personal indulgence • Creativity
• Higher quality coffee • Innovation
• Expensive • Lifestyle
• Personal touch • Style

. . . So do personal brands.

. . . And Social Networking Services EMPOWER individuals to promote
ALL ASPECTS of their personal brands.

By: Mitch Joel
http://www.twistimage.com/blog/archives/why-you-need-to-care-more-about-your-personal-brand/

Why You Need To Care More
About Your Personal Brand

A real Personal Brand
IS NOT
About Self-Promotion

But rather, it is about using Social Networking Services to
Communicate who you are and your knowledge to like-minded individuals by:

• Providing value • Building trust
• Making impact on others • Demonstrating reliability

By: Mitch Joel
http://www.twistimage.com/blog/archives/why-you-need-to-care-more-about-your-personal-brand/

*375
Schwabel, Dan
"5 Ways to Take Control of Your Personal Brand"
Mashable: The Social Media Guide, 2009-04-30

BLOGPOST: http://mashable.com/2009/04/30/control-personal-brand/

KEYQUOTE: "You need to have a central place where people can go to learn more
about you and everything youʼre working on."

5 Ways to Take Control of
Your Personal Brand
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where people can go to learn more
about you and everything you’re
working on.!
http://mashable.com/2009/04/30/control-personal-brand/

Claim your
Google Proﬁle

Promote Your Name – Claim
Expertise Social Networks

5 Ways

Manage your Establish a
Reputation Personal Hub

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Knowledge@Wharton

"You Are Your Brand: Deﬁning a Personal Leadership Style"

Knowledge@Wharton 2005-01-14

WEBPAGE: http://knowledge.wharton.upenn.edu/article.cfm?articleid=1097

KEYQUOTE: "...in order to break down stereotypes, women in business need to
overcome the twin perceptions that they are not conﬁdent enough or willing to take
enough risks to succeed. State your views. Voice your ideas. And coming out of
business school, remember that even if it is expected that you go into banking or
consulting, you can chart your own path."

!"#$%&'$!"#&$(&)*+

Caroline James :: BGI Social Web Class :: Summer 2010

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:: Work hard play hard
:: Tenacious + optimistic
:: Good listener
:: Inclusive + decisive
:: Work-as-passion

Are these qualities uniquely female?


!"#$%&'$!"#&$(&)*+$
$!"#$%&'(%)'*+,
:: Value Relationships &
Informal Networks
:: Consider your
Personal Risk Profile:
! office romance
! marriages/divorces
:: Nurture & help others
:: Take risk = Get Noticed
Informal Networks
Source: filebox.vt.edu


-'.%/(+%-'.(%0(1,2%3%/24"5+%&'(%)'*+,%
“There are very few women at senior levels...
the bottom line is results. They are the only thing that
have impact and are the only means to success.”

“We don’t subscribe to theories of collective
advancement...to ensure success...work hard and
become affiliated with successful projects.”

Meryl Golden, GM
The Progressive Corp


-'.%/(+%-'.(%0(1,2%3%/24"5+%&'(%)'*+,%
In order to break down stereotypes, women in
business need to overcome the twin perceptions that
they are not confident enough or willing to take
enough risks to succeed.

“State your views. Voice your ideas.”

Michelle Peluso CEO
Travelocity


-'.%/(+%-'.(%0(1,2
Knowledge@Wharton "You Are Your Brand: Defining a Personal Leadership
Style" Knowledge@Wharton 2005-01-14
WEBPAGE: http://knowledge.wharton.upenn.edu/article.cfm?articleid=1097

Panel featured in article:

Moderator: Janet Hanson (Managing Director, Lehman Brothers;
Founder, 85 Broads; first female in management, Goldman Sachs).

Panelists:
Meryl Golden (General Manager, The Progressive Corp)
Ann Shukla (CEO, Rubiconsoft)
Michelle Peluso (CEO, Travelocity)
Diane McGarry (former CMO, Xerox Corp)


(07%1"
Arruda, William

"Personal Branding - What Color is Your Brand"

YouTube, 2009-05-02

VIDEO: http://www.youtube.com/watch?v=XDohoPavchc

PERSONAL BRANDING
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Shah, Salma

"Developing A Successful Personal Brand"

Women Unlimited, 2008-10-25

BLOGPOST: http://www.women-unlimited.co.uk/developing-a-successful-personal-
brand/

KEYQUOTE: "You are a brand. You are in charge of your brand. There is no single
path to success. And there is no one right way to create the brand called You. It starts
with authenticity and desire to change."

Developing a Successful Personal Brand
by Salma Shah
“Beyond” Combining business skills with business psychology

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Farmer, Randy & Bryce Glass

"Reputation Systems Are Everywhere"

Building Reputation Chapter 1, 2009

WIKI: http://buildingreputation.com/doku.php?id=chapter1

KEYQUOTE: "We often think of reputation in terms of people (perhaps because we're
each so conscious of our own reputation), but of course a reputation can also be
acquired by many types of things."

Reputation Systems
Are Everywhere
Randy Farmer & Bryce Glass

Reputation is…
! Information used to make a value judgment
about an object or a person.
! Used to make better decisions.
! Applicable to people, but also to things.
! Learning institutions
! Restaurants

! Types of foods

! Contextual.

Reputation Systems…
! Aggregate small, discrete units of
information
! Consist of reputation statements
! Positive
! Negative
! Are everywhere
! FICO
! Amazon user reviews
! Ebay’s feedback score

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Mitch, Joel

"Why You Need to Care More About Your Personal Brand"

Six Pixels of Separation, 2008-11-06

BLOGPOST: http://www.twistimage.com/blog/archives/why-you-need-to-care-more-
about-your-personal-brand/

KEYQUOTE: "A real personal brand is not about self-promotion. A strong and
substantive personal brand is about using these channels to communicate who you
are and your knowledge to other like-minded individuals. In doing so, you are
marketing yourself by adding real value to your business, demonstrating what makes
you better (or different) and, ultimately, when done well should connect you to some
kind of community (or even establish you as one of the leaders)."

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T"995
Smith, Karen

"A Core Competency of Advocacy: Building Social Capital, Part I"

NGO Academy via YouTube 2009-09-06

VIDEO: http://www.youtube.com/watch?v=xo-AsgN1VNE

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Thorman, Rebecca

"Personal branding, accountability, and how to just be yourself already"

BizzyWomen.com, 2009-08-14

WEBPAGE: http://bizzywomen.com/2009/personal-branding-accountability-and-how-
to-just-be-yourself-already-3/

KEYQUOTE: "The lines between work and play are increasingly blurring, and if youʼre
one person during the day and a different one at night you have to be proud enough
to market the heck out of it. If youʼre not comfortable, you need to learn more about
who you are. You are in control of your brand."

Personal branding,
accountability and how to just
! By Rebecca Thorman- gen Y career blog Modite
! Personal branding = being you--
quirks and all--and marketing the
heck out of it
! Honesty /authenticity is key- or it will
haunt you
! E.g. John Mackey, CEO Whole Foods
(posting scandal)
! Accountability link: market well and
people come. Stepping out of brand

Personal branding,
accountability and how to just
! Congruency is key
! If your facebook photos get you in trouble
at work, take them down or get a job
where it won’t
! In summary, to rock the branding/
accountability boat:
! 1. Know yourself.
2. Be yourself.
3. Love it.
4. Repeat.

After the break, tell us:
In 30 seconds, what is
Check In #2 the one thing that you
absolutely excel at, that
above all else you are
better at than almost
anyone else?

Discover Your
Brand

Tell us:
In 30 seconds, what is
Check In #2 the one thing that you
absolutely excel at, that
above all else you are
better at than almost
anyone else?

Your Personal Brand
All that you are should support your personal
brand
You are a whole person, not just your profession
Is your personal brand powerful to people to
already know you?
Does a clear, concise, positive idea come to mind
when people think of you?
Is your personal brand effective with people that
don’t know you?

CEO of Your Own Brand
You are the CEO of your own career
What is a title for your career now
that is likely to be true in 2 years?
Mine now is “Entrepreneur, Advisor &
Technologist”
What is the best one sentence
introduction of your professional
self?
“I am a long-time entrepreneur & technologist focused
on the opportunities found in the social web, online
trust and virtual communities, which I write about in
my blog Life With Alacrity and teach in the sustainable
MBA program at Bainbridge Graduate Institute.

“Tag” yourself using separate
post-it notes:
Tag Self Write down three, short
(2-3 word) phrases that
you use to introduce
yourself
Describe the three things
you are most passionate
about
Describe three thing
unique about yourself

“Tag” everyone
Wander quietly and “tag”
Tag Others your fellow students on
their back with post-it
notes. Use a word or short
phrase.
Focus on what makes them
unique
Gift them by with an
acknowledgment of
something they are good at
they may not know
Write something you found
most memorable about
them

Find an opposite partner
Pick a personal you know
Tag Review the least, whom you were
least able to tag
They will be your brand
buddy
Take all of the tags off their
back

Take turns and compare
the lists of tags that you
Tag Review wrote for yourself, and
those that others wrote for
you.
Discuss how are they the
same and how are they
different.
Ask your brand buddy to
help you identify three key
phrases that are most
important and effective at
evoking “the authentic you”

Share your 3 key phrases!
Check In #3

Create Your
Brand

During the next two
Create Your weeks, you will be
Brand creating the ﬁrst draft of
your Personal Brand
Unique
Evocative
Concise
Memorable

You should:
Find a second Brand
Brand Buddy Buddy, someone who
knows you well
The pair of someone who
doesn’t know you well plus
someone who does, works
best
Share your drafts with
them

Fill out your Personal Brand
Personal Brand Worksheet:
Worksheet Use it to help inform your
thoughts, but don’t let it
limit you
Share your results with
your Brand Buddies
Reﬁne and iterate
“Perfection is the enemy of
the good”

roots: your important life
influences and beliefs

Tree of Life trunk: your life structure,
particularly those aspects that
are quite firm and fixed
branches: key relationships and
connections, directions, interests,
how you spend time
leaves: your unique information
and knowledge - and sources
thereof
buds: your ideas and hopes for
the future, and their potential
fruit: your achievements
flowers: what makes you special,
your strengths
thorns: your sharp edges

Assignments for next session
(Wed August 4th 6pm):
Assignments Update your Channel
proﬁle
Prepare to present your
new tagline & elevator
pitch
Bring your problems &
questions to class
Optionally:
update your LinkedIn &
Google proﬁles
share your worksheet or
tree of life with class

Questions?
Feedback?
ChristopherA@LifeWithAlacrity.com

Next Session: Wednesday August 4th 6pm

Online Personal Branding—Session 1 (BGIedu 2010-07-21)

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