Professional Documents
Culture Documents
The Art of
Self-Branding
http://artofselfbranding.com/ 1
SXSWi 2008
Sounds like
that Princess. source: dailymail.co.uk
http://artofselfbranding.com/ 2
SXSWi 2008
http://artofselfbranding.com/ 3
SXSWi 2008
Make your
personal brand a
success
http://artofselfbranding.com/ 4
SXSWi 2008
http://artofselfbranding.com/ 5
SXSWi 2008
Branding a
company:
many restrictions
objective
inorganic
http://artofselfbranding.com/ 6
SXSWi 2008
Branding yourself:
little to no restrictions
very subjective
organic
http://artofselfbranding.com/ 7
SXSWi 2008
http://artofselfbranding.com/ 8
SXSWi 2008
http://artofselfbranding.com/ 9
SXSWi 2008
http://artofselfbranding.com/ 10
SXSWi 2008
http://artofselfbranding.com/ 11
SXSWi 2008
http://artofselfbranding.com/ 12
SXSWi 2008
Become an
amnesiac
http://artofselfbranding.com/ 13
SXSWi 2008
http://artofselfbranding.com/ 14
SXSWi 2008
Create a brand
promise.
http://artofselfbranding.com/ 15
SXSWi 2008
http://artofselfbranding.com/ 16
SXSWi 2008
5. Relevance
Do you make sense?
http://artofselfbranding.com/ 17
SXSWi 2008
4. Creative/
Design/Brand
Identity
Does your look match?
http://artofselfbranding.com/ 18
SXSWi 2008
3. Message/
Communication
Do you talk the talk?
http://artofselfbranding.com/ 19
SXSWi 2008
2. Understanding
the Customer/
Target
Do you know who you’re talking to?
http://artofselfbranding.com/ 20
SXSWi 2008
1. Consistency
Can we expect the same quality in everything
you say/touch/do?
http://artofselfbranding.com/ 21
SXSWi 2008
http://artofselfbranding.com/ 22
SXSWi 2008
http://artofselfbranding.com/ 23
SXSWi 2008
http://artofselfbranding.com/ 24
SXSWi 2008
stats found at crunchbase.com and businessweek.com stats found at crunchbase.com and businessweek.com
businessweek: businessweek:
http://artofselfbranding.com/ 25
SXSWi 2008
5. Relevance
Do you make sense?
http://artofselfbranding.com/ 26
SXSWi 2008
Relevance through
cultural influence
social climate
economic indicators
geographical realities
technological trends
Relevance
http://artofselfbranding.com/ 27
SXSWi 2008
versus
The nice guy: The guy’s guy:
Relevance
http://artofselfbranding.com/ 28
March 2007
SXSWi 2008
4. Creative/
Design/Brand
Identity
Does your look match?
brand identity
http://artofselfbranding.com/ 33
SXSWi 2008
“People attribute
personality to products
based on their appearance
and how they interact.”
Reeves and Nass
brand identity
http://artofselfbranding.com/ 34
SXSWi 2008
versus
The nice guy: The guy’s guy:
presentation is an
cares about presentation
afterthought
brand identity
http://artofselfbranding.com/ 35
SXSWi 2008
http://artofselfbranding.com/ 36
SXSWi 2008
http://artofselfbranding.com/ 37
SXSWi 2008
3. Message/
Communication
Do you talk the talk?
message/communication
http://artofselfbranding.com/ 38
SXSWi 2008
message/communication
http://artofselfbranding.com/ 39
SXSWi 2008
versus
The nice guy: The guy’s guy:
speech and copy are separate Speech and Copy are the same
message/communication
http://artofselfbranding.com/ 40
SXSWi 2008
message/communication
http://artofselfbranding.com/ 41
SXSWi 2008
message/communication
http://artofselfbranding.com/ 42
SXSWi 2008
2. Understanding
the Customer/
Target
Do you know who you’re talking to?
understanding target
http://artofselfbranding.com/ 43
SXSWi 2008
versus
The nice guy: The guy’s guy:
understanding target
http://artofselfbranding.com/ 44
SXSWi 2008
understanding target
http://artofselfbranding.com/ 45
SXSWi 2008
http://artofselfbranding.com/ 46
SXSWi 2008
1. Consistency
Can we expect the same quality in everything
you say/touch/do?
consistency
http://artofselfbranding.com/ 47
SXSWi 2008
versus
The nice guy: The guy’s guy:
consistency
http://artofselfbranding.com/ 48
SXSWi 2008
consistency
http://artofselfbranding.com/ 49
SXSWi 2008
consistency
http://artofselfbranding.com/ 50
SXSWi 2008
2007 Interbrand
Marketers Report
consistency (36%)
understanding customer/target (18.2%)
Message/communication (14.7%)
Creative/design/brand id (12.8%)
Relevance (12.4%)
http://artofselfbranding.com/ 51
SXSWi 2008
http://artofselfbranding.com/ 52
SXSWi 2008
Questions?
www.artofselfbranding.com
http://artofselfbranding.com/ 53