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SXSWi 2008

The Art of
Self-Branding

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Sounds like
that Princess. source: dailymail.co.uk

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NOT ABOUT HOW:


to design your brand

To Research your brand

To tap into social branding on the web

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Make your
personal brand a
success

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Vinny Chase and


Brand Names
entourage clip

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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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Become an
amnesiac

source: © universal pictures

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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
Identity
Does your look match?

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3. Message/
Communication
Do you talk the talk?

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2. Understanding
the Customer/
Target
Do 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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The Guy’s Guy™


mint.com

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stats found at crunchbase.com and businessweek.com stats found at crunchbase.com and businessweek.com

businessweek: businessweek:

launched: nov 2006 launched: sep 2007


Crunchbase.com Crunchbase.com

total funding: $4.7M total funding: $5M


Jan 2008 Stats Jan 2008 Stats
Crunchbase.com Crunchbase.com

monthly uniques: 35K monthly uniques: 41K


businessweek businessweek

user count: 100K user count: 135K

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5. Relevance
Do you make sense?

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Relevance through
cultural influence

social climate

economic indicators

geographical realities

technological trends

Relevance

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versus
The nice guy: The guy’s guy:

blissfully unaware constant reflection

afraid of change evolves with the times

same approach varied approach

Relevance

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March 2007
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4. Creative/
Design/Brand
Identity
Does 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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versus
The nice guy: The guy’s guy:

Doesn’t Match strives to match

presentation is an
cares about presentation
afterthought

thinks its about logos knows it’s more than logos

brand identity

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3. Message/
Communication
Do 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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versus
The nice guy: The guy’s guy:

speech and copy are separate Speech and Copy are the same

communicates the way they communicates like the


think the customer wants customer

sounds forced sounds natural

message/communication

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The Nice Guy™


wesabe.com

Why join Wesabe?


Save Money,
Spend Wisely and
Reach Your Goals.

message/communication

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The Guy’s Guy™


mint.com
Why will you love mint?
You’re always up to date
You know your spending
You find real savings
We look out for you
You’re safe and secure
... and it’s free!

message/communication

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2. Understanding
the Customer/
Target
Do you know who you’re talking to?

understanding target

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versus
The nice guy: The guy’s guy:

targets to everyone has a niche

Every potential is equal targets the best type of


importance potential client
does whatever the client
Does what NEEDS To be done
tells them to

understanding target

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The Nice Guy™


wesabe.com

30 countries already served


List of features slideshow link
nowhere -- sounds like rhetoric
What banks/credit cards are used?

understanding target

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The Guy’s Guy™


mint.com

US only... for now


Benefits outlined clearly,
repeatedly, and linked
Sample banks/credit cards are
outlined and easy to find
understanding target

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1. Consistency
Can we expect the same quality in everything

you say/touch/do?

consistency

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versus
The nice guy: The guy’s guy:

all over the place consistency is key

consistency

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The Nice Guy™


wesabe.com

consistency

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The Guy’s Guy™


mint.com

consistency

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2007 Interbrand
Marketers Report
consistency (36%)
understanding customer/target (18.2%)
Message/communication (14.7%)
Creative/design/brand id (12.8%)
Relevance (12.4%)

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Persist through CRAP


Criticism
rejection
assholes
pressure

richard st. John


Secrets of success in 8 words, 3 minutes

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Questions?
www.artofselfbranding.com

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