1. Developing a Personal Brand

2. What is a brand? Read the branding article and be prepared to discuss the following questions: 1. What is a brand? 2. How do companies communicate their brand? 3. What is included in brand strategy? 4. What is the greatest benefit of a strong brand identity?

3. What is a brand? A promise to your customer. How do companies communicate their brand? Through the logo, packaging, promotional materials What is included in brand strategy? The how, what, where, when and to whom you plan to communicate and deliver your brand message What is the greatest benefit of a strong brand identity? Strong brand identity creates a perceived quality or emotional attachment that allows companies to charge more

4. What is a brand?  ”The name, term, design, symbol, or any other feature that identifies one seller's goods or service as distinct from those of other sellers.” (American Marketing Association )  “A promise of specific benefits, quality and value” (Dr. Barbara Kahn, Wharton School of Business)  A brand is one of the most valuable assets of a business, and it must be carefully crafted to ensure it properly represents the business, and resonates with the intended customer base.

5. What brands do you connect with?  Discuss with a classmate:  What brands do you prefer? Why?  Name at least three adjectives that describe the brand personality  Describe the benefits, quality and/or value that expect to receive from the brand – what is the brand’s promise to consumer

6. Personal Brand Whether or not you have consciously cultivated a personal brand, everyone has a personal brand.  It's just a feeling others have about you, what you do, why it matters -- and why anybody else should give a damn (Dr. Mary van de Wiel, University of Sydney)  "Find out who you are and do it on purpose." - Dolly Parton

7. Celebrity Brand Profiles Working in groups of 2-3 students, select a celebrity and develop a personal brand profile. Record your ideas and be prepared to share, support and defend your ideas.

8. Celebrity Brand Profiles  What five adjectives describe the celebrity?  Describe his/or her fan persona (target market).  What makes him/her unique or different from other celebrities?  How does he/she express that differentiation in words or actions?  Does he/she have a unique story?  What has he/she done recently to reinforce his/her personal brand?

9. Celebrity Brand Profiles Taylor Swift Kanye West Lady Gaga Barack Obama Katy Perry Donald Trump Gisele Bunchen Richard Branson Johnny Depp Gordon Ramsay Kim Kardashian Blake Shelton Howard Stern Peyton Manning Richard Sherman

10. What is your personal brand?personal brand  It’s your reputation.  It’s about bringing who you are to what you do and how you do it.  It’s about making your mark by being yourself— be authentic and be your best self.  Think of your personal brand as your calling card—your unique promise of value.  It's what you're known for and how people experience you.

11. The Personal Branding Process 1. Discover – What do you want to be known for?  Be self-aware  Ask for feedback  Be goal oriented and have a purpose 2. Communicate – Who needs to know who you are and are you reaching them in a meaningful way?  Be clear  Be visible  Grow and share expertise 3. Align - How can you reinforce your brand message in each interaction?  Be consistent  Expand your networks  Be relevant