Personal Branding_ A Blueprint for Professional Success Reading

In essence, these statements help integrate the characteristics, personality
attributes, and values that guide a person to take certain actions, make certain
statements, and support certain community measures. These principles,
behaviors, and attributes are what make a personal brand unique and
purposeful.
The list below shows vision statements that have come from professionals
working in the social media space. There are unique areas of distinctive focus in
areas of passion for each of these individuals.
Brianne Fleming
Vision statement: I coach individuals and brands on how to use the power of
content to turn ordinary customers into passionate superfans.

Jason Falls
Vision statement: I help clients utilize the power of influence to achieve goals
through mutually beneficial relationships and strategies.

Roberto Blake

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Vision statement: Creators don’t have to be starving artists. I am here to put
your passion to purpose.

Brianne focuses on integrating pop culture references into her marketing
strategies; Jason embraces the power of corporate and personal creative
strategies in influencer marketing; and Roberto is advocating for the help and
commitment to support other creatives in turning their art into sustainable and
profitable businesses that serve a purpose.

Questions to Ask

These are some of the questions to ask yourself to help you with this process:

● Who am I as an individual?
● What is my purpose in my industry?
● What are the issues, causes, and groups I want to support?
● What is my diversity and inclusion policy?
● Who are my audience members? Am I reaching and including everyone in
my community?
● What are my goals presently?
● What is my personal brand’s role, and am I best advocating for and with
my audience(s)?
● What is my leadership style?
● What is my ethical and legal philosophy (basic beliefs, values, ethics,
etc.)?
● What are my core skills and competitive advantages?
● What am I not doing that my competitors are doing?

STEP 4: CONDUCT A PERSONAL BRANDING AUDIT

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Conducting a personal branding audit is one of the most important things to do
before implementing a strategic plan for personal branding. This is a
comprehensive evaluation of all of the elements that influence the personal
brand in question.

Figure 6.2.3

Conducting audits is not uncommon in marketing, public relations, and related
communication disciplines. Conducting audits allows for evaluation of what has
been done as well as the opportunities and challenges not considered.

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Here are some of the main areas that are covered in a personal branding audit:

Outline Accomplishments

Your background outlines the major timelines of the events and key points that
have helped define who you are today. Outlining the major accomplishments,
and perhaps challenges, presents an opportunity to better understand where
you are today and how you reached this point.

What are some experiences that are unique to you? What accomplishments have
you achieved? What has worked for you in engaging with the industry? What
challenges have you faced? All of these items need to be taken into
consideration here.

Identify Characteristics

This is where you identify the characteristics of the unique brand voice and
presence you embrace. Identifying your brand voice will help with your personal
brand in the long term. Being able to identify the overall tone, personality,
image, and unique attributes that are embedded within the pieces of content
you share is key to making sure everything is consistent, aligned, and authentic
in all communication efforts.

Analyze Communication Channels Used

The efforts will be discussed in terms of the PESO Model (paid, earned, shared,
and owned). This is the part of the audit where you have to identify what

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channels of communication have been used to share items about your personal
brand. Has it always been social media? Do you have any owned media assets
like a website, blog, or newsletter? Answering these questions can help in
determining what has worked, what opportunities to take advantage of for
content creation, and what media requirements are involved.

Analyze Competitors and Your Position

This is probably one of the most important background elements to consider.
Each person is vying for the opportunity to stand out, so it is best to understand
who the competitors are in the space you are trying to solidify yourself in with
your personal brand.

By understanding where your competitors stand you are able to determine what
areas you need to address and what factors, assets, and characteristics really
define you and make you stand out from the crowd. It is important to note who
the established competitors are and who are emerging competitors. You have to
be aware of who is rising in your particular industry and market and making a
name for themselves.

Personal brands rely on attention, and attention is the most valuable currency
in society. You are not only competing with other professionals in the
marketplace with your personal brand. You are also competing with Netflix,
TikTok, NBA2k, and others. It is about looking realistically and asking yourself:
“Am I doing my best in capitalizing the attention economy with my personal
brand? Am I really going beyond what is expected and making myself stand out?
Am I my best advocate for telling my story across various channels?”

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If the answer is “yes,” that’s great! If not, then this is something that could be
a focal point for your strategies and tactics.

Analyze Current Audience(s)

An essential part of a strategic plan is figuring out how to communicate to
audiences. Understanding the underlying characteristics, motivational factors,
perceptions, communities, media and communication platforms they use, and
how audiences use each platform are just a few of the factors that come into
play.

It is important to understand who you want to talk to, who you are already
talking to, and who knows your personal brand. Like a company, you have to
identify those who are in your network and determine what they are looking for.
Are they coming to you based on your personality? The insights you are sharing
that they value? Or for entertainment?

Identify these individuals with key characteristics and the current state of their
relationship with you and your personal brand. These individuals can help you
by identifying what they are expecting from you but also can be advocates and
ambassadors for your personal brand with others in your community and
beyond. Having strong relationships with your community and network is crucial
for the personal branding process.

Evaluate Current Personal Branding Assets

Understanding what you have created already as part of your content strategy
for your personal brand is a key part of the audit. This will help as you
strategize what content needs to be shared in which channel and what

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messages need to go along with the content in the later part of the strategic
plan.

Before brainstorming ideas on creative ways to disseminate these pieces of
content, first evaluate what you have so far and how effective those assets have
been. If you have no assets that are tied to your personal brand and you are
starting with a clean slate, you have lots of opportunities to grow and create
your personal brand.

If you do not have much at the moment, there are still opportunities to
consider. However, most likely, you will have some assets but may not be aware
of them and how they are categorized. Consider having a detailed biography,
certifications and attendance at professional workshops, publications and
presentations, projects, volunteer work, associations and affiliations, and
speaking videos.

STEP 5: PERFORM A SWOT ANALYSIS

Four main categories are involved in a SWOT analysis: strengths, weaknesses,
opportunities, and threats. A SWOT analysis can be used to explore and identify
solutions to problems, take advantage of new opportunities and ventures,
decide which steps to take to help rejuvenate a personal brand, or brainstorm
new ways of engaging. All four aspects of SWOT are important, but make sure
to form bridges between these components strategically.

A SWOT can easily be conducted for a person the same way it can be for a
corporation, nonprofit, or other business entity.

Strengths

Outline in detail the strengths we observe in our current practices.

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Weaknesses

Weaknesses are the practices that hinder or challenge your ability to accomplish
your objectives. Sometimes weaknesses are the complete opposite of strengths.

Opportunities

An opportunity is a set of ideas or circumstances that are external. When you
take note of such opportunities, you may try new approaches and behaviors.
This part of our SWOT analysis also presents a list of creative ideas to
jump-start brainstorming and new initiatives.

Threats

Threats, which arise from negative events and experiences, represent a classic
external factor. For example, competitors could attack or activists could go
against you.

Here is a video outlining how to perform a SWOT analysis:

How to Perform a SWOT Analysis

Overall

The important factor is creating a complete picture of where your personal
brand has been, the key findings from your personal branding audit, and the
gaps or opportunities for your personal brand.

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STEP 6: CONDUCT A SITUATIONAL ANALYSIS

The situational analysis will help you organize all of the insights and research
you have collected so far, setting up the overall picture of what is going on for a
personal brand.

In this analysis, combine the findings and takeaways discovered from research,
your personal branding overview, and your SWOT analysis. This thorough
approach plays a significant role in determining what is next in your strategic
plan.

STEP 7: DETERMINE GOALS, OBJECTIVES, STRATEGIES, AND TACTICS

Goals

Once you identify the main areas to address based on your situational analysis,
you are prepared to offer a broad statement that captures the overall focus of
your personal brand. This statement, which should be in the form of a single
sentence, is the goal statement. It is to set objectives that clearly state what
you plan to accomplish.

Objectives

Recognize that creating good objectives is probably one of the toughest things
to do when constructing a personal brand strategic plan. All objectives must
fulfill certain criteria to be effective. These criteria are referred to as the
SMART criteria. Using the SMART criteria is an established way to categorize
effective objectives into five categories: specific, manageable, achievable,

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realistic, and time-specific. (Chapter 10 includes content on using SMART
criteria for personal branding objectives.)

You need to determine the key performance indicators (otherwise known as
KPIs) to see what you did that worked and what areas need to be improved on
for next time. Setting objectives of a personal brand should be handled the
same as for a corporate or brand account.

Sample KPIs to consider include:

● Cognition (Example: brand awareness for personal brand)
● Affective (Example: positive sentiment toward content, messaging, and
ideas shared, etc.)
● Conative (Example: actions taken based on what was shared, like signing
up for a newsletter, following on social media, etc.)

Here’s a great Expert Session featuring Sam Hirbod of HubSpot on how to set up
goals and objectives.

Strategies

Strategy is obviously the heart of a strategic plan. However, you can have the
best ideas but without proper execution of your strategies, nothing is gained.

Hubspot explains here what a strategy is, and how it is integrated as a key
component for strategic plans for brands, organizations, and individuals:

What Is Strategy, Why It's More Than a To-Do List?

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Tactics

Tactics are the tools and applications that you will use to accomplish your
objectives and fulfill your strategies. Tactics are the nuts and bolts of your
personal branding plan. For example, using a branded hashtag for a personal
brand that is tactical and helps accomplish the overall goal of being
distinguished in the industry.

Example

Let’s have an example of how a personal brand can utilize attention to drive
interest and actions to achieve certain goals. In July 2021, actor Ryan Reynolds
and his football team Wrexham FC announced their partnership with TikTok and
Aviation Gin as key sponsors for the team.

The overall strategy was to create excitement and engagement about the news
while implementing several tactics to draw attention, media coverage, and
customer demand:

● Ryan Reynolds officially joins TikTok
● A press release is released by the team
● The news of the new home jersey for Wrexham FC featuring TikTok was
announced on Ryan’s social media channels
● Media outlets such as Adweek, Fast Company, and more cover the news
● Influencers share thoughts and generate word-of-mouth about the jerseys
on social media

The goal was to generate interest, awareness, and, ultimately, sales for the
jerseys. The jerseys sold out immediately, and the media coverage was
prominent across media markets around the world. In this circumstance, Ryan

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and his team creatively aligned themselves with a brand, formulated creative
content to get the news out, and generated unique and memorable experiences
for others to enjoy in the process.

STEP 8: EVALUATE

You have to evaluate whether or not you have accomplished what you have set
out to do based on your personal brand strategic plan.

Setting up measurable objectives that will be evaluated will keep yourself
accountable on what needs to be done for the future but also shows if,
realistically, our ideas, strategies, messaging, and tactics worked.

There is always, always room for a personal brand to grow. Campaigns and
strategic plans should be updated on a regular basis. It is important to identify
what has worked, what has not, and what to do in the future. Conclude your
strategic plan with a summary of your findings and recommended next steps for
the next campaign or strategic planning initiative you want to embark on for
your personal brand. This is an opportunity to provide additional
recommendations and note suggestions for the future. This section allows the
personal brand strategic plan to come full circle while also providing a stepping
stone of what to prepare for next.

SECTION 3

Summary

The strategic plan is essential to have when creating, rejuvenating, or restoring a
personal brand. As a personal brand evolves, it is good to determine which areas
need to be revisited and evaluated for further discussion. These can change over

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time, and a strategic plan does take a lot of effort to create, maintain, and
execute. However, if done properly, it can help open up a wave of opportunities
that can be very beneficial for a personal brand.

Glossary

affective: a sample key performance indicator that could be used in determining
the effectiveness of a personal brand’s objective(s); for example, positive
sentiment toward content, messaging, and ideas shared, etc.

cognition: a sample key performance indicator that could be used in determining
the effectiveness of a personal brand’s objective(s); for example, brand awareness

conative: a sample key performance indicator that could be used in determining
the effectiveness of a personal brand’s objective(s); for example, actions taken
based on what was shared, like signing up for a newsletter, following on social
media, etc.

key performance indicator (KPI): metrics that are associated with evaluation, and
are items that gauge success for specific objectives; these are set forth ahead of
any plan or campaign to measure to determine whether or not these have been
achieved

personal brand communication analysis: the process of evaluating all of the
materials and assets presented and published on you with your personal brand to
see if there are any emerging themes that arise from the content, articles, etc.

personal branding audit: a comprehensive evaluation of all of the elements that
influence the personal brand in question

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vision statement: wording that provides an overall view of the purpose your
personal brand has for your community, industry, and for society

Assignments

Identify the Benefits of a Strategic Plan Assignment

In a 1-2 page essay, identify the benefits of having a strategic plan for a
personal brand. Highlight what strategic plans are able to bring to personal
brands.

Personal Brand Iceberg Image Assignment

Many times, a personal brand is considered for what is above the surface,
without the realization that a lot happens under the surface that takes energy,
time, and dedication with a dash of persistence. Using an image featuring an
iceberg that shows both what can be seen above and below the water, identify:

● Above the surface: The elements showcased publicly for everyone to see
● Under the surface: The elements that happen “beneath the surface” —
what others do not see — in order to create and execute a personal brand.

Here is a link to an image that you can download for completing this
assignment:

https://unsplash.com/photos/E2nrh-aTkC8

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Project

Create a Strategic Plan for Your Personal Brand Project

For this project, you will apply the framework as shown in the chapter to create
your own strategic plan for your personal brand.

In a three-page, single-spaced report (created in either Word, InDesign, or Canva),
outline the following sections to create your own strategic plan:

● Research
● SWOT Analysis

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● Situational Analysis
● Goals, Objectives, Strategies and Tactics
● Evaluation
● Future Recommendations

EXPERT SESSION

How to Set SMART Goals

Speaker: Sam Hirbod, inbound specialist at Hubspot

Duration: 24 mins., 14 seconds

Summary: Sam walks through the steps necessary to set SMART goals.

How to Set SMART Goals - Sam Hirbod

Chapter 7: Science and Art of Networking

Learning Objectives

● Explain the nature of research and science in personal branding
● Evaluate the creative aspects of personal branding
● Determine the importance of networking in personal branding

SECTION 1

Introduction

Many times, people consider personal branding as just an element of digital and
social media, when, in fact, there is a science and an art to personal branding.

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Personal branding incorporates the research and theoretically driven work to
explore networks, relationships, and how individuals respond and react to
various messages and information online. Understanding the foundation of why
people behave as they do, share stories and content, and share information
publicly and privately provides professionals (ex. researchers, social scientists,
consultants, etc.) with a sound view of why certain things occur.

Also important is exploring the creative possibilities for these insights, turning
them into actionable steps and strategies.
Bridging these — the research and theoretically driven work as well as the
creative — in a way that is both integrated and comprehensive is one of the
most important accomplishments of a social media professional.

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Figure 7.1.1

Like digital and social media marketing, personal branding brings together the
art and science of formulating a strong and sustainable brand. As Brian Wallace
of Nowsourcing notes in this “The Art and Science behind Personal Branding
Online” infographic, there are elements to consider when evaluating a personal
brand.

It is important to understand that there is not one side of the coin when it
comes to approaching personal branding effectively. You need to have data to
provide insights on where you stand, which means you have to utilize research
methods, data insights, and analytics to inform what you are doing and where
you need to go. You also need to be creative, strategic, and innovative in our
approaches as you explore how and why you implement these insights and
explore new ways to build your brand.

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This balanced approach for personal branding not only helps create a unique
brand but also can serve as a great way to network and bring together new
connections and community members to amplify and enhance your personal
brand.

SECTION 2

The Science of Networking

You need to have a clear knowledge and understanding of how to collect,
analyze, and report insights that tie back to relevant questions and approaches
of personal branding. As with professional clients or campaigns, you have to
take on the approach that your own personal brand is the client and you are to
gather recommendations, insights, and data findings to help answer questions.

Researching

Research can be the foundation for the overall initiatives that help foster a
strong and sustainable personal brand. Without research, you will not be able to
determine where you need to go, what you need to do, or where your
community is going in respect to information on your incorporated channels.

If you are just starting out, research can help you determine what your story
and personal brand will be, according to the article “Mastering The
Uncomfortable Art of Personal Branding.”

METHODS

There are many traditional methods for research (qualitative and quantitative)
that could be used for researching a personal brand.

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Qualitative and Quantitative Research
Qualitative research methods, which uncover the how and why of elements that
are happening, focus on exploring deeper questions that will help uncover
insights about a personal brand. These methods include in-depth interviews,
focus groups, and observation studies.
Quantitative research, however, focuses on more objective areas and being able
to project how certain concepts and variables will act in controlled settings.
Quantitative research methods include experiments, surveys, and
questionnaires.
With that being said, for most personal branding research, professionals need a
mixed method approach, using a combination of methods to explore personal
branding questions. A professional will, along with the traditional methods for a
personal brand, utilize social media analyses and insights along with the
traditional methods to best uncover conversations, communities, and profile
insights (follower count, community, engagement, influence, etc.) that will be
important to note and report.

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Figure 7.2.1

Taking Notes on Others’ Perspectives

Taking notes on others’ perspectives — whether during informal or formal
research — will help you see what your story is, how you are perceived as a
person and professional, and additional insights that are tied to your personal
brand. All of this will help you tell your story. In addition, taking notes on
others’ perspectives will help you gather data that can be used to formulate
and execute a strategy for your personal brand story.

Listening and Monitoring

Like in social and digital marketing, you have to embrace both listening and
monitoring best practices. Listening focuses on learning and exploring new

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trends that are emerging in real time online, whereas monitoring focuses on
evaluating consistent items (ex. mentions, trends, activities) over time for a
personal brand.

Listening and monitoring can help you be aware of what’s happening online that
could affect your personal brand and be able to recognize unique opportunities
and connections to take advantage of.

Owning Your Own Story

Owning your own story for your personal brand is one strategy and perspective
Gary Vaynerchuk, entrepreneur and owner of VaynerX, stresses when it comes
to personal branding. He addresses this in one of his #AskGaryVee show
episodes:

#AskGaryVee Episode 34: How to Build a Personal Brand from Nothing

UTILIZING RESEARCH

Research can bring together new opportunities, ideas, perspectives, and
insights, and data is available on every channel and step of personal branding.
Research, in many ways, can serve as a catalyst for new approaches for personal
branding.

Research can help you:

● Determine where you are in the industry and what your community and
industry professionals feel about your brand, which can provide ideas for new
initiatives and ways to engage with your community
● Understand new industry trends that align with your brand values and
pillars

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● Analyze your core audiences and which pieces of content they engage with
the most
● Build a strong case for partnership with a brand that interacts with your
community and is aligned with your brand values

Connection to data and insights helps the argument for incredible opportunities
for a personal brand.

SECTION 3

The Art of Networking

Personal branding is indeed an art that takes time, energy, and creativity to
build. The following TEDx video discusses this and items that need to be taken
into consideration.

The Art of Self-Promotion | Lizz Smoak | TEDxWestBrowardHigh

Incorporating Creativity

Creativity is a core, fundamental component that makes one personal brand
stand out from others. Without creativity, all that is there is a brand that is
based on research yet without any unique and engaging features to add to the
conversation. Without creativity, there is no excitement, enthusiasm, or
momentum that helps spark a conversation or advocacy for a personal brand.

Any person can say they have a personal brand and have insights to bring to the
world, but if there is no spark — no unique element that shows this brand is
different from any other brand that has been seen in the industry — it is all for
nothing.

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A personal brand needs to offer insights, ideas, and perspectives that make a
memorable, and relatable, impression on a community. Attention is the name of
the game for social and digital marketing, and where research can provide what
gets people’s attention, it’s creativity that packages these insights into a
memorable experience for a personal brand.

There is a lot of noise out there, and being creative and memorable helps slice
through the noise.

Becoming Known

As Mark Schaefer, author of “Known,” points out, it is not just about being
famous or the next TikTok / YouTube sensation, it is about gaining the respect,
presence, reputation, and authority on a subject that allows people to listen,
engage, and value your input on a given topic.

Watch Mark Schaefer in this short video clip address “becoming known”:

Keynote speaker Mark Schaefer and his book KNOWN

Providing Value

Everyone has the opportunity to provide value to their community. For example,
if a professional is interested in finding insights related to specific topics, that
person can become the person who is a topic expert.

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Higher education and social media professional Alexa Heinrech is passionate
about making sure all content on social media is accessible, especially when it
comes to brands providing captions for videos. She brought up a case in this
Adweek article, and as a result, Taco Bell reshared a video with their CEO — this
time with captions.

Being a Resource

Matt Navarra is active in building communities such as his Social Geekout
community that provides for people to connect with others. But he also has a
free newsletter wherein he shares stories, news, trends, and other items that
are relevant and valued by audiences.

Having a Focus

Entrepreneur Goldie Chan says that people are either too focused or not
focused enough when it comes to their overall personal brand. She says they
need to have a strong position and areas of interests that are focused and
aligned with the brand values embraced.

Creating Engaging and Entertaining Content

One of the best things that can be done is to create content that resonates with
audiences on a designated platform for a specific purpose. Whether it is to
provide entertainment (Rosanna Pansino), experiences (Star Wars),
entertainment (Shonduras), or even to provide tips for DIY hacks (TikTok is full
of these examples), the content that is created is what drives audiences to
remember, but most importantly, to spend their time and attention to consume
and ultimately share your content with others — resulting in more exposure and
awareness for your brand.

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Being an Effective Storyteller

Everyone has a unique story to share. The worst thing to do is to try to tell a
story just like someone else’s. That will not be authentic to your brand. Plus,
stories that are not executed correctly will be lost in the mix. You could have
the best visual effects and videographer out there, but if the execution of your
story is not there, it is a waste of time.

The best person to share your story according to what best represents your
personality, persona, and vision is you. All successful social media brands,
companies, and professionals spend a lot of time and energy sharing their
stories in a creative and unique way.

Successful stories are able to connect and resonate with audiences on a
personal level to drive them to feel a specific emotion based on what they have
seen from you. Whether via a video or post, you will make a strong connection
if you tap into the emotions of an audience member. Once this connection is
made, a memorable experience is added to the story, and this allows the
receiver to consider what actions to take.

Users may just view a piece of content, but they may also be compelled to
share it with their network for others to see and experience as well.

SECTION 4

Networking with a Personal Brand

One element not really addressed in personal branding is the art and science of
networking. There is a saying that goes, “What you know is not as important as
who knows you and what you can offer.” This is key for professionals to
understand. You can have all of the expertise in the world, but if others do not

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know who you are, you may miss the opportunity to grow your personal brand
even further.

Figure 7.4.1

Networking is about connecting with individuals who have the same interests,
goals, and aspirations as you do in your respective field. This means you are
connecting with the person — not their job, rank, reputation, and position —
based on your authentic interest in how they got to where they are in the
industry. Networking does not mean sending out mass invites on LinkedIn to
high-profile individuals to create the illusion you are connected with them in
order to impress others. People are able to smell this move a mile away, and it
will not make points for you.
Networking is also a great way to connect with others outside of your area. By
meeting with others outside of your field, you are able to get:

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● Diverse experiences and perspectives you may have not thought of
previously
● Connections with others who may eventually be in your field as an ally
● Exposure to new ideas and insights from others for your industry
● Opportunities to become a more well-rounded professional in your field

Networking, in many ways, is like a dance. You have to give and take in order to
gain trust, respect, and connections to formulate a strong and sustainable
professional relationship. People are not going to drop everything and help you
when they first meet you. You have to prove to them that you are authentic and
willing to help them as well. That’s why it is called creating a
mutually-beneficial relationship.

Considerations

Here are some important considerations about networking:

● Networking is not just for the elite. It is for everyone who is willing to take
the time to invest and grow their community.
● Your network is your personal brand’s net worth. Who you associate with
often defines a personal brand.
● Networking is not just about asking for connections; it involves giving
others the opportunity to be part of your community and for you to mentor
others.
● People want to get to know you and where you are going, not just what
you have done up to this very moment.

Integrating Creativity and Research

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Following are ways to integrate creativity and research into networking:

● Determine who is influencing the contacts you want to network with. See
who they interact with, what they are passionate about, and what they look for
in terms of help and assistance. Ability to help or provide value can be a
gateway to establishing a strong connection.
● Be generous with your time and resources. Lead with generosity in
providing value, showing you are willing to share ideas and resources. Some
people may not thank you for this — but that will allow you to move on from the
relationship. Most of the time, though, they will be grateful and willing to help
you as a “thank you.”
● Read the room for reaching out and starting a conversation. Be empathic,
and make sure that when you do network you do so during a time that works for
the other person. If they are talking about a big deadline or project they have
to finish, reaching out to them the night before may not be a good idea. Be
aware of this and note that any conversation and connection does not have to
happen immediately. Wait for the right time to reach out.
● Don’t go for the hard sell. Everyone can read when someone wants an
opportunity or community connection based on another’s job, position, or
connections. No one wants to be used that way.

SECTION 5

Best Practices

There are many best practices for tying the science and art of personal branding to
networking:

Data Is Your Field; Use It

Use the insights you gather from your designated platforms to help you determine
what is working, what is not, and where you need to go further. This needs to be

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embraced and consistently integrated as platforms, communities, and expectations
for your personal brand continue to grow and evolve.

Embrace Research and Creativity Together

In order to be the most effective in creating and executing your personal brand,
embrace research and creativity together. Each informs and helps the other in
many ways. Research can be creative, and creativity can be systematic and
organized.

Creatively Showcase Who You Are

Do not be like everyone else. Be natural, and figure out which creative outlet —
video, audio, written, and more — is the best way to showcase who you are. Being
creative does not mean you have to be a graphic artist. It means taking a new
approach and view and being able to execute in a new manner.

Don’t Be Afraid of Failing

If a creative idea fails, do not worry. Not every piece of content you share that is
tied to your personal brand is going to be a success. It takes time, energy, and
persistence to make it grow. Be aware of what worked and what didn’t, and learn
from the experience. This may just mean more research needs to be done to
determine what is missing and what needs to be addressed.

Don’t Be Afraid of Not Getting an Answer

Networking and putting yourself out there is difficult. Rejection or being ignored is
also hard. Do not let this stop your networking. There will be people you will want
to connect with in the industry who will not give you the time of day. That’s on
them — but you have to take the initiative to reach out to see if they will respond.
Besides, what is the worst that can happen? Sure, they will not respond to your
messages and ideas. However, what is the “best” thing that can happen? They will

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respond, and that’s just the beginning. They could be able to help you with your
current “ask” or even do so down the road. They could connect you with others
who perhaps could help you even more in your goals and career. Also, the best
thing that ultimately happens is that you meet a connection that could turn into a
mentor and friend.

Each networking experience, exchange, and conversation will teach you what
works, what does not, and what to do in the future. It’s all part of the growing and
learning experience. However, this does not happen if you do not take the
initiative and be persistent in reaching out. Networking and prized connections do
not fall into your lap with no effort. That’s not how it works in the real world. You
have to earn every connection, contact, and opportunity.

Glossary

qualitative research: uncovers the how and why of elements that are happening;
focuses on exploring deeper questions

quantitative research: focuses on more objective areas and being able to project
how certain concepts and variables will act in controlled settings

Assignments

Benefits of Networking Assignment

You are to create a TikTok video highlighting the benefits of networking. What are
the main concepts you would want your colleagues and friends to know about
networking for a personal brand?

Be creative and have fun with this!

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“Is Networking a Science or an Art?” Assignment

You are to take one side: is networking a personal brand a science or an art? Then,
complete the following:

1. Write your position and argument in a one-page statement

2. Prepare a one-minute video outlining the main points to your position

For both the written and video components of this assignment, use references,
evidence, and examples to support your position.

Project

Networking Project

For this project, you are to identify three professionals with whom you would like
to network.

Consider why you are selecting these individuals and conduct research to more
fully know who they are. Also, identify how you will go about contacting and
networking with them.

Then, prepare questions to ask the professionals about personal branding and their
industries. (Each individual could be part of the same industry.)

Next, reach out to each to see if they would be interested in participating in a
virtual chat about personal branding and their industries.

Following your conversations with these individuals, send a thank-you note to
each.

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WHAT TO SUBMIT

At the conclusion of your project, you are to hand in a report / portfolio that
presents the following:

1. The three professionals you selected

2. The rationale for why you chose these individuals

3. Strategies for reaching out to and networking with the individuals

4. The prepared questions to ask the professionals about personal branding and
their

industries

5. The messages you sent to the individuals to see if they would be interested in
participating in a virtual chat

6. Notes on your conversations with the individuals

7. A template of the thank-you notes for the individuals

8. Documentation of your journey in fulfilling the step above, including lessons you
have learned in the experience in networking

9. Three takeaways from the experience

10. The next steps you will take to continue networking with your personal brand

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Chapter 8: Relationships and Brand Partnerships

Learning Objectives

● Explain the importance of relationships and relationship management
● Define relationship management
● Explain the important characteristics of relationships for personal brands
● Identify best practices related to building brand partnerships

SECTION 1

Introduction

Professionals need to invest in relationships as much as in their areas of
expertise, brand pillars, and in finessing their brand voice.

Yet, many people make excuses about why they do not take time to invest in
beneficial relationships within their communities and with brands. Why is this
the case? Because people think it takes a long time to invest in relationships and
network with the right people.

In truth, relationships have more power than anything else for individuals who
want to create opportunities and set themselves apart in an industry.

There are many benefits and opportunities for professionals who take the time
to invest in their relationships. Strong relationships with the right people can
afford an extra personal touch and distinction for you that separates you from
other possible candidates.

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If, for example, a business owner or brand wants to partner with an influencer
on a campaign, they will more likely be able to partner with an influencer or
creator that has been part of their community that they know rather than an
unknown entity entirely. A non-profit will want to do work with a consultant
they know and that is invested in their well-being rather than a consultant that
only focuses on what the benefits can be to them only.

Understanding the win-win situation as discussed earlier in this chapter is
essential. Relationships, again, are not one-sided.

Author and TedX speaker Rob Brown explains how relationships can help
personal brands stand out from the crowd.

The Personal Brand of You | Rob Brown | TEDxUoN

The ultimate goal of relationships is to create a win-win situation for all parties.
A relationship should not be one-sided, but it should be fruitful and sustainable
over a long period of time.

This chapter explores what relationships can do and how they can foster new
opportunities.

SECTION 2

Relationships and Relationship Management

An often overlooked element of establishing a personal brand is the importance
of relationships. If you do not take the time to build relationships within your
community, industry, and with other partners outside of your industry, your
personal brand will be as good as a worthless piece of paper.

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Relationships are not stable connections and nor are they consistently either
positive or negative — they are dynamic, ever-changing, and take time and
resources to nurture and invest in for the long-term. Relationships range from
personal to emotional to cultural, and are as much a feature of online
communities as traditional ones.

Figure 8.2.1

Relationship Management

Relationship management is a strategy that allows individuals to focus on their
connections with audiences, especially on the strategic communications
between client organizations and key publics. Relationship management is
behind all professional practices, guiding choices individuals make when
conducting research, seeking new opportunities for business, or carrying out
campaigns.

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The history of a relationship affects how audiences interpret current events or
interactions, both in online and offline formats. With that being said,
authenticity and transparency are more valuable than ever before, and this goes
for the relationship that audiences want to have with organizations and brands,
as well as the type of content and experiences they are craving. In other words,
there will be a stronger emotional connection and preference for the audience
member for the person and their personal brand.

MAKE THE FIRST MOVE

A key point to remember when it comes to relationships and personal brands is
that if you want to have relationships, you may need to make the first move.
Relationships are not going to fall out of the sky into your lap. Relationships are
earned, and they are earned over time through investing in conversation,
providing value to the other persons or parties, and by being present.

REACH OUT TO SOMEONE IN THE INDUSTRY

If you want to create a community, reach out to someone in the industry.
Connect with others on social media through a Twitter chat or adding yourself
to a Clubhouse room. Talk with others in the industry and see to whom they
would recommend you reach out. Taking initiative in starting a relationship with
a person or brand can be intimidating and overwhelming. But what is the worst
that can happen? They do not respond. What’s the best thing that can happen?
They respond and you make new connection, colleague, and even friend.

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Figure 8.2.2

EMPATHIZE AND INVEST

Empathy and knowing that relationships take time are also key. There are many
times where people want a relationship, opportunity, or exclusive partnership
today — but that’s not going to happen. You have to invest in the relationship
and not go for the hard sell when it comes to networking.

The hard sell approach to networking focuses on asking the “big ask.” The “big
ask” is usually a request that is higher than anticipated by the person on the
receiving end based on the status of the current relationship. There are various
examples of 'big asks,' but they are usually for an internship, an interview, or
getting connected to create the illusion you are well connected. People today
can read through that very quickly. Asking the “big ask” immediately after
meeting or even as the very first thing you say when you meet someone will not
go over that well.

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Audiences, especially those in high-profile positions and with brands of
authority, understand that some people just want to use their connections to
make opportunities. The ultimate goal for a relationship is to foster a mutual
understanding but also appreciate the journey in which the person has met to
get to where they're at.

Taking the time to get to know someone beyond their position or role within a
brand, organization, or industry shows a lot about the character and overall
person you are in the community. This is the soft sell approach, which focuses
on building relationships, having conversations that do not focus on the big ask
or asking someone to give a favor or to do something on behalf of your own
personal interest. The soft-sell approach takes time and is built on trust and
consistency and evidence you are someone you would want to maintain a good
relationship with for the future. Most of the time, people in an industry,
whether marketing, public relations, or other communication disciplines, seem
to forget this.

They are playing the short game when it comes to fostering opportunities for
their own personal brand. They are only thinking about making a win today, but
not one five years down the line. It is essential to be successful with your
personal brand to Saint for the long-term. Invest in conversations, invest in
opportunities that will be fruitful for future endeavors and not just for today.

MAKE AN IMPACT

Making an impact does not mean having self-serving agenda items that will only
benefit your personal brand. What this means is understanding the overall

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impact you have on others and being able to utilize your personal brand and
what you stand for.

You never know who will be watching the work you do to help others, and this
work may be more important than the contributions you make in the industry.
Essentially, you want to be able to do good work and help others when you do
not think anyone's watching. Your personal brand in many ways is what people
say about you when you are not around.

Attracting Others

What are some ways you can attract people who want to establish a relationship
with you? There are many different ways this can happen:

HAVE A PERSONAL TOUCH

A personal brand needs to have a personal touch in all aspects, especially in
relationships. First and foremost, you want to make sure all of your channels
have a personal touch. What does this exactly mean? It is very easy to create an
aesthetic that is cold and impersonal. No one wants to interact with an
automated robot or chatbot for a professional on social media. People want to
interact with other people — aka humans!

For example, a profile on Instagram that focuses only on promoting one's
accomplishments without sharing a little bit of one’s personal interests in life
can be viewed as one not being real, or even worse, not authentic. People are
bombarded with brand messages across the board, but what makes a person
stand out is being able to showcase their human side in order to strike up a
conversation based on personal interest or on other aspects that may attract
people in a community.

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BE GENUINE AND TRUTHFUL ABOUT WHO YOU ARE

One of the big things to keep in mind when it comes to relationships is that you
also have to make sure that you are honest and genuine based on who you are,
your values, and in making sure you are committed to fostering strong
relationships.
People do not like being played into thinking you are investing in a relationship
and then you ghost them (disappear and leave people in the dust without any
notice) or that you prove fake. Be yourself and acknowledge that you have the
ability to create opportunities for yourself. You have to be your best first
person, but you also have to be true to who you are. This basically means that
you do not act one way online only to have someone meet you in person and see
a complete difference in how you interact and in how you approach yourself.
Acting one way online and another in person is not being genuine or authentic
to who you are. No one else can be you more than yourself.

Figure 8.2.3

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RESEARCH YOUR COMMUNITY AND DETERMINE THEIR NEEDS

Determine what your audience expects but also what they do not expect to
have at a particular time. Doing this can spark creative strategies and make
memorable connections for your audience members. Plus, you will be providing
value to others in a time where such is extremely lacking in the industry. Not
many people are willing to share their resources, ideas, and perspectives to
help others. Many people in the industry are very much focused on actions that
benefit themselves, and themselves only.

ALWAYS OVER DELIVER

When you think you have done enough, push ahead and give a bit more to your
audiences. Generosity is always appreciated, and to make an experience iconic
and memorable, it has to be special. Exceeding expectations and focusing on
the quality and uniqueness of the audience experiences that you have created
can foster an even stronger relationship with customers.

BE CONSISTENT AND FREQUENT WITH YOUR PRESENCE AND INTERACTIONS

Consistency and frequency are absolutely key to fostering strong relationships.
If you want to establish a relationship with a potential future employer,
someone else, or even with a brand, be consistent and frequent with your
presence and interactions.

This does not mean you tweet someone every 5 minutes or send a DM every
hour on the hour. What this means is you have to be empathetic to the overall
environment and state of the relationship. You have to be able to determine
when is the most appropriate time to reach out to someone and when it is time
to take it to the next level.

SECTION 3

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Brand Partnerships and Personal Brands

It’s not only who knows you, but those who are willing to partner with you on
possible collaborations and campaigns.

But partnerships are not just for the mega influencers and celebrity TikTok stars to
take advantage of. With the right relationships, brand voice, and personal brand,
opportunities can come to life for any person willing to invest in the time, energy,
and commitment to make such happen.

In many ways, brand partnerships provide opportunities for you to actually build
your own brand empire. A personal brand not only encompasses your own interest
levels of expertise and experience, but it also involves the partnerships that you
make with others.

Partnerships come in various forms. A person can partner with brands they believe
in based on the products and services the brands offer, or they can partner with
organizations that work in the same area the individual is interested in or
passionate about. The ultimate connection between a brand and an individual with
a personal brand creates a win-win situation.

Relationships

Relationship management in many ways is one of the key aspects that makes brand
partnerships happen for personal brands. Relationships are based on consistent
interactions and actions taken not just one time, but every single day.

When you are engaging in relationships with brands and other possible audience
members, you have to constantly think about your overall brand purpose, values,

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and mission. The actions you take should have your values as the undercurrent
because this will become how people will perceive you.

If your values and actions are aligned, you will be successful in establishing
proactive and sustainable relationships with others. However, actions or values not
connected with each other creates reputation dissonance, which is the biggest
reason brands pass on one person and instead go after someone who is authentic
and true to who they are.

Alignment of Values and Interests

It is essential that both parties in a brand partnership are aligned with the same
brand values and interests. For example, if you were not a coffee drinker, it would
not make sense for you to sponsor Keurig’s latest coffee line. There would be a
disconnect.

Essentially, the ultimate goal is to partner with organizations, nonprofits, and / or
brands that align with the brand values and pillars you have set forth in your
analysis for your personal brand.

It would make sense if you are interested in social media technology, for example,
that you would work and partner with Facebook, Twitter, or TikTok. If you are
interested in horse racing, partnering with the Kentucky Derby or Churchill Downs
for one of the biggest horse racing events of the year is a perfect alignment. If you
are a major sneakerhead, it would make sense for Nike or Adidas to reach out to
you depending on which brand you prefer.

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Steps for Formulating Brand Partnerships

Put yourself in the position of the brand. How would they evaluate your personal
brand?

How do you determine if you are someone a brand wants to potentially partner
with based on your personal brand? Here are a few questions to ask yourself:

● Do you share perspectives of people beyond your network?
● Do you respect people based on who they are rather than on their positions
or place in the industry?
● Do you take the time to share resources, ideas, and insights with others
openly and without an agenda?
● Do you take the time to listen to others and what they are sharing, or are you
focused on your own voice and microphone on the stage?
● Do you mentor and uplift others and support their work off- and online
consistently?
● Do you take actions to open doors for others to get into the field, or are you
focused primarily on your success?

If you are someone who has been consistent in giving back, providing value, and
being a positive voice to others and your community, you have nothing to worry
about. However, if you are someone that has been self-centered and the biggest
advocate for your own personal brand without acknowledgment toward others,
consider making adjustments for future endeavours.

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Keep in mind your personal brand is not the only thing that will be under the
microscope. Your personal brand is not just about you; it is also about the people
that you surround yourself with. As stated, your network is your personal brand’s
net worth. That means every exchange with a career associate and public
engagement is for everyone to see, especially communication on Twitter,
Instagram, and other social media platforms. Don’t just tell a brand that your
personal brand is influential; show that you make a difference in your community
and that you would be a valued partner.

STEP 1: SOLIDIFY YOUR “WHY”

There are few questions to ask yourself before approaching a brand. First and
foremost, you need to be able to connect your “why.” Why are you engaging with
this particular brand?

● Are you a fan?
● Do you use their products or services?
● Do you actively talk about them on the various channels you use for your
personal brand?
● Are you passionate about what they are doing beyond the scope of their
products and services?
● Are the issues and campaigns they have implemented part of your brand
pillars?

All of these questions have to be answered before even approaching a possible
brand partnership. You want to be able to determine which brands are in your
scope and wheelhouse based on your own personal characteristics, actually is,
brand values, and other aspects of your personal brand. Make a list of all of the
possible brands that may fit into this grouping. And that leads to the next step,
“Research.”

STEP 2: RESEARCH

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This step is important in determining which brand to fully invest in and which to
perhaps invest in later. Through your research, you want to see if the brands have
partnered with anyone else who shares the same similar interest, passion areas,
and commitment to the industry as you have. Looking at what the brands’ values
are and which ones align with yours is key. If they are aligned, great! If they are
not, it is time to move on.

STEP 3: IDENTIFY CHALLENGES AND OPPORTUNITIES

The next step is to identify through a situational analysis the challenges and
opportunities a partnership could bring. For example, ask yourself if it is
worthwhile to partner with a brand that has been involved in several crises over
the last couple of years as a brand that has negative perceptions toward it could
negatively impact your own personal brand.

As for opportunities, this is where you get to be creative and identify possible ways
to create a win-win situation with these brands. Examples include a new
campaign, a co-branding experience on and offline, a new opportunity to reach a
new audience through webinars and other community efforts, or exclusives that
you can share with your community.

STEP 4: IDENTIFY THE BRANDS FOR YOUR NEXT MOVE

Next, you will want to identify the five to 10 brands best aligned with your
personal brand and determine the unique opportunities you could provide them in
a partnership. These opportunities could be anything from a creator takeover, a
consulting project, or even being part of an ambassador or influencer program.

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With each of the early stages in the relationship, tasks are not going to be that
high. At the very beginning, gaining experience and being able to show others you
have a partnership is payment enough. As you are building your career, you will
then be able to add in additional components to a partnership, such as financial
incentives and other exclusive opportunities.

However, if you are starting out, it is important to be able to foster partnerships to
get experience and evidence that you can utilize your media kit and other aspects
you house as part of your personal brand.

STEP 5: REACH OUT TO THE BRANDS

Connect with the contacts you have made in the relationships you have built at
these organizations, brands, and nonprofits. Share your ideas on how you can
collaborate on projects. There are going to be some pitches that will fail, but each
experience will prepare you for the future. Each pitch will provide a life lesson in
what worked and what didn’t to note for the next time.

The most important thing to remember is to not be discouraged. Partnerships take
time and effort; be persistent. It may not happen today, but eventually the right
brand or opportunity will come along and you will be ready to take it on.

You and Your Personal Brand Are a Package Deal

It is important to understand that brands will look at you and your personal brand
as a package deal. A personal brand is the new resume. You have to have a
presence that is visible and a point of view that is aligned with the brand you are
targeting. For example, if you wanted to partner with Starbucks or Dunkin’, most
likely you will have a commitment toward drinking coffee or have an affinity
toward it.

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It is important to self-reflect on how you present yourself with your personal brand
publicly and see if there are any issues that may be hindering you as you move
forward in your brand partnerships.

SECTION 4

Summary

Relationships are important both personally and professionally in fostering a strong
community for a personal brand. These relationships do not happen overnight.
They also need commitment and investment. As stated, relationships are often
overlooked as nonessential for personal brands, but they are one of the most
important elements for creating opportunities and experiences. Such opportunities
are the cornerstones to making co-branding and brand partnerships happen. Brands
— more than ever — are looking for ways to create new experiences and stories for
their audiences, and what better way than to partner with someone who shares
the same values and interests and who can provide a unique point of view that
truly rewards everyone?

Glossary

big ask: usually a request that is higher than anticipated by the person on the
receiving end based on the status of the current relationship

relationship management: a strategy that allows individuals to focus on their
connections with audiences, especially on the strategic communications between
client organizations and key publics

Assignments

Identifying Brands for Possible Partnerships Assignment

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Identify at least three brands you could see yourself partnering with as part of
your personal brand strategy. Complete a report that includes the following for
each of the three brands:

● Overview of the brand
● Identification of any previous campaigns involving the brand and others
(other influencers, companies, causes, etc.)
● The characteristics and features the brand shares with you
● Rationale for a brand partnership
● Ideas for collaboration between you and the brand

Relationship Management Best Practices Assignment

Based on the content in the chapter, identify the five best practices in formulating
relationships in your industry. Illustrate each of these in an infographic on
relationship management.

Project

Brand Partnership Proposal Project

In this project, you will be asked to create a proposal to send to a potential brand
to possibly partner with for a collaboration. You will be asked to write a
three-page, single-spaced document outlining the following items:

● Overview of the collaboration
● Introduction of key parties (brand and yourself)
● Current state of the brand and brand partnerships they manage
● Opportunity statement (why should they partner with you?)
● Identification of key opportunities and deliverables for collaboration (ex.
Benefits, etc)
● Identification of measurement and evaluation of collaboration

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