This document discusses personal branding and messaging. It provides learning objectives around understanding personal branding and communicating projects as personal narratives. It discusses branding principles like being easily identified, difficult to copy, and indicating quality. It also discusses authenticity, building a personal brand "house" with elements like a big idea, positioning, attributes, and pillars. Other topics covered include perceptual maps, examples of brand purposes from companies, and advice from the book "Steal Like an Artist" on ways to build an awesome personal brand through hard work and staying humble.

1. PERSONAL
BRANDING
& MESSAGING

2. BRANDING
LEARNING OBJECTIVES
‣ Understand what it means to be a Brand
‣ Communicate your summer project / presentation as a personal narrative

4. Digital Marketing
What’s branding?
¯_(ツ)_/¯

6. BRANDR
TO BURN
BRANDING

7. A SUCCESSFUL BRAND WAS:
EASILY IDENTIFIED.
DIFFICULT TO COPY.
AN INDICATOR OF THE QUALITY OF THE PRODUCT.
BRANDING

8. WHAT DO GOOD BRANDS LOOK LIKE?
AUTHENTICITY is when
what you DO
is what you BELIEVE.

17. STOP-AND-JOT
What is AFSE’s brand?

18. Digital Marketing
What’s personal branding?
¯_(ツ)_/¯

19. Steal Like an Artist
*Austin Kleon

20. “CONSUMERS BUILD BRANDS
LIKE BIRDS BUILD NESTS.”
- JEREMY BULLMORE, WPP
BRANDING

21. STOP-AND-JOT
1. Make a list of all the apps on your phone.
2. Organize this list by category
3. Triage the list based on use
4. Share with a partner

22. BUILDING YOU BRAND HOUSE
BIG IDEA
BRAND POSITIONING
BRAND ATTRIBUTES
BRAND
PILLAR
BRAND
PILLAR
BRAND
PILLAR
REASONS TO BELIEVE
What we stand for, Our Conviction
How are we relevant and unique to
audiences and from our competitors
How we say, feel, and act
What we say and do, Our DNA
(often list of products or initiatives)
Reasons to Believe

23. STOP-AND-JOT
1.Think of 2 people you know and/or understand very
well
2.What are their 3 pillars? What do they stand for and
care about deeply?

25. STOP-AND-JOT
1. Using 1 of the people you had thought about earlier,
what are 3 - 5 attributes that best describe them?

26. PERCEPTUAL MAP
A Perceptual Map is a visual representation of the
differences and similarities of brands, products, or
customers.
“Typically the position of a product, product line,
brand, or company is displayed relative to their
competition.” - Wikipedia

27. PERCEPTUAL MAP

28. “TO MAKE CLEANLINESS COMMONPLACE; TO LESSEN WORK FOR
WOMEN; TO FOSTER HEALTH AND CONTRIBUTE TO PERSONAL
ATTRACTIVENESS, THAT LIFE MAY BE MORE ENJOYABLE AND
REWARDING FOR THE PEOPLE WHO USE OUR PRODUCTS.”
“TO LEAVE NO ATHLETE BEHIND.”
“THAT THE UNLEASHED CREATIVE SPIRIT WILL CHANGE THE WORLD.”

29. HOW
Differentiated
Process
WHAT
Distinct
Offering
WHO
Desirable
Audience
WHY
Driving
Purpose

30. STOP-AND-JOT
1. What’s the big idea that ties together everything for
this person you’ve been using for these activities?

31. BUILDING YOU BRAND HOUSE
BIG IDEA
BRAND POSITIONING
BRAND ATTRIBUTES
BRAND
PILLAR
BRAND
PILLAR
BRAND
PILLAR
REASONS TO BELIEVE
What we stand for, Our Conviction
How are we relevant and unique to
audiences and from our competitors
How we say, feel, and act
What we say and do, Our DNA
(often list of products or initiatives)
Reasons to Believe

32. Steal Like an Artist

33. Steal Like an Artist

34. WAYS TO BE AWESOME
TELL PEOPLE YOU ARE WHO YOU WANT TO BE
BE FUN, LIKABLE, HUMBLE & EASY GOING
WORK ON YOURSELF AS MUCH AS WORK
BE READY FOR LUCK
THINK ABOUT HOW YOU WORK
GET NERDY
DON’T GIVE UP
Body copy
Ways to be awesome
WAYS TO BE AWESOME
TELL PEOPLE YOU ARE WHO YOU WANT TO BE
BE FUN, LIKABLE, HUMBLE & EASY GOING
WORK ON YOURSELF AS MUCH AS WORK
BE READY FOR LUCK
THINK ABOUT HOW YOU WORK
GET NERDY
DON’T GIVE UP

35. Q&A
PERSONAL BRANDINGS