I gave a speech on Personal Branding to the American Marketing Association (San Francisco) (thanks, Brian Kerr!) on Nov. 20th at the ING Direct Cafe.
Some of you asked for the slides of the show.
Here’s the Powerpoint slide show via Slideshare and then below that are some notes from the speech:
And then this link should allow you to download the presentation in Powerpoint (I hope): Rob Kelly Presentation Slide Show From American Marketing Association Speech
Here are my own outline notes from the speech (apologies that they may be rough — I didn’t type them out verbatim):
Excited to be here
3 powerful concepts to improve your personal brand…or any brand.
First, a story…A “Steve Story” (Slide = Steve on phone). I’m going to channel Steve Jobs a little today because I learned a bunch from him and he had a great personal brand that also became a corporate brand.
What Steve was doing, was trying to own words in my brain (see this “Long List of Words In Our Brain That Brands Own”)
Why?: Simple math = 7 bil people competing for 12,000 words = 583,000 people per word
One approach is to build a new ladder
[Slide=Ladder with “Beautiful Computers” on it]
Instead of being just one rung on the “Computers” ladder, he chose to create a new ladder of “Beautiful Computers” and be the first and only rung for awhile
An important concept is “Alienate the non-prospect” — One thing Jobs was doing: He was alienating the vast majority of people who didn’t care about a computer being “beautiful”
Google is a great example: “Think like Google”
[Slide = Lord of the Rings]
You now have to get the word out!
A series of beacons connected Gondor to Rhohan so the cities can let them know they needed each other.
Beacons aren’t just for distress/help — they can be to “pull” in value for you and increase “Serendipity!”
Why? — “The More You Tell, The More You Sell” — David Oglivy (who’s personal brand was “ad guru”) — Oglivy on Advertising is #15 on my Best Business Books of All Time list.
[Slide = pic of David Oglivy]
What were Steve Jobs’ beacons?
You are putting out a beacon tonight just by being here!
And if you tweet about it, you’ll be sending out a beacon to others in the Universe!
If it weren’t for my blog, I wouldn’t be here tonight — Brian Kerr found me through my blog back on March 12, 2011!
Some Quick Tips (almost all are in my book or my blog)
Circle of Competence — Draw a circle around all the things you enjoy doing or are super-good at or passionate about. I kept this up on my wall for awhile
How to pick a ladder– Pick a noun and an adjective/qualifier.
Don’t be afraid to “Alienate the non-prospect”
Start a blog (see what people are searching on to find you)
If Steve Jobs hadn’t dropped acid, studied caligraphy, studied zen buddhism and tinkered with electronic pranks, he wouldn’t have become know for “Beautiful Computers”
Pick a part of the brain you want to own
Be specific/beyourself: Steve Jobs did crazy pranks, tinkered w/ electronics, studied calligraphy/fonts, zen Buddhism, dropped acid, traveled to India
Send out beacons — tell the world what your’e doing.
You WILL formulate your personal brand
Huge opportunities still exist to own words/phrases in our brains. E.g. “Green Computers” — noone yet owns the concept of environmentally-good computers.
What ladder can you join or better yet, which ladder can you invent?
Q&A (no notes)Tweet Comment