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The Evolution of Personal Branding

By: Francisco NocedaManhattanville School of Business

Final Thesis Presentation April 26, 2016

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Agenda• Defining Personal

Branding• Why Personal Branding• Summary of Literature

Review• Analysis• Recommendations• Final Thoughts• Questions/Comments

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Personal Branding• Personal branding is the practice of individual’s marketing

themselves and their careers as brands, using their education and knowledge to make themselves more well-rounded professionals• Involves impression and reputation management, as well

being able to stay up to date on trends in the industry one may work in, or any industry of interest, thus helping one become a trusted and respected expert

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Why Personal Branding

• Past classroom experiences• Gary Vaynerchuk- Jab, Jab, Jab, Right Hook

• Topic of Interest• Entrepreneurship

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Literature Review

• Popularization of Personal Branding• Tom Peters “The Brand Called You”

• Web 2.0•  Change from static web pages to dynamic/user-generated content • Web 2.0 had profound affect in collaboration and communication

within business

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Literature Review: Social Media• Twitter• C-Level leaders have taken to the site to strengthen their own brands• Offers an audience that is ready to listen• Main currency is news and information

• LinkedIn• Professional social network• Offers a way to create and share content that is relevant and useful for individuals in

any industry• Makes a person visible to decision-makers who are looking for exactly the services

you provide• Helps manage your brand throughout the longevity of your career

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Analysis: Personal Branding in Action

• William Arruda• Inspired by Peters article• Reach Personal Branding

• Set yourself apart by building your brand1. Unearth Your Unique Promise of Value2. Communicate Your Brand to Your Target Audience 3. Manage Your Brand Environment

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Analysis: Personal Branding in Action

• Chris Dessi• Personal branding and social media expert• $260,000 blog post

• Seven Pillars to building your brand1. Generate Ideas2. Define Your Passion3. Work, Focus, and Persist4. Become More Self-Aware5. Do Good, Give Back6. Use Technology The Right Way7. Get Curious

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Analysis: Personal Branding in Action

• Gary Vaynerchuk: • YouTube series: Wine Library TV• Twitter played an integral part in

the growth of the Gary V brand • Active and creative on ALL social

outlets• VaynerMedia

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Source: Key tools available today to enhance a personal brand in social media (Harris & Rae, 2011). qtd. in Rakauskaite

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Recommendations

• Developed through literature review, analysis of experts mentioned and interviews with business professionals;• Matthew Sawyer• Patricia Nelson• Kenneth Koprowski

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Recommendations

• Created four step guide to building a personal brand1. Identify your specialty/service2. Properly position your brand3. Manage your brand4. Reflect on your brand

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Recommendations

• Upon beginning building a personal brand1. Build on a reputation2. Provide benefit for your audience3. Protect your brand4. Put in the work

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Final Thoughts• Find your passion!• Personal branding: What you make of it!• Open yourself to learning • Put in the time and work• Be active but patient

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Questions/Comments

Thank You!!!