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Notes on Personal Branding Webinar by Phil Pallen--Western University sponsored webinar

March 24, 2020 @ 12 noon.

When we're packaged, we are ineffective and inauthentic. Facebook Sheryl Sandberg.

Philpallen.co/uwo
@philpallen
phil@philpallen.co

Definitions
ϖ What makes you great in real life? How can we recreate that online to create points of access to who/what you are in real life?
ϖ Be proactive about building your brands.  This will help you more than if you are reactive.
ϖ Create some parameters and create some small steps to build a brand that's in line with your business goals.
ϖ Key to monetizing your passion online......Gary Vaynerchuk.
ϖ What is it you love to do? How do we pair this with something that others need and are willing to spend money on?
ϖ Phill Pallen’s definition: A brand is your sandbox. Define yourself by creating rules which you’ll follow.

Make sure your offline and online are consistent. How to recreate online for others to experience and consume?
What makes you great? What makes you memorable?
Content: What you say? Personality: How you say it?

Rules/Tips on What Branding means in 2020:
Create parameters. Who are you? Why should people care?
1. Position your brand: you love + something people need
2. Build something visual: website
3. Promote yourself: social media
Mistake: leapfrogging to the promotion stage without first building something that showcases your content.
When is it time to rebrand? Answer: when your brand no longer serves you.

Brand is about drawing parameters, lines in the sandbox.
Branding is both science + art.

First impression. # opportunities to humanize your brand:
(1) your clients/customers;
(2) branding your leadership;
(3) branding the employees.
ϖ Because your competing for social media real-estate against family,
ϖ Build an inventory of conversations, thoughts and ideas to recreate the in-person experience.
ϖ Your brand is the experience you create. Show up in real life. Re-create that online.
ϖ How to measure?
ϖ Quantitative metrics: website traffic, inquiries, followers, sales,
ϖ Qualitative metrics: sentiment on social meeting positive feedback, connections beyond the transaction.
ϖ A good brand has heart. How we connect, how we communicate as human beings.

Tools
We use tools that let us take inventory on life and we recreate online.
ϖ Otter.AI --example of a transcription tool. Re-purpose content.
ϖ Storing all your crazy big ideas in one place. Dropmark, Evernote. Ditto for your company's employees.
ϖ Answer the public: crowd-sourcing from Google searches.

3 content trends for 2020 and beyond:
(1) simplicity, Everlane for inspiration. Audit website and web presence. Would a 10-year old understand something. Let a picture say a thousand words.
(2) Humility. Real is better than perfect. Audit real life more closely. Honesty when things aren't right.
(3) Legacy. Honoring hard work and history. Rediscover hobbies. History and storytelling engages audiences.

Visuals
ϖ Photography: It's how you can have an edge against everyone else. It's the difference between telling people who you are versus showing people who you are.
ϖ Tell us who you are and why people should care.
ϖ The power of a great photo can influence brand forward.
ϖ Reverse thinking between the amount of effort to show up in real life versus the amount of effort invested in you online presence. Most people do a poor job here.

Sub brands: routes leading to you.

ϖ Set goals and work towards them in terms of
ϖ Prioritizing platforms: Be a rockstar on 3 platforms versus being average on 10 platforms. Email marketing, Pinterest, Instagram.
ϖ Process. Vulnerable moving from retiree to a Second Act.



last updated march 2020