Personal Branding and Building Your Brand

Introduction

• Discussing importance of personal branding
• Dilemma between personal brand and brand for a studio
• Philosophical question: Should a studio of one focus on personal or studio brand?

The Concept of Branding

• Corporate Branding: Created by collective team (marketers, writers, designers)
• Personal Branding: People often equate corporate branding principles to personal branding
• Efforts focused on selling, but personal branding should be more about authenticity and connection

Marty Neumeier's Insights

• People love to buy but hate being sold to
• We seek connection and meaning, often through joining tribes

Historical Context of Branding

• Branding’s roots in differentiation during the Industrial Revolution
• Modern concept of branding started around 30 years ago, heightened by the internet and social media

Essence of Branding

• Differentiation: Making your brand stand out
• Preference: Creating emotional, irrational connections
• Branding is an emotional response

Modern Branding Challenges

• Overwhelming choices in products
• Examples: Arrowhead vs. Fiji water — different stories create different perceived values

Personal Branding Strategy

• Authenticity: True strength comes from vulnerability
• Importance of knowing and showing your true self
• Concept of “Shadow Self” from Carl Jung
  • Persona: The facade we show society
  • Shadow Self: Our hidden, often shameful aspects

Discovery and Authenticity

• From childhood, social norms shape our Persona
• Long-term inauthenticity leads to forgetting one's true self
• Personal branding is about remembering, not inventing who you are

Exercises for Personal Branding

• Write down negative words about yourself (shadow words)
• Add a Transformer word to turn negatives into positives
• Use these words to develop a two- or three-word brand

Examples and Case Studies

• Stories of personal transformation: Tom Ross’s “Proud People Pleaser”
• Creating a lens to tell infinite stories
• Framework: Shadow word + Transformer word creates an authentic and memorable personal brand

Addressing Common Concerns

• Competition and Personal Brand: Even as a studio of one, personal story can elevate brand
• Collaboration vs. Solo Work: Clarifying the personal choice to collaborate
• Debunking the myth that a larger team always has more clout
• Examples of successful individuals who outperform teams (e.g., musicians going solo)

Practical Advice

• Think critically and challenge personal beliefs
• True alignment with self leads to personal satisfaction and often financial success

Personal Narrative and Connection

• Use personal stories to build a narrative around your personal brand
• Importance of making connections with others based on shared values and beliefs

Balance and Vulnerability

• Emphasize providing value while being authentic
• Avoid being solely self-serving; focus on the audience’s needs and transformations

Building an Engaged Community

• The more you serve and create value, the more people will be drawn to you
• Authentic engagement builds a strong personal brand and community