Personal Branding Lecture Notes

Introduction

• Topic: Personal Branding
• Context: Debate on whether to focus on personal brand or studio brand
• Initial thought: Unsure if committed to the idea of personal branding

Corporate vs. Personal Branding

• Corporate Branding: Created by collective effort of marketers, designers, etc.
  • Collective thing creating experiences
• Personal Branding: Often adopts corporate language
  • Not about selling but being authentic
  • Attracts people when you show up as yourself

Branding Evolution

• Historical Background
  • Early humans: independent for their needs
  • Industrial Age: Specialization began
  • Branding as differentiation in growing towns
• Modern Era
  • Explosion of options requiring companies to distinguish themselves
  • Current branding driven by irrational emotional connection
• Importance of Stories
  • Quote: Every dollar spent is a vote for the kind of world you want
  • Emotional connections like Arrowhead vs. Fiji

Personal Branding: Vulnerability and Authenticity

• Carl Jung's Theory: Persona and Shadow Self
  • Persona: Public face
  • Shadow Self: Hidden, negative aspects
• Finding Your True Self
  • Early suppression of authentic self by society
  • Need to rediscover who you are
• Quantum Remembering
  • Concept: Remembering ancient wisdom and applying it

Differentiation and Preference

• Branding: Creating irrational, emotional connections
  • Idea: True strength comes from vulnerability
• Historical Icons: Gandhi, Socrates, Dalai Lama, Mother Theresa
• Vulnerability: Becoming relatable and genuine
  • Authenticity attracts people more than perfection

Practical Steps for Personal Branding

• Two-Word Branding
  • Start with your Shadow Words (negative aspects)
  • Example: Tom Ross - People Pleaser becomes Proud People Pleaser
• Storytelling
  • Find stories that connect to your brand
  • Use stories to resonate with audience

Individual vs. Team Branding

• Debate: Should solopreneurs build personal or team brands?
  • Individual's Example: Dan Lok, Seth Godin, James Martin
• Collaborations: Recognized but not required for success

Self-Discovery and Alignment

• Finding Core Identity: Key for long-term success
• Student Experience: Chris' journey with design and typography as core identity

Final Thoughts

• Pursuing Personal Passion: Leads to fulfilling life and potential wealth
  • Misalignment leads to jadedness
• Role of Money: Neutral, pursuit should be around personal alignment
• Personal Examples: Successful individuals found core passion

Q&A and Discussion

• Genuine Vulnerability: Writing in a personal journal as an example
• Being True: Authentic content vs. performative vulnerability
• Community Building: Serving others builds a strong, engaged audience