The document discusses the importance of personal branding for entrepreneurs. It emphasizes that strong personal brands are built on adding unique value, sharing compelling personal stories and visions, and maintaining a consistent brand identity. Entrepreneurs are encouraged to define their brand strategy by focusing on their core values, brand promises, strengths and personality. Portable branding, content marketing, ecosystem validation, and giving back are presented as ways to engage audiences and brand oneself as an expert. The document stresses that entrepreneurs must take charge of their own brands to guide perceptions, rather than leaving their brands to be defined by others.

1. PERSONAL
BRANDING FOR
ENTREPRENEURS
@KarenKang
#BrandingPaysMCSV
!
© 2012 Karen Kang All Rights Reserved 1

2. Content, Not Cosmetics
!
© 2012 Karen Kang All Rights Reserved 2

3. What Do These Brands
Have in Common?
Photo credits: Oprah Winfrey photo from hiphopchronicle.com, Steve Jobs photo by acaben via photopin cc, Mark Zuckerberg photo by deneyterrio via photopin cc
© 2012 Karen Kang All Rights Reserved ! 3

4. Be Bold
Add Value
Evidence
!
© 2012 Karen Kang All Rights Reserved 4

5. Delivering
Happiness
Zappos and Tony Hseih
Photo source: Inc.com
!
© 2012 Karen Kang All Rights Reserved 5

6. Vision
Personal Story
Consistent ID
!
© 2012 Karen Kang All Rights Reserved 6

7. How Can You Stand Out?
Target
Audience Need
What category
can you lead?
Your Strengths
Competition
& Value
!
© 2012 Karen Kang All Rights Reserved 7

8. Positioning Statement
Goal: __________________________
!
© 2012 Karen Kang All Rights Reserved 8

9. Positioning Statement Example
For
Investors
Who
are
concerned
about
compe44on
and
commodi4za4on
in
online
retail
I’m
a
visionary
CEO
of
an
online
retailer
whose
unique
brand
is
built
on
a
happy
corporate
culture
and
awesome
customer
service
That
achieves
consistent
growth
and
profitability
with
empowered
employees
who
delight
our
customers.
Unlike
our
compe4tors,
we
have
the
highest
employee
sa4sfac4on
&
brand
loyalty
ra4ngs.
!
© 2012 Karen Kang All Rights Reserved 9

10. For A Strong
Entrepreneur Brand
 Bold, New Ways to Add Value
 Content, Evidence
 Unique Vision
 Personal Story
 Consistent Identity
! 10
© 2012 Karen Kang All Rights Reserved

11. Bake the Cake,
Then Ice It
Cake = Rational value
Icing = Emotional value
CAKE + ICING = STRONG BRAND
!
© 2012 Karen Kang All Rights Reserved 11

12. What’s Your Cake
and Icing?
! 12
© 2012 Karen Kang All Rights Reserved

13. Define Your Brand
Strategy
Core Values
Brand
Image Promise Strengths
Personality
! 13
© 2012 Karen Kang All Rights Reserved

14. Portable Branding
 Monitor your online brand
 Help influencers
brand you
 Are you engaging?
! 14
© 2012 Karen Kang All Rights Reserved

15. Ideas to Brand Yourself
 Be an expert
 Leverage
content
 Ecosystem
validation
 Give back
 SMILE
! 15
© 2012 Karen Kang All Rights Reserved

16. Guide Your Brand, or
Be Branded by Others
! 16
© 2012 Karen Kang All Rights Reserved

17. Be Your Own Brand
Manager
BrandingPays™ System
Brand
Positioning Messages Ecosystem Actions
Strategy
! 17
© 2012 Karen Kang All Rights Reserved

18. Book
Coming
January
2013!
Go for it!
! 18
© 2012 Karen Kang All Rights Reserved

19. Free Branding Tips and
Newsletter
Leave me your business card
Ask me questions on:
facebook.com/BrandingPays
! 19
© 2012 Karen Kang All Rights Reserved

20. Take Charge of Your
Entrepreneur Brand
Go for it!
Go for it!
! 20
© 2012 Karen Kang All Rights Reserved