PCB2 - Session 1  Building Your Personal Brand - Mitch Joel

(I apologize if this comes across choppy)

Well the first session I’ve chosen to attend. 

Mitch Joel starts the presentation by having everyone stand up and scream at the top of our lungs.  (We’re a loud bunch of crazies).  

Three Stages

1. Internal Conversation

What do you think when you see the apple logo?  The room shouts out - innovation, steve jobs, expensive, etc.  Not logo, or marketing plan structure.  That’s branding. 

Brand is an emotion - a feeling not a logo, marketing, advertising, etc. 

Find the Real YOU! 

Start by writing out your story - not your about page or bio.  The true story has adventure, love romance, tragedy.  Write it out and connect to it - your unique ability will pop out, although this may be depressing because you don’t have time to truly focus on your ability.  But write it out, take the story, and give it to a friend or family member.  They’ll say “oh I didn’t know that” - how true is your branding? 

When Harley Davidson went to wall street they said we sell a lifestyle not just a motor cycle.  Wall street pushed back “no just a motorcycle”. 

Harley states NO - “What we sell is the ability for a 43-year old accountant to dress in black leather, ride through small towns and have people be afraid of him”.

2.  One on One Conversation

The elevator pitch - 30 seconds or less

1.  Be able to state what you do - CLEARLY

2.  Short

3.  Roll naturally off your tongue - like you just came up with it.

4.  Memorable

Afterwards you want the person to say “let’s have lunch”, “can we talk later”.  Start the conversation.  Get them to ask you questions back. 

Start the conversation and shut up.  Joel says “Podcasters have verbal diarrhea”.  LISTEN 

It’s all about who you know - actually no - It’s all about who knows you. 

Joel challenges the audience to attend 3 networking events in the next couple of days. 

“Would you like to sit next to you at dinner?”  - would you want to listen to your own podcast? 

Mentor - everyone needs a coach.  The community can be your mentor.

3.  One to Many Conversation

Being connected is everything - “being disconnected is the social equivalent of living in a cave and wiping your butt with a rock”.  Social Media is an interactive community environment - you want to find people like you. 

“Your brand isn’t what you say it is, it’s what google says it is.”  That’s the reality of it - if you like it or not. 

Build your channels. 

Six points of separation

!.  Establish yourself as an expert.  Get known - make it happen, be seen and known as a leader

2.  Be known as an innovator

3.  Separate yourself from the competition - don’t get stuck in the margin sucking maggots

4.  Gain professional stature

5.  Build your image

6.  What is your name tag going to say? 

The rules have not changed - make friends, play nice, take a bath and do your homework. 

WooT - THE END *lots of claps*