Personal Branding: A Manifesto on Fame and Influence

The foundation and understanding needed to fully comprehend the chapters to come.

“Personal branding, by my estimation, is the world's oldest form of branding.”

1.3 The Oldest Form of Branding

1. 1.1What Is Personal Branding?p. 35

   QuestionHow has your perspective on personal branding shifted since reading this subchapter? What has been clarified, compared to your prior understanding on the subject?

2. 1.2Historical Personal Brandingp. 41

   QuestionWhat are some historical examples of people who used their personal brands to achieve a particular goal? What did they do?

3. 1.3The Oldest Form of Brandingp. 43

   QuestionWhat are your thoughts on personal branding being the oldest form of branding? Do you agree?

4. 1.4New World Examplesp. 45

   QuestionWhat is a New World Example of personal branding you’d include?

5. 1.5Famep. 50

   QuestionDo you want to be famous? Explain your reasoning. If you do, why is that? If you don’t, why not?

6. 1.6Influencep. 53

   QuestionWho are some of the people who have influence over you? These may be celebrities, mentors, or parents. How did they obtain this influence?

7. 1.74 Pillar Questionsp. 57
8. 1.8Hierarchy of Personal Brandingp. 65

   QuestionWhat are examples from your own life of people who fall under the Hierarchy of Personal Branding? What level do you want to reach yourself?

A proclamation of depth, progression, and scale.

“A personal brand is the unique fingerprint of every human who has ever lived.”

2.4 The Law of Personal Branding

1. 2.1The Law of Familiarityp. 72

   QuestionHow have you seen the Law of Familiarity in your own life?

2. 2.2The Law of Connectionp. 75

   QuestionWho is somebody that started as a stranger to you, but is now a close friend or mentor? What led to this relationship’s growth?

3. 2.3The Law of Fame and Influencep. 77

   QuestionWho is a famous person who holds equal influence? What makes them influential as opposed to just being famous?

4. 2.4The Law of Personal BrandingToolp. 79

   TaskDo some research into your lineage and find a distant grandparent more than 3 generations back. Learn about their life if possible.

   Put it to work: Name Generator (opens in a new tab), free on identitypositioning.com.

The intrapersonal ways of thinking and living required to develop a successful personal brand.

“It is not a necessity to have talent. It is a necessity to have willpower.”

3.6 Burnout and Competition

1. 3.1Becoming The 1%p. 81

   QuestionWhy would someone choose to follow another person? Think about what makes them appealing.

2. 3.2Intensity and Aggressive Patiencep. 85

   TaskWhat are you going to do to develop your aggressive patience and proper intensity?

3. 3.3Longevityp. 88

   QuestionHow did the aforementioned figures build longevity with their personal brands? Why did their names not just die out?

4. 3.4Perspective and Doubtp. 91

   QuestionHow has your confidence grown from when you first started in your business or profession?

5. 3.5Keeping the Right Attitudep. 94

   QuestionWhat is an example when you let your attitude falter? How did it affect your results?

6. 3.6Burnout and Competitionp. 99

   QuestionHave you ever experienced burnout? How did you get out of it?

7. 3.7The Dangers of Famep. 105

   QuestionThink about someone in culture who accumulated a lot of fame and either lost it, or went down a dark path. How did it happen and what could they have done to prevent it?

8. 3.8The Dangers of Influencep. 107

   TaskSpend the next few minutes researching some of the most influential people throughout history. What shared experiences or traits did they possess?

How to develop the public expression of your internal ambitions.

“Branding is what people know you as, whereas marketing is how you get more people to know about you.”

4.1 Who Are You?

1. 4.1Who Are You?p. 110

   QuestionWhat are standout interests or traits about you that can be used as a personal hook?

2. 4.2What Makes Your Personal Brandp. 115
3. 4.3Elevator PitchToolp. 123

   TaskWrite your elevator pitch. It should have a personal hook and a professional punchline. Make it personable, but not salesy. After you are done, read it aloud several times. Polish as needed.

   Put it to work: Elevator Pitch Builder (opens in a new tab), free on identitypositioning.com.

4. 4.4Rapportp. 126

   QuestionHow have you built rapport with your friends in the past? What about your friendships make them work, in comparison to the colleague or family member you find yourself at odds with?

5. 4.5Avoiding ClichésToolp. 129

   QuestionWhat is something unique to you that others may find interesting or quirky? What fun facts about you potentially make you stand apart?

   Put it to work: Cliché Checker (opens in a new tab), free on identitypositioning.com.

6. 4.6Leaning Into Your NameToolp. 134

   TaskTake the time to research your name. If you are competing with others, redirect your searches to include your middle name. Decide today whom YOU want to be known as.

   Put it to work: Seamless Branding Report Card (opens in a new tab), free on identitypositioning.com.

7. 4.7Perception and MysteryToolp. 137

   ApplyBefore you make an announcement, begin to hint at it during media appearances, in your content, and in messaging. Build up some suspense leading to the launch.

   Put it to work: Skyline Planner (opens in a new tab), free on identitypositioning.com.

8. 4.8Inspiration vs. CopyingToolp. 141

   ApplyMimic a successful campaign or strategy of another public figure, either in business, social media, or otherwise. Put your unique spin on it and evaluate the response. For example, take a piece of viral content and rephrase it to apply to your personal brand.

   Put it to work: Mentor Blueprint (opens in a new tab), free on identitypositioning.com.

9. 4.9Gimmicks and Creativityp. 143

   QuestionCan you think of someone who came across as a gimmick? Did it make you feel more or less confident in their abilities?

10. 4.10Shaping Your ImageToolp. 145

    TaskTake this time to examine your personal brand as it is today. Is your material up to date? What from your past messaging no longer applies? Make changes where needed.

    Put it to work: Mentor Blueprint (opens in a new tab), free on identitypositioning.com.

11. 4.11Deliverablesp. 149

    QuestionWhat are you delivering through your personal brand? For example, if you’re educating others, what are some of the exact takeaways through your materials?

12. 4.12Colors and Personal BrandingToolp. 151

    TaskResearch the associations and meaning behind your favorite colors. Pick two colors to begin using for your personal brand. If they are too contrasting and don’t work well together, choose another.

    Put it to work: Brand Color Builder (opens in a new tab), free on identitypositioning.com.

13. 4.13Audio BrandingToolp. 153

    ApplyGet comfortable with your voice. Experiment with it and take ownership of how you sound. Understand your tonalities, how you can inflect emotions, command attention, etc. Recording yourself speaking or listening to past media is encouraged. Eliminate filler words and points of contest when you can.

    Put it to work: Audio Branding Planner (opens in a new tab), free on identitypositioning.com.

14. 4.14The Art of StorytellingToolp. 155

    QuestionWhat is YOUR story? If you were put on the spot right now, where would you start? What aspects are important and worth mentioning?

    Put it to work: Story Builder (opens in a new tab), free on identitypositioning.com.

15. 4.151st, 2nd, and 3rd PersonToolp. 158

    QuestionWhat situations would you use 1st, 2nd, and 3rd person points of view for your personal brand?

    Put it to work: Bio in Three Voices (opens in a new tab), free on identitypositioning.com.

16. 4.16Seamless BrandingToolp. 160

    TaskPerform another audit of your personal brand. At first glance, does it appear seamless? Try your best to be impartial and put yourself in the shoes of a complete stranger. What do you see that is working and what could be better?

    Put it to work: Bio in Three Voices (opens in a new tab)Seamless Branding Report Card (opens in a new tab), free on identitypositioning.com.

It is as much about keeping and maintaining your reputation, as it is building it.

“Thinking that you can buy your way into a positive reputation is a fool’s way of thinking.”

5.3 It Can’t Be Bought

1. 5.1Leaning Towerp. 165

   QuestionIf presented with a controversy, what path do you think you’d be the most prone to choose? Why?

2. 5.2Who Has Leverage Over You?p. 169

   QuestionWho from your past has leverage over you? Are you prepared to deal with the fall out should it be levied against you?

3. 5.3It Can’t Be Boughtp. 174

   QuestionHave you ever followed someone and later realized they were engaged in dishonest or pay-to-win practices? How did that affect your perception of them and their credibility? How did you find out?

4. 5.4Building Credibilityp. 178

   ApplyStart to get on the radar of journalists and media professionals who contribute to the outlets you want to be featured in. Narrow your search down by following those who write specifically about your profession. Get into their ecosystem, sign up for their email list, etc; and begin looking for source requests.

5. 5.5Risk Managementp. 183

   ApplyEvaluate the red tape you have for your personal brand and add more as needed.

6. 5.6Controversy with PurposeToolp. 186

   QuestionWhat is an example of someone in your profession who has utilized controversy to drive awareness for their personal brand? What takeaways can you deduce?

   Put it to work: Mentor Blueprint (opens in a new tab), free on identitypositioning.com.

7. 5.7Destroying Credibilityp. 190

   QuestionIs there anything that you are currently doing or have recently done that, if surfaced, could harm your credibility and damage the public’s perception of your personal brand? This is a good time to stop said action/s. Imagine if it did come to light; how would it make you feel, how would those closest to you be impacted, and how could you mitigate damage done?

8. 5.8Handling Defamationp. 195

   TaskResearch various defamation cases between individuals. What circumstances led to the cases being filed and what statements were made?

9. 5.9Dealing With Crisesp. 202

   QuestionHave you ever dealt with a public crisis? What led to the situation’s escalation and what resolution did you reach?

10. 5.10Manipulationp. 207

    TaskWrite out a personal Code of Conduct. What do you stand for and what morals and ethics will you adhere to in building your personal brand?

11. 5.11Giving Endorsementsp. 209

    TaskResearch recent celebrity endorsement campaigns. Did the celebrity actually use the product or service or was it simply a payday?

12. 5.12Audience Fatiguep. 213

    ApplyOnce a month or as you see fit, make a post expressing gratitude for everyone who supports you. This takes 30 seconds to do but will have an immeasurable impact on your personal brand.

13. 5.13Giving Your Wordp. 217

    QuestionIs your word always good? If you answered no, take a look at situations where you’ve broken your word. When was the last time you talked to that person? This may be a good time to reach out and apologize.

14. 5.14Compiling Winsp. 219

    TaskList as many wins from your last 12 months as possible; these should be both about personal and professional successes. At the end of this exercise reflect on how you feel and determine the wins you’d like to drive more awareness to.

Steps to reach more people and expand your personal brand’s awareness.

“In the age of microwave meals, positioning yourself as a long-term thinker that prefers Crock-Pot meals is a strong competitive advantage.”

6.6 Communicating Intent

1. 6.1Marketing Essentialsp. 223

   TaskList off as many marketing methods as possible. Which one/s appeal to you and which ones do you think will be the most beneficial to your personal brand?

2. 6.2Optimization and ConsolidationToolp. 227

   TaskTake an aerial view of your personal brand. Is it all over the place or organized? What can you optimize for length and impact?

   Put it to work: Elevator Pitch Builder (opens in a new tab), free on identitypositioning.com.

3. 6.3Writing Your Marketing MessageToolp. 230

   TaskRewrite your marketing phrase until you find a combination that has both a personal hook and professional punchline that communicates your intended message.

   Put it to work: Elevator Pitch Builder (opens in a new tab), free on identitypositioning.com.

4. 6.4Building Your Contact ListToolp. 235

   QuestionIf your main marketing channels disappeared in some act of God or bankruptcy, would you have a contact list to fall back on? Is it suitable as it stands to continue generating results?

   Put it to work: Power of 3 Tracker (opens in a new tab), free on identitypositioning.com.

5. 6.5The Power of 3Toolp. 238

   ApplyUse the Power of 3 on a daily basis and make it a part of your personal branding habits [ 8.7 ]. Track your results weekly, monthly, quarterly, and yearly.

   Put it to work: Power of 3 Tracker (opens in a new tab), free on identitypositioning.com.

6. 6.6Communicating Intentp. 240

   TaskUse this time to meditate on your true intent behind building your personal brand. Think about what you are looking to gain from others as well as what you’re offering in exchange.

7. 6.7Incentivesp. 245

   TaskUsing a T-chart, list out and categorize the various incentives you are offering or could offer through your personal brand under both free and paid sections.

8. 6.8Transmitting Emotions In Mediap. 248

   QuestionWhat is your favorite movie or song? Is it your favorite because of the quality of the work or because of the way the work makes you feel?

9. 6.9Good Deeds In Publicp. 252

   QuestionWhat good deed have you recently done? How did it make you feel? Now imagine if you took to promotion and told others about it. How do you think the emotions would evolve with publicity?

10. 6.10Testing The Watersp. 255

    ApplyGet into the habit of asking others what better ways you can support them. This is not only a great display of humility that comes from a place of service, but it may also lead to new ideas.

11. 6.11Distributionp. 259

    TaskTake a look at your current distribution channels and identify narrow areas. Begin to research or hire someone who can help get you into more places.

12. 6.12Selling From Stagep. 262

    TaskVisualize speaking from the stage. What would you speak on and what offer or call to action would you make at the end? Incorporate factors such as the size of the event, demographics, interactions such as Q&As, other panelists, the walk-out music, etc. How would you go about balancing your offer with value?

Developing the ability to connect with and ultimately influence others.

“Confidence is only a symptom of action or a lack thereof.”

7.1 Intrapersonal Relationships

1. 7.1Intrapersonal Relationshipsp. 267

   QuestionHow is your relationship with yourself? What areas can you improve upon to be more efficient at what you do? Are you able to push yourself towards a goal or do you rely on external help? Identify and then formulate a growth plan.

2. 7.2Interpersonal Relationshipsp. 271

   QuestionWhich of the aforementioned strategies do you need the most practice with?

3. 7.3Networking and IntroductionsToolp. 278

   ApplyAs you begin networking and sharpening your communication skills, direct your conversations to learn about their family, occupation, recreation, and motivations. Put the acronym FORM front and center in your mind.

   Put it to work: Power of 3 Tracker (opens in a new tab), free on identitypositioning.com.

4. 7.4Being Magneticp. 284

   ApplyWork on increasing your personal magnetism. Give thought to changing hairstyles, refreshing your wardrobe, and building the confidence to be the center of attention.

5. 7.5Reading Intentionsp. 287

   TaskWith the sole purpose of identifying intentions, look through the last 10 conversations you’ve had with other people. Were they trying to genuinely spend time with you? Maybe they wanted to get more for less or had the intention of hiring you. Were their compliments genuine or meant to lower your guard? Do not approach this as a skeptic or read too deeply into these conversations, this is merely meant to increase your awareness as future interactions occur.

6. 7.6Negotiating On Your Behalfp. 290

   ApplyThe next time you are at a restaurant or purchasing something, ask for an employee discount or a better rate. Get comfortable asking for preferential outcomes even if you don’t expect it to work.

Information and strategies to help you sustain your personal brand throughout your life.

“The commodity of influence is more important than the commodity itself.”

8.5 Use Cases of Personal Branding

1. 8.1Integrity, Etiquette, and Taking Creditp. 317

   QuestionWho comes to mind when you think about people who sacrificed their integrity in exchange for an opportunity or payday?

2. 8.2When You Lack Expertise or Skillsp. 324

   QuestionDo you believe you have the experience or expertise to build in public? If not, what is your reasoning? After reading this subchapter do you feel more assured to move forward?

3. 8.3Reinvesting Into Your Personal Brandp. 327

   TaskWrite a list of all of the potential investments you may consider making. At what moment will you know when it’s time to expend capital?

4. 8.4Building A Teamp. 330

   QuestionRelating to tasks for your personal brand, A) What aren’t you great at, and B) What are time-consuming tasks that you can outsource? Building your team is as much about resulting in better-end products as it is saving you time so you can focus on high-impact action.

5. 8.5Use Cases of Personal Brandingp. 332

   QuestionWhat kind of student were you in high school or college? Did you notice any changes in your performance or opportunities made available to you?

6. 8.6Pivotingp. 336

   ApplyBegin operating with the confidence in knowing that should you need to figuratively “start over” you would be able to appropriately pivot your personal brand.

7. 8.7Establishing Personal Brand HabitsToolp. 339

   TaskWrite out all of the obligations you have for your personal brand in its present state and curate a list of habits you need to adopt to take your progression to a more desired place.

   Put it to work: Personal Brand Habit Tracker (opens in a new tab), free on identitypositioning.com.

8. 8.8Maintaining Relevancep. 343

   QuestionWho is a celebrity that has “lost their luster?” What led to this person’s collapse in relevancy and what could they have avoided?

9. 8.9The Future of Personal Brandingp. 347

   QuestionWhere do you see the future of personal branding going? How will it impact, if at all, how you are branding and marketing yourself?

10. 8.10The Mask and the Mirrorp. 351