This document summarizes Robin J. Phillips' presentation on personal branding for journalists. Some key points include: - Personal branding is important for journalists to take control of their online image and differentiate themselves from competitors. Your brand is defined by the perceptions others have from interacting with you. - Your personal brand should be based on truly knowing yourself - your talents, goals, and what you stand for. It's about building relationships with others through consistency in promoting these qualities. - An important part of personal branding is establishing an online presence through a website, blog, and social media to regularly share your work and voice in a way that delivers on your brand promise to followers. - Successful personal branding requires being diligent,

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Creating your brand
KipCamp Social Media Summit, Nov. 13-14, 2012
Robin J. Phillips, Digital Director,
Reynolds Center for Business
Journalism

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Creating your brand
 Do people really talk like that?
 Is this just a buzz phrase?
 Isn’t branding just marketing?
 I am shy.
 Isn’t branding just selling out?
 … and why should you trust me?

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Robin J Phillips | About Me
 @RobinJP | RobinJPhillips.com
 Digital Director, The Reynolds Center for Business Journalism
 Co-founder, #wjchat, weekly online web journalism discussion
 Co-founder of Perfect Moment Project
 Journalism professor, Cronkite School, Arizona State University
 Master’s candidate, ASU

4. + Key points about
personal branding
 People have an image of you … whether you like it or not.
 It’s important for you to know who you are.
 Journalists need to take control of their image.
 Your brand can be as simple as You Being You… online.
 Your brand or how you live your life online, good and bad, stays
around a long time.
 … and we’ll look at how some journalists handle their online
image.

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Why branding now?
 Historically, journalists’ reputations were closely aligned with
that of their employers.
 The promotion of our work was left up to our news
It’s not selling out
organizations’ marketing departments as part of the overall
branding strategy.
 In large part, reporters were comfortable letting the work
speak for itself.

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Why branding now?
 Historically, journalists’ reputations were closely aligned with
that of their employers.
 The promotion of our work was left up to our news
It’s not selling out
organizations’ marketing departments as part of the overall
branding strategy.

That’s all changed. work
In large part, reporters were comfortable letting the
speak for itself.

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So what is branding?

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Differentiate yourself
Commodity
Brand

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Personal brand = relationship
Personal brand is a collection of
perceptions someone else has describing
the experience of having a relationship with
you.
If you are not branding yourself, you can be
sure others are doing it for you. You might
as well grab hold of the wheel and drive.

10. + Not just about being Googleable
.. but that’s
some of it.

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First things first

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To thine own self…
 Branding is knowing yourself.
 Know your talents and skills.
 Know your goals.
 And knowing this is all flexible.
 Once you know yourself, you can define your brand.
Ask your friends,
mentors, strangers.

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Once more let’s ask…

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What is your brand promise?
 If you …
 Hire me
 Read my story
 Watch my newscast
 Buy my photos
 Follow me on Twitter
 You will get …
 Xxxx

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Not a TASK promise

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Brand promise
 What you stand for
 What you offer
 What people should expect from you

23. To be genuine, fun,
+
Brand contemporary, and
different in everything we
promise do at a reasonable price.
To be the premier sports and
entertainment brand that brings
people together, connecting
them socially and emotionally
like no other.
To inspire moments of
optimism and uplift.

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What is your brand promise?
 If you …
 Hire me
 Read my story
 Watch my newscast
 Buy my photos
 Follow me on Twitter
 You will get …
 Xxxx

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So let’s get started
 Create a website – simple WordPress is just fine
 Begin blogging
 Take a daily photo, film a daily video
 Subscribe to blogs, comment when you have something to
say
 Use your name or a consistent username
 Blog responsibly – write, edit, publish, shoot photos
 BUY YOUR DOMAIN NAME … today!

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Do you own your URL? Username?
 Use your name
 Everything should be your name
 If you can’t get your name, use a derivative of your name

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Landgrab!

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Buy your domain name

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How others do it

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Brand-a-palooza

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5 rules
 Be diligent
 Be consistent
 Be relevant …. OK, 8 rules
 Be interesting
 Be simple
 Be yourself
 Be unique
 Be focused
Thanks to Kristian Andersen + Associates / Brand You

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… back to first things first