The document discusses building and promoting a personal brand. It provides tips for choosing the problem a brand should solve, segmenting audiences, and harnessing behaviors like agility, risk, and cost in brand messaging. It also describes different personal brand types like paratroopers and consultants. The document advocates becoming a rock star by amplifying content through blogging, tweeting, speaking at events and writing a book to migrate from pundit to expert. It provides Steve O'Donnell's background and online profiles as an example personal brand.

1. 
Building
Your
Brand
Love,
life
and
the
pursuit
of
happiness
Work
Life
Family
Brand

2. What
Everyone
Wants

3. Choose
the
Problem
Carefully
Take
out
the
Make
me
Save
my
life
trash
money

4. Brand
positions
the
problem
you
solve
Segment
Problem
Solu?on

5. 5
Business
Stage
The
ARCTM
behavior
drivers
Private
Compe??ve
Public
Pressures
Government
ARCTM
Charity
Metric
Leadership
Geographic
Style
Loca?on
 Improve
Agility
to
deliver
innova?on
and
kill
the
Agility
compe??on
 Avoid
or
reduce
Risk
to
business
ac?vi?es
 Reduce
Cost
–
oEen
the
least
important
Cost
Risk
 Choose
which
type
of
problem
• The
three
fundamental
drivers
of
your
brand
solves
carefully
behavior
that
must
be
harnessed
in
all
brand
messaging
• Mul?ple
drivers
can
be
combined
to
create
a
balanced
brand
message
Copyright
©
S1NED
Limited
2012
All
Rights
Reserved

6. It
is
not
enough
to
be
a
specialist
• Rela?onships
• Trusted
Advisor
• No
Proven
• Proven
Competency
Competency
Trusted
Rela?onship
Celebrity
Trust
Do
you
play
in
the
first
(Trust)
or
fourth
(Geek)
quadrant?
GALP
Geek
• Go
Away
LiJle
• Capability
Person
–
you
without
add
no
value
engagement
Capability

7. The
Four
Personal
Brand
Types
Type
Interests
Paratroop
Fixing
stuff
that
is
broken
–
(professional
change
agent)
fast
Willing
to
take
calculated
risks
Paratrooper
Old
Timer
Happy
to
move
on
when
done
Specialist
Knowledge
Welcomes
external
help
Consultant
Analyze
everything
in
detail
(management
consultant)
Slow
to
make
decisions
Driven
by
numbers
&
process
Risk
averse
Old
Timer
Understands
the
business
(Experience
is
everything)
Understands
his
own
area
Consultant
Businessman
Slow
to
change,
slow
to
trust
Incremental
Businessman
Business
focused
(senior
manager
from
the
Probably
not
a
specialist
or
business)
technology
savvy
Driven
by
numbers
Knowledge
of
the
Business
Driven
to
align
business

8. 8
Business
Stage
Steve
O’Donnell
Personal
Brand
Private
Compe??ve
Public
Pressures
Government
ARCTM
Charity
Metric
Leadership
Geographic
Style
Loca?on
 I
align
and
fix
businesses
to
deliver
rapid
growth
and
effect
Agility
a
sale
or
IPO
(Agility)
 I
have
a
proven
track
record
of
experience
and
success
(Risk)
 I
am
reassuringly
expensive
(Cost)
Cost
Risk
 Result
–
I
get
CEO,
Chairman
• The
three
fundamental
drivers
of
and
Advisory
Roles
behavior
that
must
be
harnessed
in
all
brand
messaging
• Mul?ple
drivers
can
be
combined
to
create
a
balanced
brand
message
Copyright
©
S1NED
Limited
2012
All
Rights
Reserved

9. 9

About
Me
Steve
O’Donnell
Author
of
What
Every
CIO
Wants
Speaker,
Analyst
&
Commentator
Fiduciary
&
Advisory
Board
Member
Business
Adventurer
in
IT
Security,
Wireless,
Big
Data,
Managed
Services,
Solid
State
Storage
Social
Media
Addict
Background
Global
Head
of
Opera?ons
BT
CEO
MEEZA
–
Qatar
Senior
Analyst
ESG
Career
IT
Spend
$30B+
Copyright
©
S1NED
Limited
2012
All
Rights
Reserved

10. How
do
I
promote
my
brand?

11. Become
a
Rock
Star
Amplify
 Don’t
give
up
Blog
Content
 Don’t
stop
Join
up
Tweet
and
 Automate
everything
Engage
 Make
it
a
life
rou?ne
 Plan
content
constantly
Speak
at
Comment
Events
 Don’t
sell
out
Write
 Be
prepared
to
evolve

12. Avoid

13. Create
Some
Methodologies

14. 
Write
a
Book
Migrate
from
pundit
to
expert
Six
months
effort
at
least

15. 
Steve
O’Donnell
hJp://about.me/stephenodonnell
twiJer
@stephenodonnell
hJp://www.thehotaisle.com
15