1.
How to Establish Your
Brand Effectively and
Confidently
by Mark Zmarzly

2.
Agenda: M.A.G.I.C.
Things I told the AMA I’d cover:
2

3.
Actual Agenda: C.I.M.A.G.
The order I will actually cover them in:
 Contributing: You can’t wait…you have to do
something
 Intelligence: The ability to know yourself, what you
want, and what makes a great life!
 Marketing: Letting others know about the items above!
 Hit the Tipping Point – from push to pull
 Attention to others: listen, look for, and create ways to
assist others
 Give, give, give: The lather, rinse, repeat of
networking!
3

4.
Disclaimers:
So you can’t sue me later:
 I didn’t originally set out to brand myself as a
banking consultant.
 Much of what set me on this track was serendipitous.
 A lot of what I have learned has come from
books, others, + test and learn…but it has worked
for me.
 39% of effective branding is showing up!
 Another 40% is saying “yes”
 The last 41% is working your ass off!
 2% is being good a math! 4

5.
What is Personal Branding?
Source:
 It’s the process by which you
differentiate yourself from others.
 Involves bringing your unique value
proposition to life online and in person
5

6.
What is the Goal of Personal Branding?
 To be recognized as an expert in your
field, establish credibility, advance your
career, and build self confidence.
 For others to be drawn in by you so they will want
to invest in you:
job, opportunity, capital, attention, or time.
6

7.
What’s the need for Personal Branding?
 Career paths aren’t linear anymore
 You need to create more ownership over your
success and image > employers aren’t responsible
 Your brand will go with you as you grow
 Used to be: What you know
 Then it was: Who you knew
 Now: It’s who knows you
7

8.
This is not the “Mark Show”
You should my story to know I’m not full of…peanuts
 Contributing: Copy Editor > Copywriter > Creative
Manager > AE > Consultant > Sales
 Seeking new tasks
 Taking on project management
 Getting to know the work of each department

9.
This is not the “Mark Show”
You should my story to know I’m not full of…peanuts
 Intelligence: The ability to know yourself, what you
want, and what makes a great life!
 I’m driven by creative problem solving!
 New ideas > Reading!
 Helping others problem solve
 Leading/Speaking
 Work is secondary to my life!

10.
This is not the “Mark Show”
You should my story to know I’m not full of…peanuts
 Marketing: Online, In House, Industry, & In Person
 LinkedIn
 Client Symposium
 ABA Marketing & Management Conference
 Twitter: @BankMarketing
 Blog: ihelpbanks.com
 Speaking

11.
This is not the “Mark Show”
You should my story to know I’m not full of…peanuts
 Hit the Tipping Point – from push to pull
 Volunteering to lead a webinar effort at work = ABA
Marketing Conference speaking gig
 LinkedIn profile hit 500 connections
 LinkedIn lead to BAI finding me for webinar series
 BAI Retail Speaking Gig with LinkedIn Div Head
 Blog lead to guest blog for Intuit
 Guest blog on Intuit about unicorns = JD Power &
Associates

12.
This is not the “Mark Show”
You should my story to know I’m not full of…peanuts
 Attention to others & give, give, give are ongoing!
 These are an ongoing goals but the tipping point
puts me in the position of being a connector.
 ABA Board Involvement
 Articles, jobs, networking coffees, speaking, etc.
 As a connector, you become a resource and a
consultant for advice!

13.
How to Mr. Peanutize Yourself!
Five steps that will take you a lifetime to master!

14.
Your Journey
Contribute: You’re not entitled to jack
 Task masters vs. creators
 Doers vs. leaders
 Serendipity: being alert to potential
opportunity and acting on it! Source:
 “Almost every case of serendipity and
opportunity involves someone doing
something!”

15.
Your Journey
Intelligence: What drives you?
 The strongest brands have a clear mission that
runs deep…but it takes time to discover that!
 Your identity doesn’t get found, it emerges.
 Don’t have a “plan” because it limits you to
today’s options!
 Seek to understand what you care about!

16.
Your Journey
Intelligence: What drives you?
 Social Intelligence is the key to living a
qualitative life!
 It’s also about having
authenticity, connectivity, and a personality.
 You have to know yourself first if you want to be
attractive to others.
Does this sound like dating advice?

17.
Your Journey
Marketing: Eureka! The mother load!
 This is a marketing group so we’ll spend time here!
 Every interaction with you is a marketing
opportunity: Online and in real life
 First rule: you must have authenticity at all times

18.
Marketing: Online & in Real Life
You need to utilize both and have consistency
 Online:
 Larger audience & 24/7
 You can share more information without coming
off as a big…peanut
▪ Endorsements, demonstrated accomplishments
 You can be upfront because of the noise factor
 Low entry point: website for less than $100
 Learn to write good well!

19.
Marketing: Online & in Real Life
You need to utilize both and have consistency
 In Real Life (in person):
 Smaller audience
 More intimate: 1-to-1
 More connection and
customization
 Ideal blend: first impression made
online with in person follow up.

20.
Marketing: You are the product
There are still 4 Ps
 Product: You
 Place: it’s not where you work, but where you
meet and engage people.
 Price: your total net value to others.
 Net Value: your position + positioning + connections
+ skills + ability to assist others
 Promotion: getting noticed.
 Personal examples of effective self marketing?

21.
The Tipping Point: your breakthrough!
The Nirvana of Branding
 The point when you go from mainly push
marketing to pull marketing.
 Perception becomes reality.
 Most people won’t go this far!

22.
The Tipping Point: your breakthrough!
The Nirvana of Branding

23.
Attention & Giving: It’s payback time!
Now you owe the karma gods!
 After the tipping point, the following will occur:
 People will begin to seek you (good and bad)
 At this point you are in the role of expert so
inquires are for advice or paid opportunities
 That’s passive so look for ways to be active!

24.
Recap Agenda: C.I.M.A.G.
 Contributing
 Intelligence
 Marketing
 Hit the Tipping Point
 Attention to others
 Give, give, give
24

25.
Final thoughts & questions
 Branding isn’t about getting a job, it’s about creating
opportunities for you and your network
 You must provide value before you can market
 What questions do you have?
 Let’s connect: www.linkedin.com/markzmarzly