This document summarizes a personal branding workshop given by Chris Craft and Yendelela Anderson. The workshop covered developing a personal brand using the O.P.E.N. routine of focusing on Opportunity, Passion, Education, and Networking. It included exercises to identify attendees' unique qualities and passions. Presenters discussed using blogs, social media and networking to build authority and connect with others. The goal was to help lawyers package and share their personal stories to inspire others.

1. O.P.E.N. Routine
Personal Branding Workshop
Chris Craft & Yendelela Anderson, Esq.
SRBLSA Conference 2013
Nashville, TN
http://bit.ly/srblsa-2013-personal-branding

2. Who is this guy?
Chris Craft
Husband
Father of two girls
Chief Visionary at Nao
Author
Proud Texan in ATL
Your new friend
@ChrisQueso

3. Rockstar Guest Appearance!
Welcome
Yendelela Neely Anderson, Esq.
Kilpatrick Townsend & Stockton LLP

4. What are our goals?
My objectives are:
1. To help you turn your pursuit of your passion
into a compelling story
2. To help you package and distribute your story
3. To help you inspire others to tell their story (and
yours!)

5. What is O.P.E.N.?
• OPPORTUNITY
• PASSION
• EDUCATION
• NETWORKING

6. Do you have a
personal
brand?

7. Should
attorneys
brand
themselves?

8. Exercise #1 // Your One Thing
Email me one sentence that explains
what unique quality, resource, service
or skill set that you bring to the world.
chris@openroutine.com

9. Opportunity // Now
Image courtesy of Gizmodo

10. Opportunity // Wild Cards

11. Opportunity // Bouncing Back

12. Opportunity // Your Hero Moment

13. Opportunity // Yes & No

14. Exercise #2 // Your Destination
Email me your desired end of your brand’s
story. How would you want to be
remembered?
Then complete your story by starting from
the end and finishing in the present.
chris@openroutine.com

15. Passion
is the
of the O.P.E.N. Routine

16. Passion // Finding Yours
You all have found yours. Right? Maybe?
What will keep you working through your body’s desire to sleep?
What would you do every day without monetary compensation?
What activity makes you not care about your comfort zone?
What doesn’t feel like work?
What feels right?
What’s the one thing that makes you feel like nothing else matters?

17. Passion // Your Brand Promise
Your brand promise is a quality service
of value that you provide in a unique
way.
The differentiation of your brand
promise and how it emotionally
resonates with your community are
crucial for personal branding
excellence.
NO PASSION = NO PROMISE

18. Passion // Develop Your Promise
1. Figure out how your passion can solve a
problem.
2. Find people with similar passions who will
help you develop and improve your promise.
3. Test your offering with your community and
thank them for their help.
4. After testing, analyzing feedback, and
tweaking, let the world know about your
offering.
5. Keep tweaking your offerings. There’s
always room for improvement.

19. Exercise #3 // Why?
Email me why you decided to practice law.
Think about the story behind your
important choice to practice law
chris@openroutine.com

20. Education
PASSION
EDUCATION

21. Education // In Practice
Be prepared for the real world.
Yendelela Neely Anderson, Esq.
Kilpatrick Townsend & Stockton LLP

22. Education // In Practice
• Make the first impression count
• Every opinion counts
• Understand and evolve your brand
• Your brand isn’t 9am-5pm
• It’s a game, so play it

23. Education // On Writing
Blogging & Self-Publishing
Each blog post or book that you publish is a
potential channel for someone to reach you.
Great content creates avenues for your readers to
connect with your thoughts.
Resources:
LexBlog.com
CreateSpace.com

24. Education
LEARN
BY
TEACHING

25. Education
NEVER
STOP
LEARNING

26. Networking
Education is about building authority.
Networking is about delivering and
expanding the range of your authority.
AUTHORITY = A TRUSTED BRAND

27. Networking // Classic View
• Conferences
• Classic networking tips -- handshakes, listening, eye
contact, clothing, punctuality, first impressions
• Word of mouth and referrals (your network)
• Think past your business card (focus on doing good
work)
• Networking with influencers and decision makers

28. Networking // Timeless Classics
• 30 Second Elevator Pitch
• It’s never too early to network
• Mentor versus Sponsor

29. Networking // Modern View
• Social media: LinkedIn, Twitter, and Facebook
• Quora.com: The social network built on Q&A
• Tips for social x law (and how to avoid trouble)

30. Networking // Let’s Connect!
Chris Craft
Web: NaoIsNow.com
Email: chris@naoisnow.com
Twitter: @ChrisQueso
Branding Email Community
Enjoy the book!
Print & Digital available on
April 9th, 2013
openroutine.com