The document discusses personal branding and crafting a digital personal brand. It defines personal branding as marketing oneself and one's career as a brand. It emphasizes the importance of personal branding for getting jobs, funding, and clients. It provides a three step process for crafting a digital personal brand: defining yourself, auditing your online presence, and promoting your brand through networking.

1. CRAFTING THE DIGITAL YOU
American Marketing Association
Fashion Institute of Technology
April 16, 2015
Nunzio Esposito
PERSONAL BRANDING

2. NUNZIO ESPOSITO
CREATIVE DIRECTOR &
PROFESSOR at FIT + NYU
@nownunz
CRAFTING THE DIGITAL YOU – @NOWNUNZ

3. A FORCED DETOUR
BACKGROUND

4. CRAFTING THE DIGITAL YOU – @NOWNUNZ

5. 138 CHARACTERS
SUMMARY
Living Life + Style, Roadie, YoungTimer, Cyclist,
Creative Director at @HookandLoopNYC, FIT + NYU
Professor, & Haribo Snob. #InforRhythm
CRAFTING THE DIGITAL YOU – @NOWNUNZ

6. BRANDING IS MORE IMPORTANT
THAN EVER. THERE IS JUST SO MUCH
CLUTTER AND NOISE OUT THERE.
HOW DO YOU STAND OUT?
CRAFTING THE DIGITAL YOU – @NOWNUNZ

7. PERSONAL BRANDING
DEFINITION
CRAFTING THE DIGITAL YOU – @NOWNUNZ

8. PERSONAL BRANDING
DEFINITION
The practice of people marketing themselves and their
careers as brands. Essentially the ongoing process of
establishing a prescribed image or impression in the mind
of others about an individual, group or organization.
CRAFTING THE DIGITAL YOU – @NOWNUNZ

9. WHY IS IT IMPORTANT?

10. THE HUNT
MUCHO IMPORTANTE
GETTING A JOB FIND FUNDING GET CLIENTS
Google, the company where just about everyone would
love to work, gets over a million job applications each year
and reportedly only hires .4 - .5% of applicants.
CRAFTING THE DIGITAL YOU – @NOWNUNZ

11. THE HUNT
MUCHO IMPORTANTE
GETTING A JOB FIND FUNDING GET CLIENTS
There are several million “startups” that are formed each year,
roughly 1,500 startups get funded by venture capitalists in the US,
and 50,000 by angel investors. VCs look at around 400 companies
for every one in which they invest; angels look at 40.
CRAFTING THE DIGITAL YOU – @NOWNUNZ

12. THE HUNT
MUCHO IMPORTANTE
GETTING A JOB FIND FUNDING GET CLIENTS
It takes time to make a business work. Roughly Three years to
start to become profitable. In the first year you lose money.
During the second year you break even. The Third year there
should be income.
CRAFTING THE DIGITAL YOU – @NOWNUNZ

13. BECOME KNOWN
THE NEED
Just like you follow your favorite brands–you want YOUR
BRAND to be recognizable, engaging, and unique.
CRAFTING THE DIGITAL YOU – @NOWNUNZ

14. THROW YOUR HESITATION OUT
THE WINDOW AND GET CRANKING
IT IS A MUST HAVE
CRAFTING THE DIGITAL YOU – @NOWNUNZ

15. DEFINE YOU
STEP ONE
CRAFTING THE DIGITAL YOU – @NOWNUNZ

16. THE CHALLENGE

17. ASK YOURSELF QUESTIONS
DEFINE YOU
1) What do you want others to think?
2) When I hear my name what comes to mind?
3) What is my core focus or area-of-interest?
CRAFTING THE DIGITAL YOU – @NOWNUNZ

18. WHERE TO START
DEFINE YOU
Think of it like a class project or client request.
PERSONA AUDIENCE CHANNELS
KEY MESSAGE VISUALS TOV
CRAFTING THE DIGITAL YOU – @NOWNUNZ

19. THINK 160
DEFINE YOU
Convey who you are and your interests by
the limitations set by Twitter. That bio not
only works for many social accounts, but
helps to craft your quick bio.
The world is communicating in short-form, so embrace the
limitations and craft your summary.
CRAFTING THE DIGITAL YOU – @NOWNUNZ

20. CRAFTING THE DIGITAL YOU – @NOWNUNZ
EMBRACE THE SELFIE
DEFINE YOU
You will need a key visual that can
help align all your channels so that
you become recognizable.
Totally cool to use an Instagram photo and not a professional photo.
Remember make it feel REAL.

21. CRAFT YOUR FUTURE
DEFINE YOU
This is your chance to define your future or next chapter in
life. Focus on the power of perceptions. It is the digital
frontier. It’s limitless.
CRAFTING THE DIGITAL YOU – @NOWNUNZ

22. EMBRACE YOUR INDIVIDUALITY.
IT’S YOUR DIFFERENTIATOR.
AUTHENTICITY
CRAFTING THE DIGITAL YOU – @NOWNUNZ

23. SELECT A NAME, A DIGITAL
NAME. OWN IT. LOVE IT. USE IT.
CLAIM YOUR SPOT
CRAFTING THE DIGITAL YOU – @NOWNUNZ

24. SERP IS TODAY’S BUSINESS CARD
DOMAIN & HANDLE

25. DON’T FORCE IT; FOCUS ON
WHAT COMES NATURAL. DO YOU.
ALIGN YOUR GOALS
CRAFTING THE DIGITAL YOU – @NOWNUNZ

26. AUDIT YOUR ECO-SYSTEM
STEP TWO
CRAFTING THE DIGITAL YOU – @NOWNUNZ

27. THE PLAN

28. MAP OUT YOUR CHANNELS
AUDIT YOUR ECO-SYSTEM
SOCIAL
PERSONAL
WEBSITE
SEARCH
MARKETING
WORK EXPERIENCE
NETWORKING
Your
BRAND
LEAD GEN
C
O
NTENT
CON
TENT
CRAFTING THE DIGITAL YOU – @NOWNUNZ

29. AUDIT YOUR ECO-SYSTEM
BUILD A HOME

30. THE FOUNDATION
AUDIT YOUR ECO-SYSTEM
CRAFTING THE DIGITAL YOU – @NOWNUNZ

31. BLOGGING ISN’T A CHOICE
AUDIT YOUR ECO-SYSTEM

32. CONTENT TYPES
AUDIT YOUR ECO-SYSTEM
Only adopt what feels natural to you. Find your voice.
LONG FORMAT EDITORIAL VIDEO
LIVE PICTORIAL TRUNCATED
CRAFTING THE DIGITAL YOU – @NOWNUNZ

33. CRAFTING THE DIGITAL YOU – @NOWNUNZ
CHOOSE WISELY
AUDIT YOUR ECO-SYSTEM
Social media is a powerful outlet for
you to establish your brand. Select the
ones that fit your brand’s voice.
Its imperative that you continue to keep this channels updated.
Remember any person doing an interview has already checked these.

34. AUDIT YOUR ECO-SYSTEM
POWER UP LINKEDIN

35. AUDIT YOUR ECO-SYSTEM
SET UP GOOGLE ALERTS

36. CRAFTING THE DIGITAL YOU – @NOWNUNZ
EMBRACE NEW TECH
AUDIT YOUR ECO-SYSTEM
The digital landscape is continuing to grow
and refine and communicate differently.
Embrace what fits your brand.
If your into video then use it, its an amazing piece of content which
has the highest level of engagement and can capture your personality.

37. THE APPROACH
AUDIT YOUR ECO-SYSTEM

38. DEEP FOCUS ON CONTENT.
YOU ARE WHAT YOU PUBLISH.
THOUGHT-LEADER
CRAFTING THE DIGITAL YOU – @NOWNUNZ

39. STICK TO THE PLAN.
STAY FOCUSED
CRAFTING THE DIGITAL YOU – @NOWNUNZ

40. PIMP YOURSELF OUT
STEP THREE
CRAFTING THE DIGITAL YOU – @NOWNUNZ

41. 41
EMBRACE NETWORKING

42. NETWORKING 101
PIMP YOURSELF OUT
Online or Offline, start networking.
1) Explore & organize your existing network
2) Join up - in person or online
3) Make yourself known - don’t go dormant
4) Don’t be shy - get out there
5) Get social, professionally speaking
6) Follow-up - keep the connections
CRAFTING THE DIGITAL YOU – @NOWNUNZ

43. CRAFTING THE DIGITAL YOU – @NOWNUNZ
MAKE CONNECTIONS
PIMP YOURSELF OUT
Align your personal brand with current
students, future companies you want to
work for, work colleagues, etc. Connect.
When you get a new connection, don’t leave it hanging. Strike up a
conversion and make it known that you are aware.

44. POSITION OF POWER
PIMP YOURSELF OUT
Become a leader and then take action. Think about the types
of clubs, associations, online forums, internships, class projects,
and stand out. Own it–your chance to position yourself.
CRAFTING THE DIGITAL YOU – @NOWNUNZ

45. STAY CONSISTENT
PIMP YOURSELF OUT
In the beginning, its okay to test out the waters as you grow
your brand. Eventually you will need to decide. Once you
find the right combination or combinations, stick with it.
CRAFTING THE DIGITAL YOU – @NOWNUNZ

46. GET BOLD, GET FOUND
PIMP YOURSELF OUT
Once you have your eco-system or hub set, time to drive
it home. Think about seeing if you can guest blog on
sites that are aligned with your brand or area of interest.
Creates good amounts of traffic to your website and positions you as a
leader within that area. Even leaving comments on posts is a start.
CRAFTING THE DIGITAL YOU – @NOWNUNZ

47. PIMP YOURSELF OUT
WATCH THE QUERIES

48. PIMP YOURSELF OUT
WATCH THE TRAFFIC

49. REMEMBER THE OLD-SKOO
PIMP YOURSELF OUT
The list of items that go beyond the digital needs.
1) Printed Resume
2) Business Card
3) Dressed for Role
4) Interview Prep
5) List of Questions
6) Mindset
CRAFTING THE DIGITAL YOU – @NOWNUNZ

50. YOUR WEBSITE IS YOUR
PERSONALITY & QUALITIES.
THE CORE
CRAFTING THE DIGITAL YOU – @NOWNUNZ

51. YOUR CONTENT IS YOUR VOICE
TIME STAMPED FOR ETERNITY.
THE CONTENT
CRAFTING THE DIGITAL YOU – @NOWNUNZ

52. YOUR LINKEDIN PROFILE
IS YOUR RESUME.
CREDENTIALS
CRAFTING THE DIGITAL YOU – @NOWNUNZ

53. YOUR NETWORK IS YOUR
DIGITAL VALUE. BUILD IT.
YOUR REACH
CRAFTING THE DIGITAL YOU – @NOWNUNZ

54. YOUR DIGITAL REPUTATION IS
YOUR REPUTATION.
CRAFTING THE DIGITAL YOU – @NOWNUNZ

55. LET IT RIP.
Q&A
CRAFTING THE DIGITAL YOU – @NOWNUNZ