This is a fun 45-minute presentation I did for the Lincoln, NE chapter of the American Marketing Association. Covers five steps to effective personal branding. Also references unicorns and Mr. Peanut.

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:
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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!
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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
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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.
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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
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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
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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