2 portfolio project 2 devoloping your personal brand canvas

Portfolio Project 2 Developing Your Personal Brand Canvas

1. Portfolio Project 2:
Developing Your
Personal Brand Canvas
By William Johnson

2. Arena My chosen field of work is in
Digital Marketing. I chose this
field because it is a very large
industry and continues to grow.
I believe that this will improve
my chances for success. My
goal is to work for digital
marketing agencies in the North
East region of North America.
These digital marketing
agencies will specialize in PPC,
Social media, Blogging, Seo, and
Affiliate marketing. Their global
reach will extend around the
world.
Programmmesecure. (2019, January 01). How to Start a Digital Marketing Agency? Retrieved February 16, 2019, from https://programesecure.com/how-to-start-a-digital-marketing-agency/

3. Identity
I am someone who
believes in hard work
and setting clear goals. I
am also someone who
believes in developing a
solid plan to reach those
goals. Timeliness and
consistency are of the
utmost importance to
me. What makes me
unique is my creative
mindset. I look at things
objectively to decide the
best approach to a
problem.
Cloudfront.net. (n.d.). Creative Solutions. Retrieved February 16, 2019,
from https://d85wutc1n854v.cloudfront.net/live/products/600x375/
WB08H8462.png?v=1.0

4. Skills 
My skill set currently
consists of good written and
oral communication. This
will be helpful when it
comes to sharing vital
information with employers
and clients. I have a very
vibrant and high energy
personality which will be
reflective in my service. I
believe that this type of
positive attitude will further
foster my creativity. These
skills together will be an
asset to any team.
O*Net Online. (n.d.). 11-2021.00 - Marketing Managers. Retrieved February 16,
2019, from https://www.onetonline.org/link/details/11-2021.00
Brasil brokers. (n.d.). SELEÇÃO BRASIL BROKERS. Retrieved
February 17, 2019, from https://brasilbrokers.com.br/institucional/
selecao-brasil-brokers

5. Profession
I look at problems
differently which
allows me to come up
with solutions that are
outside of the box. I
believe that it is this
specific quality that will
help me to stand out
from among others. I
believe that creativity
and innovation is key to
staying ahead of the
competition.
Internationalos.com. (n.d.). International SOS' global services include
affordable medical, safety and security planning; preventative
programs; in-country expertise and emergency response for more
than 9,000 clients worldwide. Retrieved February 16, 2019, from
https://www.internationalsos.com/us/travel-risk-management/travel-
risk-management-program

6. Credentials
What makes me
credible is my long
work history. I have a
work history of over
25 years with the last
21 of those years
spent working for the
same employer.
Although, my job
duties were some
what different, I
believe that the core
values of most
employers are the
same. Some of these
are dependability,
flexibility, and
initiative.
O*Net Online. (n.d.). 11-2021.00 -
Marketing Managers. Retrieved February
16, 2019, from https://www.onetonline.org/
link/details/11-2021.00
Factum Ltd. (n.d.). Dependability. Retrieved February 16, 2019,
from http://www.factumltd.com/about-us/principles/
dependability/

7. Promise
My promise to my clients/
employers is to find effective
solutions to their marketing
and promotional needs. I
will use cutting edge
analyzation marketing
techniques to determine a
specific plan of action for my
client/employer. I will strive
to meet goals with timeliness
and excellence making my
client/employers satisfaction
my highest priority. I will
always communicate with
honesty and the highest level
of integrity.
Handshaking: Stock Photos by Canva. (n.d.). Retrieved February 16, 2019,
from https://www.canva.com/photos/tag/handshaking/
A Brand is a Promise: 3 great examples of strong brands that make strong promises.
(2013, June 07). Retrieved February 16, 2019, from http://www.billmarshjr.com/a-brand-
is-a-promise-3-great-examples-of-strong-brands-that-make-strong-promises/

8. Positioning 
What sets me a part from my
competition is my ability to
look at problems from my
clients/employers perspective.
Most people will look at issues
from their own perspective. I
also know how to effectively
blend today’s cutting edge
marketing technology with a
personal humanistic touch.
Bringing the best of both
worlds together. My
competitor’s tend to lean on
technology and lack the human
element or vice versa. I have
over 20 years of experience
working in an environment
that taught problem solving
and continuous improvement.
While most of my competitor’s
are still trying to figure things
out.
5 Easy Ways To Stand Out To Employers. (n.d.).
Retrieved February 16, 2019, from https://
www.workitdaily.com/ways-stand-out-employers/
Bed Bug Mutts. (n.d.). Early bed bug detection | show me the bed bug | Bed Bug Mutts. Retrieved
February 17, 2019, from https://bedbugmutts.com/why-we-are-different/

9. Audience
The potential clients or employers that need to
know me, are those that have a need for
marketing expertise in various areas. These
include areas like online product or service
promotion and advertising. Customers are
influenced by digital trends and media.
Employers are influenced by the digital market
and competition. My audience will be those that
live and work with the world of media and
technology. These individuals are interested in
tech stories and articles that resonate with them.
Most of their opinions are based on online media
perception and culture view. These individuals
engage in social events and gatherings. They
discuss market related topics. They spend a lot of
their time on social media.
5 Easy Ways To Stand Out To Employers. (n.d.). Retrieved February 16, 2019, from https://
www.workitdaily.com/ways-stand-out-employers/
Bangera, M., & Bangera, M. (2018, January 09). How to create the right target audience for
your Facebook ad. Retrieved February 17, 2019, from https://medium.com/
@manjunath2137/how-to-create-the-right-target-audience-for-your-facebook-ad-9b5ed562b35f

10. I will gain the attention of my
future employer and clients by
showing them work done for
previous clients of my unique
and cost-effective results
achieved. I will build a strong
relationship with my audience
by consistently putting out
content that is important to
them. I will put out content
about trending marketing
techniques and get feedback
from my audience to further
target my message toward their
needs. I will attend events like
Impact Live and other well-
known marketing events to
learn new and creative
marketing ideas. I also will
build new relationships with
other experts in my industry.
Networking & Marketing 
Talent Scoop. (n.d.). 7 Steps to Increase Your Network at Digital Marketing Events. Retrieved
February 17, 2019, from https://www.24seventalent.com/blog/2017/09/28/7-steps-to-increase-
your-network-at-digital-marketing-events/

11. My competitors may be other
graduates with the same skill set
or other entrepreneurs with
establish businesses. Some
groups of these recent Marketing
graduates on LinkedIn are: The
Graduate Marketing Association -
NYU Stern and Full Sail
University Internet Marketing
group. Some of the individuals
that I will be competing with will
be recent graduates like: Dana
Cohen of Atlanta, GA who
graduated with a B.A. of
computer science in 2018 and
Estella Kim of Rochester, NY who
recently graduated with a B.A. in
computer science in 2017. I
believe that with my long history
of work experience and my
problem-solving skills, I will yet
be able to outperform my
competition.
Competitors  
Professional Car Wash and Detailing. (2016, October 31). Stay ahead of carwash competition. Retrieved February 17,
2019, from https://www.carwash.com/stay-ahead-carwash-competition/
LinkedIn. (n.d.). Marketing graduate BS of computer science of 2018. Retrieved
February 17, 2019, from https://www.linkedin.com/search/results/people/?
keywords=marketing graduate BS of computer science of 2018
&origin=GLOBAL_SEARCH_HEADER

12. I believe that I need to improve upon
my understanding of some aspects of
digital marketing such as analytics
and PPC. I will go about making
these improvements by continuing
my current education and by
continuing that education after
graduating. In order to stand out
from the competition I need to hone
my ability to find my target market,
develop the message that resonates
with them, and scale it up. I will seek
the help of a digital marketing
business professional to mentor me
either through networking or from
that current employer that I will be
working for. I will dedicate at least 20
hours a week to learning new skills
until I become proficient.
Professional Development 
ASBMBTODAY. (n.d.). Advice for new graduates. Retrieved
February 17, 2019, from http://www.asbmb.org/asbmbtoday/
201505/ProfessionalDevelopment/
Art Works Jax. (n.d.). 2 Guys. Retrieved February 17,
2019, from https://atworkjax.files.wordpress.com/
2013/05/2guys.jpg

13. I want to achieve a stable and
trustworthy reputation for my
business by developing my personal
brand. I want to be recognized for
my solid business practices and
excellent service. I am seeking to
grow my brand awareness and
improve my professional image by
developing targeted social media
sites across the web. The purpose
for my personal branding endeavors
is to create a social buzz about my
business. It is also to create solid
professional relationships with
other brands that could help to
improve my own.
I plan on building awareness for my
brand by creating content
specifically targeted to my online
audience. I will ask for feedback and
consistently publish branded
content based on my audience’s
response using social media
platforms like LinkedIn and
Facebook.  I will increase my online
presence on social media by 60% by
December 31, 2020.
Goals
Martial Arts Training. (n.d.). Martial Arts Training Crestview, FL - Children
Martial Arts Crestview, FL. Retrieved February 17, 2019, from https://
gordonmartialarts.com/safety/martial-arts-goal-setting/

14. Reference
5 Easy Ways To Stand Out To Employers. (n.d.). Retrieved February 16, 2019, from https://www.workitdaily.com/ways-stand-out-employers/
A Brand is a Promise: 3 great examples of strong brands that make strong promises. (2013, June 07). Retrieved February 16, 2019, from http://www.billmarshjr.com/a-brand-is-a-promise-3-great-examples-of-strong-
brands-that-make-strong-promises/
Art Works Jax. (n.d.). 2 Guys. Retrieved February 17, 2019, from https://atworkjax.files.wordpress.com/2013/05/2guys.jpg
ASBMBTODAY. (n.d.). Advice for new graduates. Retrieved February 17, 2019, from http://www.asbmb.org/asbmbtoday/201505/ProfessionalDevelopment/
Bangera, M., & Bangera, M. (2018, January 09). How to create the right target audience for your Facebook ad. Retrieved February 17, 2019, from https://medium.com/@manjunath2137/how-to-create-the-right-
target-audience-for-your-facebook-ad-9b5ed562b35f
Brasil brokers. (n.d.). SELEÇÃO BRASIL BROKERS. Retrieved February 17, 2019, from https://brasilbrokers.com.br/institucional/selecao-brasil-brokers
Bed Bug Mutts. (n.d.). Early bed bug detection | show me the bed bug | Bed Bug Mutts. Retrieved February 17, 2019, from https://bedbugmutts.com/why-we-are-different/ Cloudfront.net. (n.d.). Creative Solutions.
Retrieved February 16, 2019, from https://d85wutc1n854v.cloudfront.net/live/products/600x375/WB08H8462.png?v=1.0
Factum Ltd. (n.d.). Dependability. Retrieved February 16, 2019, from http://www.factumltd.com/about-us/principles/dependability/
Handshaking: Stock Photos by Canva. (n.d.). Retrieved February 16, 2019, from https://www.canva.com/photos/tag/handshaking/
Internationalos.com. (n.d.). International SOS' global services include affordable medical, safety and security planning; preventative programs; in-country expertise and emergency response for more than 9,000
clients worldwide. Retrieved February 16, 2019, from https://www.internationalsos.com/us/travel-risk-management/travel-risk-management-program
LinkedIn. (n.d.). Product Marketing Manager from Dynatrace. Retrieved February 16, 2019, from https://www.linkedin.com/jobs/view/1052113501/
LinkedIn. (n.d.). Marketing graduate BS of computer science of 2018. Retrieved February 17, 2019, from https://www.linkedin.com/search/results/people/?keywords=marketing graduate BS of computer science of
2018 &origin=GLOBAL_SEARCH_HEADER
Martial Arts Training. (n.d.). Martial Arts Training Crestview, FL - Children Martial Arts Crestview, FL. Retrieved February 17, 2019, from https://gordonmartialarts.com/safety/martial-arts-goal-setting/
O*Net Online. (n.d.). 11-2021.00 - Marketing Managers. Retrieved February 16, 2019, from https://www.onetonline.org/link/details/11-2021.00
Portfolio. (n.d.). Positive Thinking. Retrieved February 16, 2019, from http://lineo.co.uk/en/portfolio/positive-thinking/
Professional Car Wash and Detailing. (2016, October 31). Stay ahead of carwash competition. Retrieved February 17, 2019, from https://www.carwash.com/stay-ahead-carwash-competition/
Programmmesecure. (2019, January 01). How to Start a Digital Marketing Agency? Retrieved February 16, 2019, from https://programesecure.com/how-to-start-a-digital-marketing-agency/
Quick Sprout. (n.d.). The Complete Guide to Building Your Personal Brand – Chapter 2. Retrieved February 17, 2019, from https://www.quicksprout.com/the-complete-guide-to-building-your-personal-brand-
chapter-2/
Talent Scoop. (n.d.). 7 Steps to Increase Your Network at Digital Marketing Events. Retrieved February 17, 2019, from https://www.24seventalent.com/blog/2017/09/28/7-steps-to-increase-
Reference