Release Management Authors: Liz McMillan, Jnan Dash, Lori MacVittie, Gilad Parann-Nissany, Carmen Gonzalez

Related Topics: Release Management , ColdFusion, Adobe Flex, Agile Computing

Release Management : Article

Personal Branding Checklist

Personal branding is a continual process just as knowing yourself is a continual process

This is a checklist of items you need for an all-encompassing personal branding strategy. Personal branding is the process of marketing and selling yourself as a brand in order to gain success in business. Personal branding is a continual process just as knowing yourself is a continual process. As you grow, so does your brand. The need for personal branding arises from the fact that globalization has increased competition in the workplace. As the wheat is separated from the chaff, if you are left standing, you are left standing with others of good caliber. The playing field is now that much more challenging since your competition is as good as, or better, than you.

To paraphrase David Samuel, the bloke who got me into personal branding after I saw him speak a few years ago; he spoke about of why you need personal branding. His audience was a group from a large telecom:

"If we were to classify people based on aptitude, they are As, Bs, Cs, and Ds. Because of globalization the Cs and Ds have been outsourced. They're gone. All that's left is you. You are now in competition with a bunch of As and Bs. You are now clamoring for attention amongst a talented group of people. How do you now get noticed? How can you shine and be recognized for additional opportunities? How can you be successful when everyone around you is just as talented, or more so, than you? If everyone around you is capable and of A or B caliber, how do you compete with that?"

You build a personal brand and sell it. You sell not just yourself, but your brand, to your superiors, or clients in the case of contractors and consultants.

The same reason people buy Coke instead of Pepsi, or American Eagle instead of Abercrombie & Fitch where the products are extremely similar, is because of the brand. The public perception of the company's product is created and marketed in such a way as to enhance the product, or even be the product. Soda is soda, pop is pop for those of us with less-sensitive taste buds. The similarities end, however, when you compare Coke versus Pepsi. Even taste tests are meaningless; it's the brand that sells it.


  1. Know what you want
  2. Be able to articulate what you do
  3. Elevator pitch
  4. Be positive
  5. Have a blog / website / MySpace, or other online presence
  6. Business card
  7. Multiple e-mail addresses
  8. Phone
  9. Signature
  10. Logo
  11. Personal logo
  12. More than one resume
  13. Mentor
  14. Networking outlets / contacts
  15. Wardrobe style
  16. Multiple IM accounts
  17. Alias
  18. Mantra
  19. Speaking and PowerPoint template
  20. Passion

Let's start with some brief definitions.

Checklist Definitions

  1. Know what you want: Identify what you want, and start walking toward it.
  2. Be able to articulate what you do: When someone asks what you do, answer them immediately with a clear, concise, and confident response.
  3. Elevator pitch: Be able to describe who you are and what you do in the time it takes to ride an elevator.
  4. Be positive: Be positive.
  5. Business card: A 3x5 piece of paper or mini-CD that has your personal contact information clearly printed on it.
  6. Have a blog / Website / MySpace, or other online presence: Get your brand online.
  7. Multiple e-mail addresses: Get more than one e-mail address.
  8. Phone: Get a phone.
  9. Signature: Your signature is who you are, your title, and your contact information. You should put this on everything you touch.
  10. Logo: A visual image that positively identifies your brand.
  11. Personal goals: Set goals for yourself that help you reach what you want.
  12. More than one resume: Customize your resume to the potential employer or client.
  13. Mentor: Find a guru and have them teach you.
  14. Networking outlets / contacts: Continually develop your network by attending industry meetings and conferences.
  15. Wardrobe style: When you are going to be near people who you wish to sell your brand to, dress to impress.
  16. Multiple IM accounts: Get more than one IM account.
  17. Alias: Obtain a positive nickname.
  18. Mantra: Collect sayings that enforce your brand.
  19. Speaking and PowerPoint template: Speak about what you do and have a hot-looking PowerPoint template to show.
  20. Passion: Love what you do.

Thorough Definitions
Now, let's get more thorough in our definitions.

1  Know What You Want
The most important thing is to know what you want. If you have a clearly identified target of desire, you can walk that path with confidence.

One of the biggest problems with management is the delegation process; the process where someone in the position of authority asks someone else they are in charge of to accomplish a task. The delegation process is a series of steps that must be followed in order to ensure success. The first step is personal: "Know what you want." If you don't know what you want, you cannot articulate to others how to accomplish the task, because you don't know what it is. You are setting them up to fail because you cannot define success. If you don't know what you want, you'll be walking in aimlessly with no purpose.

Identify what you want, and start walking towards it.

2  Be Able to Articulate What You Do
When advertising a product, people need to be able to identify what the product is to garner context. Sometimes this works in reverse where by not advertising the purpose, you create a mystique that has been proven effective. This doesn't work, however, when you are meeting someone new for the first time, and they ask what you do. Simply saying, "Jesse Warden, man of mystery" doesn't accurately portray what I do. The business world revolves around work. While jobs may decrease, the amount of work will not; there is always work to be done. You are a cog in the machine, whether corporate or independent, and you want to sell yourself as an effective part of that whole.

By giving a clear, concise description of what you do, the other party immediately can identify an applicable value if any. If they are a potential employer or client, you want them to have this clear impression of you. If they don't have an immediate need for your skills, they may later. They will remember you and what you do later if you left a good and clear first impression. "I remember that networking engineer that I met at that conference; she'd be a good candidate for this opportunity."

The interest in what you do is at its apex when the other party asks; be ready to immediately answer, and thus take the most advantage of it. This also sometimes spawns additional conversation, which in turn leads to more rapport-building opportunities.

If you cannot articulate what you do, others will perceive it negatively. It doesn't matter if you're the hottest C++ programmer out there; if the other party doesn't get that from your description, they have no knowledge of that. They'll think things like: "He's some type of developer." If a C++ job comes up, they are more apt to immediately think of the person who accurately described that they coded C++ first.

"What do you do?"

"Yeah, I like do computer stuff..."


"What do you do?"

"I live, eat, and sleep programming in C."

In addition, not being able to articulate what you do presents a host of other negative perceptions. It makes you sound inarticulate. Communication is key in globalization and in business in general. It's a flawed process to begin with; someone who is good at it immediately has perceived value and personified charisma. Finally, trust is conveyed if you quickly and confidently describe what you do.

When someone asks what you do, answer them immediately with a clear, concise, and confident response.

3  Elevator Pitch
Now that you know what to say, how do you say it? You use an elevator pitch. An elevator pitch is a short description of who you are, what you do, and it's spoken in the time it takes to ride in an elevator with someone - usually three sentences. They are designed to be short so you can quickly and effectively describe who you are and what you do. If you meet an important person in passing and are in the elevator, this is one scenario. Another is when someone, who may have a potential opportunity for you, is at a conference or meeting. You could utilize the 20 seconds after the meeting to introduce yourself and create a good, informative first impression in a limited timeframe. It's called a pitch because you are trying to sell yourself to the other person. That also means this can change depending on who you are talking to. Just like sales pitches can change based on the audience and demographic, so to can elevator pitches. It helps if you can figure out a little about the other person before you give your pitch. You often can't, so don't plan on it. If you can, make the most of it.

More Stories By Jesse Randall Warden

Jesse R. Warden, a member of the Editorial Board of Web Developer's & Designer's Journal, is a Flex, Flash and Flash Lite consultant for Universal Mind. A professional multimedia developer, he maintains a Website at jessewarden.com where he writes about technical topics that relate to Flash and Flex.

Comments (3) View Comments

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.

Most Recent Comments
rampersad 08/23/09 11:40:00 AM EDT

Have You Created an Authentic Personal Brand?
In life, as in business, branding is more effective, powerful and sustainable than marketing and sales, and an effective way to best the competition. It’s about influencing others, by creating a brand identity that associates certain perceptions and feelings with that identity....READ MORE

Wendy 06/30/09 01:36:00 PM EDT

Mostly good points.

I disagree with your last statement, "Even taste tests are meaningless; it's the brand that sells it."

Taste does matter and buying decisions are not always based on how the product is being marketed. Taste tests have a place in product development as well as marketing and advertising.

Branding and marketing can be important, but they are not the ultimate basis for all buying decisions.

Yakov Fain 12/25/06 10:56:05 AM EST

Nice article, Jesse!

After reading it online, I noticed a short bio under it, which reads:

"Jesse R. Warden, a member of the Editorial Board of Web Developer's & Designer's Journal, is Flex, Flash and Flash Lite consultant for Universal Mind. A professional multimedia developer, he maintains a website at jessewarden.com where he writes about technical topics that relate to Flash and Flex."

If some hiring manager will read one of your other articles followed by this BIO, s/he may be wondering, "Is Jesse a Flex dude, Flash consultant or a journalist writing for WebDDJ?"

What do you think? Should you brand yourself just as "Jesse Warden Flex developer"? Should you have just one blog that presents you as such? What if you also like biking and would love to blog about it? Are you allowed to have another, personal blog where you will use different (street) language or it may hurt your main brand?

@ThingsExpo Stories
The Internet of Things (IoT), in all its myriad manifestations, has great potential. Much of that potential comes from the evolving data management and analytic (DMA) technologies and processes that allow us to gain insight from all of the IoT data that can be generated and gathered. This potential may never be met as those data sets are tied to specific industry verticals and single markets, with no clear way to use IoT data and sensor analytics to fulfill the hype being given the IoT today.
SYS-CON Events announced today that Transparent Cloud Computing (T-Cloud) Consortium will exhibit at the 19th International Cloud Expo®, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. The Transparent Cloud Computing Consortium (T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data proces...
SYS-CON Events announced today that MathFreeOn will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. MathFreeOn is Software as a Service (SaaS) used in Engineering and Math education. Write scripts and solve math problems online. MathFreeOn provides online courses for beginners or amateurs who have difficulties in writing scripts. In accordance with various mathematical topics, there are more tha...
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smar...
@ThingsExpo has been named the Top 5 Most Influential Internet of Things Brand by Onalytica in the ‘The Internet of Things Landscape 2015: Top 100 Individuals and Brands.' Onalytica analyzed Twitter conversations around the #IoT debate to uncover the most influential brands and individuals driving the conversation. Onalytica captured data from 56,224 users. The PageRank based methodology they use to extract influencers on a particular topic (tweets mentioning #InternetofThings or #IoT in this ...
SYS-CON Events announced today that SoftNet Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and ...
SYS-CON Events announced today that Niagara Networks will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Niagara Networks offers the highest port-density systems, and the most complete Next-Generation Network Visibility systems including Network Packet Brokers, Bypass Switches, and Network TAPs.
SYS-CON Events announced today that Embotics, the cloud automation company, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Embotics is the cloud automation company for IT organizations and service providers that need to improve provisioning or enable self-service capabilities. With a relentless focus on delivering a premier user experience and unmatched customer support, Embotics is the fas...
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and ...
Virgil consists of an open-source encryption library, which implements Cryptographic Message Syntax (CMS) and Elliptic Curve Integrated Encryption Scheme (ECIES) (including RSA schema), a Key Management API, and a cloud-based Key Management Service (Virgil Keys). The Virgil Keys Service consists of a public key service and a private key escrow service. 

Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
Fifty billion connected devices and still no winning protocols standards. HTTP, WebSockets, MQTT, and CoAP seem to be leading in the IoT protocol race at the moment but many more protocols are getting introduced on a regular basis. Each protocol has its pros and cons depending on the nature of the communications. Does there really need to be only one protocol to rule them all? Of course not. In his session at @ThingsExpo, Chris Matthieu, co-founder and CTO of Octoblu, walk you through how Oct...
Fact is, enterprises have significant legacy voice infrastructure that’s costly to replace with pure IP solutions. How can we bring this analog infrastructure into our shiny new cloud applications? There are proven methods to bind both legacy voice applications and traditional PSTN audio into cloud-based applications and services at a carrier scale. Some of the most successful implementations leverage WebRTC, WebSockets, SIP and other open source technologies. In his session at @ThingsExpo, Da...
In past @ThingsExpo presentations, Joseph di Paolantonio has explored how various Internet of Things (IoT) and data management and analytics (DMA) solution spaces will come together as sensor analytics ecosystems. This year, in his session at @ThingsExpo, Joseph di Paolantonio from DataArchon, will be adding the numerous Transportation areas, from autonomous vehicles to “Uber for containers.” While IoT data in any one area of Transportation will have a huge impact in that area, combining sensor...
@ThingsExpo has been named the Top 5 Most Influential M2M Brand by Onalytica in the ‘Machine to Machine: Top 100 Influencers and Brands.' Onalytica analyzed the online debate on M2M by looking at over 85,000 tweets to provide the most influential individuals and brands that drive the discussion. According to Onalytica the "analysis showed a very engaged community with a lot of interactive tweets. The M2M discussion seems to be more fragmented and driven by some of the major brands present in the...
If you had a chance to enter on the ground level of the largest e-commerce market in the world – would you? China is the world’s most populated country with the second largest economy and the world’s fastest growing market. It is estimated that by 2018 the Chinese market will be reaching over $30 billion in gaming revenue alone. Admittedly for a foreign company, doing business in China can be challenging. Often changing laws, administrative regulations and the often inscrutable Chinese Interne...
SYS-CON Events announced today that Pulzze Systems will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Pulzze Systems, Inc. provides infrastructure products for the Internet of Things to enable any connected device and system to carry out matched operations without programming. For more information, visit http://www.pulzzesystems.com.
In the next forty months – just over three years – businesses will undergo extraordinary changes. The exponential growth of digitization and machine learning will see a step function change in how businesses create value, satisfy customers, and outperform their competition. In the next forty months companies will take the actions that will see them get to the next level of the game called Capitalism. Or they won’t – game over. The winners of today and tomorrow think differently, follow different...
One of biggest questions about Big Data is “How do we harness all that information for business use quickly and effectively?” Geographic Information Systems (GIS) or spatial technology is about more than making maps, but adding critical context and meaning to data of all types, coming from all different channels – even sensors. In his session at @ThingsExpo, William (Bill) Meehan, director of utility solutions for Esri, will take a closer look at the current state of spatial technology and ar...
The Open Connectivity Foundation (OCF), sponsor of the IoTivity open source project, and AllSeen Alliance, which provides the AllJoyn® open source IoT framework, today announced that the two organizations’ boards have approved a merger under the OCF name and bylaws. This merger will advance interoperability between connected devices from both groups, enabling the full operating potential of IoT and representing a significant step towards a connected ecosystem.