Opening Session: The Art and Science of Personal Branding
This year’s conference kicked off with an interactive discussion with marketing professional, author and entrepreneur, Cynthia Johnson, who shared her expertise in how individuals can develop and enhance a strong personal brand for professional success. Michelle Svay, the career development specialist for the Fowler College of Business, moderated the session.
At the top of her presentation, Johnson told the audience that the most important part of personal branding is perspective.
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Johnson told the audience that as you want to build your brand, the next step toward building a brand is setting goals. Using herself as an example, Johnson said that she knew her goal was to start a business, so she volunteered at a number of non-profits to give herself the experience and networking contacts she needed to determine the type of business she wanted to establish.
“I volunteered my way to the top,” Johnson told the audience. “Did you know that the most important people — the most well-connected people — are working with non-profits, and you know what they need? They need people like you. And volunteering lets you try out a number of roles and test the water before you go jumping into creating your content.”
Additionally, said Johnson, you should explore ways to get content by “being out in the world” and be willing to engage with people since they are generally more willing to help students.
“Being a student is a superpower,” she said. “You can email anyone at any business and say, ‘Can I come to this event?’ or ‘Can I sit next to you and take a picture.’ Use what you discover as content.”
In addition to her speaking engagements, Johnson also shares her message as the co-founder of Bell + Ivy, a personal branding agency and the author of “Platform: The Art and Science of Personal Branding.” In her book, she talks about learning how to build and manage your personal brand by creating a strategy that communicates the person you are or the person you want to be.
“Personal branding is built on four main factors: personal proof, social proof, recognition and association,” she wrote. “Each piece is a part of a puzzle and they all work together to tell a story; your story.”
What They’re Saying:
When I changed my major from biochemistry to marketing two years ago, I didn't feel confident at all. Seeing successful women working in business, however, has changed my mind and motivated me to reach higher and work harder. Listening to their stories helped me realize that my dreams could become reality if I put in the effort and tried my best. I can make a difference in the world around me no matter what industry I'm in or major I study.
Jessica Dau
SDSU Marketing Student
