CHAPTER 5

The Brand New Me

This chapter at a glance:

  • Getting SoLoMo ready
  • Start your brand strategy early on
  • Google yourself
  • Remove information you do not want public
  • Stories to get you hired through social media
  • Stories to get you fired through social media
  • Our brand ecosystem

Michelle Phan

Origin: Vietnamese-American

Social Media: YouTube

Her Story: Michelle Phan is a cosmetics entrepreneur who got her start giving makeup application tutorials on YouTube in 2007. In 2011, she told Forbes that she took her inspiration from that painter of happy little trees, the late television painting instructor Bob Ross. Her methods brought her to the attention of Lancôme, the French cosmetics giant, which made her their official video makeup artist ...

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