Your SlideShare is downloading. ×
0
A Guide to Personal Branding
By Danielle Look
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
What is a personal
brand?
(and why do you need one?)
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
What is a personal brand?
» The process by which we m...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
What is a personal brand?
» A collection of perceptio...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
Inform
Help
Promoteothers
Promote Others/ Inform
Help...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
What is a personal brand?
» A collection of perceptio...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
What is a personal brand?
» A collection of perceptio...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
What is a personal brand?
» A brand is a collection o...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
Define Your
Personal Brand
» What do you want to be k...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
Build a Personal Brand, Not Just a
Career
» Your bran...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
Build a Personal Brand, Not Just a
Career
» Your bran...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
Build a Personal Brand, Not Just a
Career
» Your bran...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
What ARE you passionate about?
» What interests you s...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
What ARE you passionate about?
What kind of work do
y...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
» Connectors
What role do you play?
» Mavens
» Salesp...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
» Connectors
What role do you play?
» Mavens
» Salesp...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
» Connectors
What role do you play?
» Mavens
» Salesp...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
» Connectors
What role do you play?
» Mavens
» Salesp...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
"The success of any kind of social
epidemic is heavil...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
AmplifyYour
Personal Brand
» Making sure you’re seen ...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
What now?
» Legitimize your claims
» Amplify your wor...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
Build Your Branding Toolkit
» business cards
» resume...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
Networking Cards
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
Resume & Portfolio
Update! Update!Update!
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
Blog/Website
» Why do I need to blog?
» What if I can...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
LinkedIn
» Who to connect with?
» What to put in my h...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
LinkedIn
» Who to connect with?
» What to put in my h...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
LinkedIn
» Who to connect with?
» What to put in my h...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
LinkedIn (Continued)
“I am detail oriented.”
“I opera...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
Facebook
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
Twitter
Private
Twitter
accounts
Auto DMs &
auto foll...
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
The Final Three
Email Address
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
The Final Three
Video Resume
@drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
The Final Three
Wardrobe
A Guide to Personal Branding
By Danielle Look
Upcoming SlideShare
Loading in...5
×

Personal Branding 101

563

Published on

Understanding what a personal brand is, why it's important to root your brand in your passion, and using social media to amplify your brand.

Published in: Career, Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
563
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
13
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Get them to answer before moving to next slide
  • I’ve got several definitions to work though. Here’s one.
  • This lady is recognized as a leader in personal branding. How is she marketing herself?Professional, yet edgyTattoos, cursing, sassyFour-word summary – I get people unstuck
  • More cursing further testifies her edginessEmpowering messages “the only thing you should ever be afraid of” “get shit done”Social section is identified as “stalking”, which also means she’s hip on pop culture
  • What are the perceptions presented here?PC users are geeky and outdatedMac users are hip, attractive, and cool
  • What is the perception of this logo?Sex, attractive women, classy men, a lavish lifestyle
  • Raise your hand if you’ve ever read an article by David LindquistWhat are your perceptions of him as a result?I’ve always admired his ability to report with out bias. As The Star continues to become more and more lean, Dave has been challenged to cover an ever expanding range of music and entertainment. I can always count on him to tell me what counted at any of the major concerts at Klipsch, Banker’s Life, and The Old National Center. You know what’s crazy? Those things used to be called Deercreek, Conseco, and The Murat. And I’ve only been living in Indianapolis for seven years.Anyways- some of the shows that Dave reports on like Justin Bieber and those silly country outdoor country concerts, I just wouldn’t be able to shake my pre conceived notions. So that is my perception of Dave.These are not just based off of a Twitter bio
  • Perceptions are also formed by the way he behaves on his TwitterRead through the slideAnimation- also about engagement (READ IT)
  • Perceptions about him based on the quality of his workHis work also confirms that he really is who he says he is- star reporter , which is not hard to figure out
  • If you’ve ever bought from Zappos, you know what it feels like to take a leap of faith in buying a pair of shoes, knowing you can ship them back free of charge. Also, if you’ve read or learned about Zappos culture, you probably have envious feelings toward them for their awesome workplace environment.So because of your interactions with Zappos- maybe you got a pair and they fit. Awesome. If they didn’t fit, you probably sent them back and tried again or got your money back. Not saying bad things don’t happen with Zappos, but you don’t hear about it often.And if you appreciate their culture and self expression in the workplace, maybe those feelings enhance your perception of Zappos even more.It works the same way when those interactions and feelings are negative.
  • Meet AZO girl. I wrote a blog post about this, called How To Fail At Advertising AND Social Media – Don’t Be That Brand. I won’t go into the details. The readers digest qcan't go because your UTI is turning your RSVP into an OMG!”The feelings I already had about this company for their cheesy advertisements, plus this kind of interaction from the brand? Not good perceptions as a result.Now these examples were companies, but it applies to personal brands as well as corporate brands.
  • Meet AZO girl. I wrote a blog post about this, called How To Fail At Advertising AND Social Media – Don’t Be That Brand. I won’t go into the details. The readers digest qcan't go because your UTI is turning your RSVP into an OMG!”The feelings I already had about this company for their cheesy advertisements, plus this kind of interaction from the brand? Not good perceptions as a result.Now these examples were companies, but it applies to personal brands as well as corporate brands.
  • Here’s another example. Does anybody get excited by this? Who understands the significance of Hopslam? It’s seasonal and brewed in small quantities, so demand is high (especially when first released). It’s ABV (alcohol by volume) is also 10%, as compared to Budlight’s 6% to give you an idea. Even a heady well known IPA like Two Hearted Ale is only 7%. So to the people who know all of that- Hopslam is special. It is most definitely not a commodity to craft beer drinkers. They have special feelings about Hopslam because they can only get it a certain time of the year. If they’ve ever been to Bells Brewery, it was probably to see a live music event at their venue or to tour the facilities, so they have an emotional attachement to it. They can sympathize with the dude in the picture who has most certainly been hopslammed (it happens to the best of us). All of that- those feelings and interactions and perceptions- is the Bells brand.But not everyone is a beer drinker, right? To those people- a beer is a beer is a beer. Hopslam is a commodity to them. They do not perceive the differentiating characteristics of the beer and it therefore does not stand out to them.
  • Here’s another example. Does anybody get excited by this? Who understands the significance of Hopslam? It’s seasonal and brewed in small quantities, so demand is high (especially when first released). It’s ABV (alcohol by volume) is also 10%, as compared to Budlight’s 6% to give you an idea. Even a heady well known IPA like Two Hearted Ale is only 7%. So to the people who know all of that- Hopslam is special. It is most definitely not a commodity to craft beer drinkers. They have special feelings about Hopslam because they can only get it a certain time of the year. If they’ve ever been to Bells Brewery, it was probably to see a live music event at their venue or to tour the facilities, so they have an emotional attachement to it. They can sympathize with the dude in the picture who has most certainly been hopslammed (it happens to the best of us). All of that- those feelings and interactions and perceptions- is the Bells brand.But not everyone is a beer drinker, right? To those people- a beer is a beer is a beer. Hopslam is a commodity to them. They do not perceive the differentiating characteristics of the beer and it therefore does not stand out to them.
  • »A brand is a collection of thoughts and feelings. »Thoughts and feelings are intangible; you can not see, hear, touch, taste or smell them. You can only feel them. »Intangibles must be perceived. Perception is in the eye of the beholder. If the thoughts and feelings you are trying to embody in your brand are not perceived by someone, your brand is a commodity to them. What’s a commodity? (take suggestions) Business definition: A product that is difficult or impossible to differentiate from similar products from competitors. <think about that. I’ll read it again> Pencils, computer memory chips, and light bulbs are examples of commodity products. Commodities compete on price or convenience, while brands compete on their intangible attributes. <click to show video>You have to have something to differentiate yourself AND you have to make sure people can easily pick up on your differentiating factors)Browse LinkedIn. How many people are “good communicators”, “hard workers”, “creative thinkers” and “results oriented”? YOU HAVE TO DIFFERENTIATE! And you have to differentiate strongly enough that other people pick up on your distinguishing elements of your personal brand.
  • A lot of you are here representing your business or your employer’s company, but right now we’re not talking about that. We’re talking about you, the individual. »Your brand should be rooted in your passion, not the mission of your current employer.Your passion will follow you throughout your lifeEmployer’s mission will naturally bleed into your brand, but your brand should not be your employerStats about switching jobs
  • This guy is a community manager for Chicago Now. He mentions it in his bio, but his stream is not flooded with tweets by or about Chicago Now. Instead, he is showing his vast sports knowledge, as well as helping people, as well as engaging in conversation with people. He also responds quickly to personal inquiries.So- let’s go back to our first session and talk about perceptions. Based off of what I can see from Jimmy’s online presence is that he has immense sports knowledgehe’s based in Chicagohe’s got a little bit of an edgy attitude, and he’s qualified to do so because he’s a community manager for Chicago Now. My interaction with him (a quick and polite response) leads me to have the perception that this guy is not someone I’d be interested in following personally because I hate sports, but he’s credible and he’s professional. But let’s say Jimmy, for whatever reason, has to stop being the community manager for Chicago Now. How do you think his online presence would change?He’d take it out of his bioWould he stop loving chicago sports? Perhaps, if he had to leave the city. But even then probably not.Would he stop loving sports in general? No.That’s his passion. Its what he loves. It’s what his personal brand is rooted in. It will follow him wherever he goes in life.And that’s a good point to mention- as you go through phases and major events of your life, your priorities and interests shift and that will naturally be reflected in your personal brand. Which is okay because by then, your followers will hopefully have grown to love you for who you are and continue to be in your network.
  • » Be specific and focused.Your goal is to become a subject matter expert.Think about your favorite person on Twitter. Somebody shout one out. Why do you love them? (it’s because they’re an expert or opinion leader)
  • This guy only tweets about EDM and EDM festivals. That’s why I follow him- because he’s a subject matter on expert on something I care about.(go to internet and look at the twitter stream of some of the people they called out)
  • This guy only tweets about EDM and EDM festivals. That’s why I follow him- because he’s a subject matter on expert on something I care about.(go to internet and look at the twitter stream of some of the people they called out)
  • » Have two or three secondary areas of interest.You have to strike a balance though, right? Maybe brands can get away with it, but actual people do not eat, sleep and breathe one subject and one subject only. Give your personal brand a human element by incorporating other areas of interest, just don’t let your overall tone and focus get away from your main niche topic. Always think about your target market- who you are really trying to reach- and how they would react to the things you’re sharing. I’m a music guru, but im also a festival pro, dog lover, and fascinated by pop culture trends and fads such as memes.
  • May have to do it for free for a while
  • In other words, what do you have so much knowledge about that you can claim to be an expert at? My consumer behavior textbook taught me that to be an opinion leader in something, you have toHave higher than average exposure to relevant mediaBe innovative and have a willingness/curiosity to try new thingsHave greater interest and knowledge of the area of influence than do non leadersOnce you figure out what your passion is and what you’re an expert in, it’s time to put that expertise to work for you- to figure out HOW you want to use your expertise
  • Raise your hand if you’ve read this book. Fascinating read and especially relevant for marketers who are interested in learning what makes something go viral, that is- what variables go into the equation that makes a concept tip and become wickedly popular. In the book MalcomGladwell, the author, goes into great detail about three kinds of people- each of which are required to make something tip.
  • Connectors – people specialists who know and keep in touch with many peopleDo you know a lot of people? Do often refer them to each other?Do you like people and networking going to parties and meeting new people?Do you tend to remember peoples’ names? Do people exclaim, “wow! You know everybody!”Do you collect acquaintances?Mavens – information specialists who put new trends into motion as a result of their extensive research and vast knowledge in a particular vertical. They are eager to share this information.Do you excessively research something before making a purchase?Are you always hungry for more information to digest about your particular area of interest?Do you watch trends and know what’s hot?Are you subscribed to industry publications and blogs?Sales people – make change happen through persuasion. They are charismatic story tellers. They take the maven’s ideas and products and help them package, price and sell them. When talking about your projects, do people instantly get hooked?Do you sell things without meaning to? (not necessarily a hard sale, but the natural ability to get people to support ideas and products?)Do you like to debate, or the chase of getting people to agree with you?Do you easily get hooked on new ideas, products, and services?
  • Connectors – people specialists who know and keep in touch with many peopleDo you know a lot of people? Do often refer them to each other?Do you like people and networking going to parties and meeting new people?Do you tend to remember peoples’ names? Do people exclaim, “wow! You know everybody!”Do you collect acquaintances?Mavens – information specialists who put new trends into motion as a result of their extensive research and vast knowledge in a particular vertical. They are eager to share this information.Do you excessively research something before making a purchase?Are you always hungry for more information to digest about your particular area of interest?Do you watch trends and know what’s hot?Are you subscribed to industry publications and blogs?Sales people – make change happen through persuasion. They are charismatic story tellers. They take the maven’s ideas and products and help them package, price and sell them. When talking about your projects, do people instantly get hooked?Do you sell things without meaning to? (not necessarily a hard sale, but the natural ability to get people to support ideas and products?)Do you like to debate, or the chase of getting people to agree with you?Do you easily get hooked on new ideas, products, and services?
  • Connectors – people specialists who know and keep in touch with many peopleDo you know a lot of people? Do often refer them to each other?Do you like people and networking going to parties and meeting new people?Do you tend to remember peoples’ names? Do people exclaim, “wow! You know everybody!”Do you collect acquaintances?Mavens – information specialists who put new trends into motion as a result of their extensive research and vast knowledge in a particular vertical. They are eager to share this information.Do you excessively research something before making a purchase?Are you always hungry for more information to digest about your particular area of interest?Do you watch trends and know what’s hot?Are you subscribed to industry publications and blogs?Sales people – make change happen through persuasion. They are charismatic story tellers. They take the maven’s ideas and products and help them package, price and sell them. When talking about your projects, do people instantly get hooked?Do you sell things without meaning to? (not necessarily a hard sale, but the natural ability to get people to support ideas and products?)Do you like to debate, or the chase of getting people to agree with you?Do you easily get hooked on new ideas, products, and services?
  • Connectors – people specialists who know and keep in touch with many peopleDo you know a lot of people? Do often refer them to each other?Do you like people and networking going to parties and meeting new people?Do you tend to remember peoples’ names? Do people exclaim, “wow! You know everybody!”Do you collect acquaintances?Mavens – information specialists who put new trends into motion as a result of their extensive research and vast knowledge in a particular vertical. They are eager to share this information.Do you excessively research something before making a purchase?Are you always hungry for more information to digest about your particular area of interest?Do you watch trends and know what’s hot?Are you subscribed to industry publications and blogs?Sales people – make change happen through persuasion. They are charismatic story tellers. They take the maven’s ideas and products and help them package, price and sell them. When talking about your projects, do people instantly get hooked?Do you sell things without meaning to? (not necessarily a hard sale, but the natural ability to get people to support ideas and products?)Do you like to debate, or the chase of getting people to agree with you?Do you easily get hooked on new ideas, products, and services?
  • The goal, then, is to figure out which of these roles you and your passions are best suited for, and begin shaping your brand to meet the objectives of that role.If you’re going to be a maven in outdoor recreation, you need to be reading about, testing, and reviewing things like equipment innovations and parks and recreation centersIf you’re going to be a connector in the music industry, you need to be networking with venue GMs, event promoters, and artists and their management at concerts and festivalsIf you’re going to be a salesman in inbound marketing, you need to be able to explain the value of “inbound marketing” through anecdotes in such a compelling manner that people who don’t even know what the four P’s of marketing are will want to invest in inbound marketing by the time you’re done talking to them
  • Now that you’ve done all of this forethought and laid pipe for your personal brand it’s time to dive in and start shaping your personal brand. Use social media and your personal brand kit to:legitimize your claims about who you are, what you do, and the value you provide - amplify the work you’re doing as an expert in your fieldContent – if you’re not being a thought leader, you won’t be treated like one! Blog regularly. If you can’t sit down to write blogs posts, try vining or get into Medium ]– find what works for you!Connect and engage This is the best way to get people who don’t already know you to notice you
  • Dan Schawbel - the author of Me 2.0: Build a Powerful Brand to Achieve Career Success and owner of Personal Branding Blog Dan claims there are 10 elements to the personal branding toolkit. All of these are opportunities to exploit your competitive advantage and prove that you and your brand are not a commodity.For the remainder of our time together, I want to touch briefly on each of these elements to share pet peeves and tips for each
  • Business cardsAre great, but it goes back to being a commodity. You have to be different. Think about unique designs.
  • Resume, cover letter, references, Update, update, updateDon’t be afraid to let things drop off – your first job out of college probably isn’t relevant or impressive to potential employers eight years laterONE PAGEPortfolio – cd, web (carbonmade), or print
  • WHY?Spiders love fresh content; it will increase your rankings if you continually have new pages with new content on your websiteA blog demonstrates that you’re actively engaged in your brand vs. a “set it and forget it” stative homepageCANT WRITE WELL OR OFTEN?Find something that works for you!Good at writing but not at web design? Try Medium. More of a visual person but don’t want to pay to have your website hosted? Use Tumblr.Don’t be “that guy” who puts his facebookurl in the “homepage” field
  • My personal rule: Only connect with people who you’ve done work with or know personallyPet peevesDon’t put your job title in the headline field; be creative!Don’t connect your twitter profile to have tweets show in your profileReciprocate- fill out recommendations when someone does one for you. Endorse others for their skills that you have personally seen them demonstrate. The best time to ask for recommendations: when you’re leaving. It’s a great way to get closure on the sadness of leaving a company where you’ve done great things. Your coworkers are probably both sad to see you leave for personal reasons, but happy for the new opportunities in front of you. It’s a great time for reflection.Treat it like your digital resume and everything you’ve been taught about your resumeAction verbs in descriptionsQuantify wherever possibleAvoid generic and cliché terms – we talked about this earlier, using descriptors that make you stand out
  • My personal rule: Only connect with people who you’ve done work with or know personallyPet peevesDon’t put your job title in the headline field; be creative!Don’t connect your twitter profile to have tweets show in your profileReciprocate- fill out recommendations when someone does one for you. Endorse others for their skills that you have personally seen them demonstrate. The best time to ask for recommendations: when you’re leaving. It’s a great way to get closure on the sadness of leaving a company where you’ve done great things. Your coworkers are probably both sad to see you leave for personal reasons, but happy for the new opportunities in front of you. It’s a great time for reflection.Treat it like your digital resume and everything you’ve been taught about your resumeAction verbs in descriptionsQuantify wherever possibleAvoid generic and cliché terms – we talked about this earlier, using descriptors that make you stand out
  • My personal rule: Only connect with people who you’ve done work with or know personallyPet peevesDon’t put your job title in the headline field; be creative!Don’t connect your twitter profile to have tweets show in your profileReciprocate- fill out recommendations when someone does one for you. Endorse others for their skills that you have personally seen them demonstrate. The best time to ask for recommendations: when you’re leaving. It’s a great way to get closure on the sadness of leaving a company where you’ve done great things. Your coworkers are probably both sad to see you leave for personal reasons, but happy for the new opportunities in front of you. It’s a great time for reflection.Treat it like your digital resume and everything you’ve been taught about your resumeAction verbs in descriptionsQuantify wherever possibleAvoid generic and cliché terms – we talked about this earlier, using descriptors that make you stand out
  • Avoid generic and cliché terms – we talked about this earlier, using descriptors that make you stand outChannel your inner 4 year old and use “why chains” to get to the root of your valueStart with a statement about yourself. “I am detail-orientated.”Why? I operate with more efficiency when all the details are neatly arranged in front of me.Why? If I don’t feel like I have a grasp on all of the details, I fear something will fall through the cracks.Why? I want to complete every project with all expectations met (and some exceeded)You go from “detail orientated” to “Exceeds expectations in project management”
  • I’m not going to tell you how to use facebook because everyone does it differently. Some keep it personal, like a playground for them and their friends online to share photos and talk about their dogs. Others use it in a more professional manner and abstain from personal content.Whatever you do, you need to have a heart-to-heart with yourself and figure out what best aligns with your brand. Remember the perceptions we discussed- perceptions are formed on facebook all day long- intentionally and unintentionally. That’s basically why it exists- for people to judge you. Set guidelines and rules for yourself and stick to them. Consistency is the key!Because I’m in the music industry and it’s perfectly acceptable to have a drink in my hand and be out 5 nights a week, and because I’m not doing anything illegal or that I’m not proud of, I leave my account public. I’m not worried about a potential future employer having issues with this, nor do I keep that side of my life private at my current job, so I’m “safe”. I might be different for you and that’s okay. I think you just need to have thought through the decisions you’ve made and be able to explain the logic behind them.
  • Danielle’s pet peeve: private Twitter accounts – cocktail party analogy – like going to party and only talking to people you already know – it’s comfortable and easy, but did you gain anything from it? How much more exhilarating is it to meet new people and strengthen new connections. Pet peeve: tweeting just an article title and a link. Include your opinion or a quote or a question, otherwise how have you contributed and added value to the conversation.Pet peeve: don’t auto-DM; scheduling is okayIt’s really all about the Golden Rule. Treat people as you want to be treated. Do you like auto DMs after following, or does that make you feel unimportant, reduced to someone unworthy of personal interaction? Do you like being given the opportunity to give your opinion, or would you rather have a one way conversation with someone? Do you want to know about someone’s personal life outside their area of expertise? Probably might be interesting. Do you want to see a selfie from the bathroom stall? That’s probably a bit much.
  • Email addressPeople judge youRead descriptionsTL;DR - Have one that is just your name, use gmailVideo resume?- According to career publisher Vault Inc.’s annual employer survey “89% of employers revealed that they would watch a video resume if it were submitted to them… The primary reason why employers would value video resumes is the ability to assess a candidate’s professional presentation and demeanor”Use as enhancement to standard resume; link to it on your resumegives employers an idea of your personality and presence that can’t be seen in a paper resume.1-3 minutesDon’t just read off your resumeWardrobe?The standard, as we all know is business casual or sometimes business professional. I won’t go into the definitions and boundaries- there are 1000 blog posts on the boundaries telling you not to wear yoga pants to work with juicy written on the bottom. The point here is that you can incorporate pieces of your brand into your physical presence. EDM snob wears suits to festivalsJohnny Cash – blackBono glassesMe – purple hairHave something about your physical appearance that people can associate with you
  • Email addressPeople judge youRead descriptionsTL;DR - Have one that is just your name, use gmailVideo resume?- According to career publisher Vault Inc.’s annual employer survey “89% of employers revealed that they would watch a video resume if it were submitted to them… The primary reason why employers would value video resumes is the ability to assess a candidate’s professional presentation and demeanor”Use as enhancement to standard resume; link to it on your resumegives employers an idea of your personality and presence that can’t be seen in a paper resume.1-3 minutesDon’t just read off your resumeWardrobe?The standard, as we all know is business casual or sometimes business professional. I won’t go into the definitions and boundaries- there are 1000 blog posts on the boundaries telling you not to wear yoga pants to work with juicy written on the bottom. The point here is that you can incorporate pieces of your brand into your physical presence. EDM snob wears suits to festivalsJohnny Cash – blackBono glassesMe – purple hairHave something about your physical appearance that people can associate with you
  • Email addressPeople judge youRead descriptionsTL;DR - Have one that is just your name, use gmailVideo resume?- According to career publisher Vault Inc.’s annual employer survey “89% of employers revealed that they would watch a video resume if it were submitted to them… The primary reason why employers would value video resumes is the ability to assess a candidate’s professional presentation and demeanor”Use as enhancement to standard resume; link to it on your resumegives employers an idea of your personality and presence that can’t be seen in a paper resume.1-3 minutesDon’t just read off your resumeWardrobe?The standard, as we all know is business casual or sometimes business professional. I won’t go into the definitions and boundaries- there are 1000 blog posts on the boundaries telling you not to wear yoga pants to work with juicy written on the bottom. The point here is that you can incorporate pieces of your brand into your physical presence. EDM snob wears suits to festivalsJohnny Cash – blackBono glassesMe – purple hairHave something about your physical appearance that people can associate with you
  • Transcript of "Personal Branding 101"

    1. 1. A Guide to Personal Branding By Danielle Look
    2. 2. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook What is a personal brand? (and why do you need one?)
    3. 3. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook What is a personal brand? » The process by which we market ourselves to one another
    4. 4. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    5. 5. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    6. 6. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook What is a personal brand? » A collection of perceptions » The process by which we market ourselves to one another
    7. 7. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    8. 8. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    9. 9. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    10. 10. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook Inform Help Promoteothers Promote Others/ Inform Help Inform
    11. 11. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    12. 12. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook What is a personal brand? » A collection of perceptions » The process by which we market ourselves to one another » Interactions + feelings = brands
    13. 13. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    14. 14. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    15. 15. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    16. 16. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    17. 17. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    18. 18. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook What is a personal brand? » A collection of perceptions » The process by which we market ourselves to one another » Interactions + feelings = brands
    19. 19. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook What is a personal brand? » A brand is a collection of thoughts and feelings. » Thoughts and feelings are intangible. » Intangibles must be perceived.
    20. 20. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook Define Your Personal Brand » What do you want to be known for?
    21. 21. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook Build a Personal Brand, Not Just a Career » Your brand should be rooted in your passion, not your current employer’s.
    22. 22. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    23. 23. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook Build a Personal Brand, Not Just a Career » Your brand should be rooted in your passion, not the mission of your current employer. » Be specific and focused.
    24. 24. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    25. 25. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    26. 26. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    27. 27. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook Build a Personal Brand, Not Just a Career » Your brand should be rooted in your passion, not the mission of your current employer. » Be specific and focused. » Have two or three secondary areas of interest.
    28. 28. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook What ARE you passionate about? » What interests you so much that you could: –talk about it for hours? –read books and never tire of it? –watch hours of videos about it on YouTube? –write thought-provoking or controversial article about it?
    29. 29. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook What ARE you passionate about? What kind of work do you love so much that –you would do it for free? –puts a smile on your face? –you find naturally easy?
    30. 30. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    31. 31. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    32. 32. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook » Connectors What role do you play? » Mavens » Salespeople
    33. 33. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook » Connectors What role do you play? » Mavens » Salespeople
    34. 34. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook » Connectors What role do you play? » Mavens » Salespeople
    35. 35. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook » Connectors What role do you play? » Mavens » Salespeople
    36. 36. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook "The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.“ - Malcolm Gladwell
    37. 37. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook AmplifyYour Personal Brand » Making sure you’re seen & heard
    38. 38. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook What now? » Legitimize your claims » Amplify your work » Connect & engage
    39. 39. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook Build Your Branding Toolkit » business cards » resume » portfolio » blog/website » LinkedIn » Facebook » Twitter » email address » video resume » wardrobe
    40. 40. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    41. 41. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook
    42. 42. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook Networking Cards
    43. 43. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook Resume & Portfolio Update! Update!Update!
    44. 44. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook Blog/Website » Why do I need to blog? » What if I can’t write well or often?
    45. 45. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook LinkedIn » Who to connect with? » What to put in my headline? » Connect with Twitter? » Reciprocate! » Treat LinkedIn like a digital resume
    46. 46. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook LinkedIn » Who to connect with? » What to put in my headline? » Connect with Twitter? » Reciprocate! » Treat LinkedIn like a digital resume
    47. 47. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook LinkedIn » Who to connect with? » What to put in my headline? » Connect with Twitter? » Reciprocate! » Treat LinkedIn like a digital resume
    48. 48. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook LinkedIn (Continued) “I am detail oriented.” “I operate with more efficiency when all the details are neatly arranged in front of me. “If I don’t feel like I have a grasp on all of the details, I fear something will fall through the cracks.” “I want to complete every project with all expectations met (and some exceeded).”
    49. 49. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook Facebook
    50. 50. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook Twitter Private Twitter accounts Auto DMs & auto follow- backs Only tweeting article title + link
    51. 51. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook The Final Three Email Address
    52. 52. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook The Final Three Video Resume
    53. 53. @drelevance | relevance.com @butterfly_89000 | about.me/daniellelook The Final Three Wardrobe
    54. 54. A Guide to Personal Branding By Danielle Look
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×