UBC Pharmacy-personal brand 11 mar2013 - short


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  • Chances are you've been hearing and reading a lot about personal branding lately. This is good and bad.The good – people are learning why defining their personal brand is step one for healthy career management and job search acceleration.Whether or not you accept it, in today's job market, no matter what industry, personal branding is not optional.The bad – misinformation about branding is rampant. Consequently, misconceptions multiply. If you've come to the conclusion that branding is all about self-promotion, narcissism, and making big money by marketing yourself, you've been listening to the wrong people.More good news – you already have a personal brand. Your brand is your reputation – the perception of you held by the external world. Your brand is the unique combination of personal attributes, values, drivers, strengths, and passions that define you. Your brand helps those assessing you, determine whether they should hire you or do business with you.The brand development process empowers you with a firm understanding of what differentiates your unique promise of value from your work search competition.Another great thing about knowing and communicating your brand is that it helps generate chemistry and attracts recruiters, employers, and hiring decision makers. The key to success; and this isn't revolutionary, is to be compensated based on your passion.
  • Objective...Why is it important? It’s a personal brand and value proposition; so it should be all about you, right?Your accomplishments. Your history. Your personality. Your unique perspective. Right?  Wrong. If your personal brand is all about you; no one is going to care. You will be ignored. People will yawn.Your personal brand needs to answer WHY: Why do they or should they care?
  • Effective personal brands convey the value that you bring to others and exactly what THEY are going to get out of a relationship with you. This means that your personal brand shifts, changes and adapts to new circumstances and new audiences. Its malleable, just like your personality or your appearance.If you aren’t sure of the most important question of your personal brand, “Why do they care?”, you can build it by answering these three foundational personal branding questions. Use these questions to build your “general” brand or apply them to specific situations, to help you personalize your brand for every interaction.Question #1: If you don’t know your audience, you really can’t go any further. After all, your personal brand is all about them. Question #2: Now that you know your audience, its important to identify exactly what they want and what you do to benefit them. Question #3: Surely you are not the only person in the world who can solve their problem, so why should they choose you? This is where your personal brand will shine!When you have answers to the three foundational questions, its time to go back to answer the essential question, the foundation of your brand, Why Do They Care? A simple, effective way to answer this question is to frame it like this: I help [your audience] solve [their problem] by [your differentiator].
  • Think about the following questions...Are you comfortable talking about yourself in this way? More importantly, are you prepared to talk about yourself in this way – packaging your talents and accomplishments – showcasing them; and presenting your value internally within your organization and externally within your chosen field and community? How can you develop this ease; / confidence and comfort; / that is considered very difficult by many people?Many people view it as a task, so it can come across as insincere and ineffective. The first step is to change your mindset and embrace personal branding as a required competency in taking charge of your career and executing a successful career management strategy. A core competency that can become so effortless and second nature that you do not even realize you are doing so. Easier said than done! Let’s walk through some techniques for developing this core competency.
  • Empower yourself by knowing what you have to offer, what you want, and how to ask for it. Your ability to market your talents, accomplishments and value are a key part of enhancing your brand. The demands we face today include an unpredictable economy, very competitive and specialized marketplace, globalization, changing demographics, and strong leadership skills by all levels. In order to be successful, it is critical to set yourself apart.
  • Practicing these “3 P’s” are effective techniques for establishing your personal brand and marketing yourself resulting in a more fulfilling and focused career. Remember, the best person to manage your career is you, and the best person to market your talents, accomplishments and value is you!
  • When practicing the “3 P’s”, deliver it with the UTMOST CONFIDENCE and don’t limit your efforts internally within your organization or industry. Be sure to incorporate external initiatives – reach your efforts outside of your organization with equal importance. The venues you should take into account include your team, function, organization, business, industry, profession, media, community, academics, professional associations, family, friends, and other social groups.Once you create an effective branding and marketing outlook, you will find it to be a natural process that you don’t even realize you have engaged. Be consistent with your presentation in everything you do and everywhere you go with the same core message.Once you embrace the concept of the 3P’s as a powerful way of achieving self-actualization – knowing your value, setting goals that allow you to do what brings you the most passion and achieving a higher sense of accomplishment;then you should create a Personal Value Proposition.
  • Business Executives set value propositions for their products/services — their target market segments, the benefits they provide, and their prices. It's why a customer should buy the product or service.But value propositions go beyond just products and services. Your personal value proposition (PVP) is at the heart of your career strategy. It's the foundation for everything in a job search and career progression — targeting potential employers, attracting the help of others, and explaining why you're the one to pick. It's why to hire you, not someone else.Sometimes called an ‘elevator pitch,’ your Personal Value Proposition, or PVP, should summarize and synthesize the value you provide as an employee and to potential employers. Without providing value, career business development can be challenging - and will be based mainly on hope or luck, neither of which is a good career strategy.
  • The PVP begins with a target. You'll prefer some directions, not others. Targeting will make you most effective. I.e. Independent, banner or chain. Filling prescriptions or clinical services.Identify your strengths. May sound obvious, but hone in on what you know and what you can do.Don't leave it up to the employer to figure out your strengths. Your strengths may be what an employer is "buying," but your achievements are the evidence you have those strengths. They make your case convincing. Finally, think about your presentation. Long-term success will often be based on your visibility within that initial three-month window of your new job, and your interviewer wants to know what you will look like in the role and what impact you might make.Too many candidates concentrate on content — far too much of it — forgetting that a potential employer is really trying to find out whether you fit the part. 
  • When most people think about networking it seems insincere at best — and selfish at worst. This, of course, is the complete opposite of what networking is supposed to be — friendly, useful, and genuine.It’s easy for most of us to be friendly and useful with people we know. However, because networking is a “business activity” it’s easy to think that we need to act in a different way.Unfortunately, most networking strategies come across as pushy, needy, or self-serving — even though the people using them rarely act that way in day-to-day life.You don’t need to know the most people, just the right people.  There is no need to shotgun your business cards across the industry or to pepper everyone with emails. Instead, focus on finding people that are relevant to you. As time goes on, you can decide if the interests that you share with someone are worth pursuing further. It’s better to have 5 people willing to help you out than it is to have 500 that simply know your name. Networking is not about who you know; it’s more about who knows you.
  • The real goal of networking should be to help other people. Yes, it would be nice if they helped you out as well, but networking is a two–way street. And your side of the street is all about helping others, not asking them to help you.Asking for favors should only become a possibility once you have learned more about the person and provided some value to them.  The fact that you reached out and made contact with someone does not put them in your debt.Take the time to listen to people’s stories. It’s far more important to understand their needs before you tell them about your needs. Your goals should not be on the forefront of your mind. You’re trying to develop a relationship with someone, it’s your job to understand the people in your network, where they are coming from, and what’s important to them.Start by focusing on being friendly and helpful.  This is the number one tactic you can use to build your network. The idea of doing this seems foreign to many people, but it’s actually quite easy. Do you know two people who enjoy reading the same type of books? Don’t make it hard; just introduce the two of them by sharing their common interest. They can decide if they want to pursue the relationship further.You don’t need to be a master to start building your network. Just taking a moment to reach out is a big step that will help most people. Sharing useful information and connecting like-minded people are simple actions that everyone will appreciate.
  • Brand is the sum of the perceptions that are held about you. This includes perceptions held by both external and internal audiences and stakeholders. Brand is how people think and talk about you when you’re not there. How does this translate? A brand is a person’s emotional response -a gut feeling about you. In essence, your customers or potential employers own your brand, you do not. You don’t have direct control of the perceptions held by them.Does that comfort you or make you wince? If you’re just starting out, think about how fellow students at high school thought about you. Did some of them mistake your bubbliness as flaky? Or did they mistake your shyness as aloofness? Been there!
  • Timing note...should be halfway by now.Branding; on the other hand, is the universe of activities you undertake that affects those perceptions. In order to effectively build a positive brand perception, you must engage in both internal and external activities which are aligned to deliver a consistent impression of who you are.How does this translate? Branding is not about stamping a trademark on everything, but guiding and managing relationships with your customers and patients or potential employers. You’re branding yourself right now as an individual part of the Pharmacy family collective and your future practice.  Realize that you only have partial control of the perceptions with your branding activities.However, you can learn how to cultivate affection from your potential employer or your customers and manage your brand.By Talking to the head; but speaking to the heart.
  • All this marketing speak can be intimidating.However; quite simply there are basically two kinds of Branding; horizontal and vertical. And these can be applied to a personal brand.Horizontal branding is that your message; your position; in peoples perception is that you are universal and a generalist; a mile wide and an inch deep. Vertical branding on the other hand is that your position in peoples perception is that you are unique and a specialist; that you are an inch wide and a mile deep.
  • Each type of branding is deliberate...A Horizontal brand is a mile wide and an inch deep. It’s one thing for a bunch of people. I.e. Walmart always the low price for everyone.A Vertical brand on the hand, is an inch wide and a mile deep. It’s a bunch of things for one person. I.e. Starbucks makes every drink for the individual based on the unique preferences of the customer; whatever way you want it; you can count on getting your same drink at any of their locations. And they charge accordingly. And we willingly pay for their value proposition.
  • Branding isn’t so intimidating.It’s a journey; but not a random one; the destination should be known.
  • And it is a marathon; not a sprint; Even though preparation time is similar and the destination is a known one, for both sprinters and marathon runners;Brand perceptions are created over a longer period of branding activity.
  • Many people think that personal branding is just for celebrities. In short, everything in today’s world is brandable; products, services; and including people. The difference between today and over ten years ago when it was first mentioned by Tom Peters, is the rise of social technologies have made branding not only more personal, but within easy reach for many.But remember: your brand is not a logo, identity, or product. Branding is the system of activities; your logo and ID system are only one small part of it.Knowing the difference between “brand” and “branding” as two distinct things will give you an edge as a candidate for a potential employer or especially as an entrepreneur. Branding doesn’t have to be elusive or overwhelming.  It’s just a matter of understanding what parts you can control and which part you cannot.Think of politics. Did you cringe? Imagine slipping on a pair of your favorite shoes… Which ones did you visually try on?  That visual prompt is an emotional response, whether good or bad. Knowing that; will you continue to align yourself with that political party or buy shoes from that company again?What perceptions do these “brands” invoke. I bet it’s similar but a little different for everyone in this room. Donald Trump will show you how to get rich. Martha Stewart will show you how to look good. Google will search for stuff. BMW will make you feel safe.
  • To begin building your brand, ask yourself these questions:Who are you? What do you do? What makes you unique? Why does it matter? The answers are in your DNA. And it’s at the very core of you.Your personal passions, your interests. Your career goals. Your professional practice interests. Your authentic self.In the end, your personal brand is a living organism and the foundation of a good brand is trust. By consistently aligning yourself with your outlined goals and values, you beget trust -even when it’s not easy or convenient. Strive to beat your customer’s or potential employer’s expectations; make their experience exceptional; and your brand grows in direct proportion.
  • A few years ago, I watched a TED video with Simon Sinek and his lecture got me jazzed –This is a powerful piece of knowledge when it comes to today’s marketing. Simon made a discovery about how innovators talk the same language as they begin any endeavor. Their communication is different than others, in that they talk from the inside out - beginning with “I believe.” What helps is that Simon codified his discovery by creating the Golden Circle of communication for the rest of us.As defined by Simon, he contends that: Typical organizations and people begin with: What, How, Why? Very few people know ‘why’ anymore and I believe this is why they fail.Inspirational Leaders begin with: Why, How, What? Remaining true to their core and their belief , is why I believe they thrive.By defining your mission based on inverting your communication, you’ll discover your core purpose.It’s profound. And it’s been said before, but for some reason, he said it in a way I could understand – I hope you do too.If you’re interested; search for Simon Sinek on You Tube or the TED.com site.
  • What do you believe? What gives you a positive attitude with passion? And keeps you going when the going gets tough.What’s your purpose, your values and your goals? What makes you happy?Invert your communication and you’ll discover your core purpose.People don’t buy what you do, but why you do it. They believe what you believe. Same for your personal brand.
  • How are you conveying the ‘why’ in your mission? Does what you say line up with your body language?In communication; body language accounts for more than 55% of your message, and the tone of your message about 38%.Why becomes necessary and therefore, gives us all a purpose for being. What’s your personality? How do others see you? What is their perception of you and your brand? Do you believe what you believe? And do they believe what you believe? Are you authentic, unique and different? Do you show it?How can you find this?
  • What 3 or 4 adjectives best describe the value you offer? What words do you use to define your personality?Start by listening to how others introduce you.Some examples: Collaborative, resilient, forward-focused, risk-taking, connected, reliable, international, visionary, diplomatic, intuitive, precise, enterprising, ethical, genuine, accessible. Once you pinpoint what you feel are the right kinds of words, it’s a good idea to consult a thesaurus to precisely nail the exact words and put them into conversation. I.e. I’m friendlyand like meeting new people. Plays well with others. Can always count on her; she’s reliable. He sees the problem not just the symptoms.
  • Your Brand promise is emotional.How many times have you made a decision based on feelings? “I’m going with my gut” “This just doesn’t feel right” “My heart isn’t in it.”How many times have you asked yourself, “Why should I do this? Why did this happen? Why is she so stubborn? Why are we here?” Understanding the “Why” as the core purpose for living and creating will help us achieve the sustainable endeavours we strive to build.And this is why I’m jazzed. Leading with “why’ has lifted a huge weight off my shoulders. When I use “why” to lead any endeavor, I can lead with purpose knowing that…“Why” is the reason/purpose of pitching my story“Why” is the purpose of a new product or service“Why” is the reason I want to make the public aware of the great things Pharmacists do“Why” gets me up in the morning
  • People may not remember exactly what you did, or what you said, but they will always remember how you made them feel.It’s always about the experience; the feeling.What emotional benefits does your personal brand deliver?I’m friendly, I like to have fun, I never give up, I like people and they like me.
  • Your personal brand needs to be better than anyone else on at least one value. Do one thing better than anyone else.This is where you need to craft and position your personal value proposition.You can be like everyone else and look like everyone else; however build your value proposition around some point of distinction.And it should be around your dominant strength and passion.
  • Your dominant strength is unique to you. Only you know what it truly is and what you want it to be.If you want to know what they [your customers or potential employers] think of you; ask them.Any description they provide will help you understand if external perceptions are aligned with yours. If not; adjust, embrace, and move forward. Listen very closely; you might find unique points that you never thought of that you can use in your value proposition.Feel free to ask again and again and again - it’s almost like an employee review inverted.Ask open ended questions to find what’s truly unique about your brand. When you think of me, what comes to mind? What adjectives would you use to describe your perceptions about me or my personal brand?Try not to ask close-ended questions such as: What do you think about me?You’re trying to find out unique feelings.
  • What’s your story going to be? You have to discover your brand.Have you ever been called intelligent or humorous by your peers or coworkers? That description is part of your brand, especially if you feel those attributes pertain to you.The single biggest mistake people make is that they either brand themselves just for the sake of doing it or that they fail to invest time in learning about what's in their best interests. In order to find your passion, you need a lot of time to think, some luck, and you need to do some research off line and online to figure out what's out there to help articulate your story.Brand discovery is about figuring out what you want to do for the rest of your life, setting goals, writing down a mission, vision and personal brand statement (what you do and who you serve), as well as creating a development plan. In the future and the new economy of healthcare; your greatest strength is what’s going on between your ears; your knowledge is your greatest asset. It isn’t filling prescriptions; it’s more about dispensing medication knowledge and keeping people healthy.What are you saying? How are you setting your branding stage?
  • After you spend the time on your personal branding, it’s time to showcase it to the world, especially your ideal audience.Don’t be fooled by the myth that if you build it, they will come. Unless you’re the luckiest person on earth, you’ll have to actually communicate everything you’ve created, to others.Have you attended a networking event or made any new connections? What about the Pharmacies you just did your rotations at or still working at? These are your networks.They are the best places to try out your PVP and craft them until they roll off your tongue with ease and come from your heart.You might not get it quite right the first few times but if you keep working on it; it will get better every time you tell your story. Listen to what people say and the questions they ask; you’ll know pretty quickly if they get your value proposition and brand.
  • You simply can’t build a brand without a website and you cannot grow your brand without content and social media. If you have no online presence; you don’t exist. Where should you start with online media? These are the most important 4 to start with; #1 is start with a LinkedIn profile, build it to 100% complete; and begin connecting, recommending and endorsing people. Build a network of and for your professional contacts. Note: LinkedIn is NOT Facebook for business! Don’t post personal stuff! Keep it professional and share knowledge or business stuff that interests you and you think benefits your contacts.Then work on the next channel that works best for you; until you have them all covered.Excuses like “I don’t have time” and “I don’t know what to write about” need to go. A static, unprofessional online presence won’t attract new visitors or new opportunities. A person who wants to succeed will invest the time necessary and make a habit of reading, writing and becoming immersed in their industry. A brand that communicates value is more attractive online. Will you start today?Blog?; you might say I haven’t got anything to say; well you’ve written papers for your studies; why not use them?You Tube? Start your own channel.
  • To recap...What is a personal brand? A personal brand is the way that you communicate your unique value, which influences the perception that others have of you.How they introduce you will get you started on the discovery process.A brand is not just a website or logo or other tangible items. What other stuff shows up in online searches when you goggle your name? Is it good stuff with quality links or nothing?A brand is a message. Brand is how people think and talk about you when you’re not there. Branding is the universe of activities you undertake that affects those perceptions. And all the parts need to work together.
  • The job market has become extremely competitive and being capable is no longer enough to get a job. You need to know and promote your unique skills, because employers are looking for the candidates that can offer them the most value. There are unique qualities that you possess and cannot be taught, which you must exploit to your advantage. By having a strong personal brand, you increase your chances of demonstrating your creativity, work ethic and specialty. You are never going to be paid or hired for what you know, but for what you do; with what you know.
  • Develop a plan for how you will begin developing your personal brand and put it into action.Whether you think you are ready or not. You are ready. When you begin to think you are not ready, remember, both success and failure are largely results of habit. Success is about MIND SET not your SKILL SET.  You have to commit to what you are going to do and work diligently to achieve it. Your brand is developed by what you learn and are able to share with others.
  • The work involved in uncovering and defining your brand may seem daunting, but your efforts will benefit you immeasurably. In job search, developing and communicating your personal brand can pre-qualify you as a good fit, clearly showcase why you’re the best hiring choice; and position you to land your next great gig.Paint your personal brand picture; prepare, package and present it with a powerful personal value proposition.
  • And always remember to be different and better than anyone on at least one point of distinction but be your authentic self.
  • If I can be a resource to you; find me.And if it’s a fit for you, follow or connect with me.
  • Woo Hoo; we’re done!To your business and professional success, thank you.Time for ????
  • UBC Pharmacy-personal brand 11 mar2013 - short

    1. 1. UBC – Pharmacy | Pharmacy Management retailSOS.ca | Gerry Spitzner March 11, 2013
    2. 2. retailSOS.ca | Gerry Spitzner 2 Objective; define your personal brand and create a personal value proposition for job search.  Thoughtstarter | Valuable Insight  Marketing of You | 3 P’s of Personal Marketing  Personal Value Proposition ( PVP )  Business Networking  Personal Brand and Branding
    3. 3.  Your Personal Brand is Not About You; It’s all about them.  The 3 foundational questions of your personal brand ◦ Question #1: Who is your audience?  The more clarity and specificity that you can describe your audience with, the more effective you will be. ◦ Question #2: How can you help them?  Start by identifying their problem and the difference in their results if they build a relationship with you. ◦ Question #3: What makes you different?  Showcase your personality, your past success or your innovative ideas. In this question, its okay for it to be about you. retailSOS.ca | Gerry Spitzner 3
    4. 4.  Do you know your value – your unique differentiators?  Can you define your personal brand?  How easily can you articulate that brand?  Do you actively work on enhancing your brand? 4retailSOS.ca | Gerry Spitzner
    5. 5. Marketing of You Identifying and marketing your personal brand is an essential core competency for managing and sustaining a successful career. retailSOS.ca | Gerry Spitzner 5
    6. 6. retailSOS.ca | Gerry Spitzner 6  Preparation  conduct your due diligence; define and identify your brand  Packaging  create your portfolio; create and build your brand  Presentation  deliver your message; articulateand enhance your brand
    7. 7.  CONFIDENCE is how it all comes together – your preparation, your packaging and presentation!! ◦ Don’t limit efforts internally within your organization/industry ◦ Be sure to incorporate external initiatives ◦ Take into account everything around you ◦ Create an effective branding and marketing outlook ◦ Be consistent across all platforms ◦ Embrace concepts as a way of achievingself-actualization 7retailSOS.ca | Gerry Spitzner
    8. 8. Personal Value Proposition How do you develop a powerful PVP? Do one thing really, really, really well. retailSOS.ca | Gerry Spitzner 8
    9. 9.  Set a clear target. ◦ One that needs what you have to offer. You'll prefer some directions, not others. Targeting will make you most effective.  Identify your strengths. ◦ What you know and what you can do are the foundation of your PVP. Hone in on what those are.  Tie your strengths to your target position. ◦ Don't leave it up to the employer to figure out how your strengths relate to what he /she needs. Connect the dots for them.  Provide evidence and success stories. ◦ Strengths may be what an employer is "buying," but your achievements are the evidence you have those strengths. retailSOS.ca | Gerry Spitzner 9
    10. 10. Business Networking The idea of networking makes many people uncomfortable…or confused. It’s easy to see why. retailSOS.ca | Gerry Spitzner 10
    11. 11.  Network with the intention of helping other people, not yourself. Don’t expect anything.  Networking is more about listening to what people say; ◦ Rather than saying the right things or what you want to tell them.  Start by focusing on being friendly and helpful. ◦ #1 tactic - simply spread information in a friendly & helpful way.  Develop the habit of introducing people. ◦ Connecting like-minded people is a powerful way to enhance your network.  What You Should Do Now retailSOS.ca | Gerry Spitzner 11
    12. 12. Brand and Branding What’s the difference? retailSOS.ca | Gerry Spitzner 12
    13. 13. 13retailSOS.ca | Gerry Spitzner
    14. 14. retailSOS.ca | Gerry Spitzner 14
    15. 15. Horizontal Brand Vertical Brand retailSOS.ca | Gerry Spitzner 15
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    35. 35. retailSOS.ca | Gerry Spitzner 35 that it’s a journey; but not a random one; the destination should be known.
    36. 36.  Follow Twitter: @passion4retail  Connect LinkedIn: Gerry Spitzner  Web: retailSOS.ca  Blog: gerryspitzner.com  Email: gerry@retailsos.ca  Online Biz Card: gerryspitzner.tel  Online Biz Card: retailSOS.tel retailSOS.ca | Gerry Spitzner 36
    37. 37.  To your business and professional success, thank you for your attention.  Time for questions...? retailSOS.ca | Gerry Spitzner 37
    38. 38.  Gerry Spitzner is an optimist with a natural "kid-like“ curiosity for improving life and business results. He believes in a bright future and our ability to build it together. Gerry is passionate about making the public aware of the great things Pharmacists do. Drawing on 35+ years experience in multi-site retail Pharmacy operations, drug store ownership and the Pharmaceutical wholesale supply-chain; Gerry brings the leadership, knowledge and market awareness of business development to retail Pharmacy owners helping them achieve growth objectives. He teaches and inspires Pharmacists to achieve results by aligning their vision with marketing strategy and operational execution. Fascinated with a lifelong curiosity for why customers buy and a passion for retail Pharmacy; Gerry guides leaders and organizations to create, engage and keep great customers by delivering the promise of an extraordinary customer experience. He has devoted his life to sharing his thinking with other Pharmacy leaders to manage market analysis and build business plans that increase profitability and create competitive advantage with systems to implement. His company is retailSOS.ca, a Vancouver-based business management consultancy with a suite of outsourced business services to support Pharmacy owners starting, buying or strategically realigning their practice. With a clear understanding of the business of Pharmacy he uses a solution oriented focus with ideas and alternatives that clients can use to address the changing practice issues they face right now. Gerry understands who they are, what they need, and where to find it, helping them market and strategically realign their professional clinical services to integrate the business activities of optimal drug therapy outcomes through patient centered care. retailSOS.ca | Gerry Spitzner 38