Career branding 5 x5

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Learn how to brand and communicate your own career effectively in 10 easy steps!

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Career branding 5 x5

  1. 1. The Shotgun Method And why you should be avoiding it
  2. 2. Shotgun Method 0 Have you ever applied to 100 jobs online hoping for real results? 0 Do you think this method is sustainable for your career?
  3. 3. This is where your apps go…
  4. 4. Ready, Aim, Miss…….. 0 ”I am going to blast content out into the world in the hopes of hitting interested customers” 0 a wide spread of applications to cover as much ground as possible, like a shotgun
  5. 5. Common Recruiter Complaints
  6. 6. Too Many Clichés Drive? Commitment? Can’t explain you to others
  7. 7. Stand Out With Your Brand
  8. 8. A Brand is…. Unique
  9. 9. Brand It’s time to apply smarter
  10. 10. The 5 x 5 Brand Method 5 Steps of 5 Steps of Building Brand Communicating Brand
  11. 11. The 5 x 5 Brand Method 0 Develop Seamless Self-Brand 0 Fuse Purpose & Skills 0 Better Communicate “You” 0 Develop Memorable Story 0 Attract Business Interest
  12. 12. Focus On You… • Take a personal day • Devote time to self discover • Structure your identity • Write everything down
  13. 13. Take Notes
  14. 14. Let’s Build Your Own Secret Sauce yumm y
  15. 15. 1 2 3 Your Goal
  16. 16. Unearthing Your Brand Beneath You’re going to start by discovering your HOW and then work backwards to the core your WHY.
  17. 17. “WHY” is the heart of your brand
  18. 18. Step 1 Discover Strengths – The How
  19. 19. Your Two Skillsets Professional (learned) Personal (natural)
  20. 20. What are you good at naturally? • Gallup’s Strengths Finder tool helps you locate your general abilities • Achieving, planning, creating, collaborating etc. • 170 Questions (click picture) • 3rd Party assessment of abilities leads to deeper insights • Better Understanding of Self Click the pic for Strengths Finder
  21. 21. …After the Questionnaire 0 Copy top 5 strengths 0 Read about them 0 (click picture) 0 Highlight insights Click the pic to learn about your skills
  22. 22. Connect Professional and Natural Skills
  23. 23. Connect The Dots Personal Skills Communication Teamwork Professional Skills PowerPoint, Presentations Project Management Achiever Budgeting Ideation Design
  24. 24. Step 2 Discover Purpose – The Why
  25. 25. 0 Why do you keep preforming despite pressure and stress? 0 What end result do you bring business? 0 What do you keep coming back to?
  26. 26. Your Two Brand Purposes Business Personal
  27. 27. Business Purpose (Mad Libs) I am driven to help ____________________ by business or industry increasing ____________________ with my hard business metric unique ability ____________________ , skillset or ability resulting in ____________________ and result increased business value.
  28. 28. Personal Purpose 0 Think of activities and things you like to do or make 0 Ask yourself “WHY?” five times to drill down deeper 0 Eventually you will hover over a few key points
  29. 29. With Purpose, Skills Come Alive
  30. 30. Your Skill Set Becomes Packaged
  31. 31. Recruiters Can See The Big Picture
  32. 32. You’ve Begun To Shape Your Brand…
  33. 33. Step 3 Brainstorming & Concept Formation
  34. 34. Make a (handwritten) Strengths Finder Skills Professional Skills Business Purpose Personal Purpose Master Sheet
  35. 35. My (simple) Master Sheet 0 Strengths Finder Skills - Relator, Ideation, Adaptability, Empathy, Connectedness (plus information) 0 Professional Skills - Brand Building, Segmentation, Marketing, Strategy, Research, Analysis, Ideation, Design, Presenting 0 Business Purpose - I am driven to help medium size companies in X industry to develop loyal, repeat fans by cultivating and leveraging brand to drive sales and communicate a company's unique value. 0 Personal Purpose - I am dedicated to helping people communicate effectively by enlightening them to linguistic phenomenon, brand building insights and the innovation process.
  36. 36. Brainstorming GOALS 0 Discover Insights 0 Find Unseen Connections 0 Develop Birds Eye View 0 Connect WHY to HOW
  37. 37. Post-its Session Stick up your strengths, purposes, ideas, drives and organize them! Can you make sense of them?
  38. 38. Voice Record Your Brand Use Post-its to Help You Explain Your Brand With A Recorder in 2min. 1min. 30sec. Then Listen.
  39. 39. Ask For Help What are my strengths? Ask for feedback to gain a deeper understanding of how people perceive you
  40. 40. Step 4 Landor’s Visual Brand Driver
  41. 41. Develop Your Brand’s Visual Elements
  42. 42. Understand Yourself Visually 0 Choose 9 images that you believe best describe your brand, career and personality 0 The process will help you understand and visualize your brand elements and its perceptions
  43. 43. The Visual Brand Driver System 9 images that form a brick, with each image being drawn from a specific category Make one for yourself and have others make one for you. Internal and External perceptions – do they match?
  44. 44. What Do The Pics Say About You? Write insights on your master sheet
  45. 45. Step 5 Position Statement, Slogan & Packaging
  46. 46. Let’s Tie Your Brand Together…
  47. 47. …Polish The Seams
  48. 48. Your Slogan 0 Simple Rules of Slogan Building 0 5 Words Max 0 Germanic Words Only! Click the pic for example slogans 0 Canine vs. Dog 0 Achieve vs. Win 0 Connect purpose and your brand value 0 Your slogan should not be applicable to any/thing/one else – test it out 0 Prepare for frustration 0 Example Slogans – click pic My Slogan Curiosity. Armed & Lethal
  49. 49. Slogan Exercise 0 Ask Yourself: 0 What is your core strength that drives all others? 0 What is your god particle? 0 What do you value the most that you want business to gain from?
  50. 50. Position Statement 0 Use your master sheet 0 Work on your business purpose 0 What end business metric will you influence? 0 What exact type of business or industry will you target? Why? Purpose?
  51. 51. Pick a Brand Story 0 Choose a poignant, memorable life story or lesson you’ve learned that spurned your core brand development 0 A Story overcoming challenges and showing growth 0 Use the story as a bridge to introduce yourself and what your brand offers businesses
  52. 52. Pick Two Brand Hobbies 0 2 Hobbies to reinforce and demonstrate your drive 0 Ex. I’m curious and a self- starter: I’ve taught myself 8 languages. 0 Use these as a bridge to explain how your purpose permeates both professional and personal aspects of your life
  53. 53. Finalize Your Master Sheet
  54. 54. Now You’ve Developed Yourself
  55. 55. Next Learn How To Communicate Your Brand
  56. 56. In Phase B…
  57. 57. Ok, You Know You’re Cool
  58. 58. Can You Convince Others?
  59. 59. Let’s Demonstrate Your Value
  60. 60. Step 1 Develop Advertising Material
  61. 61. Advertise Yourself 0 Demonstrate that you understand your brand 0 Prove you know what people are looking for 0 Let’s do an advertising exercise…
  62. 62. Cisco Advertisement Template
  63. 63. Cisco Advertisement Template Left Side Product Strengths, Abilities and Qualifications (HOW) Right Side Brand Value and Promise with punchy emotional twist (WHY)
  64. 64. Advertisement Template ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
  65. 65. Advertisement Template ! ! ! ! ! !
  66. 66. Your Turn!
  67. 67. Step 2 Perfect LinkedIn Profile
  68. 68. Why Linkedin? Slogan / Brand Skills Use your Linkedin profile to explain your brand, its value to other professionals and the skills and experience used to realize the brand promise
  69. 69. Summary Section Introduce Brand Story Tactics 0 No Longer than 500 words 0 Utilize Story Format 0 Stress Brand Not Skills or Experience 0 Slogan, Brand Value, Positioning Statement 0 Story of Brand Development 0 End with professional Skillset – list top skills
  70. 70. Worth 1000 Words Professional Picture Tactics • The First Element on Your Page • Please Smile  • No Selfies • Approachable Expressions
  71. 71. Collect Endorsements Evidence of Your Skills Tactics 0 Reciprocity 0 Endorse Others Frequently and Meaningfully 0 People are more likely to help you if you help them first
  72. 72. Collect Recommendations Evidence of Your Brand Value Tactics 0 Plan to recommend two close friends tomorrow! 0 People are more likely to help you if you help them first 0 Tell them what language to use, keeping them to brand narrative
  73. 73. Step 3 Develop Brand Website
  74. 74. Website – The New Business Card 0 Order of Operations Click picture to see my example website 0 0 0 0 0 0 0 0 0 Brand Slogan Brand Promises Brand Value Brand Story Paragraph Drive / Purpose Skills and Experience Recommendations Portfolio Fresh Content – demonstrate field knowledge
  75. 75. Research Competition Though Leaders Follow an Example 0 Research websites of though leaders in your industry 0 How do they format their website? 0 What do they stress? 0 What elements/content strategy do they use? 0 Learn from them - Imitation is the best form of flattery
  76. 76. Step 4 Create Visual Resume
  77. 77. Visualize Brand Story Show, Don’t Tell Tactic 0 Make content digestible and accessible 0 Not meant to stand alone 0 Enhances all other career marketing materials
  78. 78. Free Online Services Online Services 0 re.vu 0 vizualize.me 0 www.visualcv.com 0 resumup.com 0 sliderocket.com
  79. 79. Step 5 Produce Video Resume
  80. 80. YouTube Video Resume Tactic 0 Video is the most engaging and convincing form of media 0 No Longer than 2 mins 0 Create multiple videos Click pic to see my example resume and use youtube to youtube links, building a menu system (click picture for example)
  81. 81. Now You Have The Tools
  82. 82. But, Remember
  83. 83. Don’t Apply With A Shotgun
  84. 84. Apply With A Sniper Rifle
  85. 85. Apply With Your Brand

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