1. Personal Branding for PSG Professionals
“Your brand is held in the hearts and minds
of those around you.”
- William Arruda
2. Are Résumés Obsolete?
• Résumés are becoming less important in getting
appointments for interviews.
• Résumés will remain important to help validate what
your other means of communication say first.
– Letters of introduction
– Professional networking
– Blogging and blog commenting
– Social network presences
– Personal branding
3. The Power of a Personal Brand
When dozens of qualified professionals compete for
every opportunity, a Personal Brand is what makes a
few stand out from the many.
A Personal Brand clarifies and communicates the
strengths, values, and passions that make you
uniquely valuable to potential employers and clients.
A Personal Brand does more than help you stand out
from your competitors. It helps you identify and
target the opportunities that fit your strengths,
values, and passions.
4. What a Personal Brand Is NOT
• A Personal Brand is NOT a collection of generic
statements, such as:
– Results oriented or driven
– Excellent communication skills
– Team player
– Ability to work with varying levels of staff
– Strong work ethic
– Proven track record of success
– Met or exceeded expectations
– Strong computer skills
5. What a Personal Brand IS
• A Personal Brand is the unique combination of
professional qualifications and personal qualities that
always come to mind when someone thinks of you.
– I help individuals and companies make the most of talent. I
work as a part of the team. I am a straight shooter who
isn’t afraid to have the tough conversations. I also believe
that people are more capable and valuable than they often
give/get credit for. My method marries the sublime with
the systematic — allowing for creativity and change with a
strong focus on foundation and implementation.
• Source: Kristi Daeda’s Professional Powerhouse Blog
6. What Is Kristi Daeda’s Personal Brand
• What does she do
– I help individuals and companies make the most of talent.
– I work as a part of the team.
• What are her personal qualities and values
– I am a straight shooter who isn’t afraid to have the tough
conversations.
– I also believe that people are more capable and valuable than they
often give/get credit for.
• What is unique about what she does and who she is
– My method marries the sublime with the systematic — allowing for
creativity and change with a strong focus on foundation and
implementation.
7. Adding a Unique Selling Proposition
• Your Personal Brand should include an implicit Selling
Proposition “Hire me, and you will get this specific
benefit."
• Your Selling Proposition should be unique, one that
competitors cannot or will not offer.
• Your Selling Proposition should be tailored to each
opportunity.
8. Another Example
• I try to exemplify the difference between a
“trusted advisor” and a trustworthy advisor.
• I integrate analysis, intuition, and cultural
awareness to solve complex, sensitive business
problems, and help senior executives make
better technology investment and
management decisions.
• I provide expert, unbiased advice, with no self-
interest attached, on cost control, quality
assurance, risk management, culture change,
and business strategy alignment.
9. What Is THIS Person’s Personal Brand
• What does he do
– Solve complex, sensitive business problems
– Help senior executives make better technology investment and
management decisions.
– Provide expert, unbiased advice on cost control, quality assurance, risk
management, culture change, and business strategy alignment.
• What are his personal qualities and values
– Try to exemplify the difference between a “trusted advisor” and a
trustworthy advisor.
• What is unique about what he does and who he is
– Integrate analysis, intuition, and cultural awareness
– No self-interest attached
10. Tools of the Trade
• Business card: should reflect your branding statement
• Resume: Multiple formats – chronological, functional, even video
• Cover Letter/references document: more useful than a résumé.
• Portfolio: if applicable, a great way to showcase your work
• Blog/website: Update regularly to display your expertise AND keep
your SEO rank higher
• Social Network profiles: LinkedIn, Facebook, Twitter, others – but
keep them in sync
• Wardrobe: Adopt a consistent style that best represents you both
online and in-person
• Email address: Google GMAIL may be the best bet for its integration
with social media. Use firstname.lastname@gmail.com.
