Developing and using a personal brand is an important part of career management and career transition. This program will help you to understand branding and how to create your own brand.

1. Karen M Zoller, HR Performance Specialist Setting Yourself Apart From the Crowd

2. As a result of this program you will be able to: Understand how branding can help you in your career Acquire the skills to develop your own brand Describe yourself as a brand based on your talents and attributes Create a personal brand statement Acquire the skills to develop your own brand Create a career strategy using your brand Maintain and grow your brand

3. “Making your Way in the World Today, takes everything you got. . .” These are challenging times in the world of work Unemployment statistics are high Job hunting and job hopping increases Competition is stiffening You need to make sure that those around you know what you have to offer How can YOU stand out in this crowd?

4. Corporate Brands

5. Personal Branding

6. What is a Brand? A Brand symbolizes all the information associated with the product, service or individual It communicates expectations, values, ideas, personalities Effective branding boosts the bottom line of any company, individual or service. It has the ability to equip a new product or service with instant credibility and value

7. Personal Branding Process by which individuals differentiate themselves by identifying and communicating: A unique value proposition . . . With a consistent message and image . . . To achieve a specific goal A well –planned personal branding campaign creates a strong, consistent and specific association between the individuals and the perceived value he/she offers You are the product!

8. How does a Personal Brand help your Career? Developing a personal brand will help you uncover your unique skills/abilities and hidden qualities. It helps you to understand and differentiate yourself from your competition It helps you to see how you add value. Helps you to enhance your recognition as experts in your field, establish reputation and credibility, and build self confidence. A Personal Brand can guide your career “The biggest benefit you get from understanding who you are …. is a stronger belief in your own value.” br />

9. Anatomy of a Brand Skills and Competencies What particular skills and competencies do you have? What is your area of expertise? What are you passionate about? Personal Attributes What are your personal characteristics? What sets you apart from others? What are your strengths?

10. Anatomy of a Brand Personal Style What impression do you make on people who meet you? What does the way you dress say about you? How would you describe your style? Does your personal style match your personality? How well do you communicate? How do you communicate your value to others?

11. Anatomy of a Brand Who do you know? Who makes up your network? How can these contacts help you achieve your goals? Who do you partner with?

12. Anatomy of a Brand Marketing Yourself How do you market yourself? What types of community events or activities do you get involved in? How are you involved in promoting your profession? Where will people see you?

13. Where Do You Start to Build Your Brand? Elements of a Personal Brand Value Proposition: What do you stand for? Differentiation: What makes you stand out? Marketability: What makes you compelling? Start with An Inventory of You your Talents your Competencies your areas of Expertise your Values your Abilities

14. Steps to developing your Brand What are your goals? What are the kind of results you want to see in your life or career? “If you don’t know where you’re going, any road will take you there.” George Harrison

15. Steps to Developing Your Brand Understanding Yourself What are your core values? What are your guiding principles? What are your skills? Your competencies? Attributes? What sets you apart from others? What are your passions? What activities, interests or topics fascinate and energize you?

16. Exercise: From the list of Cereals below, select one that you like. Why Are you that Product and Why? Describe yourself. Cheerios Wheat Chex Cinnamon Toast Crunch Froot Loops Shredded Wheat Honeycomb Kashi – Go Lean Life Frosted Flakes Rice Crispies Wheaties Special K Berry BerryKix Raisin Bran Captain Crunch Lucky Charm

17. Exercise: From the list of Dog Breeds below, select one that you like. What are the Characteristics You Share with thAt dog? Describe yourself. Afghan Poodle Alaskan Husky Bulldog Golden Retriever Jack Russell Terrier Labrador German Shepherd Doberman Pincher Dalmatian Schnauzer Beagle Basenji Collie Basset Hound St. Bernard Greyhound Bloodhound Boxer Chihuahua Shih Tzu

18. Steps to Developing Your Brand Get feedback from family, friends, peers – What do people think of when they see you? HOW OTHERS SEE YOU Ask family members, friends, and peers: How do they see you? What do they see as your greatest strengths? “O wad some power the giftiegie us, To see oursel’s as ithers see us!” Robert Burns

19. steps to developing your Brand YOUR BRAND COMMUNITY Who are your competitors? What makes you different? What is your target audience? How will you attract your target audience to you?

20. Your Personal Brand Statement A Personal Brand Statement is a sentence that describes: What you want to be, (the value you offer); What makes you different , and -- Who your audience is. A Personal Brand Statement: A tagline Reminds you of your purpose, goal Guides you in making decisions regarding your career Communicate your value

22. What you are best at?

23. Who do you serve?“I’m the leading personal branding expert (niche topic) for gen-y (audience served).” I am a Nuclear Engineer who is expert in controlling power plants, maximizing safe & low cost power capacity (Homer Simpson) An Administrative Assistant who organizes office details while implementing efficiency recommendations My personal brand is I am an author, speaker, and consultant on technology policy and online communication. A Personal Brand Statement: Consists of one sentence Can be easily understood Can be recited from memory

24. You are “the Whole Package” Display and use your brand with: Your Elevator Speech Your Resume E-mails, correspondence Business Cards Telephone Calls Linked In, Facebook, Blogs, etc Personal Appearance Professional Demeanor Branding is about: Clarity Consistency Constancy Incorporate your brand in everything you do. “Act your brand”

25. “Once You Have Found it never let it go . . .” Maintaining Your Brand Communicate your brand throughout your career Recruit a squad of brand cheerleaders Learn from mentors who matter Collaborate with the person you want to learn from Be your own boss – think like a brand. Be ready for reinvention

26. In Closing What questions do you have? What will you take away from this discussion? How will you use this information to Set Yourself Apart from the Crowd?

27. “ You always make each day a special day. By just you're being you. There's only one person exactly like you in the whole world. And that's you yourself, . . . “ Fred Rogers

28. Resources “Career Distinction, Standing Out By Building Your Brand”, by William Arruda and Kirsten Dixon (Book) “Me 2.0 Build a Powerful Brand To Achieve Career Success”, by Dan Schwabel (Book) The Personal Branding Blog, by Dan Schwabel http://personalbrandingblog.com/ “Strengths Finder 2.0”, By Tom Rath (Book) Getting Back To Work Faster, by Jill Konrathhttp://www.getbacktoworkfaster.com/ (Free Download Book) Quintessential Careers Website: quint.careers.com “Get Hired! Winning Strategies to Ace the Interview,” Paul C. Green, PhD (Book)