Me, inc how to create and market your personal brand

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Presentation at 2011 Silicon Valley CodeCamp

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  • Over the next hour I’m going to show you how to set goals, research your target market, develop your value proposition and execute your marketing strategy
  • The great communicator, hope and change, just win baby, think different
  • How many of you have a personal brand? How many of you have a personal brand? It’s what your known for, what people think about you, it’s your value proposition How many of you have more than one job? How many of you have a personal brand? In fact, everyone has a personal brand and while you can’t manufacture your brand you can certainly customize it to meet your goals
  • Looking for a promotion, target audience could be your boss, owner or CIO Job security, maybe you need to show business impact or ability to transfer into business unit or become a project manager, learn new technology Compete for new jobs, recruiters,IT managers who want value and risk avoidance—look at key words top requirements in job postings Colleague recognition, leader, team player problem-solver, go-to resource Examples products
  • Don’t start writing too soon, remember the Edsel and New Coke
  • It’s up to you what you choose to use or not use, Handle is good for e-mail signature, business cards, e-mail address or blog name if you create your own, even as a way to sign your contributions to discussion forums Branding statement is an elevator pitch, need a different version for resumes, stand-up at meetings or answer those tell me about yourself questions You’ll need
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  • Me, inc how to create and market your personal brand

    1. 1. ME, Inc. How to Create and Market Your Personal Brand
    2. 2. Leslie Stevens-Huffman <ul><li>Handles: Talent Wizard, Career Expert, Independent Writing Professional, Innovative Instructor </li></ul>
    3. 3. My Branding Statements <ul><li>Offer the unique ability to compel sophisticated readers by combining two decades of hands-on business management experience with robust reporting and writing skills </li></ul><ul><li>Offer professionals the opportunity to advance their careers through proven strategies and two decades of staffing industry experience </li></ul>
    4. 4. Today’s Goals <ul><li>Define a personal brand </li></ul><ul><li>Outline six easy steps to help you discover, create and market your personal brand </li></ul><ul><li>Interactive, informal session </li></ul>
    5. 5. Famous Handles or Branding Statements
    6. 6. What is a Personal Brand? <ul><li>A personal brand is your promise to the marketplace and the world. Since everyone makes a promise to the world, one does not have a choice of having or not having a personal brand. Everyone has one. The real question is whether someone’s personal brand is powerful enough to be meaningful to the person and the marketplace. </li></ul>
    7. 7. Great Brands… <ul><li>Memorable and succinct </li></ul><ul><li>Evolve over time </li></ul><ul><li>Resonate with target audience </li></ul><ul><li>Purposeful and strategic </li></ul><ul><li>Support goals </li></ul><ul><li>Not just social media </li></ul>
    8. 8. Step One: Set Goals <ul><li>Find a new job or change careers, industries or specialization </li></ul><ul><li>Increase job security </li></ul><ul><li>Score a raise or promotion </li></ul><ul><li>Be recognized as a thought leader or technical expert </li></ul>
    9. 9. The Case for Goals <ul><li>Focus your marketing campaign and message </li></ul><ul><li>Design media campaign </li></ul><ul><li>Rallying point </li></ul><ul><li>Evaluate your brand’s effectiveness and make adjustments </li></ul>
    10. 10. Step Two: Define Your Target Audience and Their Motivation
    11. 11. Step Three: Discover Your Brand <ul><li>What are you famous for? </li></ul><ul><li>What’s your reputation? </li></ul><ul><li>What’s your value proposition? </li></ul><ul><li>What sets you apart from others? </li></ul><ul><li>What characterizes you? </li></ul>
    12. 12. Sources <ul><li>360 feedback </li></ul><ul><li>References </li></ul><ul><li>Colleagues </li></ul><ul><li>Performance reviews </li></ul><ul><li>Customers and stakeholders </li></ul><ul><li>Endorsements and recommendations </li></ul><ul><li>Resume </li></ul><ul><li>Interview </li></ul><ul><li>Google yourself </li></ul>
    13. 13. Select Material that Supports Your Goals <ul><li>Select distinctive points, traits, attributes and experience that support your goal </li></ul><ul><li>What will resonate with your audience? </li></ul><ul><li>What do they want to hear? </li></ul><ul><li>Do you need damage repair? </li></ul><ul><li>Do you need to close gaps? </li></ul>
    14. 14. Step Four: Create Your Branding Toolkit <ul><li>Handle (s) </li></ul><ul><li>Branding statement (s) </li></ul><ul><li>Supporting examples, vignettes </li></ul><ul><li>Keyword, adjective list </li></ul><ul><li>Avatar or logo </li></ul><ul><li>Headshot </li></ul>
    15. 15. Handles <ul><li>Data janitor </li></ul><ul><li>Conscientious coder </li></ul><ul><li>Bug exterminator </li></ul><ul><li>Clairvoyant specifications guru </li></ul>
    16. 16. Branding Statements <ul><li>“Offer a proven history of discovering and eradicating the bugs that others miss in enterprise applications” </li></ul><ul><li>“Innate ability to demystify complex business requirements and transfer them into user-friendly software solutions” </li></ul>
    17. 17. Examples, Keywords, Adjectives <ul><li>Create inventories of examples, activities, keywords and complementary adjectives </li></ul>
    18. 18. Step Five: Design Your Marketing Campaign <ul><li>1) Select media and activities that reach and resonate with your target audience </li></ul><ul><li>2) Compels them to act </li></ul><ul><li>3) Sustainable and sequential </li></ul><ul><li>4) Adaptable </li></ul>
    19. 19. Step Six: Evaluate Progress and Refine <ul><li>Are you reaching your target audience? </li></ul><ul><li>Are you achieving your goals? </li></ul><ul><li>Does your message need to be refreshed or revised? </li></ul>
    20. 20. ME, Inc. Ready, set, now go market!!

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