A Marketing Plan for Differentiating And Promoting Yourself

1. Sheila Jordan
Senior Vice President & Chief Information Officer Twitter: @SheilaJordan90
Brand YOU A Marketing Plan for Differentiating And Promoting Yourself

2. A brand is NOT a logo

3. If it were, this would be a cool brand

4. A brand is NOT a product

5. If it were, some would consider this an embarrassing brand

6. “I’ll buy it once and it will last for the rest of my life.”

7. “Nobody else gets it . . . how cool am I to be a Mac user?”

8. “I am a superior consumer . . . whatever I buy here.”

9. Sum total of your experiences with a company / product
What Is a Brand?
Every way you see, hear, touch, interact with the company/product

10. Strong Brands
•Deliver value and positive, consistent experiences
•Have excellent reputations
•Are strong communicators of their relevant attributes
•Evolve to stay relevant

11. TO LAUNCH your career and fulfill your personal goals
TO PLAN and track your professional and personal growth
TO DEVELOP yourself and be relevant, and stay focused
TO DIFFERENTIATE your competitive edge and stand out from the crowd
A Personal Brand & Marketing Plan is Important

12. Your Personal Brand Comprises
Everything you say and do, how you look and act, what you know and accomplish . . .

13. Know My Product Inside and Out
Where Do I Start?
Ask Yourself These Questions:
•What’s important to me?
•What am I good at/not good at?
•What is my passion?
•What are my challenges or weaknesses?
•What do I want to avoid doing?
Define Your Perfect Job in 3 Years:
•Identify gaps
•Solve for gaps either at work or outside of work
•Continue to work your plan
•Be PLANFUL
•Be AVAILABLE & FLEXIBLE

14. Personal Branding Attributes
Execution/Strategy
Connect the Dots
Dependable
Energy/Enthusiasm
Trustworthy
Confident
Coach
Ownership
Thoughtful
Leadership
Commitment
Accountable
Initiative
Passion
Responsive
Creative
Team Player
Loyalty
What is your combination?
Your brand is the sum of the attributes you present.
It’s different for everyone

15. How Does TOP Contribute to Your Career Best?
•How does each factor impact your career?
•How much control do you have over each factor?
•What happens when only two of the factors are present?
•What are some things you can do to try to move your career toward your Career Best?
•Can you experience a Career Best all the time?
Opportunity
Talent
Passion
Career Best

16. What Is My Brand?
•Wife/mother
•Daughter/sister
•Loyalty/trust
•Friend
•Dog lover
•Innovative
•Strategic
•Mentor/coach
•Developer of talent
•Collaborative
Family
Leader
Problem Solver
•Accomplish the impossible
•Challenge or complex problem
•Motto: work hard, play hard
•Results trump activity
•Celebrate results & quick wins

17. My Career Development and Focus
Martin Marietta Aerospace
Walt Disney World
Sr. Financial Analyst; promoted to SVP, Destination Disney
Cisco Sr. Vice President IT – Communication & Collaboration
Symantec SVP & CIO
University of Central Florida BA/MBA
•Accounting Degree
•MBA Finance – Minor in Computer Science
•Worked full time at Aerospace while attending school at night
•Non-traditional college experience
•Introduction to Corporate America
•Networking
•Develop deep financial acumen
•Absorption/ learning mode
•Started as a Sr. Financial Analyst, promoted to VP Finance(Mktg/Sales)
•Leadership responsibilities grew
•Knowledge CRM)
•Executive engagement
•Corporate involvement (sales)
•Multi-tasking & prioritization
•Learning Cisco
•Building new team
•Mentor/ coach
•Global company / team
•Networking
•Visionary
•Technology strategist
•Thought leadership – both IT and security
•Financial optimization
•Deliver “customer one” environment

18. Working Your Marketing Plan
•Continue to conduct a SWOT analysis (be honest) – ongoing & frequent
•Acquire skills and coaching necessary to reach goals
•Network, network, network!
•Seek input/feedback from others (identify trusted advisors – especially your peers).
•Learn from your mistakes and don’t repeat them

19. Marketing Yourself: No One Else Will Do It For You
You are the celebrity spokesperson for your brand!
GET OVER YOUR HESITATION:
“My accomplishments will speak for themselves.”
“I’m too embarrassed to blow my own horn.”
“I haven’t really done anything special.”
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As CIO for Symantec, I am responsible for driving Symantec's information technology strategy and operations ensuring that the company has the right talent, stays ahead of technology trends and maximizes the value of technology investments. My goal is to drive increased productivity, better efficiency and strategic business partnerships through simple and intuitive experiences for Symantec’s global workforce.
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Questions?
Twitter: @SheilaJordan90

21. SYMANTEC PROPRIETARY/CONFIDENTIAL – INTERNAL USE ONLY Copyright © 2011 Symantec Corporation. All rights reserved.
Thank you!
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