BrandingDeveloped /Research & Presented by:       Connie Piggott Employment Advisor JSW Program        Diversity Facilitator
Presentation Topics1.What is Branding?2.Semiotics- What is that????3.Personal Branding for employment4.DIM Model5.Conclusi...
What is Branding?http://www.youtube.com/watch?v=lg            M6ejXI6nE
The Definition of Branding?                  Creating the impression that a brand                  associated with a produ...
The Skinny on Branding? BRANDING   IS A COLLECTION OF      PERCEPTIONSIN THE MIND OF A CONSUMER.BRANDS ARE BORN      OF   ...
Examples of Great Brands
Famous Brand Slogans
Semioticsa signifier (signifiant) - the form which the sign takes; and     the signified (signifié) - the concept it repre...
Famous Brands Orgins
Name that Product
How Did These Brands              Become Great Brands?• Provided consistent high quality product and/or service• Communica...
Product VS Brand• A product is made; a brand is made up of trust  and relationships• A product is a value delivered; a bra...
Personal Branding - The Beginning   • Coined in 1997 by Tom Peters in a Fast     Company article titled “The Brand Called ...
The Importance of Self-Branding                 For job seekers           • You are the CEO of “Me, Inc.”            • You...
Why Build a Personal Brand?1. Provides a credible, distinctive, and trustworthy   identity.2. Improves your ability to inf...
Why Build a Personal Brand?• A personal brand serves as a digital resume’ providing a   wealth of information that could e...
DIM- Branding Model• Personal Branding seems like a concept that can onlybe implemented by college/university graduates or...
DIM- ModelDiscovery StagePersonality DimensionPersonal (SWOT)Assessment             Implementation Stage                  ...
Personality Dimensions  PD® is a system, that emphasizes the self-discovery process, and uses thehighly effective, time-ho...
SWOT Assessment     Self-assessment involves identifying and    understanding interests, skills, and values       as a fou...
SWOT Assessment
Creating A Master Inventory                      What is a Master Inventory?                        A Master Inventory is ...
Discovery ResultsIn the Discovery Stage the client will becomemore aware of their position as a job seeker in thejob marke...
Implementation Stage              Personal Plan Of ActionThe Career Action Plan: is based on the principle that planningfo...
Implementation Stage     Investigating the possibilitiesLabour Market Research It is important to find out what typesof jo...
Implementation Stage   Sometimes a client ambitions may notcoincide with their skills set. Individuals mayneed to return t...
Implementation StageIn the Implementation stage the client willhave a employment map that will allow them tovisually see t...
Marketing StageCreate Your Own Mission StatementJust as mission statements provide direction and purposefor companies, ind...
Marketing StageMarketing MixDeveloped from the 4 Ps of marketing. The 4 Ps areProduct, Promotion, Place, and Price.Transla...
Marketing StagePlaceHow are you reaching employers or people who canconnect clients with employers? Facebook/Linkedin/Goog...
Marketing StageThe Elevator Pitch/ SpeechThe Elevator Speech is a clear, concise introduction thatcan be delivered in the ...
Marketing Stage        Social Mediahttp://www.youtube.com/watch?v=w           6rGe-XBi9w
Marketing StageTargeted ResumeThe all-purpose generic resume is being replaced bythe targeted resume, a resume tailor-made...
Marketing StageTargeted ResumeA targeted resume is a job search marketing tool that:•Addresses a given opportunity, making...
Marketing StageIn the Marketing stage client will understandhow branding themselves as a product will allowthem to be more...
In ConclusionPersonal branding is basically the way you marketyourself to the world. Your personal brand is whatother peop...
In Conclusion  The labels people attach to you become part of your                    personal brand.If you type an email,...
resources•   simplyenlightened.net•   lifecoach2women.com•   aafp.org•   career-lifeskills.com•   www.personalitydimension...
For more information        For more information on additional          Employment workshop topics  48 Fifth Street Suite ...
Branding For The Under Employed
Branding For The Under Employed
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Branding For The Under Employed

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This is a workshop that I researched and developed for Municipal Employment Workers. The concept behind behind "Branding The Under Employed" is to help employment counsellors assist clients them to help discover and build a brand for employment. This is the the introduction of a three part workshop.

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Branding For The Under Employed

  1. 1. BrandingDeveloped /Research & Presented by: Connie Piggott Employment Advisor JSW Program Diversity Facilitator
  2. 2. Presentation Topics1.What is Branding?2.Semiotics- What is that????3.Personal Branding for employment4.DIM Model5.Conclusion and Resources
  3. 3. What is Branding?http://www.youtube.com/watch?v=lg M6ejXI6nE
  4. 4. The Definition of Branding? Creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. Good brands create an emotional connection
  5. 5. The Skinny on Branding? BRANDING IS A COLLECTION OF PERCEPTIONSIN THE MIND OF A CONSUMER.BRANDS ARE BORN OF EXPERIENCE & REPUTATION
  6. 6. Examples of Great Brands
  7. 7. Famous Brand Slogans
  8. 8. Semioticsa signifier (signifiant) - the form which the sign takes; and the signified (signifié) - the concept it represents
  9. 9. Famous Brands Orgins
  10. 10. Name that Product
  11. 11. How Did These Brands Become Great Brands?• Provided consistent high quality product and/or service• Communicated clearly what the brand stood for and delivered on expectations.• Gained a high level of brand awareness and recognition.• Established a solid image and reputation in the market over time.• Maintained a relationship with users.• Developed respect and trust with customers.• Added value to the product and service…became sought after and highly valued.
  12. 12. Product VS Brand• A product is made; a brand is made up of trust and relationships• A product is a value delivered; a brand is a personality• A product is sold by a merchant; a brand is bought by a customer• A product can be easily copied by a competitor; a brand is unique
  13. 13. Personal Branding - The Beginning • Coined in 1997 by Tom Peters in a Fast Company article titled “The Brand Called You” • Peters wrote, “Regardless of age, position, or the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies. Our most important job is to be head marketer for the brand called You.”
  14. 14. The Importance of Self-Branding For job seekers • You are the CEO of “Me, Inc.” • Your career is in your hands • You are not defined by your title • You are not confined by a job description• Having a brand gives you a way to distinguish yourself • Enhancing your brand = enhancing yourself
  15. 15. Why Build a Personal Brand?1. Provides a credible, distinctive, and trustworthy identity.2. Improves your ability to influence others.3. It projects a compelling message & experience.4. Helps you stand out in an increasingly cluttered world.
  16. 16. Why Build a Personal Brand?• A personal brand serves as a digital resume’ providing a wealth of information that could ever be presented on a couple sheets of paper. Future resume will be online, filed under your name and found using Google.• It is no longer a simple matter of showing up for that job interview with a nicely crafted resume and a neat appearance. Companies are now checking online to see what they can learn about you.
  17. 17. DIM- Branding Model• Personal Branding seems like a concept that can onlybe implemented by college/university graduates orprofessional.• Most average job seekers do not understand theconcept of “Marketing” themselves for employment.• Some people see their online presence as a fantasyland.. Not connected to real life.
  18. 18. DIM- ModelDiscovery StagePersonality DimensionPersonal (SWOT)Assessment Implementation Stage Action Plan Investigate the possibilities Skills BuildingMarketing StageUsing Social Media for Job SearchingTarget Resumes
  19. 19. Personality Dimensions PD® is a system, that emphasizes the self-discovery process, and uses thehighly effective, time-honoured learning technique of manipulating cards toengage participants by choosing the temperament or personality that is most like them from the four temperament-based, colour coded Picture Cards PD ® re-confirms job seekers natural skills, providing them with a startingpoint that they can recognize communication preferences and, building self- confidence to pursue or revise their target occupation.
  20. 20. SWOT Assessment Self-assessment involves identifying and understanding interests, skills, and values as a foundation for career decision making, planning and action. Assessing and understanding your interests, skills and values is the first step in identifying the career path that is right. ***Skills*** ***Interests*** ***Weakness, Opportunities and Threats***
  21. 21. SWOT Assessment
  22. 22. Creating A Master Inventory What is a Master Inventory? A Master Inventory is a document that contains ALL of your employment related historyHow does a Master Inventory differ from a Resume? A Master Inventory contains a total history ofemployment, education and skills , while a resume should be targeted and tailored to a specific position.
  23. 23. Discovery ResultsIn the Discovery Stage the client will becomemore aware of their position as a job seeker in thejob market and be able to start to construct a viableobtainable path to employment.Clients will also be able to:• Identify personal strengths and weaknesses.• Learn about others, and how they interact with theworld around them.• Compile a reference document of employmenthistory to use for the development of future
  24. 24. Implementation Stage Personal Plan Of ActionThe Career Action Plan: is based on the principle that planningfor successful transitions will result in improved outcomes andexperiences for the job seeker.Career Goal Statement: The career goal offers a sense ofpurpose, direction and meaning to the individual. Stepsforward should be consistent with movement toward thiscareer goal.Education or Employment Milestone(s): This section is used torecord the milestones/action steps that will become aroadmap leading to the ultimate career goal.
  25. 25. Implementation Stage Investigating the possibilitiesLabour Market Research It is important to find out what typesof jobs are in demand now and in the future. This informationwill be extremely useful in career planning. It will helpindividuals to discover if your career goals tie in with labourmarket demand, or if you need to adjust them. Job seekershould study the job market, compare your interests andaspirations to what is available.
  26. 26. Implementation Stage Sometimes a client ambitions may notcoincide with their skills set. Individuals mayneed to return to school to be job ready, but while they are searching for employment they should try to increase employability. In this computerized age individuals have a unique opportunity toimprove and gain additional skills simply by having a home computer and internet access. Service providers should encourage clients to utilize the internet as a tool for job searching, branding, and networking.
  27. 27. Implementation StageIn the Implementation stage the client willhave a employment map that will allow them tovisually see the path to their employment goals andthey also will know the steps to take to achieve.Clients will also be able to:• Devise a focused employment road map and setobtainable goals.• Evaluate labour market information and assess theviability of their employment goals.• Find and utilize resources to, become moreemployable.
  28. 28. Marketing StageCreate Your Own Mission StatementJust as mission statements provide direction and purposefor companies, individuals can benefit from having theirown personal mission statement too.What to include:1. Goals - Aspirations in life (short-term and long-term)2. Core values - Who you are and what yourpriorities are3. Successes - Professional, personal, etc.4. Offerings - How you can make a difference forthe world, your family, employer or future employers,friends and community
  29. 29. Marketing StageMarketing MixDeveloped from the 4 Ps of marketing. The 4 Ps areProduct, Promotion, Place, and Price.Translate these in terms of you and your career for jobsearch success.ProductThe client is the product with unique characteristics,features, and skills.PromotionThis is your cover letter, resume, phone calls,correspondence and interviewing. Promotion toolsinclude anything that you can use to get a jobinterview and ultimately get a job offer
  30. 30. Marketing StagePlaceHow are you reaching employers or people who canconnect clients with employers? Facebook/Linkedin/Google/Blogs/Website/YouTubePricePrice includes all aspects of the compensation receivedfrom potential employers, as well as strategies to get thedesired salary. Your price not only includes salary, butalso insurance, benefits, paid time off and perks.
  31. 31. Marketing StageThe Elevator Pitch/ SpeechThe Elevator Speech is a clear, concise introduction thatcan be delivered in the time it takes to ride an elevatorfrom the top to the bottom of a building. It can be asshort as 15 seconds or as long as three minutes.
  32. 32. Marketing Stage Social Mediahttp://www.youtube.com/watch?v=w 6rGe-XBi9w
  33. 33. Marketing StageTargeted ResumeThe all-purpose generic resume is being replaced bythe targeted resume, a resume tailor-made for a specificemployment goal in a job search. Targeting resumes isnt justsmart, its critical.A targeted resume convinces the reader your work will benefita specific employer and that you should be among thecandidates invited in for a closer look.
  34. 34. Marketing StageTargeted ResumeA targeted resume is a job search marketing tool that:•Addresses a given opportunity, making it easy to see howyour qualifications are a close match to a job’s requirements.•Uses powerful words to persuade and a clean design toattract interest.•Plays up strengths and downplays any factor that underminesyour bid for an interview.
  35. 35. Marketing StageIn the Marketing stage client will understandhow branding themselves as a product will allowthem to be more successful in their job searchClients will also be able to:• Use online channels to promote themselves asbranded job seekers• Understand how to create a targeted resume.• Marketing themselves using the 4 P’s of Marketing
  36. 36. In ConclusionPersonal branding is basically the way you marketyourself to the world. Your personal brand is whatother people think of you. In some ways it’s outsideyour control, but you obviously have some influenceover it.Personal branding is unavoidable. As others interactwith you, they’ll automatically form mentalassociations that connect you with certain labels, oftenwithin the first few seconds. You can’t avoid beinglabelled, and other people can’t avoid labelling you. Ithappens automatically because our brains are wired torecognize patterns and form associations.
  37. 37. In Conclusion The labels people attach to you become part of your personal brand.If you type an email, you’re branding yourself. If youhave a conversation with a friend or family member,you’re branding yourself. How you dress, what you eat,and how you talk all contribute to your brand. Think ofyour brand as the summation of all the associationsabout you that are stored in people’s minds.
  38. 38. resources• simplyenlightened.net• lifecoach2women.com• aafp.org• career-lifeskills.com• www.personalitydimensions.ca• https://unet.rhsmith.umd.edu/• http://www.bridgestar.org/• http://www.millwardbrown.com/brandz/2012/Documents/2012_BrandZ_Top100_Chart. pdf• http://www.yourlogoresources.com/?s=wi+fi• http://www.aber.ac.uk/media/Documents/S4B/sem02.html• http://www.youtube.com/watch?v=rEgxTKUP_WI• http://www.chrisbrogan.com/img/broganbranding.pdf• http://www.rosettathurman.com/2010/05/why-personal-branding-is-the-most-effective- career-tool-for-young-professionals-a-bullet-point-manifesto/• http://jimijones.com/branding-basics/the-importance-of-the-personal-brand/• http://www.proactivehrm.com/JobSearch/Action_Plan.html#.UFdm-rJlTRI• http://www.ontario.ca/en/life_events/job/004472.html• http://www.businessinsider.com/brand-you-creating-and-self-marketing-yourself-to-find- a-job-during-tough-times-2011-3#ixzz2785u4F83• http://shazeeye.com/networking-101-how-to-market-yourself-to-get-the-job-you-want• http://www.careerplaybook.com/resumeexamples.asp• www.ivillage.co.uk/what-career-will-suit-your-personality/121527• http://mados.wordpress.com/2012/04/17/goal-2-professional-development-ii-career- reflections-with-swot-analysis/• http://www.dummies.com/how-to/content/how-to-target-a-resume-for-a-specific- job0.html• http://www.stevepavlina.com/blog/2008/02/personal-branding/• http://brandmakernews.com/personal-brand/539/the-personal-brand-book-list-8-brand- building-books-to-help-plot-your-takeover.html• http://www.youtube.com/watch?v=tmAJXqn9v3s
  39. 39. For more information For more information on additional Employment workshop topics 48 Fifth Street Suite 310, Chatham, ON N7M 4V8 Phone: 519.354.74.24 Fax 519.354.5758 Website: www.adultlanguageandlearning.ca Email us at connie@adultlanguageandearning.ca Thank You!
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