Building A Personal Brand


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How do you build and manager your reputation and personal brand online?

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  • Career Distinction: Stand Out by Building Your Brand ---
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  • Professional Presence: A Four-Part Program for Building Your Personal Brand ---
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  • Building Brand You!: A Step-by-Step Guide to Building Your Personal Brand ---
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Building A Personal Brand

  1. 1. Building a Personal Brand Adrienne Royer YPAC April 10, 2009
  2. 2. Why Build a Personal Brand? <ul><li>Establishes yourself as an expert or a leader in your field </li></ul><ul><li>Sets you apart in the job market </li></ul><ul><li>Enables you to launch that book, music career or business that you dream about </li></ul><ul><li>Proactively puts YOU in charge of your “digital footprint” </li></ul>
  3. 3. Why Should You Care? <ul><li>If you’re engaged in social networking or blogging, you have an online reputation </li></ul><ul><li>Google is the new resume </li></ul><ul><li>The Web is forever </li></ul><ul><li>Information and pictures on the web can have dire circumstances: </li></ul><ul><ul><li>In extreme cases, Facebook photos have increased criminal sentencing. </li></ul></ul><ul><ul><li>Insurance companies use the Web and social media to check for fraud </li></ul></ul>
  4. 4. Who’s Looking at You? <ul><li>It’s a mistake to think that only your friends are online and Googling or Facebook/Twitter stalking you </li></ul><ul><li>2/3 of Facebook users are over 35 </li></ul><ul><li>Fastest growing demographic of those on social media is the 65+ group. 45% are on a social network. </li></ul>
  5. 5. Who’s Online
  6. 6. How does this affect me? Adrienne social media fans Friends & Family Nonprofit Community &Colleagues Politics Adrienne’s online community
  7. 7. How does this affect me? <ul><li>Bottom line: Everything you do online aggregates into your personal brand identity </li></ul>
  8. 8. What is a brand? <ul><li>Branding allows a company to differentiate themselves from the competition and, in the process, to bond with their customers to create loyalty. So a position is created in the marketplace that is much more difficult for the competition to poach. A satisfied customer may leave. But a loyal one is much less likely to. </li></ul><ul><li>-MarketingVox </li></ul><ul><li> </li></ul>
  9. 9. What is a Personal Brand? <ul><li>Personal branding is how we market ourselves to others </li></ul><ul><li>- Dan Schwabel, </li></ul><ul><li>Simply put, your personal brand is you. It’s who you are. It’s your skills, the way you carry yourself, your individuality, your traits, your persona. It’s what you can do and what void you fill that no one else can. You can’t fake it. Personal brands are built on being genuine and letting people see you as you really are. </li></ul><ul><li>-Lisa Barone, </li></ul>
  10. 10. You Can Do It! <ul><li>The good news -- and it is largely good news -- is that everyone has a chance to stand out. Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of remark. </li></ul><ul><li>- Fast Company , “The Brand Called You,” Dec. 18, 2007 </li></ul>
  11. 11. Elements of a Personal Brand <ul><li>Relevance to the market or niche </li></ul><ul><li>Consistency of behavior </li></ul><ul><li>Relationship-building </li></ul><ul><li>Loyalty to the customer is returned </li></ul><ul><li>-Steven Van Yoder, Building a Personal Brand: The Brand Called You </li></ul>
  12. 12. The Personal Branding Process <ul><li>The personal branding process (DCCM) </li></ul><ul><li>1. Discover </li></ul><ul><li>2. Create a presence online and offline </li></ul><ul><li>3. Communicate via real world </li></ul><ul><li>conversations and social media </li></ul><ul><li>4. Maintain and grow as your </li></ul><ul><li>brand/career progresses </li></ul><ul><li>-Dan Schabel, </li></ul>
  13. 13. The Personal Branding Process <ul><li>Identify your strengths </li></ul><ul><li>Give back—take time to get involved in your community. Volunteer or serve on a board. </li></ul><ul><li>Your personal brand is just as important in the real world as it is online </li></ul><ul><li>3. Get other people to sing your praises </li></ul><ul><li>4. Be visible </li></ul><ul><li>- Lisa Barone, </li></ul>
  14. 14. Success Stories <ul><li>While a Georgetown University undergraduate, James began using a cheap webcam in his dorm room to create video commentaries analyzing the use of YouTube in the 2008 Presidential campaign. Within three months, he hosted Congressman Ron Paul in the first-ever dorm room interview with a Presidential candidate. He went on to interview a total of six Presidential candidates including Senator John Edwards, Senator Chris Dodd, and Governor Mike Huckabee.  </li></ul><ul><li> </li></ul>James Kotecki
  15. 15. Success Stories: Wine Library TV
  16. 16. Your Brand=Your Reputation <ul><li>“ The only way to be successful in business is by establishing a good reputation, and a brand can help you do that. Your reputation works as your strongest marketer by communicating the relationship you have with people who've done business with you, and your target market in general.” </li></ul><ul><li>-Steven Van Yoder, Building a Personal Brand: The Brand Called You </li></ul>
  17. 17. Your Brand=Your Reputation <ul><li>Be transparent </li></ul><ul><li>Privacy and boundaries no longer exist </li></ul><ul><ul><li>Your private life is visible to your professional life and your professional life is open to your private life </li></ul></ul><ul><li>Live by the Golden Rule </li></ul><ul><li>The Internet has turned the world into a small town </li></ul>
  18. 18. What are people saying? <ul><li>“ The key to any personal branding campaign is &quot;word-of-mouth marketing.&quot; Your network of friends, colleagues, clients, and customers is the most important marketing vehicle you've got; what they say about you and your contributions is what the market will ultimately gauge as the value of your brand. So the big trick to building your brand is to find ways to nurture your network of colleagues -- consciously.” </li></ul><ul><li>-Fast Company, “The Brand Called You” </li></ul>
  19. 19. How Do I Build My Personal Brand? <ul><li>Warnings: </li></ul><ul><li>Think twice about posting </li></ul><ul><li>Don’t use social media to vent </li></ul><ul><li>Regularly update privacy settings </li></ul><ul><ul><li>Every time Facebook changes, so do your privacy settings </li></ul></ul><ul><li>Take advantage of Google Alerts </li></ul><ul><ul><li>Set up an alert for your own name </li></ul></ul>
  20. 20. Strategies for Personal Branding <ul><li>Engage, Engage, Engage! </li></ul><ul><li>Follow opinion/though leaders, people you admire and professionals in your field </li></ul><ul><li>Tweet or talk to them. After all, they’re just people. </li></ul><ul><li>Set up a blog about your passion/expertise and write away. Research other blogs and comment. Exchange links and reach out. </li></ul><ul><li>Build a community </li></ul><ul><li>Create an online hub either through your blog or Facebook. </li></ul><ul><li>Offer to guest-blog </li></ul>
  21. 21. Strategies for Personal Branding <ul><li>Develop a “style.” </li></ul><ul><li>Focus on topics where you have something new to say or can add to the conversation </li></ul><ul><li>Add layers and keep it fresh </li></ul><ul><li>Develop viral content </li></ul><ul><li>Only participate in what you enjoy </li></ul><ul><li>Keep learning </li></ul><ul><li>Build your brand (skills, knowledge, etc.) not YOU. </li></ul><ul><li>Build relationships with as many people as possible </li></ul><ul><li> </li></ul>
  22. 22. Evaluating Your Personal Brand <ul><li>According to Fast Company , evaluate yourself: </li></ul><ul><li>Be a great teammate and a supportive colleague. </li></ul><ul><li>Be an exceptional expert at something that has real value. </li></ul><ul><li>You've got to be a broad-gauged visionary -- a leader, a teacher, a farsighted &quot;imagineer.&quot; </li></ul><ul><li>You've got to be a businessperson -- you've got to be obsessed with pragmatic outcomes. </li></ul>
  23. 23. Resources <ul><li>The Socialization of Your Personal Brand by Brian Solis </li></ul><ul><li> </li></ul><ul><li>Personal Branding Blog </li></ul><ul><li> </li></ul><ul><li>How to Start (or Start-over) Building Your Personal Brand </li></ul><ul><li> </li></ul>