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Personal Branding


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    • 1. Personal Branding Presented by LaunchPad Careers © 2009 LaunchPad Careers, Inc.
    • 2. Overview
      • Learn why personal branding is relevant to your job search.
      • Discover your personal brand.
      • Create your personal brand.
      • Communicate your personal brand.
      • Maintain your personal brand.
      © 2009 LaunchPad Careers, Inc.
    • 3. Discover Your Personal Brand © 2009 LaunchPad Careers, Inc.
    • 4. What Is Personal Branding?
      • Definition: The process of marketing people and their careers as brands.
      • Personal branding suggests success comes from self- packaging rather than self- improvement .
        • Examples: Oprah Winfrey and Donald Trump
      • In a competitive job market, personal branding, if done correctly, will allow you to create a strategic advantage over your competition.
      • Candidates with strong personal brands have a better chance of being seen.
      © 2009 LaunchPad Careers, Inc.
    • 5. Why Create a Personal Brand?
      • Trend is towards a project-based job market and workforce.
      • Can set you apart from the crowd.
      • Creates value for your specialization and brand.
      • Provides you with a platform to be heard.
      © 2009 LaunchPad Careers, Inc.
    • 6. Project-Based Job Market
      • With the growing use of staffing agencies and contract workers, more companies are operating on a project-by-project basis.
      • Workers will be evaluated and hired for their ability to complete projects on time and within scope.
      • Longevity and education will take a back seat to experience, deliverables, and measurables.
      © 2009 LaunchPad Careers, Inc.
    • 7. Differentiation
      • Stand out from the crowd.
      • Differentiation is accomplished by specialization and reputation building.
      • If you are known for delivering quality projects on time, clearly demonstrate this on your resume, CV, blogs, and online profiles.
      © 2009 LaunchPad Careers, Inc.
    • 8. Value Creation
      • Being different and unique automatically creates more value for your brand.
      • Building your reputation and having a proven track record will bring value.
      • Value is not finite or constant. It will change based on a customer’s wants and needs at any given time.
      © 2009 LaunchPad Careers, Inc.
    • 9. Gives You a Voice
      • Blog about your field of expertise. You might get a referral from a well-known industry expert.
      • Create a website to display the presentations you have given during your career.
      © 2009 LaunchPad Careers, Inc.
    • 10. Fit for a Mobile Career
      • Having a personal brand in a more transient, project-based working world has advantages.
      • You didn’t need a personal brand working for a company for 20 years. Companies provided a career path, and your reputation was known internally.
      • In a mobile career world, after you finish your project or are released from an assignment, you take your personal brand with you.
      © 2009 LaunchPad Careers, Inc.
    • 11. Create Your Personal Brand © 2009 LaunchPad Careers, Inc.
    • 12. What a Personal Brand Looks Like
      • Not a homogenous concept.
      • Comes in many forms:
        • Resume to Curriculum Vitae
        • Websites and Blogs
        • References
      • Everything that contributes to your brand and how the outside world views you.
      © 2009 LaunchPad Careers, Inc.
    • 13. Your Personal Brand
      • You already have a personal brand: your reputation among friends and family, in your company and community.
      • It is sometimes easier for others to assess you than for you to assess yourself.
      • How do other people view you?
      • What are you known for?
      © 2009 LaunchPad Careers, Inc.
    • 14. Exercise 1.1
    • 15. Building Your Reputation
      • As you build your career around your personal brand, each accomplishment will contribute to and grow your reputation. What do you want to be known for?
      • Internal vs. External Brand
        • It’s important to have an accurate picture of your internal vs. external brand so you can more accurately map out how to attain your career goals.
        • Hindrance to career development: incongruent internal picture and external view about your personal brand.
      © 2009 LaunchPad Careers, Inc.
    • 16. What You Have to Offer
      • Your personal brand should spell out exactly who you are and the most important thing you have to offer.
      • What are your feature benefits?
      • What makes you different?
      • Don’t be generic.
        • One benefit of going with a generic brand is the price.
        • Once you’re relegated to a “low-price” brand, you are treated as a commodity and you lose your value.
      © 2009 LaunchPad Careers, Inc.
    • 17. Exercise 1.2
    • 18. How You Will Save or Make Money
      • The more clearly you state how you will make or save a company money, the more valuable your brand becomes.
      • Begin with a powerful summary of your brand.
      • Focus on your value proposition.
      © 2009 LaunchPad Careers, Inc.
    • 19. Exercise 1.3
    • 20. Greatest Accomplishment
      • What is your greatest accomplishment? Define and market your personal brand by having a specific answer to this question.
      • Consider mentioning it in your online profile.
      • This is an opportunity to brag, so don’t be modest.
      © 2009 LaunchPad Careers, Inc.
    • 21. Exercise 1.4
    • 22. Transferable Skills
      • Definition: Skills you have acquired through life experiences that are transferable and applicable to your job or careers.
      • Identify skills that can help you demonstrate a value-added brand.
      • Show a consistent track record of transferable skills from company to company and project to project. This will help cement your brand.
      © 2009 LaunchPad Careers, Inc.
    • 23. Exercise 1.5
    • 24. Get a Brand Referral
      • Referrals are invaluable tools that will help you get your foot in the door or land new clients.
      • Referrals = Endorsements
      • When someone endorses your brand, you are essentially “piggybacking” off of that person’s established brand within the company.
      © 2009 LaunchPad Careers, Inc.
    • 25. Identify the Sizzle
      • 3 unique qualities that set you, the candidate, apart from the competition and speak to your personal brand.
        • Example: Track record of growth, success, civic, and social consciousness.
      • Present features in terms of benefits.
      © 2009 LaunchPad Careers, Inc.
    • 26. Exercise 1.6
    • 27. Communicate Your Personal Brand © 2009 LaunchPad Careers, Inc.
    • 28. The Reach of Marketing
      • Personal brands become stronger the more exposure they get.
      • The bigger your brand, the more powerful it is.
      • Leverage free technology like social networking.
      • Work to promote your brand every day.
      • Do it between assignments. You are never “unemployed.”
      • Don’t neglect more traditional techniques: phone calls, letter writing, person to person contact.
      © 2009 LaunchPad Careers, Inc.
    • 29. Personal Branding Tool Kit
      • Resume and Curriculum Vitae
      • Business Card
      • Email Signature
      • Personal Website
      • Social Networking Sites
      • Blogs
      © 2009 LaunchPad Careers, Inc.
    • 30. Resume and Curriculum Vitae
      • The paper resume is becoming obsolete.
      • The majority of resumes are already submitted and transmitted digitally.
      • Technology will further blur the lines of resumes, online profiles, blogs, and websites.
      • Personal branding statement on your resume should catch the reader’s eye.
      • Recommended tool for Web 2.0:
        • Create powerful multimedia resume and share it digitally.
        • Allows you to add blogs, podcasts, LinkedIn widget, videos.
      © 2009 LaunchPad Careers, Inc.
    • 31. Visual CV © 2009 LaunchPad Careers, Inc.
    • 32. Business Card
      • Components of a Well-Branded Business Card
        • Style: Should match your profession.
        • Name: Should be prominent on the card and in a clear font. A brief caption below your name can also reinforce your brand.
        • Picture: Benefit is that people will remember who you are.
        • Contact Information: Phone and email large enough to easily read.
        • Website, Blog, LinkedIn: No need to include more than 2.
      © 2009 LaunchPad Careers, Inc.
    • 33. Email Signature
      • Great way to promote your brand because it is sent out frequently and is easily referenced.
      • Example:
      • Abraham J. Jankans
      • President & Chief Career Coaching Officer
      • LaunchPad Careers, Inc.
      • d: 800.363.0307 f: 866.293.8564 c: 949.500.0711
      • DuPont Dr., Suite 214, Irvine, CA 92612
      • [email_address]
      • | LinkedIn | Facebook | Twitter
      © 2009 LaunchPad Careers, Inc.
    • 34. Personal Website and Social Media
      • Purchase your If your name is already taken, try adding a middle initial.
      • Free website builders:
      • Be consistent when building your brand across multiple media and platforms.
      • Social networking sites:
      © 2009 LaunchPad Careers, Inc.
    • 35. Blogs
      • Specialization: Add value by contributing new information or writing from a new perspective.
      • Targeted posts: Research the requirements and skills for positions you are seeking, and write blog posts on those topics.
      • Example: Joshua Persky, “Oracle of NY.”
      • Contribute to other people’s blogs.
        • Start by commenting on existing blog posts.
        • Building a rapport with the author.
        • Request to be a regular contributor.
      • Micro-blogging.
        • Good for broadcasting short messages and links to information.
        • Example: Twitter. LinkedIn, Facebook also offers this feature.
      © 2009 LaunchPad Careers, Inc.
    • 36. Using a Photo: The Benefits and Dangers
      • Using your photo to promote your personal brand can have many benefits.
        • We live in a world driven by visual images.
      • Dangers: It can compromise your privacy and identity.
      • When and where to include a photo:
        • Resume: NO
        • Online resume or CV: OPTIONAL
        • Online blog, profile, website: YES
      © 2009 LaunchPad Careers, Inc.
    • 37. Consider an Avatar
      • Avatar: graphical representation of a person, used on the Internet.
      • Keep your avatar as close to the real you as possible.
      • Keep it professional, but don’t be afraid to add some flair.
      • Sites: http:// avatar /
        • Copy the browser screen by holding down the CTRL key and pressing the “print screen” key.
        • Paste image into a picture editor such as Paint and edit.
      © 2009 LaunchPad Careers, Inc.
    • 38. Speaking Engagements
      • Consider speaking at industry conferences and meetings to promote your brand.
      • Public speaking, if done well, can quickly elevate your status as an industry expert.
      • Tip: Videotape your speaking engagements. You can post these videos to sites and profiles.
      © 2009 LaunchPad Careers, Inc.
    • 39. Maintain Your Personal Brand © 2009 LaunchPad Careers, Inc.
    • 40. Maintain Your Personal Brand
      • Limit the number of places where you promote your brand.
      • Limit your online presence to no more than one online resume, one personal website.
      • Keep your brand current.
        • Update resume and online profiles to reflect new information or feature benefits.
        • Do not neglect your brand just because you find a new job.
          • Add to your brand by taking classes, reading books, listening to podcasts to update your knowledge related to your field.
      © 2009 LaunchPad Careers, Inc.
    • 41. Evolving Brands
      • Re-invent your brand to fit the situation and keep yourself in high demand.
      • Take your transferable skills and apply them to new areas and fields.
        • Examples: Hillary Clinton and Apple
      © 2009 LaunchPad Careers, Inc.
    • 42. Protect Your Brand
      • Remember that stereotypes and misconceptions are easily formed and hard to overcome.
      • Toss out your generic, old resume.
      • Remove your beer bong pictures from Facebook and MySpace.
      • Beware of phone ringback tones. While in an active job search, use a standard ringtone.
      • Have a professional email address.
      © 2009 LaunchPad Careers, Inc.
    • 43. Not Outgoing?
      • Technology allows you to build your personal brand from behind a computer screen.
      • You can maximize the promotion of your skills through blogs, virtual resumes, and websites, all mediums to better define your brand.
      © 2009 LaunchPad Careers, Inc.
    • 44. Summary
      • Have a strong personal brand that will give you an advantage over the competition.
      • Use your resumes, curricula vitae, blogs, social network profiles, and public forums to promote your brand.
      • Your view of your personal brand must match others’ view of your personal brand.
      • Use social networks to promote your brand, but don’t neglect the real world.
      • Purchase .
      • Get people to refer you to their contacts.
      • Create three sizzles that define your brand.
      • Leverage technology.
      • Protect your brand by only promoting positive and constructive information about yourself.
      © 2009 LaunchPad Careers, Inc.
    • 45. Any Questions? © 2009 LaunchPad Careers, Inc.