Personal Branding


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  • Personal Branding

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