Put yourself in the driver’s seat with a Personal Brand Put yourself in the driver’s seat with a Personal BrandPhoto credit: jpg -P image52.webshots.com/.../398605150rUmIDN_fs.jpg

Overview The concept of a brandWhat is a Personal Brand Why you need oneHow to develop one Using Social Media to find a job or prospect Front page photo credit: jpg -P image52.webshots.com/.../398605150rUmIDN_fs.jpg

The concept of a brand

What is a Personal Brand

Why you need one

How to develop one

Using Social Media to find a job or prospect

How do you make people feel?

Something to think about“People will forget what you said. People will forget what you did, but people will never forget how you made them feel. ~Maya Angelou

The definition of a brand A brandis the sum of the all the perceptions and emotions about a product, or service that live inside a customer’s mind.

This is a product

This is a logo

This is a brand A brand is a promise of value Photo Credit: ant.sillydog.org/blog/pic/cult_of_mac_400x503.jpgPhoto Credit: farm2.static.flickr.com/1093/653566351_2ce5d0.

How a Product or Service differ from a BrandA product is made; a brand is made up of trust and relationships.A service is a value delivered; a brand is a personality.A product is sold by a merchant and a service delivered by a consultant; A brand is bought by a customer. A product or service can be easily copied by a competitor; a brand is unique.

The Good News…A brand can be a business person’s best friend Photo credit:2.bp.blogspot.com/.../XfYDBF6vLjc/s320/cow.jpg

The Good News…A brand can be a business person’s best friend The Bad News….Or Not

The Good News…A brand can be a business person’s best friend The Bad News….Or Not The reality…. you have one (like it or not)

We choose, use and engage with brands every dayThe car you driveThe soda you drinkThe computer you usePeople you recognize by first name alone?

Visible representations of brands are everywhere

You DON’T own your brandYour Customers Do! Without their perceptions and emotionsin their heads, all you have is a product or service.

This is important because of a simple truth:People buy from who they KNOW, LIKE and TRUST!

This is important because of a simple truth:People buy from who they KNOW, LIKE and TRUST! Driven by the followingMarketing PRSales Business Development

Marketing

PR

Sales

Business Development

This is important because of a simple truth:People buy from who they KNOW, LIKE and TRUST! Driven by the following activitiesMarketing PRSales Business DevelopmentThe brand influences the perceptions and emotions that cause people to “like and trust” you

Marketing

PR

Sales

Business Development

Branson on Branding The idea that business is strictly a numbers affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers but I think I’ve done a reasonable job with feelings. And, I’m convinced it is feelings and feelings alone that account for the success of the Virgin brand in all of it myriad forms.”Richard Branson

A Personal Brand definition The perceptions and emotions maintained by someone else other than you describing the total experience of having a relationship with YOU

YOU have a brand

Your role as Marketing Officer of Brand YOUTo steer, shepherd, direct and inspire theseperceptions and emotions so that they align with your vision for your brand andyour goalsfor your career.

Tom Peters on Personal Brands “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. “~Tom Peters

Why you need a Personal Brand? HERE

We all are Free Agents in this new economy

A Personal BrandCreates differentiationA Personal Brand helps those buying what you’re selling to choose youIncreases your visibility Social Media is a big driver behind the recent growth in Personal BrandsShortens sales cycles Speeds up the process for people to know, like and trust youImproves confidence Gets you in the right “mindset” Supports your goals and objectives A good brand is developed at a strategic level and executed (and lived) daily in the details

Personal and Company brands have similar elementsPersonal BrandCompany BrandBrand IdentityLocate things Brand Attribute(s)Charismatic, Great Orator Brand PromiseFast, accurate, search results Change

There are three equal elements of a Personal BrandValue IdentificationValue CommunicationValue Delivery

Value Identification

Value Communication

Value Delivery

Value Identification starts with introspectionWhat are your goals?What do you value?What do you like to do? What are your personal drivers?What are you known for knowing?What do others value in you? What are you most proud of? What do you do that adds remarkable, measurable, distinguishable value?

And includes listening to how others experience youHow do others experience you?What do people compliment you on? What about you makes people stop, watch and say WOW?Photo Credit: farm2.static.flickr.com/1213/1389750548_4c24c...

And identifying who needs what you sell What is important to your target audience? What keeps them up at night? How can do you deliver a unique solution to them? Photo Credit:www.andreasbard.com/goals2007.jpg

What are your brand attributes? PersistentDetail OrientedOrganizedReliableProlificAdaptableDrivenFacilitatorMethodicalCreativePunctualEasy GoingDiligentHelpfulSelf StarterEnergeticHilariousAdaptableResults DrivenTrustworthyOrganized ThoughtfulConsistentLikeableContinuous LearnerStrategicMotivatedEfficientQuick StudyGenuineInnovativeDynamicChoose ones that are authentic for you and relevant to your goals and audience

And end with your brand promiseFinish with a written, one-sentenceBrand Promise that describes: The value you offerWho it is intended for Your differentiationMake sure it is short, simple, easy to memorize and understand A Good Brand Promise provides focus for decision making and helps you prioritize work and marketing activitiesPhoto credit: 3.bp.blogspot.com/_WDdUbuPoIjI/SldWLxw-gvI/AA

The value you offer

Who it is intended for

Your differentiation

Value Communications starts with a plan Choose communication vehicles to reach your target audience AND play to your strengths Use your brand attributes to develop key messages that communicate your unique value propositionDevelop a timeline to implement that supportsconstancy in your communications Brand Communications WheelBio &ResumePublic Speaking Social MediaVolunteerArticlesNetworkingPhoto Credit: www.fuzzone.com/blog/wp-content/uploads/2009/...

Consistently walkingyour talk iskey to Value DeliveryDesign processes and implement habits that align with your brand attributesUse your brand promise as a decision making tool for your work, time-management, marketing, etc. Get regular feedback to document your value delivery Social MediaPhoto Credit: MarzanaMax - Flickr

Nurture your brand to maintain itUse Google Alerts and feedback from your audience to continually gather valuable feedbackEstablish metrics to measure success (i.e. page rank in Google for your name)Evolve to stay relevant Social MediaPhoto Credit: MarzanaMax - Flickr

Use the three brand principles to tie it all togetherTake the time to bring clarity in what sets you apart Consistently deliver predictable value Be constantly visible to your targetaudience Social MediaPhoto Credit: MarzanaMax - Flickr

Five ways to use Social Media to find a job or prospectListen to relevant industry conversations Research prospective employers and prospectsNetwork with friends and colleaguesFind people in your fieldShare your expertise Social MediaPhoto credit: www.attcnetwork.org/images/mainphoto_find.jpg

Listen What is being said about you, your field, industry,prospective clients or employersWho is hiring in your field or industryNews about a prospect or employer Tools: Google Alerts, Twitter Social MediaPhoto credit: www.attcnetwork.org/images/mainphoto_find.jpg

Alerts Set up Google Alerts at www.google.com/alerts On yourself Target Companies Keywords Social Media

On yourself

Target Companies

Keywords

Research Target Companies, Prospects, Decision Makers, Hiring ManagersTools: Linkedin, TwitterSocial MediaPhoto Credit: www.notientre.com/.../08/market-research.jpg

Target Companies, Prospects, Decision Makers, Hiring Managers

for Research A great feature of Linkedin is the ability to see the “unseen” network among people you know. Linkedin also offers great intelligence on recent employee moves within a company. Social Media

NetworkConnect with colleagues and friendsTools: Linkedin, Twitter, FacebookSocial MediaPhoto credit: farm3.static.flickr.com/2177/1804295568_5b223...

Connect with colleagues and friends

for NetworkingDon’t overlook the ability to wisely promote activity that supports your brand via “What I’m working on” in Linkedin. “Wisely” means relevant information to your network that help you stay top of mind about activities that support your brand. Social Media

Find People in your fieldHiring CompaniesTargeted ProspectsTools: Linkedin, TwitterSocial MediaPhoto Credit: i.ehow.com/.../5302485/FindDimkyy-main_Full.jpg

People in your field

Hiring Companies

Targeted Prospects

Finding people, companies, & info. on TwitterTwitter search resources:www.twitter.com/searchwww.tweepz.comwww.twellow.comwww.tweepsearch.comSocial Media

Share Your expertise, thought leadership, unique value propositionTools: Slideshare, Facebook, Blog, Twitter, Visual CV, Podcasts, Youtube, WebinarsSocial MediaPhoto Credit: i.ehow.com/.../5302485/FindDimkyy-main_Full.jpg

Visual CV Free, multimedia-based resume Share work samples, audio, video and more Control who sees it, or Share via social networks Outstanding for Google rank Ability to customize for different audiences Social Media

Share work samples, audio, video and more

Control who sees it, or

Share via social networks

Outstanding for Google rank

Ability to customize for different audiences

Five Social Media Best Practices ProfilesClaim your nameShoot for consistency in profile name across different social mediaFully complete a profile on 1-2 key social networks. Consistency countsWith names, photosWith profiles, remember to use your brand attributes but also show your personalityGet your “elevator pitch” down to 140 charactersListen first, engage secondBe authentic; “faking it” is never a good strategy

Five Next StepsRevisit your mindsetThink of yourself as a “free agent”Research your brand Review the questions about yourself to pinpoint your differentiationAsk for feedback from others; Consider a 360 (www.reachcc.com) Choose brand attributes to use in communications Google yourself to get a baseline on your online visibilitySet-up a Google Alert on your nameAsk yourself what content can you create and share that helps your target audience to “know, like and trust” you. Fully complete your profile on Linkedin to use as your “online home base”Claim your name (http://linkedin.com/in/yourname) and put it in your email signature lineFill out the profile summary and use a professional headshotIncorporate your brand attributes into your profile summary Email me to receive my “10 Top tips to maximize your brand on Linkedin.”

Your brand is your story! Live it inside, Tell it outside, and People will LISTEN

Thank You! “A brand WORKS when the stories you tell about yourself are the same stories others tell about you What stories are people telling about you? “ ~Alicia Falcone Linkedin.com/in/AliciaFalconeTwitter.com/AliciaFalconeAlicia@thebrandatwork.comwww.thebrandatwork.comMy Brand PromiseA driven, self-starter, I hold myself accountable to creatively solve marketing challenges with innovative solutions that create tangible, measurable results for the businesses I serve.