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Lee Hecht Personal Brand Presentation 9-9-09
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Lee Hecht Personal Brand Presentation 9-9-09


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How to use a Personal Brand during a career transition

How to use a Personal Brand during a career transition

Published in: Career, Business, Technology

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  • Dear Alicia,
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    I really like it.

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  • 1. Put yourself in the driver’s seat with a Personal Brand
    Put yourself in the driver’s seat
    with a Personal Brand
    Photo credit: jpg -P
  • 2. Overview
    • The concept of a brand
    • 3. What is a Personal Brand
    • 4. Why you need one
    • 5. How to develop one
    • 6. Using Social Media to find a job or prospect
    Front page photo credit: jpg -P
  • 7. How do you make people feel?
  • 8. 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
  • 9. 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.
  • 10. This is a product
  • 11. This is a logo
  • 12. This is a brand
    A brand is a promise of value
    Photo Credit:
    Photo Credit:
  • 13. How a Product or Service differ from a Brand
    A 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.
  • 14. The Good News…
    A brand can be a
    business person’s best friend
  • 15. The Good News…
    A brand can be a
    business person’s best friend
    The Bad News….
    Or Not
  • 16. 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)
  • 17. We choose, use and engage with brands every day
    The car you drive
    The soda you drink
    The computer you use
    People you recognize by first name alone?
  • 18. Visible representations of brands are everywhere
  • 19. You DON’T own your brand
    Your Customers Do!
    Without their perceptions and emotions
    in their heads, all you have is a
    product or service.
  • 20. This is important because of a simple truth:
    People buy from who they KNOW, LIKE and TRUST!
  • 21. This is important because of a simple truth:
    People buy from who they KNOW, LIKE and TRUST!
    Driven by the following
  • This is important because of a simple truth:
    People buy from who they KNOW, LIKE and TRUST!
    Driven by the following activities
    The brand influences the perceptions and emotions
    that cause people to “like and trust” you
  • 28. 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
  • 29. 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
  • 30. YOU have a brand
  • 31. Your role as Marketing Officer of Brand YOU
    To steer, shepherd, direct and inspire these
    perceptions and emotions so that they align
    with your vision for your brand andyour goals
    for your career.
  • 32. 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
  • 33. Why you need a Personal Brand?
  • 34. We all are Free Agents in this new economy
  • 35. A Personal Brand
    Creates differentiation
    A Personal Brand helps those buying what you’re selling to choose you
    Increases your visibility
    Social Media is a big driver behind the recent growth in Personal Brands
    Shortens sales cycles
    Speeds up the process for people to know, like and trust you
    Improves 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
  • 36. Personal and Company brands have similar elements
    Personal Brand
    Company Brand
    Brand Identity
    Locate things
    Brand Attribute(s)
    Charismatic, Great Orator
    Brand Promise
    Fast, accurate, search results
  • 37. There are three equal elements of a Personal Brand
    • Value Identification
    • 38. Value Communication
    • 39. Value Delivery
  • Value Identification starts with introspection
    What 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?
  • 40. And includes listening to how others experience you
    How do others experience you?
    What do people compliment you on?
    What about you makes people stop, watch and say WOW?
    Photo Credit:
  • 41. And identifying who needs what you sell
    What is important to your target
    What keeps them up at night?
    How can do you deliver
    a unique solution to them?
  • 42. What are your brand attributes?
    Detail Oriented
    Easy Going
    Self Starter
    Results Driven
    Quick Study
    Choose ones that are authentic for you and relevant to your goals and audience
  • 43. And end with your brand promise
    Finish with a written, one-sentence
    Brand Promise that describes:
    • The value you offer
    • 44. Who it is intended for
    • 45. Your differentiation
    Make 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 activities
    Photo credit:
  • 46. 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 proposition
    Develop a timeline to implement that supports
    constancy in your communications
    Brand Communications Wheel
    Bio &
    Social Media
    Photo Credit:
  • 47. Consistently walkingyour talk iskey to Value Delivery
    Design processes and implement habits that align with your brand attributes
    Use your brand promise as a decision making tool for your work, time-management, marketing, etc.
    Get regular feedback to document your value delivery
    Social Media
    Photo Credit: MarzanaMax - Flickr
  • 48. Nurture your brand to maintain it
    Use Google Alerts and feedback from your audience to continually gather valuable feedback
    Establish metrics to measure success (i.e. page rank in Google for your name)
    Evolve to stay relevant
    Social Media
    Photo Credit: MarzanaMax - Flickr
  • 49. Use the three brand principles to tie it all together
    Take the time to bring
    clarity in what sets you apart
    Consistently deliver predictable value
    Be constantly visible to your target
    Social Media
    Photo Credit: MarzanaMax - Flickr
  • 50. Five ways to use Social Media to find a job or prospect
    Listen to relevant industry conversations
    Research prospective employers and prospects
    Network with friends and colleagues
    Find people in your field
    Share your expertise
    Social Media
    Photo credit:
  • 51. Listen
    What is being said about you, your field, industry,
    prospective clients or employers
    Who is hiring in your field or industry
    News about a prospect or employer
    Tools: Google Alerts, Twitter
    Social Media
    Photo credit:
  • 52. Alerts
    Set up Google Alerts at
    Social Media
  • 55. Research
    • Target Companies, Prospects, Decision Makers, Hiring Managers
    Tools: Linkedin, Twitter
    Social Media
    Photo Credit:
  • 56. 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
  • 57. Network
    • Connect with colleagues and friends
    Linkedin, Twitter, Facebook
    Social Media
    Photo credit:
  • 58. for Networking
    Don’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
  • 59. Find
    • People in your field
    • 60. Hiring Companies
    • 61. Targeted Prospects
    Tools: Linkedin, Twitter
    Social Media
    Photo Credit:
  • 62. Finding people, companies, & info. on Twitter
    Twitter search resources:
    Social Media
  • 63. Share
    Your expertise, thought leadership, unique value proposition
    Tools: Slideshare, Facebook, Blog, Twitter, Visual CV, Podcasts, Youtube, Webinars
    Social Media
    Photo Credit:
  • 64. Visual CV
    Free, multimedia-based resume
    • Share work samples, audio, video and more
    • 65. Control who sees it, or
    • 66. Share via social networks
    • 67. Outstanding for Google rank
    • 68. Ability to customize for different audiences
    Social Media
  • 69. Five Social Media Best Practices
    Claim your name
    Shoot for consistency in profile name across different social media
    Fully complete a profile on 1-2 key social networks.
    Consistency counts
    With names, photos
    With profiles, remember to use your brand attributes but also show your personality
    Get your “elevator pitch” down to 140 characters
    Listen first, engage second
    Be authentic; “faking it” is never a good strategy
  • 70. Five Next Steps
    Revisit your mindset
    Think of yourself as a “free agent”
    Research your brand
    Review the questions about yourself to pinpoint your differentiation
    Ask for feedback from others; Consider a 360 (
    Choose brand attributes to use in communications
    Google yourself to get a baseline on your online visibility
    Set-up a Google Alert on your name
    Ask 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 ( and put it in your email signature line
    Fill out the profile summary and use a professional headshot
    Incorporate your brand attributes into your profile summary
    Email me to receive my “10 Top tips to maximize your brand on Linkedin.”
  • 71. Your brand is your story!
    Live it inside, Tell it outside, and People will LISTEN
  • 72. 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
    My Brand Promise
    A 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.