The Brand “You” Set yourself apart with a Personal Brand

What is a Brand?

BRAND A brand is a perception or emotion maintained by a buyer or prospective customer, describing the experience related to doing business with an organization or consuming its products and services

Brands are what people say about you when you’re not in the room Company Brand Personal Brand Brand Attribute(s) Brand Promise Brand Identity Change Fast, accurate, search results Charismatic, Great Orator Locate things A Brand is also a promise to an audience

Brand Commodity $2.60 $.99 Differentiated brands can charge a premium

Personal BRAND A perception or emotion , maintained by somebody other than you describing the total experience of having a relationship with you .

Personal BRANDING The process by which individuals and entrepreneurs differentiate themselves by identifying and articulating their unique value proposition and then leveraging it across platforms with a consistent message and image to achieve a specific goal.

Carl Oprah Obama Madonna Brad Funk Jack

Media made these personal brands household names Media is no longer just for the rich and famous

What a Personal Brand is NOT! What you say about yourself An extension of your employer’s brand Your presence in social media Anything you can ask for A perk Something you’re entitled to A gift someone can give you About power Permanent or Guaranteed Source; Scott Ginsburg: www.thenametagguy.com

What you say about yourself

An extension of your employer’s brand

Your presence in social media

Anything you can ask for

A perk

Something you’re entitled to

A gift someone can give you

About power

Permanent or Guaranteed

Offers a strategic framework for managing your career Creates differentiation Improves confidence Increases your visibility Helps you achieve your goals Allows you to pick and choose jobs and assignments You ARE being “Googled” so why not manage Brand “You”? Benefits to a Personal Brand:

Offers a strategic framework for

managing your career

Creates differentiation

Improves confidence

Increases your visibility

Helps you achieve your goals

Allows you to pick and choose jobs

and assignments

The Keys to Successful Personal Branding: Be Authentic, Be Consistent and Be Seen! Clarity Your Unique Promise of Value Brand Promise Consistency “ Walk Your Talk ” Brand Experience Constancy Constant visibility to your target audience Brand Communication A Successful Brand “ YOU ”

Four Step Brand Process Discover Your Brand Develop Your Brand Communicate Your Brand Step 1 Step 2 Step 3 Step 4 Maintain Your Brand Brand Promise Brand Communications Brand Experience

Four Step Brand Process Discover Your Brand Step 1 Personal Brand Assessment Insights about YOU Goals Personal Drivers Values What are you passionate about? What are you known for? What do you have answers to? Insights from others How do others describe you? What are the three compliments people make about you? What about you makes people stop, watch and say WOW? “ Be yourself; everyone else is already taken.” Oscar Wilde

Personal Brand Assessment

Insights about YOU

Goals

Personal Drivers

Values

What are you passionate about?

What are you known for?

What do you have answers to?

Insights from others

How do others describe you?

What are the three compliments

people make about you?

What about you makes people stop, watch

and say WOW?

Four Step Brand Process Develop Your Brand Step 2 Identify your target audience Determine what is relevant to you target Write a “day in the life” for a member of your target audience Understand your “unique value proposition” Answer why are you the “go-to-person” for your field/area of expertise? Choose three personal brand attributes Align with your goals Are authentic for you Relevant to your audience “ You are the only person on earth who can use your own ability” M. Kathleen Casey

Identify your target audience

Determine what is relevant to you target

Write a “day in the life” for a member of

your target audience

Understand your “unique value proposition”

Answer why are you the “go-to-person” for

your field/area of expertise?

Choose three personal brand attributes

Align with your goals

Are authentic for you

Relevant to your audience

What are your brand attributes? Driven Easy Going Persistent Self Starter Energetic Punctual Trustworthy Likeable Diligent Detail Oriented Results Driven Organized Creative Hilarious Facilitator Prolific Adaptable Adaptable Helpful Strategic Thoughtful Motivated Continuous Learner Quick Study Innovative Dynamic Reliable Organized Efficient Methodical Consistent Choose ones that are authentic for you and relevant to your goals Genuine

Four Step Brand Process Develop Your Brand Step 2 Finish with a written, one-sentence Brand Promise that describes: what value you offer whom it is intended for your differentiation A Good Brand Promise is: short easily memorized simple and easily understood A Good Brand Promise: provides focus for decision making helps you p r ioritize work and activities is a communication tool

Finish with a written, one-sentence Brand Promise

that describes:

what value you offer

whom it is intended for

your differentiation

A Good Brand Promise is:

short

easily memorized

simple and easily understood

A Good Brand Promise:

provides focus for decision making

helps you p r ioritize work and activities

is a communication tool

Four Step Branding Process Develop Your Brand Step 2 My Example Brand attributes: Driven, Innovative, Strategic Results-Obsessed, Creative Solutions Provider, Service Orientation My Brand Promise: A driven self-starter , I hold myself accountable to solve marketing challenges with innovative solutions that create tangible, measurable results for the businesses I serve .

Four Step Brand Process Communicate Your Brand Step 3 Create a Communications Plan Select a combination of vehicles to reach your target audience and that play to your strengths Choose key messages that support your brand attributes and unique value proposition Develop a timeline to implement that supports constancy in your communications Remember Clarity, Consistency, Constancy Be clear in your messages for your audience Be consistent in your message across vehicles Be constant in your communications Bio & Resume Social Media Public Speaking Volunteer Articles Networking Brand Communications Wheel

Create a Communications Plan

Select a combination of vehicles to reach your

target audience and that play to your strengths

Choose key messages that support your brand

attributes and unique value proposition

Develop a timeline to implement that

supports constancy in your communications

Remember Clarity, Consistency, Constancy

Be clear in your messages for your audience

Be consistent in your message across vehicles

Be constant in your communications

Personal Brand Tool Box for the Job Search Resume Cover Letter CD Portfolio Business Card Personal Website Networking Visual CV Job Search Tool Box

Four Step Brand Process Maintain Your Brand Step 4 Monitor your brand experience at regular intervals 360 Feedback Establish metrics to measure Be consistent ; “walk your talk” Use your brand promise as a guide “ Google” yourself; set up Google Alerts Evolve to stay relevant “ When you’re finished changing, you’re finished” Ben Franklin

Monitor your brand experience at regular

intervals

360 Feedback

Establish metrics to measure

Be consistent ; “walk your talk”

Use your brand promise as a guide

“ Google” yourself; set up Google Alerts

Evolve to stay relevant

Using Social Media to find a job…or a prospect

Using Social Media to find a job or a prospect Activity: Listen (Tools: Twitter, Google alerts, other online) To what is being said about your field, industry To who is hiring in your industry or field To news about a prospect To what is being said about you, targeted companies, your industry Activity: Research (Tools: Linkedin, Twitter) Companies Targeted Prospects Hiring Managers Activity: Network (Tools: Facebook, Linkedin, Twitter) With friend and colleagues , people in your field Activity: Find (Tools: Linkedin, Twitter) Prospects Jobs People in your field Who is hiring Activity: Share(Tools: Slideshare, Facebook, Blog, Twitter, Visual CV) Your expertise Thought Leadership What makes you relevant, unique , authentic

Activity: Listen (Tools: Twitter, Google alerts, other online)

To what is being said about your field, industry

To who is hiring in your industry or field

To news about a prospect

To what is being said about you, targeted companies, your industry

Activity: Research (Tools: Linkedin, Twitter)

Companies

Targeted Prospects

Hiring Managers

Activity: Network (Tools: Facebook, Linkedin, Twitter)

With friend and colleagues , people in your field

Activity: Find (Tools: Linkedin, Twitter)

Prospects

Jobs

People in your field

Who is hiring

Activity: Share(Tools: Slideshare, Facebook, Blog, Twitter, Visual CV)

Your expertise

Thought Leadership

What makes you relevant, unique , authentic

101

Optimize Your Profile

Put your HEADLINE to work

Brand Your Profile www.linkedin.com/in/yourname

Speak for yourself! About you About what you do for your company Use Adwords to optimize Search

Find and Invite People to Join Your Network

Stay top of mind

Give First! Recommend Others

Give First! Make Introductions

Question and Answers

Ask and Answer Questions

Join Groups

Groups are also good for Q&A

Add Content with Applications

Looking for a Pay Check

Find Job Openings

Research Prospective Companies

Connect with Hiring Managers

Visual CV Free, secure online multi-media based resume Sharing of work samples, audio, video, powerpoint. Embed charts and documents Upload letter of recommendations, work samples, etc. Privacy setting allow ability to control who sees it Share via social networks, email, etc. Showcases your personal brand Outstanding for Google rank Customize based on audience

Free, secure online multi-media based resume

Sharing of work samples, audio, video, powerpoint.

Embed charts and documents

Upload letter of recommendations, work samples, etc.

Privacy setting allow ability to control who sees it

Share via social networks, email, etc.

Showcases your personal brand

Outstanding for Google rank

Customize based on audience

Visual CV

Twitter Find - prospects, job openings and companies that are hiring Twellow Tweetmejobs, microjobs, #microjobs, #tweetmejobs Research Use search to find and follow target companies Find and follow employees of targeted employers Share Your elevator or job pitch in your profile Your Linkedin/Visual CV/website address in profile Relevant information about your field/industry Your Visual CV Blog posts

Find - prospects, job openings and companies that are hiring

Twellow

Tweetmejobs, microjobs, #microjobs, #tweetmejobs

Research

Use search to find and follow target companies

Find and follow employees of targeted employers

Share

Your elevator or job pitch in your profile

Your Linkedin/Visual CV/website address in profile

Relevant information about your field/industry

Your Visual CV

Blog posts

Alerts Set-up Google alerts ( www.google.com/alerts ) Your Name Target Companies Keywords Subscribe via RSS or email

Set-up Google alerts ( www.google.com/alerts )

Your Name

Target Companies

Keywords

Subscribe via RSS or email

Profiles Profiles allow you to better control how you appear in Google Search results Appears at bottom of Google search page. Up to four profiles for the same name will be shown. Google account not required Options include: picture, bio information, links to other sites, pictures, contact information (limited privacy controls provided) www.google.com/profiles

Profiles allow you to better control how you appear in Google Search results

Appears at bottom of Google search page.

Up to four profiles for the same name will be shown.

Google account not required

Options include: picture, bio information, links to other sites, pictures, contact information (limited privacy controls provided)

Using Social Media for a Job Search Some Keys to Success Get your “elevator pitch” down to 140 characters GIVE & take – basic principle of networking Fully complete your profiles! Consistency counts With names, photos, profiles Don’t create it and then forget it Ask yourself what kind of relevant content can you create and share. Online social networking greatly compliments “real-life” networking and relationships but can never replace it.

Get your “elevator pitch” down to 140 characters

GIVE & take – basic principle of networking

Fully complete your profiles!

Consistency counts

With names, photos, profiles

Don’t create it and then forget it

Ask yourself what kind of relevant content can you create and share.

Online social networking greatly compliments “real-life” networking and relationships but can never replace it.

Linkedin.com/in/AliciaFalcone website: www.thebrandatwork.com Twitter.com/AliciaFalcone email: [email_address] Thank You

Linkedin.com/in/AliciaFalcone website: www.thebrandatwork.com

Twitter.com/AliciaFalcone email: [email_address]