Personal Brand Presentation - Job Club

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

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:

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

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

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

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

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

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

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

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

Alerts
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

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.

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

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Personal Brand Presentation - Job Club

by Alicia Falcone on Jul 18, 2009

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