The Brand “You”
apart with Personal Branding
Set yourself
University of Kansas Alicia Falcone
School of Business BrandWORKS
April 6, 2009 Alicia@thebrandatwork.com

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

Do you think there is a little emotion for the brand, “KU” ?
The Alumni Association is counting on it

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

Brand Commodity
$.99
$2.60
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.

According to Jerry Wilson, Chief Marketing Officer of Coca-Cola:
Promise +
Experience =
Relationship
Brands are relationships!

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.

Rihanna
Oprah
Obama
Tiger
Miley
Lindsay
Bill

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

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

You ARE being “Googled” so why
not manage Brand “You”?
Benefits to Personal Branding:
• 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 Consistency Constancy
A
Successful
Your Unique “Walk Your Constant
Brand
Promise of Talk” visibility to
“YOU”
Value your target
audience

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

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?

Four Step Brand Process
Step 2 Develop Your Brand
• Identify your target audience
• Write a “day in the life” for a member of
your target audience
“You are the only
person on earth who can • Understand your “unique value proposition”
use your own ability” •Answer why are you the “go-to-person” for
M. Kathleen Casey 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?
Organized Efficient
Reliable
Detail Oriented Persistent
Organized
Prolific Adaptable
Driven Facilitator
Methodical Creative Punctual
Easy Going
Diligent Helpful
Energetic
Self Starter
Hilarious Adaptable
Results Driven
Trustworthy
Thoughtful Consistent
Likeable
Continuous Strategic Motivated
Learner
Quick Study Genuine
Innovative Dynamic
Choose ones that are authentic for you and relevant to your goals

Four Step Brand Process
Step 2 Develop Your Brand
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:
• a guide for decisions
•provides focus for decision making
• helps you prioritize work and activities
•is a communication tool

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

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

Four Step Branding Process
Maintain Your Brand
Step 4
• “Google” yourself; set up Google Alert
• Be consistent ; “walk your talk”
“When you’re finished
• Assess your brand at regular
changing, you’re finished”
Ben Franklin
intervals
•Establish metrics for measurement
• Gather feedback
• Evolve to stay relevant
• The best brands are flexible

101

Optimize Your Profile

Put your HEADLINE to work

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

Tell ‘em what you’re doing

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

Give First!
Recommend Others

Give First!
Answer Questions

Give First!
Make Introductions

Join Groups

Question and Answers

Ask and Answer Questions

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

Next Steps
• Learn more about Personal Branding –
• Dan Schwabel’s blog: www.personalbrandingblog.com
•Get a professional picture taken
• Sign-up for Linkedin
• Review your pictures and content on other sites
• Learn more about Linkedin
•2009 Linkedin Grad Guide:
http://grads.linkedin.com/
• Linkedin Group for College Seniors
http://www.linkedin.com/groups?gid=1839561&trk=hb_side_g

Linkedin.com/in/AliciaFalcone
Twitter.com/AliciaFalcone
Alicia@thebrandatwork.com