Branding You As A Career Strategy

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Branding You As A Career Strategy

  1. 1. Branding “You” as a Career Strategy Presented by: Bill Tompkins Tuesday, October 1, 2002
  2. 2. Agenda Why Branding? What Branding Is Benefits of Branding Extending the Brand Concept to Personalities Creating Your Own Brand What’s in a Name Your Mission Statement Creating Your Plan of Action Maintaining Your Brand as You Move Forward
  3. 3. The Power of Brands Nike
  4. 4. Branding: Why It’s Hot Differentiation in an environment of declining profits and increasing competition/product proliferation Example: grocery products Fewer barriers to entry Difficulty of maintaining customer loyalty In the world of employment: Less loyalty to firms Rise in entrepreneurship The whole purpose of branding yourself is to differentiate yourself from the masses, to leverage your position.
  5. 5. Branding: What It Is An image or identity with emotional overtones A positioning in the mind of customers and prospects that helps to differentiate a product, store or organization A personality A connection between the consumer and the product A perception of the differences between your product and other similar products
  6. 6. Branding: What It Is Branding is the sensory, emotive and cultural image that is uniquely associated with a company and/or its products that distinguishes it from its competitors. A brand is the distinctive activity that differentiates a relevant, enduring, and credible promise of value associated with a product, service, or organization, and indicates the source of that promise.
  7. 7. Branding: What It Is A product is different from a brand. Products are what companies make and brands are what customers buy. Products are the tangible assets that the brand delivers as part of the experience.
  8. 8. Key Attributes of A Great Brand It tends to be first. It gets into the mind. It owns a word. It stays focused. It avoids line extension. It doesn’t change. It’s very competitive. It has a good name. It’s careful about “tomorrow.” It keeps going and going. SOURCE: Jack Trout, “Ten Attributes of a Great Brand.”
  9. 9. What Brands Deliver to the Customer Reliability Value Customer satisfaction (a promise)
  10. 10. What Brands Deliver to the Company Higher margins High market share Consumer loyalty Marketplace longevity
  11. 11. Branding: Core Elements Know what the brand represents Long term approach Consistency Emotional connection Relevant Define the category
  12. 12. Extending the Brand Concept to Personalities
  13. 13. Extending the Brand Concept to Personalities You are an asset that can be leveraged to serve your customer base whether it be your boss, your clients, your friends, or your soul mates.
  14. 14. Martha Stewart Category: Home decorating/ entertaining Brand Essence: “How to” information to raise the quality of life at home
  15. 15. Artist Formerly Known as Prince Category: Singer/artist (a.k.a. Roger Nelson) Brand Essence: Unconventional; Eccentric His confidence in his uniqueness is captured in a symbol.
  16. 16. Bryant Gumbel Category: Television journalist; Close association with NBC’s Today Morning Show; Next The Early Show (CBS) Now What? Brand Essence: Relentless, tough interviewer
  17. 17. George W. Bush and Albert Gore, Jr. Category: Politicians Brand Essence: Mr. Alluring vs. Mr. Boring?
  18. 18. Creating Your Own Brand
  19. 19. Creating Your Own Brand “Ultimately, we are all free agents in an economy of free agents, and we are best to put ourselves in a good bargaining position for next year’s free-agency market.” -- Tom Peters For many companies the key assets they are leveraging to their customers are their employees. The demand for broad experience keeps growing. There are lots of smart people just like you. You need to be different. You need to be a brand – but how?
  20. 20. Creating Your Own Brand “Your personal brand identity is created by finding the intersection of who you are, who you want to become and what your organization and customers want from you-all relative to any competitors.” “Your personal identity is the sensory, rational, emotional and cultural image that surrounds you.” “Personal branding, then is about finding your own personal essence that, at the same time, is valued by people in your organization.” --Chuck Pettis
  21. 21. Creating Your Own Brand How do people perceive and experience you? THIS IS YOUR BRAND. Your skills, abilities and experiences are the product.
  22. 22. Creating Your Own Brand Your Value: Figure out what value you offer your customer, your employer. Message: Hone your message through networking opportunities. Strategy: Develop a strategy for getting your message out. This can be through presentations, public speaking, freelance projects or involvement in professional organizations. Sounding Board: Have a sounding board for your brand; get feedback from your boss and mentors. Check with yourself: Review your mission statement every six months. SOURCE: Adapted from Tom Peters.
  23. 23. Creating Your Own Brand Where do you want to be in 2005?
  24. 24. What’s in a Name? William G. Tompkins, Jr. Bill Tompkins
  25. 25. Mission Statement for the Brand “You” What would you want said in your obituary? How would your best friends describe you? What do you list as your objective on top of your resume? How do people introduce you? What are you known for?
  26. 26. Creating Your Own Plan What motivates you? What are the benefits and rewards you seek? Your What are examples of how you have been Value successful? Where are you relative to your competition? Message Does your resume reflect your core value? Is your message consistent throughout all your communications? Strateg y Do you make the most of networking and volunteer opportunities? Are you a member of boards, community and professional organizations? Are you constantly updating your skills to keep abreast of the market?
  27. 27. Creating Your Own Plan Network Map Within the Within the Outside of the Organization Organization Organization AND Your OUTSIDE of Department Your Department Senior s Peers Subordinate s Types of Contacts=Breadth Types of Relationships=Depth Types of Networks=Leverage
  28. 28. Maintaining Your Brand Going Forward Where do you want to go from here? Are you on track? Are you satisfied with your career development? If so, what are you doing to enhance it? If not, what are you doing to change it?
  29. 29. Maintaining Your Brand Going Forward Now the clock is ticking- Start tonight! Leave an impression Reintroduce your brand to the person next to you - - and who is that?
  30. 30. YOU, INC.

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