1. ORM FOR CXO
Note: This presentation is based on the E-Book, “Three Steps to a Winning Personal Brand” by William Arruda of Reach Communications. (www.reachcc.com)

2. Building A Compelling Personal Brand “Your personal brand is the powerful, clear, positive idea that comes to mind whenever other
people think of you. It’s what you stand for – the values, abilities and actions that others
associate with you. It’s a professional alter ego designed for the purpose of influencing how
others perceive you, and turning that perception into opportunity.”
Peter Montoya Personal Branding Guru
Personal
Blog YOU
Note: This presentation is based on the E-Book, “Three Steps to a Winning Personal Brand” by William Arruda of Reach Communications. (www.reachcc.com)

3. Why is Personal Branding So Important? IQ + EQ + RQ = Strong Personal Brand
 Business is becoming more competitive and more global
 All companies compete for the same customers
 People buy from people
 It is the personal relationship that makes the sale
 A strong personal brand can be the tipping point when a
buyer evaluates your product or service
 Personal brand provides the guidance to shape your
strategy
 Personal brand adds enormous value to your business
 Understanding your personal brand helps you define a
direction for your business,
 Personal brand keeps it on course during difficult times
 Helps you stay focused on how you and your business
create value
 Ultimately it leads to profound personal and
professional satisfaction
Note: This presentation is based on the E-Book, “Three Steps to a Winning Personal Brand” by William Arruda of Reach Communications. (www.reachcc.com)

4. C’s of Successful Personal Branding your USP - U = Ultimate Advantage; S = Sensational Offer; P = Powerful promise
Correct: Reflects the personal attributes of its creator
Concise: Can be captured in one or two sentences
Clear: Explains what it is and what it is not
Consistent: Its promise and message never changes
Constant: Always visible and accessible
Compelling: Appropriate, interesting, and relevant to its target audience
Clever: Highly differentiated and unique
Connected: Is part of a network of partners, colleagues, and customers
Committed: Shows that that the creator is in it for the long haul
Current: Based on market needs today, with room to evolve
Note: This presentation is based on the E-Book, “Three Steps to a Winning Personal Brand” by William Arruda of Reach Communications. (www.reachcc.com)

5. Your Personal Brand is about understanding what is truly unique about you - your strengths,
Communicating Your Personal Brand skills, values, and passions – and using those attributes to differentiate yourself
Personal
Blog
Connect Discover Collaborate Publish
Must have tools for personal Communicate Your Brand:
branding
• Personalized stationary • Use power tools to
• Business cards remodel your brand image.
• Thank-you notes • Be a refined individual.
• Voice mail messages • Seek out opportunities and
• E-mail templates new business.
• Web sites • Become an expert.
• Print marketing materials • Extend the reach of your
(brochures, case studies, message.
etc.) • Speak out.
• A portfolio or resume that • Take action.
communicates quality
• A strong logo
Note: This presentation is based on the E-Book, “Three Steps to a Winning Personal Brand” by William Arruda of Reach Communications. (www.reachcc.com)

6. "Don't look to become a person of success, look instead to become a person of value ." -
Your Brand Identity System Albert Einstein
The Beginning Measuring Your Evolving Your
Brand Effectiveness Brand
• You must • Conduct a focus • Reflect product,
constantly assess group with service, and
your brand and individuals who company changes
the value that it is will provide • Keep current
bringing you and honest feedback with your
your customers. • Request feedback customer
• You must on your requirements and
continually find communications competitors
new ways to tools.
achieve your • Greater input
brand-building results in stronger
objectives. output.
Note: This presentation is based on the E-Book, “Three Steps to a Winning Personal Brand” by William Arruda of Reach Communications. (www.reachcc.com)

7. Measure Your Brand Identity System
Business
Leader
Where you will be
Thought Leader
Book
Web 2.0 Virtual Event
Pioneer
Thought leader
Digital Media
MARKET DIFFERENTIATION Web 2.0 Expert
Market Challenger Evangelists
Acquisition In
Marcom
digital space
writing
Presentation
Presentation
Me-Too Offering
Business Case
Analysis
Where I must be
This Quarter Q1 & Q2 Q3 & Q4 Next Year
TIME LINE

8. Your blog