Growing your organization or business brand by personal brand management


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Growing your nonprofit brand, company brand, business brand by personal brand, employee brand management .

Presented by:

* Brand defined
* Personal Branding
* Why branding important to employers
* Why branding important to employees
* How to build a personal brand
* Tools of the Trade
* Branding Case study: LinkedIn
* Example: My Personal brand

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Growing your organization or business brand by personal brand management

  1. 1. Growing your organization bypersonal brand management June, 2012 Presented by
  2. 2. Goal: How to develop and leverage your own personalbrand for the good of yourself and your organization.Contents• About me• Brand defined• Personal Branding •Why its important to employers •Why its important to employees• How to build a personal brand• Tools of the Trade• Case study: LinkedIn• My Personal brand• Connect With Me
  3. 3. About Me• 20 year growing sales, conversions, audiences & brand influence.• Leader in strategy, marketing, communications, branding, media, events, advertising, issue advocacy, PR & e-commerce.• Leader of a top D.C. digital media agency.• MBA & BA in Marketing. Author.
  4. 4. Brand Defined“A name, term, design, symbol, or any other feature thatidentifies one sellers good or service as distinct from thoseof other sellers.“--American Marketing Association“The emotional connection between a buyer and seller.”--Christian Moritz
  5. 5. We are all brands We are all CEOs of our own companies: "Me Inc.“ Our most important job is to be CMO for our own brand. =
  6. 6. If you aren’t positioning your personal brand others willde-position it for you.
  7. 7. Personal brands can define and grow an organizational brand
  8. 8. Personal branding can benefit nonprofit’s in two waysA single charismatic leader…. Or a hive of buzzing engaged employees…
  9. 9. Why personal branding is important to employersStrong personal brands add value to organizational brands!1. Publicity & visibility2. Increased organizational credibility3. Build engagement levels4. Expands influence5. Aids “storytelling” of mission6. Human connection to the organization7. Halo effect (works both ways)
  10. 10. Why personal branding is important to employeesYOU are the unique sub-brand of your nonprofit’s brand identity1. Your name is a brand – are you coffee or Starbucks?2. Networking and research keep the saw sharp3. Makes you a leader in your current organization4. Lifetime employment no longer exists5. Personal branding is a passive job search6. External consulting opportunities ($$ & new ideas)7. Cost Effective8. Fun
  11. 11. Five P’s of personal branding1. Passion – pick subjects that you want to engage in at 6am and midnight2. Purpose – have a defined, targeted objective3. People – hyper connect & pay it forward4. Planning – personal editorial calendar and say organized5. Perseverance – pivot your message or channel approach to expand your voice
  12. 12. Many free tools available - pick the ones that fit your style
  13. 13. Top tool for personal branding• People are using LinkedIn to search for business providers,policy experts and nonprofit advocacy organizations .• Optimizing your LinkedIn profile can get your profile listed onpage one of Google. Get Noticed!• Cheaper than spending thousands in online advertising orwebsite SEO.
  14. 14. A complete profile combined with many connections, e.g. at least 50 will rank higher in Google results.• LinkedIn ranks “complete” profiles higher than incompleteprofiles in its search results.•To obtain maximize visibility in Google, it is critical to havea profile that LinkedIn considers “complete”.• 45 minute time investment
  15. 15. Full and complete profile = top of LinkedIn search AND…
  16. 16. … #3 of 61,400,000 Google search results!
  17. 17. Nuclear energy expert - #2 and #3 position in Google
  18. 18. Animal welfare expert - #5 position in Google
  19. 19. LinkedIn NewsNAM.orgObtained 3 newmemberships afterorganizations sawrelevant NAMtweets in theirLinkedIn news.Cost of acquisition? ZERO
  20. 20. Busy? Hire a professional profile expert to rank high on Google.
  21. 21. Which of these three mediums garner the most visibility?Press Release?– One voice
  22. 22. Blog? – Dozens of voices
  23. 23. Twitter! – Hundreds of voices
  24. 24. My personal brand
  25. 25. My LinkedIn has my work portfolio embedded – 1,000+ views
  26. 26. Pick the medium that fits your style and comfort zone
  27. 27. With these devices so prevalent, there is no excuse for yourpersonal brand not to be heard + =
  28. 28. One of these commands a premium price!Which of these are you today? Tomorrow?
  29. 29. Lets stay connected
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