Personal Branding


Published on

Slides used for a presentation on personal branding by David Cohen, the Brand Therapist, Equation Arts LLC.

Published in: Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Personal Branding

  1. 1. Personal Branding Bringing Clarity and Focus to your Personal Brand
  2. 2. Welcome! <ul><li>Who are you? </li></ul><ul><li>What’s your story? </li></ul>
  3. 3. You <ul><li>How many are bloggers? </li></ul><ul><li>How many have web pages? </li></ul><ul><li>How many are Social Media Experts? </li></ul>
  4. 4. <ul><li>Things change. </li></ul>
  5. 5. Things change <ul><li>Mostly because of the Internet </li></ul>
  6. 6. Things change <ul><li>Meet a wine expert… </li></ul>
  7. 7. was:
  8. 8. is: Gary Vaynerchuk <ul><li> </li></ul>
  9. 9. What is “Brand”?
  10. 10. What is “Brand”? <ul><li>a logo? </li></ul><ul><li>a product? </li></ul><ul><li>a company? </li></ul>
  11. 11. What is “Brand”? <ul><li>“ Part art, and part science, a brand is intangible, visceral, emotional, personal, cultural – and very hard to build.” </li></ul><ul><li>Noah Hawley, Business 2.0 </li></ul>Copyright 2008, Equation Arts, LLC.
  12. 12. What is “Brand”? <ul><li>“ Brand is everything; the stuff you want to communicate to consumers and the stuff you communicate despite yourself. By definition, “brand” is whatever the consumer thinks of when he or she hears your company name.” </li></ul><ul><li>David D’Allesandro, Brand Warfare </li></ul>Copyright 2008, Equation Arts, LLC.
  13. 13. Branding’s Job <ul><li>Job #1 </li></ul><ul><li>R ecognition </li></ul>
  14. 14. What is “Brand”? <ul><li>three R s </li></ul>
  15. 15. Three Rs <ul><li>R #1 = R ecognition </li></ul><ul><li>Because bland is hard to remember </li></ul>Copyright 2008, Equation Arts, LLC.
  16. 16. Three Rs <ul><li>R #2 = R eputation </li></ul><ul><li>When we remember a thing, we remember something about it. </li></ul>Copyright 2008, Equation Arts, LLC.
  17. 17. Three Rs <ul><li>R #3 = </li></ul><ul><li>R eaction! </li></ul><ul><li>Good or Bad depends on </li></ul><ul><li>R #1 + R #2 </li></ul>Copyright 2008, Equation Arts, LLC.
  18. 18. Brand Cycle <ul><li>Suggestion </li></ul><ul><li>Expectation </li></ul><ul><li>Delivery </li></ul><ul><li>Judgment </li></ul>
  19. 19. When all else fails <ul><li>The last thing you want to do is… </li></ul><ul><li>Make a first impression! </li></ul>
  20. 20. The truth about first impressions <ul><li>Chances are you were Googled before the meeting. </li></ul><ul><li>A great reputation trumps a power tie every time. </li></ul>
  21. 21. What matters <ul><li>Difference matters! </li></ul><ul><li>Context matters! </li></ul><ul><li>Focus matters! </li></ul>Copyright 2008, Equation Arts, LLC.
  22. 22. Understand the Brand Your Difference is Your Brand Copyright 2008, Equation Arts, LLC.
  23. 23. Why be Different? Copyright 2008, Equation Arts, LLC. You already are! (you just might not be saying it loud enough)
  24. 24. Why be Different? Copyright 2008, Equation Arts, LLC. <ul><li>Different: </li></ul><ul><ul><li>defines your market </li></ul></ul><ul><ul><li>deflates your competition </li></ul></ul><ul><ul><ul><li>(or turns them into partners) </li></ul></ul></ul><ul><ul><li>teaches you what to say </li></ul></ul><ul><ul><ul><li>(and what not to) </li></ul></ul></ul><ul><ul><li>is your value </li></ul></ul>
  25. 25. Why be Different? Copyright 2008, Equation Arts, LLC. Different makes you memorable and indispensable!
  26. 26. How to be Different? <ul><li>Like we said before: </li></ul><ul><li>You already are! </li></ul><ul><li>(but you need to wear it on your sleeve) </li></ul>Copyright 2008, Equation Arts, LLC.
  27. 27. How to be Different? <ul><li>Tell your story: </li></ul><ul><ul><li>not your features, </li></ul></ul><ul><ul><li>not your services, </li></ul></ul><ul><ul><li>your unique story </li></ul></ul><ul><ul><li>give context </li></ul></ul><ul><ul><li>the who and the why that give meaning to the what </li></ul></ul>Copyright 2008, Equation Arts, LLC.
  28. 28. How are you different?
  29. 29. Context, defined <ul><li>the parts of a discourse that surround a word or passage and can throw light on its meaning </li></ul><ul><li>the interrelated conditions in which something exists or occurs </li></ul>
  30. 30. Why is Context important?
  31. 31. Why is Context important?
  32. 32. Context, what matters <ul><li>Who do you serve? </li></ul><ul><ul><ul><ul><li>customers, partners, community </li></ul></ul></ul></ul><ul><li>Where do you fit in? </li></ul><ul><ul><ul><ul><li>competition, industry </li></ul></ul></ul></ul><ul><li>Why? </li></ul>
  33. 33. What’s your context?
  34. 34. Focus, defined <ul><li>a center of activity , attraction, or attention </li></ul><ul><li>a point of concentration </li></ul><ul><li>to concentrate attention or effort </li></ul>
  35. 35. Focus, what matters <ul><li>Serving your purpose </li></ul><ul><li>Avoiding distraction </li></ul><ul><ul><li>yours and your customer’s </li></ul></ul><ul><li>Being consistent </li></ul>
  36. 36. Focus in action <ul><li>450 brands that comprise over 2,800 beverage products in more than 200 countries </li></ul><ul><li>What would that billboard look like? </li></ul>
  37. 37. Focus in action
  38. 38. Focus in action
  39. 39. What one thing do you want people to focus on?
  40. 40. Consider the 3 Cs <ul><li>Tell a story , but be… </li></ul><ul><li>Clear </li></ul><ul><li>Concise </li></ul><ul><li>Consistent </li></ul>
  41. 41. Be Clear – Have a Theme <ul><li>What’s your subject? </li></ul><ul><li>Who should care? </li></ul><ul><li>Be human </li></ul><ul><ul><li>but on-topic </li></ul></ul><ul><li>Have opinions, a P.O.V. </li></ul><ul><ul><li>Howard vs. Rush </li></ul></ul>
  42. 42. Be Concise – Edit! <ul><li>K I S S = Keep It Short and Simple </li></ul><ul><li>You only need one hook to hang your hat on </li></ul>
  43. 43. Be Consistent – Walk your Talk <ul><li>Set an expectation with consistent behavior: </li></ul><ul><ul><li>Write consistently </li></ul></ul><ul><ul><li>Speak consistently </li></ul></ul><ul><ul><li>Use logos, colors, sounds, vocabulary consistently </li></ul></ul><ul><ul><li>Act consistently </li></ul></ul><ul><li>Results in ANTICIPATION </li></ul><ul><li>It’s a marathon not a sprint </li></ul>
  44. 44. One more C = Community <ul><li>Who else knows what you know? </li></ul><ul><ul><li>Meet them, comment on their blogs </li></ul></ul><ul><li>Who cares about what you do? </li></ul><ul><ul><li>Where are they? Fish where the fish are. </li></ul></ul><ul><li>Add value – don’t spam </li></ul><ul><ul><li>karma  </li></ul></ul><ul><li>Sow good seeds, they’ll come back </li></ul>
  45. 45. <ul><li>Story matters! </li></ul>
  46. 46. <ul><li>Your resume is not your biography… </li></ul><ul><li>It is a chance to tell your story! </li></ul>
  47. 47. <ul><li>Your resume is not your biography… </li></ul><ul><li>It is an ad - built to sell your story. </li></ul>
  48. 48. <ul><li>Your resume is not your only tool… </li></ul><ul><li>It’s the price of admission. Use social media and network ! </li></ul>
  49. 49. <ul><li>Use with consistency: </li></ul><ul><li>Blog – own your message, be the expert </li></ul><ul><li>LinkedIn – grow your professional network, get recommended </li></ul><ul><li>Twitter – communicate carefully </li></ul><ul><li>Facebook – go where the people are </li></ul><ul><li>Handshakes - meet & greet and practice </li></ul>
  50. 50. <ul><li>Set an expectation! </li></ul><ul><li>And deliver on it! </li></ul><ul><li>[repeat] </li></ul>
  51. 51. Philosophy <ul><li>Establish a </li></ul><ul><li>solid trunk, </li></ul><ul><li>then you </li></ul><ul><li>can branch. </li></ul>Copyright 2008, Equation Arts, LLC.
  52. 52. And remember… <ul><li>Being successful means being yourself. </li></ul>
  53. 53. Thank you! <ul><li>David Cohen </li></ul><ul><li>Equation Arts, LLC </li></ul><ul><li>342 Marietta St. NW, Suite 6, Atlanta, GA 30313 </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>404-822-1077 </li></ul>