Personal Branding

Personal Branding Bringing Clarity and Focus to your Personal Brand http://www.EquationArts.com

Welcome!
Who are you?
What’s your story?
http://www.EquationArts.com

You
How many are bloggers?
How many have web pages?
How many are Social Media Experts?

Things change.

Things change
Mostly because of the Internet

Things change
Meet a wine expert…

was: http://www.EquationArts.com

is: Gary Vaynerchuk
tv.winelibrary.com

What is “Brand”? http://www.EquationArts.com

What is “Brand”?
a logo?
a product?
a company?

“ Part art, and part science, a brand is intangible, visceral, emotional, personal, cultural – and very hard to build.”
Noah Hawley, Business 2.0
Copyright 2008, Equation Arts, LLC.

“ 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.”
David D’Allesandro, Brand Warfare

Branding’s Job
Job #1
R ecognition

three R s

Three Rs
R #1 = R ecognition
Because bland is hard to remember

Three Rs
R #2 = R eputation
When we remember a thing, we remember something about it.

Three Rs
R #3 =
R eaction!
Good or Bad depends on
R #1 + R #2

Brand Cycle
Suggestion
Expectation
Delivery
Judgment

When all else fails
The last thing you want to do is…
Make a first impression!

The truth about first impressions
Chances are you were Googled before the meeting.
A great reputation trumps a power tie every time.

What matters
Difference matters!
Context matters!
Focus matters!

Why be Different? Copyright 2008, Equation Arts, LLC.
Different:
defines your market
deflates your competition
(or turns them into partners)
teaches you what to say
(and what not to)
is your value

How to be Different?
Like we said before:
You already are!
(but you need to wear it on your sleeve)

How to be Different?
Tell your story:
not your features,
not your services,
your unique story
give context
the who and the why that give meaning to the what

How are you different? http://www.EquationArts.com

Context, defined
the parts of a discourse that surround a word or passage and can throw light on its meaning
the interrelated conditions in which something exists or occurs

Why is Context important? http://www.EquationArts.com

Context, what matters
Who do you serve?
customers, partners, community
Where do you fit in?
competition, industry
Why?

What’s your context? http://www.EquationArts.com

Focus, defined
a center of activity , attraction, or attention
a point of concentration
to concentrate attention or effort

Focus, what matters
Serving your purpose
Avoiding distraction
yours and your customer’s
Being consistent

Focus in action
450 brands that comprise over 2,800 beverage products in more than 200 countries
What would that billboard look like?

Focus in action http://www.EquationArts.com

What one thing do you want people to focus on? http://www.EquationArts.com

Consider the 3 Cs
Tell a story , but be…
Clear
Concise
Consistent

Be Clear – Have a Theme
What’s your subject?
Who should care?
Be human
but on-topic
Have opinions, a P.O.V.
Howard vs. Rush

Be Concise – Edit!
K I S S = Keep It Short and Simple
You only need one hook to hang your hat on

Be Consistent – Walk your Talk
Set an expectation with consistent behavior:
Write consistently
Speak consistently
Use logos, colors, sounds, vocabulary consistently
Act consistently
Results in ANTICIPATION
It’s a marathon not a sprint

One more C = Community
Who else knows what you know?
Meet them, comment on their blogs
Who cares about what you do?
Where are they? Fish where the fish are.
Add value – don’t spam
karma 
Sow good seeds, they’ll come back

Story matters!

Your resume is not your biography…
It is a chance to tell your story!

Your resume is not your biography…
It is an ad - built to sell your story.

Your resume is not your only tool…
It’s the price of admission. Use social media and network !

Use with consistency:
Blog – own your message, be the expert
LinkedIn – grow your professional network, get recommended
Twitter – communicate carefully
Facebook – go where the people are
Handshakes - meet & greet and practice

Set an expectation!
And deliver on it!
[repeat]

Philosophy
Establish a
solid trunk,
then you
can branch.

And remember…
Being successful means being yourself.

Thank you!
David Cohen
Equation Arts, LLC
342 Marietta St. NW, Suite 6, Atlanta, GA 30313
[email_address]
404-822-1077

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Personal Branding

by davidscohen on Aug 27, 2009

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Personal Branding — Presentation Transcript