Branding Yourself Apart

 How to Get the Competitive Edge by
Taking Control of your Personal Brand
Why build your brand?
   GOAL=TRUST
         Trust

     Consideration

      Familiarity

     Awareness
Who Are You?
• Exercise: You have 3 minutes to come up with
  one word that if you had to brand yourself
  people would kn...
What
What you
            others
think of              Your Brand
           think of
yourself
             you
The process for developing your brand



                                      Key brand
                          Target ...
Research
• Research competitors online and offline
• Being authentic and excellent is more
  important than being differen...
The online audit:
Four components:
• Search
• Website
• Social Media
• Blogs
Mini-D.I.Y. Online Audit
Search
• Google yourself, company, combination of
  terms used to find your services
• How easy is it to find you?
• Where...
Website
•   First impression
•   Searchable
•   User-friendly
•   Shows strengths
•   Inspires Trust
•   Consistent with B...
Social Media
• Competitors and their friends
• Socialmention.com
• Google Alert
• Explore
• Familiarize yourself with diff...
Blogs
• What blogs do you read?
• Are mentioned?
• Where should you have a presence that you
  currently don’t?
• Who has ...
Keys to effective online brand building:
•   Give yourself structure
•   Be authentic
•   Keep it timely and fresh
•   Add...
SWOT Analysis

•   Strengths
•   Weaknesses
•   Opportunities
•   Threats
Define Target Audiences
Measurement of Success
•   How will you measure success in your brand?
•   ROI
•   Can you convert visitors to more?
•   R...
A, B, C Model
                           A successful
                             brand is
                             d...
Formulate Brand Messages
• Synthesis of everything
• To be used throughout everything your
  brand touches
• Can be in for...
Brands should have a mix both:
Grand Gestures and The Personal
Your Brand Is Everywhere
•   Personal interaction
•   Signature elements
•   Website
•   Blog
•   Video
•   Social media
•...
Examples of good brand positioning
Challenges
“I’m part of a big company. How do I
  develop my own brand and be a star
  player without creating conflict? Or
  is conf...
“No one seems to have any attention
 span – it seems like I don’t have
 enough time to explain my brand.”
“How do I make myself look great
 without making it all about me?”
“It’s all too much and I’m
  overwhelmed!”
“I’m not a writer, so I can’t blog. Who
  has time for that anyway.”
“I already have a strong brand, so
  why bother incorporating all of the
  digital elements?”
Keys to a successful personal brand
•   Be innovative
•   Be content-rich
•   Think beyond real estate
•   Have an opinion...
Questions
Thank you!

         Suzanne Rosnowski
     Phone: 212 8681900 x229
Email: srosnowski@quinnandco.com
     Twitter: @Suz_Ro...
Suzanne Rosnowski Personal Branding
Suzanne Rosnowski Personal Branding
Suzanne Rosnowski Personal Branding
Suzanne Rosnowski Personal Branding
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Suzanne Rosnowski Personal Branding

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Suzanne Rosnowski of Quinn & Co. gave this presentation on personal branding at REMarTech on April 29, 2010.

Published in: Real Estate
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Suzanne Rosnowski Personal Branding

  1. 1. Branding Yourself Apart How to Get the Competitive Edge by Taking Control of your Personal Brand
  2. 2. Why build your brand? GOAL=TRUST Trust Consideration Familiarity Awareness
  3. 3. Who Are You? • Exercise: You have 3 minutes to come up with one word that if you had to brand yourself people would know an attribute of yourself that is significant • Tell the person on either side of you your word
  4. 4. What What you others think of Your Brand think of yourself you
  5. 5. The process for developing your brand Key brand Target messages audiences Define success SWOT Research
  6. 6. Research • Research competitors online and offline • Being authentic and excellent is more important than being different • Research brands you admire in and out of real estate • Online research is most thoroughly done via online audit
  7. 7. The online audit: Four components: • Search • Website • Social Media • Blogs
  8. 8. Mini-D.I.Y. Online Audit
  9. 9. Search • Google yourself, company, combination of terms used to find your services • How easy is it to find you? • Where are your competitors? • Consult a professional if not on the first page
  10. 10. Website • First impression • Searchable • User-friendly • Shows strengths • Inspires Trust • Consistent with Brand • Shows Personality
  11. 11. Social Media • Competitors and their friends • Socialmention.com • Google Alert • Explore • Familiarize yourself with differences between each social media site • See who is talking about your company online and listen
  12. 12. Blogs • What blogs do you read? • Are mentioned? • Where should you have a presence that you currently don’t? • Who has a blog that you admire? • The comments will tell you a lot about who is listening
  13. 13. Keys to effective online brand building: • Give yourself structure • Be authentic • Keep it timely and fresh • Add value to all posts and make it a fun read • Be humble
  14. 14. SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats
  15. 15. Define Target Audiences
  16. 16. Measurement of Success • How will you measure success in your brand? • ROI • Can you convert visitors to more? • Relationship building • Learning something new about your customer
  17. 17. A, B, C Model A successful brand is defined here! A You B Your Customer C Their contacts
  18. 18. Formulate Brand Messages • Synthesis of everything • To be used throughout everything your brand touches • Can be in form of mission statement, slogan, “elevator pitch”, etc. • Should reflect your core words and also make it clear who you serve
  19. 19. Brands should have a mix both: Grand Gestures and The Personal
  20. 20. Your Brand Is Everywhere • Personal interaction • Signature elements • Website • Blog • Video • Social media • Newsletters, reports • Interviews with press • All collateral Canvassing these mediums creates a feeling that YOU are everywhere!
  21. 21. Examples of good brand positioning
  22. 22. Challenges
  23. 23. “I’m part of a big company. How do I develop my own brand and be a star player without creating conflict? Or is conflict perhaps inherent to the process?”
  24. 24. “No one seems to have any attention span – it seems like I don’t have enough time to explain my brand.”
  25. 25. “How do I make myself look great without making it all about me?”
  26. 26. “It’s all too much and I’m overwhelmed!”
  27. 27. “I’m not a writer, so I can’t blog. Who has time for that anyway.”
  28. 28. “I already have a strong brand, so why bother incorporating all of the digital elements?”
  29. 29. Keys to a successful personal brand • Be innovative • Be content-rich • Think beyond real estate • Have an opinion • Be true to yourself
  30. 30. Questions
  31. 31. Thank you! Suzanne Rosnowski Phone: 212 8681900 x229 Email: srosnowski@quinnandco.com Twitter: @Suz_Rosnowski Linkedin: Suzanne Rosnowski Facebook: Suzanne Billet Rosnowski
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