Personal Branding: How to Survive in Tough Economic Times. Prepared for Kodak WFKE Spring Forum. Keynote presented by Debbie Harper.

1. PERSONAL BRANDING:
HOW TO SHINE IN TOUGH
ECONOMIC TIMES
Presented by Debbie Harper
Harper Hewes Executive Search

2. YOU DECIDE………
Do YOU control your brand
OR
Does your brand control YOU?

3. What Is Branding?
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“Branding is the art of becoming knowable likable
Branding knowable,
and trustable.”
-from Duct Tape Marketing
from

4. What does branding do for you?
g y
 Control your identity
 Establishes your credibility
 Increases your visibility within the company
 Increases your visibility within your i d
I i ibili i hi industry
 Quality attracts quality
 Levels the playing field

5. What’s Your Brand?
Who you think Who the
you are world thinks
you are

6. Keys to Personal Branding
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CLARITY + CONTENT + CONSISTENCY =
CREDIBILITY

7. CLARITY
 Who are you?
 What d
Wh do you want to be known for?
b k f ?
 Who do you want to reach?
 What do they want to know?

8. CONTENT
 What h ld be h d?
Wh should b shared?
 Prove that you are who you say you are.
Describe scope and outcomes.
 TARGET your message to the people you want
to reach.

9. Real LinkedIn Profiles
Key words: “Business Analyst” Kodak
Business Analyst
Experience
Business analyst
Eastman Kodak
Public Company; 10 001 or more employees; EK
P bli C 10,001 l EK;
Printing industry
Currently h ld this position
C l holds hi ii

10. LinkedIn - Key words: “Business Analyst” Kodak
Experience
Senior Business Analyst
Eastman Kodak
Public Company; EK; Consumer Goods industry
February 2009 – P
F b Present (1 year 5 months)
h)
Currently Project Manager and design lead for
implementation of M f
i l i f Manufacturing E
i Execution systems
i

11. LinkedIn - Key words: “Business Analyst” Kodak
Experience
Business Analyst, Americas Logistics
Eastman Kodak
Public Company; EK; Consumer Goods industry
p y; ; y
September 2008 – Present (1 year 10 months)
- Redesigned budgeting process with activity-based costing, scenario
management, and sensitivity analysis
g , y y
- Drove Cost to Serve project to pareto businesses and customers
that drive logistics costs
- Identified cost reduction opportunities of $2.6M by customer and
$0.5M
$0 5M by business
- Designed & executed SAP extracts, Access databases, and Crystal
Reports tools

12. CONSISTENCY
 Is your messaging consistent?
 Does your content pass your brand test?
 Is your information current?
 Consistency of contribution
 Make a plan and stick with it
plan,

13. CREDIBILITY
Clarity + Content + Consistency
You are who you say you are…………..
Knowable, likable and trustable.
,

14. Components of your brand
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 Name
N  Voicemail Greeting
 Appearance  Elevator Speech
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 Attitude  Profiles
 Business Card  Portfolio
 Email Signature  Activities
A i ii

15. Let Your Light Shine
g
The Web Social
Media
Join the The
Conversation Company
Get
Involved

16. Let Your Light Shine
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 Shine on the Web
 Buy your url
 Personal Website
 Google profile

17. Let Your Light Shine
g
 Shine in Social Media
 LinkedIn Profile
 LinkedIn Groups
 Facebook
 Twitter
 Other media

18. Let Your Light Shine
g
 Shine Inside Kodak
 SharePoint
 Wiki’s
Wiki s
 Email and reports

19. Let Your Light Shine
g
 Join the Conversation
 Blog or respond to blog posts
 Industry Forums
 Ask and Answer on LinkedIn

20. Let Your Light Shine
g
 Get Involved
 Get Active in Associations
 Speak and Present
 Network

21. Brand Busters
 Inadvertently branding yourself as a job seeker rather than a SME
 Misspellings
 Inconsistent messaging in your profile especially dates and companies
 Varied spellings of your name
 Political
P liti l or controversial posts
t i l t
 Too much information
 Inappropriate timing
 Depending on your privacy settings the friends of your friend are your friends.
friends
 Look at things in context and out of context – especially pictures.
 Watch your language.
 Think twice be o e you plaster your resume all over the place. It’s about branding,
w ce before p as e you esu e a ove e p ace. s abou b a d g,
not commoditizing.
 Remember: Once it’s out there, it’s FOREVER

22. Takeaways
y
 You’re already branding. Dedicate regular time to fine tune your message
and enhance your online presence.
 Begin with the end in mind. Does this activity/post/action further my goal of
mind
positioning myself for the role to which I aspire?
 Prove that you are who you say you are with representative
accomplishments that are quantified and in context
context.
 Keep and update your “Atta Girl” file.
 Branding is a process, not an event.
Clarity + Content + Consistency = Credibility

23. About Harper Hewes
p
Harper Hewes Executive Search is a Recruitment
p
and Consulting firm based in Rochester, NY.
 We work with technology companies to recruit high
performing sales, professional services, consulting and
f i l f i l i lti d
leadership teams.
 Our use of virtual project teams facilitates success on
projects of any size or location.
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 Harper Hewes' principal Debbie Harper is a Certified
Employee Retention Specialist (CERS) and brings this
specialized knowledge to each search assignment
 We also provide retention consulting and payrolling /
employer of record services.
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24. About Harper Hewes
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FIND US:
http://www.harperhewes.com/
http://blog.harperhewes.com/
http://www.linkedin.com/in/harperhewes
http://twitter.com/debharperhewes
CONTACT US:
debbie.harper@harperhewes.com
@
585.321.1700