This document discusses personal branding and how to shine in tough economic times. It emphasizes that personal branding involves establishing clarity around who you are and what you want to be known for, sharing consistent and targeted content that proves your credibility, and maintaining your brand across all professional platforms and interactions. Maintaining consistency, clarity and high-quality relevant content is key to building a strong personal brand that will help you succeed during challenging times.

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

4. What does branding do for you?
 Control your identity
 Establishes your credibility
 Increases your visibility within the company
 Increases your visibility within your industry
 Quality attracts quality
 Levels the playing field

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

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

7. CLARITY
 Who are you?
 What do you want to be known for?
 Who do you want to reach?
 What do they want to know?

8. CONTENT
 What should be 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
(WEAK)
Experience
Business analyst
Eastman Kodak
Public Company; 10,001 or more employees;
EK; Printing industry
Currently holds this position

10. LinkedIn –
Key words: “Business Analyst” Kodak
(BETTER)
Experience
Senior Business Analyst
Eastman Kodak
Public Company; EK; Consumer Goods industry
February 2019 – Present (1 year 5 months)
Currently Project Manager and design lead for
implementation of Manufacturing Execution
systems

11. LinkedIn –
Key words: “Business Analyst” Kodak
(BEST)
Experience
Business Analyst, Americas Logistics
Eastman Kodak
Public Company; EK; Consumer Goods industry
September 2018 – Present (1 year 10 months)
- Redesigned budgeting process with activity-based costing,
scenario management, and sensitivity analysis
- 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 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

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

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

15. Let Your Light Shine
Social
Media
The
Company
Get
Involved
Join the
Conversatio
n
The Web

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

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

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

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

20. Let Your Light Shine
 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 or controversial posts
 Too much information
 Inappropriate timing
 Depending on your privacy settings the friends of your friend are your
friends.
 Look at things in context and out of context – especially pictures.
 Watch your language.
 Think twice before you plaster your resume all over the place. It’s about
branding, not commoditizing.
 Remember: Once it’s out there, it’s FOREVER

22. Takeaways
 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 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.
 Keep and update your “Atta Girl” file.
 Branding is a process, not an event.
Clarity + Content + Consistency = Credibility

23. About Harper Hewes
Harper Hewes Executive Search is a
Recruitment and Consulting firm based in
Rochester, NY.
 We work with technology companies to recruit
high performing sales, professional services,
consulting and leadership teams.
 Our use of virtual project teams facilitates
success on projects of any size or location.
 Harper Hewes' principal Debbie Harper is a
Certified Employee Retention Specialist (CERS)
and brings this specialized knowledge to each
search assignment
 We also provide outplacement, interim
placement and resume / job search coaching

24. About Harper Hewes
FIND US:
http://www.harperhewes.com/
http://www.linkedin.com/in/harperhewes
http://twitter.com/debharperhewes
CONTACT US:
debbie.harper@harperhewes.com
+1 585.321.1700