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You Inc.
Personal Branding and Professional Success

2009 Indianapolis Women of Color Conference
            February 20, ...
Agenda
Getting Started
Brand Basics
You Inc.
Re-inventing Your Brand
Q&A/Wrap-Up

                  © 2009 Jessica Faye Ca...
Getting Started


    © 2009 Jessica Faye Carter. All Rights Reserved.
What do you see?
     © 2009 Jessica Faye Carter. All Rights Reserved.
Nike
Nike is the Greek goddess of victory
   Nike is for winners and serious athletes; look at their spokespeople

Nike is...
Now let’s apply this to
 you and your career

        © 2009 Jessica Faye Carter. All Rights Reserved.
This is a brand.
    © 2009 Jessica Faye Carter. All Rights Reserved.
Brand Definition

“A name, term, sign, symbol or design, or a combination of
them intended to identify the goods and servic...
Why does branding matter?
Branding is unavoidable
   You are creating a brand whether you want to or not; doesn’t it make
...
Brand Basics


   © 2009 Jessica Faye Carter. All Rights Reserved.
Branding 101
Key Characteristics of a Brand
   Clarity - your brand should be clear and unambiguous

   Credible - your br...
Branding 101
Clarity
   What three things do you want to be known for?

Credibility
   Why would customers/clients trust y...
Branding 101
Value
   What is the value of the product/service that you’re offering?

   Differentiation from other simila...
It’s Personal...and it Isn’t

 Now that you’re paying attention to your brand, you need to
 realize that it is personal, a...
Branding Language

Who would you rather hire to house hunt?
   The woman who says:
      “I am a real estate agent”; OR

 ...
You Inc.


© 2009 Jessica Faye Carter. All Rights Reserved.
Elements of Your Brand
Think of it as A-B-C-D
   Appearance
   Behavior
   Compentencies
   Differentiation

             ...
Think: Packaging
Appearance
   Clothing (color, fit, season, price point)

   Grooming (neatness, style)

   Personal style...
Think: Value
Competencies
   What is your primary area of expertise? (pick one)

   What is your core skill set?

Differen...
Branding Yourself
You are not just an EMPLOYEE
You are not just a TITLE
You are not just an OWNER
You are not just a SPOUS...
How to Build You Inc.
Think of yourself as a bundle of goods and services
   Determine your features and benefits, together...
When Your Brand is in
      Trouble


       © 2009 Jessica Faye Carter. All Rights Reserved.
Reinventing Your Brand
If your brand has taken a hit, here are some ways to re-
invent yourself
   Setup a focus group abo...
Branding is Power

Taking charge of your brand allows you to
   Evaluate yourself realistically

   Set goals and develop ...
Q&A/Wrap-Up




        © 2009 Jessica Faye Carter. All Rights Reserved.
Thank You.
http://www.women-suite.com




      © 2009 Jessica Faye Carter. All Rights Reserved.
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You Inc.: Personal Branding and Professional Success

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This presentation discuss the basics of branding, components of your personal brand, how to develop your own brand, and ways to reinvent or reignite your brand after it has taken a hit.

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Transcript of "You Inc.: Personal Branding and Professional Success"

  1. 1. You Inc. Personal Branding and Professional Success 2009 Indianapolis Women of Color Conference February 20, 2009 © 2009 Jessica Faye Carter. All Rights Reserved.
  2. 2. Agenda Getting Started Brand Basics You Inc. Re-inventing Your Brand Q&A/Wrap-Up © 2009 Jessica Faye Carter. All Rights Reserved.
  3. 3. Getting Started © 2009 Jessica Faye Carter. All Rights Reserved.
  4. 4. What do you see? © 2009 Jessica Faye Carter. All Rights Reserved.
  5. 5. Nike Nike is the Greek goddess of victory Nike is for winners and serious athletes; look at their spokespeople Nike is cool, trendy, hip People want to be seen wearing it Nike is expensive Makes a statement about your “economics” (sort of) © 2009 Jessica Faye Carter. All Rights Reserved.
  6. 6. Now let’s apply this to you and your career © 2009 Jessica Faye Carter. All Rights Reserved.
  7. 7. This is a brand. © 2009 Jessica Faye Carter. All Rights Reserved.
  8. 8. Brand Definition “A name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” -- American Marketing Association © 2009 Jessica Faye Carter. All Rights Reserved.
  9. 9. Why does branding matter? Branding is unavoidable You are creating a brand whether you want to or not; doesn’t it make sense to control it? You are competing against many different people in the workplace Branding helps emphasize the differences between you and others Branding is a good self-assessment exercise © 2009 Jessica Faye Carter. All Rights Reserved.
  10. 10. Brand Basics © 2009 Jessica Faye Carter. All Rights Reserved.
  11. 11. Branding 101 Key Characteristics of a Brand Clarity - your brand should be clear and unambiguous Credible - your brand needs to boost your credibility Connective - does your brand connect with customers emotionally? Value - what value does your brand communicate? Loyalty - does your brand build loyalty among your customers? © 2009 Jessica Faye Carter. All Rights Reserved.
  12. 12. Branding 101 Clarity What three things do you want to be known for? Credibility Why would customers/clients trust you? Connective How does what you do connect emotionally with others? © 2009 Jessica Faye Carter. All Rights Reserved.
  13. 13. Branding 101 Value What is the value of the product/service that you’re offering? Differentiation from other similar products/services Loyalty Do customers come back for more? Is your product/service offering sustainable over time? © 2009 Jessica Faye Carter. All Rights Reserved.
  14. 14. It’s Personal...and it Isn’t Now that you’re paying attention to your brand, you need to realize that it is personal, and that it isn’t It’s personal because it involves you It isn’t personal because it is a package of goods and services If someone doesn’t need your combination of goods and services, it’s not about you, it’s about what they need © 2009 Jessica Faye Carter. All Rights Reserved.
  15. 15. Branding Language Who would you rather hire to house hunt? The woman who says: “I am a real estate agent”; OR “I help people find their dream homes” How do you describe what you do? © 2009 Jessica Faye Carter. All Rights Reserved.
  16. 16. You Inc. © 2009 Jessica Faye Carter. All Rights Reserved.
  17. 17. Elements of Your Brand Think of it as A-B-C-D Appearance Behavior Compentencies Differentiation © 2009 Jessica Faye Carter. All Rights Reserved.
  18. 18. Think: Packaging Appearance Clothing (color, fit, season, price point) Grooming (neatness, style) Personal style (conservative, trendy, bohemian) Behavior General demeanor (do you seem friendly, aloof, angry?) Speaking style (voice tone, accent, gestures, laughter) © 2009 Jessica Faye Carter. All Rights Reserved.
  19. 19. Think: Value Competencies What is your primary area of expertise? (pick one) What is your core skill set? Differentiation What sets you apart from your competition? Why would a company/client choose you over someone else? What do you have that no one else does? © 2009 Jessica Faye Carter. All Rights Reserved.
  20. 20. Branding Yourself You are not just an EMPLOYEE You are not just a TITLE You are not just an OWNER You are not just a SPOUSE or MOTHER You are “You Inc.” © 2009 Jessica Faye Carter. All Rights Reserved.
  21. 21. How to Build You Inc. Think of yourself as a bundle of goods and services Determine your features and benefits, together Make sure your packaging is attractive Ask yourself - what do I want to be known for? Build relationships/trust Market yourself/gain visibility © 2009 Jessica Faye Carter. All Rights Reserved.
  22. 22. When Your Brand is in Trouble © 2009 Jessica Faye Carter. All Rights Reserved.
  23. 23. Reinventing Your Brand If your brand has taken a hit, here are some ways to re- invent yourself Setup a focus group about You Inc. Become an expert Build new relationships Make a change (industry, geographic, departmental) © 2009 Jessica Faye Carter. All Rights Reserved.
  24. 24. Branding is Power Taking charge of your brand allows you to Evaluate yourself realistically Set goals and develop plans to reach them Position yourself against the competition Be more strategic in connecting with others © 2009 Jessica Faye Carter. All Rights Reserved.
  25. 25. Q&A/Wrap-Up © 2009 Jessica Faye Carter. All Rights Reserved.
  26. 26. Thank You. http://www.women-suite.com © 2009 Jessica Faye Carter. All Rights Reserved.
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