Brand Essentials for Women Entrepreneurs: Power Up Your Personal Brand & Put Your Genius to Work

Branding Essentials for Women Entrepreneurs Power Up Your Personal Brand & Put Your Genius to Work

Introduction
Topics:
Branding/Personal Branding
Process of Personal Branding
Benefits, Examples to help you
Strategies/Exercises
What you will need/Where to begin
Lisa Hromada Personal Branding Strategist & Graphic Designer

What is Branding?
Can you clearly describe with certainty what your brand stands for?
“ a unique promise of value of a product or service” “ a collection of authentic and distinct promises that create emotional connections with a specific audience”

What is Personal Branding?
Your unique promise of value as a professional
What people can expect from you
What sets you apart from others
YOU!

Process of Personal Branding
Understand what makes you unique
Know your audience
Find tools/resources to communicate with ideal audience
Express your brand in everything you do
Tools to communicate unified message
1 2 3

Sample Process
Foundation
Distinct
Goals
How known
Audience
Communicate
Marketing
Communications
Online Identity
In-person events
Maintain
Ensure that everything around send that same on-brand message
Graphic Design
Environment

Why do I need a Personal Brand?
Before people will buy from or do business with you, they want to who you are, how you can help them, what makes you different
Must clearly communicate what makes you unique and why they should want to work with or purchase from you
Build credibility and thought-leadership and inspire people to take action

3 “c”s of Branding
Clarity – be clear about what you stand for and who your audience is
Consistency – send same on-brand messages
Constancy – keep in front of your audience
C C C

Internal Assessment
External Assessment
Personal Brand Influence Statement
Plan how you’ll communicate: Marketing and Communications Plan – Online Identity
Visual Expression & plan to ensure all communications are on-brand
Your Brand ‘Tool Box’

What Makes Up Your Brand YOU Experience Unique Attributes/Characteristics Reputation – How others ‘know’ you Strengths – as a personal brand and a female brand Passions

Female Brand Wired to communicate Form deep friendships and interpersonal relationships Big thinkers/planners - desire to make a difference in the world Ability to read people and see emotions Highly intuitive Gender Strengths

Leadership Styles People-oriented Female Traits Male Traits Things/Task-oriented Collaborative/Inclusive Leadership Style Assertive & Directive Leadership Persuasive, Competitive Empathetic, Intuitive, Relationship-building

Measuring Success
Increased Confidence
Greater Focus
Personal Fulfillment
Connection with purpose
INTERNAL EXTERNAL RESULTS
Graphic Expression
Online Identity
Increased Clientele & Professional Network
Higher Google Ranking

Biz You
Corporate Branding often includes:
SWOT/competitor analysis
Core values, mission, vision
Brand positioning statement
Target audience research
GOALS and a plan to achieve them

Where to Begin? Goals short, medium, and long-term Vision Purpose Values Passions Building a Strong Brand Foundation BRAND HOME Ideal Audience Positioning/SWOT Internal & External Assessments

SWOT Strengths Weaknesses Opportunities Threats Helpful to achieving your goals Can include your natural gifts, experience, unique character, products and services. Detrimental to achieving your goals Can include lack of the newest tech., knowledge, the right resources, or not knowing where to begin Events, people, resources and any external conditions that help you to achieve your goals Fears, doubts, external conditions and circumstances (controllable and uncontrollable) that may hinder your business’s performance and growth Competitor launches before you

P.B.I.S. Personal Brand Influence Statement Characteristics Who you are What you do For whom Why How

Understand Your Clients
Challenge
Are your messages reaching the right audience? So many audiences = so many messages

Create a Plan
Marketing & Communication Plans
What are your goals? What are you selling? What percentage of your business will go to each product or service?
What content themes will you use to develop your thought-leadership and entice people to use your services?
Description of the product or service, including special features
How you will communicate it? Online/In person?
What resources will you use given your time and budget
Ensure there is a need and then price ‘right’

Your Visual Brand ABCDEFG abcdefghijklm 123456789 Imagery Color Palette Typography Graphics Logo Online/Print Expression

Recap
Personal Brand – Your unique promise of value as a professional
What makes you distinct
Who is your audience
Define your goals
Create a marketing/communications plan
Ensure that everything sends that same on-brand message – clear, consistent, constant

Get Organized
Start with vision, then short-term goals with actionable steps
Get out the calendar and plan out the weeks, days, hours
90-day plan – ie. First 90 days: unearth your personal brand and tell your brand story

Conclusion
http://www.lisahromada.com
Blog: www.lhcreativeidstudio.blogspot.com/
Twitter: @lisahromada
Facebook Fan: Unearth Your Brand Excellence
Free Gift: E-book for Women Entrepreneurs
"15 Practical & Purposeful Ways to Create Your Ideal Space, Clearly Communicate Your Brand Message, & Attract More of What You Want Personally & Professionally"

Brand Essentials for Women Entrepreneurs: Power Up Your Personal Brand & Put Your Genius to Work

by Lisa Hromada on May 19, 2010

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