Brand U

BUILD THE POWER OF YOUR PERSONAL BRAND Brand U “… all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.” Tom Peters

do you want to take charge of your future?

impress employers?

land your dream career?

But …

your diploma is not enough

your 4.0 GPA is not enough

too many people share your qualifications

and employers are overloaded with applicants.

To just survive , you must stand out from the crowd.

but you can relax…

Today you’ll learn how to stand out

rise above your peers

and develop your professional self

The Current Situation
Why Brand?
What is a Brand?
Your Personal Brand
The 5 P’s of Brand Building
Brand U

The Current Situation
Prior to 2000 – scarcity
2004 – abundance
2009
Fewer opportunities
More competition

The Current Situation 60% Don’t have jobs Source: Career Builder Survey, 2008

Historically, more than 60 percent of students return home after graduation without a job each year, and that number undoubtedly will be greater this year. The job search usually takes about six months, but 2009 graduates should budget even more time.
The Current Situation Christine Bolzan, Hamilton-Wenham Chronicle , Jan 14, 2009 Solution? - Personal Branding

Take cheap fabric (the cheapest) make pants using a 100 year old design = production cost $ 6 Why ? PUT THE NAME LEVI’S ON THESE ORDINARY PANTS : AND CHARGE $ 60 (no problem)

Take a human being and break him or her down to the smallest components – atoms . Take that stuff to the commodity market and try sell it – you might get $2 US. Why ? INSTEAD REASSEMBLE THE PERSON – CALL HIM TIGER WOODS AND ASK FOR AN ANNUAL SALARY OF MORE THAN $80,000,000

Why Brand ?

What is a brand?
What do you think of when you read:
Apple
IBM
Nike
Unilever

Association? What is a BRAND ? Name? Logo?

 arouse emotion  ignite passion  echo reliability  have meaning What is a BRAND ?

What is a BRAND ? “ A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing.” - Richard Branson

… an individual as a brand

Personal Brand
A consensus about who you are
Your reputation, public image, legend, character
The collective opinion about you
It’s like a Rorschach test. Somebody flashes you name. What leaps to mind?
David D’Alessandro

What is a BRAND ?

WE (you and me) ARE ALL BRANDS

Your Personal BRAND ? What does YOUR BRAND project?

Identify Your Perceived Pattern
Get 360 o evaluation
It’s sometimes painful

Perception is Reality!
You are already being branded one way or another
You can’t build a good personal brand if you can’t see yourself as others see you .

Is this how others see you?

The 3 most important words to TAKE CONTROL of your Brand

 Focus

 Focus

 Focus

"If you are going to be a brand, you've got to become relentlessly focused on what you do that adds value, that you're proud of, and most importantly, that you can shamelessly take credit for." - Tom Peters

Your Personal BRAND ? What can you do to build YOUR BRAND ?

Building Your BRAND ? The 5 P’s

P urpose Building Your BRAND ?

Purpose: Your name means?
When someone hears your name, what do you want them to think:
Go-to person?
Really good at ________?
A “pain in the butt”?
Mr./Ms./ negative?

"Personal branding lets you control how other people perceive you... You're telling them what you stand for…”
(Peter Montoya, Personal Branding Press, 2002)

“ If you stand for nothing , you will fall for anything .” Ronnie Apteker – Founder Internet Solutions

P roposition P urpose Building Your BRAND ?

Proposition = Brand Essence Match the woman to the Brand Essence
I’ll show you how to creatively organize your life.
I’ll be your genuine, compassionate, spiritual guide.
I’ll help you see your outrageous and sensual side.

Your Proposition is Your Core Competency . You’ve Got to Know Yourself to Grow Yourself

P roposition P urpose Building Your BRAND ? P ackaging

What’s my brand?

How is Your Brand Perceived? What’s my brand?

How we are perceived: Visual 55% Voice 38% Verbal 7% Source: Albert Mehrabian, UCLA

55% Visually
5 VISUAL elements:
Posture
Facial Expression
Gestures
Clothing
Hygiene
How we are perceived: Source: Interpersonal Communication in Marketing: An Overview, by James Hulbert and Noël Capon © 1972 American Marketing Association

In just one second
A man or a woman
Attractive or unattractive
Age range
Attitude or mood
Anything unusual
How we are perceived:

Within 30 seconds people judge your:
Economic level
Educational level
Social position
Level of sophistication
Level of success
How we are perceived:
Within 4 minutes people decide your:
Trustworthiness
Reliability
Intelligence
Capability
Friendliness
Confidence

Package Your Brand
Give your brand a voice that communicates who you are through every touch point :
Appearance
Voice
Body Language
Resume
Blog
Social Network

P urpose P eople Building Your BRAND ? P roposition P ackaging

“ Nothing the slightest bit amazing has ever been done in isolation. Individual competitiveness = what you know x who you know ” Ridderstrale & Nordstom Funky Business

Elements of Networking
You already “know” 62,500 people .
Each of us has about 250 contacts
6 º of Separation
How well you know them, that’s another issue.

Who You Know is Networking
Two -Way Street
Sharing information
Sharing contacts
Introducing people
Doing favors
Asking for help
Acknowledging support

Your network is your net worth.

P urpose P ackaging P eople P erseverance Building Your BRAND ? P roposition

“ There is a very, very, very fine line between success and failure …. it is about being constantly hammered and coming back from the hard times and low moments.” - Robbie Brozin – Nandos

“ 3Cs” of Perseverance: (1) Clarity (about who you are and who you are not) (2) Consistency (in your message about who you are) (3) Constancy (continual visibility to your target audience).

P urpose P ackaging P eople P erseverance Building Your BRAND ? P roposition

THREE TYPES OF PEOPLE
Those who make it happen
Those who watch it happen
Those who wonder what happened

where you go from here is up to you…

right now, you are a blank slate

You are the storyteller of your own life, and you can create your own legend or not. Isabel Allende

You are a brand. You are in charge of your brand. There is no single path to success. And there is no one right way to create the brand called You. Except this … start today . Tom Peters Business writer, motivational speaker

All the Success ! Presented by: Rahila Narejo Also on Linkedin

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Brand U

by Rahila Narejo on Sep 03, 2009

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Brand U — Presentation Transcript