Personal Branding 102811 WSGA

Page MARKETING YOURSELF IN A BRAND-ORIENTED WORLD PSGA Annual Fall Conference October 28, 2011

Page What is branding to you?

The feeling you have in your gut when you come in contact with something? Yep. That’s the brand.

A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle look pretty much alike. ~ Al Ries

+ = Too little trust Too much information

COMPETENCE

CHARACTER

YOU ARE A BRAND 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

Self-marketing (my definition) The process of planning and executing the conception, pricing and promotion of your ideas, goods, and services to create exchanges that satisfy your personal and professional goals. MARKETING REDEFINED

THE 5 P’S OF SELF-MARKETING
Price (your compensation)
Product (that’s you)
Projects (what you do)
Promotion (self-promotion)
Position (defining how you are unique)

The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to retie the connections that already exist.

Who you are Who you are for How you are different Why that matters Category Competition Customer Company THE FOUR C’S POSITIONING

BREAKING IT DOWN
The Category : What’s hot in your category, what’s everyone talking about?
The Competition: Who are the leaders in the field? The writers, speakers, bloggers, etc? What are they talking about?
The Customer: Who is your employer or client? What are they looking for? How can you serve them better? How can you stand out?
Your Company: Do a a full contact point evaluation of your brand. Are you unique? Do you stand out? What makes you different/better than other options?

What is your Brand Identity?
How does that benefit your customer?
What do you do that adds value?
What are you proud of?
How do you want your “customers” to feel?
How will that affect their selection process?
OTHER KEY QUESTIONS

SAMPLE POSITIONING STATEMENT
Unlike others, Beth is both a right-brain and left-brain thinker that has mastered the visual display of quantitative information. Her beautiful proposals are chock-full of statistically and visually compelling evidence.
Page How you are different What you are and who you are for Beth Jones is a seasoned grantwriter focusing on alternative energy in the non-profit sector. Why that matters So, her clients receive powerfully persuasive proposals that get results.

Page THINGS YOU CAN DO NOW

DIFFERENTIATE YOURSELF
Find a meaningful, unique position
Use design
Do it better
Communicate clearly
Be aware of and manage your “Contact Points”
To get a copy of this worksheet, contact Patrick Byers at patrick@outsourcemarketing.com

BUILD YOUR CREDIBILITY
Personal PR
Try your hand at writing articles for an association trade pub, for an online publication or create your own blog
Get certified
Teach!

CONSIDER TWITTER

AND THE “OTHER INTERNET”

GET INVOLVED
Committees
Task forces
Charitable organizations
Seek good, high-profile projects
Do the crappy ones, with passion
Run for office

SPEAK AND WRITE
Write
Articles
Editorials
Web content
Social media content
Speak
Toastmasters
Lead meetings

GET A MENTOR OR PERSONAL ADVISORY BOARD
Aim high
Select carefully
Take advice seriously
Communicate frequently
Be ready to be wrong, often
Image: microfactors.com

DEVELOP YOUR REFERENCES
Get letters of recommendation
Memorialize projects (portfolio)
Ask!

LEVERAGE TECHNOLOGY
Consider a personal website or blog
Wordpress, Posterous, TumblR
Don’t have time to write? Vlog instead.
Collect contact information

YOURNAME.COM

Page Q + A

Page THANK YOU! Patrick Byers [email_address] 425.283.1818 direct @patrickbyers outsourcemarketing.com responsiblemarketing.com facebook.com/outsourcemarketing

Personal Branding 102811 WSGA

by Patrick Byers

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