Personal Branding 102811 WSGA


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  • Happy? 3 challenges – why marketing doesn’t work 7 keys to responding to those challenges
  • So let’s dive in CLICK
  • An example – Heinz Ketchup – the spoon Avis – we try harder / Hertz – not exactly McDonalds…Arch Deluxe
  • Personal Branding 102811 WSGA

    1. 1. Page MARKETING YOURSELF IN A BRAND-ORIENTED WORLD PSGA Annual Fall Conference October 28, 2011
    2. 2. Page What is branding to you?
    3. 3. The feeling you have in your gut when you come in contact with something? Yep. That’s the brand.
    4. 4. 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
    5. 5. + = Too little trust Too much information
    6. 6. COMPETENCE
    7. 7. CHARACTER
    8. 8. 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
    9. 9. 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
    10. 10. THE 5 P’S OF SELF-MARKETING <ul><li>Price (your compensation) </li></ul><ul><li>Product (that’s you) </li></ul><ul><li>Projects (what you do) </li></ul><ul><li>Promotion (self-promotion) </li></ul><ul><li>Position (defining how you are unique) </li></ul>
    11. 11. <ul><li>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. </li></ul>
    12. 12. Who you are Who you are for How you are different Why that matters Category Competition Customer Company THE FOUR C’S POSITIONING
    13. 13. BREAKING IT DOWN <ul><li>The Category : What’s hot in your category, what’s everyone talking about? </li></ul><ul><li>The Competition: Who are the leaders in the field? The writers, speakers, bloggers, etc? What are they talking about? </li></ul><ul><li>The Customer: Who is your employer or client? What are they looking for? How can you serve them better? How can you stand out? </li></ul><ul><li>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? </li></ul>
    14. 14. <ul><li>What is your Brand Identity? </li></ul><ul><li>How does that benefit your customer? </li></ul><ul><li>What do you do that adds value? </li></ul><ul><li>What are you proud of? </li></ul><ul><li>How do you want your “customers” to feel? </li></ul><ul><li>How will that affect their selection process? </li></ul>OTHER KEY QUESTIONS
    15. 15. SAMPLE POSITIONING STATEMENT <ul><li>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. </li></ul>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.
    16. 16. Page THINGS YOU CAN DO NOW
    17. 17. DIFFERENTIATE YOURSELF <ul><li>Find a meaningful, unique position </li></ul><ul><li>Use design </li></ul><ul><li>Do it better </li></ul><ul><li>Communicate clearly </li></ul><ul><li>Be aware of and manage your “Contact Points” </li></ul>To get a copy of this worksheet, contact Patrick Byers at
    18. 18. BUILD YOUR CREDIBILITY <ul><li>Personal PR </li></ul><ul><ul><li>Try your hand at writing articles for an association trade pub, for an online publication or create your own blog </li></ul></ul><ul><li>Get certified </li></ul><ul><li>Teach! </li></ul>
    21. 21. GET INVOLVED <ul><li>Committees </li></ul><ul><li>Task forces </li></ul><ul><li>Charitable organizations </li></ul><ul><li>Seek good, high-profile projects </li></ul><ul><li>Do the crappy ones, with passion </li></ul><ul><li>Run for office </li></ul>
    22. 22. SPEAK AND WRITE <ul><li>Write </li></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Editorials </li></ul></ul><ul><ul><li>Web content </li></ul></ul><ul><ul><li>Social media content </li></ul></ul><ul><li>Speak </li></ul><ul><ul><li>Toastmasters </li></ul></ul><ul><ul><li>Lead meetings </li></ul></ul>
    23. 23. GET A MENTOR OR PERSONAL ADVISORY BOARD <ul><li>Aim high </li></ul><ul><li>Select carefully </li></ul><ul><li>Take advice seriously </li></ul><ul><li>Communicate frequently </li></ul><ul><li>Be ready to be wrong, often </li></ul>Image:
    24. 24. DEVELOP YOUR REFERENCES <ul><li>Get letters of recommendation </li></ul><ul><li>Memorialize projects (portfolio) </li></ul><ul><li>Ask! </li></ul>
    25. 25. LEVERAGE TECHNOLOGY <ul><li>Consider a personal website or blog </li></ul><ul><ul><li>Wordpress, Posterous, TumblR </li></ul></ul><ul><li>Don’t have time to write? Vlog instead. </li></ul><ul><li>Collect contact information </li></ul>
    26. 26. YOURNAME.COM
    27. 27. Page
    28. 28. Page Q + A
    29. 29. Page THANK YOU! Patrick Byers [email_address] 425.283.1818 direct @patrickbyers