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PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
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PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business

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  • 1. Brand or Be Branded:Promoting Yourself and Your Business Monique Hayward December 13, 2011
  • 2. • About Monique – Professional • 17 years in high tech at Tektronix, Intel and owned Dessert Noir Café & Bar for 4 ½ years, started Cerise Noire Software in 2010 • Marketing, comms, PR, business development, entrepreneurship • 2008 Make Mine a Million $ Business, 2009 Portland Business Journal “40 Under 40,” 2010 DiversityMBA “Top 100 Under 50” awards – Personal • Interests include entrepreneurship, politics, travel, popular culture, writing, TV/print modeling, voiceover • Married to Tom Freeman for 12 ½ years, no children • East Coast (NYC; Columbia, SC) • University of Maryland, College Park (BA in journalism) and Case Western Reserve University (MBA in marketing)
  • 3. Today’s Global Marketplace• Imperative to think “beyond yourself” to successfully market your business – Think broadly and strategically about your business to create visibility for your product/service – Generate connections that foster innovative, creative ideas for your business partners and community because it’s not just about you, but the legacy you leave
  • 4. PR for YourselfBe fearless when it comes to promoting yourself, and by extension, your business
  • 5. Promoting Yourself• Entrepreneurs need to be fearless promoters of themselves and their businesses to: – Point the spotlight in your direction – Attract people to your concepts – Convince customers to spend their money once they walk through the door
  • 6. Promoting Yourself: Master Your Personal Brand Brand Personal Brand• Identity of a • Multifaceted snapshots of an product, service, or company individual, your personality “on and how it relates to key display” in a public forum constituencies • Thrive in its authenticity and• Careful orchestration to transparency ensure clarity, consistency of • Most effective when you messaging appeal to a• Designed to appeal to the narrow, passionate audience widest possible audience • “You are the brand”• “Brand is the promise you keep”
  • 7. Personal Branding Basics What is Your Story? What do you have to say, why should anyone care, and what difference does it make that you’re saying it?Source: “Gain a Competitive Advantage by Establishing a Personal Brand,” by Dan Schwabel
  • 8. Personal Branding in Practice • Professional in your industry, expert in your field – Strong, consistent – clear about who you are and who are you not • Payoff – Established expert – Solid reputation – Increase notoriety, perceived value in marketplace – Opportunity to create additional revenue streamsSource: “Personal Branding: Is It Right For You?” by Laura Lake
  • 9. My VisionBest-Selling Successful Author Entrepreneur Sought-After Speaker/Expert Come Together to Build a Strong Platform
  • 10. Executing the Plan• Released Feb. 2009 • Jan. 2005-July 2009 • Interviews in• ~400 books to date • Strong results in first mainstream, small biz and• Strong coverage in vertical two years, recession n vertical media online/local media with 30+ final two • Horizon Air Magazine interviews/stories • 40+ stories • Entrepreneur • BlogTalkRadio • Creative • Black Enterprise • Examiner.com marketing, events, local • Restaurant Startup & • Galley Cat at music/art Growth MediaBistro.com • Local standout, critical • Denver Post • Blogs/sites for women acclaim, loyal customers • Huffington Post entrepreneurs • May 2010-Dec. 2011 • CNN • “AM NW” • New tech-focused • Contribute articles/features • Beaverton Valley venture for blogs, newspapers Times • Launched first app in • OPEN Forum by AMEX • Small Business Trends iTunes store • Oregonian • BNET • Skinny Scoop “Best • Wall Street Journal iPhone Apps for Moms” • Women Entrepreneurs “Secrets of Success”
  • 11. PR for Your BusinessRelentless pursuit to get the word out
  • 12. How Marketing Supports the Business Increase Create Positive Generate DemandAwareness/Interest Perception Awareness is Job #1 Brings positive perception, more demand
  • 13. Powerful Story Telling• Why Are Stories Important? • Powerful and persuasive communication and teaching tool • Places listener in “your shoes” and stimulates affinity• What Should We Do With Stories? • Know your audience and what action you want them to take • Share stories in support of your goals• How Do We Do It? • Connect emotionally and personally • Show them don’t tell them • Data alone is dispassionate and ineffective • Provide listener with a bridge to connect what they already know and care about with something they don’t care about yet
  • 14. Tell Your Stories Now• Press Coverage • Entrepreneurs/small biz owners greatly underestimate value of PR • 24-hour int’l news cycle requires ongoing supply stories • Secured nearly 50 press stories in local, national media in five years
  • 15. “Marketing Machine”Awards Best of Dessert Neighborhood Pick for Dessert 2005 2005 Best Bites 2006 for Velvet ElvisPress Coverage 2008 Destination Beaverton
  • 16. Tips for Getting PR• Always think of new, interesting angles about your business that the press will likely cover• Establish relationships with reporters/writers who cover small business and/or your industry• Stay on top of trends to connect your business to hot topics in the news cycle • E.g., CNN appearances driven by impact of economic downturn on small businesses • NPR story re: unemployed in St. Louis, Annica Trotter, Bright Oven
  • 17. Joint Marketing• Collaborate with Like-Minded Partners • Reach out to several different types of businesses, both large and small, to get more bang for limited mktg $$ • Don’t have to look far nor spend a lot of money to achieve good results Think Broadly About Customer Base, Community Where You Operate
  • 18. Business and Marketing Partners Nouveau Connoisseurs Corporation 2008
  • 19. Community Involvement• Kindness, Compassion Bring Your More Business • Daily challenges of running business should not prevent us from giving back to our communities • Supporting charitable causes, organizations that align with strategy makes good business sense • Increases visibility, stature in community (“awareness”) • Creates a positive perception with customers, supporters (“perception”) • Builds reputation for being a good corporate citizen, which will attract more customers (“generate demand”)
  • 20. February 16, 2006 Cedar Hills Crossing Featuring Sinbad Beaverton, Oregon“Comedy for the Kids” “VIP Dinner at DNCB” ~400 People at Kids Event VIP Dinner Sold Out$8,000 Raised for Community Action
  • 21. Summary• Marketing Lesson #1: Be fearless when it comes to promoting yourself, your biz – Master your personal brand• Marketing Lesson #2: Relentlessly pursue getting the word out – Tell powerful stories – Think broadly and strategically about your potential partners – Give back Nouveau Connoisseurs Corporation 2009
  • 22. Finding Me http://moniquehayward.com @moniquehaywardfacebook.com/moniquehayward linkedin.com/moniquehayward Nouveau Connoisseurs Corporation 2010
  • 23. Nouveau Connoisseurs Corporation 2009

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