PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business


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PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business

  1. 1. Brand or Be Branded:Promoting Yourself and Your Business Monique Hayward December 13, 2011
  2. 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. 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. 4. PR for YourselfBe fearless when it comes to promoting yourself, and by extension, your business
  5. 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. 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. 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. 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. 9. My VisionBest-Selling Successful Author Entrepreneur Sought-After Speaker/Expert Come Together to Build a Strong Platform
  10. 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. 11. PR for Your BusinessRelentless pursuit to get the word out
  12. 12. How Marketing Supports the Business Increase Create Positive Generate DemandAwareness/Interest Perception Awareness is Job #1 Brings positive perception, more demand
  13. 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. 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. 15. “Marketing Machine”Awards Best of Dessert Neighborhood Pick for Dessert 2005 2005 Best Bites 2006 for Velvet ElvisPress Coverage 2008 Destination Beaverton
  16. 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. 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. 18. Business and Marketing Partners Nouveau Connoisseurs Corporation 2008
  19. 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. 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. 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. 22. Finding Me http://moniquehayward.com @moniquehaywardfacebook.com/moniquehayward linkedin.com/moniquehayward Nouveau Connoisseurs Corporation 2010
  23. 23. Nouveau Connoisseurs Corporation 2009