Personal Branding

1. Presented by:
Marjorie Ludwig, M.A.
Rosaria Pipitone, M.A.
Career Counselor
Dream. Plan. Achieve.
SVC 2088 813-974-2171 www.career.usf.edu

2.  What is personal branding?
 Benefits of a personal brand
 Brand discovery…how do we find it?
 Spotting your target audience
 Your online brand
 Creating your brand and communicating it with the
WORLD
Today’s Topics

3. “Your personal brand is the
powerful, clear, positive idea that comes to mind
whenever other people think of you. It’s a
professional alter ego designed for the purpose
of influencing how others perceive you, and
turning that perception into opportunity.” - Peter
Montoya
What is branding?

4. THE PRODUCT – YOU
 Brand is promise
 Brand is trust
 Brand is reputation
THE PROCESS – THE PLAN
Once you are aware of your brand, you apply a strategic plan to help
you become active in creating your preferred career and life direction.
Due to life and career changes, your brand is continuously evolving.
What is branding?

5. An authentic brand is found in your core–your true self. Life
experiences will lead you there, but it is up to you whether YOU
want to continue peeling off the layers.
Analogy- the Onion Core

6.  Increased credibility
 Greater recognition
 More of the right clients
 Increased potential earnings
 Consistent flow of business
 Enhanced prestige
 Leadership roles
 Customer/employer perceived value
 Association with a niche
Benefits to a Personal Brand

7. Michael Jackson-what is his brand?

8. Oprah – what is her brand?

9.  What do you think the elements of a brand (public
image) are?
 Think of your role model and jot down his/her name.
Why did you choose this person?
 What attributes do you like about him/her?
What is in a brand?

10. GOAL: Carving out a professional space in your preferred
professional environment where you create value for your
target market
ACTION: Surrounding yourself in activities that elevate your
authentic curiosities
TASKS: Join associations of interest, work in environments
that are associated with those interests, join social media
groups related to those interests, perform informational
interviews with individuals working in areas of your career
interests
BRAND DISCOVERY…How do we find it?

11. Defining who you are:
• What is your personality?
Example: Extrovert vs. Introvert
• What are my strengths?
• What am I most proud of?
• What are your values?
• What do you enjoy? Think of
interests.
• In which areas do you excel?
Think of skill sets.
Personality & Competencies

12. Choose clothing that reflects your
personal brand characteristics
• Cheerful, conservative, modest, so
phisticated, organized?
• Take pride in your appearance.
First impressions make a mental
imprint.
Appearance

13. Differentiators

14.  What is it? Your “differentiator” can be one thing that is very
apparent or a combination of general skill sets that, when combined
together, make you stand out from your peers.
 What happens? When you differentiate yourself, you become
sought after because you offer something your competitors do not.
Your Differentiator

15. BRANDING WORKSHEET TIME!
 Reflect with a partner on which questions
came easily to you and which were more
challenging to .
 Why do you think that was?
Activity- A Brand Called “You”

16. Think about your potential employers and/or clients
Remember that although you want to brand yourself, you also want to have a
brand that adds value for or to an employer.
 Example: A strong leader seeking a mental health counselor position
Research employers’ websites to get a feel for their values, goals, etc.
Do your attributes match what they need?
Knowing your audience (e.g., employers) allows you to best meet
their needs and highlight your personal brand to those who want
to know about YOU.
Target Audience

17. Prepare your elevator speech!
 No longer than 60 seconds
 Who you are, what you do, and why you’re a great candidate
 Have a “hook” that encourages the listener to follow up with a
question
Deliver your message through:
 Volunteering, speaking at events, writing articles, being active on
LinkedIn, blogging, interviewing, attending networking events, etc.
Delivering Your Message

18. Have you Googled yourself?
 70% of recruiters & hiring
managers have rejected an
applicant based on what they
found online (CNN)
 What does your Facebook,
LinkedIn, Twitter, YouTube,
and/or overall online presence
say about you?
Your online brand

19.  Double check privacy settings. And if your friends
have you tagged in unflattering or inappropriate
photos, ask to have them removed.
 You can have public posts on Twitter or Facebook –
just make sure they enhance your brand or are
professional in nature.
 Keep your image consistent among social media
outlets e.g. are you a writer who doesn’t post blogs?
Your Online Brand

20. Career Express: Mon-Thurs., 9-12, 1-4pm
Individual Appointments
Job Shop located at the Library
Career Center Events
Career Center Services
Dream. Plan. Achieve.
SVC 2088 813-974-2171 www.career.usf.edu

21. Student Services Building (SVC) 2088
(813) 974-2171
Monday – Friday
8am – 5pm
www.career.usf.edu
Career Center