Personal branding march 2012


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Nottingham Trent University, MA Advertising workshop

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  • Steve Pavilina: “I f you type an email, you’re branding yourself. If you have a conversation with a friend or family member, you’re branding yourself. How you dress, what you eat, and how you talk all contribute to your brand. Think of your brand as the summation of all the associations about you that are stored in people’s minds .” - Steve Pavlina, Personal development coach 1997 - Fast Company Magazine article “ The Brand Called You” by Tom Peters. Instead of relying on a company for career guidance, it’s up to you to become a ‘free agent’ to take ownership of the brand called you. The new ‘killer app’ at that time - email – would only be read and engaged with if you already had a strong, personal brand connection with that person.
  • Marrakesh square market, distinquish yourself in a crowded marketplace
  • Why you choose wine: label, design, description
  • All have great content, great design and unified, consistent marketing messages Marmite – become a verb to describe extremity, from XFactor to Politicians. Innocent a byword for creativity to upsell. Howies, ethical clothing, selling lifestyle values (website has channel, blog around leisure/lifestyle)
  • Lose a competitive advantage – online world is a utility for marketing, communications, sales – social media becoming a utility
  • Press reports Ask friends, families, colleagues
  • The secret to a successful personal brand is knowing your strengths and who your audience is and why they would want to buy from you The digital economy benefits experts and those who can own their niche – by carving out a deep niche you can eradicate the competition. Your niche can be about: - Skills (provide specialist technical or service skills) - Service delivery (a unique methodology, a different way of purchasing or billing) - Values (your style of service delivery matches the values of your customers) To succeed in your niche you need to have: Differentiation (standing out from crowd) with Marketability (providing something others want and need)
  • It sounds too good to be true, but by doing what you love work will be fun, you will be more motivated so you can earn more. Personal branding adds value to your job or enterprise and improves happiness - in and outside work.
  • Focus on what you do well – be a super-hero (or heroine) within your strengths. Outsource your weaknesses.
  • Enthusiasm is contagious – this makes it viral “But I’m not a salesman!” Personal branding is perfect for those who aren’t natural sales people – by planning your approach to your brand and sticking to it you are ‘soft selling’ your brand – what you do, your values and services – every day. Don’t cold call: let them come to you
  • Stage 2 of brand planning process Define your audience: - Who is the audience for your products & services? (location, lifestyle, demographics, buying behaviours) - What are their values? - Create User Personas – archetypes to describe the types of customers you have and what they expect from your business Know your market: Competitors – Who are you losing work to currently? What can you learn (and steal) from them? Comparators – Who are your peers? Who can you share with them and learn from them? Key influencers – Who do you aspire to be? How and when could you connect with them? (Tip: social media is a great short cut to influence your influencers)
  • Min 3 goals – action led
  • traditional Business card: add your photo & preferred method of contact (Scott Monty: “Google Me”) Virtual business card send by text message: PR – do newsworthy things, hire a PR expert Using social networks and online content to support your personal brand Promote expertise: - Your blog - Guest write for bigger blogs, industry magazines, newspaper by-lines - LinkedIn Answers, Yahoo! Answers Share knowledge: - Scan horizon in your subject area (Google Alerts, Twitter Search Feeds, industry journals) - Write and re-tweet relevant stories as status updates
  • Have a memorable avatar: - A consistent image, your face smiling and looking up or a distinctive logo - Use your avatar consistently, or a consistent style of imagery Claim your name: - Register a name you can ‘own’ across all networks you may potentially want to later use ( Networks: Audit your followers – Who are they? Where do they live? What do they share? What percentage are friends/ associates/ strangers?
  • Tips for Twitter: Once a day: A tip based on your experience Something personal Ask a question Re-tweet an expert Converse with a contact Converse with a key influencer Once a week: Your new or archive blog article Promote followers (follow Friday) Once a month: Build or promote a list Twitter management tools: HootSuite – manages all major social networks and scheduling updates TweetDeck – Desktop and iPhone App to manage all major social networks
  • Stage 4: Management and measuring
  • Business brand pros: Gives you scale to grow as a business Puts reputation against business rather than your name Cons: Need to be less personal about your status updates (e.g. ‘we’ or ‘the company’ are doing instead of ‘I’) Person to person networks are more effective than business to person Managing two networks is nearly twice as time-consuming!
  • Business brand pros: Gives you scale to grow as a business Puts reputation against business rather than your name Cons: Need to be less personal about your status updates (e.g. ‘we’ or ‘the company’ are doing instead of ‘I’) Person to person networks are more effective than business to person Managing two networks is nearly twice as time-consuming!
  • Business brand pros: Gives you scale to grow as a business Puts reputation against business rather than your name Cons: Need to be less personal about your status updates (e.g. ‘we’ or ‘the company’ are doing instead of ‘I’) Person to person networks are more effective than business to person Managing two networks is nearly twice as time-consuming!
  • Monitoring your digital footprint: Be aware of the ‘traces’ you leave: the internet is an evergreen cache, good and bad content takes a long time to disappear. Create new content to bury older content. Re-highlight great content (e.g. refreshing articles, linking to past achievements). Don’t say anything online you wouldn’t want repeated. Make sure you know and control the level of privacy on your networks. Capture and consistently measure your brand against your objectives: Google Alerts – records new mentions of your name/brand Web Analytics – measures web traffic, particularly referral websites Social Mention - – your name/brand mention in social media Measure growth in users of your social networks, email list, customer database Capture and redistribute positive mentions, good PR and testimonials
  • Personal branding march 2012

    1. 1. Nottingham Trent University Personal Branding 12th March 2012
    2. 2. Personal Branding 10-1pm1. What is personal branding?2. What are other people saying about you?3. Four-step personal brand planning process4. Personal branding tools (offline and social media)5. Personal branding and getting a job6. Monitoring your personal brand
    3. 3. People buy from people
    4. 4. Personal branding makes you distinctive
    5. 5. Branding defines your choices
    6. 6. Successful British Brands
    7. 7. Social media changes everything Before: Now:Jobs are for life, stay loyal to Loyalty is to your professionalthe company brand journey working with organisations that can support your aimsOnly businesses and organisations Loyalty is to your professionalare visible online, branding is a journey working with organisationscorporate issue that can support your aims
    8. 8. Going off-line is NOT an option
    9. 9. Personal Branding: True or False?
    10. 10. Personal branding is all about me
    11. 11. Personal branding is promoting key messages about yourself
    12. 12. Personal branding is about becoming a celebrity
    13. 13. Personal branding is managing your image and PR
    14. 14. First impressions of you are critical
    15. 15. Three laws of personal brandingAuthenticity: Be yourself, replicas aren’t valuable. Define your brand before someone else does for you.Transparency: It’s better to be straightforward and honest, then lie, and have your actions work against you.Visibility: If you aren’t known, you don’t exist. “Me 2.0” Dan Shawbel
    16. 16. What are other people saying about you? Passive Listening Monitoring what people say Active Listening Starting a conversation
    17. 17. Google yourself
    18. 18. Your brand on social media
    19. 19. Your brand on Twitter
    20. 20. The 4 step personal brand planning process 1. Discovery 2. Brand what’s your story? what are your goals? 4. Management 3. Approach Start doing (and measuring) The 4 Cs of personal marketing
    21. 21. 1. Discovery – What’s your story?
    22. 22. Find your sweet spot
    23. 23. Find your sweet spot
    24. 24. Work less, earn more, love your job
    25. 25. Be a super hero (or heroine)
    26. 26. Personal SWOT analysis
    27. 27. Using your passions to sell
    28. 28. Create your personal brand statement Your brand and your audience in one sentence
    29. 29. 2. Brand planning – What are your goals?
    30. 30. 3 year career chart Your big vision in 3 years Your major goals in 1 year Your major Your major goals goals in 1 year in 1 yearYour activities and focus areas this year
    31. 31. Creating goals: EmployeeJohn, 30Junior HR manager 100-personprint company in London• He wants to be promoted or gethired at another company• Become known as expert onmanaging change
    32. 32. Creating goals: sole traderUzma, 35jewellery designer, Long Eaton• Get people to come to visit herat craft fairs• Attract jewellery distributors• Visit her Etsy online shop
    33. 33. Creating goals: business ownerMalcolm, 55Owner of an IT services company inNottingham.Delivers exceptional customer support,but as his rates are quite high he haslost work, and shed staff, during therecession.He wants to promote the reliabilityand quality of his services to localbusinesses.
    34. 34. Creating goals: job seekerSteffi, 22Design graduate fromNottingham Trent UniversitySeeking her first job working as agraphic designer in the fashionand textiles industry
    35. 35. Personal branding tools
    36. 36. Memorable avatars
    37. 37. Twitter reviewTony Hsieh, CEO Zappos @zapposAlexia Leachman, Personal Brand Coach:Personal: @AlexiaL Brand: @bbrandsNick Hewitt, Digital Community expert: @nikhewitt
    38. 38. Action plan
    39. 39. Personal branding and getting a job
    40. 40. Personal branding job hunting tipsHave a business cardUse Twitter/blog to curate expertise inyour practiceHave a website/portfolio/blog toshowcase your workBe active in LinkedIn
    41. 41. LinkedIn tipsHave a 100% complete profileAdd all your peers, colleagueAdd contacts straight after eventsUpdate with your work/industry newsUse keywords in your profile
    42. 42. Monitoring your personal brand
    43. 43. Thank youSusi O’Neill, Digital @susioneillLinkedIn/Facebook @susioneillemail: 07981 222799