1. VET – to – VET Presentation Outline
Wednesday, November 2, 2016
Title: A Veteran’s Brand Value in the Civilian World
Theme: Personal Brand Development for Veteran Entrepreneurs
Emotion: Motivation, Encouragement, Pride in Service
1. Title Page
2. Introduction
i. Tom’s background
ii. Gramercy Communications overview
iii. Troy Innovation Garage overview
3. Veterans in our Society: Public Support
i. Gramercy, Siena Poll
1. Conducted in 2014
2. Surveyed nearly 900 people for survey
ii. 72% strongly support using tax money to support Veteran job
training
iii. 49% strongly support tax credits or discounted financing
iv. Roper Poll found 89% of public wants VA benefits expanded
1. Both surveys highlight overwhelming support Military,
Veterans have in today’s society
2. Gallup Poll also found Military is the most trusted
institution in the U.S.
a. 73% have confidence in military
4. Veterans in our Society: The Public’s Understanding
i. Veterans are held in high regard by the public
ii. Civilians feel indebted to Veterans for service
iii. Civilians don’t fully understand your Strengths and Struggles
1. We haven’t spent a day in your boots
iv. Creating a personal brand will help you tell your story
1. Good opportunity to talk about Marine Vet you gave
advice to who used his service history to land job
5. Veteran Partnerships: Benefits
i. Businesses jump at the chance to work with veterans
ii. Businesses will promote hiring or working with veterans
1. AT&T, General Motors, Charles Swab, Southwest, etc.
iii. Working with Veterans promotes good will in community
iv. Veterans are considered dedicated, mission-focused workers

2. 6. Veteran Partnerships: VBOC and Arsenal Partnership
i. Arsenal’s new designation as Veteran Business Outreach
Center for New York and New Jersey
ii. Helps veterans and their spouses develop and grow business
iii. Provides things like –
1. Targeted Business Training
2. Counseling and mentoring
3. Goal is help develop successful business model
iv. VBOC and Arsenal Partnership have network of professional
partners available to help
7. What is a Personal Brand?
i. Personal branding is the ongoing process of establishing a
consistent, prescribed image in the minds of others about
person, group or organization
ii. Personal brands are –
1. Defined by how you present yourself online and offline
2. Help to build business, but still centered around person
3. Help you stand out in spheres of influence
a. Possible place for Tom to talk about own
personal brand, ie. Message points
8. Why Having a Personal Brand Matters
a. According to Entrepreneur Magazine
i. Brand messages get 561% more reach when shared on an
individual’s social media page instead of a company’s page
1. Personal pages generally have 10 times more followers
than company pages
ii. Leads developed on personal social media page is seven times
more likely to convert compared to any other lead
1. Possible personal example of this?
iii. 65% internet users consider online searches most trusted
source of information on person or business
iv. 53% of decision makers have stopped considering potential
vendors based on an online search
1. Data points out that business success depends on a
strong online presence
9. Why Having a Personal Brand Matters
a. According to Nielson Consumer Survey –
i. 33% of consumers trust message from brand
ii. 90% trust message from individual they know
1. Demonstrates power of personal connections, trust
iii. People hire start-ups because of who YOU are
iv. More likely to give veterans a chance

3. 10. How to Define Your Personal Brand
a. Ask the right questions:
i. How do you want to be seen by customers?
ii. Certain subject matter you want to be known as expert in?
iii. General qualities you want linked with name?
iv. Strong brands you want to associate name with?
11. Auditing Your Online Presence
a. You must understand current perception in order to mold it
i. Conduct search engine audit
ii. Set up news alerts for your name, competition
iii. Scrub social media channels, delete anything unwanted
iv. Make sure your message is consistent
1. By managing and monitoring message, you can be
proactive about your image, quickly respond to
negative perceptions
12.Distinguishing Your Personal Brand
a. All of it matters, everything ties back into your personal brand
i. Create narrative; Define your story
ii. Be authentic, considered key in digital age
iii. Narrative helps unite different areas of interest in theme
iv. Brands should evolve with you
13. Actions Define Personal Brand
i. Everything you do will affect your business
ii. Good will in community can lead to more opportunities
iii. Strong Moral Compass critical for business
1. Possible personal story?
iv. It’s not bragging: if you do something good, tell your followers
14. Case Study: Simon Sinek (sih-NECK, rhymes with “cynic”)
a. 43 years old, born in London
i. Author, speaker, consultant
1. Focuses on leadership and management
2. Sells books, has blog, gives motivational speeches
3. Advisor to RAND Corporation, helps military
innovation and planning
ii. His Personal brand is what he is selling
1. Selling expertise, ideas, inspiration
iii. Key messages
1. Unshakable Optimist
2. Learn Your Why
a. Referencing discovery course he gives that
guides people to find their purpose
3. Wake Up Everyday Inspired

4. iv. Consistent, positive messaging through digital sites
v. Uses creative illustrative pictures to demonstrate message
points
1. He’s always smiling in his photos, or in the middle of a
presentation and is very animated
15. The Effects of Effective Personal Branding
i. Creates distinction between you and competitor
1. Good place to tie in previous stats about veteran
support and how it can benefit
ii. Business growth
iii. Establish you as a thought leader
iv. Elevate your reputation
16. No Different than Breaking through the E-4 Wall
i. You’ve done this before
ii. You’ve fought for promotions before
iii. You’ve already had success
iv. Trust your instincts