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Personal Branding for Career Mobility

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Branding Guru Karen Kang shares her five steps to a differentiated personal brand that will help you to stand out in the job market, change careers or start a business.

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Personal Branding for Career Mobility

  1. 1. 1© 2014 Karen Kang All Rights Reserved! BRAND YOURSELF TO COMPETE IN A CHANGING WORLD Karen Kang CEO, BrandingPays LLC @karenkang #brandingpays
  2. 2. 2© 2014 Karen Kang All Rights Reserved! Changing World !  Competitive forces !  Social media !  Free agent model !  Virtualization of work To thrive in the new economy, you must brand yourself.
  3. 3. 3© 2014 Karen Kang All Rights Reserved! My Early Brand
  4. 4. 4© 2014 Karen Kang All Rights Reserved! Personal Branding Branding Marketing Consulting Advertising PR Journalism Brand for Different Careers
  5. 5. 5© 2014 Karen Kang All Rights Reserved! My Brand Today
  6. 6. 6© 2014 Karen Kang All Rights Reserved! Reputation Strategy & Actions Definitions Personal Brand Personal Branding
  7. 7. 7© 2014 Karen Kang All Rights Reserved! Respect Ecosystem advocates for you Opportunities Success Work / Life Enjoyment! Strong Personal Branding Reaps Rewards
  8. 8. 8© 2014 Karen Kang All Rights Reserved! Be Visible, Known for Value
  9. 9. 9© 2014 Karen Kang All Rights Reserved! Be Your Own Brand Manager BrandingPays™ System Positioning Messages Brand Strategy Ecosystem Actions
  10. 10. 10© 2014 Karen Kang All Rights Reserved! Target Audience Need Competition Your Strengths & Value What niche can you own? 1. Positioning: Differentiate
  11. 11. 11© 2014 Karen Kang All Rights Reserved! Positioning Statement Goal: __________________________
  12. 12. 12© 2014 Karen Kang All Rights Reserved! For the CTO and Executive Team Positioning Statement (Example: SW Engineer) Who require industry-wide adoption of our technology to realize the corporate vision I am an open source software visionary with a proven track record of industry leadership and execution Who can accelerate industry adoption and standardization around our technology Unlike other open source developers, I can deliver technology initiatives and drive open source projects that further corporate objectives
  13. 13. 13© 2014 Karen Kang All Rights Reserved! •  I’m Jane Doe with ABC Inc., a biopharmaceutical company. Creative problem solving has helped me become a top producer in sales. 10-seconds (What I Do) •  What motivates me is innovating to solve challenges that physicians face in the treatment of their patients. 30-seconds (Context and Value) •  I’ve developed a creative process to identify and treat Hepatitis C patients in local health systems, working closely with emergency rooms. •  For the last four years, I have been a top 10% producer nationally. 60-seconds (Evidence) Sample Elevator Pitch
  14. 14. 14© 2014 Karen Kang All Rights Reserved! 10-seconds (What You Do) 30-seconds (Context and Value) 60-seconds (Evidence) Elevator Pitch - Practice!
  15. 15. 15© 2014 Karen Kang All Rights Reserved! What will they remember about you? 2. Messaging: Be Clear
  16. 16. 16© 2014 Karen Kang All Rights Reserved! LinkedIn Examples OLD HEADLINE DESCRIPTIVE HEADLINE Partner, ABC Partners Partner in Major Accounting Firm | Corporate Audit Expert | Speaker Programmer, Apps R Us Front-End Web Developer | Mobile User Experience CEO, Little Co. Inc. Cloud Software Entrepreneur | Social CRM | Big Data Analytics Intern, Wood Bee Ltd. Marketing Intern | Customer Research | Social Media Campaigns
  17. 17. 17© 2014 Karen Kang All Rights Reserved! 3. Brand Strategy: Bake the Cake, then Ice It Cake = Rational value Icing = Emotional value CAKE + ICING = STRONG BRAND
  18. 18. 18© 2014 Karen Kang All Rights Reserved! Brand Promise Define Your Brand Strategy Core Values Strengths Personality Image
  19. 19. 19© 2014 Karen Kang All Rights Reserved! Be True to Your Brand: Thought, Word, Deed & Image Photo credits: Oprah Winfrey photo via hiphopchronicle.com, Richard Branson photo via womensconference.org, Sheryl Sandberg photo via www.guardian.co.uk
  20. 20. 20© 2014 Karen Kang All Rights Reserved! What’s Your Cake and Icing?
  21. 21. 21© 2014 Karen Kang All Rights Reserved! !  90/10 rule !  Help influencers brand you !  Relationships are key 4. Leverage Ecosystem Global Leadership Potential Clients Online and Offline Media Professional Associations Complementary Service Firms Personal Network Key Customers Partners BP
  22. 22. 22© 2014 Karen Kang All Rights Reserved! 5. Take Action to Build Brand !  LinkedIn: For Career Opportunities !  Build out profile with great photo, strong headline, summary, recommendations, groups, updates !  Twitter: Be and Be Seen as an Expert !  Post on area of expertise; your own ideas and curate others’ relevant blog posts; share & converse. Educate and Engage Ecosystem
  23. 23. 23© 2014 Karen Kang All Rights Reserved! Leadership Branding Scorecard Score 1. Strategic Thinker (See big picture, frame issues quickly) 2. Inspiring Manager (Inspire others to higher performance) 3. Unique Vision or Big Idea 4. Clear, Persuasive Communication 5. Influencers Advocate for You 6. Emotional Intelligence (Empathy, cultural understanding) 7. Presence (Project confidence, command respect) 8. Attractive and Likeable Personality 9. Social Skills (Connect & converse easily) 10. Professional, Modern Image (Hair, Wardrobe, Accessories) Actions to Improve
  24. 24. 24© 2014 Karen Kang All Rights Reserved! !  Monitor your online brand !  Help influencers brand you !  Are you engaging? Portable Branding
  25. 25. 25© 2014 Karen Kang All Rights Reserved! !  Be an expert !  Leverage content !  Ecosystem validation !  Give back !  SMILE Ideas to Brand Yourself
  26. 26. 26© 2014 Karen Kang All Rights Reserved! Guide Your Brand, or Be Branded by Others
  27. 27. 27© 2014 Karen Kang All Rights Reserved! Go for it! Go for it! Take Charge of Your Brand
  28. 28. 28© 2014 Karen Kang All Rights Reserved! Go for it! Coming January 2013!
  29. 29. 29© 2014 Karen Kang All Rights Reserved! Connect with Me! Facebook.com/BrandingPays LinkedIn.com/in/KarenKang @KarenKang

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