Personal Branding

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There is a growing trend in the market to think of yourself as a Brand. With so much social media, I suppose we all need to watch how we project ourselves into the market. My hope is you can use this discussion to begin projecting your own brand, whether that's to start a business, influence others in your community, manage your on-line image or land a great job.

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Personal Branding

  1. 1. What is yourPersonal Brand?
  2. 2. Personal BrandingMy hope is you can use this to frame your studentgovernment mandate, get a job, start a business orjust project your own brand out there.
  3. 3. Personal BrandingLove what you do.Live why you do it.
  4. 4. • The first step to finding your personal Fulfillment by matching up whatyou love with what your good at. You have to understand not just atthe macro level but also at the micro level (tasks, duties, specialties)What is your Unique SellingProposition (USP)?I’m Good withKids but I reallyhate kidsI love creativityand have aconceptual mindI hate details, andcan’t fill outformsI love Basketball,but can’t run,jump or shootLoveHateNoTalentTalent• Then, to help frame it for the market, match up your strengths,passions and assets to what a potential target want. Your end targetconsumer could be an employer, investor or customer or students foryour student government.
  5. 5. CommunicationAre you Selling the Solution, or Just Your Products?"People dont want tobuy a quarter-inchdrill. They want aquarter-inch hole!"
  6. 6. • Next, put yourself in the mind of your end target and speak in terms ofwhat they get. Look at what you do, and then as them, keep asking “sowhat do I get” and force the things you do into benefits for them.Then, still in their shoes, ask “so how does this make me feel?”• In what ways is this story unique? Try to find that point where you doit, but not the average Joe can do the same thing. So list out “What doyou do” and this becomes your offering or your brand promise.What is your Unique SellingProposition (USP)?
  7. 7. Who is your consumer’s enemy?And what are you doing to battle themon behalf of your consumer?
  8. 8. Who is the Enemy of your consumer?• Be a little bit creative in how youframe the enemy, but it helps thecreativity know what they are usingthe brand to solve.Brand EnemyStarbucks Hectic LifeNike LosingApple FrustrationListerine Losing your teethClaritin Allergy Stuck insideSpecial K Jeans too tightPicking the enemy gives your brand focusand connects with your consumer.What is the enemy of the students you lead? Balance,Frustration, Worry, Education, Time, Resources?
  9. 9. • Vision: Think of the next 5-10 years. Where do you want to be? Whatwould you like to accomplish? Think of big goals, far beyond the yearat hand. While you may be focused on the year at hand, forcingyourself beyond that gives you bigger thinking and helps frame whyyou’re doing what you are doing.• Purpose: Why do you do what you do? Why do you get up in themorning? Why did you choose this profession? Why did you get intothis business or career? I find you have to keep asking this questionbecause every time you ask it again, it becomes even richer and deeper.The first few answers are usually just on the surface and no one willconnect with that. Go deeper.• Defining Moments that help tell your story. What were the triggersthat got you here. When you look back, what are the moments andwhat were you thinking at that time? How did these events affect you?What is Your Vision and Purpose?
  10. 10. • What is it that is inside you that you want to bring out into a single DNAstatement? And from there, what are the pillars of your brand, thatsupport and align to your DNA statement. You should look at how youproject outward to customers, investors, prospective employers as wellas inward whether that’s to your staff, supporters or even your ownmotivations.• Push yourself to look to 3 or 4 support stories that help frame yourDNA. This will make the DNA come to life and be even more powerful.What is Your Brand DNA?DNA of BELOVED BRANDS INC.ADVICECreate a Brandconnec on todrive more powerand profitFACILITATEGet your teamaligned behind aBrand Plan thateveryone canfollowWECHALLENGECURRENTTHINKINGKNOWLEDGEShare newthoughts that willchallenge yourway of doingthingsTRAININGHelp BrandLeaders get strongon thefundamentals
  11. 11. WHAT IS OUR BRAND DNAWe challenge current thinking, because the thinking that gotyou here will not be the thinking that you need to get you towhere you want to go.WHY WE DO IT?We love knowing we were part of helping someoneto unleash their full potential.WHAT WE DO?1. Make Brands Better2. Make Brand Leaders BetterABOUT BELOVED BRANDSINC.
  12. 12. • These are quotes that help project your opinion and fit into the DNAyou wish to project. If people were to read these they would align toyour thinking. Or not. Everyone is a walking opinion and we have toknow what your opinion is.• Do you have a theory or belief that you want to blow out and haveeverything link to?• For me, my idea is the more beloved a brand, the more powerful, themore profitable that brand will be. I use Apple as the lead brand tosupport this story.What are your Views?Beloved = Power = Growth = Profit
  13. 13. OUR VIEWS ON BRANDING“The most Beloved Brands are eitherdifferent, better or cheaper. Or else,not around for very long.”“A Beloved Brand uses the love thatconsumers have for the brand toreplicate the positional power of aMonopoly: higher growth and profits.”“If you don’t lovethe work you do,how do you expectyour consumer tolove your brand?”
  14. 14. • How do you tell your experience in a way that makes you seem like you fitwith your target? Remember how you put yourself in their shoes to projectwhat you do, now keep doing that as you tell your story.• If you can create a “reputation” what do you think it would be, and howdoes that tie into your story. You can’t really dispute someone’s projectedreputation, it becomes part of the story you might tell about yourself.What is Your Experience?WE HAVE AREPUTATION FORFINDING GROWTHWHERE OTHERSCAN’T.• TURNAROUNDS• RE-POSITIONING• NEW LAUNCH• SUSTAINING SUCCESS
  15. 15. • Get key influencers to provide you with a recommendation of support ofyou. Make sure they are real, and even push them to match up the storyyou wish to tell.What are the views of others thatmight help support your story?
  16. 16. Social Networking means on line and in Person• Pick the social media options that best tell the story. Stay focusedbecause on your own it can exhaust you. Do you have a blog? You haveto at least write weekly. What is your lead social media vehicle andsupport option? Linked In, Facebook, Twitter, Instagram, Pinterest oreven emailing.• How do you use twitter? Keep your twitter feed at least 90% consistentand focused. And only 10% fun.• Network in a very personal and authentic way. Most people are bad atnetworking, bad at staying in touch. This creates a huge opportunity foryou to do it better than everyone else. If you can be the one that linksfriends, it gives you more power.Where and How to Tell Your Story?
  17. 17. Make It Personal and Real• Be the social connector. Add personal touches, whether that meanscoffee, personalized notes or coffees. With the digital world we live in,we still have needs for serotonin. A 15 minute catch up does wonders forpeople. A personalized note just feels good.• What’s your communication package look like? Think of it like a leavebehind: what story would you leave behind. Yes, the resume is obvious,but what else would you leave behind. Create one. If you’re looking toget into marketing, do up a brand plan for a charity and leave it behind atan interview. Do up your business card, a brochure. Vista print is socheap these days. Moo.com offers even more innovative options.Where and How to Tell Your Story?
  18. 18. PotentialClientsWe only dotwo things: 1)Make BrandsBetter 2) MakeBrand LeadersBetterAlways over-deliver againstpromise. Satisfiedclients driverecommendationsand new leads.I use Beloved-Brands.com is leadvehicle for tellingour brand views toconnect with newclient. Use LinkedIn & Twitter todrive traffic.Constantly lookingat new models fortraining andinspiring brandleaders. Culture,story telling, andplanning.Promise ExperienceStory FreshnessPositioningInnovationCulture andOperationsCommunicationWe help brandsthat are stuck, tounleash their fullpotential. Focuson facilitatingstrategy ortraining.StrategyBrand PlanThe Big Idea:We challenge current thinking to helppeople realize their full potential.How to Bring it All Together?
  19. 19. If you can frame what your personalbrand is, you might show up differentlyeven in conversationss.
  20. 20. How to contact Beloved Brands:Graham RobertsonPhone: 416 885 3911Email: graham.robertson@beloved-brands.comTwitter: @grayrobertson1

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