Personal branding
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Personal branding
- 1. Your Personal Branding Scott Jacobs, CEO – Harvest Consulting © 2010 Harvest Consulting LLC
- 2. Your Personal Branding 1st Question Why is Jacobs speaking tonight on? © 2010 Harvest Consulting LLC
- 3. Your Personal Branding Possible Reasons to Believe Approximately 30 years experience & success in Sales, Mgmt, Branding, and Marketing Started 3 small businesses, and have worked in large and small Currently own 2 small businesses, serving small business clients © 2010 Harvest Consulting LLC
- 4. Your Personal Branding Possible Reasons to Believe Professional affiliations Board of Directors – Cincinnati Chapter of the American Marketing Assn Raised nearly $60,000 in 3 yr period vs. $8,900 in previous 6 years Board of Directors – Beech Acres Parenting Center © 2010 Harvest Consulting LLC
- 5. Some Clients I Have Served © 2010 Harvest Consulting LLC
- 6. Some Clients I Have Served © 2010 Harvest Consulting LLC
- 7. Your Personal Branding Objectives • Developing a personal brand/value proposition statement • Using the value proposition statement to communicate your value and possibly modify your elevator speech © 2010 Harvest Consulting LLC
- 8. Your Personal Branding What does the word ‘brand’ mean to you? How do you define the word brand? © 2010 Harvest Consulting LLC
- 9. Your Personal Branding Definition: brand The promise to the consumer © 2010 Harvest Consulting LLC
- 10. (Positioning Exercise) Easy to Use computer, for the cool crowd Performance for driving enthusiasts Softness (tissue paper) Authentic, Real, Original Guaranteed next day delivery Wholesome family entertainment Improving the quality of life Strength (think household product) Accepted everywhere Safety on the road For the youthful, hip generation (drink) Pure, clean, natural soap Nutritious, low-fat, low-calorie food © 2010 Harvest Consulting LLC
- 11. (Positioning Exercise) Easy to Use computer, for the cool crowd © 2010 Harvest Consulting LLC
- 12. (Positioning Exercise) Performance for driving enthusiasts © 2010 Harvest Consulting LLC
- 13. (Positioning Exercise) Softness © 2010 Harvest Consulting LLC
- 14. (Positioning Exercise) Authentic, Real, Original © 2010 Harvest Consulting LLC
- 15. What’s in a Name? Question: What is the second most recognized word on the planet?… © 2010 Harvest Consulting LLC
- 16. What’s In a Name? Answer: © 2010 Harvest Consulting LLC
- 17. (Positioning Exercise) Guaranteed next day delivery © 2010 Harvest Consulting LLC
- 18. (Positioning Exercise) Wholesome family entertainment © 2010 Harvest Consulting LLC
- 19. (Positioning Exercise) Improves the quality of life © 2010 Harvest Consulting LLC
- 20. (Positioning Exercise) Strength (think household product) © 2010 Harvest Consulting LLC
- 21. (Positioning Exercise) Accepted everywhere © 2010 Harvest Consulting LLC
- 22. (Positioning Exercise) Safety on the road © 2010 Harvest Consulting LLC
- 23. (Positioning Exercise) For the youthful, hip generation (drink) © 2010 Harvest Consulting LLC
- 24. (Positioning Exercise) Pure, clean, natural soap © 2010 Harvest Consulting LLC
- 25. (Positioning Exercise) Nutritious, low-fat, low-calorie food © 2010 Harvest Consulting LLC
- 26. Positioning Statement Sometimes called a “brand character” statement Try to build in human qualities to help communicate who and what your brand represents This soap brand is a heroic ally that provides absolute protection for the family from undesirable/harmful forces (germs) © 2010 Harvest Consulting LLC
- 27. Personal Value Proposition Statement Definition: Clear and specific statement about the tangible benefits of what you offer to a new employer. © 2010 Harvest Consulting LLC
- 28. Developing a Value Proposition Statement The statement should answer these questions: "Why should I hire a financial executive?” as well as "Why should I hire you?" © 2010 Harvest Consulting LLC
- 29. Developing a Value Proposition Statement For (target employer) Who (statement of the need or opportunity) Our Product (product/service category) That (statement of benefit) Unlike (primary competitive alternative) Our product (statement of primary differentiation) © 2010 Harvest Consulting LLC
- 30. Developing a Value Proposition Statement Example Miller Lite is For beer drinkers (target customer) Who want to cut calories but maintain the taste (statement of the need or opportunity) Miller Lite is a light beer (product/service category) That tastes great (statement of benefit) Unlike Budweiser Light (primary competitive alternative) Miller Lite has the same number of calories with a far better taste (statement of primary differentiation) © 2010 Harvest Consulting LLC
- 31. Developing a Value Proposition Statement How to use it! Tagline: Miller Lite is the great tasting, less filling beer… Tastes great! Less Filling! © 2010 Harvest Consulting LLC
- 32. Developing a Value Proposition Statement How to use it! (Case History) © 2010 Harvest Consulting LLC
- 33. Developing a Value Proposition Statement Here’s Another Example… Flaming Medusa Studios delivers animation, illustration, concept art, storyboarding, character design, and branding for art and animation buyers who want distinct personality, impactful imagery, and experienced animation productions. Unlike large studios that are mired in bureaucracy, managed by highly paid producers who have unreasonable expectations, make uneducated decisions, and focus on the short term, Flaming Medusa offers the accessibility, adaptability, efficiency, and flexibility found only in a smaller company. Utilizing outside the box creative solutions combined with state-of-the-art animation techniques (stop motion, traditional, developing technologies and processes), Flaming Medusa creates meaningful mythology and promises to make every one of our client's productions legendary. © 2010 Harvest Consulting LLC
- 34. Developing a Value Proposition Statement About Flaming Medusa Studios At Flaming Medusa Studios, we believe that mythology is important for any business or production. The development of a mythology creates a face, personality, roots, and reputation for your audience to identify with and fall in love with. It is the magical process that takes the glimmer of an idea and gives it form, makes it solid, makes it real and tangible. It is only through form that we are able to affect and impress others. © 2010 Harvest Consulting LLC
- 35. Developing a Value Proposition Statement We create legends © 2010 Harvest Consulting LLC
- 36. Your Personal Branding Step 1 - Conduct some marketing research Purpose Find out what others say about you Query past people you worked closely with: • What did they like most about working with you? • What are your 2-3 qualities that stand out most for them? © 2010 Harvest Consulting LLC
- 37. Your Personal Branding Step 2 – Consider assessment testing Purpose Use tools to better understand yourself, strengths, etc. • PMAI (Pearson Marr Archetype Indicator) - The Jester, The Sage, The Ruler • StrengthsFinder - Adaptability, Positivity, Input, Futuristic, Maximizer © 2010 Harvest Consulting LLC
- 38. Harvest Consulting Value Proposition Statement Harvest Consulting provides expert strategic marketing consulting services for companies that have revenue between $5mm and $25mm, that need to increase sales and market share. Using a blend of primary and secondary marketing research, trend analysis, and competitive intelligence, we form the foundation for creating or refining a sustainable competitive advantage and differentiated corporate identity and brand position. Unlike advertising agencies or big box consulting firms, Harvest Consulting stays on board and personally implements the strategies. © 2010 Harvest Consulting LLC
- 39. Your Personal Branding • Contact Information 513.271.5630 (office) 513.373.6972 (cell) scott@harvestconsultingllc.com LinkedIn Twitter – harvestconsult www.harvestconsultingllc.com thebriefcaseproject.com © 2010 Harvest Consulting LLC
Editor's Notes
- Welcome everybody! My name is Scott Jacobs and I’m the CEO of Harvest Consulting. Today, we’re going to talk about Personal Branding. It is a pleasure to be here. I met TJ Bugg a few years back through networking, I worked with Buzz Brenkert at Kendle, and I happen to know program chair Cindy Hughes and few others that are members of your group. Also, for the past 4 years I have been organizing and managing a networking group for folks in job transition. Mike Lynch from Centennial has been a guest speakers on a couple of occasions. My hope is that if I help someone, perhaps they will land and help me once they have budget or maybe it’s just that “what goes around comes around” philosophy.
- So the first question you might ask is – why is Jacobs speaking tonight, right? The answer is not “they couldn’t get anyone else”
- Here’s a brief commercial about me. I have just about 30 years experience working with or for large, medium, and small businesses (I know, I look too young to have been in business for nearly 30 years, right?), I’ve started at least three businesses, and I currently own 2 small businesses – at Harvest Consulting I help companies increase revenue, by developing marketing strategies that compliment a company’s sales process and I am a partner in a company that started a blog, called the briefcaseproject, it is a blog dedicated to providing business advice to entrepreneurs and small business owners on a variety of topics Legal, CPA-finance/accounting, HR, and I handle marketing)– if you’re interested it checking the blog out the address is thebriefcaseproject.com –
- Also, for three years I served on the Bd of directors for the local chapter of the American Mktg Assn as VP Sponsorship. I was fortunate to raise nearly $60,000 in cash and almost $250,000 in in-kind services, and turned things around in that area for the chapter. Currently I am serving on the Board of Directors for Beech Acres Parenting Center. Just yesterday one of our Board members, Tim Stautberg from Scripps, was named a finalist for the Courier’s CFO of the Year. That has been a rewarding experience as I have been able to use my marketing skills and develop new skills (sort of at their expense) I had never personally facilitated focus group sessions, but did them pro-bono for BAPC. Also, like many of us, I am working with them to better understand how we can use social media (YouTube, Facebook, Linkedin, etc.) to advance the cause of the agency in cyberspace.
- Here are some of the clients I have served or currently serving. Tulong is a start-up apparel company that manufactures women’s, men’s, and children garments out of recycled cotton and recycled polyester made from soda bottles, we are featured in this month’s Cincy Magazine, and Wood Herron & Evans is a 150 year old law firm based in downtown Cincy.
- Here are a few more – I actually sold advertising space in the Business Courier, was a general manager for AraMark and ran their offcie coffee service business in Denver and Phoenix, was a marketing communications manager with Cognis, and a brand manager for Kendle.
- The goals for today’s session - I would like for you to a walk away with 2 things A methodology for developing your own value proposition statement Applying what you learned to help in communicating your value quickly when you introduce yourself
- So let me ask you, what is your definition of the word brand? Can I get some examples?
- Put simply, the definition for brand is the promise to the consumer. That promise begins to define your positioning and how you will differentiate yourself from other candidates for the job you’re seeking. What do you offer and why, and how it is different and unique? Just for fun, I thought we take a look at some positioning statements or promises that brands and companies have established for their consumers, let’s see if you can recognize which brands match up with these statements.
- Here are some famous positioning statements or promises made to consumers. On a piece of paper write down which brand you think matches up with the positioning statements listed here, don’t shout them out– take just a few minutes to do this and then we’ll go through it quickly
- How many of you own any type of Apple product? Have you ever visited the Apple store? What was your experience? Apple has extended their brand promise “easy to use” to the retail, customer experience in-store with the Genius Bar, store design, and fast. Friendly, and expert advice.
- We build excitement!
- Remember Mr. Whipple and don’t squeeze the Charmin. One of the great spokepersons in brand history and TV history
- The number on most recognized word is?
- Here’s kind of a neat design trick Landor the design firm that developed this logo did. Nice representation of movement, moving forward (good icon for a delivery company)
- Talk about brand magic!
- We bring good things to life. GE has moved its position and is now taking a leading roll in the green movement – their eco-imagination campaign and emphasis on products that are good for the environment is a new key corporate positioning.
- Remember the ads - Hefty, hefty, hefty – whimpy, whimpy whimpy
- It’s every where you want to be, right?
- Ivory was P&G’s first brand. They were and still are the pioneers in marketing research. Ivory soap was delivered in wheel barrels and crates to homes. P&G would then go back and talk with women about what they thought about the product – they discovered that the soap bar floats and they used that in their advertising for years, along with the product being 99 and 44/100s pure! I guess you all know that soap operas git tehir start through procter?
- In the consumer packaged goods business, the positioning statement is sometimes called a brand character statement. For our purposes, I think we could consider this our elevator speech, right? How we introduce ourselves. The idea is to give human characteristics to the product, characteristics that everyone can relate to. Here’s an example of a brand character statement for a famous soap brand. Can anyone guess what brand this is? Interestingly, with P&G, there is R&D process is so strong, they build products and brands from a chemical/molecular level – they discovered that a certain chemical formulation they created provides antibacterial qualities – protecting the family from germs = so P&G really developed the brand name from a molecular level to reflect the benefit to the consumer.
- So as we look into developing personal value proposition statements. Here’s a definition – it is (read definition) What value of you going to offer a new employer, and is it tangible? Does this make sense?
- As you think about developing your own value proposition statement, one for yourself, here’s what it should do. It should answer these two questions – why is the company looking to hire a financial executive – especially if there are others already in place and why should they hire you. What are you going to bring to the table that is going to either save them money or help them make more money.
- Now let’s take a look at an example for how you would go about developing your own value propositions statement. First off, put your name up there first. John Smith should be hired for XYZ company, who has been bleeding cash for months, John Smith is a CFO that has 25 years proven experience in dealing with their (the problem that company is experiencing), then state 2-3 key accomplishments that prove your experience, unlike other CFOs that do not have this experience, here’s what I will do for you XYZ company.
- So let’s take a look at an example of a value propositions statement.
- Let me tell you the story about how a client I worked with transformed her company from where she had been to where she wanted to go, and how we have used her value prop statement to help guide us. Darcy working for large NY studios, production companies that were ineffective, inefficient, and generally a pain in the ass to work for. Her claim to fame is that she worked for many years on Teenage Mutant Ninja Turtles as a storyboard artist and an animator. She has been a lone wolf and is really trying to become a full blown company, not just a sole proprietor. She had a name in mind – Flaming Medusa Studios – pretty edgy, right?
- I worked with her and we developed this VPS. She stated that she needed some PR. It was rumored that there going to be a 25 th Anniversary showing of the TNMT movie and she wanted to get some publicity in and around the time that was going to occur.
- Darcy Vorhees came to me through a friend. She stated that she needed some PR. Her claim to fame is that she worked for many years on Teenage Mutant Ninja Turtles as a storyboard artist and an animator. She grew tired of working for large NY studios, production companies that were ineffective, inefficient, and generally a pain in the ass to work for. She moved back here. It was rumored that there going to be a 25 th Anniversary showing of the TNMT movie and she wanted to get some publicity in and around the time that was going to occur. I worked with her and we developed this VPS
- You want to find out what value you bring to a potential employer? Get an outside perspective on you and what you bring to the table. From the research, you can also better understand your value and what you can offer an employer, and how to position that value – this sets up the foundation for personal value prop statement and then your elevator speech.
- When I started up my consulting practice, I thought about what the company would represent. Since the company is me, I had to ask that philosophical, “Who Am I?” This all stemmed from trying to create a company name. (Give example)