Building Your Personal Brand

             IABC Houston Luncheon
                      July 22, 2010

                   R...
What s
What’s Your Personal Brand?
• You have distinctive qualities
  – Some you know well
  – Y may not realize you h
   ...
Five Things To Remember
• Be choosy be specific be
      choosy,     specific,
  memorable
• Y
  Your ego is your f i d
  ...
Be choosy
    choosy.
 Be specific
    specific.
Be memorable.
Who Are You?
Im
I’m Anita Newjob and I have 12
years of experience in communication
and marketing. Actually, I do it all.
...
Could You Be More Specific?
• In your own company there is a job
  opening that requires significant corporate
  event pla...
Anita Tries It Again
                           g
Im
I’m Anita Newjob and I have 12 years of
           Newjob,
experience...
Your Ego Is Your Friend
        Y    E I Y       Fi d



     INFLEXIBLE     Ego    Confidence
Not Self-Aware    COCKY   S...
Egonomics
    David Marcum and Steven
             Smith
• Insights into developing the traits that
can move individuals a...
Contributing vs. Showcasing
             vs
1. Reminding people of your experience -- frequently
2. S
   Sharing strong op...
Pay attention to
what others observe
 h t th       b
     about you.
           y
Choose Three Words
• Describe yourself in three words:


• How do you think others describe you?


• Ask someone to descri...
Pick Up On The Queues
• You may think you have a particular expertise
        y       y          p            p
   – Ask y...
I don't think most people
 Former U.S.
               associate me with
  First Lady
               leeches or how to get
...
What’s Not Necessarily
              Obvious...
              Obvious
• When you’re too
         you re
  close to somethi...
Be involved Join the clique
   involved.         clique.
Altruism is Overrated
• Why belong to professional
  organizations?
   – To network
   – To learn and improve yourself
   ...
Individual vs.
           Indistinguishable
           I di ti   i h bl
• Seek opportunities to contribute
        pp
   –...
Make Yourself Memorable
• People won’t necessarily remember exactly what you
  do or say
   – They’ll remember that they e...
If you don't know
    y
where you're going,
  you re
  you're probably
 going to wind up
 someplace else."
              Y...
Ask Yourself...
• What have I been asked to teach or demonstrate?
• For what things do people rely on me?
• I’ve become a ...
Acknowledge Your Intuitive
            Skills
            Skill
• How do you communicate with
         y
   – Adults in ge...
Get Inspiration If You Need
             It
Strengths-Based
                  Leadership
          Tom Rath and Barry
•
                     Conchiegood at everything...
It s
    It’s Not A Competition
  (well, maybe just a little bit)
• Your “competition” is good, but so are you – so stop
 ...
Cement Your Brand
• Contribute what distinguishes you most
• Pick up on what others observe about you
• To be memorable, f...
Great Time to Reinvent;
       Build Your Brand
• Yeah, times are hard. So what?
• New horizon for career opportunities
• ...
Robin McCasland
Robin@brainbiscuits.biz
Robin@brainbiscuits biz
    214-277-9778

      Twitter:
     @robinrox
    @brain...
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Building Your Personal Brand by Robin Russell McCasland Dallas TX

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When building your communications plan, think strategically about your personal brand as well. Learn to recognize and build on the things that make you stand apart — in ways that people will remember when they’re looking to hire communications talent.

by Robin Russell McCasland, Brain Biscuits Strategic Communication, Dallas TX

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Building Your Personal Brand by Robin Russell McCasland Dallas TX

  1. 1. Building Your Personal Brand IABC Houston Luncheon July 22, 2010 Robin McCasland
  2. 2. What s What’s Your Personal Brand? • You have distinctive qualities – Some you know well – Y may not realize you h You t li have others th • Recognize what’s inside of you – You’ll develop a personal brand – Better opportunities will come your way 2 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  3. 3. Five Things To Remember • Be choosy be specific be choosy, specific, memorable • Y Your ego is your f i d i friend • Pay attention to what others observe • Be involved; become part of the ; p clique • Get inspiration if you need it 3 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  4. 4. Be choosy choosy. Be specific specific. Be memorable.
  5. 5. Who Are You? Im I’m Anita Newjob and I have 12 years of experience in communication and marketing. Actually, I do it all. I’ve been i marketing, advertising, PR I’ b in k ti d ti i PR, I’ve been a writer, I can do film editing and photography. I love event planning! I am interested in any work, really…I can do it all. I’m a good editor. I used to work for a healthcare company, company and before that I was with a auto manufacturer, and I started out in city government. 5 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  6. 6. Could You Be More Specific? • In your own company there is a job opening that requires significant corporate event planning skills and creative t l i kill d ti communication experience – Of the people you could recommend for this role, would Anita be in the top three? Why or why not? 6 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  7. 7. Anita Tries It Again g Im I’m Anita Newjob and I have 12 years of Newjob, experience in communication and marketing. I have many testimonials to my ability t produce creative promotional bilit to d ti ti l events that generate significant new business for my employers. I have strong writing talent, too, which comes in handy when developing promotional materials. I can develop the creative concepts and implement them with targeted promotional communication. 7 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  8. 8. Your Ego Is Your Friend Y E I Y Fi d INFLEXIBLE Ego Confidence Not Self-Aware COCKY Self-Esteem
  9. 9. Egonomics David Marcum and Steven Smith • Insights into developing the traits that can move individuals and teams to “Level Five leaders, Five” leaders as identified in Good to Great by Jim Collins • Signs of not enough vs. too much ego • Finding the right balance • Improve your effectiveness as a leader •The same techniques in Egonomics can apply when choosing to maximize your talents 9 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  10. 10. Contributing vs. Showcasing vs 1. Reminding people of your experience -- frequently 2. S Sharing strong opinions on most topics, regardless of expertise f 3. Leading with answers rather than questions 4. Demonstrating impatience with others g p 5. Dominating discussions with people who have similar talents 6. Micromanaging to be involved in everything 7. Thinking you’re the only one who has the necessary expertise 8. Noticing that no one else speaks up when you lead a meeting 9. Occupying most of the time in most conversations 10. Taking too long to make your point, or repeating it...again... 10 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  11. 11. Pay attention to what others observe h t th b about you. y
  12. 12. Choose Three Words • Describe yourself in three words: • How do you think others describe you? • Ask someone to describe you: 12 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  13. 13. Pick Up On The Queues • You may think you have a particular expertise y y p p – Ask yourself why you do or don’t use it – What are you afraid of? – You may have natural talent • Everyone else thinks you’re good – Test it, try it, practice it • R Remember, j t b b just because you’re good at something d ’ d t thi doesn’t ’t mean you’re stuck doing it forever (see next slide) 13 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  14. 14. I don't think most people Former U.S. associate me with First Lady leeches or how to get Nancy Reagan them off. But I know how to get them off I'm off. I m an expert at it.
  15. 15. What’s Not Necessarily Obvious... Obvious • When you’re too you re close to something, you may not see what s what’s right in front of you • P People observe i l b in you what you can’t always see for yourself lf 15 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  16. 16. Be involved Join the clique involved. clique.
  17. 17. Altruism is Overrated • Why belong to professional organizations? – To network – To learn and improve yourself – To build your business – To give back to the profession • It’s OK to get something out of the deal It s 17 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  18. 18. Individual vs. Indistinguishable I di ti i h bl • Seek opportunities to contribute pp – Volunteer for leadership roles – Professional development organizations – Social/spiritual networks • Be remembered for what you do best – Skills you probably enjoy most • Gain real professional references (not the “gimmes”) 18 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  19. 19. Make Yourself Memorable • People won’t necessarily remember exactly what you do or say – They’ll remember that they enjoyed working with you – They had a positive experience – They thought y were... y g you (fill in the blanks) 19 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  20. 20. If you don't know y where you're going, you re you're probably going to wind up someplace else." Yogi --Yogi Berra
  21. 21. Ask Yourself... • What have I been asked to teach or demonstrate? • For what things do people rely on me? • I’ve become a “go-to” person for.... • If someone took my j today, they’d have trouble y job y y replacing my.... • How do my one-of-a-kind traits work to my one of a kind advantage? 21 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  22. 22. Acknowledge Your Intuitive Skills Skill • How do you communicate with y – Adults in general – Peers – Young kids and teens – Your pets (I’m serious) • What makes you a more effective communicator with one group vs. another? vs 22 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  23. 23. Get Inspiration If You Need It
  24. 24. Strengths-Based Leadership Tom Rath and Barry • Conchiegood at everything, If you spend your life trying to be you will never be great at anything • If you focus on people’s weaknesses, they lose confidence • Focus on what makes you great and then emphasize y g p the heck out of it 24 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  25. 25. It s It’s Not A Competition (well, maybe just a little bit) • Your “competition” is good, but so are you – so stop thinking too competitively – Instead, set yourself apart – No one is exactly like you • You don’t want every opportunity – J t the ones th t are really right f you Just th that ll i ht for – With the right personal brand, you’ll be in the top three 25 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  26. 26. Cement Your Brand • Contribute what distinguishes you most • Pick up on what others observe about you • To be memorable, focus on a few unique traits • Y d ’t h You don’t have t k to keep d i something b doing thi because you’re good at it • Your ego is a good thing; work it • Maximize your professional circles; support them • Self-help guides can be helpful 26 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  27. 27. Great Time to Reinvent; Build Your Brand • Yeah, times are hard. So what? • New horizon for career opportunities • Ask for what you want – As long as you can really do it – If you hear “no,” try another avenue • Keep building your personal brand; you’ll know when it’ working k h it’s ki 27 © 2010 Brain Biscuits Strategic Communication. All rights reserved.
  28. 28. Robin McCasland Robin@brainbiscuits.biz Robin@brainbiscuits biz 214-277-9778 Twitter: @robinrox @brainbiscuits …everything else is just gray matter.SM

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