Establishing Your Personal Brand


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This presentation comes to you from International Project Management Day 2013 - the annual global virtual summit from IIL that brings together business and technology leaders from around the world to discuss the latest trends and methods in business, leadership and communications. To view the accompanying video keynotes and presentations connect to the event here or purchase the DVD collection

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Establishing Your Personal Brand

  1. 1. Establishing Your Personal Brand Robert Baim MBA PMP CCE TECG LLC, Managing Partner ©2013 International Institute for Learning, Inc., All rights reserved.
  2. 2. What About Bob? I provide training and consulting services to companies in all business sectors interested in improving their project management processes. I am Bob
  3. 3. What is Branding? A brand is a mixture of attributes, tangible and intangible, often symbolized in a trademark or logo, which, if managed properly, creates value and influence. The Marketing Association of Australia and New Zealand A brand is something that you plan or sometimes stumble on that makes you feel good about yourself or your business. Stupid Triangle
  4. 4. The Power of Perception – Name Brands The “name brand” will not disappoint you The “name brand” implies a certain degree of quality The “name brand” justifies a higher price The “name brand” will be around for a long time How do you want to be perceived? Do you want to be a generic, a knock-off or a name brand?
  5. 5. Career Search Approach to Branding “…….. building your personal brand is about understanding how you want your professional life to be seen by others, and then managing your presence in both the offline and online worlds towards that end.” Email from Marc Cenedella, CEO & Founder, The Ladders, June 13, 2011
  6. 6. Important Questions Is a good brand better than a good resume? Is a good brand better than a good reputation? Do you need all three? What about your educational achievements and certificates? WHY is a brand so important to you?
  7. 7. WHY? Establishing a brand has to be something that you want to do. It shouldn’t be just a check in the box. Hopefully, it’s not the result of a compliant request. Examine the “why” of branding and convince yourself it’s important. Don’t discount your degrees and certificates. They are part of your brand.
  8. 8. Branding Yourself as a Project Manager Become a process expert (i.e., “We don’t have adequate resources.” versus, “The process for acquiring resources is inadequate.”) Demonstrate where and in what processes you are different. Market your skills and services using accomplishments (similar to resume). Climb out of the box – be different, but be comfortable. Create an image that is recognizable to your management and clients.
  9. 9. Defining Your Objectives Embrace who you are. Acknowledge what you enjoy doing. Define your reason for creating a brand. Consider pros and cons of branding your name. Talk to co-workers and friends about your branding steps. Their input is important for the brand to be credible. Be careful about setting an arbitrary deadline, but don’t procrastinate.
  10. 10. Self-Assessments are Important What do you want others to know about you? If someone were to describe you, what would you want them to say? How consistent are your social network updates to the image that you want to project? Do you have a picture of your brand somewhere in your eyesight were you can be reminded of it on a regular basis? Do you have a plan to develop your brand?
  11. 11. What About Bob? Personality / Behavior Bob Baim (that’s with an “m”) Preacher’s kid Myers Briggs – ENFJ Grew up in Pittsburgh, PA Bashful introvert Baby Boomer Driver / Analytical Hokie (Virginia Tech) Retentive (almost clinically) Married 40 years (to same wife) Pisces Changes story to fit the situation (wife’s opinion of Bob) Prefer Simple
  12. 12. Avoiding Redundancy Stay away from clip art approaches for logos. Think about what uniquely defines you. Does anything symbolize what you believe in? Don’t confuse the intended audience with too many brand identifiers and logos. Changing your brand after the fact can be difficult and unsuccessful.
  13. 13. Brands May Just Happen Yul Brynner and Telly Savalas
  14. 14. Attributes of a Perfect Brand Simple – The brand is clear for everyone to understand Credible – The brand belongs to you, it represents you, it is you Predictive – The brand tells others what to expect from you when they work or interface with you
  15. 15. Manage Your Branding Efforts as a Project Start with a Charter and brand justification with emphasis on personal versus business brand. Engage key stakeholders. Define all requirements. Prepare brand development plan. Identify deliverables and objectives for the project. Establish a schedule with milestones and review points. Execute the plan. Implement a continuous improvement process to maintain and update brand.
  16. 16. SWOT Analysis Strengths and Opportunities Unbiased review by others (remember – it’s hard to be a judge) Get agreement Leverage trends – don’t fight Benchmark others Weaknesses and Threats Understand weaknesses Recognize how others see you Create a plan to minimize both
  17. 17. SWOT Analysis What personal traits are your strongest or most noteworthy? What makes you distinctive or distinguished? Is there anything that makes you remarkable in any way? You must decide on who you want to be – only you can answer that question. Come to grips with who you are and who you are NOT.
  18. 18. Self-defining Attributes What are your 5 best attributes? Who else has these attributes?
  19. 19. Benefits of Branding Builds your credibility Helps you build a new business Connects you to like-minded individuals Increases your “findability” in your social groups and with friends and colleagues Tells your story
  20. 20. What About Bob? Social Networks LinkedIn Book Publisher - Warwick House Facebook (2 Accounts) High School Reunion YouTube AACEI Member Web Site IIL Web Site Virginia Tech Alumni Avoiding the OS Phase web site Civil Engineering Association LexisNexis Phi Kappa Phi PMI Member Web Site Beta Gamma Sigma
  21. 21. Challenges Developing a personal brand is not an easy process. There will be many starts and stops and do-overs. Branding is not something that you just sit down and do. The potential for scope growth is enormous. Friends and associates might not like the results.
  22. 22. Remember the Branding Attributes Simple Credible Predictive
  23. 23. Questions?
  24. 24. Intelligence – Integrity – Innovation We invite you to take a closer look at what we can accomplish together. Please visit or contact to learn more about our training, consulting, coaching, customized courses and other pathways for professional development. Connect with Us: @IILGlobal ©2013 International Institute for Learning, Inc., All rights reserved.