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Personal positioning
- 1. HOW TO LEVERAGE YOUR PROFESSIONAL BRAND PERSONAL POSITIONING
- 2. 2 Overview • What is a brand? Why should I have one? • Identify your brand • What is positioning? How can I apply it? • Craft your positioning statement • Project the authentic You
- 3. What is a brand? What does it do for a business?
- 4. 4 Branding, Defined A business’s brand: “their promise to a customer” • Align customer expectations • Differentiate from the competition • Foster brand recognition & loyalty What is a brand? | Why should I have one? | Identify your brand | What is positioning? | Craft your positioning statement | Project the authentic you
- 5. “In 2014, strong brands outperformed the market by 73%”1
- 6. 6 A personal brand is what you stand for and what makes you special. [It's] composed of values, a mission, and a positioning statement that depict what you do and who your audience is. [It] is an indicator for how valuable you are to employers and customers at every stage of your career The Personal Brand What is a brand? | Why should I have one? | Identify your brand | What is positioning? | Craft your positioning statement | Project the authentic you “ - Dan Schawbel, author of Me 2.0: 4 Steps to Building Your Future
- 7. So what can personal branding do for you?
- 8. 8 The Benefits of Personal Branding What is a brand? | Why should I have one? | Identify your brand | What is positioning? | Craft your positioning statement | Project the authentic you Give yourself a competitive Advantage Enhance your Self Awareness Infuse personality into your professional image Align your goals and actions with your message and values Promote the authentic You to employers and peers
- 9. 9 Identify your Brand What are your strengths? What are your values? What are your passions? What is your purpose? What is a brand? | Why should I have one? | Identify your brand | What is positioning? | Craft your positioning statement | Project the authentic you
- 10. Positioning: The space you want to occupy in your customers' minds when they think about your brand Build “
- 11. 11 Craft your Positioning Statement • Not just a tagline, but a description • What do you offer customers? What is a brand? | Why should I have one? | Identify your brand | What is positioning? | Craft your positioning statement | Project the authentic you Key Strengths Values Passions Purpose Scientific Acumen Integrity Creating lasting value in healthcare To become an innovative leader in the pharmaceutical industry, improving patient outcomes on a macro scale Communication Teamwork Fostering greater communication Entrepreneurial mindset Excellence Innovation “Translating science into actionable, patient-centered value.”
- 12. 12 Project the Authentic You What is a brand? | Why should I have one? | Identify your brand | What is positioning? | Craft your positioning statement | Project the authentic you • Verify your brand with those who know you well • Examine your contact points with potential employers/clients • Align these contact points with your brand • Practice integrating your personal brand and positioning
- 14. 14 Images • http://www.iaop.org/UserFiles/images/COP%20TEam_000009596405Medium.jpg • http://www.maurilioamorim.com/wp-content/uploads/2011/06/personal-brand.jpg • https://blogs.informatica.com/perspectives/wp-content/uploads/2014/09/differentiate.jpg • http://static.srcdn.com/wp-content/uploads/2016/11/superman-business-suit-shirt-pull.jpg • http://insights-llc.com/wp-content/uploads/2017/05/socialicons.jpg • Bitmoji - https://www.bitmoji.com/
- 15. 15 Reference Material • http://under30ceo.com/personal-positioning/ • https://www.entrepreneur.com/article/77408 • https://www.johnrampton.com/brand/ • http://www.brandxpress.net/2005/10/5-benefits-of-branding/ • http://www.pwc.com/us/en/careers/campus/programs-events/personal-brand.html#get_started
Editor's Notes
- During my time working in New Business I got to see the nitty gritty details of how a business attracts clients- I worked on target lists, audited competitors, and developed company briefs. I was privy to intensive strategy sessions where the team discussed how to best position our brand and leverage our capabilities to solve a potential client’s problem. Intersected with my prior research in personal branding and self discovery Decided to investigate how principles of business branding and positioning can apply to individuals
- “The Basics of Branding” – entrepreneur.com – https://www.entrepreneur.com/article/77408 Align customer expectations - Consistent branding projects image of experience, quality, and reliability Differentiate from the competition - Provides a platform to describe the competitive advantages of your business Foster brand recognition & loyalty - Customers will associate positive experiences with your brand and return for more (if you did a good job to begin with!)
- http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-brand-is-back-staying-relevant-in-an-accelerating-age Y-Axis: Total return to shareholders index X-axis: Year
- a combination of skills, talents, values, interests, and beliefs “The Basics of Branding” – entrepreneur.com – https://www.entrepreneur.com/article/77408
- By taking the time to examine your key values and abilities, and ensure that your personal brand is consistent, you will… Enhance your self awareness Be able to align your goals and actions with your values
- Verify your brand with those who know you well Examine your contact points with potential employers/clients (LinkedIn, Twitter, Resume, Cover letter, elevator pitch, personal appearance) Align these contact points with your brand to exemplify your strengths, values, passions and purpose Practice integrating your personal brand and positioning and prepare to draw on them during interviews and important conversations Final Note: This doesn’t happen over 15 minutes. Take as much time as needed to revisit this draft of your brand, hone and refine it and the time you invest will pay for itself exponentially.