Setting Yourself Apart From The Crowd


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Developing and using a personal brand is an important part of career management and career transition. This program will help you to understand branding and how to create your own brand.

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    One common mistake a lot of people make is that they only do this when they're looking for a new job, instead of realizing that, whether we realize it or not, we are always marketing ourselves.

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Setting Yourself Apart From The Crowd

  1. 1. Karen M Zoller, HR Performance Specialist<br />Setting Yourself Apart From the Crowd<br />
  2. 2. As a result of this program you will be able to: <br />Understand how branding can help you in your career<br />Acquire the skills to develop your own brand<br />Describe yourself as a brand based on your talents and attributes<br />Create a personal brand statement<br />Acquire the skills to develop your own brand<br />Create a career strategy using your brand<br />Maintain and grow your brand<br />
  3. 3. “Making your Way in the World Today, takes everything you got. . .” <br />These are challenging times in the world of work<br />Unemployment statistics are high<br />Job hunting and job hopping increases<br />Competition is stiffening<br />You need to make sure that those around you know what you have to offer<br />How can YOU stand out in this crowd?<br />
  4. 4. Corporate Brands <br />
  5. 5. Personal Branding<br />
  6. 6. What is a Brand?<br />A Brand symbolizes all the information associated with the product, service or individual<br />It communicates expectations, values, ideas, personalities<br />Effective branding boosts the bottom line of any company, individual or service.<br />It has the ability to equip a new product or service with instant credibility and value<br />
  7. 7. Personal Branding<br />Process by which individuals differentiate themselves by identifying and communicating: <br />A unique value proposition . . .<br />With a consistent message and image . . .<br />To achieve a specific goal<br />A well –planned personal branding campaign creates a strong, consistent and specific association between the individuals and the perceived value he/she offers<br />You are the product!<br />
  8. 8. How does a Personal Brand help your Career?<br />Developing a personal brand will help you uncover your unique skills/abilities and hidden qualities. <br />It helps you to understand and differentiate yourself from your competition<br />It helps you to see how you add value.<br />Helps you to enhance your recognition as experts in your field, establish reputation and credibility, and build self confidence.<br />A Personal Brand can guide your career<br />“The biggest benefit you get from understanding who you are …. is a stronger belief in your own value.”<br /><br />
  9. 9. Anatomy of a Brand <br />Skills and Competencies <br />What particular skills and competencies do you have?<br />What is your area of expertise? <br />What are you passionate about?<br />Personal Attributes<br />What are your personal characteristics? <br />What sets you apart from others?<br />What are your strengths?<br />
  10. 10. Anatomy of a Brand<br />Personal Style<br />What impression do you make on people who meet you? <br />What does the way you dress say about you? How would you describe your style?<br />Does your personal style match your personality?<br />How well do you communicate? <br />How do you communicate your value to others?<br />
  11. 11. Anatomy of a Brand<br />Who do you know?<br />Who makes up your network?<br />How can these contacts help you achieve your goals?<br />Who do you partner with?<br />
  12. 12. Anatomy of a Brand<br />Marketing Yourself<br />How do you market yourself?<br />What types of community events or activities do you get involved in? <br />How are you involved in promoting your profession?<br />Where will people see you?<br />
  13. 13. Where Do You Start to Build Your Brand?<br />Elements of a Personal Brand<br />Value Proposition: What do you stand for?<br />Differentiation: What makes you stand out? <br />Marketability: What makes you compelling?<br />Start with An Inventory of You<br />your Talents<br />your Competencies<br />your areas of Expertise<br />your Values<br />your Abilities<br />
  14. 14. Steps to developing your Brand<br />What are your goals? <br />What are the kind of results you want to see in your life or career?<br />“If you don’t know where you’re going, any road will take you there.” George Harrison<br />
  15. 15. Steps to Developing Your Brand<br />Understanding Yourself<br />What are your core values? What are your guiding principles? <br />What are your skills? Your competencies? Attributes?<br />What sets you apart from others? <br />What are your passions? What activities, interests or topics fascinate and energize you?<br />
  16. 16. Exercise: From the list of Cereals below, select one that you like. Why Are you that Product and Why? Describe yourself.<br />Cheerios<br />Wheat Chex<br />Cinnamon Toast Crunch<br />Froot Loops <br />Shredded Wheat<br />Honeycomb<br />Kashi – Go Lean<br />Life <br />Frosted Flakes<br />Rice Crispies<br />Wheaties<br />Special K<br />Berry BerryKix<br />Raisin Bran<br />Captain Crunch<br />Lucky Charm<br />
  17. 17. Exercise: From the list of Dog Breeds below, select one that you like. What are the Characteristics You Share with thAt dog? Describe yourself.<br />Afghan<br />Poodle<br />Alaskan Husky<br />Bulldog<br />Golden Retriever<br />Jack Russell Terrier<br />Labrador<br />German Shepherd<br />Doberman Pincher<br />Dalmatian<br />Schnauzer<br />Beagle<br />Basenji<br />Collie<br />Basset Hound<br />St. Bernard<br />Greyhound<br />Bloodhound<br />Boxer<br />Chihuahua<br />Shih Tzu<br />
  18. 18. Steps to Developing Your Brand <br />Get feedback from family, friends, peers –<br />What do people think of when they see you?<br />HOW OTHERS SEE YOU<br />Ask family members, friends, and peers:<br />How do they see you? <br />What do they see as your greatest strengths? <br />“O wad some power the giftiegie us, To see oursel’s as ithers see us!”<br />Robert Burns<br />
  19. 19. steps to developing your Brand<br />YOUR BRAND COMMUNITY<br />Who are your competitors? <br />What makes you different?<br />What is your target audience?<br />How will you attract your target audience to you?<br />
  20. 20. Your Personal Brand Statement<br />A Personal Brand Statement is a sentence that describes:<br />What you want to be, (the value you offer);<br />What makes you different , and --<br />Who your audience is.<br />A Personal Brand Statement:<br />A tagline<br />Reminds you of your purpose, goal<br />Guides you in making decisions regarding your career <br />Communicate your value<br />
  21. 21. Developing Your Personal Brand Statement<br />Examples<br />A Personal Brand Statement answers:<br /><ul><li>What you want to be?
  22. 22. What you are best at?
  23. 23. Who do you serve?</li></ul>“I’m the leading personal branding expert (niche topic) for gen-y (audience served).”<br />I am a Nuclear Engineer who is expert in controlling power plants, maximizing safe & low cost power capacity (Homer Simpson)<br />An Administrative Assistant who organizes office details while implementing efficiency recommendations<br />My personal brand is I am an author, speaker, and consultant on technology policy and online communication.<br />A Personal Brand Statement:<br />Consists of one sentence<br />Can be easily understood<br />Can be recited from memory<br />
  24. 24. You are “the Whole Package”<br />Display and use your brand with:<br />Your Elevator Speech<br />Your Resume<br />E-mails, correspondence<br />Business Cards<br />Telephone Calls<br />Linked In, Facebook, Blogs, etc<br />Personal Appearance<br />Professional Demeanor<br />Branding is about:<br />Clarity<br />Consistency <br />Constancy<br />Incorporate your brand in everything you do.<br />“Act your brand”<br />
  25. 25. “Once You Have Found it never let it go . . .”<br />Maintaining Your Brand<br />Communicate your brand throughout your career<br />Recruit a squad of brand cheerleaders<br />Learn from mentors who matter<br />Collaborate with the person you want to learn from<br />Be your own boss – think like a brand. Be ready for reinvention<br />
  26. 26. In Closing<br />What questions do you have?<br />What will you take away from this discussion?<br />How will you use this information to Set Yourself Apart from the Crowd? <br />
  27. 27. “ You always make each day a special day. By just you're being you. There's only one person exactly like you in the whole world. And that's you yourself, . . . “<br />Fred Rogers <br />
  28. 28. Resources<br />“Career Distinction, Standing Out By Building Your Brand”, by William Arruda and Kirsten Dixon (Book)<br />“Me 2.0 Build a Powerful Brand To Achieve Career Success”, by Dan Schwabel (Book)<br />The Personal Branding Blog, by Dan Schwabel<br />“Strengths Finder 2.0”, By Tom Rath (Book)<br />Getting Back To Work Faster, by Jill Konrath (Free Download Book)<br />Quintessential Careers Website:<br />“Get Hired! Winning Strategies to Ace the Interview,” Paul C. Green, PhD (Book)<br />