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Build Your Brand.pptx

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Build Your Brand.pptx

  1. 1. Build Your Brand Anne Zando
  2. 2. Agenda I. Introduction II. About Personal Branding III. Brand Development Tips IV. Elevator Pitch V. The Small-world phenomenon 11/11/2022 Build Your Brand 2
  3. 3. Introduction “Branding is what companies stand for. It’s reflected in how that company acts, how it serves people, the value that the company shares, and how the company projects those values.” --- Dr. Sean Gresh, a faculty member in Northeastern’s Master of Science in Corporate and Organizational Communication program Personal branding is more than reputation. It is intentional and requires effort. 11/11/2022 Build Your Brand 3
  4. 4. About Personal Branding The Basics
  5. 5. What is a Personal Brand? • Company’s brands communicate its value to customers and differentiates it from its competitors • Similarly, personal brands communicate a unique identity and clear value to potential employers or clients. • Your personal brand is who you are, what you stand for, the values you embrace, and the ways in which you express those values . • It exists in your online presence and IRL! • It is a continual process. • Personal branding is an opportunity to share your value proposition. • Your personal brand should highlight your strengths, establish a reputation, build trust, and communicate the unique attributes that you bring to your current (desired) industry. 11/11/2022 Build Your Brand 5
  6. 6. Why is Personal Branding Important? • An amazing 85% of hiring managers report that a candidate’s personal brand influences hiring decisions. • If cultivated well, your personal brand will signal to employers whether or not you’ll be the right fit for an open position. • In addition to an impactful resume, highlighting your transferrable skills, your personal brand helps you tell your story to potential employers • Crafting a strong authentic personal brand is key to securing more interviews, being considered for more promotions and giving people a memorable sense of who you are, even when you’re not in the room 11/11/2022 Build Your Brand 6
  7. 7. Tips for Developing Your Personal Brand Tips & Tricks
  8. 8. Some things already discussed… 11/11/2022 Build Your Brand 8 Figure out who you are Determine what you want to be known for Define your audience Research your desired industry and follow experts
  9. 9. Ask For Informational Interviews Reaching out to professionals As you consider companies you want to work for, consider reaching out to ask for an informational interview. Don’t be afraid to ask, you might be surprised how generous and open people are willing to be. They usually take 20 minutes but can be of high value. Employers will be more likely to think of you when jobs become available. Some questions to ask: • How did you break into the industry? • What steps would you take if you were to do it all over again? • How do you see the industry evolving? • How do you stay up-to-date with industry trends? • Are there any professional trade associations I should join? 11/11/2022 Build Your Brand 9
  10. 10. Embrace Networking • 80%+ of all jobs are filled through networking • Network regularly to grow your professional circle. • Connect with peers and industry leaders by going to formal and informal networking events • Don’t be afraid to follow up and reach out. • Your network can include anyone! 11/11/2022 Build Your Brand 10
  11. 11. Grow/Manage Your Online Presence • Many claim your online presence as one of the most important aspects of personal branding • LinkedIn serves as a professional social media tool most associated with defining your brand. • The best way to use this network is to participate in groups, make introductions with people who interest you, and ask for (and give) recommendations. • Find more tips at: https://www.northeastern.edu/graduate/blog/bu ilding-an-effective-linkedin-profile/ • I recommend platforms like Handshake. Available through educational institutions. • Can we think of some other ways in which managing your online presence would be vitally important? 11/11/2022 Build Your Brand 11
  12. 12. Prepare Your Elevator Pitch • An elevator pitch is a 30- to 60- second, easily-understood story about who you are. • It’s intended to captivate your audience and help open a dialogue. • Your elevator pitch should be practiced but not rehearsed. • Your elevator pitch can be used at social events and 11/11/2022 Build Your Brand 12
  13. 13. Process For Writing Your Pitch Write it out. 1 Consider your value 2 Seek the input of others 3 Determine your motivation 4 Prioritize 5 Practice and get feedback 6 Polish your pitch 7 11/11/2022 Build Your Brand 13
  14. 14. Elevator Pitch Dos & Don’ts 11/11/2022 Build Your Brand 14 • Make it meaningful to the person you are speaking with. • Paint a picture to help your pitch get noticed. This could include highlighting an interesting accomplishment or sharing a unique perspective. • Be specific. • Be authentic. • Use a conversational tone. Avoid sounding too stiff or seeming like a sales pitch • Go into too much detail. It should only be enough information to pique someone’s interest. • Take too long. Try to keep it to 30 seconds. • Focus too much on inexperience. It should be about your passion. • Use cliché terms. Phrases like “state-of-the-art” or “thinking outside the box” are overused Do: Don’t:
  15. 15. Elevator Pitch Examples Highlighting Previous Successes • I’m a marketing manager who helped launch a successful nutrition app that sold three million copies in its first year. I’m looking to use what I’ve learned in the corporate world to help a health- focused nonprofit grow its donor base. Sharing Your Passion • I’m currently a corporate chef, and my favorite part of my work is concocting new recipes. I’m looking to become a personal chef so that I can continue bringing job to my clients through food. Starting a Dialogue • Do you ever get the feeling your doctor has one foot out the door when you start asking them questions? As a practice manager, I actually work to build better relationships between patients and doctors. I helped my last practice earn a position as one of “Boston Magazine’s list of Boston’s Best Doctors”, and am looking to join a practice that shares these values. 11/11/2022 Build Your Brand 15
  16. 16. It takes courage to be kind. Maya Angelou 11/11/2022 Build Your Brand 16
  17. 17. The Small-World Phenomenon • In the 1960s, Stanley Milgram, a Harvard scientist, conducted an experiment called the Small-World Phenomenon (aka six degrees of separation). • Milgram gave letters to people in Omaha, Nebraska, with instructions to get the letters to specific people in Boston who they did not know. • Subjects could only send letters to a friend who they thought might know the target. • When the letters arrived, he found they had changed hands only six times. • Confirmed by Duncan Watts, a research at Yahoo, in the 1990s who conducted a similar experiment using e-mail • https://hbr.org/2003/02/the-science-behind- six-degrees 11/11/2022 Build Your Brand 17
  18. 18. What do you want to be known for? 11/11/2022 Build Your Brand 18 Resources A. https://www.northeastern.edu/graduate/blog/ti ps-for-building-your-personal-brand/ B. https://www.forbes.com/sites/goldiechan/2018 /11/08/10-golden-rules-personal- branding/?sh=120e049358a7 C. https://hbr.org/2022/02/whats-the-point-of-a- personal-brand D. https://www.canva.com/learn/personal- branding/ E. https://www.entrepreneur.com/starting-a- business/corporate-and-personal-branding- what-is-the-difference-and/429713

Editor's Notes

  • Ask: What is Coca Cola? What is Nike?
    Show how these brands are much more than a soft drink or a shoe

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