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Lee Hecht Personal Brand Presentation 9-9-09


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How to use a Personal Brand during a career transition

Published in: Career, Business, Technology

Lee Hecht Personal Brand Presentation 9-9-09

  1. 1. Put yourself in the driver’s seat with a Personal Brand <br />Put yourself in the driver’s seat <br />with a Personal Brand<br />Photo credit: jpg -P <br />
  2. 2. Overview <br /><ul><li>The concept of a brand
  3. 3. What is a Personal Brand
  4. 4. Why you need one
  5. 5. How to develop one
  6. 6. Using Social Media to find a job or prospect </li></ul>Front page photo credit: jpg -P <br />
  7. 7. How do you make people feel?<br />
  8. 8. Something to think about<br />“People will forget what you said. People will forget what you did, but people will never forget how you made them feel. <br />~Maya Angelou<br />
  9. 9. The definition of a brand <br />A brandis the sum of the all the <br />perceptions and emotions <br />about a product, or service <br />that live inside a customer’s mind.<br />
  10. 10. This is a product <br />
  11. 11. This is a logo <br />
  12. 12. This is a brand <br />A brand is a promise of value <br />Photo Credit:<br />Photo Credit:<br />
  13. 13. How a Product or Service differ from a Brand<br />A product is made; a brand is made up of trust and relationships.<br />A service is a value delivered; a brand is a personality.<br />A product is sold by a merchant and a service delivered by a consultant; A brand is bought by a customer. <br />A product or service can be easily copied by a competitor; a brand is unique. <br />
  14. 14. The Good News…<br />A brand can be a <br />business person’s best friend <br />Photo <br />
  15. 15. The Good News…<br />A brand can be a <br />business person’s best friend <br />The Bad News….<br />Or Not <br />
  16. 16. The Good News…<br />A brand can be a <br />business person’s best friend <br />The Bad News….<br />Or Not <br />The reality…. <br />you have one (like it or not)<br />
  17. 17. We choose, use and engage with brands every day<br />The car you drive<br />The soda you drink<br />The computer you use<br />People you recognize by first name alone? <br />
  18. 18. Visible representations of brands are everywhere<br />
  19. 19. You DON’T own your brand<br />Your Customers Do! <br />Without their perceptions and emotions<br />in their heads, all you have is a <br />product or service.<br />
  20. 20. This is important because of a simple truth:<br />People buy from who they KNOW, LIKE and TRUST! <br />
  21. 21. This is important because of a simple truth:<br />People buy from who they KNOW, LIKE and TRUST! <br />Driven by the following<br /><ul><li>Marketing
  22. 22. PR
  23. 23. Sales
  24. 24. Business Development</li></li></ul><li> This is important because of a simple truth:<br />People buy from who they KNOW, LIKE and TRUST! <br />Driven by the following activities<br /><ul><li>Marketing
  25. 25. PR
  26. 26. Sales
  27. 27. Business Development</li></ul>The brand influences the perceptions and emotions <br />that cause people to “like and trust” you<br />
  28. 28. Branson on Branding <br />The idea that business is strictly a numbers affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers but I think I’ve done a reasonable job with feelings. And, I’m convinced it is feelings and feelings alone that account for the success of the Virgin brand in all of it myriad forms.”<br />Richard Branson<br />
  29. 29. A Personal Brand definition <br />The perceptions and emotions maintained <br />by someone else other than you describing <br />the total experience of having a <br />relationship with YOU<br />
  30. 30. YOU have a brand<br />
  31. 31. Your role as Marketing Officer of Brand YOU<br />To steer, shepherd, direct and inspire these<br />perceptions and emotions so that they align <br />with your vision for your brand andyour goals<br />for your career. <br />
  32. 32. Tom Peters on Personal Brands <br />“The good news, and it is largely good news, is that everyone has a chance to stand out. Everyone has a chance to learn, improve and build up their skills. Everyone has a chance to be a brand worthy of remark. “<br />~Tom Peters<br />
  33. 33. Why you need a Personal Brand? <br />HERE<br />
  34. 34. We all are Free Agents in this new economy<br />
  35. 35. A Personal Brand<br />Creates differentiation<br />A Personal Brand helps those buying what you’re selling to choose you<br />Increases your visibility <br />Social Media is a big driver behind the recent growth in Personal Brands<br />Shortens sales cycles <br />Speeds up the process for people to know, like and trust you<br />Improves confidence <br />Gets you in the right “mindset” <br />Supports your goals and objectives <br />A good brand is developed at a strategic level and executed (and lived) daily in the details<br />
  36. 36. Personal and Company brands have similar elements<br />Personal Brand<br />Company Brand<br />Brand Identity<br />Locate things <br />Brand Attribute(s)<br />Charismatic, Great Orator <br />Brand Promise<br />Fast, accurate, search results <br />Change <br />
  37. 37. There are three equal elements of a Personal Brand<br /><ul><li>Value Identification
  38. 38. Value Communication
  39. 39. Value Delivery </li></li></ul><li>Value Identification starts with introspection<br />What are your goals?<br />What do you value?<br />What do you like to do? <br />What are your personal drivers?<br />What are you known for knowing?<br />What do others value in you? <br />What are you most proud of? <br />What do you do that adds <br />remarkable, measurable, distinguishable value? <br />
  40. 40. And includes listening to how others experience you<br />How do others experience you?<br />What do people compliment you on? <br />What about you makes people stop, watch and say WOW?<br />Photo Credit: <br />
  41. 41. And identifying who needs what you sell <br />What is important to your target <br />audience? <br />What keeps them up at night? <br />How can do you deliver <br />a unique solution to them? <br />Photo<br />
  42. 42. What are your brand attributes? <br />Persistent<br />Detail Oriented<br />Organized<br />Reliable<br />Prolific<br />Adaptable<br />Driven<br />Facilitator<br />Methodical<br />Creative<br />Punctual<br />Easy Going<br />Diligent<br />Helpful<br />Self Starter<br />Energetic<br />Hilarious<br />Adaptable<br />Results Driven<br />Trustworthy<br />Organized <br />Thoughtful<br />Consistent<br />Likeable<br />Continuous <br />Learner<br />Strategic<br />Motivated<br />Efficient<br />Quick Study<br />Genuine<br />Innovative<br />Dynamic<br />Choose ones that are authentic for you and relevant to your goals and audience <br />
  43. 43. And end with your brand promise<br />Finish with a written, one-sentence<br />Brand Promise that describes: <br /><ul><li>The value you offer
  44. 44. Who it is intended for
  45. 45. Your differentiation</li></ul>Make sure it is short, simple, easy to memorize <br />and understand <br />A Good Brand Promise provides focus for <br />decision making and helps you prioritize work <br />and marketing activities<br />Photo credit:<br />
  46. 46. Value Communications starts with a plan <br />Choose communication vehicles to reach your target audience AND play to your strengths <br />Use your brand attributes to develop key messages that communicate your unique value proposition<br />Develop a timeline to implement that supports<br />constancy in your communications <br />Brand Communications Wheel<br />Bio &<br />Resume<br />Public <br />Speaking <br />Social Media<br />Volunteer<br />Articles<br />Networking<br />Photo Credit:<br />
  47. 47. Consistently walkingyour talk iskey to Value Delivery<br />Design processes and implement habits that align with your brand attributes<br />Use your brand promise as a decision making tool for your work, time-management, marketing, etc. <br />Get regular feedback to document your value delivery <br />Social Media<br />Photo Credit: MarzanaMax - Flickr<br />
  48. 48. Nurture your brand to maintain it<br />Use Google Alerts and feedback from your audience to continually gather valuable feedback<br />Establish metrics to measure success (i.e. page rank in Google for your name)<br />Evolve to stay relevant <br />Social Media<br />Photo Credit: MarzanaMax - Flickr<br />
  49. 49. Use the three brand principles to tie it all together<br />Take the time to bring <br />clarity in what sets you apart <br />Consistently deliver predictable value <br />Be constantly visible to your target<br />audience <br />Social Media<br />Photo Credit: MarzanaMax - Flickr<br />
  50. 50. Five ways to use Social Media to find a job or prospect<br />Listen to relevant industry conversations <br />Research prospective employers and prospects<br />Network with friends and colleagues<br />Find people in your field<br />Share your expertise <br />Social Media<br />Photo credit: <br />
  51. 51. Listen <br />What is being said about you, your field, industry,<br />prospective clients or employers<br />Who is hiring in your field or industry<br />News about a prospect or employer <br />Tools: Google Alerts, Twitter <br />Social Media<br />Photo credit: <br />
  52. 52. Alerts <br />Set up Google Alerts at<br /><ul><li> On yourself
  53. 53. Target Companies
  54. 54. Keywords </li></ul>Social Media<br />
  55. 55. Research <br /><ul><li>Target Companies, Prospects, Decision Makers, Hiring Managers</li></ul>Tools: Linkedin, Twitter<br />Social Media<br />Photo Credit: <br />
  56. 56. for Research <br />A great feature of Linkedin is <br />the ability to see the “unseen” <br />network among people you know. <br />Linkedin also offers great <br />intelligence on recent <br />employee moves within <br />a company. <br />Social Media<br />
  57. 57. Network<br /><ul><li>Connect with colleagues and friends</li></ul>Tools: <br />Linkedin, Twitter, Facebook<br />Social Media<br />Photo credit: <br />
  58. 58. for Networking<br />Don’t overlook the ability to wisely promote activity that supports your brand via “What I’m working on” in Linkedin. <br />“Wisely” means relevant information to your network that help you stay top of mind about activities that support your brand. <br />Social Media<br />
  59. 59. Find <br /><ul><li>People in your field
  60. 60. Hiring Companies
  61. 61. Targeted Prospects</li></ul>Tools: Linkedin, Twitter<br />Social Media<br />Photo Credit:<br />
  62. 62. Finding people, companies, & info. on Twitter<br />Twitter search resources:<br /><br /><br /><br /><br />Social Media<br />
  63. 63. Share <br />Your expertise, thought leadership, unique value proposition<br />Tools: Slideshare, Facebook, Blog, Twitter, Visual CV, Podcasts, Youtube, Webinars<br />Social Media<br />Photo Credit:<br />
  64. 64. Visual CV <br />Free, multimedia-based resume<br /><ul><li> Share work samples, audio, video and more
  65. 65. Control who sees it, or
  66. 66. Share via social networks
  67. 67. Outstanding for Google rank
  68. 68. Ability to customize for different audiences </li></ul>Social Media<br />
  69. 69. Five Social Media Best Practices <br />Profiles<br />Claim your name<br />Shoot for consistency in profile name across different social media<br />Fully complete a profile on 1-2 key social networks. <br />Consistency counts<br />With names, photos<br />With profiles, remember to use your brand attributes but also show your personality<br />Get your “elevator pitch” down to 140 characters<br />Listen first, engage second<br />Be authentic; “faking it” is never a good strategy <br />
  70. 70. Five Next Steps<br />Revisit your mindset<br />Think of yourself as a “free agent”<br />Research your brand <br />Review the questions about yourself to pinpoint your differentiation<br />Ask for feedback from others; Consider a 360 ( <br />Choose brand attributes to use in communications <br />Google yourself to get a baseline on your online visibility<br />Set-up a Google Alert on your name<br />Ask yourself what content can you create and share that helps your target audience to “know, like and trust” you. <br />Fully complete your profile on Linkedin to use as your “online home base”<br />Claim your name ( and put it in your email signature line<br />Fill out the profile summary and use a professional headshot<br />Incorporate your brand attributes into your profile summary <br />Email me to receive my “10 Top tips to maximize your brand on Linkedin.” <br />
  71. 71. Your brand is your story! <br />Live it inside, Tell it outside, and People will LISTEN<br />
  72. 72. Thank You! <br />“A brand WORKS when the stories you tell about yourself are the same stories others tell about you <br />What stories are people telling about you? “ ~Alicia Falcone <br /><br /><br /><br /><br />My Brand Promise<br />A driven, self-starter, I hold myself accountable to creatively solve marketing challenges with innovative solutions that create tangible, measurable results for the businesses I serve.<br />