Personal Brand Presentation - Job Club


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July 18th Presentation to Job Club at Grace Covenant Church, Overland Park, KS.

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  • .
  • Identifying your target audience is the first step in developing your brand. You must understand who your target is as well as your goal is It is important to resist any urge to try and be all things to all people. I personally struggle with this one myself.
  • We know that most jobs are found through networking and we all understand the impact of referrals as entrepreneurs. Social Media enable that for all of us regardless of our objective plus great resources for researching and sharing that are unique to social media.
  • Social media tool to create a multi-media rich tool to enhance your resume.
  • Multiple ways to share this instantly and easily Multi-dimensional – professional, work product, more room for professional publications, personal information, etc. Not just for job seekers. Entrepreneurs can use to showcase their skills and differentiation using multi-media.
  • Many organizations and others to follow to find jobs.
  • Personal Brand Presentation - Job Club

    1. 1. The Brand “You” Set yourself apart with a Personal Brand
    2. 2. What is a Brand?
    3. 3. BRAND A brand is a perception or emotion maintained by a buyer or prospective customer, describing the experience related to doing business with an organization or consuming its products and services
    4. 4. Brands are what people say about you when you’re not in the room Company Brand Personal Brand Brand Attribute(s) Brand Promise Brand Identity Change Fast, accurate, search results Charismatic, Great Orator Locate things A Brand is also a promise to an audience
    5. 5. Brand Commodity $2.60 $.99 Differentiated brands can charge a premium
    6. 6. Personal BRAND A perception or emotion , maintained by somebody other than you describing the total experience of having a relationship with you .
    7. 7. Personal BRANDING The process by which individuals and entrepreneurs differentiate themselves by identifying and articulating their unique value proposition and then leveraging it across platforms with a consistent message and image to achieve a specific goal.
    8. 8. Carl Oprah Obama Madonna Brad Funk Jack
    9. 9. Media made these personal brands household names Media is no longer just for the rich and famous
    10. 10. What a Personal Brand is NOT! <ul><li>What you say about yourself </li></ul><ul><li>An extension of your employer’s brand </li></ul><ul><li>Your presence in social media </li></ul><ul><li>Anything you can ask for </li></ul><ul><li>A perk </li></ul><ul><li>Something you’re entitled to </li></ul><ul><li>A gift someone can give you </li></ul><ul><li>About power </li></ul><ul><li>Permanent or Guaranteed </li></ul>Source; Scott Ginsburg:
    11. 11. <ul><li>Offers a strategic framework for </li></ul><ul><li>managing your career </li></ul><ul><li>Creates differentiation </li></ul><ul><li>Improves confidence </li></ul><ul><li>Increases your visibility </li></ul><ul><li>Helps you achieve your goals </li></ul><ul><li>Allows you to pick and choose jobs </li></ul><ul><li>and assignments </li></ul>You ARE being “Googled” so why not manage Brand “You”? Benefits to a Personal Brand:
    12. 12. The Keys to Successful Personal Branding: Be Authentic, Be Consistent and Be Seen! Clarity Your Unique Promise of Value Brand Promise Consistency “ Walk Your Talk ” Brand Experience Constancy Constant visibility to your target audience Brand Communication A Successful Brand “ YOU ”
    13. 13. Four Step Brand Process Discover Your Brand Develop Your Brand Communicate Your Brand Step 1 Step 2 Step 3 Step 4 Maintain Your Brand Brand Promise Brand Communications Brand Experience
    14. 14. Four Step Brand Process Discover Your Brand Step 1 <ul><li>Personal Brand Assessment </li></ul><ul><ul><li>Insights about YOU </li></ul></ul><ul><ul><ul><li>Goals </li></ul></ul></ul><ul><ul><ul><li>Personal Drivers </li></ul></ul></ul><ul><ul><ul><li>Values </li></ul></ul></ul><ul><ul><ul><li>What are you passionate about? </li></ul></ul></ul><ul><ul><ul><li>What are you known for? </li></ul></ul></ul><ul><ul><ul><li>What do you have answers to? </li></ul></ul></ul><ul><ul><li>Insights from others </li></ul></ul><ul><ul><ul><li>How do others describe you? </li></ul></ul></ul><ul><ul><ul><li>What are the three compliments </li></ul></ul></ul><ul><ul><ul><li>people make about you? </li></ul></ul></ul><ul><ul><ul><li>What about you makes people stop, watch </li></ul></ul></ul><ul><ul><ul><li>and say WOW? </li></ul></ul></ul>“ Be yourself; everyone else is already taken.” Oscar Wilde
    15. 15. Four Step Brand Process Develop Your Brand Step 2 <ul><li>Identify your target audience </li></ul><ul><ul><li>Determine what is relevant to you target </li></ul></ul><ul><ul><li>Write a “day in the life” for a member of </li></ul></ul><ul><ul><li>your target audience </li></ul></ul><ul><li>Understand your “unique value proposition” </li></ul><ul><ul><li>Answer why are you the “go-to-person” for </li></ul></ul><ul><ul><li>your field/area of expertise? </li></ul></ul><ul><li>Choose three personal brand attributes </li></ul><ul><ul><li>Align with your goals </li></ul></ul><ul><ul><li>Are authentic for you </li></ul></ul><ul><ul><li>Relevant to your audience </li></ul></ul>“ You are the only person on earth who can use your own ability” M. Kathleen Casey
    16. 16. What are your brand attributes? Driven Easy Going Persistent Self Starter Energetic Punctual Trustworthy Likeable Diligent Detail Oriented Results Driven Organized Creative Hilarious Facilitator Prolific Adaptable Adaptable Helpful Strategic Thoughtful Motivated Continuous Learner Quick Study Innovative Dynamic Reliable Organized Efficient Methodical Consistent Choose ones that are authentic for you and relevant to your goals Genuine
    17. 17. Four Step Brand Process Develop Your Brand Step 2 <ul><li>Finish with a written, one-sentence Brand Promise </li></ul><ul><li>that describes: </li></ul><ul><ul><li>what value you offer </li></ul></ul><ul><ul><li>whom it is intended for </li></ul></ul><ul><ul><li>your differentiation </li></ul></ul><ul><li>A Good Brand Promise is: </li></ul><ul><ul><li>short </li></ul></ul><ul><ul><li>easily memorized </li></ul></ul><ul><ul><li>simple and easily understood </li></ul></ul><ul><li>A Good Brand Promise: </li></ul><ul><ul><li>provides focus for decision making </li></ul></ul><ul><ul><li>helps you p r ioritize work and activities </li></ul></ul><ul><ul><li>is a communication tool </li></ul></ul>
    18. 18. Four Step Branding Process Develop Your Brand Step 2 My Example Brand attributes: Driven, Innovative, Strategic Results-Obsessed, Creative Solutions Provider, Service Orientation My Brand Promise: A driven self-starter , I hold myself accountable to solve marketing challenges with innovative solutions that create tangible, measurable results for the businesses I serve .
    19. 19. Four Step Brand Process Communicate Your Brand Step 3 <ul><li>Create a Communications Plan </li></ul><ul><ul><li>Select a combination of vehicles to reach your </li></ul></ul><ul><ul><li>target audience and that play to your strengths </li></ul></ul><ul><ul><li>Choose key messages that support your brand </li></ul></ul><ul><ul><li>attributes and unique value proposition </li></ul></ul><ul><ul><li>Develop a timeline to implement that </li></ul></ul><ul><ul><li>supports constancy in your communications </li></ul></ul><ul><ul><li>Remember Clarity, Consistency, Constancy </li></ul></ul><ul><ul><ul><li>Be clear in your messages for your audience </li></ul></ul></ul><ul><ul><ul><li>Be consistent in your message across vehicles </li></ul></ul></ul><ul><ul><ul><li>Be constant in your communications </li></ul></ul></ul>Bio & Resume Social Media Public Speaking Volunteer Articles Networking Brand Communications Wheel
    20. 20. Personal Brand Tool Box for the Job Search Resume Cover Letter CD Portfolio Business Card Personal Website Networking Visual CV Job Search Tool Box
    21. 21. Four Step Brand Process Maintain Your Brand Step 4 <ul><li>Monitor your brand experience at regular </li></ul><ul><li>intervals </li></ul><ul><ul><li>360 Feedback </li></ul></ul><ul><ul><li>Establish metrics to measure </li></ul></ul><ul><li>Be consistent ; “walk your talk” </li></ul><ul><ul><li>Use your brand promise as a guide </li></ul></ul><ul><li>“ Google” yourself; set up Google Alerts </li></ul><ul><li>Evolve to stay relevant </li></ul>“ When you’re finished changing, you’re finished” Ben Franklin
    22. 22. Using Social Media to find a job…or a prospect
    23. 23. Using Social Media to find a job or a prospect <ul><li>Activity: Listen (Tools: Twitter, Google alerts, other online) </li></ul><ul><ul><ul><li>To what is being said about your field, industry </li></ul></ul></ul><ul><ul><ul><li>To who is hiring in your industry or field </li></ul></ul></ul><ul><ul><ul><li>To news about a prospect </li></ul></ul></ul><ul><ul><ul><li>To what is being said about you, targeted companies, your industry </li></ul></ul></ul><ul><li>Activity: Research (Tools: Linkedin, Twitter) </li></ul><ul><ul><ul><li>Companies </li></ul></ul></ul><ul><ul><ul><li>Targeted Prospects </li></ul></ul></ul><ul><ul><ul><li>Hiring Managers </li></ul></ul></ul><ul><li>Activity: Network (Tools: Facebook, Linkedin, Twitter) </li></ul><ul><ul><ul><li>With friend and colleagues , people in your field </li></ul></ul></ul><ul><li>Activity: Find (Tools: Linkedin, Twitter) </li></ul><ul><ul><ul><li>Prospects </li></ul></ul></ul><ul><ul><ul><li>Jobs </li></ul></ul></ul><ul><ul><ul><li>People in your field </li></ul></ul></ul><ul><ul><ul><li>Who is hiring </li></ul></ul></ul><ul><li>Activity: Share(Tools: Slideshare, Facebook, Blog, Twitter, Visual CV) </li></ul><ul><ul><ul><li>Your expertise </li></ul></ul></ul><ul><ul><ul><li>Thought Leadership </li></ul></ul></ul><ul><ul><ul><li>What makes you relevant, unique , authentic </li></ul></ul></ul>
    24. 24. 101
    25. 26. Optimize Your Profile
    26. 27. Put your HEADLINE to work
    27. 28. Brand Your Profile
    28. 29. Speak for yourself! About you About what you do for your company Use Adwords to optimize Search
    29. 30. Find and Invite People to Join Your Network
    30. 31. Stay top of mind
    31. 32. Give First! Recommend Others
    32. 33. Give First! Make Introductions
    33. 34. Question and Answers
    34. 35. Ask and Answer Questions
    35. 36. Join Groups
    36. 37. Groups are also good for Q&A
    37. 38. Add Content with Applications
    38. 39. Looking for a Pay Check
    39. 40. Find Job Openings
    40. 41. Research Prospective Companies
    41. 42. Connect with Hiring Managers
    42. 43. Visual CV <ul><li>Free, secure online multi-media based resume </li></ul><ul><ul><li>Sharing of work samples, audio, video, powerpoint. </li></ul></ul><ul><ul><ul><li>Embed charts and documents </li></ul></ul></ul><ul><ul><ul><li>Upload letter of recommendations, work samples, etc. </li></ul></ul></ul><ul><ul><li>Privacy setting allow ability to control who sees it </li></ul></ul><ul><ul><li>Share via social networks, email, etc. </li></ul></ul><ul><ul><li>Showcases your personal brand </li></ul></ul><ul><ul><li>Outstanding for Google rank </li></ul></ul><ul><ul><li>Customize based on audience </li></ul></ul>
    43. 44. Visual CV
    44. 45. Twitter <ul><li>Find - prospects, job openings and companies that are hiring </li></ul><ul><ul><li>Twellow </li></ul></ul><ul><ul><li>Tweetmejobs, microjobs, #microjobs, #tweetmejobs </li></ul></ul><ul><li>Research </li></ul><ul><ul><li>Use search to find and follow target companies </li></ul></ul><ul><ul><li>Find and follow employees of targeted employers </li></ul></ul><ul><li>Share </li></ul><ul><ul><li>Your elevator or job pitch in your profile </li></ul></ul><ul><ul><li>Your Linkedin/Visual CV/website address in profile </li></ul></ul><ul><ul><li>Relevant information about your field/industry </li></ul></ul><ul><ul><li>Your Visual CV </li></ul></ul><ul><ul><li>Blog posts </li></ul></ul>
    45. 46. Alerts <ul><li>Set-up Google alerts ( ) </li></ul><ul><ul><li>Your Name </li></ul></ul><ul><ul><li>Target Companies </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><li>Subscribe via RSS or email </li></ul>
    46. 47. Profiles <ul><li>Profiles allow you to better control how you appear in Google Search results </li></ul><ul><ul><li>Appears at bottom of Google search page. </li></ul></ul><ul><ul><li>Up to four profiles for the same name will be shown. </li></ul></ul><ul><ul><li>Google account not required </li></ul></ul><ul><ul><li>Options include: picture, bio information, links to other sites, pictures, contact information (limited privacy controls provided) </li></ul></ul>
    47. 48. Using Social Media for a Job Search Some Keys to Success <ul><li>Get your “elevator pitch” down to 140 characters </li></ul><ul><li>GIVE & take – basic principle of networking </li></ul><ul><li>Fully complete your profiles! </li></ul><ul><li>Consistency counts </li></ul><ul><ul><li>With names, photos, profiles </li></ul></ul><ul><li>Don’t create it and then forget it </li></ul><ul><li>Ask yourself what kind of relevant content can you create and share. </li></ul><ul><li>Online social networking greatly compliments “real-life” networking and relationships but can never replace it. </li></ul>
    48. 49. <ul><ul><li> website: </li></ul></ul><ul><ul><li> email: [email_address] </li></ul></ul>Thank You