Personal Branding Central Exchange 4 1 09


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Personal Branding Presentation to Central Exchange on April 1, 2009

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Personal Branding Central Exchange 4 1 09

  1. 1. The Brand “You” Set yourself apart with Personal Branding Central Exchange Alicia Falcone April 1, 2009 BrandWORKS
  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. A brand logo is part of the brand identity system Logos are important eye candy of the brand, but by themselves are not the brand
  5. 5. Brands are what people say about you when you’re not in the room Personal Brand Company Brand Brand Identity Locate things Brand Attribute(s) Charismatic, Great Orator Brand Promise Fast, accurate, search results Change A Brand is also a promise to an audience
  6. 6. Brand Commodity $.99 $2.60 Differentiated brands can charge a premium
  7. 7. Personal BRAND A perception or emotion, maintained by somebody other than you describing the total experience of having a relationship with you.
  8. 8. Promise + Experience = Relationship Brands are relationships!
  9. 9. 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.
  10. 10. Carl Oprah Obama Madonna Brad Funk Jack
  11. 11. Media made these personal brands household names Media is no longer just for the rich and famous
  12. 12. What a Personal Brand is NOT! 1. What you say about yourself 2. An extension of your employer’s brand 3. Your presence in social media 4. Anything you can ask for 5. A perk 6. Something you’re entitled to 7. A gift someone can give you 8. About power 9. Permanent or Guaranteed Source; Scott Ginsburg:
  13. 13. Personal Branding isn’t a new way to describe Reputation Management Personal Reputation Brand Management A Personal Brand Reputation Management •Is purposefully developed • a monitoring system •creates emotion •reactive •carries a promise •Is authentic •Is proactive •provides value
  14. 14. You ARE being “Googled” so why not manage Brand “You”? Benefits to Personal Branding: • Creates differentiation • Improves confidence in your unique abiliites •Increases your visibility •Helps you achieve your goals and objectives • Allows you to pick and choose jobs and assignments
  15. 15. The Keys to Successful Personal Branding: Be Authentic, Be Consistent and Be Seen! Clarity Consistency Constancy A Successful Your Unique “Walk Your Constant Brand Promise of Talk” visibility to “YOU” Value your target audience
  16. 16. Four Step Branding Process Step 1 Discover Your Brand Step 2 Develop Your Brand Step 3 Communicate Your Brand Maintain Your Brand Step 4
  17. 17. Four Step Branding Process Discover Your Brand Promise Step 1 Insights about YOU •Vision and Purpose •Values • Drivers •Interests • Skills, Talents, Expertise • Goals Insights from others • 360
  18. 18. Four Step Branding Process Step 2 Develop Your Brand • Identify your target audience • Write a “day in the life” for a member of your target audience “You are the only • Understand your “unique value proposition” person on earth who can •Answer why are you the “go-to-person” for use your own ability” your field/area of expertise? M. Kathleen Casey • Choose three personal brand attributes • Align with your goals • Are authentic for you • Relevant to your audience • Finish with a Personal Brand Promise of Value • One sentence to describe your unique offer
  19. 19. Four Step Branding Process Step 2 Develop Your Brand A Brand Promise describes: •what value you offer •whom it is intended for • your differentiation A Good Brand Promise is: • short • easily memorized • simple and easily understood A Good Brand Promise: • provides focus for decision making • helps you prioritize work and activities •is a communication tool
  20. 20. Four Step Branding Process Step 3 Communicate Your Brand Create a Communications Plan • Select a combination of vehicles to reach your Brand Communications Wheel target audience and that play to your strengths Public Bio & • Choose key messages that support your brand Speaking Resume attributes and unique value proposition Social Media Volunteer •Develop a timeline to implement that supports constancy in your communications Articles Networking •Remember Clarity, Consistency, Constancy • Be clear on your messages for your audience • Be consistent in your message across vehicles • Be constant in your communications
  21. 21. Four Step Branding Process Maintain Your Brand Step 4 • “Google” yourself regularly • Be consistent ; “walk your talk” “When you’re finished • Assess your brand at regular changing, you’re finished” Ben Franklin intervals •Establish metrics for measurement • Gather feedback • Evolve to stay relevant • The best brands are flexible
  22. 22. Next Steps • Consider taking a 360 • • Complete today’s exercises • Read more about the Personal Branding: • Jerry Wilson, Chief Marketing Officer at Coke: • Dan Schwabel’s blog: • Scott Ginsburg: • Workshops available • BrandWORKS Personal Brand Workshop • Social Media Boot Camp
  23. 23. Thank You! Connect with Alicia Falcone – Email: – Wireless: 816-210-8284 – Linkedin: – Twitter: AliciaFalcone