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Professional vs. Personal Branding

How do you build your personal brand without sacrificing your professional brand?

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Professional vs. Personal Branding

  1. 1. PERSONAL BRANDING AJ Thomas Employee Engagement & Communications Nimble Storage HR
  2. 2. TAKEAWAYS  How do you build a lasting relationship with your cross-functional teams?  How do you stay well networked? How do you know how your messages are being perceived?  Know your audience well enough to tailor your communications and output of work without diluting their purpose.  Learn the principles of minimalist communications and how to use them to represent your personal and professional brand to your organization.  Without compromising who you are, you can easily build lasting cross-functional relationships, and be better networked and more productive. YOUR SENTENCE
  3. 3. WHO’S SPEAKING?  NOT a dude or a 6’4 line backer  Nearly 30+ years of experience - living  Various roles, HR Operations, Support, Career Development, Recruitment, Staffing,  Spent last 2 years as a New Product Introduction Manager at optical telecom company  Currently Head of Employee Engagement and Communications at Nimble Storage  Former Spartan, Recovering Cardinal  Passion for inner-city youth (infuseprogram.org)  Engagement architect with entrepreneurial tendencies
  4. 4. WHAT ARE WE TALKING ABOUT? What is branding? Branding yourself Why branding today? Getting started: 7 steps for building a brand The importance of branding
  5. 5. WHAT DO THESE THINGS HAVE IN COMMON?
  6. 6. SURVEY SAYS 66 % 85 % 75 %OF CONSUMERS SAID THEY CONDUCTED ONLINE RESEARCH ON A BRAND AND THEIR PRODUCT OF CONSUMERS CHOSE A KNOWN BRAND OVER AN UNKNOWN BRAND WHEN MAKING AN INITIAL PURCHASE OF CONSUMERS CITE BRAND AWARENESS AS A MAJOR INFLUENCER WHEN MAKING A BUYING DECISION
  7. 7.  When you see these brands somewhere, you associate them with a set of expectations or perceptions  Nike = tough athletes at the height of their performance.  The Golden Arches = fast service and good food  Apple logo = cutting-edge technology.  You associate these concepts, thoughts, and images with the particular companies because of the brand each company has established. NOSTALGIC ASSOCIATION
  8. 8. WHAT DO I MEAN BY BRANDING?  Branding is…  An image created in someone’s mind  It’s both tangible and intangible characteristics of a product or service that make it unique  Products that are branded are often chosen over similar products because they somehow have a perceived value of being ‘better’
  9. 9.  Quick Test Why do you perceive one as better than the other than the other? Branding
  10. 10.  Branding is not just for products anymore…  Use branding concepts for yourself.  In this program you will learn how to establish a professional brand for yourself AND how to communicate it effectively. @ItsAJThomas
  11. 11.  Think about the way the following people have branded themselves:  Michael Jordan “ He never gave up…”  Steve Jobs “Made a dent in the universe…”  Abe Lincoln “Freed the slaves…”  Sheryl Sandberg “Lean in…”  Bill Clinton “I did not have sexual relations…” THE SENTENCE
  12. 12. WHY BRANDING IS IMPORTANT Trust is essential in the corporate world (and everywhere)  People want to do business with and hire or promote people they know and feel good about There has been change in what a traditional career path looks like  People today change careers an average of 8 times during their lives  Branding can be consistent throughout the changes (ex. Hard work and creativity can flow through to different occupations)
  13. 13. Branding makes you memorable If you can get people (your colleagues, friends, family, etc.) to associate positive traits with your brand, chances are higher of making an impact.
  14. 14. GETTING STARTED: 7 STEPS TO BUILDING YOUR PROFESSIONAL BRAND 1. Self-reflection 2. Continuous learning 3. Prepare marketing strategy 4. Build relationships 5. Prepare marketing pieces 6. Develop your pitch 7. Follow up
  15. 15. STEP 1: SELF-REFLECTION  Before you start, you need to know what you’re beginning with.  Self-reflection will help you identify the tools you have and the areas you need to improve. What keeps you up at night? What wakes you up in the morning? What values do you believe in?
  16. 16. WHAT IS YOUR SENTENCE? WHAT WHERE TO START
  17. 17. STEP 2: CONTINUOUS LEARNING MENTORS, COACHES, ADVOCATES
  18. 18. STEP 3: PREPARE MARKETING STRATEGY  Have a VISION that has VALUE  By creating a vision statement for yourself, you will have direction for where you want your brand to go.
  19. 19.  Be visible to enhance your profile  Volunteer, be involved  Talk about your mission and your edge /talents / etc.  Everything you do and choose not to do, can communicate the value of your brand  E-mails you send  How you conduct yourself in meetings  Words you say  How you dress  Conversations you have OLD SAYING: “You are what you eat.” NEW SAYING: “You are what you retweet”
  20. 20. STEP 4: BUILD RELATIONSHIPS  Network /ˈnetˌwərk/ n.: a group of people who exchange information, contacts, and experience for professional or social purposes.  Networking tips:  Word of mouth is powerful; what are people saying about you?  Keep in good contact with your network  Always make sure your network knows of any recent successes
  21. 21. Networking  Don’t forget about potential networking circles: friends, clients, programs you are a part of, family, organizations  Search out new professional associations or online communities to add to your network  Find opportunities to weave your personal mission/vision statements into conversation with your network
  22. 22. STEP 5: PREPARE MARKETING PIECES  Your promotional pieces should include:  YOU – your sentence and vision statements  Personal References  Website/Social Sites  Consider how you will incorporate your mission/vision into your promotional pieces  Consider how you will distribute these pieces  During a 1:1 Meeting with your manager  Distribute to family and friends  Directly apply to an organization  In conversation
  23. 23. STEP 6: DEVELOP YOUR PITCH  Any conversation is your opportunity to pitch your brand:  Tips:  Practice makes perfect (take advantage of conversations with family, friends, colleagues, get feedback)  Dress appropriately and professionally  Prepare (have a few stories on hand that help illustrate your purpose)  Don’t be too modest (you’re selling your product and you don’t want to sell yourself short)  Consider how you will incorporate your personal mission/vision statements into the conversation
  24. 24. STEP 7: FOLLOW UP Good follow-up communication will assist in creating a positive association with your brand  Return calls immediately (establishes trust)  Respond to all requests – realistically (shows responsibility)  Thank People (associates courtesy with your work)  Write acceptance/decline letter upon accepting a job  Keep in touch with your network  Give back to your network  Live your sentence
  25. 25. LETS REVIEW: 7 STEPS TO BUILDING YOUR PROFESSIONAL BRAND 1. Self-reflection 2. Continuous learning 3. Prepare marketing strategy 4. Build relationships 5. Prepare marketing pieces 6. Develop your pitch 7. Follow up
  26. 26. MY SENTENCE

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