Online Personal Branding


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Online Personal Branding

  1. 1. CRAIG B. TOEDTMAN Online Personal Branding November 13, 2009
  2. 2. Introduction <ul><li>Purpose </li></ul><ul><ul><ul><li>Define online personal branding services </li></ul></ul></ul><ul><ul><ul><li>Discuss how to delver to clients (end users) </li></ul></ul></ul>November 13, 2009
  3. 3. Personal Branding - The Beginning <ul><li>Coined in 1997 by Tom Peters in a Fast Company article titled “The Brand Called You” </li></ul><ul><li>Peters wrote, “ Regardless of age, position, or the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies. Our most important job is to be head marketer for the brand called You.” </li></ul>November 13, 2009
  4. 4. The Goal of Personal Branding <ul><li>Achieving personal and professional goals by differentiating yourself and articulating your unique value through a consistent message. </li></ul><ul><li> Authored by Allison Tibbs,, 7/7/09 </li></ul>November 13, 2009
  5. 5. The Goal of Options Resource Careers: <ul><li>We want our clients to be found by employers! </li></ul>November 13, 2009
  6. 6. Help our Clients Stand Out in A Crowd <ul><ul><li>“ We all have </li></ul></ul><ul><ul><li>brands worthy of remark.” </li></ul></ul><ul><ul><li>- Tom Peters </li></ul></ul>November 13, 2009
  7. 7. OptionsRC Personal Branding Process <ul><li>Defining </li></ul><ul><ul><li>Defining personal branding </li></ul></ul><ul><ul><li>Helping the client define her/his personal brand </li></ul></ul><ul><ul><li>Establishing a personal branding “benchmark” </li></ul></ul><ul><li>Guiding </li></ul><ul><ul><li>Assisting the through the process </li></ul></ul><ul><ul><li>Providing professional advice with formation of marketing plan and website </li></ul></ul><ul><li>Implementing </li></ul><ul><ul><li>Monitoring progress and providing assistance </li></ul></ul><ul><ul><li>Ensuring that documentation is assembled and uploaded </li></ul></ul>November 13, 2009
  8. 8. Defining Your Personal Brand – Let’s talk about “you” <ul><li>Your personal brand is what others think of you : </li></ul><ul><ul><li>strengths </li></ul></ul><ul><ul><li>skills </li></ul></ul><ul><ul><li>personal traits </li></ul></ul><ul><ul><li>passions </li></ul></ul><ul><ul><li>how you add value </li></ul></ul>November 13, 2009
  9. 9. Benefits of Defining Your Personal Brand <ul><li>Enhances self-awareness </li></ul><ul><li>Clarifies goals </li></ul><ul><li>Creates visibility and presence </li></ul><ul><li>Differentiates you </li></ul><ul><li>Puts you in control </li></ul><ul><li>Creates wealth </li></ul><ul><li>Increases staying power </li></ul><ul><li>Once approved by client, site will go live </li></ul>November 13, 2009
  10. 10. Step 1 – Being Real A Branding Experiment <ul><li>Ask client to poll a group of 50 people including co-workers, associates, clients, friends, etc. </li></ul><ul><li>Have these people write down 3 words that quickly come to mind that they feel best describe the client </li></ul><ul><li>Have the client do the same </li></ul><ul><li>Client should match their internal brand to the external brand they have projected </li></ul><ul><li>Do others perceive your client’s brand as they do? </li></ul><ul><li>Help client turn perceptions into strengths </li></ul>November 13, 2009
  11. 11. Step 2 – Google Quotient (GQ) Calculating Your Online Profile <ul><li>Go to </li></ul><ul><ul><li>Client should type their own name in the search box in quotes and hit Google search </li></ul></ul><ul><ul><li>Client will need results from the first 3 pages noting total from page 1 upper right corner </li></ul></ul><ul><li>Go to </li></ul><ul><ul><li>Enter client name and e-mail address </li></ul></ul><ul><ul><li>Complete the questionnaire based on above results, to calculate a Google Quotient (GQ) </li></ul></ul><ul><ul><li>Answering research questions is optional </li></ul></ul>November 13, 2009
  12. 12. Step 3 – The Digital Scale <ul><li>Interpreting GQ Results </li></ul><ul><ul><li>Distinct, Dabbling, Dissed, Disastrous </li></ul></ul><ul><li>Stress that there is always room for improvement </li></ul><ul><ul><li>Client can manage their online results </li></ul></ul>November 13, 2009
  13. 13. Step 4 – Creating a Personal Website <ul><li>Brand central – the personal website </li></ul><ul><ul><li>Domain – </li></ul></ul><ul><ul><li>Professional and individually controlled by owner </li></ul></ul><ul><ul><li>Five (5) pages </li></ul></ul><ul><ul><li>Social network links - LinkedIn, Twitter, Facebook </li></ul></ul><ul><ul><li>Blog (included as standard, but client’s option) </li></ul></ul><ul><ul><li>Content: executive summary, branding statement, resume, contact info, referrals, value proposition, papers, articles, etc. (client’s choice) </li></ul></ul><ul><ul><li>See for example </li></ul></ul>November 13, 2009
  14. 14. Step 4 – Creating a Personal Website (Cont’d) <ul><ul><li>Selecting from eight (8) designs </li></ul></ul><ul><ul><li>Defining five (5) pages, such as: </li></ul></ul><ul><ul><ul><li>Home Page </li></ul></ul></ul><ul><ul><ul><li>“ About me” page </li></ul></ul></ul><ul><ul><ul><li>Resume </li></ul></ul></ul><ul><ul><ul><li>Blog </li></ul></ul></ul><ul><ul><ul><li>Contact page </li></ul></ul></ul><ul><ul><li>Opting in/out of blog option </li></ul></ul><ul><ul><li>Option in/out of social network links </li></ul></ul><ul><ul><li>Selecting website address ($15 annual registration + $12.00/mo hosting fee) </li></ul></ul>November 13, 2009
  15. 15. Step 4 – Creating a Personal Website (Cont’d) <ul><li>Collect all information for personal website from client in unique folder </li></ul><ul><li>Upload folder through JobMetrx web portal </li></ul><ul><li>JobMetrx Web Designer will incorporate data with website and create a beta version for review and test by client </li></ul>November 13, 2009
  16. 16. It’s That Simple! November 13, 2009
  17. 17. Step 5 <ul><li>Repeat Steps 2 & 3 </li></ul><ul><li>Take action to continuously improve results </li></ul>November 13, 2009
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