D R . C U R T I S R . R O G E R S , C O M M U N I C A T I O N SD I R E C T O RBRANDING FOR THEFUTURE
DISCUSSION POINTS• Introduction to the personal brand• How is this important for job seekers• Branding for small business• Branding for non-profits• Resources
PERSONAL BRAND DEFINED• Personal branding is the process whereby peopleand their careers are marked as brands. Whileprevious self-help management techniques wereabout self-improvement, the personal brandingconcept suggests instead that success comes fromself-packaging. The process is further defined as thecreation of an asset that pertains to a particularperson or individual; this includes but is not limited tothe body, clothing, physical appearance and areasof knowledge, leading to a uniquelydistinguishable, and ideally memorable, impression.
PERSONAL BRANDGive yourself an edge to attract theattention of recruiters and hiring managers.1. HeadshotsPeople want to connect a face with aname. We have come to expect a photoalongside a blog post, Facebook profileand online article. Ensure those who areresearching you get to connect a face witha name and credentials.
CROWDSOURCING FORPROFESSIONALS• What do others say about you?• You’re only as good as the collectiveopinions of those who know you.• Virtually every new social network orapp includes the opportunity torequest and display reviews. LinkedIncalls themrecommendations, BranchOut andBeKnown call them endorsements.Honestly.com calls them reviews.• If you are looking for a job, whatothers say about you will be criticalto getting hired.
PROFESSIONAL, DIY VIDEO• Are you using video to stand out?• Video is a differentiator. It helps you stand out in ajob search. It allows you to deliver a completecommunication. Produce a video bio. First, writeyour branded bio (combining yourcredentials, experience and successes with yourpersonality and passions). Then, create a script.Practice, don’t rehearse.• Share your video on YouTube or LinkedIn• $29.99/month for 6 videos
KNOW WHAT YOU’RE SELLING!• You are selling your ability to do aspecific job within an existingorganizational culture.• Find the right balance. SELL howYOU would help accomplish thegoals of the employer.
STEPS TO SUCCESSFUL SMALL BUSINESS& NON-PROFIT BRANDING1. Be unique2. Grow your community3. Build great products/services4. Make your name/logo stand out5. Find your voice6. Be consistent7. Keep your promises8. Stand for something9. Empower your customers10.Deliver value