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Personal Branding for Public Health Professionals

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deBeaumont.org
@deBeaumontFoundation
@deBeaumontFndtn
deBeaumontFoundation
PERSONAL BRANDING:
ADVANCING YOUR CAREER, YOUR ...

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deBeaumont.org
PREVIEW
• What is a brand?
• Why create a personal brand?
• Shaping your brand
• Communications opportuniti...

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WHAT IS A BRAND?

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Personal Branding for Public Health Professionals

  1. 1. deBeaumont.org @deBeaumontFoundation @deBeaumontFndtn deBeaumontFoundation PERSONAL BRANDING: ADVANCING YOUR CAREER, YOUR ORGANIZATION, AND PUBLIC HEALTH Mark Miller, Vice President of Communications, de Beaumont Foundation
  2. 2. deBeaumont.org PREVIEW • What is a brand? • Why create a personal brand? • Shaping your brand • Communications opportunities • Taking the next step @mmiller20910 @deBeaumontFndtn
  3. 3. WHAT IS A BRAND?
  4. 4. deBeaumont.org WHAT IS A BRAND? A corporation’s brand is not a logo, a tagline, or a series of ads. It’s a collection of perceptions in the mind of its audiences.
  5. 5. deBeaumont.org WHAT IS A BRAND?
  6. 6. WHY?
  7. 7. deBeaumont.org WHY PERSONAL BRANDS MATTER Strong personal brands add value to organizational brands: • Increase visibility • Build organizational credibility • Increase engagement • Expand influence • Create a human connection to the organization • Make the work relatable and real
  8. 8. deBeaumont.org PUBLIC HEALTH NEEDS YOU! As a leader with vision, passion, and a track record of success, you help personify the public health. You can inspire people in the field, be a role model, and help shape the future. Public health needs more… • Storytelling • Creativity and innovation • Tangible results • Personality and humor
  9. 9. deBeaumont.org YOU ALREADY HAVE A BRAND Another reason to care about your brand? Because you already have one.
  10. 10. WHAT VALUE DO YOU ADD?
  11. 11. deBeaumont.org THE OLD WAY • What we do: “We make desirable cars with great gas mileage.” • How we do it: “We make our cars with the finest materials on the finest equipment in the world.” • Why we do it: “We want to earn your business. Would you like to buy a car?”
  12. 12. deBeaumont.org A NEW WAY • Why we do what we do: “We believe there is always a better way, and we always aim to find it. We believe in thinking differently.” • How we do it: “Because we think differently, we marry cutting-edge technology with human intuition and beautiful design to create products that look and function like no other.” • What we do: “We sell computers. Would you like to own one?”
  13. 13. deBeaumont.org To strengthen and transform public health in the United States by improving the effectiveness and capacity of local and state health departments. To advance policy, build partnerships, and strengthen public health to create communities where people can achieve their best possible health. THE DE BEAUMONT BRAND May 2019 rebranding
  14. 14. deBeaumont.org CORE BELIEFS • Healthy communities have systems and policies to allow everyone to achieve their best possible health. • Healthy communities need a strong public health system. • Health is more than healthcare. • Improving communities starts with policy. • Local approaches and practical solutions are key to achieving lasting change. Ask yourself: What are your core beliefs and values?
  15. 15. deBeaumont.org PERSONALITY WORDS Practical Innovative Entrepreneurial Strategic Creative Results-driven Ambitious and realistic Smart Experienced Focused Driven Passionate Effective Efficient Leaders Partners Hands-on Collaborative Influential Respected Forward-looking Ask yourself: What are your personality words? They can describe you now or can be aspirational.
  16. 16. deBeaumont.org THE DE BEAUMONT BRAND Our personality words informed our design: intentionally clean, simple, and bold.
  17. 17. SHAPING YOUR BRAND
  18. 18. deBeaumont.org LESSONS FROM SHAQ
  19. 19. deBeaumont.org LESSONS FROM SHAQ • Be authentic. • Make real connections. • Have a plan. • Be consistent. Shaq’s diet program came with a rule: If you cheat, you have to tweet.
  20. 20. deBeaumont.org LESSONS FROM THE ROCK Audiences: • Kids and families • Females • Charity-minded • Action fans • Wrestling fans • Sports and fitness
  21. 21. deBeaumont.org WHO ARE YOUR AUDIENCES? • Coworkers • Professional colleagues • Friends • Family members • Social media connections • Potential employers • Community members • etc. Ask yourself: Who are my audiences? Who do I most care about reaching? What value can I offer them?
  22. 22. TAKING THE NEXT STEP
  23. 23. deBeaumont.org The 5 WHATs TAKING THE NEXT STEP • What are your goals? • What do you value? • What are you passionate about? • What motivates you? • What makes you remarkable?
  24. 24. deBeaumont.org The 5 WHATs OPPORTUNITIES • Speaking • Writing • Social media • Blogs (don’t have one? Write for deBeaumont.org!) • Podcasts • Media • Professional organizations • Awards • Volunteering – a chance to hone new skills and take leadership roles
  25. 25. deBeaumont.org The 5 STEPS YOUR ONLINE REPUTATION • Take inventory – do a Google search for yourself and set up notifications. • Craft your identity (and elevator speech). • Make a plan and choose appropriate channels. • Monitor results and refine your plan. google.com/alerts
  26. 26. deBeaumont.org The 5 WHATs SOCIAL MEDIA How do you balance your personal/professional life? How do you make time?
  27. 27. deBeaumont.org The 5 WHATs SOCIAL MEDIA Getting started on Twitter: • Create an account. • Follow your organization, your partners, @deBeaumontFndtn, and some others. Do searches to find topics and people you care about. • Monitor tweets. • Set up notifications for when you’re mentioned.
  28. 28. deBeaumont.org The 5 WHATs SOCIAL MEDIA Taking the next step: • Like, comment, and forward tweets (with or without commentary). • Find and create your own content. • Follow lists, participate in Tweet chats, tag others, use hashtags, etc.
  29. 29. deBeaumont.org IN CONCLUSION… 1. Recognize that you have a brand and that what you do (and don’t do) will shape it. 2. Make a plan with practical steps to shape your brand. Think about the role of social media and other communications. 3. Let us know how we can help.
  30. 30. deBeaumont.org KEEP IN TOUCH! miller@debeaumont.org @mmiller20910 www.debeaumont.org @deBeaumontFndtn

Editor's Notes

  • Refresher – not necessarily telling you things you don’t know, but something to reflect on as you go back to your daily lives.

    How personal branding supports your organization and the public health field as a whole.

    Corporate brands, celebrity brands, your brand.
  • We’re going to talk about how your personal brand can help you advance your career, support your organization, and benefit the public health field.

    Some people have a negative reaction to the concept of “branding.” What this session is really about is aligning your personal and professional values.
  • I’m not a public health person, but I bring a perspective from my work in journalism, advocacy, and fundraising. I have worked in the federal government.

    First temporary tattoo for a federal agency.
  • I don’t want to oversimplify this, but just want to make the point that a brand can have positive or negative connotations. And the same brand may inspire joy in some people and anger in others.
  • People also have brands. Give me a few words that describe Bono. Richard Branson. Oprah Winfrey.

    Would everyone agree? What they have in common is authenticity, consistency. It used to be easier for celebrities to create artificial personas, but with 24-hour news coverage and social media, it’s a lot harder to fake it. A PR agency can’t replace the need for you to be true to your values and priorities.

    These examples also show how your impossible to separate your professional and personal “brand.”
  • Your stories, your bios, your photos are helping us put a face on public health.
  • Not to put pressure on you, but PUBLIC HEALTH NEEDS YOU.

    This is where the idea for 40 Under 40 came from. We talk about how no one understands what public health. And people don’t know what public health people do – they work behind the scenes and sometimes take pride in this. But this session was Brian’s idea – you have a platform to tell your story, express your opinion, and represent the field.
  • In case you don’t know it, you have a brand. You have audiences.

    Your brand is shaped by what you do every day.
  • I want to give you a look at the rebranding that we did over the past year and a half.

    From what do we do to why do we do it.
  • Think about the value you add. Thinking about your resume, what story does it tell? What is your passion, what gets you up in the morning?
  • Started with a detailed audit - what do we say about ourselves, but more important, what do others say about us and our programs? Media, digital, interviews, etc.

    Defined vision. Why do we do what we do?
  • Where did that come from?

    Internally and with our board members, we brainstormed a list of words to describe our “personality” as an organization. In some cases, the words reflected the current reality, and some others were more aspirational.

    This is a good place to start when you think about shaping your brand. TAKE A MINUTE TO WRITE DOWN THREE TO FIVE WORDS THAT DESCRIBE YOUR PERSONALITY AND YOUR PROFESSIONAL IDENTITY.

    TALK IN GROUPS OF TWO OR THREE AND SHARE YOUR WORDS. DO THEY REFLECT WHO YOU ARE AT WORK AND IN YOUR PERSONAL LIFE?

  • Those words also informed the design, which is intentionally clean, simple, and bold.

    We dropped the word “foundation” because we’re more than a grant-maker.
  • I’m going to use some Twitter examples, but I’m not just talking about digital communications.
  • Amy Jo Martin. 2008, director of digital media and research for the Phoenix Suns – first-ever position in the NBA. She convinced them to create the position – but there was a caveat. She could not help players with their personal brands or give them Twitter advice. But of course players came to her, and one who was most interested was Shaquille O’Neill, and she helped him build an audience of 100,000.

    On a plane heading to a game in Los Angeles and got a text from Shaquille O’Neal, who was sitting about 10 rows ahead of her. He wanted help setting up his Twitter account. Tried to ignore it, but he waved at her and she walked past her boss and helped him recover his password, and Shaq started telling everyone that she was the queen of Twitter and was going to take his brand to the next level. He even tweeted to his 100,000 followers what a genius she was. The next day, her boss called her a renegade and reminded her of their agreement. A few weeks later, she quit and formed her own digital company.

    Shaq was her first client, and she also worked with The Rock, Zappos, Major League Baseball,

    Zappo policy – “be real, and use your best judgment.”
  • Authenticity - Amy Jo wanted people to see the real Shaq. He tweeted everything. You can’t outsource your branding.
    Connection - He wanted a deeper engagement with his fans. ”Random acts of Shaqness” – scavenger hunts, invite followers to lunch, call them on the phone.
    Strategy – Intentional about what his goals were – sports, business, charity, entertainment
    Consistency – You don’t have to brag about yourself or tweet every day, but set aside some time to listen, monitor, and reply.



  • Nearly 14 million followers. Audience analysis – not all of them matter. Prioritize who you care about. Value balance – education, entertainment, inspiration, exclusivity, information, reciprocation

    Your message goes to everyone, so keep them in mind.

    WHO ARE YOUR AUDIENCES? Think about online AND offline “audiences,” Give me some examples.
  • TAKE A FEW MINUTES TO THINK ABOUT THESE QUESTIONS – OR A FEW OF THEM – AND SHARE IT WITH THE PEOPLE AROUND YOU.
  • We’ve been talking a lot about social media, but there are many ways to promote your work and your organization.

    ANYONE COULD APPLY FOR 40 UNDER 40 – SELF-NOMINATIONS AND NOMINATIONS. HOW MANY OF YOU APPLIED ON YOUR OWN? THAT’S PERSONAL BRANDING.

    This doesn’t have to be a second job. If you speak, you’ve got something to share. Turn it into a blog? Share your slides on LinkedIn? Turn a slide into an Instagram post?
  • www.google.com/alerts

    Elevator speech – How do you answer, “What do you do?” How is it different for a public health person vs. someone else?
  • Ask about use of social media – what are obstacles? How have people overcome them? At the least, can an employee have a Twitter account to follow other accounts, professional chats, etc.?
    LinkedIn: An open forum to post your own articles about your work.

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