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How Do You Create Personal and Professional Brand


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This presentation walks through the steps of creating a personal professional brand and the digital tools to use to build that brand.

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How Do You Create Personal and Professional Brand

  1. 1. Personal/Professional Branding 2
  2. 2. What is a personal professional brand? How can it help your career and the industry? What’s my brand? Which digital communication tools can help me build my brand? What are we doing today? 3
  3. 3.
  4. 4. 5 JUST YOU
  5. 5. 6 You’re a brand too.
  6. 6. 7 A brand is a person’s perceptions of their experiences with a product or service. Your personal brand should represent the value you are able to consistently deliver to those whom you are serving. - Glenn Llopis
  8. 8. PIE Chart 9 Performance = Your day- to-day work and results Image = What other people think of you and your work Exposure = Who knows who you are and what you do - Harvey Coleman “Empowering Yourself, The Organizational Game Revealed” Then Now
  9. 9. 10 PERFORMANCE: Can you say that you know what you are doing and you can answer questions about it?
  10. 10. 11 IMAGE: Do you feel like others trust you with what you say you do?
  11. 11. 12 EXPOSURE: Do others come to you instinctively when they need something related to your field?
  12. 12. 13 EXPOSURE: More importantly, do you feel that management knows what you do, is excited about what you do and would come to you if they needed help?
  15. 15. What are you known for? What do you want people to think when they think of you? Write a brand statement for yourself. 16 Image & Performance
  16. 16. To (target audience), (your name) is the (blank) provider/service of (blank) delivered through (blank). To the dairy industry, Don Schindler is a thought leader for creative integrated marketing and communications solutions delivered by digital communications and educational training. 140 characters: @donschindler is a creative marketing professional who teaches you how to use social media and digital communication tools. 17 Brand Statement
  17. 17. I can give your communication staff the skills to tell a story to your audience that will get them to act the way you want. Even if you think all your staff knows how to do is send out a press release. Guarantee to work. If not, you'll get your money back. Did I mention that my training is free? 18 Brand Position
  18. 18. With every interaction (whether a question or conversation), I promise to give you the best possible return for your time taken with me. In other words, I want your TRUST. You can trust me to be honest, to have your best interest in mind, to give you a reason, to focus on you and what you are trying to accomplish, etc… 19 Trust
  19. 19. 20 How long does it take to earn trust? Trust is earned by consistent performance. This doesn’t mean it’s only 10% of your time. It’s 100% of your time and it can easily be lost or broken.
  21. 21. 22 HOW TO TELL YOUR STORY: - Just be you - Just talk to people like friends - Just use your experiences - Just practice
  22. 22. 23 Exposure = Sharing
  23. 23. With digital communications tools you can shape your professional brand to make it look the way you want it to. It can be a huge asset.
  24. 24. 25 Blog or Website Business Cards Attending Events Join Peer Groups Social Media Sites Corporate Blog Email Signature Email Database/CRM Capture all contacts to start relationships. Exposure
  25. 25. BLOGGING
  26. 26. • My home on the web • Can be done for free • Search engines love blogs • Easy to do and gives you personality • Comments/Feedback • Inbound links • No one can change the rules on your death star Blog Power 27
  27. 27. 28 SOCIAL MEDIA
  28. 28. • It’s the easiest to maintain • More connections gives you a bigger network • Your online resume and portfolio • Public recommendations • Groups to help networking • Connected to Twitter and Facebook with a third party application LinkedIn Power 30
  29. 29. 31
  30. 30. 32 • Connections are everything – connect with everyone you meet in business. • Correct people’s profiles and summaries for advanced search. • Groups can be strong but difficult to maintain. • Tag others in updates to get their attention. • Understand there is more reading/stalking then interaction. • Use LinkedIn Pulse and share relevant content to your networks. LinkedIn Tips
  31. 31. 33
  32. 32. • 1.25 billion people • Professional and personal life blend the most • Share, Comment, Like, Friend • Positive messages are shared more • The use of lists is a must to control the algorithm • Your digital diary Facebook 34 Facebook Power
  33. 33. 35 • Try and use graphics or videos with links to drive back to website. • Funny stuff drives a lot of engagement along with questions. • Worry more about engagement and not numbers (straight from Facebook). • Pay for play on Facebook. • Use employee advocates to engage in company posts. Facebook Tips
  34. 34. 36
  35. 35. • Fastest way to meet people you don’t know • News and rumors travel fast • Lots of noise and marketing garbage • Use lists to control • Follow advocates and monitor detractors • Able to track conversations and trends Facebook 37 Twitter Power
  36. 36. RT = Retweet MT = Modified Tweet – if you altered the tweet, shortened, etc. it’s common courtesy to use MT TY, THX or TKS = Thank you DM = Direct Message use d @username You use this to talk directly to someone similar to email. ONLY the receiver will see this @agnesk = only @agnesk will see this tweet OR people who follow both you and the tweet sender .@agnesk = everyone who follows you sees this tweet Hey @agnesk = everyone who follows you sees this tweet #FF = Follow Friday Facebook 38 Twitter Language
  37. 37. 39 • Use common hashtags (creating your own is hard) • Use tools like ManageFlitter, Tweepi, or TweetAdder to add people • Use favorites to get people to follow • Do NOT auto-reply • Tweets with links in the middle • Use third party apps to control like Hootsuite, Tweetdeck, Tweetcaster. • Use search to answer questions Twitter Tips
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  39. 39. • Visual search (much better than traditional) • Recipes, clothes, decorations, crafts, infographics, and more… • Heavy use by women • 70 million users and growing • Can drive extreme traffic to websites • Still a new network Pinterest 41
  40. 40. • Instagram • YouTube • Snapchat • Yelp • Flickr • Vine • Jelly Other Networks 42
  41. 41. 43
  42. 42. 44 Secrets of Personal Branding Success Online Help others first. Highlight them, encourage them and in return they will be there for you.
  43. 43. 45 Secrets of Personal Branding Success Online Don’t rant or be a Debbie Downer. Negative posts garner initial attention but it fades quickly.
  44. 44. 46 Secrets of Personal Branding Success Online Don’t try and do all networks at once. Pick one and dig deeper.
  45. 45. 47 Secrets of Personal Branding Success Online Schedule some time for it. 20 minutes a day if you can.
  46. 46. 48 MEASURE: Ask people who they think you are – adjust as necessary. Google yourself – what does it say you are?
  47. 47. 49 CONNECT: @donschindler
  48. 48. What is a personal professional brand? How can it help your career and the industry? What’s my brand? Which digital communication tools can help me build my brand? Did you learn something? 50
  49. 49. 51 Just Google Me. Want to connect?