Expert Yourself: Developing Your Expert Brand

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How to brand yourself as an expert.

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Expert Yourself: Developing Your Expert Brand

  1. 1. expert yourself! developing your expert brand Jessica Faye Carter Girl Geek Dinner - New York City August 20, 2009
  2. 2. agenda • expert information • self-assessment opportunities • the two Rs • conversation partners • publish • elements of the expert brand Copyright © 2009 Jessica Faye Carter.
  3. 3. expert information • An expert is “a person who has a comprehensive and authoritative knowledge of or skill in a particular area” (New Oxford American Dictionary) • Characteristics of experts: ‣ substantive knowledge ‣ well-read/up-to-date on industry knowledge ‣ interact with other experts ‣ produce publications Copyright © 2009 Jessica Faye Carter.
  4. 4. self-assessment ops • are you an expert? • expert status undergirded by ‣ education ‣ knowledge ‣ work experience ‣ life experience ‣ third-party recognition Copyright © 2009 Jessica Faye Carter.
  5. 5. the two Rs • reading ‣ books ‣ periodicals (esp. industry publications and columns) ‣ research ‣ digital content (blogs, social networks) • researching ‣ interviews ‣ speeches/remarks Copyright © 2009 Jessica Faye Carter.
  6. 6. conversation partners • how to identify ‣ circle of colleagues, acquaintances ‣ conferences, industry events • what to discuss ‣ industry trends, emerging ideas • meet periodically • discretion is key ‣ be careful of name-dropping; you can’t be aware of all relationships Copyright © 2009 Jessica Faye Carter.
  7. 7. publish • write (or hire a writer/writing company) ‣ books ‣ white papers • speak ‣ conferences, corporate events, industry functions ‣ present views in the media • build a wiki/resource repository • benefit: demonstrates value and increases publicity Copyright © 2009 Jessica Faye Carter.
  8. 8. expert talk • How do you talk about yourself? ‣ self-deprecatingly vs. confidently • How do you describe what you do? ‣ “I am a real estate agent”; OR “I help people find their dream homes” • how do you communicate your expertise? ☻☻☻☻☻☻☻☻☻☻ ‣ feeling/emotional/relationship appeal, technical/quantitative appeal, or both • are you tailoring your communication style to your audience? Copyright © 2009 Jessica Faye Carter.
  9. 9. elements of the expert brand • A-B-C-D model • think: packaging ‣ Appearance ‣ Behavior • think: value ‣ Competencies ‣ Differentiation Copyright © 2009 Jessica Faye Carter.
  10. 10. thank you. http://jessicafayecarter.com @jescarter

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