Brand Essentials for Women Entrepreneurs: Power Up Your Personal Brand & Put Your Genius to Work

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Brand Essentials for Women Entrepreneurs: Power Up Your Personal Brand & Put Your Genius to Work is about the essentials of branding, in particular personal branding, to give you the basics as well as a better understanding of how branding can help you excel in your business.

Throughout this presentation, I reference some differences between the way that women and men think and conduct business. The intention is not to say that ALL women or ALL men only have this trait or style or that, but my intention is to provide information of what make most women unique in their approach to business, so that they maximize their success using ALL of what makes them exceptional and distinct.

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Brand Essentials for Women Entrepreneurs: Power Up Your Personal Brand & Put Your Genius to Work

  1. 1. Branding Essentials for Women Entrepreneurs Power Up Your Personal Brand & Put Your Genius to Work
  2. 2. Introduction <ul><li>Topics: </li></ul><ul><ul><li>Branding/Personal Branding </li></ul></ul><ul><ul><li>Process of Personal Branding </li></ul></ul><ul><ul><li>Benefits, Examples to help you </li></ul></ul><ul><ul><li>Strategies/Exercises </li></ul></ul><ul><ul><li>What you will need/Where to begin </li></ul></ul>Lisa Hromada Personal Branding Strategist & Graphic Designer
  3. 3. What is Branding? <ul><li>Can you clearly describe with certainty what your brand stands for? </li></ul>“ a unique promise of value of a product or service” “ a collection of authentic and distinct promises that create emotional connections with a specific audience”
  4. 4. What is Personal Branding? <ul><li>Your unique promise of value as a professional </li></ul><ul><li>What people can expect from you </li></ul><ul><li>What sets you apart from others </li></ul>YOU!
  5. 5. Process of Personal Branding <ul><ul><li>Understand what makes you unique </li></ul></ul><ul><ul><li>Know your audience </li></ul></ul><ul><ul><li>Find tools/resources to communicate with ideal audience </li></ul></ul><ul><ul><li>Express your brand in everything you do </li></ul></ul><ul><ul><li>Tools to communicate unified message </li></ul></ul>1 2 3
  6. 6. Sample Process <ul><li>Foundation </li></ul><ul><li>Distinct </li></ul><ul><li>Goals </li></ul><ul><li>How known </li></ul><ul><li>Audience </li></ul><ul><li>Communicate </li></ul><ul><li>Marketing </li></ul><ul><li>Communications </li></ul><ul><li>Online Identity </li></ul><ul><li>In-person events </li></ul><ul><li>Maintain </li></ul><ul><li>Ensure that everything around send that same on-brand message </li></ul><ul><li>Graphic Design </li></ul><ul><li>Environment </li></ul>
  7. 7. Why do I need a Personal Brand? <ul><li>Before people will buy from or do business with you, they want to who you are, how you can help them, what makes you different </li></ul><ul><li>Must clearly communicate what makes you unique and why they should want to work with or purchase from you </li></ul><ul><li>Build credibility and thought-leadership and inspire people to take action </li></ul>
  8. 8. 3 “c”s of Branding <ul><li>Clarity – be clear about what you stand for and who your audience is </li></ul><ul><li>Consistency – send same on-brand messages </li></ul><ul><li>Constancy – keep in front of your audience </li></ul>C C C
  9. 9. <ul><li>Internal Assessment </li></ul><ul><li>External Assessment </li></ul><ul><li>Personal Brand Influence Statement </li></ul><ul><li>Plan how you’ll communicate: Marketing and Communications Plan – Online Identity </li></ul><ul><li>Visual Expression & plan to ensure all communications are on-brand </li></ul>Your Brand ‘Tool Box’
  10. 10. What Makes Up Your Brand YOU Experience Unique Attributes/Characteristics Reputation – How others ‘know’ you Strengths – as a personal brand and a female brand Passions
  11. 11. Female Brand Wired to communicate Form deep friendships and interpersonal relationships Big thinkers/planners - desire to make a difference in the world Ability to read people and see emotions Highly intuitive Gender Strengths
  12. 12. Leadership Styles People-oriented Female Traits Male Traits Things/Task-oriented Collaborative/Inclusive Leadership Style Assertive & Directive Leadership Persuasive, Competitive Empathetic, Intuitive, Relationship-building
  13. 13. Measuring Success <ul><li>Increased Confidence </li></ul><ul><li>Greater Focus </li></ul><ul><li>Personal Fulfillment </li></ul><ul><li>Connection with purpose </li></ul>INTERNAL EXTERNAL RESULTS <ul><li>Graphic Expression </li></ul><ul><li>Online Identity </li></ul><ul><li>Increased Clientele & Professional Network </li></ul><ul><li>Higher Google Ranking </li></ul>
  14. 14. Biz You <ul><li>Corporate Branding often includes: </li></ul><ul><ul><li>SWOT/competitor analysis </li></ul></ul><ul><ul><li>Core values, mission, vision </li></ul></ul><ul><ul><li>Brand positioning statement </li></ul></ul><ul><ul><li>Target audience research </li></ul></ul><ul><ul><li>GOALS and a plan to achieve them </li></ul></ul>
  15. 15. Where to Begin? Goals short, medium, and long-term Vision Purpose Values Passions Building a Strong Brand Foundation BRAND HOME Ideal Audience Positioning/SWOT Internal & External Assessments
  16. 16. SWOT Strengths Weaknesses Opportunities Threats Helpful to achieving your goals Can include your natural gifts, experience, unique character, products and services. Detrimental to achieving your goals Can include lack of the newest tech., knowledge, the right resources, or not knowing where to begin Events, people, resources and any external conditions that help you to achieve your goals Fears, doubts, external conditions and circumstances (controllable and uncontrollable) that may hinder your business’s performance and growth Competitor launches before you
  17. 17. P.B.I.S. Personal Brand Influence Statement Characteristics Who you are What you do For whom Why How
  18. 18. Understand Your Clients <ul><li>Challenge </li></ul>Are your messages reaching the right audience? So many audiences = so many messages
  19. 19. Create a Plan <ul><li>Marketing & Communication Plans </li></ul><ul><ul><li>What are your goals? What are you selling? What percentage of your business will go to each product or service? </li></ul></ul><ul><ul><li>What content themes will you use to develop your thought-leadership and entice people to use your services? </li></ul></ul><ul><ul><li>Description of the product or service, including special features </li></ul></ul><ul><ul><li>How you will communicate it? Online/In person? </li></ul></ul><ul><ul><li>What resources will you use given your time and budget </li></ul></ul><ul><ul><li>Ensure there is a need and then price ‘right’ </li></ul></ul>
  20. 20. Your Visual Brand ABCDEFG abcdefghijklm 123456789 Imagery Color Palette Typography Graphics Logo Online/Print Expression
  21. 21. Recap <ul><li>Personal Brand – Your unique promise of value as a professional </li></ul><ul><ul><li>What makes you distinct </li></ul></ul><ul><ul><li>Who is your audience </li></ul></ul><ul><ul><li>Define your goals </li></ul></ul><ul><ul><li>Create a marketing/communications plan </li></ul></ul><ul><ul><li>Ensure that everything sends that same on-brand message – clear, consistent, constant </li></ul></ul>
  22. 22. Get Organized <ul><li>Start with vision, then short-term goals with actionable steps </li></ul><ul><li>Get out the calendar and plan out the weeks, days, hours </li></ul><ul><li>90-day plan – ie. First 90 days: unearth your personal brand and tell your brand story </li></ul>
  23. 23. Conclusion <ul><li>http://www.lisahromada.com </li></ul><ul><li>Blog: www.lhcreativeidstudio.blogspot.com/ </li></ul><ul><li>Twitter: @lisahromada </li></ul><ul><li>Facebook Fan: Unearth Your Brand Excellence </li></ul><ul><li>Free Gift: E-book for Women Entrepreneurs </li></ul>&quot;15 Practical & Purposeful Ways to Create Your Ideal Space, Clearly Communicate Your Brand Message, & Attract More of What You Want Personally & Professionally&quot;

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