Build Your Brand: Make A Name For Yourself Through Effective Communication

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Learn the basics of personal brand building through this easy to follow presentation modified for the web. While this presentation was aimed at graduating college seniors, anyone looking to take control of their image, reputation, and success will find useful tips on building a strong brand that will resonate with their audience.

Presented by Nathan Young and Joe Barnes.

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  • WHAT BRANDING IS
  • Like it or not, you have a brand.It is your image. It is your reputation.Taking control of your brand is essential to succeeding in the professional world.EXAMPLE----WHAT IS ON LINKEDIN NOW? THAT’S YOUR CURRENT BRAND.TAKE CONTROL AND MANAGE YOUR BRAND.ASK: HOW MANY OF YOU THINK YOU HAVE A GOOD REPUTATION?ASK: HOW MANY OF YOU HAVE CHECKED TO SEE WHAT PEOPLE SAY ABOUT YOU?
  • TONIGHT…DEVELOPING A STRATEGY
  • WHY PERSONAL BRANDING IS IMPORTANT
  • WHY PERSONAL BRANDING IS IMPORTANT
  • WHY PERSONAL BRANDING IS IMPORTANT
  • WHY PERSONAL BRANDING IS IMPORTANT
  • This shift represents enormous opportunity to position you brand to take advantage of the changing business landscape.DIFFERENTIATE YOURSELFMUST BRAND
  • Gone from nice to brand to Must brand. DIFFERENTIATE YOURSELFMight be the difference between landing a job and winding up in the wastebin.
  • Gone from nice to brand to Must brand. DIFFERENTIATE YOURSELFMight be the difference between landing a job and winding up in the wastebin.
  • WHY PERSONAL BRANDING IS IMPORTANT
  • WHO ARE YOU?RATIONAL:WHAT ARE YOUR SKILLS?WHAT ARE YOUR UNIQUE SKILLS?EMOTIONAL VALUE…CAN YOU IMPRESS THEM IMMEDIATELY?WHAT DOES YOUR BODY LANGUAGE SAY?WHAT DOES YOUR PERSONALITY SAY?HOW WELL DO YOU CARRY YOURSELF?
  • WHAT IS YOUR BRAND?BE REAL! BE AUTHENTIC.DON’T FAKE IT TIL YOUR MAKE IT.WHY ARE YOU UNIQUE? WHY ARE YOU A BETTER CHOICE FOR THE BUSINESS THAN SOMEONE ELSE?CAN YOU DEMONSTRATE CONSISTENCY? WITH YOUR CAREER, EMOTIONS, ETC.
  • Define Your ValueRational Value – Expertise, Strength, functional value, and experienceEmotional value – Personality, fashion, hobbies, x-factorRATIONAL:WHAT ARE YOUR SKILLS?WHAT ARE YOUR UNIQUE SKILLS?EMOTIONAL VALUE…CAN YOU IMPRESS THEM IMMEDIATELY?WHAT DOES YOUR BODY LANGUAGE SAY?WHAT DOES YOUR PERSONALITY SAY?HOW WELL DO YOU CARRY YOURSELF?
  • Define Your ValueRational Value – Expertise, Strength, functional value, and experienceEmotional value – Personality, fashion, hobbies, x-factorRATIONAL:WHAT ARE YOUR SKILLS?WHAT ARE YOUR UNIQUE SKILLS?EMOTIONAL VALUE…CAN YOU IMPRESS THEM IMMEDIATELY?WHAT DOES YOUR BODY LANGUAGE SAY?WHAT DOES YOUR PERSONALITY SAY?HOW WELL DO YOU CARRY YOURSELF?
  • NOT JUST EMPLOYERS….WHICH EMPLOYERS…WHAT ARE THEIR SPECIFIC NEEDS?WHY DO THEY NEED YOU?WHAT MAKES YOU BEST SUITED TO ADDRESS THEIR NEEDS?
  • Every applicant for every job will present themselves a skilled professional in their field.HOW CAN YOU SHOW YOU THE “SOLUTION”WHAT VALUE DO YOU BRING TO THE ORGANIZATION THAT SOMEONE ELSE CAN’T?LOWER COSTS?GENERATING REVENUE?BUILDING EFFICIENCY?GREAT AT PRESENTATIONS AND THE BUSINESS IS ABOUT TO PITCH NEW BUSINESSWHAT ARE YOUR UNIQUE STRENGTHS?GALLUP STRENGTHSFINDER!
  • WON’T ALWAYS KNOW WHO YOU ARE AGAINST…JOE SF/ND STORY…Who are you up against?Ask around. Get information about what certifications, work experience, and personal projects successful people in your field hold, and set goals to get yourself upto par.If you know a large number of applicants will share a common trait use that information to differentiate yourself.WHAT SHOULD THE SUCCESSFUL APPLICANT HAVE?IF YOU KNOW MANY APPLICANTS WILL HAVE A COMMON TRAIT, USE THAT INFORMATION TO DIFFERENTIATE YOURSELF.NATHAN…IVY LEAGUE VS JESUIT EDUCATION.
  • MUST UNCOVER WHAT IS YOUR UNIQUE OFFERING…What makes you unique? What can only you provide?WHY ARE YOU UNIQUE?
  • MUST UNCOVER WHAT IS YOUR UNIQUE OFFERING…What makes you unique? What can only you provide?WHY ARE YOU UNIQUE?
  • MUST UNCOVER WHAT IS YOUR UNIQUE OFFERING…What makes you unique? What can only you provide?WHY ARE YOU UNIQUE?
  • FILL OUT THE FORM…DO ACTIVITY
  • PROVE IT…ABOUT THE “ACCOMPLISHMENTS”---NOT JUST RESPONSIBILITIES…MEASURABLE….ACCOMPLISHMENTS…VOLUNTEERPRO BONO….SCHOOL/PERSONAL FOR NON-TRADITIONAL EXAMPLES…
  • Work experience is the best way.While working a job, keep track of your major accomplishmentsRule of Thumb: If what you did created a measureable effect, that’s a major accomplishment.Businesses like to see clear examples of your contributions.No work experience no problem.Jobs require work experience to get. But you need a job to get that work experience. Vicious cycle.Volunteer. Volunteer orgs often give you opportunity to do things that you have little experience doing.Look to your school and personal activities for non-traditional examples.PROVE IT…ABOUT THE “ACCOMPLISHMENTS”---NOT JUST RESPONSIBILITIES…MEASURABLE….ACCOMPLISHMENTS…VOLUNTEERPRO BONO….SCHOOL/PERSONAL FOR NON-TRADITIONAL EXAMPLES…
  • 30-SECONDS…..I’m Nathan Young. I’m a creative strategist working in digital.Currently I contract for a large entertainment client, but I’d like to find a permanent position at an agency where I can learn and grow my skill set. I think that my project management skills and innovative approach to digital strategies would be a benefit to the right company.Recently, I brokered a streaming deal with JazzFest to launch my clients new content platform. The stream not only increased awareness of the brand, it added on thousands to our social media platforms and launched our mobile app to the top of iTunes download charts for the day.
  • Avoid Job Description, Be Results Oriented No one cares what you were responsible for, they care about what you did.EG Responsible for managing office inventory vs Established program to reduce paper waste resulting in a estimated cost savings of $10,000 per yearDetail results, but leave room for questions.Developed a return shipping program the lowered company costs by 20%Tell them the result, make them curious about how you achieved themCompanies bolded, titles secondaryTitles don’t describe what you did. You describe what you did.Sometimes the titles run contrary to the image you are trying to portray.RESULTS…ACCOMPLISHMENTS
  • LINKEDIN….VERY IMPORTANTGRADUATING IN MARKETING…TWITTER + EVERYTHING ELSE
  • You can have the most compelling personal branding, the fanciest website, the most active LinkedIn profile, and the FACE TO FACE…GO SEE SPEAKERS…MEET PEOPLE IN PERSON
  • Neither one replaces the other. You need to do both.Network but don’t social network: You have a good group of allies to call on, but miss out on opportunities for others to recognize connections quickly and easily online.Social network but don’t network: Maybe you have a big number of contacts
  • Neither one replaces the other. You need to do both.Network but don’t social network: You have a good group of allies to call on, but miss out on opportunities for others to recognize connections quickly and easily online.Social network but don’t network: Maybe you have a big number of contacts
  • USE SOCIAL MEDIA TO COMMUNICATE YOUR EXPERTISE…Sharing in all. Branding is about giving.
  • USE SOCIAL MEDIA TO COMMUNICATE YOUR EXPERTISE…
  • Build Your Brand: Make A Name For Yourself Through Effective Communication

    1. 1. Build Your Brand Make A Name For Yourself Through Effective Communication By Nathan Young & Joe Barnes
    2. 2. What is your Brand? REPUTATIONIMAGE
    3. 3. What is Brand Building? A strategic plan of action to shift your brand toward a specific goal. “ ”
    4. 4. Why Build Your Brand? There is a huge shift going on right now in the business world.
    5. 5. Why Build Your Brand? There is a huge shift going on right now in the business world.
    6. 6. Why Build Your Brand? There is a huge shift going on right now in the business world.
    7. 7. Why Build Your Brand? There is a huge shift going on right now in the business world.
    8. 8. Why Build Your Brand? Businesses are transforming and need help making the transformation. You can be that help. But…
    9. 9. There’s extreme competition for jobs.
    10. 10. And social media is exploding!
    11. 11. Why Build Your Brand? COULD BRAND MUST BRAND These two factors shift the importance of personal branding.
    12. 12. Positioning
    13. 13. Who are you? Two big questions: 1. How are you perceived? 2. How do you want to be perceived?
    14. 14. What is your brand? Authentic Distinctive Relative Consistent 01 02 03 04 • No smoke and mirrors. • Your brand is your strengths elevated and your weaknesses offset. • If it doesn’t feel true, it won’t ring true. • No copycat-ing. • Your brand is perceptually different from everyone else’s. • Be different or risk being ignored. • You are not an island. • Your brand will be compared to the brands of others. Does your brand sell you over everyone else? • Communicate not just why you are good, but why you are better than others. • Don’t flip-flop. • The more consistent your brand is over time, the stronger it becomes. • Growth is good. Shifts are good. Change is good. Inconsistency is bad. • Does your story read well?
    15. 15. Define Your Value Rational Value Emotional Value True Value
    16. 16. SWOT Analysis O T S W STRENGTHS: • What are you great at? WEAKNESSES: • Where do you need improvement? OPPORTUNITIES: • What are the things you’d like to be great at? THREATS: • What are the things going on in the world that threaten your relevance?
    17. 17. Identify Your Target Audience • Who Do You Want to Reach? • What Makes Your Target Come to You?
    18. 18. Value Proposition • Communicate your specific value to the specific organization. • Take stock of what you’ve been particularly effective at. Then take stock of what the company/client has been struggling with.
    19. 19. Identify Your Competitors • Who are you up against? • Ask around. Get information about what certifications, work experience, and personal projects successful people in your field hold, and set goals to get yourself upto par. • If you know a large number of applicants will share a common trait use that information to differentiate yourself.
    20. 20. We are all unique little snowflakes
    21. 21. But we exist in a blizzard of unique snow flakes
    22. 22. Differentiation is how you stand out in the storm
    23. 23. Positioning Statement • Target Audience (For…) • Problem Statement (Who need…) • Category (I am…) • Value Prop (Who Provides…) • Competitive Differentiation (Unlike [key competitors], I…)
    24. 24. Messaging
    25. 25. The Million Dollar Question How do you prove it?
    26. 26. The Million Dollar Question • Work experience is the best way. • While working a job, keep track of your major accomplishments • Rule of Thumb: If what you did created a measureable effect, that’s a major accomplishment. • No work experience? No problem. • Volunteer or do pro-bono. • Look to your school and personal activities for non-traditional examples.
    27. 27. Elevator Pitches • What I Do / What I Want To Do • Context • Evidence
    28. 28. Positioning lines If you were being introduced on a news program, how would you want to be introduced? Examples: • Creative Strategist • Leading Environmental Activist • Social Media Evangelist
    29. 29. Resume Language • Avoid Job Description, Be Results Oriented • EG Responsible for managing office inventory vs Established program to reduce paper waste resulting in a estimated cost savings of $10,000 per year • Detail results, but leave room for questions. • EG Developed a return shipping program the lowered company costs by 20% • Companies bolded, titles secondary
    30. 30. Channels
    31. 31. One Truth The Most Important Place to Brand is in the Real World
    32. 32. Networking vs Social Networking • Network but don’t social network • You have a good group of allies to call on, but miss out on opportunities for others to recognize connections quickly and easily online. • Social network but don’t network • Big number of LinkedIn contacts makes you look good, but if you never talk to them, why would they want to do you a favor when you need it?
    33. 33. On Business Cards • If you have a job, carry your business cards around • If you don’t have a job, make your own business card
    34. 34. Social Media The Big Three for Professionalism • Showcasing • Networking • Searching • Sharing • Broadcasting • Following • Trending • Sharing • Authoring • Centralizing • Optimizing • Sharing
    35. 35. Rules for Social Media • Be careful what you post. • Know and use privacy settings. • Only connect with people you know. • Clean up you personal accounts. • Keep your personal accounts personal.
    36. 36. LinkedIn In Depth • Use your brand! • Headline = Positioning Line • Description = Positioning statement • Join groups that fit your brand • Follow industry leaders and companies you are interested in. • Eliminate inconsistencies between LinkedIn and your resume • Highlight accomplishments • Make it easy to contact you
    37. 37. ABOUT THE PRESENTERS
    38. 38. Nathan Young Nathan Young is a creative strategist and writer living in Los Angeles, CA. A former IT professional, Nathan is a firm believer in the power of digital, but believes the most successful brands are not the ones who measure the most data, but the ones who tell the best stories. Nathan specializes in emerging media & consumer insight, and has consulted with many large companies including Microsoft, Expedia & AXS.com. Pitchily.com /nathanayoung @notnathan
    39. 39. Joe Barnes Joseph W. Barnes is a highly sought-after social/digital media strategist, conference/keynote speaker and trainer, and consults with teams and executives on major strategic communications, public relations and marketing initiatives. His clients have ranged from small businesses to Fortune 500 companies, non-profits and leading government agencies. He has provided consulting/training to over 80 organizations nationwide and is known for his marketing results and accomplishments. Digital3000.net /joebarnesseattle @joebarnes

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