1.
Session 2:
Tell Your Story
presented by Robin Frank

2.
Personal Branding
I help individuals in
many fields create
powerful personal
brands.
My personal branding
strategy is featured in
the recent book
“Digital Marketing”
written by Larry Weber
and endorsed by Reid
Hoffman (Chairman,
Founder/LinkedIn) and
John Donahoe
(CEO/eBay).
Reboot Camp
Innovative program to
help Moms confidently
re-enter the workforce
after a break.
Six inspiring and
pragmatic sessions
cover topics from
networking and
interview skills to social
media and personal
branding, plus two
hours of one-on-one
coaching.
Mom
Twin 8 Yr old boys
Live in Mill Valley
Social Media
I work with
companies large and
small to help them
build and tune-up
an engaging online
presence.
I’m known as a
dynamic speaker
and speak regularly
at national
conferences,
companies, and
events.
Yours Truly

3.
Reboot Camp Sessions
1. Set Your Strategy
2.Tell Your Story
3. Create Your Presence
4. Network Effectively
5. Interview Confidently
6. Succeed On the Job
TODAY

4.
Let’s Get Started!
• This presentation will be available to you online - which means you are free to listen
without taking notes
• We have 15 minutes for questions at the end
• You also have 2 hours of one-on-one to use however you like

5.
Let’s Dive In!

6.
“Instead of creating life, I’ve decided to just establish an
online persona.”

7.
7

8.
No Shortage of Guides on Personal Branding

9.
BUT…No One Connects the Dots
• Branding
• Psychology
• Social Media/LinkedIn
• Networking
• Online Marketing
• Content Strategy

10.
Developing Your Brand Will He
Developing your personal brand will help
• Your interviewing
• Your online presence
• Networking
• Finding partnerships
• Building relationships

11.
Transparency is Sexy
• Your brand is your character in action
▫ Not a slogan/ad campaign, but a
living thing
▫ Driving force - what you stand for,
what sets you apart
• Tell people clearly and memorably what
you do
▫ So they can spread the word
• Get clear on your attributes
▫ Not contriving an image you think
will be accepted
▫ Which are vital to your success? What
do you offer the world?
▫ You will always be too much of
something for someone

12.
The High Cost of Being Forgotten
• The best opportunities come when a friend refers you to
another friend: Word Of Mouth
• How do you make it easy for people to remember you?
• How do you not blend in?

13.
Yup - You Are Being Googled
YOU

14.
What Makes a Personal Brand Compelling?
WHO YOU ARE
Short mantra – what you want the listener to remember most about you
WHAT
Tag line – how you add value + your unique benefits, how what you do is
different
WHY
Passion - why you do what you do
GOAL
What you want – customized for different audiences so the listener knows what
you are asking

15.
Who: The Art of Pitchcraft
• Whether you are trying to raise capital, promote your
company, or promote yourself – an Elevator Pitch is essential

16.
What: A Great Pitch Includes a
Powerful Brand Mantra
• Quick, punchy,
memorable statement
▫ Communicate your
message clearly to
someone who doesn’t
know you
• Practice & Planning
▫ Deliver it on the spot
under pressure
• One minute to say it
all

17.
What
• How do you add value?
• What are your distinctive benefits?
• How is what you do different from what others like you do – brand value
proposition
• “I help people imagine and create their brand online quickly and
efficiently.”

18.
Why: Get at the Passion Behind What You
Do
•Psychology - People don’t buy what you do; they buy WHY you do it
▫The WHY talks to an area of the brain that controls behavior and decision-making
▫Your enthusiasm shines through - people biologically more apt to agree with you
•Example: Apple (Simon Sinek)
 We make great computers –they are beautifully designed, perform well and are easy to use,
want to buy one?
 Everything we do, we believe in challenging the status quo, thinking differently. The way we do
this is by making products that are beautifully designed, simple to use, and user-friendly, and
they happen to be great computers -want to buy one?

19.
The WHY is Powerful
• What grabs people’s attention and
makes us memorable is not what
we do, but why we do it
• Why you do what you do - this
reflects your passion
• Most people skip their why – they
see it as less significant
• This is where our personal values,
our vision, and our enthusiasm
comes through

20.
Goals
• What do you want?
• What are you trying to accomplish?
• This determines how and where to focus your
personal branding efforts including what type of a
digital presence makes sense

21.
The Royal We
• WHO: I am a navigator – I help people find their way
• WHAT: I help people imagine and create their brand online quickly and
efficiently
• WHY: I love helping small businesses and entrepreneurs create a compelling
persona that conveys their passion and expertise – getting them where they
want to go personally and professionally
• GOAL: I’m looking for 1-2 more clients. Do you know anyone who who would
benefit from working with me to get to the next step in their career or
business?

22.
Your Presence is How People Form
Their Impressions of You
• Your brand should be
consistent both online
and offline, manifesting
itself in how you answer
your phone, introduce
yourself, what you
retweet, and even the
community organizations
with which you engage
• It’s all about packaging -
it must be authentic and
it should ring true to who
you are and how you live

23.
Master Your Universe
• Own YOU.com
▫ Make it professional
▫ Wordpress/Divi
• Google Alerts
▫ Know what is being said
about you
• Google Search
▫ Aim to control the first full
page of Google search
results (pictures too)
• Engage in social networks
▫ Smartly, strategically

24.
Choose Your Platform

25.
Social Media Tips

26.
Own Your Gap Time with Strength

27.
Rewire Your Brain
•Be professional and proud - you
weren’t “just” raising kids or
“just” volunteering
•Brush up on interviewing and
resume skills - increase confidence
•Find things you have done in your
gap time that add to your skills
•Rewrite negative self talk (3
replacement statements)
•“If you change the way you look
at things, the things you look at
change.” - Wayne Dyer
•Focus on positive experiences -
Hardwiring Happiness

28.
Talking About the Gap
• It is OK to have a gap
• What matters is how you explain it
in your resume, cover letter and
interview
• Talk about your time off - what did
you oversee or coordinate - make
it useful in some way
• “I have been a stay at home mom
for the past X years. During that
time, I have been volunteering at
a local food bank where I’ve
overseen and coordinated several
food drives
• It was during that time I realized
my passion for….
• I’ve been taking courses in …….”
• Be concise - don’t give too much
detail

29.
Your Personal Brand is a Big Deal
• Create a memorable and compelling personal brand, and keep it
consistent across your emails, resume, phone calls, social
profiles, networking and interviews
• Manage your personal brand throughout your career

30.
Resources
• Simon Sinek TED Talk: How Great Leaders Inspire Action
• http://www.ted.com/talks/simon_sinek_how_great_leaders_ins
pire_action?language=en
• The Complete A to Z Guide to Personal Branding
• http://www.lifehack.org/articles/work/the-complete-guide-
personal-branding.html?mid=20141013&ref=mail&uid=5023
• The Former CEO of Ogilvy & Mather on Personal Branding
• https://hbr.org/2014/07/the-former-ceo-of-ogilvy-mather-on-
personal-branding/

31.
Homework!
• Create your brand statement
• What do you do? Who do you serve? How do you do it? Why do you
do it?
• Tell stories, say things you wouldn’t ordinarily say, find out where
you flow and feel inspired
• See if you can create one Zinger line
• Edit and refine
• Test it on your friends and family

32.
Thank You!
robeenf@gmail.com
linkedin.com/in/robinfrank
robeenf.com
GoRebootCamp.com
slideshare.net/robeen
pinterest.com/robeen