Building a Blockbuster Personal Brand

Building a Blockbuster
Personal Brand
cc: BRICK 101 - https://www.flickr.com/photos/27917559@N05
Presented by Jacquie Chakirelis
Senior Strategic Partner Advance Ohio
#StartUpScaleUp @JumpstartInc
@CLE_Mom @Advance_Ohio

#StartUpScaleUp
@CLE_Mom @Advance_Ohio @JumpstartInc

A brief (thankfully) introduction…..
As an award winning content producer and
digital marketing strategist, Jacquie’s
background includes content and marketing
positions for some of the top media
organizations in the country.
Currently Jacquie serves as the brand
evangelist for Advance Ohio, operator of
cleveland.com, which has the largest online
audience of any news and information
website in the state of Ohio.
Jacquie Chakirelis
Senior Strategic Partner for Advance Ohio
Jchakirelis@advance-ohio.com
@CLE_Mom

Data + Industry
Proven Solutions =
Measurable Results
Advance Ohio uses data to implement
industry-proven solutions to drive
measurable results for our customers.
We couple this approach with cutting-
edge marketing solutions, uniquely
crafted for every client to ensure the
right message reaches the right
audience at the right time and place
#StartUpScaleUp @JumpstartInc @CLE_Mom @Advance_Ohio

WHAT'S IN IT FOR YOU?
1. What is personal branding and why it's
important
2. How to leverage your personal brand
to create new career and business
opportunities
3. Gain clarity about passions, values
and career goals
4. Assess and strategically build your
online presence
cc: kennymatic - https://www.flickr.com/photos/99472898@N00

WHY DO YOU NEED A PERSONAL BRAND?

LEADERSHIP REQUIREMENT
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QUALITY OVER QUANITY
cc: MrClean1982 - https://www.flickr.com/photos/23084352@N00

FIRST IMPRESSIONS
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WHY SHOULD YOU CARE?
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NON-LINEAR CAREER PATH
cc: Ben Husmann - https://www.flickr.com/photos/89347716@N00

ARE YOU GOOGLE-ABLE?
cc: mjmonty - https://www.flickr.com/photos/36295747@N00

80% of people research others online
before meeting them for the first time.
It jumps to 95% when talking about
employers researching candidates.
cc: Junnn - https://www.flickr.com/photos/79295762@N00

WHAT CAN YOU DO?
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• How do you want to be
remembered?
• What do you want people to say
when you're not in the room?
• Who do you want to work with?
cc: Foxspain Fotografía - https://www.flickr.com/photos/33533488@N05

WHAT ARE YOU PASSIONATE ABOUT?

BRAND VOICE
• What you say and how you
say it
• Get clear on your dream
• Be clear on your audience
cc: Beverly & Pack - https://www.flickr.com/photos/10101046@N06

 Buddy Up with one or two people next to you
 Complete the Personal Brand Blueprint handout
 Three Quick Working Sessions
1. Persona
2. Promise
3. Create Your Personal Pitch
 Connecting Your Brand with Media and Influencers

PERSONA
WHO ARE YOU?
cc: fred baby - https://www.flickr.com/photos/37222122@N02

Branding is based in authenticity.
It’s not spin. It’s not packaging. It’s not about
creating a false image for the outside world.
You need to know yourself to
build your brand. That means you
must get clear on your goals, values, passions,
mission, strengths, differentiation and
attributes.

PROMISE
WHAT IS YOUR UNIQUE VALUE?
cc: Luz Adriana Villa A. - https://www.flickr.com/photos/11599314@N00

What is your unique promise of value?
• This is the promise you make to your target market that
your (personal) brand will fulfill.
• It clarifies and communicates what makes you special.
• You must be able to live up to this promise

YOUR STORY
PUTTING ALL THE PARTS TOGETHER
cc: Attila con la cámara - https://www.flickr.com/photos/77967821@N00

What is a personal brand story?
A personal brand story is a short
pitch that communicates your value
(what you are the best at), your
audience (who you serve), and your
promise (how you perform your
value uniquely).

Example personal
brand story
Jennifer is the CEO of a manufacturer and distributor company.
AUDIENCE PERSONA PROMISE
New Clients Sense of humor Skilled at conflict resolution
Hard worker Ability to Unify Teams
Positive Identifying Problems
Energetic Managing Conflict
Collaborative
Diplomatic
PERSONAL BRAND STORY:
A focused and determined business leader, I offer the entrepreneurial wisdom to drive bottom
line growth and lucrative business (AUDIENCE), inspire employees to peak performance, and
cultivate profitable business relationships built on respect, loyalty, and trust (PERSONA). My
easygoing sense of humor has been a defining management strategy to bring out the best in
everyone, instill pride, and mobilize them to make their company the best in the industry
(PROMISE)."

Inspire people to transform “stuck” career
management plans to vibrant opportunity creating
strategies. – Career Coach
I use my quirky nature, confidence and passion for
fun to motivate creative teams in ad agencies
and marketing departments to work together
more effectively to drive greater value for their
organizations. – Coach / Trainer

Copywriter increasing sales (benefit) for
eCommerce businesses (audience) by
linking words to profitable action
(differentiator)
Web developer helping tech businesses
(audience) deliver ‘wow’ user experience
(benefit) through consumer psychology
(differentiator)
Gym trainer helping busy executives
(audience) achieve the body they dream of
(benefit) through propetitary training
programs (differentiator)

What is a personal brand story?
A personal brand story is a short pitch
that communicates your value (what
you are the best at), your audience
(who you serve), and your promise
(how you perform your value uniquely).

Link your strongest attribute
(Persona) and the results it
created for someone
(Promise) into a story.
Tell your story to one of your
Brand Advocates (Promotion).

The Press Tour
Personal Brand Advocacy
cc: Canadian Starhawk - https://www.flickr.com/photos/44972782@N00

Got Content?
cc: Laurence Vagner - https://www.flickr.com/photos/86078191@N00

• They can quote or
mention you in a blog
post / article.
• They can interview you
for a podcast or video/
story.
• They can share
information about you
in their social media
accounts.
• They can ask you, or
permit you, to guest
post on their site.
Rise of Influencer Marketing

#Social Butterfly
The Social Butterfly has extensive networks –
they are normally the ones with a great number
of followers on social media. Due to their large
network, it is very effective to engage them as
influencers when you want to spread awareness
about your campaign – which could involve social
functions or parties.

#Early Adopter
The Early Adopter would be the first ones trying
out new things available. They are best suited for
brands that are launching a new product or
technology. Let them in on the new idea and they
will be the people most excited about trying it out
and sharing it with the world. Early Adopters will
be able to create hype and conversations about
any new product or introduction.

#Thought Leaders
People look to thought leaders to help them
understand about new developments in their
specific industries, as their deep understanding of
their fields translate into authority and credibility
valued by customers. Thought Leaders would
make the best ambassador of a brand, and are
easily spotted as they are the key people who can
create many conversations about a particular
topic.

#Celebrity
Celebrity influencers are the height of influence – the go-to
when you need your product or campaign to become
popular. They are very popular with a large following due to
their fan bases. They are admired by the masses and can be
very influential without even trying. Although they can get
pretty expensive to engage, massive publicity is guaranteed.
It is helpful to keep local celebrities in mind, too., they do
have the advantage of being more relatable to local
audiences.
It is also a bonus if they have authority in a niche area.
Celebrities are also well-covered in the media, which could
have a larger ripple effect of influence.

#Expert
The expert may not have the popularity of celebrities,
but he or she represents a specialist with credentials
in a particular field, topic or industry – and therefore
his or her opinions are second to none. Thus as an
influencer, he can help you to achieve expert
validation for the value proposition your brand wants
to communicate. If you want to convince people that
your product is necessary, you would want the expert
to agree with you.

#Everyday User
The Everyday User is your regular customer, or
the citizen influencers that have amassed a
significant online following. Although they may
not have outreach strength comparable to the
other influencer types, their network remains
equally important to have.

#Sharer
The Sharer has fresh news, and amplifies it
to other bloggers or journalists. They are an
essential source of information in their
industry where their audience can be
diverse and values their content.

The Media Pitch
National
Local
Online
cc: stevegarfield - https://www.flickr.com/photos/48600103384@N01

If you start local…
cc: stevegarfield - https://www.flickr.com/photos/48600103384@N01
• Gives you credibility
• Gives you a “resume”
• Gives you practice

Email Pitch
• Have interesting/unique angle
• Subject line is most important
(Think Buzzfeed headlines)
• Be specific - include relevant
stats, facts & examples
• Short & Sweet
•cc: Joe Shlabotnik - https://www.flickr.com/photos/40646519@N00

SAMPLE EMAIL PITCH
#StartUpScaleUp @JumpstartInc @amandasubler
Subject: What if small businesses & entrepreneurs are launching their business wrong?
Hi Harry-
I have a story idea that I believe would interest your small business readers.
The majority of small businesses and entrepreneurs fail. What if that was because they are launching
and growing their business all wrong? What if there was a less risky way?
Joe Pulizzi- an entrepreneur himself- has created a new 6 step Content Inc. business model that's
worked for him- and countless other multi-million dollar entrepreneurs he interviewed for his newest
book. The premise: First spend the time creating great, useful content, build an audience around that
content, then you can pretty much sell them whatever you want.
If you're interested in learning more or would like a review copy of the book, I'd be happy to send!
Thanks for the consideration-
Amanda Subler

SAMPLE EMAIL PITCH

When to Pitch?
• Newsjacking- jumping on already
hot topic in the news (but be
sensitive)
• If you have something of interest
going on (event, product launch
• Weird holidays
cc: Scarygami - https://www.flickr.com/photos/9294749@N03

Pitch Pointers
• Journalists get hundreds of pitches
week-understand their deadlines etc.,
be available if they do call back
• Sign up for Help a Reporter Out
(HARO) and Google Alerts
• Use Twitter for time sensitive
opportunities
cc: Daniel Kulinski - https://www.flickr.com/photos/7729940@N06

ONLINE VS OFFLINE
cc: Electronic_Frontier_Foundation - https://www.flickr.com/photos/59202267@N08

SOCIAL MEDIA
• Make connections, market yourself,
create new opportunities
• Create content on topics you're
interested in
• Talk with people, don't just broadcast
at them
• Be yourself, but also realize it is being
recorded
cc: Jason A. Howie - https://www.flickr.com/photos/40493340@N00

TO BE CONTINUED...
NEVER STOP EVOLVING
cc: JD Hancock - https://www.flickr.com/photos/83346641@N00

Questions?
Jacquie Chakirelis
Senior Strategic Partner
Connect:
@CLE_Mom
jchakirelis@advance-ohio.com
Amanda Subler
Public Relations Manager
Connect:
@AmandaSubler
amanda@contentinstitute.com

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