Always wondered how to grow your Personal Brand? Follow these practical tips to get the brand called You out there, use social media, public speaking and the media to your advantage

1. THE BRAND
CALLED
Presented by Colin Anstie
CEO of Raging Digital
YOU
2017

2. 2

3. 3

5. What is Personal Branding?
5
Definition
"Your brand is a perception or emotion,
maintained by somebody other than you,
that describes the total experience of having
a relationship with you.“

6. Grow Your Personal Brand
6
Your Audience
Amplify Your Brand Online
Expand Your Brand Offline
Your Brand2
3 4
1
3
4

7. 7
Exercise 1 – Who is your Audience?
7
1.Who is your perfect audience?
2.Describe 100 of them
3.What are they interested in?

8. 8
Exercise 2 - Establish Your Brand
8
1.What are you amazing at?
2.What do you want to be seen as an expert
in?
3.How do you want to be perceived?

10. Amplify Your Brand Online
10

11. 11

12. What does your photo say about you?
12

13. What not to do
13

14. 14
Update your Contact Details

15. Write an Open Letter to your Target Audience
15

16. Identify your Target Audience - CEO
16

17. Identify your Target Audience – Sydney + Finance
17

18. Identify your Target Audience - Bank
18

19. How do I connect with them?
“
Hi Doug,
Hope you’re well.
I came across your profile and noticed you’re
the CEO at Commonwealth Bank Group
Super. I also noticed we are mutually
connected to Peter Holding and Robert Weller.
I'm a specialist in Digital Marketing. I’d like to
connect on LinkedIn.
Regards,
Colin
“
Hi [FIRST NAME],
Hope you’re well.
I came across your profile and noticed your [[JOB
FUNCTION] [LEADERSHIP]] role at [COMPANY].
I also noticed we are mutually connected to
[CONNECTED NAME] [and [CONNECTED
NAME]].
I'm a specialist in [YOUR VALUE
PROPOSITIONS]. I’d like to connect on LinkedIn.
Regards,
[YOUR FIRST NAME]
19

20. 20
https://www.linkedin.com/pulse/leadership-isnt-being-greatits-enabling-others-great-david-mcqueen

21. 21

22. 22

23. Content Planning Inspiration
What are the most frequently asked
questions your customers ask?
What is the story behind your new
product or service?
What is a statistic about your customer
base?
What is the biggest misconception
people make about your company?
What is a hard truth your customers
need to hear?
What is your opinion about where your
industry is headed?
What are the biggest myths in your
industry?
Who are the people that work with your
company and how did they come to be
with you?
Write about legislation changes that
might impact your industry
What do your customers need to know
to make good purchasing decisions?
What are the first 3 things someone
needs to become an expert in your field?
What is a lesson you learned in the last
year?
What is the story behind the founding of
your company?
What is a customer success story that
you can share?
Write an open letter to....
How did your company get its name? What is a day in the life of your company
like?
Provide a checklist relevant to
something your customers might do.
What is a complete how to that will guide
customers through an important lesson?
Who is an industry leader that you could
profile/interview?
What would you add to someone else's
article? What did they miss?
23

24. More Content Planning Inspiration
What is the best suggestion you've had
from a customer?
What was the biggest challenge your
company had in the last year?
Project forward - where will your industry
be in 5 years? Make a prediction?
What is a quote that applies to your
business/industry?
What 10 customers, peers, staff could
you ask a single question of and create
a wrap up article on?
Sum up the year that was.
What is the most innovative use you've
seen for one of your products?
What two products could you compare
and contrast?
Review a book your customers should
read
Who is a customer you could
profile/interview?
What is a hot discussion/debate that
happened in your company recently that
you could recap or involve your readers
in?
Review a tool, product or service
relevant to your customers
Write up a talk or presentation you gave What is the history of your industry -
from inception to today.
Record a conversation your team is
having (podcast or video)
What is your biggest passion?
Create an award for your industry What are the biggest secrets about your
industry?
What is your biggest passion?
What mistakes have you made and what
did you learn?
Provide a wrap up of must read/follow
blogs and/or social media accounts in
your industry
Review a tool, product or service
relevant to your customers
24

25. Content Marketing
25
THIRD PARTY CONTENT
Sydney Morning Herald
The Age
Financial Review
ABC
ASX
The Australian
Forbes
BRW
Sky News
Smart Company
CIO
IT Wire
INDUSTRY FOCUSED
Efic
AusTrade
ABC
Export Awards
Business Spectator
VisaLink

26. Content Marketing / Google alerts
Content filter
26
Location
Filter
Tools
• google.com.au/alerts
• piktochart.com
• canva.com

27. Content Marketing / Best practice content
The content must build demand for the
Social Sellers products or services. It
must provide expertise, insight, or add
value to the industry/category that the
Social Seller works within.
Do not use articles written by a
competitor, or articles that support or
promote competitors. Mentions of other
brands are fine, but they need to
position the Corporate Brand of that
Social Seller within the brands
mentioned.
27
DEMAND
Ensure there is 1 or more insights
within the content. Ask yourself what
value, opinion, perspective,
interpretation or angle can you bring to
the piece? How can you prove you are
an expert to your prospects? How can
you prove you are a thought-leader?
INSIGHT
COMPETITORS
Articles should be fact-led, humble, not
salesy, promotional, arrogant,
domineering or offensive. All articles
need to be ‘Disney-like’ in their impact
on customers, they need to leave a
smile on the face of the customer.
TONE

28. Content Marketing /
How to write a status update
28
• Always start with the Product you’re trying to
sell
• Always think of your Prospect’s needs first
• Always give an Insight to them
• Never expect anything in return (Mother
Teresa)
• Ask your colleagues: “How do I come across in
this?”

29. Call to Action
“
Hi Doug,
Hope you're well. We've been connected on LinkedIn for some time now, so I thought I'd get in touch.
By the way, I read your interview in the March BRW Magazine– loved your quote on your company’s
reasons for success.
Not sure if you're aware, but I work for Raging Digital and we are specialists in Digital Training, Digital
Strategy and Public Speaking. Our clients include Microsoft, IBM and Sanyo.
I’m aware that you are the CEO at Commonwealth Bank Group Super, so I was wondering whether
you'd be interested in meeting over a coffee on Tuesday or Wednesday morning?
It would be great to hear more about your plans for the rest of the year with your Sales and Marketing
approach.
Look forward to your thoughts.
Best wishes,
Colin
0429 864 884
29

30. Where is your Target Audience?
30
Top Tools
Followerwonk: https://followerwonk.com/bio

31. 31
Expand Your Brand Offline

32. 32
Expand your Brand Offline – Public Speaking
32
Many organizations have local meetings and national
conferences, as well as virtual speaking platforms like monthly
online trainings for members, blogs and podcasts. Don’t
hesitate to research and then pitch yourself

33. Approach the Media
33
Top Tools
Followerwonk: https://followerwonk.com/bio

34. Expand your Brand Offline - Media
34
Top Tools
Followerwonk: https://followerwonk.com/bio

35. 35
Expand your Brand Offline – Media Pitch Yourself
35
1. 1 Paragraph: You, Expertise and Pitching For
• ie Expert Financial Advisor on Today
2. 2-5 Points: Why your narrative is relevant compelling and
timely
3. 1-2 Sentences: Why you are perfectly positioned to talk on
this subject to this outlet
4. 1 Page: Bio, Achievements, Availability, Contact Details

36. 3636

37. 3737

38. 3838
Are You Ready?

39. Thank you and Questions
39
Let’s stay connected
• LinkedIn: Colin Anstie
• Twitter: @colinanstie