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Managing Your Personal Brand
- 1. Managing Your Personal Brand Kate V. Moran Communications Trainer, Being in the Brand Extend Your Reach! katvmoran@comcast.net Peter Migut Marketing Professional Creativity combined with proven planning, analytical, management, and communication skills peter.migut@yahoo.com 4/13/12 Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 2. WIIFM? (What’s in it for Me?) Why do I need a Brand Statement? Isn’t this just another gimmick? What is a brand worth in today’s economy? Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 3. Agenda 4.13.12 • 10:10 – 10:30 Introductions/Overview ‘WIIFM’ What’s In It For Me? • 10:30 – 10:50 Examples of Brand Statements Reviewed / Active Participation • 11:00 – 12:00 Questionnaire/Worksheet Hand-out & Branding Exercise Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 4. • 75% of buying decisions are based on Emotion. (Q: How can you create Emotion with your Branding Statement?) • A ‘P.S.’ is 10 times more likely to be read than any other text in your sales letter. • (Q: How can you incorporate a P.S. in your Tag Line?) • 80-20 Rule: 20% of your ‘customers’ will deliver 80% of your revenue. (Q: How can you focus on the 20% of employers who are hiring?) • Over 40% of the time people are on Twitter, they are learning about products/services or providing opinion about brands. (Q: How can you network via Twitter using your new Branding Concepts?) • 40% of companies now draw more traffic to their Facebook page than their website. (Q: How can you use your Facebook page in your branding work?) Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 5. What can you expect to take away from today’s presentation: • You will be exposed to some tried and true branding concepts that can be used for personal branding. • You will begin to understand how these concepts of Business branding can be applied at the Personal Level. • You will be given a basic questionnaire to assist you with the creation of a Personal Brand Statement and Tag Line. • You will receive some of the tools that you need to begin your own personal branding work. Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 6. What’s a brand worth in today’s economy? • It will differentiate an individual/business from being a commodity to becoming a unique entity. • It has the potential of attracting new employment opportunities more easily by creating awareness and ‘energy’ in your individual marketing plan. • It cuts to the chase in clarifying who you are, what you are selling and what you are looking to do. • It can assist you in building your professional career and will allow you to take charge of it! Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 7. What do I Mean by Brand? • It’s a Snapshot of who you are… • Representing the Whole You • What you Believe about yourself • How you Present those beliefs to the world • It can be a personal Key to opening doors • Creating Opportunities for yourself & others • Realizing your personal vision for success Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 8. No Place To Hide – Communications are Quickly Compressing • Take a Stand, Be Clear in your message. • Honest in your communications. • Consistent with Your Branding Message: – In Person (face-to-face) – Via Phone (voice or teleconference/Skype) – E Writing (email/web posts/blogging/twitter, etc.) – Social Networks (Facebook/Linkedin/Groups, etc.) – Other emerging technologies on the Web Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 9. A Personal Brand Requires : • Authenticity • Enthusiasm • Sustainability Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 10. How many of these products or companies can you identify? The breakfast of champions. When it absolutely, positively has to be there overnight. 99.44% pure. Good to the last drop. Because I’m worth it. When you care enough to send the very best. The nighttime sniffling sneezing coughing aching stuffy head fever so you can rest medicine. Eat fresh. It keeps going, and going, and going... Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 11. Wheaties FedEx Ivory Soap Maxwell House L'Oréal Hallmark NyQuil Subway Energizer Batteries … Why was that so easy? Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 12. Some characteristics of company taglines Concise – delivers message in as few words as possible – 99.44% pure. – Eat fresh. Can appeal to Logic, Emotion, or both. • Clearly presents a need or situation – When it absolutely positively has to be there overnight. – When you care enough to send the very best Logic • May present both a problem and a solution/benefit – The nighttime sniffling sneezing coughing aching stuffy head fever so you can rest medicine. • Differentiates from other brands by focusing on key benefits/attributes – 99.44% pure. – Eat fresh. – It keeps going, and going, and going… • Puts an image/association in your head – The breakfast of champions. – When you care enough to send the very best Emotion • Evokes the sensation of the benefit – Good to the last drop. • Plays on pride in having a premium product – Because I’m worth it. Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 13. Repetition, repetition, repetition How big organizations repeat branding Some ways YOU can repeat your branding & taglines: & tagline: • Online advertising • LinkedIn & other social networks • Social networks • Resume • TV • Cover letters • Radio • Thank you letters • Print media • Business cards • Email signature • Personal website Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 14. How many of these products or companies can you identify? Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 15. A great logo should bear the brand value in a way people can relate to. Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 16. Can celebrities be branded? The King The Man in Black The King of Pop The Boss Man of a Thousand Faces The Master of Suspense Mr. Television America’s Oldest Teenager Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 17. Elvis Presley Johnny Cash Michael Jackson Bruce Springsteen Lon Chaney Alfred Hitchcock Milton Berle Dick Clark Why was that so easy? Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 18. Can YOU be branded? Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 19. Questionnaire • Who Am I? What makes me unique? • What aspects about me never change? What do I like to do? • What do I know I’m good at? What experience do I have to support this? • How can I leverage these aspects in a succinct and/or memorable way? (statement/tagline) • How can this statement/tagline make me better understood in terms of my professional and personal goals? Prepared for NJ Department of Labor & Workforce Development. Use by permission only.
- 20. Personal Branding Worksheet Job Title Brand Statement Tag Line Prepared for NJ Department of Labor & Workforce Development. Use by permission only.