This document provides guidance on developing a personal brand through a four step process of discovery, development, communication, and maintenance. It emphasizes being authentic, consistent, and visible. Key aspects include determining goals, values, and strengths; crafting a unique value proposition and brand promise; using various media like social networks, articles, and public speaking to communicate your message clearly and constantly to your target audience.

1. The Brand “You” Set yourself apart with a Personal Brand

2. What is a Brand?

3. BRAND A brand is a perception or emotion maintained by a buyer or prospective customer, describing the experience related to doing business with an organization or consuming its products and services

4. Brands are what people say about you when you’re not in the room Company Brand Personal Brand Brand Attribute(s) Brand Promise Brand Identity Change Fast, accurate, search results Charismatic, Great Orator Locate things A Brand is also a promise to an audience

5. Brand Commodity $2.60 $.99 Differentiated brands can charge a premium

6. Personal BRAND A perception or emotion , maintained by somebody other than you describing the total experience of having a relationship with you .

7. Personal BRANDING The process by which individuals and entrepreneurs differentiate themselves by identifying and articulating their unique value proposition and then leveraging it across platforms with a consistent message and image to achieve a specific goal.

8. Carl Oprah Obama Madonna Brad Funk Jack

9. Media made these personal brands household names Media is no longer just for the rich and famous

10. What a Personal Brand is NOT! What you say about yourself An extension of your employer’s brand Your presence in social media Anything you can ask for A perk Something you’re entitled to A gift someone can give you About power Permanent or Guaranteed Source; Scott Ginsburg: www.thenametagguy.com

11. Offers a strategic framework for managing your career Creates differentiation Improves confidence Increases your visibility Helps you achieve your goals Allows you to pick and choose jobs and assignments You ARE being “Googled” so why not manage Brand “You”? Benefits to a Personal Brand:

12. The Keys to Successful Personal Branding: Be Authentic, Be Consistent and Be Seen! Clarity Your Unique Promise of Value Brand Promise Consistency “ Walk Your Talk ” Brand Experience Constancy Constant visibility to your target audience Brand Communication A Successful Brand “ YOU ”

13. Four Step Brand Process Discover Your Brand Develop Your Brand Communicate Your Brand Step 1 Step 2 Step 3 Step 4 Maintain Your Brand Brand Promise Brand Communications Brand Experience

14. Four Step Brand Process Discover Your Brand Step 1 Personal Brand Assessment Insights about YOU Goals Personal Drivers Values What are you passionate about? What are you known for? What do you have answers to? Insights from others How do others describe you? What are the three compliments people make about you? What about you makes people stop, watch and say WOW? “ Be yourself; everyone else is already taken.” Oscar Wilde

15. Four Step Brand Process Develop Your Brand Step 2 Identify your target audience Determine what is relevant to you target Write a “day in the life” for a member of your target audience Understand your “unique value proposition” Answer why are you the “go-to-person” for your field/area of expertise? Choose three personal brand attributes Align with your goals Are authentic for you Relevant to your audience “ You are the only person on earth who can use your own ability” M. Kathleen Casey

16. What are your brand attributes? Driven Easy Going Persistent Self Starter Energetic Punctual Trustworthy Likeable Diligent Detail Oriented Results Driven Organized Creative Hilarious Facilitator Prolific Adaptable Adaptable Helpful Strategic Thoughtful Motivated Continuous Learner Quick Study Innovative Dynamic Reliable Organized Efficient Methodical Consistent Choose ones that are authentic for you and relevant to your goals Genuine

17. Four Step Brand Process Develop Your Brand Step 2 Finish with a written, one-sentence Brand Promise that describes: what value you offer whom it is intended for your differentiation A Good Brand Promise is: short easily memorized simple and easily understood A Good Brand Promise: provides focus for decision making helps you p r ioritize work and activities is a communication tool

18. Four Step Branding Process Develop Your Brand Step 2 My Example Brand attributes: Driven, Innovative, Strategic Results-Obsessed, Creative Solutions Provider, Service Orientation My Brand Promise: A driven self-starter , I hold myself accountable to solve marketing challenges with innovative solutions that create tangible, measurable results for the businesses I serve .

19. Four Step Brand Process Communicate Your Brand Step 3 Create a Communications Plan Select a combination of vehicles to reach your target audience and that play to your strengths Choose key messages that support your brand attributes and unique value proposition Develop a timeline to implement that supports constancy in your communications Remember Clarity, Consistency, Constancy Be clear in your messages for your audience Be consistent in your message across vehicles Be constant in your communications Bio & Resume Social Media Public Speaking Volunteer Articles Networking Brand Communications Wheel

20. Personal Brand Tool Box for the Job Search Resume Cover Letter CD Portfolio Business Card Personal Website Networking Visual CV Job Search Tool Box

21. Four Step Brand Process Maintain Your Brand Step 4 Monitor your brand experience at regular intervals 360 Feedback Establish metrics to measure Be consistent ; “walk your talk” Use your brand promise as a guide “ Google” yourself; set up Google Alerts Evolve to stay relevant “ When you’re finished changing, you’re finished” Ben Franklin

22. Using Social Media to find a job…or a prospect

23. Using Social Media to find a job or a prospect Activity: Listen (Tools: Twitter, Google alerts, other online) To what is being said about your field, industry To who is hiring in your industry or field To news about a prospect To what is being said about you, targeted companies, your industry Activity: Research (Tools: Linkedin, Twitter) Companies Targeted Prospects Hiring Managers Activity: Network (Tools: Facebook, Linkedin, Twitter) With friend and colleagues , people in your field Activity: Find (Tools: Linkedin, Twitter) Prospects Jobs People in your field Who is hiring Activity: Share(Tools: Slideshare, Facebook, Blog, Twitter, Visual CV) Your expertise Thought Leadership What makes you relevant, unique , authentic

24. 101

26. Optimize Your Profile

27. Put your HEADLINE to work

28. Brand Your Profile www.linkedin.com/in/yourname

29. Speak for yourself! About you About what you do for your company Use Adwords to optimize Search

30. Find and Invite People to Join Your Network

31. Stay top of mind

32. Give First! Recommend Others

33. Give First! Make Introductions

34. Question and Answers

35. Ask and Answer Questions

36. Join Groups

37. Groups are also good for Q&A

38. Add Content with Applications

39. Looking for a Pay Check

40. Find Job Openings

41. Research Prospective Companies

42. Connect with Hiring Managers

43. Visual CV Free, secure online multi-media based resume Sharing of work samples, audio, video, powerpoint. Embed charts and documents Upload letter of recommendations, work samples, etc. Privacy setting allow ability to control who sees it Share via social networks, email, etc. Showcases your personal brand Outstanding for Google rank Customize based on audience

44. Visual CV

45. Twitter Find - prospects, job openings and companies that are hiring Twellow Tweetmejobs, microjobs, #microjobs, #tweetmejobs Research Use search to find and follow target companies Find and follow employees of targeted employers Share Your elevator or job pitch in your profile Your Linkedin/Visual CV/website address in profile Relevant information about your field/industry Your Visual CV Blog posts

46. Alerts Set-up Google alerts ( www.google.com/alerts ) Your Name Target Companies Keywords Subscribe via RSS or email

47. Profiles Profiles allow you to better control how you appear in Google Search results Appears at bottom of Google search page. Up to four profiles for the same name will be shown. Google account not required Options include: picture, bio information, links to other sites, pictures, contact information (limited privacy controls provided) www.google.com/profiles

48. Using Social Media for a Job Search Some Keys to Success Get your “elevator pitch” down to 140 characters GIVE & take – basic principle of networking Fully complete your profiles! Consistency counts With names, photos, profiles Don’t create it and then forget it Ask yourself what kind of relevant content can you create and share. Online social networking greatly compliments “real-life” networking and relationships but can never replace it.

49. Linkedin.com/in/AliciaFalcone website: www.thebrandatwork.com Twitter.com/AliciaFalcone email: [email_address] Thank You