Are you aware of the power of your personal brand? Have you differentiated yourself in the market to make yourself memorable? Clearly defining your personal brand has power in the marketplace, whether you are in the Boardroom or in transition.

1. SUE OTTEN, ABC*
OttenSue@gmail.com 404-401-8546 mobile
*Accredited Business Communicator http://www.linkedin.com/in/sueotten
Your Personal “Brand Story”
Branding = Definition of a product/service in terms of promise
PERSONAL Branding = Definition of YOU
Defining CLARITY
Defining COMPETENCY
Defining CUSTOMER
Defining CLARITY
1) Who are YOU? What is your Brand Story?
2) Where does YOUR brand fit in the market against other
candidates? How do you compete?
3) How do YOU differentiate yourself?
4) What are YOUR key features?
5) What are the benefits of these key features?
6) What is YOUR Focused Brand Statement (“pitch”)?
Reasons Why:
Key Words:
Example:
My name is Sue Otten (not "ROTTEN"). I am a Marketing and Communications
leader seeking a CMO or VP position in a company with revenue of over $250
million. I have a passion for delivering "marketing magic," that blend of art &
science to bring a company's portrait to life, specifically in the technology &
agriculture industries.
My 15 years in sales, marketing, and communications at Apple have given me a
unique ability to leverage technology in innovative ways to deliver compelling
messages to a variety of stakeholders using appropriate channels, including award-
winning social media. As Director, Corporate Marketing and Brand
Communications Worldwide with AGCO, an $8B farm equipment manufacturer, I
was responsible for the corporate brand and led the global marketing
efforts throughout 140 countries. Again, my name is Sue Otten.
Sue Otten ©2012 Make Marketing Magic!

2. Defining COMPETENCY
What makes YOU effective?
Competencies Strengths Experiences
How do YOU add value Why are YOU good at Prove it:
for your employer? this competency?
Reviews, boss Abilities/attributes to Use situation/action/result
feedback, peer achieve this competency
recommendations,
business results, etc.
1) 1) S
2) 2) A
3) 3) R
Defining CUSTOMER
1) Target Industries
a. Experience
b. How do you switch industries?
2) Target Companies
a. Do your homework
b. Leverage your network
3) Recruiter, Hiring Manager
a. What is his/her age/communications style?
b. What is his/her background: family, education, and economic
background?
c. What does his/her business look like?
d. Any political or policy issues to be concerned about?
e. Describe his/her Professional Objectives (How can you make
your new boss successful?)
Sue Otten ©2012 Make Marketing Magic!