Personal Branding Presentation 7.15.09 (1)
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Personal Branding presentation by former Lowe and Partners EVP, Michael Breen
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Personal Branding Presentation 7.15.09 (1)
- 1. Personal Branding 1 117 Rassani Drive Danville, California 94506 925.648.4477
- 2. What is the most important thing you must address when selling? 2
- 3. What is the most important thing you must address when selling? Whatever is most important to the person you are selling to 3
- 4. Not About Selling Yourself 4
- 5. Not About Selling Yourself It’s about selling what you can deliver 5
- 6. There is a Big Difference Selling Yourself • What YOU want – Goal/objective • Where YOU have been lately • What were YOUR responsibilities • What were YOUR successes and awards • Where YOU have been before • What are YOUR hobbies and education 6
- 7. There is a Big Difference Selling Yourself Selling What You Can Deliver • What YOU want • How your brain works – Goal/objective Outlook/philosophy • Where YOU have been lately • Problems you took on • What were YOUR • Differences you made happen responsibilities • Insights to the creative/critical • What were YOUR successes thinking that delivered the and awards differences • Where YOU have been before • What are YOUR hobbies and education 7
- 8. Two Biggest Mistakes • Confusing the concept of biography with resume • Not realizing a resume is really a value profile 8
- 9. Personal Branding New and Improved 9 117 Rassani Drive Danville, California 94506 925.648.4477
- 10. What is it, really? + Classic marketing/branding disciplines 10
- 11. What is it, really? + Classic marketing/branding What makes you uniquely disciplines you 11
- 12. Why Should I Care? • Because getting a job is a process 12
- 13. Why Should I Care? • Because getting a job is a process Getting Attention 13
- 14. Why Should I Care? • Because getting a job is a process Getting Distinctive Attention Impression 14
- 15. Why Should I Care? • Because getting a job is a process Getting Distinctive Getting an Attention Impression Interview 15
- 16. Why Should I Care? • Because getting a job is a process Getting Distinctive Getting an Attention Impression Interview Branding 16
- 17. Why Should I Care? • Because getting a job is a process Making the Short List Getting Distinctive Getting an Attention Impression Interview Getting an Offer Branding 17
- 18. Why Should I Care? • Because getting a job is a process Making the Short List Getting Distinctive Getting an Attention Impression Interview Getting an Offer Branding Product “You” 18
- 19. Components of Effective Branding Market Context 19
- 20. Components of Effective Branding Market Context Product Benefits 20
- 21. Components of Effective Branding Market Context Point of Product Difference Benefits 21
- 22. Components of Effective Branding Market Context Point of Product Difference Benefits 22
- 23. Components of Effective Branding Market Intel Context The Computer Inside Point of Product Difference Benefits 23
- 24. Components of Effective Branding Market Sun Context The Dot in .Com Point of Product Difference Benefits 24
- 25. Components of Effective Branding Market Nike Context Just Do It Point of Product Difference Benefits 25
- 26. Translating from Business to Personal Market Context -- Perspective of hiring manager -- Pain to be addressed -- Market tendencies Point of Difference -- Unique skill set Product Benefits -- Cross pollination -- Expected skill sets -- Personal passion -- Making a difference 26
- 27. Personal Branding Examples 27
- 28. Translating from Business to Personal Market Context Engineer -- Perspective of hiring manager -- Pain to be addressed -- Market tendencies Point of Difference -- Unique skill set Product Benefits -- Cross pollination -- Expected skill sets -- Personal passion -- Making a difference 28
- 29. Core Equities Electrical Engineering Computing Mechanical Engineering Engineering 29
- 30. Value Add Electrical Engineering Computing Mechanical Engineering Engineering 30
- 31. Personal Branding Electrical Engineering Computing Mechanical Engineering Engineering Human-eering 31
- 32. Personal Branding Electrical Engineering Computing Mechanical Engineering Engineering Human-eering Integration of mechanical, electrical and computing engineering with personal and project management skills that uniquely and consistently produces effective technologies that exceed business objectives 32
- 33. Translating from Business to Personal Market Context Engineer -- Perspective of hiring manager -- Pain to be addressed -- Market tendencies Point of Difference Human-eering -- Unique skill set Product Benefits -- Cross pollination -- Expected skill sets -- Personal passion -- Making a difference 33
- 34. Translating from Business to Personal Market Context Executive -- Perspective of hiring manager -- Pain to be addressed Assistant -- Market tendencies Point of Difference -- Unique skill set Product Benefits -- Cross pollination -- Expected skill sets -- Personal passion -- Making a difference 34
- 35. Core Equities Organizational Expert Communication Prioritization management and Follow Up 35
- 36. Personal Branding Organizational Expert Communication Prioritization management and Follow Up 36
- 37. Personal Branding Organizational Expert Communication Prioritization management and Follow Up Executive Administrative Triage 37
- 38. Translating from Business to Personal Market Context Executive -- Perspective of hiring manager -- Pain to be addressed Assistant -- Market tendencies Executive Point of Difference Administrative -- Unique skill set Triage Product Benefits -- Cross pollination -- Expected skill sets -- Personal passion -- Making a difference 38
- 39. Asset or Liability? • Your greatest strength is you know you better than anyone else • Your greatest weakness is you have created a backdrop of conventional wisdom about yourself • You don’t need someone to tell you about your self • You need some guidance to step outside your conventional self-perspective 39
- 40. Putting It All Together Inherent Core Values Price of Entry Differentiators Enhanced Value Personal Branding Elements 40
- 41. Putting It All Together Inherent Core Values Market Context Price of Entry Differentiators Enhanced Value Personal Branding Elements 41
- 42. Definition of Insanity Doing the same thing over and over again the same way and expecting the outcome to be different 42
- 43. What are my experiences and skill sets? My previous Job Jobs prior to last Job ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ 43
- 44. Given the position you are seeking, segment your core values and skill sets into two groups. The first is “Price of Entry” values the second is “Unique” skills or values Price of entry Unique ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ 44
- 45. The Market Environment •What are the pains and issues of the company? •Are there any obvious or not so obvious weaknesses the company must overcome? •Who has the greatest competitive advantage in the category? Why? Issues and Pains Weaknesses Reason for Competitive Advantage _________________ ______________ ___________________ _________________ ______________ ___________________ _________________ ______________ ___________________ _________________ ______________ ___________________ _________________ ______________ ___________________ _________________ ______________ ___________________ _________________ ______________ ___________________ _________________ ______________ ___________________ _________________ ______________ ___________________ 45 _________________ ______________ ___________________
- 46. What’s Your Story? Elevator Pitch What do I say • The essence of who you are and what now? you bring to the party • Forces critical thinking • Arms you with communication tools you can call on-demand • Keeps you prepared BUT Not the best thing to initiate discussion IC2 46
- 47. Putting It on Paper Resume Objective Lorem ipsum dolor sit amet, sed luctus non, aliquam tortor, lorem Summary of Qualifications ut in nonummy vestibulum ut. Feugiat adipiscing ac mattis in, id commodo Skill Set Inventory ante orci vehicula fermentum. Libero id omnis arcu ac, sem adipiscing, nisl ipsum imperdiet Business Experience Company-Dates Title Responsibilities • • 47
- 48. Result of Best Practices Resume Resume Resume Resume Objective Objective Objective Objective Lorem ipsum dolor sit amet, sed Lorem ipsum dolor sit amet, sed Lorem ipsum dolor sit amet, sed Lorem ipsum dolor sit amet, sed luctus non, aliquam tortor, lorem luctus non, aliquam tortor, lorem luctus non, aliquam tortor, lorem luctus non, aliquam tortor, lorem Summary of Qualifications Summary of Qualifications Summary of Qualifications Summary of Qualifications ut in nonummy vestibulum ut. ut in nonummy vestibulum ut. ut in nonummy vestibulum ut. ut in nonummy vestibulum ut. Feugiat adipiscing ac mattis in, id Feugiat adipiscing ac mattis in, id Feugiat adipiscing ac mattis in, id Feugiat adipiscing ac mattis in, id commodo commodo commodo commodo Skill Set Inventory Skill Set Inventory Skill Set Inventory Skill Set Inventory ante orci vehicula fermentum. Libero ante orci vehicula fermentum. Libero ante orci vehicula fermentum. Libero ante orci vehicula fermentum. Libero id omnis arcu ac, sem adipiscing, nisl id omnis arcu ac, sem adipiscing, nisl id omnis arcu ac, sem adipiscing, nisl id omnis arcu ac, sem adipiscing, nisl ipsum imperdiet ipsum imperdiet ipsum imperdiet ipsum imperdiet Business Experience Business Experience Business Experience Business Experience Company-Dates Company-Dates Company-Dates Company-Dates Title Title Title Title Responsibilities Responsibilities Responsibilities Responsibilities • • • • • • • • IC3 48
- 49. Why Not Something Different Resume Business Philosophy “Endurance is frequently a form of indecision” “Nothing stops an organization faster than people who believe that the way you worked yesterday is the best way to work tomorrow” Skill Set Inventory (for online submissions) Advertising Management, Promotion Development, Project Management, Financial Business Case Analysis, Creative Collateral Development, Supervisory Experience, Brand Communication, Matrix Management, Facilitation Making a Difference State a problem What you did The results Business Experience Dates, Company, Title 49
- 50. Touching a Nerve What I did • Managed the creation of a worldwide operational plan and closed-loop management process managing partner loyalty. The FY03 partner loyalty score was 1.3 points above goal. 50
- 51. Touching a Nerve What I did Making a difference • Managed the creation of a • Impossible to effectively worldwide operational plan and leverage global partner network closed-loop management because of decentralized Geo process managing partner control leading to declines in loyalty. The FY03 partner partner loyalty loyalty score was 1.3 points – Designed and sold above goal. management on implementing a worldwide, closed loop operational plan to manage partner engagement – Results: partner defection eliminated and loyalty measures increased 10% in one year 51
- 52. Touching a Nerve What I did • Following merger, Led the integration of two independent sales force 52
- 53. Touching a Nerve What I did Making a Difference • Following merger, Led the • Declining morale leading to integration of two independent sales stagnation due to the sales force destabilizing effect of competing sales forces following merger – Defined sales reorganization strategy based on customer’s supply chain management sophistication – Results: 25% RIF based on worse fit with customer base, Internal competing agendas eliminated, sales force efficiency increased 30% in 12 months 53
- 54. Touching a Nerve 54
- 55. Cut, Print 55
- 56. Time to Hit the Road al son ing Per nd Bra file Pro 56
- 57. It’s About Networking, Stupid • 85%-90% of jobs are obtain through networking • Your network is bigger than you think • People do not know how to network 57
- 58. What is Networking? Asking For A Job 58
- 59. What is Networking? Asking For A Job 59
- 60. Never Make a Network Target Feel Uncomfortable • Borrowing money • Telling them about a cheating spouse • Asking for a job 60
- 61. Networking is About • Making announcements • Getting on many radar screens • Informational Interviewing 61
- 62. Networking is About • Making announcements • Getting on many radar screens • Informational Interviewing 62
- 63. Networking is About • Making announcements • Getting on many radar screens • Informational Interviewing • Revisit your passion • Identify targets – Focus, focus, focus • Look for the ‘coattail’ name • 6°of separation 63
- 64. Communication Plan-- Simple Tenets • Target, target, target • Be bold (ideas and actions) – Identify the pains – Take the path less traveled • Leverage 6°of separation • Develop a frequency strategy • Acknowledge all assistance • There is never an end point – Different types of relationships 64
- 65. Guiding Principles • You are unique, so act like it • Your value proposition should focus on the needs/wants/fears of your target audience – Not on what you do well • Headlines sell magazines – Your elevator pitch needs a headline • Craft a targeting strategy • Define a media frequency strategy • Stay connected – If they are not talking to you they are talking to someone else • If you don’t feel a little nervous and uncomfortable you are not pushing the envelope 65
- 66. Keep in Mind “It’s not who you are that holds you back, it’s who you think you’re not” 66