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Personal branding summers mc kay 4.23.14

Summers McKay
Summers McKay
Summers McKayMarketing & Social Media Exec Obsessed w Re-Inventing the Media Model | Mentor | Writer | Producer | Director | DoGooder at Caution Curves Ahead, UCLA Anderson School of Management

Personal branding summers mc kay 4.23.14

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© Summers McKay 2014
Personal Branding
ORL
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Business Leaders with
Clearly Defined Personal Brands
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Personal branding summers mc kay 4.23.14

  • 1. © Summers McKay 2014 Personal Branding ORL Summers McKay 1
  • 6. © Summers McKay 2014 Business Leaders with Clearly Defined Personal Brands 6
  • 7. © Summers McKay 2014 So What’s a Personal Brand? 7 From Wikipedia, the free encyclopedia Personal branding is the process whereby people and their careers are marked as brands.[1] While previous self-help management techniques were about self-improvement, the personal branding concept suggests instead that success comes from self-packaging.[1] The process is further defined as the creation of an asset that pertains to a particular person or individual; this includes but is not limited to the body, clothing, physical appearance and areas of knowledge, leading to a uniquely distinguishable, and ideally memorable, impression.[citation needed] The term is thought to have been first used and discussed in a 1997 article by Tom Peters.[2] • Personal branding often involves the application of one's name to various products. For example, the celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the products he endorses (e.g. Trump Steaks).
  • 8. © Summers McKay 2014 So What’s a Personal Brand? 8 “A Personal Brand is the articulation of your value proposition to the marketplace. It’s who you are, what you offer, and what you expect in return.” Summers McKay
  • 9. © Summers McKay 2014 What is your Personal Brand? 9 Committed Loyal Hard working Creative Analytical Organized A Leader Conscientious Meticulous Animated Passionate Adventurous Curious Reliable Supportive Innovative Problem Solver Good Listener Quantitative Qualitative Resourceful Gracious Polite Energetic Calm Smart Self Motivated
  • 10. © Summers McKay 2014 What does it mean and why is it useful? 10 Identify the value you bring to the table. Be able to effectively convey and articulate it. Use it to get a job & create productive relationships.
  • 11. © Summers McKay 2014 What are the risks of a social media profile? 11 Too Much Info Shared Personal Security “About 27 per cent of employers view social media profiles on Facebook, Twitter or LinkedIn to get a better taste of a candidate's character beyond their CV and application form. But is it fair for employers to do this and what are the risks?” ACAS – (Employment & HR Consortium UK) Discrimination Misunderstandings Profile Pirating or Hacking Inappropriate Content for Your Audience
  • 12. © Summers McKay 2014 Personal Brand or Social Media Presence? 12
  • 13. © Summers McKay 2014 So, you need to control your brand. 13
  • 14. © Summers McKay 2014 Brand Decisions – What Do You Value? 14 Hard work Collaboration Stability Innovation Compensation Creativity Clear Hierarchy Financial responsibility Feedback Impact Broad experiences Focused Energy Growth Technology Independence Engagement Strategy Analysis
  • 15. © Summers McKay 2014 Brand Decisions – What Does Your Audience Value? 15 • Employers • Colleagues • Clients • Mentors • Friends • Family
  • 16. © Summers McKay 2014 Brand Decisions – What Are Your Goals? 16 • Get a job….. (no duh) – But specifically, what is the kind of job you want, the type of responsibilities you want and what do you believe in your value portfolio will further that goal? • Articulate the elements of your brand that will help you achieve your goals.
  • 17. © Summers McKay 2014 Ways to Demonstrate Your Brand 17 • How you present yourself • How you engage with those around you • Events & Activities you participate in • Your elevator pitch • Your resume • Your online profile
  • 18. © Summers McKay 2014 What is an Impression Network? 18 “Your Impression Network is the aggregate of everyone you touch through social media, the people you know in real life, and those who want to be connected to you.” It’s your facebook friends, it’s your tumblr followers, your twitter followers, your linked in crew, your pinterest pinners, your reddit readers, your vine viewers, your instagram pals, your blog followers, your google plus’rs, your classmates, your professors, your friends, your colleagues ….. OMG what have I missed? Summers McKay
  • 19. © Summers McKay 2014 What is an Impression Network? 19
  • 20. © Summers McKay 2014 How Can You Use Your Impression Network? 20 • Build your network • Get a job • Improve your on the job performance • Increase learning and expertise • Enhance the value you bring to your organizations.
  • 21. © Summers McKay 2014 So what kind of impression do you want to make? 21
  • 22. © Summers McKay 2014 Getting Above the Fold 22
  • 23. © Summers McKay 2014 Ways to Demonstrate Your Brand Online 23 • Email Address & Signature • LinkedIn & other professional profiles eg: intern sushi • Twitter • Facebook • Others …. Google +, Blog, Pinterest, Pandora…… etc
  • 24. © Summers McKay 2014 Building The Basics 24 Your Email Signature Summers McKay summersmckay@gmail.com www.linkedin.com/in/summersmckay 310-5xx-7898
  • 25. © Summers McKay 2014 Building The Basics 25 Linkedin Profile 1) Start with a professional looking picture and a clear self description. 2) Use your summary to explain what you value and what you are seeking. 3) Outline experiences – describe what you learned or did in each role. Volunteering, Class Projects, EDGE, Internships, other jobs. 4) Connect to people you know. 5) Follow companies and executives that you admire. Learn what they think is important. Observe their stated values. Are they aligned with yours?
  • 26. © Summers McKay 2014 Building The Basics 26 Your Facebook (Not Optional) - But how much you share is. You want people to be able to see the basics about you on FB, because it will help push you above the fold. But not everyone should be able to see your friends, your interactions, your likes and dislikes. - If you choose to be public, everything you post must be aligned with your personal brand. - If you choose not to be public, it still doesn’t matter. EVERYTHING you post must be aligned with your personal brand.
  • 27. © Summers McKay 2014 Building The Basics 27 Your Resume (Not Optional) - You need to craft your resume to communicate the desired skills and needed experience for the jobs you are applying for. Human resource executives are just checking boxes. This is NOT the place to be particularly self expressive. - Keep it concise and clear. - Start with a one sentence description of your skills and personal qualities tailored to each position you are applying for. Read the job description, and reiterate it back to them. You are that needed resource. - List experiences and what you learned in them, not just responsibilities you had.
  • 28. © Summers McKay 2014 Building The Basics 28 Your Twitter (optional) - Establish an account with a professional or clever, but not inappropriate name. - Follow companies and people that are aligned with your values or goals. (Some fun ones are ok as well…. ;-) - Tweet ONLY when it is aligned with your goals, your brand and your intended dialogue. - Don’t use twitter for rants… unless it’s with Sprint or Time Warner Cable… then they fix things faster.
  • 29. © Summers McKay 2014 Building The Basics 29 Your Blog (Optional) - If you choose to blog, do it with your core values and stated goals. Be on topic. Don’t just muse without direction. If an employer, customer, or colleague searches for your blog…. (and they will) it needs to be authentic and aligned.
  • 30. © Summers McKay 2014 So What’s a Personal Brand? 30 “A Personal Brand is the articulation of your value proposition to the marketplace. It’s who you are, what you offer, and what you expect in return.” Summers McKay
  • 31. © Summers McKay 2014 31 #GETCLIMBING