Steve Pavilina: “I f you type an email, you’re branding yourself. If you have a conversation with a friend or family member, you’re branding yourself. How you dress, what you eat, and how you talk all contribute to your brand. Think of your brand as the summation of all the associations about you that are stored in people’s minds .” - Steve Pavlina, Personal development coach www.stevepavlina.com/blog/2008/02/personal-branding/ 1997 - Fast Company Magazine article “ The Brand Called You” by Tom Peters. Instead of relying on a company for career guidance, it’s up to you to become a ‘free agent’ to take ownership of the brand called you. The new ‘killer app’ at that time - email – would only be read and engaged with if you already had a strong, personal brand connection with that person.
Marrakesh square market, distinquish yourself in a crowded marketplace
Why you choose wine: label, design, description
All have great content, great design and unified, consistent marketing messages Marmite – become a verb to describe extremity, from XFactor to Politicians. Innocent a byword for creativity to upsell. Howies, ethical clothing, selling lifestyle values (website has Last.fm channel, blog around leisure/lifestyle)
Lose a competitive advantage – online world is a utility for marketing, communications, sales – social media becoming a utility
Press reports Ask friends, families, colleagues
The secret to a successful personal brand is knowing your strengths and who your audience is and why they would want to buy from you The digital economy benefits experts and those who can own their niche – by carving out a deep niche you can eradicate the competition. Your niche can be about: - Skills (provide specialist technical or service skills) - Service delivery (a unique methodology, a different way of purchasing or billing) - Values (your style of service delivery matches the values of your customers) To succeed in your niche you need to have: Differentiation (standing out from crowd) with Marketability (providing something others want and need)
It sounds too good to be true, but by doing what you love work will be fun, you will be more motivated so you can earn more. Personal branding adds value to your job or enterprise and improves happiness - in and outside work.
Focus on what you do well – be a super-hero (or heroine) within your strengths. Outsource your weaknesses.
Enthusiasm is contagious – this makes it viral “But I’m not a salesman!” Personal branding is perfect for those who aren’t natural sales people – by planning your approach to your brand and sticking to it you are ‘soft selling’ your brand – what you do, your values and services – every day. Don’t cold call: let them come to you
Stage 2 of brand planning process Define your audience: - Who is the audience for your products & services? (location, lifestyle, demographics, buying behaviours) - What are their values? - Create User Personas – archetypes to describe the types of customers you have and what they expect from your business Know your market: Competitors – Who are you losing work to currently? What can you learn (and steal) from them? Comparators – Who are your peers? Who can you share with them and learn from them? Key influencers – Who do you aspire to be? How and when could you connect with them? (Tip: social media is a great short cut to influence your influencers)
Min 3 goals – action led
Content – this is your products, and also the marketing content you use to promote your products. It could include video, photos, your social network feeds, a blog, e-books Community – Who gathers around your content and who you want to attract Conversation – This is the chatter that sells your products, are they made using a special process? Do they have an unusual history? Thinking about using key influencers to influence more of the right people. Consistency – ensuring your design and content is consistent with your personal brand: tone, imagery and also regularity and frequency.
traditional Business card: add your photo & preferred method of contact (Scott Monty: “Google Me”) Virtual business card send by text message: http://contxts.com PR – do newsworthy things, hire a PR expert Using social networks and online content to support your personal brand Promote expertise: - Your blog - Guest write for bigger blogs, industry magazines, newspaper by-lines - LinkedIn Answers, Yahoo! Answers Share knowledge: - Scan horizon in your subject area (Google Alerts, Twitter Search Feeds, industry journals) - Write and re-tweet relevant stories as status updates
Have a memorable avatar: - A consistent image, your face smiling and looking up or a distinctive logo - Use your avatar consistently, or a consistent style of imagery Claim your name: - Register a name you can ‘own’ across all networks you may potentially want to later use (NameChk.com) Networks: Audit your followers – Who are they? Where do they live? What do they share? What percentage are friends/ associates/ strangers?
Tips for Twitter: Once a day: A tip based on your experience Something personal Ask a question Re-tweet an expert Converse with a contact Converse with a key influencer Once a week: Your new or archive blog article Promote followers (follow Friday) Once a month: Build or promote a list Twitter management tools: HootSuite – www.hootsuite.com manages all major social networks and scheduling updates TweetDeck – www.TweetDeck.com Desktop and iPhone App to manage all major social networks
Stage 4: Management and measuring
Business brand pros: Gives you scale to grow as a business Puts reputation against business rather than your name Cons: Need to be less personal about your status updates (e.g. ‘we’ or ‘the company’ are doing instead of ‘I’) Person to person networks are more effective than business to person Managing two networks is nearly twice as time-consuming!
Monitoring your digital footprint: Be aware of the ‘traces’ you leave: the internet is an evergreen cache, good and bad content takes a long time to disappear. Create new content to bury older content. Re-highlight great content (e.g. refreshing articles, linking to past achievements). Don’t say anything online you wouldn’t want repeated. Make sure you know and control the level of privacy on your networks. Capture and consistently measure your brand against your objectives: Google Alerts www.google.com /alerts – records new mentions of your name/brand Web Analytics – measures web traffic, particularly referral websites Social Mention - www.socialmention.com – your name/brand mention in social media Measure growth in users of your social networks, email list, customer database Capture and redistribute positive mentions, good PR and testimonials
Personal Branding in the Digital Age
Creative Exchange Personal Branding Wednesday 30 June 2010
Personal Branding Presentation <ul><li>What is personal branding? </li></ul><ul><li>What are other people saying about you? </li></ul><ul><li>Four-step personal brand planning process </li></ul><ul><li>Personal branding tools (offline and social media) </li></ul><ul><li>Freelancer & micro business: personal or business brand? </li></ul><ul><li>Monitoring your personal brand </li></ul>
Social media changes everything <ul><li>Before: Now: </li></ul>Jobs are for life, stay loyal to the company brand Loyalty is to your professional journey working with organisations that can support your aims Only businesses and organisations are visible online, branding is a corporate issue Loyalty is to your professional journey working with organisations that can support your aims
Three laws of personal branding <ul><li>Authenticity: Be yourself, replicas aren’t valuable. Define your brand before someone else does for you. </li></ul><ul><li>Transparency: It’s better to be straightforward and honest, then lie, and have your actions work against you. </li></ul><ul><li>Visibility: If you aren’t known, you don’t exist. “ Me 2.0” Dan Shawbel personalbrandingbook.com </li></ul>
What are other people saying about you? <ul><li>Passive Listening Monitoring what people say </li></ul><ul><li>Active Listening Starting a conversation </li></ul>
3 year career chart Your major goals in 1 year Your activities and focus areas this year Your big vision in 3 years Your major goals in 1 year Your major goals in 1 year
Creating goals: Employee <ul><li>John, 30 </li></ul><ul><li>Junior HR manager 100-person print company in Derby </li></ul><ul><li>He wants to be promoted or get hired at another company </li></ul><ul><li>Become known as expert on managing change </li></ul>
Creating goals: sole trader <ul><li>Uzma, 35 jewellery designer, Long Eaton </li></ul><ul><li>Get people to come to visit her at craft fairs </li></ul><ul><li>Attract jewellery distributors </li></ul><ul><li>Visit her Etsy online shop </li></ul>
Creating goals: business owner <ul><li>Malcolm, 55 Owner of an IT services company in Matlock. Delivers exceptional customer support, but as his rates are quite high he has lost work, and shed staff, during the recession. He wants to promote the reliability and quality of his services to local businesses. </li></ul>
Creating goals: job seeker <ul><li>Steffi, 22 Design graduate from University of Derby </li></ul><ul><li>Seeking her first job working as a graphic designer in the fashion and textiles industry </li></ul>
More resources Creative Exchange – media & e-marketing courses Social Media Strategy – Thurs 8 July, £99 Digital Strategy – Thurs 28th October, £150 www.derby.ac.uk/creative-exchange Creative Industries Network, Derby Database of Derbyshire creative businesses including branding, design & photography www.creative-cin.co.uk Blossoming Brands Personal branding coach, based in Nottingham www.blossomingbrands.com
Thank you <ul><li>Susi O’Neill, Digital Consultant www.digitalconsultant.co.uk </li></ul><ul><li>Twitter @susioneill LinkedIn/Facebook @susioneill </li></ul><ul><li>email: [email_address] Tel: 07981 222799 </li></ul>