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Personal Branding in the Digital Age


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Personal branding course presentation for Creative Exchange training centre

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Personal Branding in the Digital Age

  1. 1. Creative Exchange Personal Branding Wednesday 30 June 2010
  2. 2. 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>
  3. 3. People buy from people
  4. 4. Personal branding makes you distinctive
  5. 5. Branding defines your choices
  6. 6. Successful British Brands
  7. 7. 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
  8. 8. Going off-line is NOT an option
  9. 9. Personal Branding: True or False?
  10. 10. Personal branding is all about me
  11. 11. Personal branding is promoting key messages about yourself
  12. 12. Personal branding is about becoming a celebrity
  13. 13. Personal branding is managing your image and PR
  14. 14. First impressions of you are critical
  15. 15. 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 </li></ul>
  16. 16. 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>
  17. 17. Google yourself
  18. 18. Your brand on social media
  19. 19. Your brand on Twitter
  20. 21. The 4 step personal brand planning process 2. Brand what are your goals? 3. Approach The 4 Cs of personal marketing 1. Discovery what’s your story? 4. Management Start doing (and measuring)
  21. 22. 1. Discovery – What’s your story?
  22. 23. Find your sweet spot
  23. 24. Find your sweet spot
  24. 25. Work less, earn more, love your job
  25. 26. Be a super hero (or heroine)
  26. 27. Personal SWOT analysis
  27. 28. PEST Analysis
  28. 29. Using your passions to sell
  29. 30. Create your personal brand statement <ul><li>Your brand and your audience in one sentence </li></ul>
  30. 31. 2. Brand planning – What are your goals?
  31. 32. 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
  32. 33. 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>
  33. 34. 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>
  34. 35. 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>
  35. 36. 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>
  36. 37. 4Cs of personal marketing
  37. 38. Stage 3: Approach 4Cs of personal marketing Consistency Conversation Community Content Personal Marketing
  38. 39. Personal branding tools
  39. 40. Memorable avatars
  40. 41. Twitter review <ul><li>Tony Hsieh, CEO Zappos @zappos Alexia Leachman, Personal Brand Coach: Personal: @AlexiaL Brand: @bbrands </li></ul><ul><li>Nick Hewitt, Digital Community expert: @nikhewitt </li></ul>
  41. 42. Action plan
  42. 43. Freelancer and micro business: Personal or company brand?
  43. 44. Monitoring your personal brand
  44. 45. More resources Creative Exchange – media & e-marketing courses Social Media Strategy – Thurs 8 July, £99 Digital Strategy – Thurs 28th October, £150 Creative Industries Network, Derby Database of Derbyshire creative businesses including branding, design & photography Blossoming Brands Personal branding coach, based in Nottingham
  45. 46. Thank you <ul><li>Susi O’Neill, Digital Consultant </li></ul><ul><li>Twitter @susioneill LinkedIn/Facebook @susioneill </li></ul><ul><li>email: [email_address] Tel: 07981 222799 </li></ul>