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Your Six Second Personal Brand Story in 5 Exercises

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We’ve shared six guidelines on how to build a personal brand. Now we’d like to dive a notch deeper and answer: How do you actually build a personal brand story?

The Brand Narrative is a story that energizes and engages people to take action and drives them to achieve the destination. It prompts the emotional benefits that the brand promises to deliver to the audience. It features a hero, and in this case, the hero should be the audience (not the brand). It is delivered with “ruthless consistency” and focus - every communication and experience is aligned to enhance the audience’s understanding of the unique story of the personal brand.

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Your Six Second Personal Brand Story in 5 Exercises

  1. 1. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 1 IN FIVE EXERCISES Your Six-Second Personal Brand Story…
  2. 2. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 2 Destination Planning You’ve Got to Start with the End in Mind SIMPLICITY CLARITY ALIGNMENT The lens through which we look…
  3. 3. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 3 Your Personal Brand Story is a Narrative that Answers the “So What” Question… The “Why” statement is your internal guidepost Why do you do what you do? The “What” statement describes your specific actions What is it that you actually do? The “How” statement describes how you deliver your “What” How do you deliver this to your audience? In approximately 6 seconds…
  4. 4. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 4 There are Many Different Types of Brands CORPORATE
  5. 5. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 5 There are Many Different Types of Brands PRODUCT/SERVICE
  6. 6. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 6 There are Many Different Types of Brands PLACES
  7. 7. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 7 There are Many Different Types of Brands GOVERNMENT
  8. 8. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 8 There are Many Different Types of Brands CELEBRITY
  9. 9. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 9 Do You Recognize Him? His 6- Second Story? What About This?
  10. 10. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 10 Why Not You?
  11. 11. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 11 Name That Brand
  12. 12. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 12 How Many Did You Get? TWITTER DOMINOES NASA ADOBE KODAK BLOCKBUSTER MITSUBISHI
  13. 13. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 13 We are going to change the status quo; we are going to transform people’s personal and professional lives. Why Everyone’s Favorite Example: Why/What/How We use the integration of technology and UI design to create options and offerings that did not exist previously. What We will deliver new types of computers, devices, services aimed specifically at individuals. How Headline: The company that changed the world one customer at a time 6-Second Story Think Different
  14. 14. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 14 We are enriching lives by letting people communicate the way they want, when they want and where they want Why Another Example: Why/What/How We empower people to quickly and easily get connected with mobile devices and importantly, we keep them connected What We manage a robust and dependable communications network that provides connection for a variety of devices How Headline: After being voted the best, there’s only one way to go… Better. 6-Second Story Power to You
  15. 15. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 15 What are the Markers of an Effective Brand Story? • The Brand Narrative is a story that energizes and engages people to take action and drives them to achieve the destination. • It prompts the emotional benefits that the brand promises to deliver to the audience. • It features a hero, and in this case, the hero should be the audience (not the brand). • It is delivered with “ruthless consistency” and focus - every communication and experience is aligned to enhance the audience’s understanding of the unique story of the personal brand Do key audiences easily understand your vision, purpose and value? Does the value of what you do come through to key audiences in every communication, every interaction and engagement with your personal brand? Is what you say and do consistent with what you actually do and aspire to do? Simplicity Clarity Alignment
  16. 16. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 16 Exercise 1 – Write it Down! Why do you exist? Why do you do what you do? Why should someone work with you? Why should they care about you? Story The Right Story SIMPLICITY CLARITY ALIGNMENT Why
  17. 17. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 17 Exercise 2 – Write it Down! What do you actually do? What problems do you solve? What do you do to demonstrate your ‘why’ to people? Does your ‘what’ change depending on the audience? Story SIMPLICITY CLARITY ALIGNMENT The Right Story What
  18. 18. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 18 Exercise 3 – Write it Down! How do you deliver on the ‘what’ and the ‘why’? How do you solve problems? How are you different? Does your ‘how’ change depending on the audience? Story SIMPLICITY CLARITY ALIGNMENT SI The Right Story How
  19. 19. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 19 Exercise 4 – Write Your Headline! Story The Right Story SIMPLICITY CLARITY ALIGNMENT Destination Headline 5 Years from Today… What does the headline in the Wall Street Journal say about YOU?
  20. 20. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 20 Exercise 5 – Bring it All Together! Story Your 6- Second Story SIMPLICITY CLARITY ALIGNMENT What does your audience need or want? Why do you matter and what do you bring to them? Why should they care, why should they pick you? How can they personally relate to your story? How can you make them the hero of your story?
  21. 21. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 21 Next Steps 1 Synthesize Your Notes from the 5 Exercises 2 Refine Your Personal 6-Second Story Draft 4 Test Your Story with “Friendly” Audiences - Ask for Honest Feedback 5 Adjust and Present New Versions of Your 6-Second Story to Your “Friendlies” 6 Practice with ~10 Targeted Audiences and See What Happens! 3 Identify a Few “Friendly” Test Audiences
  22. 22. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 22 @toprightpartner topright

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