Brand YOU! - University of California, Berkeley · Today, we will cover: Brand Clarification. Brand...

Brand YOU!Bringing the *personal* back into branding.

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Today, we will cover:

Brand Clarification

Brand Tools: Resume & LinkedIn

Networking

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BrandClarification

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A person’s gut feeling about a product, service, or entity.

Shorthand for: experience, emotions, values, priorities.

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How do you cultivate a successful brand?

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“A buh-buh buh buh-buh!

...easy as 1,2,3…”

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Be better than the competition.

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Be better than the competition.

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Be different, be YOU.111

Consider your passions & purpose.

Strengths

Communication Style

Values

Passions

What do you believe in?What are you willing to commit to?

What do you LOVE? What drives you?

What are you good at?

When are you “in flow”?

What do you never want to do

again?

How do you interact with the world?

What brings you energy?

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What can this story tell us?

Injecting the personal into the professional can boost performance & the quality of care.

“...people will forget what you said, people will forget what you did, but people will never forget the way you made them feel.”

- Maya Angelou

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Make it concrete & personal.

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What is your brand difference?

How does this match your audience’s needs/values?

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Craft your brand statement.

Narrative

Brand Statement.

StrengthsPassionsValuesCommunication Style

What the target audience needs, wants…

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Your Professional Bio. Guidelines: - 200 words long- Contains important transferable accomplishments- Conveys personality- Memorable

Job Changer? As a ____ I was good at ____ because _____. That is why I would be a great ____.

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Always be innovating.3

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Brand Tools:Resume & LinkedIn

your professional commercial: showcasing experience, strengths & skills. 25

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How long, onaverage, will peoplespend reading yourresume?

10 – 15 seconds!27

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Functional Resume Format:• Especially helpful if

you are switching careers

• Focuses on transferable skills

• Can be a “hybrid” format.

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Functional Resume Format:• Especially helpful if

you are switching careers

• Focuses on transferable skills

• Can be a “hybrid” format.

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Have a descriptive headline.

● Associate Director at UC Berkeley ● Director of Student Affairs at UC Berkeley ● Marketing, Communications, Brand Strategy● Helping Teams Deliver.

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Write a compelling summary.

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Write a compelling summary.

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Be active and show your interests.

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Your Brand +Networking

building a learning & collaborativecommunity. 36

Networking....

Umm, that’s seems a bit sleazy – not really my style.

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Networking....is just asking for directions.

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Informational Interview

Job Interview

So, how might you

fit in here?

That’s so interesting!

Conversation

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What directions are you looking for?

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Final Notes. 41

Make it easy for others to understand your strengths and

what is unique about YOU.

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Capture the goldfish. 43

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Rebecca Andersenrander@berkeley.edu 47