THE BRAND CALLED

Presented by Colin Anstie CEO of Raging Digital

YOU

2017

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What is Personal Branding?

Definition

"Your brand is a perception or emotion, maintained by somebody other than you, that describes the total experience of having a relationship with you.“

Grow Your Personal Brand

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Your Audience

Amplify Your Brand Online

Expand Your Brand Offline

Your Brand2

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Exercise 1 – Who is your Audience?

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1.Who is your perfect audience?

2.Describe 100 of them

3.What are they interested in?

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Exercise 2 - Establish Your Brand

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1.What are you amazing at?

2.What do you want to be seen as an expert in?

3.How do you want to be perceived?

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Amplify Your Brand Online

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What does your photo say about you?

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What not to do

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Update your Contact Details

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Write an Open Letter to your Target Audience

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Identify your Target Audience - CEO

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Identify your Target Audience – Sydney + Finance

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Identify your Target Audience - Bank

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How do I connect with them?

“Hi Doug, Hope you’re well. I came across your profile and noticed you’re the CEO at Commonwealth Bank Group Super. I also noticed we are mutually connected to Peter Holding and Robert Weller. I'm a specialist in Digital Marketing. I’d like to connect on LinkedIn. Regards, Colin

“Hi [FIRST NAME], Hope you’re well. I came across your profile and noticed your [[JOB FUNCTION] [LEADERSHIP]] role at [COMPANY]. I also noticed we are mutually connected to [CONNECTED NAME] [and [CONNECTED NAME]]. I'm a specialist in [YOUR VALUE PROPOSITIONS]. I’d like to connect on LinkedIn. Regards, [YOUR FIRST NAME]

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Content Planning Inspiration

What are the most frequently asked questions your customers ask?

What is the story behind your new product or service?

What is a statistic about your customer base?

What is the biggest misconception people make about your company?

What is a hard truth your customers need to hear?

What is your opinion about where your industry is headed?

What are the biggest myths in your industry?

Who are the people that work with your company and how did they come to be with you?

Write about legislation changes that might impact your industry

What do your customers need to know to make good purchasing decisions?

What are the first 3 things someone needs to become an expert in your field?

What is a lesson you learned in the last year?

What is the story behind the founding of your company?

What is a customer success story that you can share?

Write an open letter to....

How did your company get its name?

What is a day in the life of your company like?

Provide a checklist relevant to something your customers might do.

What is a complete how to that will guide customers through an important lesson?

Who is an industry leader that you could profile/interview?

What would you add to someone else's article? What did they miss?

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More Content Planning Inspiration

What is the best suggestion you've had from a customer?

What was the biggest challenge your company had in the last year?

Project forward - where will your industry be in 5 years? Make a prediction?

What is a quote that applies to your business/industry?

What 10 customers, peers, staff could you ask a single question of and create a wrap up article on?

Sum up the year that was.

What is the most innovative use you've seen for one of your products?

What two products could you compare and contrast?

Review a book your customers should read

Who is a customer you could profile/interview?

What is a hot discussion/debate that happened in your company recently that you could recap or involve your readers in?

Review a tool, product or service relevant to your customers

Write up a talk or presentation you gave

What is the history of your industry - from inception to today.

Record a conversation your team is having (podcast or video)What is your biggest passion?

Create an award for your industry What are the biggest secrets about your industry?

What is your biggest passion?

What mistakes have you made and what did you learn?

Provide a wrap up of must read/follow blogs and/or social media accounts in your industry

Review a tool, product or service relevant to your customers

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Content Marketing

THIRD PARTY CONTENTSydney Morning HeraldThe AgeFinancial ReviewABCASXThe AustralianForbesBRWSky NewsSmart CompanyCIO IT Wire

INDUSTRY FOCUSED Efic AusTrade ABCExport Awards Business SpectatorVisaLink

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Content Marketing / Google alerts

Content filterLocationFilter

Tools• google.com.au/alerts• piktochart.com• canva.com

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Content Marketing / Best practice content

The content must build demand for the Social Sellers products or services. It must provide expertise, insight, or add value to the industry/category that the Social Seller works within.

Do not use articles written by a competitor, or articles that support or promote competitors. Mentions of other brands are fine, but they need to position the Corporate Brand of that Social Seller within the brands mentioned.

DEMAND

Ensure there is 1 or more insights within the content. Ask yourself what value, opinion, perspective, interpretation or angle can you bring to the piece? How can you prove you are an expert to your prospects? How can you prove you are a thought-leader?

INSIGHT

COMPETITORS

Articles should be fact-led, humble, not salesy, promotional, arrogant, domineering or offensive. All articles need to be ‘Disney-like’ in their impact on customers, they need to leave a smile on the face of the customer.

TONE

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Content Marketing / How to write a status update

• Always start with the Product you’re trying to sell

• Always think of your Prospect’s needs first

• Always give an Insight to them• Never expect anything in return (Mother

Teresa)• Ask your colleagues: “How do I come

across in this?”

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Call to Action

“Hi Doug,

Hope you're well. We've been connected on LinkedIn for some time now, so I thought I'd get in touch.By the way, I read your interview in the March BRW Magazine– loved your quote on your company’s reasons for success.

Not sure if you're aware, but I work for Raging Digital and we are specialists in Digital Training, Digital Strategy and Public Speaking. Our clients include Microsoft, IBM and Sanyo.

I’m aware that you are the CEO at Commonwealth Bank Group Super, so I was wondering whether you'd be interested in meeting over a coffee on Tuesday or Wednesday morning?

It would be great to hear more about your plans for the rest of the year with your Sales and Marketing approach.

Look forward to your thoughts.

Best wishes,Colin0429 864 884

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Where is your Target Audience?

Top ToolsFollowerwonk: https://followerwonk.com/bio

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Expand Your Brand Offline

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Expand your Brand Offline – Public Speaking

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Many organizations have local meetings and national conferences, as well as virtual speaking platforms like monthly online trainings for members, blogs and podcasts. Don’t hesitate to research and then pitch yourself

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Approach the Media

Top ToolsFollowerwonk: https://followerwonk.com/bio

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Expand your Brand Offline - Media

Top ToolsFollowerwonk: https://followerwonk.com/bio

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Expand your Brand Offline – Media Pitch Yourself

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1. 1 Paragraph: You, Expertise and Pitching For • ie Expert Financial Advisor on Today

2. 2-5 Points: Why your narrative is relevant compelling and timely

3. 1-2 Sentences: Why you are perfectly positioned to talk on this subject to this outlet

4. 1 Page: Bio, Achievements, Availability, Contact Details

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Are You Ready?

Thank you and Questions

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Let’s stay connected• LinkedIn: Colin Anstie• Twitter: @colinanstie