Developing YOUR Personal Brand

What Is Personal Branding?

“Personal branding describes the process by which individuals and entrepreneurs differentiate themselves and stand out from a crowd by identifying and articulating their unique value proposition, whether professional or personal, and then leveraging it across platforms with a consistent message and image to achieve a specific goal. In this way, individuals can enhance their recognition as experts in their field, establish reputation and credibility, advance their careers, and build self-confidence.”

Dan Schawbel – Author, Publisher, Blogger and Director

Why Do We Like These Brands?Brand Brand Promise

Quality, Service, Cleanliness & Value

To bring inspiration and innovation to every athlete in the world.

We make it easier to love technology, so that you can experience the future.

Go Further

Why Brand YourselfWhich of the following is true regarding workers 40 and older (True or False)?

Less motivated

Less willing to seek training

More resistant to change

Not as trusting

More likely to have health problems affect work

More vulnerable to work-family conflicts

FALSE

TRUE

FALSE

FALSE

FALSE

FALSE

Source: www.strategy-business.com; “Stereotypes and the Older Worker”

Why Brand Yourself

BRAND OR BE BRANDED?

Why Brand Yourself

Why Brand Yourself

• Define Yourself – What do you want to do? Who are you? Answer: I love to do…

• Define Competition – How do you stack up? Are you missing opportunities? Answer: I do this by…

• Define Customer – What do they want? How can you help them? Answer: Now I want to…

Overview• Who are you?

• Why differentiate?• What is your SWOT?• How can you fill holes?

• Who is your competition?• What is their brand promise?• What is their marketing strategy?• Why should you care?

• Who is the customer?• What do they want?• How can you help them?• Do they even know about you?

Why Differentiate?Who are you?

What your brand does well.

What your competitor does well.

What your customer wants.

Table Stakes

Your Advantage

Their Advantage

Doesn’t Matter

What is a SWOT

S W O T

Who are you?

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S

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S

P

P

O

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T

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N

I

T

I

E

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H

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What are Your SWOT’s?

QUESTION MARKS (opportunities)

DOGS (weaknesses)

SWEET SPOTS (strengths)

SHINING STARS (threats)

To help you understand your strengths, picture yourself as a competitive product in the marketplace. A personal strength is an asset to you as a product and can be used as a way to differentiate yourself from others when interviewing or trying to obtain your next promotion.

I love doing these things and I’m good at doing them.

Try comparing yourself to people you’ll likely compete against for that next job or promotion. Then, as objectively as possible, judge your threats and determine possible ways to overcome them.

These could move into my sweet spot with additional training. I like them but I’m not real good at them.

A personal weakness is a liability or an area of opportunity for growth. These are characteristics you could improve upon to increase future job opportunities. Examples: Disorganized, uncomfortable speaking in front of groups, tendency to procrastinate, poor listener.

I’m not good at these things and I don’t like them very much.

Talent

No Talent

Dislike Love

A question mark skill is something you are good at but may not mesh with your goals and visions of what you want to do.

I’m good at these even though I don’t like them very much.

Who are you?

What are Your SWOT’s?

QUESTION MARKS

DOGS

SWEET SPOTS

SHINING STARS

Talent

No Talent

Dislike Love

Who are you?

• Managing Trademarks/Legal Liaison• Matrix reporting structure

• Marketing Collateral Development• Project Management• National Program Development• Brand Message Development• Account Management• Marketing Strategy• Market/Customer Analysis

• Contract Development/Maintenance• Purchasing• Budgeting/Finance• Logistics

• Merchandising• New Product Development• Supervising/Motivating• Customer Business Reviews• Gathering market analytics• Social Media

What is your vision?

• Vision• Forward Thinking –You have the power to change!• Think out 10 years (minimum)• If you could wave a magic wand what would you like to

do tomorrow, the next day and 10 years from now?

Who are you?

• Drill down into purpose.• Why do you do what you do?• Why did you choose your profession?

• Defining moments – tell your story• How did you get here – triggers• Why did you make the career decisions you did. Did they pay

off? Why?, Why not?• Do you want a different result?• LinkedIn Recommendations and other’s feedback help

What is your vision?• Drill down into purpose.

Why do I do what I do?• To provide for my family.• To help people and organizations realize their potential.

Why did I get into this business or career?• I wanted to be more than a 1-trick pony. I didn’t want to be known as

just a buyer. The food business seemed like a “stable” industry – everyone needs to eat, right?

• VisionWhere do I want to be?

• A go-to person for branding/marketing process improvement and project management.

What would I like to accomplish?• Leave a legacy for my kids.

• Defining moments – tell your story (PAR’s, STAR’s, etc.)

Who are you?

Tie It All TogetherYour Unique Value Proposition

WOW! HOW?

Think of is as your “WOW-HOW”.

Who are you? Your Branding Map

Social Media

Helping Companies target their brand message using

the latest in marketing content tools and technology.

Project Management

Providing the tactical roadmap for implementing

marketing strategies internally.

Analytical

Using Microsoft Office applications (Excel, Word, PowerPoint, Project) for

quantifying strategic insight.

Strategy

Generating strategic insights used in driving the Marketing engine from data gathered from customers, suppliers, brokers and the industry

I HELP FOOD COMPANIES SATISFY CUSTOMERS BY

COMMUNICATING PRODUCT AND SERVICE SOLUTIONS

Value Proposition

WOW

HOW

Who are you?

Source: Personal Branding – Beloved Brands – June 16, 2013

How can you fill holes?

Why Differentiate?Who is your competition?

What your brand does well.

What your competitor does well.

What your customer wants.

Table Stakes

Your Advantage

Their Advantage

Doesn’t Matter

How do I Define My Competition?Who is your competition?

What is their brand promise?Who is your competition?

What is their Marketing Strategy?

Who is your competition?

Why should you care?Here are 7 things InterviewSuccessFomula.com found out about the job search process that you probably didn’t know:

1. There were 3.6 million job openings at the end of 2012. About 80% of available jobs are never advertised.

2. The average number of people who apply for any given job: 118. Twenty-percent of those applicants get an interview.3. Many companies use talent-management software to screen resumes, weeding out up to 50% of applications before anyone ever looks at a resume or cover letter.4. On average, interviews last 40 minutes. After that, it usually takes

24 hours to two weeks to hear from the company with their decision.5. What do employees look for before making an offer? About 36% look for multitasking skills; 31% look for initiative; 21% look for creative thinking; and 12% look for something else in the candidate.6. In the U.S., 42% of professionals are uncomfortable negotiating salary. By not negotiating, an individual stands to lose more than $500,000 by the time they reach 60.7. More than half (56%) of all employers reported that a candidate rejected their job offer in 2012.

Who is your competition?

Source: Forbes Magazine – Jacquelyn Smith – 4/17/2013

Why Differentiate?Who are you?

What your brand does well.

What your competitor does well.

What your customer wants.

Table Stakes

Your Advantage

Their Advantage

Doesn’t Matter

What do they wantWho is the customer?

Job Descriptions

How can you help them?Who is the customer?

Do they even know about you?

70% of recruiters use LinkedIn to find candidates. They use it as the primary source, and follow up with a traditional resume only when they find the capabilities they are seeking.

Jennifer Hay – Information Technology Resume Service

Who is the customer?

Most Important LinkedIn Sections

• Headline & SummaryWhy? Recruiters perform straightforward keyword searching.

• ExperienceWhy? More opportunity for keyword usage.

• GroupsWhy?  To observe quietly what leaders are talking about, and who else contributes to the discussion. This way they can see easily who really has the combination of knowledge and the communications skills that everyone claims to possess.

• FollowingWhy? Make sure to stay extremely current in your field, and show it by following the people who will benefit you by your association with them.

Who is the customer?

Who is the customer?

Communicate Your Brand

Cover Letters

Resumes

Handbills

Business Cards

LinkedIn Profile

Other Social Media

Networking

+ =

Why Continually Refresh?Brand Promise Now Brand Promise

Then

Quality, Service, Cleanliness & Value

To bring inspiration and innovation to every athlete in the world.

We make it easier to love technology, so that you can experience the future.

Go Further

Look for the golden arches (1961)

There is no finish line. (1976)

Byte into an apple. (late 1970’s)

Have you driven a Ford Lately? (1980’s)

QUESTIONS?