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Personal Branding From the Inside Out
&
ResonanceThe Invisible Hand of Marketing
Getting the Pulse
Biggest Challenge – Transitional Periods
• “The unknown of being in between projects. Getting new work or renegotiating existing work.“
Needs / Aspirations – A Differentiated Personal Brand
• “I’d like support with my personal brand. It’s a great way to tell your story.”
• “I want to have a key differentiator. It would help me in the interview process to get more work.”
• “I’d like to communicate my own uniqueness and strengths – why choose me over someone else?”
• “I’d like to communicate the value of what I do.”
Source: Taken from the end of year 2014 EM Consultant Feedback Summary Report.
Engineering
Study Abroad
Thesis
Programming
Start-Up
Travel Abroad
Soulful Brand &EM Marketing
Start Up
Rigoli Coaching & Consulting
That Little Voice
Other Voices
Corporate
Changing Your Center of Gravity
“Don’t be better. Just be Different.”~Steve Jobs
“Just be Yourself.”
• “Describe what motivates you and how it shows up in your work.”• “Don’t’ use buzz words”• “Add your volunteer experience to show more of who you are.”
~ Catherine Fisher (Director Corp Communications, LinkedIn)
• “Differentiate yourself in a remarkable and memorable way.”• “A short version of why you do what you do.”• “Be authentic – what you do is also who you are.”
~ Personal Branding Articles on LinkedIn)
Resonance with others starts withresonance in yourself
What Amplifies Resonance?
Relevant +Relatable Language
What I do + say is aligned with
who I am
Clear purpose + customer value
BRAND INTENTION
BRAND ALIGNMENT
INTEGRATEDMESSAGING
Key ingredient in the new brand paradigm
INSPIRATION
GROUNDING
WHO you work with(profile, challenges, needs, aspirations)
WHY you care about your business(note: a deeper dive on next page)
Brand Intention consists of knowing...
WHAT you offer(services + benefits / impact)
HOW you achieve outcomes for others(talents, skills, approaches, guiding principles)
Elements Of The Why – You can include one or more
NOTE: PASSIONS can also be considered part of the WHY, which may be connected more to personal hobbies/endeavors.
For a more detailed read on the WHY: click here
Case Study Examples
A.
WHYA. STORY
“scored an internship at a local PR firm, fell in love with marketing, ditched the science, and never looked back.”
HOWB. TALENTS & SKILLS
“working magic behind the scenes. The lady behind the curtain…
“making sure campaigns look strong and cohesive…
“creates the words and images that customers see.”
B.
Case Study #1
WHATC. SERVICES
“developing and managing a multi-channel program for ebay sellers…Facebook, Twitter, LinkedIn Group, Blog…”
D. SERVICES“content creation, publishing, monitoring and community management, as well as metrics and analytics to drive continual optimization.”
C.
D.
HOW E. TALENTS & SKILLS
“an eye for interior design”
“constantly rearranging the furniture, skimming design blogs, pinning new ideas to Pinterest like mad.”
E.
F.
E.
WHYF. PASSIONS
“spending time with her six-year-old son is her favorite pastime. With him she gets to enjoy amusement parks water slides, BMX parks, and of course a whole lot of Legos.”
HOWB. TALENTS & SKILLS
“An empathic and analytical mind”
Case Study #2
WHYA. STAND
“<Marketing is>…an ideal fusion of creative arts, analytics, and psychology.”
B. STORYSpent 5 years working with his father. A unique understanding of small business owners.
WHAT C. SERVICES
“Brand Marketing, Process Excellence, Search Marketing, Direct Marketing”
C.
A.
B.
WHOD. “Affinity for Start-Ups”
D.
WHAT A. IMPACT
“Managed $1.2M in annual paid search spend.
Delivered 93% in CTR and 31% increase in lead conversion rate.
A.
A.
B.
C.
WHYA. VISION
“build products that people love.”
STAND“I believe the most successful technologies come from building relationships that bridge human needs with engineering innovation – putting technology to use ‘for’ people. This is as much art as it is engineering.”
HOWC. TALENTS & SKILLS
“strive to understand who my users are and how they feel.”“an entrepreneur at heart”
WHATB. SERVICE
“a full-stack developer, software architect and product manager.”
Case Study #3
WHYC. STAND“we think when brands and influential
storytellers come together, powerful stories will follow that people love to read and share.”
HOWB. TALENTS & SKILLS
“I quickly learned the often challenging balance of being the software architect, developer, product manager, and accountant.”
WHYA. VISION
“a vision to empower marketers through mobile technologies.”
C.
B.
A.
Case Study #4
WHO she works with:
HOW she works:WHY she cares:
WHAT she offers + impact:
INSPIRATION
GROUNDINGNon-profits that want to demonstrate the power of their good work & raise $
A team of passionate journalists creating “stories that feel” (journalism, coaching, video)
Cara believes that the stories we choose to tell shape our culture
Mini-documentaries that increase investment dollars+ # of supporters
Brand Intention...boiled down
Cara Jones founder
NOTE:Check out http://storytellersforgood.com to see integrated messaging on web site.
“We raised three times what we have ever netted before.”
“Storytellers for Good has been our most successful marketing tool.”
“A transformative experience for our organization.”
Growth + Client Impact
Contact Info
For Customer Research, Brand Strategy / Market Positioning Inquiries for [email protected]
For Personal Branding / Career & Leadership Coaching Inquiries for Entrepreneurs & Business [email protected]
Cell: 650-224-1968
