the keys to discovering a meaningful career – by soulful brand

The Keys to Discovering a

Meaningful Career

Ryan Rigoli &

• My Story

• A Personal Brand Framework

• An Example

• Now You Try

Agenda

Engineering

Study Abroad

Thesis

Programming

Start-Up

Travel Abroad

Soulful Brand

Start Up

Rigoli Coaching & Consulting

That Little Intuitive Voice

Other Voices

Corporate

By moving through the tough times we can find the gold,

if we pay attention

Sometimes the biggest learnings are

in the dips of life.

Any decision you make can eventually bring you

back to what gives you meaning

If you let go of trying to ‘do it all’ and let others support you

“Don’t be better. Just be Different.”~Steve Jobs

“Just be Yourself.”

How can we change our center of gravity?

We all have a unique tone that guides the way

Relevant +Relatable Language

What I do + say is aligned with

who I am

Clear purpose + customer value

BRAND INTENTION

BRAND EMBODIMENT

INTEGRATEDMESSAGING

When all work together, we create a deeper resonance, first within ourselves, and then with others

What amplifies the Resonance of our unique tone?

Why

How

WhatBrand IntentionStarting with Why

• “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)

A Connection to The Brain

• “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)

• “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

What the experts say – Just be yourself

INSPIRATION

GROUNDINGWHO you work with(industry, challenges, needs, aspirations)

WHY you care about what you do(note: a deeper dive on next page)

WHAT you offer(service + results / impact)

HOW you achieve results for others(talents, skills, approaches)

Your Unique Value Proposition consists of knowing…

Passions

VisionCornerstone

Moments

Stands

Why you care about what you do

Examples of Talents• Bringing order to chaos (In a process vacuum, I’ll create one)• Helping people’s voices to be heard• Inspiring new creations• Connecting the dots and seeing the forest from the trees

Examples of Skills • Marketing • Accounting• Project management• Carpentry

How you go about doing what you do

WHO I work with:

HOW I work:WHY I care:

WHAT I offer + results:

INSPIRATION

GROUNDINGEntrepreneurs and business leaders unclear about their uniqueness & message

Uncovering the uniqueness and deeper wisdom within people and organizations (using brand strategy, research, & coaching skills)

To deepen connection in the workplace and the marketplace(stand – ”resonance with others starts with resonance in ourselves”)

Clear brand + authentic marketing message that build deeper trust with their audience

Ryan’s Unique Value Proposition

Engineering

Study Abroad

Thesis

Programming

Start-Up

Travel Abroad

Soulful Brand& EM Marketing

Start Up

Rigoli Coaching & Consulting

That Little Intuitive Voice

Other Voices

Corporate

An Example on a LinkedIn Profile

Case Study #1

A.

B.

D.

C.

.

WHYA. STORY

“developing brands, and business leaders, that deepen connection in the workplace and the marketplace.”

HOWB. TALENTS “uncovering the unique essence of a brand

(and the unique gifts within individuals)…”

WHOC. AUDIENCE

“entrepreneurs and business leaders”

WHATA. SERVICE “brand strategy & leadership development.” BENEFIT / IMPACT “stand out with a unique message in their

market, while staying true to themselves.”

Case Study #2

WHATA. SERVICE “marketing communications projects.”

“produce polished documents of all sorts from web content to thought leadership articles.”

WHYB. STORY

“after dipping my toes in almost every type of writing imaginable…”

WHOC. AUDIENCE PROFILE

“technology and education companies.”“my favorite clients let me help them and also teach me something in the process.”

B.

A.

C.

WHATE. RESULTS

“I work with clients to ensure their campaigns read well and get results.”

HOWD. TALENTS & APPROACH “Where I excel is customer facing

communication.” “It’s fun to be behind the scenes,

deciding what customers learn, discussing strategy, and then creating something awesome.”

WHYF. PASSIONS

“a weakness for vintage cars and love geeking out at antique auto shows.”

D.E.

F.

A.

B.

C.

WHYA. VISION

“to 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 “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

INSPIRATION

GROUNDINGWHO you work with(industry, challenges, needs, aspirations)

WHY you care about what you do(story highlights, stands, vision)

Now You Give It a Try

WHAT you offer(service + results)

HOW you achieve results for others(talents, skills, approaches)

Exercises to Uncover Your Unique Value

Proposition

Directions

Finish the statements on the each of the following slides to help you develop your unique value proposition.

What you come up with can serve as a foundation to help you write your LinkedIn profile summary, bio, cover letter, and other promotional pieces about yourself.

Question #1 – (Why) STANDS / CORE BELIEFS

• One of the biggest learnings I’ve had in my career is <…>.

• Because of that experience I now believe strongly that <…>.

**Question #2 – (Why) ASPIRATIONS / VISION

• When I look back at the end of my career, my biggest hope is that I would have helped to <…>.

• My hope is that I would be able to bring the values of <…> into my work.

Question #3 – Overall PASSIONS

• If I were to go to the bookstore, the sections that I would naturally gravitate towards are <…>.

• The types of conversations that I love having the most are <…>.

• I lose track of time most when I’m <…>.

Question #4 – (How) TALENTS

• No matter the job, I have always been able to <…>.

• No matter the job, I have always loved conversations about <…>.

• My friends and colleagues have always told me that I’m good at <…>.

Question #5 – (How) SKILLS

• The most common skill/s I use at work are <…>.

• My top 1 – 2 skills are <…>.

Question #6 – (Who) AUDIENCE

• The kinds of challenges I gravitate towards most in a company (or project) are <…>.

• I like helping teams that aspire to <…>.

• I work with companies that <industry / product categories>.

Question #7 – (What) SERVICE

• If I were to boil it all down, the main service that I provide is <…>.

Question #8 – (What) RESULTS

• I’m most proud of the work I did at <…> where the results were <…>.

• The most common results I see when I work with clients are <…>.

I provide <services / type of work you do> (WHAT)

to <type of organizations / industries> (WHO)

that <challenges / aspirations>. (WHO)

After many years in marketing, I believe that <stand>. (WHY) which informs how I <…>

My sweet spot OR My specialty is <…> (HOW)

My clients report seeing <common results>. (WHAT). Some examples include <…>

My core skills are <…> (HOW)

I have a natural passion for <…> (Adds a personal touch)

One (of many) templates to help you get started

Thank you