branding for students
TRANSCRIPT
BRAND U: BUILDING
YOUR PROFESSIONAL
B R A N D
@brandbuzz © 2017 Amy DeLouise
Introductions
My Brand Transitions…
PA at TV production company
Freelance Location Coordinator and
Art Dept. PA on Hollywood Feature Films
Freelance Scriptwriter & Associate Producer
Production Company Owner & Exec Producer
Freelance Director, Author & Speaker
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Getting in Touch
www.twitter.com/brandbuzz
www.linked.com/in/amydelouise
www.plus.google.com/+AmyDeLouise
www.vimeo.com/amydelouise
www.amydelouise.com
www.Lynda.com/amydelouise
www.bit.ly/amznrealpeople
This presentation will be on SLIDESHARE
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Why Building Your Brand Matters5
Advance your career
whether you are staff or freelance
Make career changes and transitions
Connect to a community and resources
Today’ Agenda
Defining Your Brand Value
Defining Your Core Values
Defining Your Goals
Strategies for Getting There
A Few Do’s and Don’ts
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What’s Your Brand Value?
Why You Think People Hire You
Knowledge
Skills
Expertise
Equipment
Tools
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Why People Actually Hire You9
Attitude
Problem-Solving
Communications
Analysis
Teamwork
Good Judgment
Brand Value is About HOW
WHAT YOU KNOW
Knowledge
Skills
Expertise
Equipment
Tools
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HOW YOU DO IT
Attitude
Problem-Solving
Communications
Analysis
Teamwork
Good Judgment
Show Your HOW
Social media posts can demonstrate your brand value in action
“Have you ever wondered how water filtration works in our city? Check it out…”
“I helped solve this problem on set today”
“Just learned how to operate a jib today…awesome!”
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Resumes Should Include Your HOW
Summarize “soft skills” as well as “hard skills”
Prep references so they talk about your soft skills as well (“Latasha was a great problem-solver when we had a crisis on set…”)
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Take A Moment to Assess Your Brand Value13
How I do
things that
makes me a
valuable
member of
any media
production
team.
Jot down some talents you bring to
HOW you work.
Group debrief
Core Values are about WHY14
What motivates you?
For example…
Passionate about mission-driven content
Care about untold stories
Love working with new technologies
Thrive in a team environment
Interest in… (education, science, military, music, etc.)
“Core Values”
Take A Moment to Assess Core Values15
What makes
me get up in
the morning
and want to
make media.
Jot down your core values—WHY do
you want to be a mediamaker?
Group debrief
Your Portfolio Demos Your Core Values16
Sample Branding & Portfolios17
DP Autumn Eakin
http://www.aeakin.com/
DP Richard Chisolm
http://www.richardchisolm.com/
Editor Nicole Haddock
https://vimeo.com/41336804
Colorist Deborah Humphries
http://deborahhumphries.com/
Defining Your Goals
What’s Your BHAG?
Borrowing from Jim Collins
Successful individuals, like
successful companies, have
BIG HAIRY AUDACIOUS GOALS
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Examples of BHAG’s20
Steve Jobs: “I want to put a dent in the universe.”
Susan G. Komen for the Cure: ”A world without
breast cancer.”
Mattel: ”To be the premier toy brands — today
and tomorrow.”
Defining Your BHAG21
Big Picture, Long-Term Goal
Break it down into pieces you can achieve
This doesn’t mean you can’t do menial jobs and
other work to get you to where you want to be
Getting SMART About Big Goals
Specific
Measurable
Achievable
Realistic
Time-bound
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Take A Moment to Assess BHAG23
Big
Hairy
Audacious
Goal
Words or draw a picture or diagram
SMART goals to get you there?
Debrief
Strategies for Getting There
Make Your 3-5 Year Plan25
Brand and Core Values
What sets you apart
Skills and Assets
What projects, companies, courses can help you develop
BHAG
Something bold to reach for
Communities and Resources
People and networks to help you
Negotiating
Know your BATNA
Don’t let short term
obstacles undermine
your long-term goals
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Make Time for Your Goals
Keep resume up to date
Update portfolio
Networking IRL
Networking online
Update your skills
Maintain references
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Personal Branding
Do’s and Don’ts
DO Create Content for Sharing
Build a Body of Content
Reflects your BRAND, your CORE VALUES, and helps you get to your BHAG!
Photos increase shares, so use them
Use Metatags on videos, photos, PDFs like your resume
Connect to Trending Topics
Tie into trending issues and #’s
Also Post Evergreen Topics
Tools and tips that always work
Remember Future Clients and Bosses Will Search!
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Can you believe he
posted that and
wants to work here?
DO Find Your Communities30
Connect to communities IRL and also online
TIVA, Women in Film & Video, Blue Collar Post Collective, Photofocus, Lynda
Choose 2-3 digital platforms for your work-focused sharing
Blog
1-2 other platforms
Choose an automated sharing tool if you want to go beyond organic posting
Hootsuite
Sprout Social
Buffer
Commun.it
Networking Do’s and Don’ts
Do introduce yourself with something memorable about yourself (not crazy, just something not work related)
Don’t hand your card to everyone on earth
Do practice your “elevator pitch”
Don’t say it to everyone in every elevator
DO Use Twitter to Learn
Follow key people in a new field you want to join
Learn about leaders of orgs where you are interviewing
Get ramped up on new subject matter or tech
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Why Linked In is Relevant
Use LI search for 2nd
and 3rd level
connections
And/or use Google
site:linkedin.com/in/KE
YWORD
89% of HR people
have hired a position
using Linked In
97% using digital
searches
(Masters in HR)
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Be Careful on Facebook
Don’t post negatives about jobs or clients
Do be generous to thank others
Don’t post pics you don’t want future client/boss/HR to see
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Wrapping Up
3 Keys to Successful Brand
Storytelling
WHY you do this and HOW
Examples
Relationships
Online and in person
Authenticity
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