building a personal brand
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How do you build and manager your reputation and personal brand online?TRANSCRIPT
Building a Personal Brand
Adrienne RoyerYPACApril 10, 2009
Why Build a Personal Brand?
Establishes yourself as an expert or a leader in your field
Sets you apart in the job market Enables you to launch that book,
music career or business that you dream about
Proactively puts YOU in charge of your “digital footprint”
Why Should You Care?
If you’re engaged in social networking or blogging, you have an online reputation
Google is the new resume The Web is forever Information and pictures on the web can
have dire circumstances: In extreme cases, Facebook photos have
increased criminal sentencing. Insurance companies use the Web and social
media to check for fraud
Who’s Looking at You?
It’s a mistake to think that only your friends are online and Googling or Facebook/Twitter stalking you
2/3 of Facebook users are over 35Fastest growing demographic of those
on social media is the 65+ group. 45% are on a social network.
Who’s Online
How does this affect me?
Adrienne
social media fans
Friends & Family
Nonprofit Community
&Colleagues
Politics
Adrienne’s online community
How does this affect me?
Bottom line: Everything you do online aggregates into your personal brand identity
What is a brand?
Branding allows a company to differentiate themselves from the competition and, in the process, to bond with their customers to create loyalty. So a position is created in the marketplace that is much more difficult for the competition to poach. A satisfied customer may leave. But a loyal
one is much less likely to.
-MarketingVoxhttp://www.marketingvox.com/
the_definition_of_branding-011611/
What is a Personal Brand?
Personal branding is how we market ourselves to others -Dan Schwabel, www.personalbrandingblog.com
Simply put, your personal brand is you. It’s who you are. It’s your skills, the way you carry yourself, your individuality, your traits, your persona. It’s what you can do and what void you fill that no one else can. You can’t fake it. Personal brands are built on being genuine and letting people see you as you really are. -Lisa Barone, BruceClay.com
You Can Do It!
The good news -- and it is largely good news -- is that everyone has a chance to stand out. Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of remark.
-Fast Company, “The Brand Called You,” Dec. 18, 2007
Elements of a Personal Brand
Relevance to the market or niche Consistency of behavior Relationship-building Loyalty to the customer is returned-Steven Van Yoder, Building a Personal Brand: The Brand
Called You
The Personal Branding Process
The personal branding process (DCCM)
1. Discover2. Create a presence online and offline3. Communicate via real world conversations and social media4. Maintain and grow as your brand/career progresses
-Dan Schabel, www.personalbrandingblog.com
The Personal Branding Process
1. Identify your strengths2. Give back—take time to get involved in
your community. Volunteer or serve on a board. Your personal brand is just as important in the real world as it is online
3. Get other people to sing your praises4. Be visible-Lisa Barone, BruceClay.com
Success Stories
While a Georgetown University undergraduate, James began using a cheap webcam in his dorm room to create video commentaries analyzing the use of YouTube in the 2008 Presidential campaign.
Within three months, he hosted Congressman Ron Paul in the first-ever dorm room interview with a Presidential candidate. He went on to interview a total of six Presidential candidates including Senator John Edwards, Senator Chris Dodd, and Governor Mike Huckabee.
Politico.com
James Kotecki
Success Stories: Wine Library TV
Your Brand=Your Reputation
“The only way to be successful in business is by establishing a good reputation, and a brand can help you do that. Your reputation works as your strongest marketer by communicating the relationship you have with people who've done business with you, and your target market in general.”
-Steven Van Yoder, Building a Personal Brand: The Brand Called You
Your Brand=Your Reputation
Be transparent Privacy and boundaries no longer
exist Your private life is visible to your
professional life and your professional life is open to your private life
Live by the Golden Rule The Internet has turned the world
into a small town
What are people saying?
“The key to any personal branding campaign is "word-of-mouth marketing." Your network of friends, colleagues, clients, and customers is the most important marketing vehicle you've got; what they say about you and your contributions is what the market will ultimately gauge as the value of your brand. So the big trick to building your brand is to find ways to nurture your network of colleagues -- consciously.”
-Fast Company, “The Brand Called You”
How Do I Build My Personal Brand?
Warnings: Think twice about posting Don’t use social media to vent Regularly update privacy settings
Every time Facebook changes, so do your privacy settings
Take advantage of Google Alerts Set up an alert for your own name
Strategies for Personal Branding
Engage, Engage, Engage! Follow opinion/though leaders, people you admire
and professionals in your field Tweet or talk to them. After all, they’re just
people. Set up a blog about your passion/expertise and
write away. Research other blogs and comment. Exchange links and reach out.
Build a community Create an online hub either through your blog or
Facebook. Offer to guest-blog
Strategies for Personal Branding
Develop a “style.” Focus on topics where you have something new to
say or can add to the conversation Add layers and keep it fresh Develop viral content Only participate in what you enjoy Keep learning Build your brand (skills, knowledge, etc.) not YOU. Build relationships with as many people as
possible-www.skelliwag.org
Evaluating Your Personal Brand
According to Fast Company, evaluate yourself:
1. Be a great teammate and a supportive colleague.
2. Be an exceptional expert at something that has real value.
3. You've got to be a broad-gauged visionary -- a leader, a teacher, a farsighted "imagineer."
4. You've got to be a businessperson -- you've got to be obsessed with pragmatic outcomes.
Resources
The Socialization of Your Personal Brand by Brian Solis
www.briansolis.com Personal Branding Blogwww.personalbrandingblog.com How to Start (or Start-over) Building
Your Personal Brand www.skelliwag.org