Career Branding

The 5x5 Method

The Shotgun MethodAnd why you should be avoiding it

Shotgun Method

0 Have you ever applied to 100 jobs online hoping for real results?

0 Do you think this method is sustainable for your career?

This is where your apps go…

Ready, Aim, Miss……..

0”I am going to blast content out into the world in the hopes of hitting interested customers”

0 a wide spread of applications to cover as much ground as possible, like a shotgun

Common Recruiter Complaints

Rambles On…….

Show me, don’t tell me

Not memorabl

e

Can’t Summarize Easily

Drive? Commitmen

t?

Too Many Clichés

Can’t explain you to others

What do you

actually give

the company?

Stand Out With Your Brand

A Brand is….

UniqueMemorable

Packaged

Summarize-able

Story Based

Purposeful

Real Value

BrandIt’s time to apply smarter

The 5 x 5 Brand Method5 Steps of

Building Brand

5 Steps of Communicating

Brand

The 5 x 5 Brand Method

0 Develop Seamless Self-Brand

0 Fuse Purpose & Skills

0 Better Communicate “You”

0 Develop Memorable Story

0 Attract Business Interest

Phase A5 Steps of Building Your Own Brand

Focus On You…

• Take a personal day

• Devote time to self discover

• Structure your identity

• Write everything down

Take Notes

Let’s Build Your Own Secret Sauce

yummy

I want that!

Skills Purpose Value Brand

Discover Define Structure

Package

Your Goal

12

3

Unearthing Your Brand Beneath

You’re going to start by

discovering your HOW

and then work backwards to the

core your WHY.

“WHY” is the heart of your brand

Step 1Discover Strengths – The How

Your Two SkillsetsProfessional

(learned) Personal (natural)

What are you good at naturally?

• Gallup’s Strengths Finder tool helps you locate your general abilities• Achieving, planning,

creating, collaborating etc.

• 170 Questions (click picture)

• 3rd Party assessment of abilities leads to deeper insights

• Better Understanding of SelfClick the pic for Strengths

Finder

…After the Questionnaire

0Copy top 5 strengths

0Read about them 0 (click picture)

0Highlight insights

Click the pic to learn

about your skills

Connect Professional and Natural Skills

Connect The Dots

Personal Skills Professional Skills

Communication

Teamwork

Achiever

Ideation

PowerPoint, Presentations

Project Management

Budgeting

Design

Step 2Discover Purpose – The Why

0Why do you keep preforming despite pressure and stress?

0What end result do you bring business?

0What do you keep coming back to?

Your Two Brand Purposes

Business Personal

Business Purpose (Mad Libs)

I am driven to help ____________________

by increasing ____________________ with

my unique ability ____________________ ,

resulting in ____________________ and

increased business value.

business or industry

hard business metric

skillset or ability

result

Personal Purpose

0Think of activities and things you like to do or make

0Ask yourself “WHY?” five times to drill down deeper

0Eventually you will hover over a few key points

With Purpose, Skills Come Alive

Your Skill Set Becomes Packaged

Recruiters Can See The Big Picture

You’ve Begun To Shape Your Brand…

Step 3Brainstorming & Concept Formation

Make a (handwritten) Master Sheet

Strengths Finder Skills

Professional Skills

Business Purpose

Personal Purpose

My(simple) Master Sheet0 Strengths Finder Skills - Relator, Ideation, Adaptability, Empathy,

Connectedness (plus information)

0 Professional Skills - Brand Building, Segmentation, Marketing, Strategy, Research, Analysis, Ideation, Design, Presenting

0 Business Purpose - I am driven to help medium size companies in X industry to develop loyal, repeat fans by cultivating and leveraging brand to drive sales and communicate a company's unique value.

0 Personal Purpose - I am dedicated to helping people communicate effectively by enlightening them to linguistic phenomenon, brand building insights and the innovation process.

Brainstorming GOALS

0Discover Insights

0Find Unseen Connections

0Develop Birds Eye View

0Connect WHY to HOW

Post-its Session

Stick up your strengths, purposes, ideas, drives and organize them! Can you make sense of them?

Voice Record Your Brand

Explain Your Brand With A Recorder in 2min. 1min. 30sec.

Then Listen.

Use Post-its to

Help You

Ask For Help

Ask for feedback to gain a deeper understanding of

how people perceive you

What are my

strengths?

Step 4Landor’s Visual Brand Driver

Develop Your Brand’s Visual Elements

Understand Yourself Visually

0Choose 9 images that you believe best describe your brand, career and personality

0The process will help you understand and visualize your brand elements and its perceptions

The Visual Brand Driver System

Make one for yourself and have others make one for you. Internal and External

perceptions – do they match?

9 images that form a brick, with each

image being drawn from a specific

category

What Do The Pics Say About You?

Write insights on your master sheet

Step 5Position Statement, Slogan & Packaging

Let’s Tie Your Brand Together…

…Polish The Seams

Your Slogan0 Simple Rules of Slogan

Building

0 5 Words Max0 Germanic Words Only!

0 Canine vs. Dog0 Achieve vs. Win

0 Connect purpose and your brand value

0 Your slogan should not be applicable to any/thing/one else – test it out

0 Prepare for frustration0 Example Slogans – click pic

My SloganCuriosity. Armed &

Lethal

Click the pic for

example slogans

Slogan Exercise

0Ask Yourself:

0 What is your core strength that drives all others?

0 What is your god particle?

0 What do you value the most that you want business to gain from?

Position Statement

0 Use your master sheet

0 Work on your business purpose

0 What end business metric will you influence?

0 What exact type of business or industry will you target? Why? Purpose?

Pick a Brand Story

0 Choose a poignant, memorable life story or lesson you’ve learned that spurned your core brand development

0 A Story overcoming challenges and showing growth

0 Use the story as a bridge to introduce yourself and what your brand offers businesses

Pick Two Brand Hobbies

0 2 Hobbies to reinforce and demonstrate your drive

0 Ex. I’m curious and a self-starter: I’ve taught myself 8 languages.

0 Use these as a bridge to explain how your purpose permeates both professional and personal aspects of your life

Finalize Your Master Sheet

Now You’ve Developed Yourself

Next Learn How To Communicate Your Brand

In Phase B…

Phase B5 Steps of Communicating Your Brand

Ok, You Know You’re Cool

Can You Convince Others?

Let’s Demonstrate Your Value

Step 1Develop Advertising Material

Advertise Yourself

0Demonstrate that you understand your brand

0Prove you know what people are looking for

0Let’s do an advertising exercise…

Cisco Advertisement Template

Cisco Advertisement Template

Left Side Product

Strengths, Abilities

and Qualificatio

ns(HOW)

Right Side Brand

Value and Promise

with punchy

emotional twist

(WHY)

Advertisement Template

Advertisement Template

Your Turn!

Step 2Perfect LinkedIn Profile

Why Linkedin?

Use your Linkedin profile to explain your brand, its value to other professionals and the skills

and experience used to realize the brand promise

Slogan / Brand

Skills

Summary Section

Introduce Brand Story Tactics

0 No Longer than 500 words

0 Utilize Story Format

0 Stress Brand Not Skills or Experience0 Slogan, Brand Value,

Positioning Statement0 Story of Brand

Development

0 End with professional Skillset – list top skills

Worth 1000 WordsProfessional

Picture Tactics

• The First Element on Your Page

• Please Smile

• No Selfies

• Approachable Expressions

Collect EndorsementsEvidence of Your

Skills Tactics

0 Reciprocity

0 Endorse Others Frequently and Meaningfully

0 People are more likely to help you if you help them first

Collect Recommendations

Evidence of Your Brand Value Tactics

0 Plan to recommend two close friends tomorrow!

0 People are more likely to help you if you help them first

0 Tell them what language to use, keeping them to brand narrative

Step 3Develop Brand Website

Website – The New Business Card

0 Order of Operations

0 Brand Slogan0 Brand Promises0 Brand Value0 Brand Story Paragraph0 Drive / Purpose0 Skills and Experience0 Recommendations0 Portfolio0 Fresh Content –

demonstrate field knowledge

Click picture to see my

example website

Research Competition

Though LeadersFollow an Example

0 Research websites of though leaders in your industry0 How do they format

their website?0 What do they stress?0 What

elements/content strategy do they use?

0 Learn from them -Imitation is the best form of flattery

Step 4Create Visual Resume

Visualize Brand Story

Show, Don’t Tell Tactic

0 Make content digestible and accessible

0 Not meant to stand alone

0 Enhances all other career marketing materials

Free Online Services

Online Services

0 re.vu0vizualize.me0www.visualcv.co

m0 resumup.com0sliderocket.com

Step 5Produce Video Resume

YouTube

Video Resume Tactic

0 Video is the most engaging and convincing form of media

0 No Longer than 2 mins

0 Create multiple videos and use youtube to youtube links, building a menu system (click picture for example)

Click pic to see my

example resume

Now You Have The Tools

But, Remember

Don’t Apply With A Shotgun

Apply With A Sniper Rifle

Apply With Your Brand