create and build_your_professi

Create and Build Your Professional

Digital Brand

Pamela Lapeyrolerie

Marketing Practice Leader – Professional Social Selling

North America Digital Sales

2

IBM CONFIDENTIAL • DO NOT TWEET THIS

Overview of a

having a

professional

brand

Let’s start with

the basics

Creating

professional

brand

statements

Now elevate

your

professional

brand

Topics of Discussion

3


What is a professional brand?

… it can be anything – symbol, design, name, sound, reputation, emotion, employee, tone, name - in which your target audience can relate to you QuickSprout

http://www.quicksprout.com/the-complete-guide-to-building-your-personal-brand/

4


Professional branding is the act of sharing and extending the presence

of your character, unique/specialized skills and the perceived value

you bring to anyone who needs your service or solution offering.

It is designed to differentiate you from others in your

circle – competitors or peers,

authenticating your social persona.

It allows you to reach new contacts with a consistent recognizable

message across multiple digital and social media.

The definition of a brand

5


Five Brand Communication

What does it say about you?

What do you

represent?

A company

Yourself

Product

Service What are you

capable of doing?

Serving

Consulting

Mediating

Analyzing

What is your

reputation?

Expert

Trustworthy

Knowledgeable

Change-agent

What makes you

unique?

Authority

Listen

Determined

Only solution

http://www.fivebrand.com/personal-branding-social-media/

6

Ability to socially promote your value

Words and actions represent who you are

Shapes other people perception of you

Be on the right media…

So you can…

Grow your network Create visibility & presence

Identify opportunities

Must realize…

http://www.kredible.com/businessdevelopment/

The significance of your brand

http://www.kredible.com/businessdevelopment/

7

Personality Expertise Perceived Value

Character

Because you are doing the right things socially, you… Establish credibility – trust & value

Distinguish yourself from peers & competition

Emotionally connect with target audience

Resulting in…

The advantage

8

Yourself

Experience Skills

Quantifiable accomplishments

Sales performance

Awards & achievements

Qualifications

Leadership

Work history

Appreciation

Credibility Trust

Integrity

Commitment

Listen

Value

Responsiveness

Empathy

Your Resume Your Client Your Brand

What others say about you when you

leave the room.

…or your clients say when you hang up the

phone!

Your Value

Jeff Bezos

Pamela Lapeyrolerie

So what is the difference?

9

3 perceptions that can hurt…

Your trust & integrity is on the line!

Misrepresent Yourself

Title & description accurate and/or vague?

Results-oriented professional focused on the bottom-line with a

variety experience in multiple disciplines.

Be authentic, articulating quality!

Self-promotion

Stuffy, prideful or overbearing?

I am a smart sales professional you can trust. I have been

recognized with blah, blah, blah…

You speak and represent yourself!

I Speak for IBM

You work for IBM

IBM has the solutions, products and services you want to sell to

make your quota.

CHAPTER TWO LET’S START WITH THE BASIC SETUP…

11

Eliminate multiple profile update notifications to your network.

Profile Updates Complete

Set to Yes

Making Profiles Updates

Set to No

Turn ‘notify network’ to no while making changes

12


Examine your profile with a photo quiz…

Is your profile picture over 2 years old? Was your profile picture snapped at a wedding or family gathering? Does your profile picture contain another person other than just yourself? Are there remnants of another person cropped out of your profile picture? Are there animals in your profile picture? Are you wearing a hat or sunglasses in your profile picture?

Is your profile picture of a cartoon character, business logo, or a symbol? or artistic representation? Are you looking up or down or away from the viewer? Are you not making eye contact? Is the quality of the image grainy or dark? Are you not smiling? Do you look menacing, unfriendly, bored, or dull? Are you wearing a t-shirt, bathing suit, or jeans in your profile picture? Can you see your elbows or knees in your profile picture?

It’s a good time to be honest with yourself!

Yes? New Photo

13


Upload your professional photo

Select and upload a photo that shows you in a professional way.

Not Recommended Blurry Full body A group shot With a friend, pet or child Something you can not wear to work Any IBM branded imagery

Recommended Head, neck and upper shoulders only Less than 2 years old Professional/business attire 1400x425 pixels / high resolution Less than 4 MB

Unfortunately, people will judge you by your picture

Highlight Your Profile

Load a custom geographical background for a finished look and appeal!

14


Be visible so others can contact you

Enter much contact information as needed.

Recommended Rep Page URL Twitter ID IBM Email Address City where you work

Optional Work Phone Personal email address Personal website

Select Your Website Type

15


Simplify & make your public URL visible

Have an easy to read/find public URL (No #’s.)

Not Public Public

2

4

1

3

Remove Dash & #’s

5

CHAPTER THREE CREATING YOUR BRAND STATEMENTS…

17


A professional brand foundation Words that describe: Your personality and character How you work The value you bring

Skilled Inspiring

Dedicated Energetic

Determine Your

Emotional Appeal

1

Words that describe: Ways you solve problems Results of your efforts Ways you use your skills

Improve Coach

Facilitate Guide

Describe How You

Help Your Clients

2

Words that depict: The experience you have to offer Things you do for your clients Reasons they should connect with you

Describe What You Do For Your Clients

(Your Function)

3 Analyze

Customize Increase Explore

Professional Headline

- Creates the

Compelling Summary -

Current Position Description

Forbes – First Steps to Building a Personal Brand

http://www.forbes.com/sites/dailymuse/2012/02/14/the-first-step-to-building-your-personal-brand/




18

The document contains a short list of descriptive words/terms managers and sellers can use to create their professional brand.

Adjectives What Do You Do For Your Client How Do You Help Your Clients Values Skills Accomplished Administer Determine Listen Access Help Accept Analytical

Capable Analyze Develop Maintain Adapt Improve Accurate Communication

Certified Apply Direct Manage Advise Increase Achieve Conceptual

Change agent Appoint Discuss Market Advocate Inform Advance Consultative

Client-driven Approve Emphasize Measure Aid Innovate Autonomy Critical Thinking

Conscientious Architect Empower Order Answer Maintain Care Diagnostic

Data-driven Arrange Engineer Plan Approve Motivate Comfort Interpersonal

Effective Assessed Enhance Prepare Attentive Navigate Commitment Knowledgeable

Energetic Assign Enrich Present Automate Practical Compassion Leadership

Engaging Augment Establish Program Avoid Process Contribute Logical Reasoning

Enthusiastic Authorize Estimate Project Champion Protect Create Mediation

Exciting Build Evaluate Progress Coach Provide Depend Organizational

Experienced Clarify Execute Propose Compile Reduce Flexible Problem-solving

Expert Collaborate Explore Research Control Re-energize Flourish Technical

Goal-oriented Communicate Fix Resolve Counsel Respond Generous

Influential Compile Gather Respond Custom-design Schedule Genuine

Innovative Compose Generate Review Demonstrate Shape Growth

Inquisitive Compute Handle Search Diagnose Simplify Independent

Inspire Conduct Identify Specialize Distribute Solve Power

Optimistic Consolidate Illustrate Study Diversify Suggest Purpose

Passionate Consult Improve Summarize Educate Support Realize

Positive Converge Increase Survey Enable Sustain Refine

Proactive Correspond Initiate Tailor Encourage Teach Risk

Professional Cultivate Install Ensure Train Serve

Proficient Customize Integrate Execute Transform Simple

Purpose-driven Cut Investigate Explain Validate Stable

Resilient Debug Facilitate Verify Strengthen

Skilled Define Focus Willing

Strategic Design Generate Produce

Understanding Guide

Consider looking at the synonyms, search for other words that help you distinguish yourself from other professionals.

Professional descriptive words

19

Create short, simple and concise

sentences using strong verbs and

adjectives.

Sentence Structure

1. Sentences should be in first, present tense, avoid 3rd party.

2. Instead of ‘I am responsible for maintaining,’ try ‘I maintain.’

3. Instead of ‘I work to provide,’ try ‘I provide.’

4. Instead of using ‘I’ to start a sentence, try:

As a business professional

Being a solution provider

5. Use dashes (-) to break up long sentences.

Know Your Target

Audience

1. People scan for key words that represent the value they need.

2. Use words/lingo that your target audience will recognize and search for.

3. Instead of using the word ‘value’, describe the value you offer.

4. Avoid assuming your target audience knows the meaning of IBM acronyms.

5. Use synonyms or the thesaurus to find other words that describe you, what you do and how you help.

Creating a good brand statement tips

20


A professional headline Create a Professional Brand Statement About Yourself

Before

After

120 Characters

Simple. Specific. Inviting. Value.

Populated in

search engines

Replicable across other digital and social channels

Avoid acronyms

Select the one word describes you or what you do

Consider what you want to be known for by your clients

Include your target audience

Articulate your value

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Making it about your value is key

Driving optimal client satisfaction with

strategic and innovative analytic solutions

Vice President - serving clients to lead in

business transformation strategies

Power Systems Specialist - Providing my

clients answers to their server challenges

Enabling my clients to transform IT environment

into a profitable business operation

Your Opinion Please Enabling companies to integrate

applications and secure their open

enterprise | Company Name

22


Creating a compelling summary Summarize your experience and the meaning of your brand

A resume or summary from a resume Description of a solution benefits List of line of businesses covered Territory and name of solutions Nothing Before

One of my life’s pleasures is having a long and successful career

with IBM - in a variety of positions, across a diverse set of

organizations. Using my matrix of skills developed over the course

of the years, I continue to facilitate initiatives that transform

business processes and strategies with emphasis on my client’s

experience. I enjoy mentoring and coaching a talented workforce

of sales professionals resulting in high performing skilled

professionals with strong leadership qualities and business

acumen.

I am passionate about achieving goals and using my

organizational skills to give directives that enhance my team’s

work environment resulting in over attainment of our business objectives.

After

100 Words

What impression

will someone have of you after

reading?

Compel the

person to want to learn more about

you

Describe your experience

and its value

Share what is unique about how you bring value to your clients

Overview of how your

adhere to the company value/solution to help

your clients

23


Only you can differentiate yourself

As a software renewal account manager, I effectively

apply my experience and knowledge to ensure my

client’s portfolio is properly managed. I thoroughly

access their renewal policy; guiding them to make the

right decision, at the right time; avoiding interrupted

service. I use secure digital tools to communicate

inventory updates to my client, and provide counsel

on available pricing options.

I partner with the account team and business

partners to discover obstacles that could hinder my

clients from taking advantage of their renewal

options. Sharing accurate entitlement information

with my client is essential to providing the superior

customer satisfaction I strive to achieve for all my clients.

Experienced in back office operations with small

businesses, I save my Business Partners time and

energy by providing a crisp and accurate dialogue -

getting them to the right resource the first time. I use

my interpersonal skills to engage and facilitate IBM

conversations and maneuver them thru the IBM

matrix within an expedited manner.

I analyze partner solution portfolios, and listen to their

goals and objectives, then recommend additional

solutions and the appropriate education that

maximizes their credibility with their clients and

revenue potential to their business and IBM. I

conscientiously and energetically engage with the end

goal of helping them driver their sales opportunities to

completion.

24


Enhancing your summary Share what you specialize in, how to contact you and rich media

Use keywords so search engines

can find you

Include media that defines your

purpose

List your competencies or

specialties

1

I specialize in the following areas: Communication, Leadership, HR Solutions, Digital Tool Deployment, Cloud consultation, Analyzing data

Personalize your contact me call to action

2 As an advocate for providing optimal communication for my clients, I encourage you to visit my web page at http://ibm.co/J7ZSpk, or send me an email to [email protected]. You can connect with me immediately via chat or Skype. You may also connect with me on LinkedIn or follow me on Twitter at @myhandle. I look forward to hearing from you soon. Add rich media that articulates vision of your organization or

upcoming solution or relevant industry trend/message

3

http://ibm.co/J7ZSpk

25


Let’s look at a summary

Your Opinion Please

As part of the Company Name, I help businesses

connect with their customers, business partners, and

employees with confidence by providing them with a

faster and more secure way of managing integration

for web, cloud, and mobile applications. In this day

and age, companies are forced to expand their

businesses beyond their four walls and into the web,

externalizing data from their backend systems to

various devices across multiple platforms.

"If people like you, they will listen to you. If they trust

you, they will do business with you." - Zig Ziglar

I can be reached at ‘email and phone number’.

Personally, I am a devoted husband and father of three wonderful children. In my free time, I enjoy listening to music, playing guitar, watching movies with my family, and watching and playing sports.

General Comments

1. The company is already in the headline. No need to repeat.

2. What does the word help mean?

3. The word ‘confidence’ is a value perceived by the client.

4. What does ‘In this…” sentence have to do with the

summary.

5. Having a quote is a nice touch.

6. Is the contact information a call to action?

7. Personal touch is good, but can be put in the interest area.

Tips to Improve

1. Describe how you help.

2. Mention one or two skills.

3. Describe a value your prospect will appreciate.

4. Tie the solution or company statements back to what you

do or how you help.

5. Share one or two words that describe your character.

6. Add rich media.

7. Add some of your top skills that would be of interest to your

prospect.

26


Before

As a business unit executive for US Public Sector for the Inside Sales organization, I use my leadership skills and sales experience to establish and execute a sales strategy that maximizes revenue and profit for my team. I develop and direct organizational changes to improve the capability and productivity of each seller across 35 people on my team. I create strategies that promote our emerging technologies - cloud, analytics, mobile, Smarter Planet solutions - designed to shape the future for our public sector clients. I motivate and enable my sellers and managers to be focused and determined client centric experts in their field.

After

Describe what you

do and why someone should

contact you What ?

Compel the person to want to learn more about

your solution

Provide more detail about your expertise and its

value

Describe and name your solution(s) along with the primary solution benefit

to your clients

Share your coverage or territory model

Personalize with a call to

action

Add rich media that articulates or visualizes

the benefits of your solution or upcoming

event

Describe your current position

27


Let’s look at a position description

Your Opinion Please

Company name provides the tools any

organization needs to:

Integrate and expose legacy systems and

applications as APIs.

Onboard, enable and manage developers to

create apps.

Secure enterprise data to meet the

toughest compliance and regulatory

standards and choose which apps,

developers and partners can access your APIs.

General Comments

1. Speaking for the company.

2. Describing the company or solution value.

Tips to Improve

1. Find action words that describe what you do to allow

companies to integrate.

2. Use words that describe how you help developers create

applications.

3. Explain the benefit a company will get when they tough

security compliances.

4. Share the area of the country you work

5. Let them know what type of solution you are talking

about.

6. Add rich media.

7. Add call to action.

CHAPTER FOUR ELEVATING YOUR BRAND…

29


Specific solution

knowledge

Hands-on; technical

skills

Selling or industry

knowledge

Endorsements

Prioritize

Right keywords

Are your skills lining up

with your audience? Are your speaking their

lingo?

Skills (up to 50)

Your expertise

that your clients value

1

Decision makers

Clients competitors

Co-workers & SMEs

Alumni/Professionals

Industry/Solution

Collaborate

Like, Comment

Share expertise

Are you really sure

those are the groups your target audience

joined?

Groups (up to 50)

Expand your network & influence

2

Volunteer work

Special Causes

Local/National club

membership

Associations

No way… You are NOT boring; so share your away from work areas

of interest.

Interests

Your sense of community

3

Let’s put your

accomplishments and education where they

really belong.

University alumni

Graduate/Continuing

education

Certifications

Establish

immediate

credibility

Recognition/Awards

Achievements

Performance

accolades

Education

Your commitment to your profession

Honors & Awards

Your

achievements

4

Client focus on

consultative

skills – Avoid in

summary

Share your expertise & interests

30

Education

Interests

Groups Joined

Professional

Photo

Contact

Information

Public Profile

URL

Professional

Headline

Elevate your presence

Replicate

as much of your

LinkedIn Profile

information

as possible across

social channels to

present a consistent

brand message!

31

Maintain your presence on LinkedIn Share

your professional

brand

all the time

which is

demonstrated

in and by your…

actions, words &

engagement

on a

powerful

business

network!

Status Updates

Variety of Content

2 to 3 Times a Week

Check Grammar/Spelling Avoid Acronyms

Always

Publish/Post

Sales or Technical

Tell a Story

Try Once a Month

Likes, Comments,

Shares

Your Peers, Prospects,

Clients, Partners,

Influencers

Give/Receive Skill

Endorsements

Peers and Clients

Give/Receive

Recommendations

Peers

Connect Prospects

32

Review your resume & PBC for key words and phrases that describe you

1

Update/Create your headline

4

Develop your compelling summary

5

Develop your position description

6 Select words from the descriptive word list

2

Jot down some phrases about yourself that reflect value to your clients

3

Now Finish It!

Update your skills & interests

7

Notify your network

8

What do I do now?

33

Pamela A Lapeyrolerie NA IBM Digital Sales

Digital Marketing Practice Leader [email protected]

@pamlap99

LinkedIn Program Manager www.linkedin.com/in/pamelalapeyrolerie/

http://www.linkedin.com/in/pamelalapeyrolerie/

http://www.linkedin.com/in/pamelalapeyrolerie/

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