Download - Build Your Own Brand
BYOB: Build Your Own
BrandJenelle Peterson, MBAPMI-SAC Conference
Hi, I’m Jenelle
• 6th Generation Calgarian • Diverse work experience• Education
– BComm, Marketing – University of Calgary– MBA,– Queens University
• Lover of Mountains, Art, and all things Sci-Fi.
LinkedIn: linkedin.com/in/petersonjenelleTwitter: petersonjenelle
Image Sourcehttp://theworryfreelife.com/break-free-from-your-comfort-zone/
WIIFM?
• Establish your expertise• Find a new job • Create new opportunities & partnerships• Build rapport• Improved networking• Build credibility & connections
Why Employers Should Care
• Strong personal brands add value to corporate brands
• Publicity & visibility• Building organizational credibility• Increased engagement levels• Human connection to the organization• Halo effect
A BRAND IS NOT A LOGO
A BRAND IS THE EXPERIENCE YOU CREATE,
A COLLECTION OF
PERCEPTIONSIN THE MIND OF YOUR
AUDIENCE
Image Source: http://www.slideshare.net/kristianandersen/brand-you-personal-branding/6-NONE_OF_THESE_ORGANIZATIONS_TREAT
Image Source: http://www.slideshare.net/kristianandersen/brand-you-personal-branding/6-NONE_OF_THESE_ORGANIZATIONS_TREAT
BRANDS DEVELOP THROUGH
EXPERIENCES AND REFLECT
REPUTATION
THESE EXAMPLES USE
THEIR BRAND AS THEIR KEY
DIFFERENTIATOR
BUT THOSE ARE
COMPANIES, NOT PEOPLE.
BUT THOSE ARE ALL INCREDIBLY
TALENTED, UNIQUE
INDIVIDUALS
PERSONAL BRANDS ALLOW INDIVIDUALS TO DIFFERENTIATE
THEMSELVES BY CONSISTENTLY TELLING THEIR UNIQUE STORY.
IF YOU ARE NOT TELLING YOUR BRAND STORY,
SOMEONE ELSE IS TELLING IT FOR YOU.
Without personal branding…
• You can become a commodity• Lose your competitive edge• Lose career or contract opportunities• Limit your reach
1. Take inventory of your brand2. Develop your (Brand) plan3. Communicate your brand 4. Measure and maintain your brand
4 Steps to personal branding
1. Take Inventory of your Brand
Insights about YOU1. What are your goals?2. What do you value?3. What are you passionate
about?4. What motivates you?5. What makes you
remarkable?
Insights from OTHERS6. How do others describe
you? Compliment you?7. What are you known for?8. What questions do
people ask you?9. Why are you chosen or
not chosen for projects?
2. Develop your Brand
Your personal brand statement
• Identify a target market by niche or by job title (who do you solve problems for?)
• How you get the job done (frame of reference)
• Define the benefit (rational, technical, emotional promise)
• Provide reasons to believe• Convey what makes you different.
Example
“I am a dedicated professional who helps owners of small manufacturing
businesses develop and execute succession plans that guarantee firm continuity. No other CPA in the market can combine innovative thinking with
resources, contacts and experience like I do.”
Source: http://www.slideshare.net/bmliving/personal-branding-for-cpas
Image Source: http://www.personalbrandingblog.com/5-keys-to-styling-your-personal-brand/
Strengths that may differentiate
• As a PM you must create a brand that drives:– Overall visibility and image– Ability to be awarded projects and
advancements– Perception as a leader and value added
resource– Perceptions of credibility– Personal trust and confidence
Understanding “Tilt”
Unique Talents
PassionAudience
Source: Content Inc. By Joe Pulizzi
YOUR BRAND IS A PROMISE OF VALUE AND IT’S AN ASSET
3. Communicate your brand
• CREDIBILITY• CONSISTENCY• COLLABORATION• RELAVANCY• HUMILTY
Theodore Roosevelt
“People don’t care about how much you know, until they know how much you care.”
Brand Communication Tools
• Tangible– Website– Blogs– Podcasts– Social networks– Events– Off-line publishing– Speaking
engagements– Business Cards
– Resume– Volunteer
• Intangible– Appearance– Competencies– Personality– Vision– Values– Consistency
4. Measure & maintain your brand• Set up google alerts• Set goals and track efforts• Be consistent “walk the talk”• Givers gain• Cultivate relationships• Start & join conversations• Evolve to stay relevant
Tom Peters, Management Guru
Source: http://wwwfastcompany.com/magazine/10/brandyou.html
“We are CEOs of our own companies: Me Inc. To be in
business today, our most important job is to be head marketer for the
brand called you.”
Further Reading…
THANK YOU