Writing Skill ForExecutives Branding

Kresnayana Yahya, M. Sc

Awali branding Anda dengan tulisan.

~ Edy Zaqeus

9 Steps to Build Your Personal Brand (and Your Career)

Figure out how it's

relevant to your

industry

Help people understand

why they need your services

Figure out what you do

best and what you are

known for

Build out your social

profiles

Create content and

get it out there

Keep updating

your content and brand

You can't be a brand alone

Make sure every interaction leaves them

feeling like you have lived up to

your brand statement

Keep your personal

brand and your personal life separate

Last WordsA Personal Brand Must Sincerely Care about Achieving Destiny! Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about. Tom Chappell, CEO, Toms of Maine

WhoAmI.comMarketing yourself and your skills online , on time and every where

Are you a BRAND

OBJECTIVES

Create Awareness On Personal Branding

Take Home Ideas You Can Implement

PresenterPresentation NotesDrive Results

The Foundation OfPersonal Branding

P + A + B = RPerception + Attitude + Behavior = Reality

M + M + M2 = RMessage + Media + Market2 = Results

PresenterPresentation NotesOk to challenge me!

what ROLES do you play?

what kind of STANDARDSdo you have?

what is your STYLE?

ROLES our relationship with others

Key relationships Roles vary depending on the

relationship Your roles are the reason you are

in a relationship

Our ROLES with others in business

What a brand does for you. The customer is the most important

relationship in a business. The customer sets the bar for the

relationship but the company sets the expectations.

Example of ROLES

Father/Mother Daughter/Son Sister/Brother Student Employee

ROLES vs. JOBS Your role is defined by what you

do for the customer. Your job is defined by what you

do. Roles in jobs can change

depending on the customer.

ROLES and Responsibilities After you define a role, responsibilities

are implied. Figuring out the responsibilities and

keeping up with them is part of a brand role.

Your brand is based on how effectively you meet your responsibilities and live up to your roles.

STANDARDS as modifiers. Its not who you are, but what you

do and how you do it. Sometimes overlaps with style. How you do things can shape the

nature of the relationship with others i.e. consumers, subordinates, family, community.

Perception Perception becomes reality. Want to be perceived as a detail oriented

individual, then the actions must speak for themselves.

We set our standards for how we want the relationship to be seen, and understood.

Perception is built through our actions not intentions.

Judging by STANDARDS People make judgment of your actions.

Not only what you do, but also how well you choose to do it.

One must invest time and effort to create a standard for themselves.

Ex: You want your boss and coworkers to rely on you for certain tasks requiring a specific level of expertise. You must have demonstrated that quality by placing enough research time and effort to acquiring that level of experience.

Examples of STANDARDS Reliably efficient - Creatively undisciplined Non-judgmental listener - Assertively

opinionated Proficient net-worker - Focused on a close

circle of friends Open-minded - Orthodox Unfocused - Detail Oriented Situational Values - Consistent Values

Stick by your guns. Cant please everyone. Focus on what you hold true and the

message you want to send. Standards could be positive and

attractive to one and the complete opposite to another.

Standards vary depending on the nature of the relationship.

STYLE Elements Descriptives are Highly Subjective

Introverted vs. Extroverted Open minded vs. Biased Friendly vs. Crass Easygoing vs. Rigid Upbeat vs. Cynical Always in a hurry vs. Very Reflective

Its not uncommon for people to describe the

brands in their lives strictly in terms of style.

President Obama has charisma.

Personal Brands

The Next Revolution!

(manufacturing revolution)

PresenterPresentation NotesWho remembers the Manufacturing Revolution? How have Blue-collar jobs been impacted (000,000s) over the last 50 years? [Ship Example 105 Men A Week to Unload A Ship, Today 8 Men A Day]As corporations jettison almost everything, we are at the cliff overlooking the beginning of the White Collar Revolution what FLAG are going to carry?

Get The Edge!

What Words, Phrases, Emotions Do You Own?

PresenterPresentation NotesWithout Promotion, Noting Happens PT Barnum

Be An Orange!

Stand Out In The Barrel Of Apples

Be An Sunkist Orange

BRAND MANAGEMENT TOOLSGUIDELINES: have standards that will be used

as your manifestoTRAINING: improve yourselfSPECIAL EVENTS: promote and create special

focus on your brand dynamicsREWARD AND RECOGNITION: dont take

things for granted

QUESTION, PROBE, EVALUATE, CHALLENGE

BRAND MOMENTS are the times when your unique

combination of roles, standards, and style will be

put to test. YOUR BRAND WILL SHINE

OR FADE.

The PERSONAL BRAND you create will become a dynamic

presence in your life. But to remain strong, it must be renewed everyday. It must become a part of everything you

do.

BRANDS are relationships. They reflect values.

Success Is The ProgressionOf A Worthy Ideal-- Earl Nightingale

PresenterPresentation NotesJust as King Author assembled the Knights of the Round Table to progress the ideal of Camelot

Personal Branding

vs.

Personal Development

Skills = Possibilities

Take inventory of what YOU offer Major skills and abilities

Social, technical or field-specific skills

Important personal attributes (hard-working, trustworthy, results-oriented, decisive)

Ask: Where have I successfully used these abilities, skills and attributes?

Why Look at Transferable Skills? Leverage skills for new opportunities Target skills will offer the greatest personal reward Identify areas of strength and interest Identify areas for growth and development Identify areas of burnout or dissatisfaction Data for self-marketing/ personal branding

3 Types of Skills Technical/ Work-specific skills are specific to a job and are not easily

applied in other environments or situations. These skills tend to be technical and specialized.

Functional/transferable skills can be applied in most environments and situations. They incorporate various combinations of data, people, and thing skills. Examples of functional skills include communication, planning, organizing, managing, analyzing, and problem-solving.

Self-management skills (sometimes referred to as personality traits) are related to how we conduct ourselves and are rooted in temperament. Examples of these skills include taking the initiative, resourcefulness, being good-natured, and reliability.

Competency Curve

Rise From The

Sea of Sameness

(vague vs. specialized)

PresenterPresentation NotesOutside-In Perspective

Its not what you are that counts, but what people think you are.

-- Joseph Kennedy

The Reality

Its NOT That You Have To Think Like A CEO; Its That you HAVE To

Be Perceived As A CEO

(Jack Welch to Hugh Heffner)

Image Is What They See, A Brand Is What They Think &

Feel, It Conveys Ownership!

(attract / repel)

PresenterPresentation NotesCattle Brand Slaughter

Personal Brand?

The unfair advantage every individual has by capturing the value of our Personal Characteristics, Attributes and Life Experiences in a package that we effectively communicate to our audience, leveraging the specific use value that comes from our Unique TalentTM. (intrinsic genius)

PresenterPresentation NotesUnlimited Tool for Future Prosperity

What Does a Brand Represent? Positive Expectation (benefits) Promise to your Market Preferred (privileged) Position Owns Equity of the Mind Highest Level of TRUST Unique (cannot be copied)

PresenterPresentation NotesUnlimited Tool for Future Prosperity

54

Objectivesn What is Branding? Understand its

importance in the fullest sense.n Understand your personal brand

promise and how your distinct talent contributes to the strategic direction of your team and organization.

n Design your personal brand to better distinguish your talent and contribution and to deliver inspired performance.

PresenterPresentation NotesHere are our objectives.

Experiences

Equate Credibility

Unique Experiences

Specialized Knowledge Creates aHigher Use Value(specialist vs. generalist)

Ownership, YOU are the Undisputed Authority

PresenterPresentation NotesExample: In deal work you choose an A Management Team with a B Technology verse a B Management Team with

Wheaties

The Breakfast Of Champions

Vs.

Special K

PresenterPresentation NotesCommunicates a specific use value to its market

One Word

Branding is Summed-up as

TRUST

Reasons Why1. Trust Person2. Respect Person3. Respect Company4. Product Benefits5. Product Price+ 11. Like-ability

Managing Your Brand

Your Personal

Communication

& Positioning

PresenterPresentation NotesExecutive Search: Not Always The Best Candidate Won, The BEST Positioned Candidate Won

3Ms

Message + Media + Market2

= Powerful Brand!

Why Personal Brands Fail Ignorance, People FAIL to recognize they are a Brand! Try to be All Things to all people [Need Laser Focus] Fail to tap into their True Passion/Unique Talent in Life Professionals dont realize their External Perception Lack of consistency in behavior and image portrayed Right Message, Wrong Market! Fail to recognize Competitors Brand [Emotion] Fail to have a Mentor to Advise them (lone wolf) Fail to Reposition properly against another brand

Branding Methodologies Networking Newsletters Interest Mail Post Cards Letter Series Testimonial Letters Referrals

Personal Website E-Mail Multimedia Adjunct Professor Write A Book Networking Club Speaker

A brand is many things but four features are critical:

A brand is:

1. Communication2. Truth

3. Promise & Expectations

4. Differentiation

The Samurai Group

Branding Methodologies Testimonials Mentoring Association Boards Community Boards Letters To The Editor Tips, Trends &

Surveys

Camera Opportunities Calendar Listings Endorsement Letters 800# Brochures Create A Worthwhile

Event (Sales Major)

The Samurai Group

Branding Methodologies Press Releases Publish Articles Write A Column Contribute to Pubs Radio/TV Interview Host Radio/TV Show Audio/Video Tape

Alliances Joint Ventures Co-Branding References Case Studies Stories Sponsor An Event

Great brands are characterized by:

Their ability to Communicate

Writing Skill ForExecutives BrandingSlide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13Slide Number 14Slide Number 15Slide Number 16Personal BrandingLast WordsWhoAmI.comOBJECTIVESThe Foundation OfPersonal Brandingwhat ROLES do you play?what kind of STANDARDS do you have?what is your STYLE?ROLES our relationship with othersOur ROLES with others in businessExample of ROLESROLES vs. JOBSROLES and ResponsibilitiesSTANDARDS as modifiers.PerceptionJudging by STANDARDSExamples of STANDARDSStick by your guns.STYLE ElementsIts not uncommon for people to describe the brands in their lives strictly in terms of style.President Obama has charisma.Personal BrandsGet The Edge!Be An Orange!BRAND MANAGEMENT TOOLSBRAND MOMENTS are the times when your unique combination of roles, standards, and style will be put to test. YOUR BRAND WILL SHINE OR FADE.The PERSONAL BRAND you create will become a dynamic presence in your life. But to remain strong, it must be renewed everyday. It must become a part of everything you do. BRANDS are relationships. They reflect values.Success Is The ProgressionOf A Worthy Ideal-- Earl NightingalePersonal BrandingSlide Number 44Take inventory of what YOU offerWhy Look at Transferable Skills?3 Types of SkillsCompetency CurveIts not what you are that counts, but what people think you are.-- Joseph KennedyThe RealityImage Is What They See, A Brand Is What They Think & Feel, It Conveys Ownership!(attract / repel) Personal Brand?What Does a Brand Represent?ObjectivesExperiencesUnique ExperiencesWheatiesOne WordReasons WhyManaging Your Brand3MsWhy Personal Brands FailBranding MethodologiesSlide Number 64Branding MethodologiesBranding MethodologiesGreat brands are characterized by:Slide Number 68