personal branding and why it mattersv3

8/8/2019 Personal Branding and Why It Mattersv3

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PERSONAL/PROFESSIONALBRANDING

Why it Matters

1

Scott M. Gleason 2010


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Agenda2

Wh at is a personal brand ?How can you build a better brand andr ep u tati o n?How do you promote your reputation insideand ou tside of you r o r ganizati o n?Wh at c h anges can you make today

to

impr ov e you r b r and?



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NOT Per so nal Br anding!3



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Def initio n of Per so nal Br anding4

personal branding (pu r-s uh-nl br nd-ing)

n. Th e te r m, co ined in 1997 by T o m Pete r s,

meaning t h e ma rk eting of pe o ple and t h eir ca r ee r s like b r ands



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So me Ot h e r Usefu l Def initio ns5

P ersonal vs. P rofessional Branding - Th e di ff e r ence is th at instead of mark eting ap r o du ct o r ser v ice, a pe r so n is being p r o mo ted and s o ld to a r ecr u iter /empl o ye r

P ersonal Brand How indiv idu als di ff e r entiate t h emselves and stand ou t f r o m acr ow d by identi f ying and a r ticu lating t h eir u niqu e valu e p r o po sitio n, th en le ve r aging

itw

ith

a co

nsistent message and image to

ach

iev

e a specif

ic go

al (e.g., jo

b)P ersonal Brand Statement A su mmar y of you r u niqu e valu e p r o po sitio n th at tellsw h at a r e y ou th e best at and w h o you ser ve.P ersonal Brand Action P lan - Steps t h at m u st be ta ken to de velo p and p r o mo teyou r b r and.P ersonal Brand P ackage All th e co llate r al t h at s u pp o r ts you r pe r so nal b r and. Itcou ld inclu de a w ebsite, bl o g, and p r of iles o n so cial media sites and e ven w ebpo r tfo lio w ith r esu mes, bio g r ap h ies, r e f e r ences, case st u dies of su ccess sto r ies, etc.


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6

Were all just commoditi e s now.

~ Ge off r ey Moo r e, Cr o ssing th e Ch asm



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Wh y Pe r so nal Br anding?7

Su pe r io r sk ills, cr eati v ity, and d r ive o nce is no lo nge r a c o mpetitive ad vantage. Its a p r e- r eq u isite!Ca r ee r ad vancement depends o n self -pac k aging.W e mu st diff e r entiate and p o sitio n ou r selves f r o m th eco mpetitio nOu r a u dience is t h e h ir ing manage r s and r ecr u iter s

th at deal w ith th ou sands of r esu mes eac h day



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Per so nal SW OT Analysis8

Wh at a r e t he st r engt h s and w ea k nesses inyou r b r and?

Is you r b r and c o nsistent?Is you r b r and w ell-k now n?How do you r wo rk f ans desc r ibe y ou ?How do you r wo rk det r acto r s desc r ibe y ou ?



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You r Po sitive Br and Tr aits9

Please w r ite d ow n 5 t r aits f r o m th e next slide t h at y ou th ink / h o pe a r e pa r t of you r b r and.



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Br and Att r ibu tes: Po sitive10

reliableorganizedintelligentdetail-oriented

persistentdiplomaticdresses wellprofessionalmethodical

easy goingpunctualelegantgreat leader strategic

quality workresponsiblemotivatinginnovative

dynamicgenuinehas gravitasexpertcharming

insightfulauthoritativegreat manager develops staff rocket scientist

good mentor straight-shooter close-mouthedexecutive

takes care of him/herself writes wellenergetichelpfulhilarious

meets goalstacticallikabletrustworthygrown-up



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Br and Att r ibu tes: Negati ve12

micro-manager

gossip

snobby

unreliable

poor presenter

argumentative

chronically late

long-winded

political

bad temper

negative attitude

not a team player

self-absorbed

passes blame

impossible accent

too detailed-oriented

unpolished

bureaucrat

sexist

lazy

vain

competitive

critical

loose cannon

dull

senile

out-of-shape

drops the ball

Luddite

rebellious

big ego

low productivity

smoker

prejudiced

petty

kiss-up

crazy

two-faced

clock-puncher

forgetful

demanding

inaccurate

disorganized

territorial

inexperienced

chip on his/her shoulder

weak quantitative skills

disrespectful



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Po sitio ning You r Br and.13

CURRENT BRAND

writes wellmeets goalstacticalresponsibleIntelligent

inexperiencedcompetitive

poor presenter negative attitudesmoker

DE SIRED BRAND

writes wellmeets goalstacticalresponsibleIntelligent

experiencedhelpful

dynamic presenter enthusiastichealthy

great mentor strategicdiplomatichas gravitasinnovative



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Def ining You r Br and1

5

D etermine your target audience

H ir ing manage r s in you r f ield

Recr u

iters

New netwo rk ing co ntactsFo r mer co lleag u es/ r e f e r ences

Fr iends



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Def ining You r Br and

16

Evaluate t h e Competition

Wh at a r e y ou r ta r get c o mpanies needsand pains?How do you co mpa r e and di ff e r entiate t h evalu e t hat y ou delive r f r o m th e valu e o th e r candidates deli ve r ?How do you su bstantiate y ou r ability t o delive r o n you r valu e p r o mise (e.g., t r ac k r eco r d, r e f e r ences, etc.)?



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Def ining You r Br and

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D etermine Your Competitive AdvantageHow do you cr eate valu e? Be able t o a r ticu late y ou r go alsand st r engt h s

Wh at a r e y ou r co r e co mpetencies (sk ills) and h ow do you diff e r entiate y ou r self f r o m th e co mpetitio n (valu ep r o po sitio n?Wh at capabilities (expe r iences) can y ou b r ing to bea r to exec u te y ou r valu e p r o po sitio n?Wh y sh ou ld you r valu e ta r get accept y ou r pa r ticu la r p r o po sitio n (e.g., mo r e expe r ienced, can h it g r ou ndr u nning, so lve a speci f ic pr o blem)?



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W r iting You r Br and Statement?

18

A Brand statement s h ould :Ref lect you r b r ands u niqu e valu e p r o po sitio n

w h at ma kes you stand ou tWh at ma kes you th e best c h o ice

Be clea r, engaging, and r ele vant t o you r ta r geta u dienceRef lect w h o you a r e, w h at y ou do and t h e expe r iencesyou b r ing to bea r

State clea r ly w h at a r e y ou th e best at and w h o you ser ve (a u dience)



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Examples of Br and Statement

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Sitting at t he inte r sectio n of techno lo gy and b usiness, I use my passi o n fo r co mmunicatio n to help IT pr of essio nals in Fo r tune 100 c o mpanies exp r ess themselves inw ays t hat a r e unde r stoo d by b usiness peo ple.

As an expe r ienced Retail Ope r atio ns Execu tive, I ha ve engaged c u ttingedgetechno lo gies t hat helped gl o bal r etail c o mpanies ac h ieve agg r essive r evenue g r ow th and imp r ov e o pe r ating c o st o bjectives. So me of the t o p c o mpanies I ha ve wo rk ed w ith include ABC Sto r es, Ne w Co Retailing, and A uctio n Co r po r atio n, and o nline auctio n site.

I inspir e and acti vate h igh ac h iev ing sales pe o ple in healt h ca r e o r ganizati o ns th r ou gh my fo cus o n mo tivatio n, po sitiv ity, empat hy and c o mpetitio n

A fo cused and dete r mined b usiness leade r, I dr ive b o tto m line gr ow th , inspir e pea k emplo yee pe r fo r mance, and c u ltivate p r of itable b usiness r elati o nsh ips b u ilt o n r espect,lo yalty, and t r ust.

An inter nal management c o nsu ltant, I lead missio n cr itical str ategic initiati ves andtr ansfo r matio nal p r o jects fo r exec u tive management in t he f inancial se r v ices industr y.



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Elementsof a St r o ng Br and20

P ersonal Appearance Clo th ing, Attr activeness, H ygieneP ersonality Valu es, G o als, Identity and Be h a v io r (see bel ow )Competencies Bu siness, Co mmu nicatio n and Tec h nical Sk illsD ifferentiator You r Uniqu e Val u e Pr o po sitio nCommitment to Ex cellence - H igh Qu ality W o rk and O u tstandingW o rk Beh a v io r sTrustwort h iness Po sitive Inte r actio ns w ith Co lleag u es, Co nsistency inyou r r espect, c o mpo su r e, t h o r ou gh ness and t h ou gh tfu lness.V isibility O r ganizati o nal and Exte r nal



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To Do List.21

To en h ance your brand image, in t h e ne x t si x mont h s:Start blogging be b r a ve and g o fo r it! Aw ell-w r itten blo g fo cu sed o nyou r a r ea of expe r tise is an o th e r goo d additi o n to you r pe r so nalb r anding pac k age.Build a web site C o nsider a w eb site t o cr eate and s h ow case y ou r b r and. C r eate a w eb fo lio w ith you r r esu me, bio , in dept h b r ief s fo r su ccess sto r ies, etc.Create a presence C o mment o n o th e r pe o ple bl o gs, w r ite so mea r ticles, spea k at e vents, g o to indu str y meetings, co nventio ns

Volunteer J o in a c o mmittee and vo lu ntee r diligentlyG et your name out t h ere Meet pe o ple in y ou r f ield eit h e r o n-line o r in pe r so n. Use too ls like LinkedIn to make co nnectio n


personal branding and why it mattersv3

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