personal branding workshop: effectively market yourself ... · 23.10.2019 · • personal brand...
TRANSCRIPT
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Personal Branding Workshop: Effectively Market Yourself for Career Success
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OCTOBER 23, 2019 | 3:00 PM EDT
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Learning Objectives• Identify the factors that impact a personal brand, and how they
impact people in day-to-day life.• Recognize the steps in developing a schema for understanding
your current personal brand and an action plan for managing your brand in the future.
• Identify opportunities for leveraging your personal brand in your career development.
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1. Branding Defined2. Elements of a Brand3. Brand Attributes4. Branding and Corporate Value5. Personal Branding Defined6. Personal Branding – The Reality7. Personal Branding in Action8. Why does Personal Branding Matter?9. Authenticity in Branding10. Taking Control of Our Personal Brands11. Negative Brand Elements – The Flipside12. Brand Attributes – The Flipside13. Analyzing Your Personal Brand
14. Elements of a Personal Brand15. Physical Appearance is Tied to Brand16. Icons in Personal Branding17. Behaviors Matter18. You Can Take Control of Your Brand19. Evolution of a Brand20. Social Branding & Employers21. Elements of an Online Brand22. Your Profile & Your Online Brand23. Online, Tone is Everything24. Branding Mission Statement25. Concluding Thoughts
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Overview of Topics
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Key Terms & Definitions• Behavior – the way in which one acts or conducts oneself, especially toward others.• Brand Attribute – the set of unique characteristics that represent the physical, character, and personality traits of a brand in the market and in the minds of the customers.
• Brand Equity – the commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.
• Branding – the practice of differentiating a company or product by developing a unique name, logo, and/or package and by then tying them to a consistent, predictable customer experience.
• Communication Style – the way in which an individual interacts and exchanges information with others.• Mission Statement ‐ a formal summary of the aims and values of a company, organization, or individual.• Online Branding – a brand management technique that uses the World Wide Web as a medium for positioning a brand in the marketplace.
• Personal Brand Icon – an object or attribute that is indicative or representative of a particular person or some element of a personal brand attribute.
• Personal Branding – the process of creating and maintaining a consistent image or impression in the minds of others about an individual.
• Trust – assured reliance on the character, ability, strength, or truth of someone or something.
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Today’s SpeakerDarin M Reffitt, President, Marketing Intelligents, LLC
Darin has over 20 years of marketing experience including roles at BNY Mellon, EIS Group, SPLICE Software, PNC, Sovereign Bank, and The Franklin Mint. He has been volunteering with IASA at the national level since 2012, and currently serves as VP-eLearning; he also serves as VP-Exhibits of IASA’s Mid-Atlantic Chapter. He obtained his Bachelor’s Degree from Ursinus College and his MBA in Marketing from St. Joseph’s University. He volunteers regularly with other organizations, reads voraciously, speaks occasionally on Customer Experience, InsurTech, Social Media, Networking, and Personal Branding; and golfs, albeit poorly.
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What is Branding?
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Branding Defined
Branding is the practice of differentiating a company or product by developing a unique name, logo, and/or package and by then tying them to a consistent, predictable customer experience.
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• Credibility• Trust• Value• Experience
Elements of a Brand
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• Fast• Affordable• Fun• Consistent• “I’m lovin’ it”
Brand Attributes
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• Original• Happiness• Community• Togetherness• “The Real Thing”
Brand Attributes
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• Fun• Stylish• Affordable• Accessible
Brand Attributes
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• Apple’s brand is valued at $214.5 billion• The next four most valuable brands are: Google – $155.5 billion Amazon – $100.8 billion Microsoft – $92.7 billion Coca Cola – $66.3 billion
• #9: Facebook – $45.2 billion• #57: Starbucks – $49.6 billion• #66: Netflix – $8.1 billion*Source: Interbrand, October, 2018
Branding and Corporate Value*
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What is A Personal Brand?
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• First coined by Tom Peters in Fast Company in 1997• Personal Branding is the process of creating and maintaining a
consistent image or impression in the minds of others about an individual.
Personal Branding Defined
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Personal Branding – The Reality
You already HAVE a personal brand.
It’s what people hear about you before they meet you. It’s whatpeople say about youwhen you leave the room.
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• I.T. Department• Reliable• Knowledgeable• Fast• Helpful
“Mr. Fix It”
Personal Branding in Action
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• Marketing Department• Never responds to emails• Waits till the last minute to
respond to deadlines• Holds everything up
“TheBottleneck”
Personal Branding in Action
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• Gregarious• Organized• Creative• Motivated• Humorous• Productive
My Personal Brand
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In your career, your personal brand directly impacts: What projects you get assigned What promotions you receive Amount of face time you get with
senior management Degree of freedom and autonomy
you are allowed
Why Does Personal Branding Matter?
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Exercise #1:
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Authenticity in Branding
Branding is NOT about faking behaviors or pretending to be something you’re not.
You cannot brand yourself on a lie.
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Authenticity in Personal Branding
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• Healthy• High-Quality• Classy
Brand Attributes
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• Low Calorie• Healthy• Good for your teeth
Brand Attributes
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• High-Fashion• Exclusive• High-Quality
Brand Attributes
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• Serious• Quiet• Calm• Stoic• Introverted
Could I Own These?
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Exercise #2:
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Negative Brand Attributes – The Flipside
Branding is about TRUST –for good or for ill.Some brands have negatives that go with their positives… and that can’t always be helped.
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• Greasy• Cheap• Unhealthy
Brand Attributes – The Flipside
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• Old• Unhip• Unhealthy
Brand Attributes – The Flipside
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• Frumpy• Cheap• Disposable• Trite
Brand Attributes – The Flipside
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• Ambitious• Pushy• Cocky• Demanding• Sarcastic
My Personal Brand – The Flipside
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Exercise #3:
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Analyzing YourPersonal Brand
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Physical Appearance
Areas of Knowledge
Communication Styles
How You Dress
Skills and Abilities
Behaviors
Elements of a Personal Brand:
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Physical Appearance is tied to Brand
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“Dress for Success”
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Icons in Personal Branding
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Icons in Personal Branding
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Communication Styles
• Word choices• Speed• Inflections• Use of Sarcasm• Confidence
Elements of a Personal Brand:
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Behaviors
• Passions• Habits• Trust
• Consistency• Expertise• Helpfulness
Elements of a Personal Brand:
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Behaviors Matter
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Behaviors Matter
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• Ambitious• Pushy • Cocky • Demanding• Sarcastic
Taking Control of your Personal Brands
Assertive Confident
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Exercise #4:
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You Can Take Control of Your Brand
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Evolution of a Brand
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• Interrupting people• Being closed to other people’s
ideas• Not saying “please” or
“thank you” enough
Our Personal Brands – Poor Behaviors
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Exercise #5
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Social Branding
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Social Branding & Employers
*Source: 2018 study from
70% of employers screen candidates on social media, and rising.
57% of those have found information on social media that factored into decisions to NOT hire a candidate.
48% check up on current employees on social meda.
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Photographic Appearance
What You Post
How You Post
Secondary Imagery
Where You Post
Sites You Use
Elements of an Online Brand:
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Your Profile & Your Online Brand:
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How You Post
• Word choices• Logic• Humor• Use of sarcasm• Personal attacks
Elements of an Online Brand:
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Online, Tone is Everything.
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To be viewed as the “go-to” resource for marketing insights and deliverables at my firm; a knowledgeable, passionate, and fun-to-work-with team memberwho makes things happen andgets things done.
Branding Mission Statement
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Exercise #6
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Concluding Thoughts
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Thank you for your attention during today’s presentation. For more information, please contact:
Contact Information
Darin M. ReffittPresidentMarketing Intelligents, [email protected]
And now, to our Q&A portion of today’s event.
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Questions
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IASA 2020
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