Learn how to brand and communicate your own career effectively in 10 easy steps!

2. The Shotgun Method
And why you should be avoiding it

3. Shotgun Method
0 Have you ever applied to 100
jobs online hoping for real
results?
0 Do you think this method is
sustainable for your career?

4. This is where your apps go…

5. Ready, Aim, Miss……..
0 ”I am going to blast
content out into the
world in the hopes of
hitting interested
customers”
0 a wide spread of applications
to cover as much ground as
possible, like a shotgun

6. Common Recruiter Complaints

7. Too Many
Clichés
Drive?
Commitment?
Can’t
explain you
to others

8. Stand Out With Your Brand

9. A Brand is….
Unique

10. Brand
It’s time to apply smarter

11. The 5 x 5 Brand Method
5 Steps of
5 Steps of
Building Brand
Communicating Brand

12. The 5 x 5 Brand Method
0 Develop Seamless Self-Brand
0 Fuse Purpose & Skills
0 Better Communicate “You”
0 Develop Memorable Story
0 Attract Business Interest

14. Focus On You…
• Take a personal day
• Devote time to self discover
• Structure your identity
• Write everything down

15. Take Notes

16. Let’s Build Your Own Secret Sauce
yumm
y

17. 1
2
3
Your Goal

18. Unearthing Your Brand Beneath
You’re going to
start by discovering
your HOW
and then work
backwards to the
core
your WHY.

19. “WHY” is the heart of your brand

20. Step 1
Discover Strengths – The How

21. Your Two Skillsets
Professional (learned)
Personal (natural)

22. What are you good at naturally?
• Gallup’s Strengths Finder
tool helps you locate your
general abilities
•
Achieving, planning,
creating, collaborating etc.
• 170 Questions (click picture)
• 3rd Party assessment of
abilities leads to deeper
insights
• Better Understanding of Self
Click the pic for
Strengths
Finder

23. …After the Questionnaire
0 Copy top 5 strengths
0 Read about them
0 (click picture)
0 Highlight insights
Click the pic to
learn about
your skills

24. Connect Professional and Natural Skills

25. Connect The Dots
Personal Skills
Communication
Teamwork
Professional Skills
PowerPoint,
Presentations
Project Management
Achiever
Budgeting
Ideation
Design

26. Step 2
Discover Purpose – The Why

28. 0 Why do you keep
preforming despite
pressure and stress?
0 What end result do you
bring business?
0 What do you keep
coming back to?

29. Your Two Brand Purposes
Business
Personal

30. Business Purpose
(Mad Libs)
I am driven to help ____________________ by
business or industry
increasing ____________________ with my
hard business metric
unique ability ____________________ ,
skillset or ability
resulting in ____________________ and
result
increased business value.

31. Personal Purpose
0 Think of activities and
things you like to do or
make
0 Ask yourself “WHY?” five
times to drill down
deeper
0 Eventually you will hover
over a few key points

32. With Purpose, Skills Come Alive

33. Your Skill Set Becomes Packaged

34. Recruiters Can See The Big Picture

35. You’ve Begun To Shape Your Brand…

36. Step 3
Brainstorming & Concept Formation

38. Make a
(handwritten)
Strengths Finder Skills
Professional Skills
Business Purpose
Personal Purpose
Master Sheet

39. My
(simple)
Master Sheet
0 Strengths Finder Skills - Relator, Ideation, Adaptability, Empathy,
Connectedness (plus information)
0 Professional Skills - Brand Building, Segmentation, Marketing,
Strategy, Research, Analysis, Ideation, Design, Presenting
0 Business Purpose - I am driven to help medium size companies in X
industry to develop loyal, repeat fans by cultivating and leveraging
brand to drive sales and communicate a company's unique value.
0 Personal Purpose - I am dedicated to helping people communicate
effectively by enlightening them to linguistic phenomenon, brand
building insights and the innovation process.

40. Brainstorming GOALS
0 Discover Insights
0 Find Unseen Connections
0 Develop Birds Eye View
0 Connect WHY to HOW

41. Post-its Session
Stick up your strengths, purposes, ideas, drives and
organize them! Can you make sense of them?

42. Voice Record Your Brand
Use Post-its
to Help You
Explain Your Brand With
A Recorder in
2min. 1min. 30sec.
Then Listen.

43. Ask For Help
What are my
strengths?
Ask for feedback to
gain a deeper
understanding of how
people perceive you

44. Step 4
Landor’s Visual Brand Driver

45. Develop Your Brand’s Visual Elements

46. Understand Yourself Visually
0 Choose 9 images that
you believe best
describe your brand,
career and personality
0 The process will help you
understand and
visualize your brand
elements and its
perceptions

47. The Visual Brand Driver System
9 images that form a
brick, with each image
being drawn from a
specific category
Make one for yourself and
have others make one for you.
Internal and External
perceptions – do they match?

48. What Do The Pics Say About You?
Write insights on your master sheet

49. Step 5
Position Statement, Slogan & Packaging

50. Let’s Tie Your Brand Together…

51. …Polish The Seams

52. Your Slogan
0 Simple Rules of Slogan Building
0 5 Words Max
0 Germanic Words Only!
Click the
pic for
example
slogans
0 Canine vs. Dog
0 Achieve vs. Win
0 Connect purpose and your
brand value
0 Your slogan should not be
applicable to any/thing/one
else – test it out
0 Prepare for frustration
0 Example Slogans – click pic
My Slogan
Curiosity. Armed & Lethal

53. Slogan Exercise
0 Ask Yourself:
0 What is your core
strength that drives all
others?
0 What is your god
particle?
0 What do you value the
most that you want
business to gain from?

54. Position Statement
0 Use your master sheet
0 Work on your business
purpose
0 What end business metric
will you influence?
0 What exact type of
business or industry will
you target? Why?
Purpose?

55. Pick a Brand Story
0 Choose a poignant,
memorable life story or
lesson you’ve learned that
spurned your core brand
development
0 A Story overcoming
challenges and showing
growth
0 Use the story as a bridge to
introduce yourself and what
your brand offers businesses

56. Pick Two Brand Hobbies
0 2 Hobbies to reinforce and
demonstrate your drive
0 Ex. I’m curious and a self-
starter: I’ve taught myself
8 languages.
0 Use these as a bridge to
explain how your purpose
permeates both
professional and personal
aspects of your life

57. Finalize Your Master Sheet

58. Now You’ve Developed Yourself

59. Next Learn How To Communicate Your Brand

60. In Phase B…

62. Ok, You Know You’re Cool

63. Can You Convince Others?

64. Let’s Demonstrate Your Value

65. Step 1
Develop Advertising Material

66. Advertise Yourself
0 Demonstrate that you
understand your brand
0 Prove you know what
people are looking for
0 Let’s do an advertising
exercise…

67. Cisco Advertisement Template

68. Cisco Advertisement Template
Left Side
Product
Strengths,
Abilities and
Qualifications
(HOW)
Right Side
Brand Value
and Promise
with punchy
emotional
twist
(WHY)

69. Advertisement Template
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70. Advertisement Template
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71. Your Turn!

72. Step 2
Perfect LinkedIn Profile

73. Why Linkedin?
Slogan / Brand
Skills
Use your Linkedin profile to explain your brand, its value
to other professionals and the skills and experience
used to realize the brand promise

74. Summary Section
Introduce Brand Story
Tactics
0 No Longer than 500 words
0 Utilize Story Format
0 Stress Brand Not Skills or
Experience
0 Slogan, Brand Value,
Positioning Statement
0 Story of Brand
Development
0 End with professional
Skillset – list top skills

75. Worth 1000 Words
Professional Picture
Tactics
• The First Element on
Your Page
• Please Smile 
• No Selfies
• Approachable
Expressions

76. Collect Endorsements
Evidence of Your
Skills
Tactics
0 Reciprocity
0 Endorse Others
Frequently and
Meaningfully
0 People are more
likely to help you if
you help them first

77. Collect Recommendations
Evidence of Your
Brand Value
Tactics
0 Plan to recommend two
close friends tomorrow!
0 People are more likely
to help you if you help
them first
0 Tell them what
language to use,
keeping them to brand
narrative

78. Step 3
Develop Brand Website

79. Website – The New Business Card
0 Order of Operations
Click picture to
see my example
website
0
0
0
0
0
0
0
0
0
Brand Slogan
Brand Promises
Brand Value
Brand Story Paragraph
Drive / Purpose
Skills and Experience
Recommendations
Portfolio
Fresh Content –
demonstrate field
knowledge

80. Research Competition
Though Leaders
Follow an Example
0 Research websites of
though leaders in your
industry
0 How do they format
their website?
0 What do they stress?
0 What
elements/content
strategy do they use?
0 Learn from them -
Imitation is the best
form of flattery

81. Step 4
Create Visual Resume

82. Visualize Brand Story
Show, Don’t Tell
Tactic
0 Make content
digestible and
accessible
0 Not meant to stand
alone
0 Enhances all other
career marketing
materials

83. Free Online Services
Online Services
0 re.vu
0 vizualize.me
0 www.visualcv.com
0 resumup.com
0 sliderocket.com

84. Step 5
Produce Video Resume

85. YouTube
Video Resume
Tactic
0 Video is the most
engaging and convincing
form of media
0 No Longer than 2 mins
0 Create multiple videos
Click pic to see
my example
resume
and use youtube to
youtube links, building a
menu system (click
picture for example)

86. Now You Have The Tools

87. But, Remember

88. Don’t Apply With A Shotgun

89. Apply With A Sniper Rifle

90. Apply With Your Brand