This presentation comes to you from International Project Management Day 2013 - the annual global virtual summit from IIL that brings together business and technology leaders from around the world to discuss the latest trends and methods in business, leadership and communications. To view the accompanying video keynotes and presentations connect to the event here bit.ly/1blJSkE or purchase the DVD collection http://bit.ly/1fZ9Yc0

1. Establishing Your Personal Brand
Robert Baim MBA PMP CCE
TECG LLC, Managing Partner
©2013 International Institute for Learning, Inc., All rights reserved.

2. What About Bob?
I provide training and consulting services to
companies in all business sectors interested in
improving their project management processes.
I am Bob

3. What is Branding?
A brand is a mixture of attributes, tangible and intangible, often
symbolized in a trademark or logo, which, if managed properly, creates
value and influence.
The Marketing Association of
Australia and New Zealand
A brand is something that you plan or
sometimes stumble on that makes you
feel good about yourself or your business.
Stupid Triangle

4. The Power of Perception – Name Brands
The “name brand” will not disappoint you
The “name brand” implies a certain degree of quality
The “name brand” justifies a higher price
The “name brand” will be around for a long time
How do you want to be perceived?
Do you want to be a generic, a knock-off or a name brand?

5. Career Search Approach to Branding
“…….. building your personal brand is about understanding how you
want your professional life to be seen by others, and then managing
your presence in both the offline and online worlds towards that end.”
Email from Marc Cenedella,
CEO & Founder, The
Ladders, June 13, 2011

6. Important Questions
Is a good brand better than a good resume?
Is a good brand better than a good reputation?
Do you need all three?
What about your educational achievements and certificates?
WHY is a brand so important to you?

7. WHY?
Establishing a brand has to be something that you want to do.
It shouldn’t be just a check in the box.
Hopefully, it’s not the result of a compliant request.
Examine the “why” of branding and convince yourself it’s important.
Don’t discount your degrees and certificates. They are part of your brand.

8. Branding Yourself as a Project Manager
Become a process expert (i.e., “We don’t have adequate resources.” versus,
“The process for acquiring resources is inadequate.”)
Demonstrate where and in what processes you are different.
Market your skills and services using accomplishments (similar to resume).
Climb out of the box – be different, but be comfortable.
Create an image that is recognizable to your management and clients.

9. Defining Your Objectives
Embrace who you are.
Acknowledge what you enjoy doing.
Define your reason for creating a brand.
Consider pros and cons of branding your name.
Talk to co-workers and friends about your branding steps. Their input is
important for the brand to be credible.
Be careful about setting an arbitrary deadline, but don’t procrastinate.

10. Self-Assessments are Important
What do you want others to know about you?
If someone were to describe you, what would you want them to say?
How consistent are your social network updates to the image that you
want to project?
Do you have a picture of your brand somewhere in your eyesight were you
can be reminded of it on a regular basis?
Do you have a plan to develop your brand?

11. What About Bob? Personality / Behavior
Bob Baim (that’s with an “m”)
Preacher’s kid
Myers Briggs – ENFJ
Grew up in Pittsburgh, PA
Bashful introvert
Baby Boomer
Driver / Analytical
Hokie (Virginia Tech)
Retentive (almost clinically)
Married 40 years (to same wife)
Pisces
Changes story to fit the
situation (wife’s opinion of Bob)
Prefer Simple

12. Avoiding Redundancy
Stay away from clip art approaches for logos.
Think about what uniquely defines you.
Does anything symbolize what you believe in?
Don’t confuse the intended audience with too many brand identifiers and
logos.
Changing your brand after the fact can be difficult and unsuccessful.

13. Brands May Just Happen
Yul Brynner and Telly Savalas

14. Attributes of a Perfect Brand
Simple – The brand is clear for everyone to understand
Credible – The brand belongs to you, it represents you, it is you
Predictive – The brand tells others what to expect from you when they work
or interface with you

15. Manage Your Branding Efforts as a Project
Start with a Charter and brand
justification with emphasis on
personal versus business
brand.
Engage key stakeholders.
Define all requirements.
Prepare brand development
plan.
Identify deliverables and
objectives for the project.
Establish a schedule with
milestones and review points.
Execute the plan.
Implement a continuous
improvement process to
maintain and update brand.

16. SWOT Analysis
Strengths and Opportunities
Unbiased review by others
(remember – it’s hard to be a
judge)
Get agreement
Leverage trends – don’t fight
Benchmark others
Weaknesses and Threats
Understand weaknesses
Recognize how others see you
Create a plan to minimize both

17. SWOT Analysis
What personal traits are your strongest or most noteworthy?
What makes you distinctive or distinguished?
Is there anything that makes you remarkable in any way?
You must decide on who you want to be – only you can answer that
question.
Come to grips with who you are and who you are NOT.

18. Self-defining Attributes
What are your 5 best attributes?
Who else has these attributes?

19. Benefits of Branding
Builds your credibility
Helps you build a new business
Connects you to like-minded individuals
Increases your “findability” in your social groups and with friends and
colleagues
Tells your story

20. What About Bob? Social Networks
LinkedIn
Book Publisher - Warwick House
Facebook (2 Accounts)
High School Reunion
YouTube
AACEI Member Web Site
IIL Web Site
Virginia Tech Alumni
Avoiding the OS Phase web site
Civil Engineering Association
LexisNexis
Phi Kappa Phi
PMI Member Web Site
Beta Gamma Sigma

21. Challenges
Developing a personal brand is not an easy process.
There will be many starts and stops and do-overs.
Branding is not something that you just sit down and do.
The potential for scope growth is enormous.
Friends and associates might not like the results.

22. Remember the Branding Attributes
Simple
Credible
Predictive

23. Questions?

24. Intelligence – Integrity – Innovation
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