How to Develop your Personal Brand

1. Developing YOUR Personal Brand

2. What Is Personal Branding?
“Personal branding describes the process by which
individuals and entrepreneurs differentiate
themselves and stand out from a crowd by
identifying and articulating their unique value
proposition, whether professional or personal, and
then leveraging it across platforms with a consistent
message and image to achieve a specific goal. In
this way, individuals can enhance their recognition
as experts in their field, establish reputation and
credibility, advance their careers, and build self-
confidence.”
Dan Schawbel – Author, Publisher, Blogger and Director

4. Why Do We Like These Brands?
Brand Brand Promise
Quality, Service,
Cleanliness & Value
To bring inspiration
and innovation to
every athlete in the
world.
We make it easier to love
technology, so that you
can experience the
future.
Go Further

5. Why Brand Yourself
Which of the following is true regarding
workers 40 and older (True or False)?
Less motivated
Less willing to seek training
More resistant to change
Not as trusting
More likely to have health problems
affect work
More vulnerable to work-family
conflicts
FALSE
TRUE
FALSE
FALSE
FALSE
FALSE
Source: www.strategy-business.com; “Stereotypes and the Older Worker”

6. Why Brand Yourself
BRAND OR BE
BRANDED?

7. Why Brand Yourself

8. Why Brand Yourself
• Define Yourself – What do you want
to do? Who are you?
Answer: I love to do…
• Define Competition – How do you stack up?
Are you missing opportunities?
Answer: I do this by…
• Define Customer – What do they want? How can
you help them? Answer: Now I want to…

9. Overview
• Who are you?
• Why differentiate?
• What is your SWOT?
• How can you fill holes?
• Who is your competition?
• What is their brand promise?
• What is their marketing strategy?
• Why should you care?
• Who is the customer?
• What do they want?
• How can you help them?
• Do they even know about you?

10. Why Differentiate?Who are you?
What your brand
does well.
What your competitor
does well.
What your customer
wants.
Table
Stakes
Your
Advantage
Their
Advantage
Doesn’t Matter

11. What is a SWOT
S W O T
Who are you?
T
R
E
N
G
T
H
S
E
A
K
N
E
S
S
E
S
P
P
O
R
T
U
N
I
T
I
E
S
H
R
E
A
T
S

12. What are Your SWOT’s?
QUESTION MARKS
(opportunities)
DOGS (weaknesses)
SWEET SPOTS (strengths)
SHINING STARS (threats)
To help you understand your strengths, picture
yourself as a competitive product in the
marketplace. A personal strength is an asset to you
as a product and can be used as a way to
differentiate yourself from others when interviewing
or trying to obtain your next promotion.
I love doing these things and I’m good at
doing them.
Try comparing yourself to people you’ll likely
compete against for that next job or promotion.
Then, as objectively as possible, judge your threats
and determine possible ways to overcome them.
These could move into my sweet spot with
additional training. I like them but I’m not
real good at them.
A personal weakness is a liability or an area of
opportunity for growth. These are characteristics
you could improve upon to increase future job
opportunities. Examples: Disorganized,
uncomfortable speaking in front of groups,
tendency to procrastinate, poor listener.
I’m not good at these things and I don’t like
them very much.
Talent
No Talent
Dislike Love
A question mark skill is something you are
good at but may not mesh with your goals
and visions of what you want to do.
I’m good at these even though I don’t
like them very much.
Who are you?

13. What are Your SWOT’s?
QUESTION MARKS
DOGS
SWEET SPOTS
SHINING STARS
Talent
No Talent
Dislike Love
Who are you?
• Managing Trademarks/Legal Liaison
• Matrix reporting structure
• Marketing Collateral Development
• Project Management
• National Program Development
• Brand Message Development
• Account Management
• Marketing Strategy
• Market/Customer Analysis
• Contract Development/Maintenance
• Purchasing
• Budgeting/Finance
• Logistics
• Merchandising
• New Product Development
• Supervising/Motivating
• Customer Business Reviews
• Gathering market analytics
• Social Media

14. What is your vision?
• Vision
• Forward Thinking –You have the power to change!
• Think out 10 years (minimum)
• If you could wave a magic wand what would you like to
do tomorrow, the next day and 10 years from now?
Who are you?
• Drill down into purpose.
• Why do you do what you do?
• Why did you choose your profession?
• Defining moments – tell your story
• How did you get here – triggers
• Why did you make the career decisions you did. Did they pay
off? Why?, Why not?
• Do you want a different result?
• LinkedIn Recommendations and other’s feedback help

15. What is your vision?
• Drill down into purpose.
Why do I do what I do?
• To provide for my family.
• To help people and organizations realize their potential.
Why did I get into this business or career?
• I wanted to be more than a 1-trick pony. I didn’t want to be known as
just a buyer. The food business seemed like a “stable” industry –
everyone needs to eat, right?
• Vision
Where do I want to be?
• A go-to person for branding/marketing process improvement and
project management.
What would I like to accomplish?
• Leave a legacy for my kids.
• Defining moments – tell your story (PAR’s, STAR’s, etc.)
Who are you?

16. Tie It All Together
Your Unique Value Proposition
WOW! HOW?
Think of is as your “WOW-HOW”.

17. Who are you?
Your Branding Map
Social Media
Helping Companies target
their brand message using
the latest in marketing
content tools and technology.
Project
Management
Providing the tactical
roadmap for implementing
marketing strategies
internally.
Analytical
Using Microsoft Office
applications (Excel, Word,
PowerPoint, Project) for
quantifying strategic insight.
Strategy
Generating strategic insights
used in driving the Marketing
engine from data gathered
from customers, suppliers,
brokers and the industry
I HELP FOOD COMPANIES
SATISFY CUSTOMERS BY
COMMUNICATING PRODUCT
AND SERVICE SOLUTIONS
Value Proposition
WOW
HOW

18. Who are you?
Source: Personal Branding – Beloved Brands – June 16, 2013
How can you fill holes?

19. Why Differentiate?Who is your competition?
What your brand
does well.
What your competitor
does well.
What your customer
wants.
Table
Stakes
Your
Advantage
Their
Advantage
Doesn’t Matter

21. How do I Define My Competition?
Who is your competition?

22. What is their brand promise?
Who is your competition?

23. What is their Marketing Strategy?
Who is your competition?

24. Why should you care?
Here are 7 things InterviewSuccessFomula.com found out about the job
search process that you probably didn’t know:
1. There were 3.6 million job openings at the end of 2012. About 80%
of available jobs are never advertised.
2. The average number of people who apply for any given job: 118.
Twenty-percent of those applicants get an interview.
3. Many companies use talent-management software to screen
resumes, weeding out up to 50% of applications before anyone
ever looks at a resume or cover letter.
4. On average, interviews last 40 minutes. After that, it usually takes
24 hours to two weeks to hear from the company with their
decision.
5. What do employees look for before making an offer? About 36%
look for multitasking skills; 31% look for initiative; 21% look for
creative thinking; and 12% look for something else in the candidate.
6. In the U.S., 42% of professionals are uncomfortable negotiating
salary. By not negotiating, an individual stands to lose more than
$500,000 by the time they reach 60.
7. More than half (56%) of all employers reported that a candidate
rejected their job offer in 2012.
Who is your competition?
Source: Forbes Magazine – Jacquelyn Smith – 4/17/2013

25. Why Differentiate?Who are you?
What your brand
does well.
What your competitor
does well.
What your customer
wants.
Table
Stakes
Your
Advantage
Their
Advantage
Doesn’t Matter

27. What do they wantWho is the customer?
Job Descriptions

28. How can you help them?
Who is the customer?

29. Do they even know about you?
70% of recruiters use LinkedIn to find
candidates. They use it as the primary
source, and follow up with a traditional
resume only when they find the
capabilities they are seeking.
Jennifer Hay – Information Technology Resume Service
Who is the customer?

30. Most Important LinkedIn Sections
• Headline & Summary
Why? Recruiters perform straightforward keyword searching.
• Experience
Why? More opportunity for keyword usage.
• Groups
Why? To observe quietly what leaders are talking about, and
who else contributes to the discussion. This way they can see
easily who really has the combination of knowledge and the
communications skills that everyone claims to possess.
• Following
Why? Make sure to stay extremely current in your field, and
show it by following the people who will benefit you by your
association with them.
Who is the customer?

31. Who is the customer?
Communicate Your Brand
Cover Letters
Resumes
Handbills
Business Cards
LinkedIn Profile
Other Social Media
Networking
+ =

32. Why Continually Refresh?
Brand Promise Now Brand Promise Then
Quality, Service,
Cleanliness & Value
To bring inspiration
and innovation to
every athlete in the
world.
We make it easier to love
technology, so that you
can experience the
future.
Go Further
Look for the golden
arches (1961)
There is no finish
line. (1976)
Byte into an apple. (late
1970’s)
Have you driven a
Ford Lately? (1980’s)

33. QUESTIONS?