Debunking the Myths of Personal Branding

Debunking the Myths
of Personal Branding
Learn How to Stand Out from the Crowd & Win that Ideal Job!
Copyright © by Jay Olson 2019

Grow Your Brand, Grow Your Business
Cell: (262) 402-8669
ralpjolson@gmail.com
https://linkedin.com/rjayolson
30 Years as a marketing leader | branding consultant | mentor driving sustainable growth & brand equity
2017 Agile Conference:
• Waiting list after 3rd
day, 500+ attendees
• NPS = 45
Community EngagementNew Market Entry
Captured 15%
market share 1st
year
Brand Repositioning
• $7 million in new
product orders
• 23% sales jump
year 1
Brand Acquisition
Positioning strategies
contributed to 50%
annual growth
Global Brand Integration
Repositioning strategies
generated 40% year-on-
year sales growth
What my experience has generated:
Startup Marketing
Brand & digital marketing
campaign contributed to
breakeven in 5 months
Attractions
with a SPIN
FRESH
INSIGHTS
Qualitative research
Quantitative
research
Market analysis
Competitive analysis
BRAND
DIFFERENTIATION
Brand positioning
Brand workshops
Message strategy
Brand integration
CLARITY
RESONANCE
Digital | integrated comm.
Content marketing
Content creation
Blogging | social media
SEO|SEM
What I deliver:
A collaborative partnership focused on
building purpose-driven brands & bringing
them to life so that, together, we can improve
people’s lives and our planet.
Inspire people to think differently
Build trust & relationships
Teach & learn at every touchpoint
Ignite passion & emotion
Spark engagement & invoke diversity of thought
What I offer:
 Brands with a purpose
set on improving quality
of life outperform the
stock market by 120%.
 60% of millennials
seek employers with
a clear purpose.
 Purpose-driven brands
offer the best
opportunity to
differentiate

Heineken – Open Your World
Myth 1: I don’t need a personal brand.
Your personal brand already
exists. So ask yourself:
• What does it stand for?
• Is it communicating the
right message?

The power of a strong personal brand
 Creates deeper emotional connections
 Makes you unique
 Provides the foundation for building trusted relationships
 Prevents your purpose and beliefs from being compromised

Myth 2: I have to create a distinctive image.
Brands are based
in reality, not spin

Myth 3: I have to adapt my personal brand to the
culture of the organization.
“The goal is not to do business with everybody who
needs what you have. The goal is to do business
with people who believe what you believe.”
- Simon Sinek

Culture mirrors leadership
The puzzle of motivation
- Daniel Pink, TEDGlobal 2009
Autonomy, mastery & purpose vs. carrots & sticks
Great leaders do 3 things well: Inspire, listen and build trust

Great brands put their mission and values into action everyday

SodaStream International

Myth 4: I own my personal brand.
Your personal brand exists in the hearts and minds of those who know you

Myth 5: The strength of my personal brand is based
on my core competencies.
When you are in an interview with a
prospective employer, it’s not the
credentials on your resume they really care
about. That’s like looking in a review mirror.

We live in a white water world
Learning, adapting and pivoting are essential survival skills.

“People don’t buy what you do, they buy why you do it.”
- Simon Sinek
Competence
Unconscious
Prejudice
Reputation Relatability Price
Perceived Brand Value
 What you do
 Product & Service
Benefits you
deliver
 Stereotyping
 Age, race, gender,
stature & location
bias
 Relations built
 Trust engendered
 A lifeline
commitment
 Positive energy
 WHYs & HOWs
 Mindset
 Personality
 Investment of
time & resources
 Salary & benefits
 Payback

Myth 6: I don’t need to build my personal brand online.
Today, it is most likely that the
first impression will be formed
online rather than in person.

Myth 7: Building personal brands is expensive.
To stand out, send out
personalized, hand-written
messages on your own
branded thank you cards to
show your appreciation.

What is the most important thing you can to do to
stand out from the crowd and win that ideal job?
SHOW (vs. tell)…
Put your personal brand into action through vivid stories that
bring your purpose and values to life.

Your purpose is your brand’s story
Google search: reunion
Google's mission:
to organize the world's
information and make
it universally accessible
and useful.”

What is the one thing you’ve accomplished in your
career that you are most proud of?
Put your personal brand into action by demonstrating:
 Your WHY and HOWs
 A learning mindset
 A can-do, do-what-ever-it-takes attitude
 How you actively sought feedback and used it to improve
 How you were able to learn, adapt &/or pivot
 Your leadership style
 Your team-building skills
 Impact on your customers and fellow teammates
 The things you loved most about this experience or were most proud of
 The impact this had on business outcomes

• Your personal brand is based in reality, not spin.
• Focus on the value you can bring to your employer in a white water world.
• Validate what you believe to be true about yourself with honest feedback.
• Put your personal brand into action through vivid stories that bring your
purpose and values to life.
• Make your digital brand congruent with your real-world brand.
• People want to feel appreciated. Show them.

Source: Analogy of the bamboo tree, David Thompson, Goodlook Marketing
Your journey to build your personal
brand is analogues to growing a
bamboo tree. It takes time. But if
you stay focused and remain
diligent, your growing reputation
will lead to great things to come.

Cell: 262-402-8669
ralphjolson@gmail.com
https://www.linkedin.com/in/rjayolson/
https://twitter.com/BrandMC2
BUILD YOUR BRAND, GROW YOUR BUSINESS
Thank You!

Debunking the Myths of Personal Branding

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