Recognizing the importance of the "personal brand" image we project is a critical first step in developing and growing our careers. But conventional thinking on the topic is beginning to shift and the importance of our "personality brand" has become an increasingly important dimension. That, and the rapidly escalating use of social media tools makes the art of presenting ourselves a whole new ballgame!

1. V.P.
and
Chief
Marketing
Officer:
PEMCO
Mutual
Insurance
Company
Managing
Your
Online
Identity
With
Your
Future
In
Mind
YOUR
PERSONAL
BRAND

2. What
do
you
see?

3. What
do
you
see?
What
will
be
seen
in
you?
What’s
YOUR
edge?

4. Brand...
 What
is
it?
Definition?
 “A
brand
is
a
collection
of
perceptions
in
the
mind
of
the
consumer.”

5. Personal
Brand...
 What
is
it?
Definition?
 A
personal
brand
is
how
people
perceive
you.
 It’s
the
way
they
describe
you
to
friends.
 It’s
the
way
they
differentiate
you
from
someone
else.
 It’s
the
things
they
remember
about
you
when
you
aren’t
around.

6. Personal
Brand...
 What
is
it?
Definition?
 A
personal
brand
is
how
people
perceive
you.
 It’s
the
way
they
describe
you
to
friends.
 It’s
the
way
they
differentiate
you
from
someone
else.
 It’s
the
things
they
remember
about
you
when
you
aren’t
around.

7. Personal
brand...
 How
do
you
want
to
be…
 Perceived?
 Described?
 Differentiated?
 Remembered?

8. “Your
‘personal
brand’
is
based
on
the
impression
you
want
to
create.
It’s
about
packaging
yourself
in
a
certain
way
to
appeal
to
a
certain
audience.”

9. Your
brand
framework
What’s
inside
your
personal
brand?
Brand
Attributes
Brand
Brand
Personality
Promise
Brand
Brand
Driver
Positioning

10. The
power
of
one...
 You
are
one
person.
 You
have
one
life.
 You
have
one
personality.
 You
have
one
set
of
values.
 You
have
one
future.
 You
have
one
brand.
 Offline
and
online
are
one.
 Bring
your
one
(whole)
self
to
all
you
do.

11. “They
don’t
by
what
you
do,
they
buy
why
you
do
it.”
-­‐
Simon
Sinek
Why?
-­‐
Belief
Purpose
-­‐
Cause
How?
Guiding
Principles
What?
Tangible
Proof
-­‐
Results
The
Why
is
your
driving
The
Hows
are
the
specific
The
Whats
are
tangible
motivation
for
action.
actions
that
are
taken
to
ways
in
which
you
bring
Your
purpose!
realize
your
Why.
your
Why
to
life.

12. Heroes
&
Zombies
Differences?
Design
their
own
lives
Wander
aimlessly
through
life
Driven
by
a
compelling
purpose
No
true
rhyme
nor
reason
Admired
for
their
achievements
Little
to
show
for
their
effort
Wage
a
triumphant
battle
Walks
away
from
adversity
Thrilled
by
overcoming
challenges
Putting
in
their
time
until
expiring

13. Your
“WHY”
is
your
purpose
What
motivates
and
excites
you?
 What
do
you
love
to
do?
 Where
do
you
like
to
be?
 How
do
you
like
to
act?
What
are
your
core
values?
 What
in
life
is
important
to
you
and
WHY?

14. Go
to
fun!
Identify
your
passion.
“People
rarely
succeed
unless
they
have
fun
in
what
they
are
doing.”
~
Dale
Carnegie

15. Go
to
fun!
Identify
your
passion.
Do
Be
Act
Integrity
Responsibility
Courage

17. “Mystery
is
in
the
history:

18. Why
is
personal
branding
so
important?
 At
least
half
of
all
companies
conduct
background
checks
on
social
networks.
Careerbuilder
2009
 Two-­‐thirds
of
job-­‐hunting
college
grads
aren’t
cleaning
up
their
social
network
profiles.
CollegeGrad.com,
September
2009
 Hiring
managers
are
paying
attention.
Are
you?

19. The
Permatail
Impact.
 Search
can
be
both
powerful
and
scary
-­‐-­‐
the
good,
the
bad
and
the
dumb
will
show
up
on
the
web.
 Search
doesn't
have
a
half-­‐
life,
it
not
only
has
a
long
tail,
but
a
permatail.

20. Housekeeper
wanted...
Craig’s
List
MySpace
Page
Personal
Blog
Local
Police
A
picture
of
the
"I
am
applying
Only
six
applicant,
for
some
menial
matches.
The
drinking
beer
jobs
that
are
sixth
indicated
from
a
funnel.
below
me,
and
that
the
Under
hobbies,
I'm
annoyed
by
applicant
had
the
first
entry
it.
I'll
certainly
been
arrested
was,
"binge
quit
the
minute
I
for
shoplifting
drinking."
sell
a
few
two
years
paintings."
earlier.

21. Be
aware
of
potential
missteps!
tifi cial
A r
Phony
Stagnant
G reed
Consumed

22. Phony:
Your
personal
brand
is
based
on
what
your
audience
wants
you
to
be
rather
than
who
you
are.
Your
Personal
Brand

23. Artificial:
Your
personal
brand
is
manufactured,
rather
than
a
living,
breathing
part
of
your
personality.
Your
Personal
Brand

24. Average:
Your
personal
brand
strategies
are
based
on
a
set
of
one-­‐size-­‐fits-­‐all
techniques.
Your
Personal
Brand

25. Stagnant:
Your
personal
brand
is
stale
and
is
not
evolving
with
your
career.
Your
Personal
Brand

26. Greed:
Your
personal
brand
is
designed
to
maximize
your
profit
rather
than
serving
your
purpose.
Your
Personal
Brand

27. Consumed:
You’re
so
wrapped
up
in
building
a
“personal
brand”
that
you
forget
your
own
natural
personality.
Your
Personal
Brand

28. The
Lesson:
Never,
ever
sacrifice
your
personality
for
your
personal
brand
Your
Personal
Brand

29. The
Lesson:
Never,
ever
sacrifice
your
personality
for
your
personal
brand
Perso nality
Your
Brand

30. “Your
‘personality
brand’
is
based
on
who
you
actually
are.
It’s
about
identifying
and
expressing
your
unique
personality
strengths…
in
a
way
that
connects
and
communicates.”

31. Social
media
building
blocks
What
you
say
and
do
online
matters.
How
do
you
choose
to
use
the
tools?!

32. Social
media
building
blocks
“The
single
most
important
first
impression
you
make
is
with
the
3600
to
5000
pixels
you
get
for
your
tiny
photograph”
–
Seth
Godin
Your
photo
is
your
best
choice.
Communicate
openness
The
real
you.
and
enthusiasm.
Use
a
white
or
neutral
background.
Don’t
try
too
hard
to
stand
out.
• .
• .
sense
of
any
detail
you
Make
Be
consistent.
add
to
your
avatar.
Use
the
same
avatar
everywhere

33. Social
media
building
blocks
“Social
media
resumes
are
important
for
attracting
hiring
managers
directly
to
you,
without
having
to
submit
your
resume,
blindly,
to
them.”
–
Dan
Schawbel
Keep
it
simple.
Start
with
a
website,
Your
name
as
your
URL
is
key.
a
blog,
or
both.
yourname.com,
or
yourname.net
Match
your
brand
to
your
Integrate
social
network
profiles.
• .
design
style.
resume
Linked
In,
Facebook,
Twitter,
etc
.
•
Enhance
with
multi-­‐media.
Make
it
easy
to
share.

34. Social
media
building
blocks
“Whether
you
know
it
or
not,
your
profile,
your
feed,
the
groups
you
belong
to,
the
events
you
attend
and
the
friends
you
share
say
everything
about
you.”
–
Brian
Solis
Fill
your
profile
out
completely
…
Know
your
audience
and
and
accurately!
update
your
status
regularly.
Listen
and
explore,
but
be
The
pictures
you
post
and
the
• .
thoughtful
with
your
“likes”
pictures
you
are
tagged
in.
.
•
Set
your
privacy
settings.
Share
relevant
information.

35. Social
media
building
blocks
“A
powerful
tool
for
college
students
seeking
internships
and
jobs…
the
way
that
you
conduct
yourself
has
far-­‐reaching
implications
as
you
start
your
career.”
Create
a
solid,
branded
profile.
Be
flawless!
Correct
grammar,
Have
a
unique
URL.
spelling,
and
be
complete.
Join
relevant
groups
and
Find
and
connect
with
• .
in
group
discussions
engage
relevant
contacts.
.
•
Connect
website
&
twitter
accounts
Position
yourself
as
a
leader.

36. Social
media
building
blocks
“Just
being
on
Twitter
isn’t
enough.
You
have
to
participate.
Join
the
conversation.
Create
conversation.”
–
Jennifer
Horowitz
Claim
your
twitter
handle
and
Be
an
active
listener
and
a
synchronize
your
avatars.
valued
contributor
Identify
communities
of
interest
and
Pay
it
forward:
Promote
others
by
• .
introduce
yourself.
sharing
content
and
retweeting
• .
Become
a
recognized
enthusiast,
Be
yourself…
Authentic,
expert
or
resource.
Answer
transparent
and
real.
questions.

37. So…
Now
what
do
you
see?

38.  Twitterr
–
@NW_Mktg_Guy
 Blog
–
www.rodbrooks.com
 Facebook
–
Rod
Brooks
 Linked
in
–
Rod
Brooks
 e-­‐mail
–
rod.brooks@comcast.net
THANK
YOU!