How to use a Personal Brand during a career transition

1. Put yourself in the driver’s seat with a Personal Brand Put yourself in the driver’s seat with a Personal Brand Photo credit: jpg -P image52.webshots.com/.../398605150rUmIDN_fs.jpg

3. What is a Personal Brand

4. Why you need one

5. How to develop one

6. Using Social Media to find a job or prospect Front page photo credit: jpg -P image52.webshots.com/.../398605150rUmIDN_fs.jpg

7. How do you make people feel?

8. Something to think about “People will forget what you said. People will forget what you did, but people will never forget how you made them feel. ~Maya Angelou

9. The definition of a brand A brandis the sum of the all the perceptions and emotions about a product, or service that live inside a customer’s mind.

10. This is a product

11. This is a logo

12. This is a brand A brand is a promise of value Photo Credit: ant.sillydog.org/blog/pic/cult_of_mac_400x503.jpg Photo Credit: farm2.static.flickr.com/1093/653566351_2ce5d0.

13. How a Product or Service differ from a Brand A product is made; a brand is made up of trust and relationships. A service is a value delivered; a brand is a personality. A product is sold by a merchant and a service delivered by a consultant; A brand is bought by a customer. A product or service can be easily copied by a competitor; a brand is unique.

14. The Good News… A brand can be a business person’s best friend Photo credit:2.bp.blogspot.com/.../XfYDBF6vLjc/s320/cow.jpg

15. The Good News… A brand can be a business person’s best friend The Bad News…. Or Not

16. The Good News… A brand can be a business person’s best friend The Bad News…. Or Not The reality…. you have one (like it or not)

17. We choose, use and engage with brands every day The car you drive The soda you drink The computer you use People you recognize by first name alone?

18. Visible representations of brands are everywhere

19. You DON’T own your brand Your Customers Do! Without their perceptions and emotions in their heads, all you have is a product or service.

20. This is important because of a simple truth: People buy from who they KNOW, LIKE and TRUST!

22. PR

23. Sales

25. PR

26. Sales

27. Business DevelopmentThe brand influences the perceptions and emotions that cause people to “like and trust” you

28. Branson on Branding The idea that business is strictly a numbers affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers but I think I’ve done a reasonable job with feelings. And, I’m convinced it is feelings and feelings alone that account for the success of the Virgin brand in all of it myriad forms.” Richard Branson

29. A Personal Brand definition The perceptions and emotions maintained by someone else other than you describing the total experience of having a relationship with YOU

30. YOU have a brand

31. Your role as Marketing Officer of Brand YOU To steer, shepherd, direct and inspire these perceptions and emotions so that they align with your vision for your brand andyour goals for your career.

32. Tom Peters on Personal Brands “The good news, and it is largely good news, is that everyone has a chance to stand out. Everyone has a chance to learn, improve and build up their skills. Everyone has a chance to be a brand worthy of remark. “ ~Tom Peters

33. Why you need a Personal Brand? HERE

34. We all are Free Agents in this new economy

35. A Personal Brand Creates differentiation A Personal Brand helps those buying what you’re selling to choose you Increases your visibility Social Media is a big driver behind the recent growth in Personal Brands Shortens sales cycles Speeds up the process for people to know, like and trust you Improves confidence Gets you in the right “mindset” Supports your goals and objectives A good brand is developed at a strategic level and executed (and lived) daily in the details

36. Personal and Company brands have similar elements Personal Brand Company Brand Brand Identity Locate things Brand Attribute(s) Charismatic, Great Orator Brand Promise Fast, accurate, search results Change

38. Value Communication

40. And includes listening to how others experience you How do others experience you? What do people compliment you on? What about you makes people stop, watch and say WOW? Photo Credit: farm2.static.flickr.com/1213/1389750548_4c24c...

41. And identifying who needs what you sell What is important to your target audience? What keeps them up at night? How can do you deliver a unique solution to them? Photo Credit:www.andreasbard.com/goals2007.jpg

42. What are your brand attributes? Persistent Detail Oriented Organized Reliable Prolific Adaptable Driven Facilitator Methodical Creative Punctual Easy Going Diligent Helpful Self Starter Energetic Hilarious Adaptable Results Driven Trustworthy Organized Thoughtful Consistent Likeable Continuous Learner Strategic Motivated Efficient Quick Study Genuine Innovative Dynamic Choose ones that are authentic for you and relevant to your goals and audience

44. Who it is intended for

45. Your differentiationMake sure it is short, simple, easy to memorize and understand A Good Brand Promise provides focus for decision making and helps you prioritize work and marketing activities Photo credit: 3.bp.blogspot.com/_WDdUbuPoIjI/SldWLxw-gvI/AA

46. Value Communications starts with a plan Choose communication vehicles to reach your target audience AND play to your strengths Use your brand attributes to develop key messages that communicate your unique value proposition Develop a timeline to implement that supports constancy in your communications Brand Communications Wheel Bio & Resume Public Speaking Social Media Volunteer Articles Networking Photo Credit: www.fuzzone.com/blog/wp-content/uploads/2009/...

47. Consistently walkingyour talk iskey to Value Delivery Design processes and implement habits that align with your brand attributes Use your brand promise as a decision making tool for your work, time-management, marketing, etc. Get regular feedback to document your value delivery Social Media Photo Credit: MarzanaMax - Flickr

48. Nurture your brand to maintain it Use Google Alerts and feedback from your audience to continually gather valuable feedback Establish metrics to measure success (i.e. page rank in Google for your name) Evolve to stay relevant Social Media Photo Credit: MarzanaMax - Flickr

49. Use the three brand principles to tie it all together Take the time to bring clarity in what sets you apart Consistently deliver predictable value Be constantly visible to your target audience Social Media Photo Credit: MarzanaMax - Flickr

50. Five ways to use Social Media to find a job or prospect Listen to relevant industry conversations Research prospective employers and prospects Network with friends and colleagues Find people in your field Share your expertise Social Media Photo credit: www.attcnetwork.org/images/mainphoto_find.jpg

51. Listen What is being said about you, your field, industry, prospective clients or employers Who is hiring in your field or industry News about a prospect or employer Tools: Google Alerts, Twitter Social Media Photo credit: www.attcnetwork.org/images/mainphoto_find.jpg

53. Target Companies

54. Keywords Social Media

56. for Research A great feature of Linkedin is the ability to see the “unseen” network among people you know. Linkedin also offers great intelligence on recent employee moves within a company. Social Media

58. for Networking Don’t overlook the ability to wisely promote activity that supports your brand via “What I’m working on” in Linkedin. “Wisely” means relevant information to your network that help you stay top of mind about activities that support your brand. Social Media

60. Hiring Companies

61. Targeted ProspectsTools: Linkedin, Twitter Social Media Photo Credit: i.ehow.com/.../5302485/FindDimkyy-main_Full.jpg

62. Finding people, companies, & info. on Twitter Twitter search resources: www.twitter.com/search www.tweepz.com www.twellow.com www.tweepsearch.com Social Media

63. Share Your expertise, thought leadership, unique value proposition Tools: Slideshare, Facebook, Blog, Twitter, Visual CV, Podcasts, Youtube, Webinars Social Media Photo Credit: i.ehow.com/.../5302485/FindDimkyy-main_Full.jpg

65. Control who sees it, or

66. Share via social networks

67. Outstanding for Google rank

68. Ability to customize for different audiences Social Media

69. Five Social Media Best Practices Profiles Claim your name Shoot for consistency in profile name across different social media Fully complete a profile on 1-2 key social networks. Consistency counts With names, photos With profiles, remember to use your brand attributes but also show your personality Get your “elevator pitch” down to 140 characters Listen first, engage second Be authentic; “faking it” is never a good strategy

70. Five Next Steps Revisit your mindset Think of yourself as a “free agent” Research your brand Review the questions about yourself to pinpoint your differentiation Ask for feedback from others; Consider a 360 (www.reachcc.com) Choose brand attributes to use in communications Google yourself to get a baseline on your online visibility Set-up a Google Alert on your name Ask yourself what content can you create and share that helps your target audience to “know, like and trust” you. Fully complete your profile on Linkedin to use as your “online home base” Claim your name (http://linkedin.com/in/yourname) and put it in your email signature line Fill out the profile summary and use a professional headshot Incorporate your brand attributes into your profile summary Email me to receive my “10 Top tips to maximize your brand on Linkedin.”

71. Your brand is your story! Live it inside, Tell it outside, and People will LISTEN

72. Thank You! “A brand WORKS when the stories you tell about yourself are the same stories others tell about you What stories are people telling about you? “ ~Alicia Falcone Linkedin.com/in/AliciaFalcone Twitter.com/AliciaFalcone Alicia@thebrandatwork.com www.thebrandatwork.com My Brand Promise A driven, self-starter, I hold myself accountable to creatively solve marketing challenges with innovative solutions that create tangible, measurable results for the businesses I serve.