This presentation discuss the basics of branding, components of your personal brand, how to develop your own brand, and ways to reinvent or reignite your brand after it has taken a hit.

1. You Inc.
Personal Branding and Professional Success
2009 Indianapolis Women of Color Conference
February 20, 2009
© 2009 Jessica Faye Carter. All Rights Reserved.

2. Agenda
Getting Started
Brand Basics
You Inc.
Re-inventing Your Brand
Q&A/Wrap-Up
© 2009 Jessica Faye Carter. All Rights Reserved.

3. Getting Started
© 2009 Jessica Faye Carter. All Rights Reserved.

4. What do you see?
© 2009 Jessica Faye Carter. All Rights Reserved.

5. Nike
Nike is the Greek goddess of victory
Nike is for winners and serious athletes; look at their spokespeople
Nike is cool, trendy, hip
People want to be seen wearing it
Nike is expensive
Makes a statement about your “economics” (sort of)
© 2009 Jessica Faye Carter. All Rights Reserved.

6. Now let’s apply this to
you and your career
© 2009 Jessica Faye Carter. All Rights Reserved.

7. This is a brand.
© 2009 Jessica Faye Carter. All Rights Reserved.

8. Brand Definition
“A name, term, sign, symbol or design, or a combination of
them intended to identify the goods and services of one
seller or group of sellers and to differentiate them from
those of other sellers.” -- American Marketing Association
© 2009 Jessica Faye Carter. All Rights Reserved.

9. Why does branding matter?
Branding is unavoidable
You are creating a brand whether you want to or not; doesn’t it make
sense to control it?
You are competing against many different people in the
workplace
Branding helps emphasize the differences between you and others
Branding is a good self-assessment exercise
© 2009 Jessica Faye Carter. All Rights Reserved.

10. Brand Basics
© 2009 Jessica Faye Carter. All Rights Reserved.

11. Branding 101
Key Characteristics of a Brand
Clarity - your brand should be clear and unambiguous
Credible - your brand needs to boost your credibility
Connective - does your brand connect with customers emotionally?
Value - what value does your brand communicate?
Loyalty - does your brand build loyalty among your customers?
© 2009 Jessica Faye Carter. All Rights Reserved.

12. Branding 101
Clarity
What three things do you want to be known for?
Credibility
Why would customers/clients trust you?
Connective
How does what you do connect emotionally with others?
© 2009 Jessica Faye Carter. All Rights Reserved.

13. Branding 101
Value
What is the value of the product/service that you’re offering?
Differentiation from other similar products/services
Loyalty
Do customers come back for more?
Is your product/service offering sustainable over time?
© 2009 Jessica Faye Carter. All Rights Reserved.

14. It’s Personal...and it Isn’t
Now that you’re paying attention to your brand, you need to
realize that it is personal, and that it isn’t
It’s personal because it involves you
It isn’t personal because it is a package of goods and services
If someone doesn’t need your combination of goods and services, it’s not
about you, it’s about what they need
© 2009 Jessica Faye Carter. All Rights Reserved.

15. Branding Language
Who would you rather hire to house hunt?
The woman who says:
“I am a real estate agent”; OR
“I help people find their dream homes”
How do you describe what you do?
© 2009 Jessica Faye Carter. All Rights Reserved.

16. You Inc.
© 2009 Jessica Faye Carter. All Rights Reserved.

17. Elements of Your Brand
Think of it as A-B-C-D
Appearance
Behavior
Compentencies
Differentiation
© 2009 Jessica Faye Carter. All Rights Reserved.

18. Think: Packaging
Appearance
Clothing (color, fit, season, price point)
Grooming (neatness, style)
Personal style (conservative, trendy, bohemian)
Behavior
General demeanor (do you seem friendly, aloof, angry?)
Speaking style (voice tone, accent, gestures, laughter)
© 2009 Jessica Faye Carter. All Rights Reserved.

19. Think: Value
Competencies
What is your primary area of expertise? (pick one)
What is your core skill set?
Differentiation
What sets you apart from your competition?
Why would a company/client choose you over someone else?
What do you have that no one else does?
© 2009 Jessica Faye Carter. All Rights Reserved.

20. Branding Yourself
You are not just an EMPLOYEE
You are not just a TITLE
You are not just an OWNER
You are not just a SPOUSE or MOTHER
You are “You Inc.”
© 2009 Jessica Faye Carter. All Rights Reserved.

21. How to Build You Inc.
Think of yourself as a bundle of goods and services
Determine your features and benefits, together
Make sure your packaging is attractive
Ask yourself - what do I want to be known for?
Build relationships/trust
Market yourself/gain visibility
© 2009 Jessica Faye Carter. All Rights Reserved.

22. When Your Brand is in
Trouble
© 2009 Jessica Faye Carter. All Rights Reserved.

23. Reinventing Your Brand
If your brand has taken a hit, here are some ways to re-
invent yourself
Setup a focus group about You Inc.
Become an expert
Build new relationships
Make a change (industry, geographic, departmental)
© 2009 Jessica Faye Carter. All Rights Reserved.

24. Branding is Power
Taking charge of your brand allows you to
Evaluate yourself realistically
Set goals and develop plans to reach them
Position yourself against the competition
Be more strategic in connecting with others
© 2009 Jessica Faye Carter. All Rights Reserved.

25. Q&A/Wrap-Up
© 2009 Jessica Faye Carter. All Rights Reserved.

26. Thank You.
http://www.women-suite.com
© 2009 Jessica Faye Carter. All Rights Reserved.