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The ABC's of Building Your Personal Brand
- 1. The ABC’s of Building Your Personal Brand
- 2. Dana M Small • 18+ BioPharma Industry Experience • Eli Lilly & Company, Amgen, Gilead Sciences, BioMarin • 15+ Years of Finance/Procurement • 10+ Supporting Sales and Marketing • MsCategoryManagement.com Blog • Number 2 Top Procurement and Number 7 Supply Chain Global Thought Leader (Thinkers 360) • 100 Women B2B Thought Leaders to Know in 2020
- 3. Why you should build a personal brand The ABC’s of personal branding Authentic Bold Consistent The 123’s on how to create a personal brand What? Where? How? Putting it all Together Agenda
- 4. Why should I build a personal brand?
- 5. You are who… …say you are.
- 6. Networking Outside Opportunities New Experiences Explore Hidden Talents Leverage Resources Differentiator among Colleagues Become an Expert
- 7. Global Speaking Events Paid Consulting Guest Blogs Podcasts Webinars Interviews Advisory Boards University Lectures Panels Almost 2 Years of Writing a blog and posting it on LinkedIn and Twitter has led to….
- 8. What are the ABC’s of Building Your Personal Brand?
- 10. Be Authentic
- 11. Do what you say Be yourself Own your own mistakes Express your emotions Be relatable What does it mean to be Authentic?
- 13. Politics Religion Drama Negativity Personal Problems Bodily Functions Finances Bragging Topics to Avoid like the plague…
- 14. Be Bold Be Bold
- 15. What Being Bold Really Means Being Confident Having an Opinion Sharing Your Passions Giving Perspective Having a Personality Taking Risk
- 16. What Being Bold Doesn’t Mean Self-promoting Discouraging to others Obnoxious or Annoying Creating Conflict and Chaos The Loudest Voice Purposely Misleading Intimidating
- 17. Be Consistent
- 19. Just do it Everywhere you want to be I’m loving it Finger Lickin’ Good Don’t leave home without it Melts in your mouth, not in your hand
- 20. Buying Decisions Are Based On Trust
- 21. …unless you want them to forget. You must be VERY careful if you decide to re-brand…
- 22. Brand Building: How Do I Start?
- 24. The 123’s - Questions to ask Yourself BOPTIONS What am I good at? Where do I want to go? How do I want to get there?
- 25. What am I Good At?
- 26. Where do I want to go? Think of it as a roadmap of the future you.
- 27. How should I get there? • Engage in social media conversations • Create a website • Write a blog • YouTube Channels • Podcasts • LinkedIn Articles • SlideShare Presentations • Guest Blogs or Interviews • Speaking Events (Webinars, Panels, Keynotes) Channels • WordPress • LinkedIn • Twitter • YouTube • Slack • Thinkers360 • Industry Websites • Instagram • Facebook • Snapchat • Pinterest • TikTok
- 28. Putting It All Together
- 29. Create Your Digital Brand Have a good headshot Keep your logo/graphics simple Designs should be a reflection of you Invest in professional photography Make sure your look is unique Be Memorable
- 30. Engage, Build Content and Distribute 1. Engage with others to understand the landscape. 2. Build a repository of content. 3. Distribute content and continue to engage with wider audiences. Don’t push content just for the sake of losing momentum. Engage Create Distribute
- 31. Creative Folder Template – 4 Steps 90 Days 6Months 1Year 2Years • Social media conversations • Create a website / blog • Share over multiple sites • Social media conversations • Create a website / blog • Guest on Podcasts • Create LinkedIn Articles • Speak at Industry Conferences • Social media conversations • Create a website / blog • Guest on Podcasts, Blogs • Create LinkedIn Articles • Speak at Industry Conferences • Participate in webinars • Articles / Interviews • Social media conversations • Create a website / blog • Guest on Podcasts, Blogs • Speak at Industry Conferences • Participate in webinars • Articles / Interviews • YouTube Videos / Channel • SlideShare Presentations • Advisory Boards • Guest University Lectures • Global Speaking Engagements • Private Company Presentations • Paid Consulting • LinkedIn Page
- 32. Thank You! ✨ Check out these quick #protips on #categorymanagementmondays! ✨ You can spend just two minutes and update your professional skills. Check it out below 👇 #mscategorymanagement ✨ Check out these quick #protips on #categorymanagementmondays! ✨ You can spend just two minutes and update your professional skills. Check it out below 👇 #mscategorymanagement
Notas del editor
- Hi, thank you so much for joining me today. I’m MCM, or Dana small, and today I’m going to go through the ABC’s of Building your personal brand.
- So let’s start with a little bit about me. I’ve been in the BioPharma industry since 2002, I’ve got 15 years of finance experience and I’ve spent 10 of those supporting sales and marketing. It’s within that time, that I was able to pick-up on some of the best practices of brand building. From that, I took what I learned, an applied it to my Ms. Category Management blog with tremendous results. But enough about me, let’s get to the agenda.
- So what am I going to cover today? The First is the why – why you should even think about building on your personal brand. A lot of people across different industries, typically don’t even think about having a brand, let alone building one. But it’s extremely important in this new digital age. Next, I’ll cover the ABC’s and 123’s of creating your personal brand. Last, I’ll give you a little insight about best practices in putting what you’ve learned to use.
- So you may be asking yourself, I’m in procurement, why the heck should I build a personal brand? Well let me tell you.
- To put things quite simply, you are who the internet says you are. And unless you’ve been living under a rock, odds are that you have already unknowingly started brand building. Just not in a way that may be thoughtful. So since you’ve already started, why not take advantage of it? Especially if you are unsure of how you are being perceived. The cool thing about building a brand is that even if there are negative perceptions about you, you have the ability to change them into positive ones. You can control your image, better than anyone else.
- Now since you’ve already got a head start on brand building, another great reason to add to it is networking. It is truly amazing how nice people are on professional platforms like LinkedIn vs. Facebook or Instagram. And this makes networking so much easier for all of us who sometimes struggling putting their selves out there. Networking isn’t the only benefit. You’ll see there is a huge world of outside opportunities and new experiences once you take the dive into personal brand building. Not to mention, it will give you a competitive edge when it comes to getting hired or promoted.
- To give you some concrete examples of why you should build your brand, I thought I’d share some of my experiences. From Global speaking events, to interviews and podcasts, and even advisory board memberships. All of these things come from my personal brand building. Not to mention, they’ve earned me some nice additional income. And who couldn’t use a few extra dollars to save up for a rainy day? The best part about this, is once I put myself and blog out there, they were all opportunities stemming from people reading and engaging with me.
- So now you know why, you should build your brand, let’s talk about the basics of personal brand building. Or the ABC’s of building your personal brand.
- First is A, for be authentic. If you’re like myself this can be a fuzzy concept. But not to worry, I’m going to go over each one of the ABC’s in more depth. Next is – B- be bold! You may want to blend in with the pack, but that also means people will miss you. If you don’t stand out in someway, you’re going to get passed over. C is for being consistent. This is probably the most important to brand building. So focusing on consistence, should be your top priority.
- So What do we mean we say, ‘be authentic’ – to me it always seems a mystery or in the least a very fuzzy concept. Yes, be real and don’t be fake but, in regards to what? And how?
- So what does it really mean to be authentic? First and foremost, own your mistakes. We all screw up. Trying to point the finger in another direction, isn’t going to help you. And eventually it will catch up with you. Some of my earliest blogs and speaking events, were absolutely god awful. But that’s okay. I own them. It’s okay because you are constantly evolving. Making mistakes is relatable, being perfect isn’t. Next is credibility – do what you say you are going to. Nothing worse than having someone promise to do something or meet you somewhere and have them not show up. There’s no faster way to turn people off than to lie or not follow through on your promises. Next is being yourself. Now, that may seem trivial, but given the digital age it’s extremely important. If you fake your images via photoshop, lie about accomplishments, you’re hurting your brand. You’ve lost people and they will never know the true you. Especially since nobody likes feeling as if they’ve been lied to. Expressing your emotions –the statement “This makes me feel” is a great way to start. And some of my best posts have been because the words “LOVE or HATE” were in the title. Evoking emotion, is the basics of marketing. Last, make sure you are relatable. People engage with others typically because they have the same beliefs or viewpoint. So if you are constantly bragging about driving your Bently or how you personally saved a company $100 million in 30 days, you can easily turn people off.
- Now, just because you need to be authentic, you should not confuse it with being transparent. Being authentic does NOT mean you need to share everything that goes on in your life. Especially when it comes to personal information. You should try and keep personal things, well personal. Nobody needs to know about your family drama or ongoing personal issues.
- Now, along with understanding what being bold doesn’t mean, is a list of topics you should literally avoid at all costs. Like COVID 19. So when you think about being authentic and not transparent, these are some of the areas you should stray from so that you aren’t oversharing. Good rule of thumb is if it’s not appropriate for a first date, it’s not appropriate for building your brand either. Unless you want to be known for it.
- Next up in the ABC’s of building a personal brand is B – for “Be Bold”
- What does bold mean? Well first and foremost it means speaking up, whether it’s giving your opinion, sharing your passions or giving perspective. It also means you need to be confident. Which most of the time should come very easily to you if you are talking about something you’ve worked on for years or you are extremely passionate about. It also means having personality. This doesn’t mean you have to be eccentric by any means. But it does mean you should try to keep things lively. Nothing is worse than listening to someone drone on in a flat and boring tone. While this may be good for you to listen to when you have trouble falling asleep, it won’t do anything in helping you build your personal brand. Not to mention, in the internet age you can lose people’s attention quickly. So having a little bit of spice or personality, helps to keep others attention. And don’t forget about taking risks. Stepping outside your comfort zone. You’ll never know you have hidden talents, if you don’t try something new. And Columbus didn’t find America by sitting at home and weaving a basket.
- On the other hand, let’s talk about what being bold doesn’t mean. Because a lot of the time bold people can be associated with some very unflattering traits. But it doesn’t always have to be the case. Yes people who are self-promoting, loud or intimidating are bold. But not in a way that’s relatable. And not in a way that people will be encourage to reach out to you, quite the opposite in fact. They are going to run in the opposite direction So you should still try to be bold, but not in a way that is over the top and off putting. Bold is about having a “voice.” Not about shouting at people or telling them how great you are. You should let your work do that for you. Although a little self promotion from time to time is OK, just don’t go overboard. Just remember, you’re better off saying “hey, I did this, what do you think” than you are saying “Look at how great I am and all the wonderful things I have done.” Who would you rather approach? It’s very telling.
- The last of the ABC’s of personal branding, is C - being consistent. It’s probably the most important of the basics in marketing and brand building. Consistent presentation of a brand has seen to increase a company’s revenue by 33%. So it’s extremely important to focus on when building your own personal brand.
- If I asked you what color were these logos would you know? What about the slogans? The reason you will probably be able to remember all of this is due to consistency. Even if the product goes through a re-branding, you still should have a consistent color, logo or another visual element, that ties it together and makes it consistent. Now hopefully you’ve got all the colors and logos in your head, so let’s take a look at if you were right!
- I’ll give you a chance to take a quick look at see how well you’ve done. But In the mean time, I thought it would be a good break to give you some fun facts about some of these brands so you can be the life of the party at your next zoom meeting. Now McDonald’s was a bit of a trick question. There are many slogans they have had over the years and they are regionalized by country. From the “look for the Golden Arches” , two all beef patties, You deserve a break today,, put a smile on, to. It seems McDonald’s likes to change their slogan as often as they do their skiivies. Another fun fact – KFC’s slogan, is being paused due to COVID. It’s been around since the 50’s so it’s sad to see it go since it’s been deemed inappropriate in the current pandemic.
- So great, you see that being consistent in one way or another, helps you remember a brand. But why is it important. Well first of all people buy based on trust. And the product you will be selling, is yourself. So you have to ensure that people trust you. But how. Well, first - You do this by creating a feeling that they know you. Then you may ask, well how do I create a feeling they know me. Well, through awareness, recognition, and recall or rememberance. And last you may say, well how do I build awareness, recognition and recall? Well, awareness is a process. But you can do it be being consistent in your messaging. . You need a way to get in front of people a second, third or even twentieth time so you can prove to them you’re credible and trust worthy. This, my friends, is marketing 101. Where branding fits in to provide the glue of consistency in your message (both your words and visuals) and that has the power to speed this whole trust- and awareness-building process up.
- Now onto the topic consistency and rebranding. Because Mc Donald’s has changed their slogan more times than I can count, they haven’t change the visual of their golden arches. So there are companies with whether it’s the slogan or logo who rebrand to try and reinvigorate sales. A key aspect of this is to keep consistent, some portion of the visual branding – typically it’s the color palate as you can see with the two examples. But not all rebranding go well. And that’s why you have to be careful. It’s the best way to lose followers or sales. Because if you are out shopping on a Tuesday afternoon to get your Tropicana orange juice, you may just walk by the new product packaging. People will not recognize or believe it’s the right product, and sales fall because of it. When it comes to personal branding, it is no different. Say you change your YouTube channel from talking about purchasing or procurement to pasture animals. The entire audience base you’ve previously built up, is most likely going to move away. Now there are some reasons you’d want to stray away from your original brand Like BP who has had the largest marine oil spilling in history. It’s also ironic they switched their logo to one that is representative of being green and environmentally friendly. But that’s probably the point. Nobody thinks of them in this way.
- Now that we’ve covered the ABC’s of brand building, you may be asking yourself – well how do I start. I now have some sense of what and what not to do, but how do I get my feet wet? Well that’s an excellent question.
- Because as I mentioned before, you’ve already started. If you have any type of online presence, you have a brand. Unless your name comes up completely blank in a google search, you’ve already completed step one.
- So the 123’s of brand building. The first question you will want to ask yourself is the “What”, next is the “where” and the last is the how. But let’s dive a bit deeper into each of these questions.
- The first question helps you discover a personal brand that accurately reflects your personal and professional identity. If you have a hard time creating a brand name, or logo - you can ask yourself these questions, to try and figure out what you are good at, and what you should focus on. When I thought about my personal brand, I knew I was set apart by the formalized training I had at Amgen. Since category management training this isn’t a common experience across companies, it became the focus of my personal brand. I wanted to share my knowledge with others, who didn’t have the same formalized training. And who could benefit from my knowledge.
- After you ask yourself, what are you good at or passionate about, you should move on to the “where.” Where do I want to go. Or another way to think of it – what do you want to be known for? Your personal brand is more than a reflection of who you are today; it’s a roadmap of where you to go. In addition to understanding your existing skills and competencies, you should think about your strengths and weaknesses. By going through a self assessment, you’ll uncover the skills and traits that make you distinct, as well as the areas where you need to improve or gain new knowledge in order to advance. Forecasting where you want to be in five or 10 years—and the attributes you want to be known for—can help you better determine what steps you need to take in order to get there.
- The last of the 123’s and questions, is the HOW. And this is where it can get a tad bit complicated. Because there are many, many ways to get there. And not one is better than another, be-cause – it’s all dependent on your personal style and what you are comfortable with. a lot of the preferences can come down to comfort with technology, and the production of it. I started a blog /website but moved into all of these types of activities. I’m not consistent in producing YouTube videos and podcasts, but I’ve at least tried to move into new things to test and see what works well for me/what doesn’t. Which is key to building your personal brand. That said, I’m still not on all of these channels. The majority yes, but some, I personally have zero interest in. AS a side note, if you do use multiple channels, there are some cool social media tools, that allow you to post, respond to all of these accounts in one centralized location. If you are planning on going into multiple channels, you may want to look into it.
- And last but not least, let’s take the abc’s and 123’s and put it all together.
- First, you need to define yourself, your brand through visuals. Again, this should really relate to who you are and what is reflective of your strengths. Your brand, logo or slogan should be visualized in a way, that is reflective of your personality. And having a professional headshot or image, can go a long way in how people perceive you. Especially when it’s all virtual, and you won’t have a second chance to change it. So make sure you take the time and effort to have consistent and polished visuals when it comes to your image, and your branding.
- After you’ve gotten your look down, you need to get yourself moving. Here’s three easy steps to get there. First, get your feet wet by engaging in other thought leaders in the industry. Get a good feel for what’s going on, and what the norms are. You don’t have to create any type of content at this point. It’s really more of a search and discovery mission. Next, you should start to build a repository. If you are going to do this over the long term, you’ll want to be able to consistently post. Right? Consistency is key. The easiest way I’ve found to do this, is to create 5-10 videos, blogs, podcasts at one time. Having this repository, allows you to distribute them with a consistent cadence. It could be daily, weekly or monthly. It all depends on the time you want to spend and how often you can engage with others. And if you’re looking to fast track, then your goals should be daily. Daily postings, daily commenting, daily sharing of resources. Which is much easier to do, if you’ve got 20-30 pieces of content like blogs, already to go and be published. And once you start moving, don’t lose momentum. This is where picking the right cadence comes into play. You can and should take breaks when you feel like you’ve spent too much time on a single platform. Especially if you are far enough along in your journey, and you are having a hard time coming up with new content. It really doesn’t make sense to push out garbage. It will only hurt your brand.
- Since I personally learn a lot by looking how someone else has done it. I thought it would be good to share my own. I started my personal brand building, with a focus on writing a blog and distributing it on two platforms. That’s it. So the first 90 days, I spent building my website, writing blogs, and then starting to share them on LinkedIn and Twitter. But as you can see over time, I’ve tried new things. Not all of them have worked. But in being open to new things, I was able to increase the breadth at which I operated my brand. I never thought I’d create a youtube video, be on a podcast or advisory board, but somehow they have all happened organically. And that’s the best part. I never approached anyone for opportunities, they all came to me based on my blog posts and engaging with the community. This to me is the power of personal branding. I’m sure I could have even more opportunities if I was more proactive or wanted to use it for a personal business. But given this is a hobby, I just don’t have the time. So yes, building your brand will take time and effort. But at the end of the day when you can turn your strengths into a side hustle and make some extra money, why not? I never went into this experience expecting to do anything but write some blogs and talk with people to build a presence on LinkedIn. And somehow, it snowballed into an additional revenue stream for me. I personally never thought after almost two years of blogging, I’d be doing half of the things on this list. But again, that’s the beauty of it. Finding your hidden strengths. So just know if you have a voice that is authentic, bold and consistent – people will hear it. And they will respond.