There is a growing trend in the market to think of yourself as a Brand. With so much social media, I suppose we all need to watch how we project ourselves into the market. My hope is you can use this discussion to begin projecting your own brand, whether that's to start a business, influence others in your community, manage your on-line image or land a great job.

1. What is your
Personal Brand?

2. Personal Branding
My hope is you can use this to frame your student
government mandate, get a job, start a business or
just project your own brand out there.

3. Personal Branding
Love what you do.
Live why you do it.

4. • The first step to finding your personal Fulfillment by matching up what
you love with what your good at. You have to understand not just at
the macro level but also at the micro level (tasks, duties, specialties)
What is your Unique Selling
Proposition (USP)?
I’m Good with
Kids but I really
hate kids
I love creativity
and have a
conceptual mind
I hate details, and
can’t fill out
forms
I love Basketball,
but can’t run,
jump or shoot
LoveHate
No
Talent
Talent
• Then, to help frame it for the market, match up your strengths,
passions and assets to what a potential target want. Your end target
consumer could be an employer, investor or customer or students for
your student government.

5. Communication
Are you Selling the Solution, or Just Your Products?
"People don't want to
buy a quarter-inch
drill. They want a
quarter-inch hole!"

6. • Next, put yourself in the mind of your end target and speak in terms of
what they get. Look at what you do, and then as them, keep asking “so
what do I get” and force the things you do into benefits for them.
Then, still in their shoes, ask “so how does this make me feel?”
• In what ways is this story unique? Try to find that point where you do
it, but not the average Joe can do the same thing. So list out “What do
you do” and this becomes your offering or your brand promise.
What is your Unique Selling
Proposition (USP)?

7. Who is your consumer’s enemy?
And what are you doing to battle them
on behalf of your consumer?

8. Who is the Enemy of your consumer?
• Be a little bit creative in how you
frame the enemy, but it helps the
creativity know what they are using
the brand to solve.
Brand Enemy
Starbucks Hectic Life
Nike Losing
Apple Frustration
Listerine Losing your teeth
Claritin Allergy Stuck inside
Special K Jeans too tight
Picking the enemy gives your brand focus
and connects with your consumer.
What is the enemy of the students you lead? Balance,
Frustration, Worry, Education, Time, Resources?

9. • Vision: Think of the next 5-10 years. Where do you want to be? What
would you like to accomplish? Think of big goals, far beyond the year
at hand. While you may be focused on the year at hand, forcing
yourself beyond that gives you bigger thinking and helps frame why
you’re doing what you are doing.
• Purpose: Why do you do what you do? Why do you get up in the
morning? Why did you choose this profession? Why did you get into
this business or career? I find you have to keep asking this question
because every time you ask it again, it becomes even richer and deeper.
The first few answers are usually just on the surface and no one will
connect with that. Go deeper.
• Defining Moments that help tell your story. What were the triggers
that got you here. When you look back, what are the moments and
what were you thinking at that time? How did these events affect you?
What is Your Vision and Purpose?

10. • What is it that is inside you that you want to bring out into a single DNA
statement? And from there, what are the pillars of your brand, that
support and align to your DNA statement. You should look at how you
project outward to customers, investors, prospective employers as well
as inward whether that’s to your staff, supporters or even your own
motivations.
• Push yourself to look to 3 or 4 support stories that help frame your
DNA. This will make the DNA come to life and be even more powerful.
What is Your Brand DNA?
DNA of BELOVED BRANDS INC.
ADVICE
Create a Brand
connec on to
drive more power
and profit
FACILITATE
Get your team
aligned behind a
Brand Plan that
everyone can
follow
WE
CHALLENGE
CURRENT
THINKING
KNOWLEDGE
Share new
thoughts that will
challenge your
way of doing
things
TRAINING
Help Brand
Leaders get strong
on the
fundamentals

11. WHAT IS OUR BRAND DNA
We challenge current thinking, because the thinking that got
you here will not be the thinking that you need to get you to
where you want to go.
WHY WE DO IT?
We love knowing we were part of helping someone
to unleash their full potential.
WHAT WE DO?
1. Make Brands Better
2. Make Brand Leaders Better
ABOUT BELOVED BRANDSINC.

12. • These are quotes that help project your opinion and fit into the DNA
you wish to project. If people were to read these they would align to
your thinking. Or not. Everyone is a walking opinion and we have to
know what your opinion is.
• Do you have a theory or belief that you want to blow out and have
everything link to?
• For me, my idea is the more beloved a brand, the more powerful, the
more profitable that brand will be. I use Apple as the lead brand to
support this story.
What are your Views?
Beloved = Power = Growth = Profit

13. OUR VIEWS ON BRANDING
“The most Beloved Brands are either
different, better or cheaper. Or else,
not around for very long.”
“A Beloved Brand uses the love that
consumers have for the brand to
replicate the positional power of a
Monopoly: higher growth and profits.”
“If you don’t love
the work you do,
how do you expect
your consumer to
love your brand?”

14. • How do you tell your experience in a way that makes you seem like you fit
with your target? Remember how you put yourself in their shoes to project
what you do, now keep doing that as you tell your story.
• If you can create a “reputation” what do you think it would be, and how
does that tie into your story. You can’t really dispute someone’s projected
reputation, it becomes part of the story you might tell about yourself.
What is Your Experience?
WE HAVE A
REPUTATION FOR
FINDING GROWTH
WHERE OTHERS
CAN’T.
• TURNAROUNDS
• RE-POSITIONING
• NEW LAUNCH
• SUSTAINING SUCCESS

15. • Get key influencers to provide you with a recommendation of support of
you. Make sure they are real, and even push them to match up the story
you wish to tell.
What are the views of others that
might help support your story?

16. Social Networking means on line and in Person
• Pick the social media options that best tell the story. Stay focused
because on your own it can exhaust you. Do you have a blog? You have
to at least write weekly. What is your lead social media vehicle and
support option? Linked In, Facebook, Twitter, Instagram, Pinterest or
even emailing.
• How do you use twitter? Keep your twitter feed at least 90% consistent
and focused. And only 10% fun.
• Network in a very personal and authentic way. Most people are bad at
networking, bad at staying in touch. This creates a huge opportunity for
you to do it better than everyone else. If you can be the one that links
friends, it gives you more power.
Where and How to Tell Your Story?

17. Make It Personal and Real
• Be the social connector. Add personal touches, whether that means
coffee, personalized notes or coffees. With the digital world we live in,
we still have needs for serotonin. A 15 minute catch up does wonders for
people. A personalized note just feels good.
• What’s your communication package look like? Think of it like a leave
behind: what story would you leave behind. Yes, the resume is obvious,
but what else would you leave behind. Create one. If you’re looking to
get into marketing, do up a brand plan for a charity and leave it behind at
an interview. Do up your business card, a brochure. Vista print is so
cheap these days. Moo.com offers even more innovative options.
Where and How to Tell Your Story?

18. Potential
Clients
We only do
two things: 1)
Make Brands
Better 2) Make
Brand Leaders
Better
Always over-
deliver against
promise. Satisfied
clients drive
recommendations
and new leads.
I use Beloved-
Brands.com is lead
vehicle for telling
our brand views to
connect with new
client. Use Linked
In & Twitter to
drive traffic.
Constantly looking
at new models for
training and
inspiring brand
leaders. Culture,
story telling, and
planning.
Promise Experience
Story Freshness
Positioning
Innovation
Culture and
Operations
Communication
We help brands
that are stuck, to
unleash their full
potential. Focus
on facilitating
strategy or
training.
Strategy
Brand Plan
The Big Idea:
We challenge current thinking to help
people realize their full potential.
How to Bring it All Together?

19. If you can frame what your personal
brand is, you might show up differently
even in conversationss.

20. How to contact Beloved Brands:
Graham Robertson
Phone: 416 885 3911
Email: graham.robertson@beloved-brands.com
Twitter: @grayrobertson1