This slide presentation was developed for the recent PMI-SAC conference in Calgary but no matter what your discipline, it provides a few thoughts and tools to identify and communicate your differentiated strengths. Get started in setting yourself apart in an increasingly competitive global landscape.

1. BYOB: Build
Your Own Brand
Jenelle Peterson, MBA
PMI-SAC Conference

2. Hi, I’m Jenelle
• 6th Generation Calgarian
• Diverse work experience
• Education
– BComm, Marketing – University of Calgary
– MBA,– Queens University
• Lover of Mountains, Art, and all things Sci-Fi.
LinkedIn: linkedin.com/in/petersonjenelle
Twitter: petersonjenelle

3. Image Sourcehttp://theworryfreelife.com/break-free-from-your-comfort-zone/

4. WIIFM?
• Establish your expertise
• Find a new job
• Create new opportunities & partnerships
• Build rapport
• Improved networking
• Build credibility & connections

5. Why Employers Should Care
• Strong personal brands add value to
corporate brands
• Publicity & visibility
• Building organizational credibility
• Increased engagement levels
• Human connection to the organization
• Halo effect

6. A BRAND IS
NOT A LOGO

7. A BRAND IS THE EXPERIENCE
YOU CREATE,
A COLLECTION OF
PERCEPTIONS
IN THE MIND OF YOUR
AUDIENCE

8. Image Source: http://www.slideshare.net/kristianandersen/brand-you-personal-branding/6-NONE_OF_THESE_ORGANIZATIONS_TREAT

9. Image Source: http://www.slideshare.net/kristianandersen/brand-you-personal-branding/6-NONE_OF_THESE_ORGANIZATIONS_TREAT

10. BRANDS DEVELOP
THROUGH
EXPERIENCES AND
REFLECT
REPUTATION

12. THESE EXAMPLES
USE THEIR
BRAND AS THEIR
KEY
DIFFERENTIATOR

13. BUT THOSE
ARE
COMPANIES,
NOT PEOPLE.

19. BUT THOSE ARE
ALL INCREDIBLY
TALENTED,
UNIQUE
INDIVIDUALS

21. PERSONAL BRANDS
ALLOW INDIVIDUALS
TO DIFFERENTIATE
THEMSELVES BY
CONSISTENTLY
TELLING THEIR
UNIQUE STORY.

22. IF YOU ARE NOT
TELLING YOUR
BRAND STORY,
SOMEONE ELSE IS
TELLING IT FOR
YOU.

23. Without personal branding…
• You can become a commodity
• Lose your competitive edge
• Lose career or contract opportunities
• Limit your reach

24. 1. Take inventory of your brand
2. Develop your (Brand) plan
3. Communicate your brand
4. Measure and maintain your brand
4 Steps to personal branding

25. 1. Take Inventory of your Brand
Insights about YOU
1. What are your goals?
2. What do you value?
3. What are you passionate
about?
4. What motivates you?
5. What makes you
remarkable?
Insights from OTHERS
1. How do others describe
you? Compliment you?
2. What are you known
for?
3. What questions do
people ask you?
4. Why are you chosen or
not chosen for projects?

26. 2. Develop your Brand

27. Your personal brand statement
• Identify a target market by niche or by job
title (who do you solve problems for?)
• How you get the job done (frame of
reference)
• Define the benefit (rational, technical,
emotional promise)
• Provide reasons to believe
• Convey what makes you different.

28. Example
“I am a dedicated professional who
helps owners of small manufacturing
businesses develop and execute
succession plans that guarantee firm
continuity. No other CPA in the market
can combine innovative thinking with
resources, contacts and experience like
I do.”
Source: http://www.slideshare.net/bmliving/personal-branding-for-cpas

29. Image Source: http://www.personalbrandingblog.com/5-keys-to-styling-your-personal-brand/

30. Strengths that may differentiate
• As a PM you must create a brand that
drives:
– Overall visibility and image
– Ability to be awarded projects and
advancements
– Perception as a leader and value added
resource
– Perceptions of credibility
– Personal trust and confidence

31. Understanding “Tilt”
Unique
Talents
PassionAudience
Source: Content Inc. By Joe Pulizzi

32. YOUR BRAND
IS A PROMISE
OF VALUE AND
IT’S AN ASSET

33. 3. Communicate your brand
• CREDIBILITY
• CONSISTENCY
• COLLABORATION
• RELAVANCY
• HUMILTY

34. Theodore Roosevelt
“People don’t care about how
much you know, until they
know how much you care.”

35. Brand Communication Tools
• Tangible
– Website
– Blogs
– Podcasts
– Social networks
– Events
– Off-line publishing
– Speaking
engagements
– Business Cards
– Resume
– Volunteer
• Intangible
– Appearance
– Competencies
– Personality
– Vision
– Values
– Consistency

36. 4. Measure & maintain your brand
• Set up google alerts
• Set goals and track efforts
• Be consistent “walk the talk”
• Givers gain
• Cultivate relationships
• Start & join conversations
• Evolve to stay relevant

37. Tom Peters, Management Guru
Source: http://wwwfastcompany.com/magazine/10/brandyou.html
“We are CEOs of our own
companies: Me Inc. To be in
business today, our most important
job is to be head marketer for the
brand called you.”

38. Further Reading…

39. THANK
YOU