Overview of personal branding and a look at how branding strategies used by large organizations can be adapted to the individual level. Includes a questionnaire to aid in creating a unique and memorable personal brand.

1. Managing Your Personal Brand
Kate V. Moran
Communications Trainer, Being in the Brand
Extend Your Reach!
katvmoran@comcast.net
Peter Migut
Marketing Professional
Creativity combined with proven planning, analytical, management, and communication skills
peter.migut@yahoo.com
4/13/12 Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

2. WIIFM?
(What’s in it for Me?)
Why do I need a Brand Statement?
Isn’t this just another gimmick?
What is a brand worth in today’s
economy?
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

3. Agenda 4.13.12
• 10:10 – 10:30 Introductions/Overview
‘WIIFM’ What’s In It For Me?
• 10:30 – 10:50 Examples of Brand Statements
Reviewed / Active Participation
• 11:00 – 12:00 Questionnaire/Worksheet
Hand-out & Branding Exercise
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

4. • 75% of buying decisions are based on Emotion. (Q: How can you create Emotion
with your Branding Statement?)
• A ‘P.S.’ is 10 times more likely to be read than any other text in your sales letter.
• (Q: How can you incorporate a P.S. in your Tag Line?)
• 80-20 Rule: 20% of your ‘customers’ will deliver 80% of your revenue. (Q: How can
you focus on the 20% of employers who are hiring?)
• Over 40% of the time people are on Twitter, they are learning about
products/services or providing opinion about brands. (Q: How can you network
via Twitter using your new Branding Concepts?)
• 40% of companies now draw more traffic to their Facebook page than their
website. (Q: How can you use your Facebook page in your branding work?)
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

5. What can you expect to take away
from today’s presentation:
• You will be exposed to some tried and true branding
concepts that can be used for personal branding.
• You will begin to understand how these concepts of
Business branding can be applied at the Personal Level.
• You will be given a basic questionnaire to assist you
with the creation of a Personal Brand Statement and
Tag Line.
• You will receive some of the tools that you need to
begin your own personal branding work.
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

6. What’s a brand worth in today’s
economy?
• It will differentiate an individual/business from being a
commodity to becoming a unique entity.
• It has the potential of attracting new employment
opportunities more easily by creating awareness and
‘energy’ in your individual marketing plan.
• It cuts to the chase in clarifying who you are, what you
are selling and what you are looking to do.
• It can assist you in building your professional career
and will allow you to take charge of it!
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

7. What do I Mean by Brand?
• It’s a Snapshot of who you are…
• Representing the Whole You
• What you Believe about yourself
• How you Present those beliefs to the world
• It can be a personal Key to opening doors
• Creating Opportunities for yourself & others
• Realizing your personal vision for success
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

8. No Place To Hide – Communications are Quickly
Compressing
• Take a Stand, Be Clear in your message.
• Honest in your communications.
• Consistent with Your Branding Message:
– In Person (face-to-face)
– Via Phone (voice or teleconference/Skype)
– E Writing (email/web posts/blogging/twitter, etc.)
– Social Networks (Facebook/Linkedin/Groups, etc.)
– Other emerging technologies on the Web
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

9. A Personal Brand Requires :
• Authenticity
• Enthusiasm
• Sustainability
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

10. How many of these products or companies
can you identify?
The breakfast of champions.
When it absolutely, positively has to be there overnight.
99.44% pure.
Good to the last drop.
Because I’m worth it.
When you care enough to send the very best.
The nighttime sniffling sneezing coughing aching stuffy head fever
so you can rest medicine.
Eat fresh.
It keeps going, and going, and going...
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

11. Wheaties
FedEx
Ivory Soap
Maxwell House
L'Oréal
Hallmark
NyQuil
Subway
Energizer Batteries
… Why was that so easy?
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

12. Some characteristics of company taglines
Concise – delivers message in as few words as possible
– 99.44% pure.
– Eat fresh.
Can appeal to Logic, Emotion, or both.
• Clearly presents a need or situation
– When it absolutely positively has to be there overnight.
– When you care enough to send the very best
Logic • May present both a problem and a solution/benefit
– The nighttime sniffling sneezing coughing aching stuffy head fever so you can rest medicine.
• Differentiates from other brands by focusing on key benefits/attributes
– 99.44% pure.
– Eat fresh.
– It keeps going, and going, and going…
• Puts an image/association in your head
– The breakfast of champions.
– When you care enough to send the very best
Emotion • Evokes the sensation of the benefit
– Good to the last drop.
• Plays on pride in having a premium product
– Because I’m worth it.
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

13. Repetition, repetition, repetition
How big organizations repeat branding Some ways YOU can repeat your branding
& taglines: & tagline:
• Online advertising • LinkedIn & other social networks
• Social networks • Resume
• TV • Cover letters
• Radio • Thank you letters
• Print media • Business cards
• Email signature
• Personal website
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

14. How many of these products or companies
can you identify?
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

15. A great logo should bear the brand value
in a way people can relate to.
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

16. Can celebrities be branded?
The King
The Man in Black
The King of Pop
The Boss
Man of a Thousand Faces
The Master of Suspense
Mr. Television
America’s Oldest Teenager
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

17. Elvis Presley
Johnny Cash
Michael Jackson
Bruce Springsteen
Lon Chaney
Alfred Hitchcock
Milton Berle
Dick Clark
Why was that so easy?
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

18. Can YOU be branded?
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

19. Questionnaire
• Who Am I? What makes me unique?
• What aspects about me never change? What do I
like to do?
• What do I know I’m good at? What experience
do I have to support this?
• How can I leverage these aspects in a succinct
and/or memorable way? (statement/tagline)
• How can this statement/tagline make me better
understood in terms of my professional and
personal goals?
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.

20. Personal Branding Worksheet
Job Title Brand Statement Tag Line
Prepared for NJ Department of Labor & Workforce Development. Use by permission only.