2012 Women Leaders Conference

1. The Brand Called….You
Pitch You!
Facilitator:
Johonna Duckworth of Creative Images

2. Introduction
Purpose
 Discuss personal branding and its benefits
 Provide tips on how to define and market your
personal brand
 Creating a personal branding tool box
Presenter Profile
 CEO, Creative Images, Impression Management
Consulting Company
 Over 10 years of providing image coaching and
wardrobe solutions
 Bachelor of Science, CIS /Associate of Arts, Fashion
Marketing and Retail Management, Certified Life
Skills Coach

3. Personal Branding - The Beginning
• Coined in 1997 by Tom Peters in a Fast Company
article titled “The Brand Called You”
• Peters wrote, “Regardless of age, position, or the
business we happen to be in, all of us need to
understand the importance of branding. We are
CEOs of our own companies. Our most important
job is to be head marketer for the brand called
You.”

4. What Is Branding?
• Branding is…
– An image created in someone’s mind
– Products that are branded are often chosen over
similar products because they top of mind to
consumers
– It’s both tangible and intangible characteristics of
a product or service that make it stand out among
the competition

5. A Personal Brand
• Personal Branding Is…
– Intrinsic
– Authentic
– Individual
• Personal Branding Is Not…
– Artificially created or manufactured
– Just a logo or tag line
– Self-centered or self-indulgent

6. A Compelling Personal Brand Should...
• Have a clear vision
• Create a strong offering
• Be a personality to remember
• Know your target audience
• A strong presentation
• Deliver what you promise
• Leave room to expand

7. 7 Must Have Items For Your Branding
Tool Box
1. Personal mission statement
2. Personal & Professional Image
3. Social media image
4. Personal commercial/elevator
speech
5. Your network
6. Expertise
7. Self-Confidence

8. What’s Your Mission?

9. What’s Your Mission?
Personal Mission Exercise

10. Personal Image Professional Impact
Image Matters

11. Image Matters
• Research indicates that first impressions are formed
within 7 seconds.
• 55% of a first impression comes from nonverbal
cues, more than half of every first impression is
based on how you look.
• Only 7% of a first impression is based on what you
actually say.

12. Image Matters
• 1) Desired Professional Image
Example: What do I want people to
say about me when
I leave the room?
• 2) Undesired Professional Image
Example: What do I NOT want
people to say about me
when I leave the room?
• 3) Perceived Professional Image
Example: What I perceive my image
to be based on, direct
and indirect feedback about my
persona, character, and
commitment

13. If You Had A Choice, Which Gift Would You
Select?

14. The Message Is In The Packing
What does your packing say
about you?

15. Image Matters
Which one of these men would you trust with your money??

16. Image Matters
If each of these ladies were all hiring for the same job that you were interested in,
which one would you want to work for?

17. What does your clothing say
about you?
Find your partner and ask them:
What does my clothing choice
say about me today?
1. I want people to notice me
2. I’m expressing my creative side
3. I know better, but I don’t care
4. Somebody PLEASE help me!
5. I’m fashion forward

18. Pitch You!

19. These Are NOT Elevator Speeches
• “My name is Tiffany, I’m a in the PR field”
• "My name is Peter Walker and I'm with Sideway Doors
and windows "
• “My name is Felicia, I sell life insurance and I’m a
financial planner.”
• “My name is Joann, I’m a consultant.”
• “My company is in technology.
• “Hi, I’m Karen, I’m a teacher.

20. Try Adding…
• “We’ve been in business for 20 years and are best at…”
• “We are a company that prides our self on globalization
we have over 100 offices across the UK and Europe.”
• “We meet the highest quality standards…”
• “I provide excellent management development training
programs…”

21. How about these…?
• “I’m Tiffany Walker, I help small businesses improve the way
they market and promote their products and services so they
find more clients, close more deals and enhance customer
retention.”
• “My name is Joann Danvers, I can provide you with the perfect
gift at the perfect time and for any occasion without you ever
having to leave the office."
• “My name is Felicia, I help families save money so they can pay
off their mortgage sooner, buy the best education for their
children, and then relax and enjoy their retirement.”

22. Pitch You!
Using your newly created personal statement,
create a 30 second elevator speech

23. Work Your Network
– Don’t be shy, work your personal and professional
networking circles: friends, colleagues, programs
you are a part of, family, organizations
– Search out new professional associations or online
communities to add to your network
– Find opportunities to weave your personal
mission/vision statements into conversation with
your network

24. Resources
• Free online elevator speech tool
http://www.alumni.hbs.edu/careers/p
itch/
• Book: My Style My Way

25. Enhance Your Brand
• Enhancing your profile
– Volunteer
– Be involved
– Talk about your mission and your edge/talents/etc.
– Be consistent in your behavior
• Everything you do and choose not to do, can
communicate the value of your brand
– Words you say
– How you dress
– E-mails you send
– How you conduct yourself in meetings
– Conversations you have

26. Things To Remember
• First impressions are formed in 7 seconds
• Create a personal mission statement that is
clear and accurately describes your core skills
• Personal branding creates the following:
1) Visibility
2) Increased Self-Awareness
3) Differentiation
• Social Media Image is a part of your
professional image
• Become the go-to person in your network

27. Creative Images Services
Customized Workshops
Wardrobe Audits
Personal Shopping
Image Coaching
Dress Code Development
Professional Dress Events
Email us at: askme@yourcre8tiveimage.com
Visit online at: www.yourcre8tiveimage.com
Call us at: 414-687-5999

28. Special Offer
TODAY ONLY
(4) 1 hour Lunch Time Teleclass Series
Subject: 12 Items Every Woman’s Wardrobe
Should Have
Cost: $97 (That’s less then$25 per hour….more
than $100 savings!)
These classes are full of style and image advice from
style expert(s), resources, tips and discount on other
services. Cost also includes hand-outs.
Sign-up today. Class starts April 12th – May 3rd