Making Virtual Personal: Brand Strategies for Virtual Professionals
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In an industry where business is conducted based solely on a strong online reputation, what makes you and your virtual business unique? What makes clients select your company over others who are seemingly just as qualified? Managing your brand is no longer a nicety, it’s an essential element of career and business success. How do you establish clarity on your existing personal brand? How is this expressed in your virtual business to ensure you land the work and types of clients you want to work with? We will discuss the contributing factors that develop a brand’s identity and introduce strategies to extract and express your authentic brand into your virtual business.
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Making Virtual Personal: Brand Strategies for Virtual Professionals
- 1. Making Virtual Personal Brand Strategies for Virtual Professionals Emily Morgan REACH Certified Personal Brand Strategist www.virtualfabulosity.com
- 2. ON TARGET POLL Please complete the #IVAA11 Poll www.virtualfabulosity.com
- 3. ON TARGET "A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures" -Michael Eisner, CEO Disney “Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.” - Tom Chappell, Tom’s Of Maine “I am not looking like Armani today and somebody else tomorrow. I look like Ralph Lauren. And my goal is to constantly move in fashion and move in style without giving up what I am.” -Ralph Lauren
- 4. About Me ON TARGET www.virtualfabulosity.com
- 5. ON TARGET Overview of Presentation Fundamentals of Brand ID Development Your ROI: Why it Matters for your Virtual Business? What Differentiates You? Expressing Your Brand Resources www.virtualfabulosity.com
- 6. ON TARGET BRAND ID DEVELOPMENT www.virtualfabulosity.com
- 7. ON TARGET “Customers must recognize that you stand for something.” - Howard Schultz, Starbucks
- 8. ON TARGET Fundamentals: What creates a brand identity? •Unique •Consistent •Memorable •Personal •Authentic •What do you stand for? www.virtualfabulosity.com
- 9. ON TARGET Personal Branding Process (REACH Methodology) EXTRACT EXPRESS EXUDE •Unearth your Unique •Be selectively famous •Your brand identity Promise of Value •Build your brand environment •75% of the work is done communication plan •Leave your mark on all in this phase •What you like to do/ do you do •Introspective Exercises & well 360 Reach Tool •What reaches your audience? www.virtualfabulosity.com
- 10. ON TARGET Your unique promise of value Your Unique Promise of Value •Your vision and purpose You •Your strengths •Perception •Your competition •Your target audience Target Peers Audience REACH Diagram www.virtualfabulosity.com
- 11. ON TARGET YOUR ROI: WHY IT MATTERS www.virtualfabulosity.com
- 12. ON TARGET “How many cares one loses when one decides not to be something, but to be someone.” - Gabrielle “Coco” Chanel
- 13. ON TARGET Perception is Key www.virtualfabulosity.com
- 14. ON TARGET Leverage for Growth www.virtualfabulosity.com
- 15. ON TARGET Strong Brands Demand a Premium www.virtualfabulosity.com
- 16. ON TARGET Client Attraction www.virtualfabulosity.com
- 17. ON TARGET WHAT DIFFERENTIATES YOU? www.virtualfabulosity.com
- 18. ON TARGET "Be yourself. Everyone else is taken.” - Oscar Wilde
- 19. ON TARGET Know your Competition AND your Audience •Who is in your brand community? •Consider similarities and differences •Remove burnout skills To know what makes you different, you must first know what you have in common!
- 20. ON TARGET Incorporating your Passions •Become memorable •What are your unique attributes? •Based in authenticity •Make emotional connections •Strong brands take a stand www.virtualfabulosity.com
- 21. ON TARGET EXPRESSING YOUR BRAND www.virtualfabulosity.com
- 22. ON TARGET What is the most important element of your brand environment? •Your website •Your network •Your office décor •Your stationery •Your logo
- 23. ON TARGET Your Brand Environment •Clothing and Accessories •Office and Business tools •Brand Identity System •Your Network •Must be comfortable and appealing to you
- 24. ON TARGET Express Yourself! •Personal Brand Statement •Branded Bio •Create a marketing calendar •Content themes •Educate your network •Manage your online identity www.virtualfabulosity.com
- 25. ON TARGET RESOURCES www.virtualfabulosity.com
- 26. ON TARGET Resources: Tools you can Use Learn more about branding: •www.BrandChannel.com •www.personalbranding.tv Assess your current online brand: http://www.reachpersonalbranding.co m/resources/online-id-calculator/ Colors: http://bit.ly/brandcolor www.virtualfabulosity.com
- 27. ON TARGET My Branding Consult Packages for Vas- SAVE 20%!! GIVEAWAY Develop a Brand that Attracts Ideal Beyond the Branding Basics: Get Your Clients and Sets You Apart!- $399 Brand out There and Get Results!- $775 •360°Reach & Review of Results – The first •360°Reach & Review of Results – The first and and leading web-based comprehensive leading web-based comprehensive personal personal brand assessment brand assessment •60-Minute Brand Consultation to review • 2 60-Minute Brand Consultations to review the results of your 360°Reach Assessment the results of your 360°Reach Assessment and and discuss implementation strategies to discuss implementation strategies to improve improve and accentuate your brand and accentuate your brand attributes. attributes. •Bonus: Career Distinction book- Stand out by •Bonus: Career Distinction book- Stand out Building your Brand; written by the founders by Building your Brand; written by the of Reach founders of Reach Call or Email Emily to start on your branding today! Emily@delegatesolutions.com or 814.367.3827
Notas del editor
- Self-awareness
- This work is done in the extract phase.ThiAccentuate the positive, authenticStrong personal brands will show up across the board- personal or business lifeNeeds to be ongoing metricshat makes you unique and compelling? You are a gem, unearth your value
- Your perception is not always what you think it is.You as the biz owner are synonymous with your company (your personal brand)Its what they think that counts- must be based in authenticityCrucial to know how you are being perceived- establishing a baseline of where you are now so you can see what needs to be adjustedAttracting the right clientsCan be leveraged to extend—think Volvo (safety, could go into home security biz). Strong brands demand a premium- we want to be the “must have” brand.Having the kind of business that expresses your unique promise of value and gives you fulfillment each day
- Some examples: SCH- built a brand on providing high-quality, targeted material and content. Can be applied to new trainings.Crucial to know how you are being perceived- establishing a baseline of where you are now so you can see what needs to be adjustedAttracting the right clientsCan be leveraged to extend—think Volvo (safety, could go into home security biz). Strong brands demand a premium- we want to be the “must have” brand.Having the kind of business that expresses your unique promise of value and gives you fulfillment each day
- Strong brands demand a premium- we want to be the “must have” brand.Having the kind of business that expresses your unique promise of value and gives you fulfillment each dayConveys your values and sets you apart , which justifies your rates.
- Make them want to work with you. Attracting the right clientsCan be leveraged to extend—think Volvo (safety, could go into home security biz). Strong brands demand a premium- we want to be the “must have” brand.Having the kind of business that expresses your unique promiBranding affects who and what you work withIf you’re not connecting with the person reading your content, you lose the client. How much is that client worth to you- thousands, right? Investing in your brand helps insure your msg is always on target. Otherwise you are working 10x harder and longer and it’s not as effective
- Now that you understand the value, how do you gain clarity on your existing brand?Remove burnout skills to attract ideal clientUnderstanding your peers- to know what makes you diff, impt to know what youWhat do people say about you when they intro you?have in common with themUnderstand attributes that ppl associate with you , maximize most compelling and appropriate onesBrand comm: team, family , friends, peers, business partners, external association, world at large. In order to stand out from peers must be crystal clear on what differentiates them
- My fave part.. How can you use your attributes to achieve your goals? How can you inject yourstrengths into what you doWhat do you value/passionate about? How can you incorporate that into yourbiz? Passions make you memorable. Make a connection btwn what you do and urpassions. Adds interestDifferentiation/ UPV- Running your biz with a passion and flair unique to youWhere are you at now? Is it where you want to be? How can we get you thereWhat do you value/passionate about? How can you incorporate that into yourbiz? Passions make you memorable. Make a connection btwn what you do and urpassions. Adds interestBrands always evolving, that’s okHow can you use your attributes to achieve your goals? How can you inject yourstrengths into what you doStrong personal brands show up in personal and business lifeTruth and transparencyEmotional connections from your personal values and interests
- Think of apple- “think different”Leave your fingerprint on all you do
- Personal brand statement: brief descrip of your UPV, invaluable to communicate your essence in 1 statementWhat do you want them to think- needs to be based in authenticityExpress & Exude- Authenticity: be on brand in all that you doPut your fingerprint on your business.brand bio- communicate your brand to your target audience. Use this to help make decisions for your business- is it on brand?-colors/fonts- color resourceMarketing calendar (Circle thingey)- what is the best mix for you?Biggest resource (network)- poll question—if they know and are clear on your brand and what you do, they can sell you and expand your reachConsistent valuesCommunicators- all brands are good communicators- rank the following:Writing, email, presentation, telephone, in person. Think about creative ways to use what you excel at to increase visibility: clarity, consistencyand constancy. Needs to appeal to you, reach your audience and be fun and interesting. Must know target mkt so you know how you arespeaking to.Online reputation management and developmentthought leadership- What are your content themes? Key msgs to express and allow you to take a stand. You’re not inventing it, youre sharingstrong ideas about how to use it.content that’s out there, does it represent where you want to go?- removing digital dirtHow does this translate into more business for you?Personal branding is a mindset, ongoing, not a 1x event.Establish metrics up front, always consider ways to evolve in the marketplace