Branding Overview Extension

Bret L. Simmons, Ph.D.www.bretlsimmons.com

June 5, 2015

Personal Branding

Today• Overview 4 courses in the series• Principles of personal branding• Inbound/content marketing• Social objects• Assignment for next time• Questions• Breaks

Introductions • Name• Three words

1. Professional ($$)2. Personal (how you describe

yourself)3. Relational (how others describe

you)

Four Course Series1. Principles2. Platforms3. Practices4. Progress

Disclaimers

Main Points Today

1. Personal branding is a huge opportunity and responsibility

2. Being searchable and shareable is good for your career and your organization

3. Proper operating principles are the key to success

What do you want to learn

today?

Your Website

CONTENT MARKETING

Professionally Personal Brand Ambassadors

Professionally PersonalEverything you do reflects on your business

Why risk offending anyone?

Never trust any site to protect your privacy

• Never post anything, anytime, anywhere that you would not be comfortable with anyone seeing

• If it were posted on the wall of your office, would it make any of your colleagues, customers, or employees uncomfortable? If so, don’t post it online

Operational Privacy

Operational Privacy

• The sooner you behave as if you have no privacy online, the more effective you will be

• Use your personal brand online to build bridges, not walls

Professional Discretion

Just because you can post, comment, share, like, etc. does not mean that you

should.

Are You Remarkable?

Excellence is a form of deviance

DO things your peers are not willing to do

Permission

Remarkable

Value

Not

Personality

Brand ValueIf people don’t select you, spread the word about you, or pay a premium for your services, it’s because they don’t recognize your value.

(Seth Godin)

Brand Value

The reasons why people spread the word about your value.

Brand ValueWhat you can do uniquely well to help others address issues or solve problems that matter to them.

Personal Brand

1.Who are you?2.Who do you want to

help?3.How do you want to

help them?

Why You?Why Now?

New business card

www.bluehost.com

New business card

1. Associate your name and face with your value

2. Create content and connections that will get you indexed and ranked for your name and value

Web 1.0, 2.0, 3.0

Informational

Relational

Anticipatory 3

2

1

One-to-One

One-to-One

One-to-Many

Many-To-Many

Clay Shirky, 2009

New technologies areradically transformingthe way we communicate

Your Website

CONTENT MARKETING

Content MarketingInbound Marketing

Asset Marketing

Interruption vs.

Permission

ContentConversationCommunity

Consistently Contribute

Value

Transparency

Social Objects: Fuel of Many-To-Many

The reason two people are talking to each other Social networks form around social objects, not the other way around

Hugh MacLeod

Social Objects

• Documents• Video• Audio• Pictures• Presentations

Social objects are most trusted when they are shared among friends

Is your cart before your horse?

Social MediaYou must be personal and conversant

Lead with valueWrap the personal around your value

Name - Picture - Purpose

Order of Importance

• E-mail, Google Profile• Linkedin• Blog• Twitter• Facebook• Other

•Be yourself, not your business•Link to your business or blog•Contribute value•Acknowledge value others contribute•Introductions in Twitter, connections offline•Be strategic •Be patient!

We don’t need Facebook to authenticate our lives

Blogging• Micro publishing platform• Force yourself to become

part of the conversation• Best damn marketing tool• Free• Video

Benefits of Blogging

• Clarity• Consistency• Challenge• Community• Commitment

DO IT!

Questions?