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Personal branding 101:
Why every pharmacist needs a personal
brand
Ranya El-Farnawani, M.Ed.
Disclosures
• No conflicts of interest to disclose
Common career challenges for pharmacists
today
• Changing government regulations in health care
• Increased competition
• No “guarantee” of a good job - the “good old days” have
passed
Do you feel...?
• …you are in a room of people that are extremely
talented and educated
• …you are competing for jobs with others equally or more
qualified than you are
• …you are no better than any other pharmacist
Why different is better than better!
VS.
Personal branding tip #1
Understand what makes you unique,
and be more of it
Your mission: To stand out
Learning objectives
• Help you to understand the value of a personal brand
• Begin defining your own personal brand
• Develop a brief business introduction that incorporates
your personal brand
What is a personal brand?
A personal brand is…
…the set of expectations, memories, stories and relationships that, taken together account for a person’s
decision to work with one person over another.
–adapted from Seth Godin
Reference: Godin, Seth(2009 December 13). define: Brand. Retrieved from http://sethgodin.typepad.com
Experiences (Thoughts + Feelings)
= Personal Brand
And what about you?
• Do you have a personal brand?
• Write down 3-5 words that capture what others have come to expect from you
Personal branding tip #2
Having a personal brand is NOT optional, only managing it is!
Defining your brand in three steps
Benefits
Values
Brand Essence
Brand essence: The feeling
“…what you
make people feel
is just as
important as what
you make.”
– BMW
The essence of a brand
Safety
Passion
Freedom
Step 1: Determine your brand essence
• Clear • Warm • Delighted
• Wondrous
• Close • Calm • Alert
• Relaxed
• Fearful • Intense • Safe
• Contemplative
• Surprised • Appreciative • Free
• Alive
Ask yourself: How do others feel in your presence?
Action: In groups of 2-3, share with each other the feeling that you
get from being around each other.
Step 2: Determine your values
Harmony Acceptance Honesty Self-Discipline
Love Community Success Creativity
Self-Development Freedom Knowledge Perceptiveness Loyalty Security Commitment Happiness Pleasure Wealth
Experiences Power Independence Excellence Passion Precision
Action: Write down your top three values.
Personal branding tip #3
It’s not what you know,
or who you know,
but who knows you
and what they know you for!
Why do people turn to you?
Consider your:
• Skills
• Knowledge
• Qualifications
• Experiences
• Accomplishments
• Relationships
Step 3: Determine your benefits
Action:
Answer the following:
• What do you want to be known for?
• Who needs to know about what you offer?
Pull it all together to introduce yourself
I am ______ (insert title, add specialty or brand adjective) ________
I enjoy/love most __________(insert values) _________________
Currently, I am ______ (insert benefits for target audience) ______
I am hoping to learn/meet/share___(insert desired information)___
Networking with your brand in mind
Action:
Introduce yourself to at least two
people in the room that you do not
know.
References and resources
• Government of Canada. Job Bank. Pharmacists (NOC 3131-A). N.p., n.d. Web. 20 Oct. 2014.
• Godin, Seth. Purple Cow: Transform your Business by Being Remarkable. London: Penguin, 2002. Print.
• Hogshead, Sally. How the World Sees You: Discover Your Highest Value through the Science of Fascination. New York: Harper Business, 2014. Print.
• Travis, Daryl. Emotional Branding: How Successful Brands Gain the Irrational Edge. Roseville: Prima , 2000. Print.
• Wilson, Jerry S. & Blumenthal, Ira. Managing Brand You: 7 Steps to Creating your Most Successful Self. New York: Amacom, 2008. Print.
• "29-1051 Pharmacists." U.S. Bureau of Labor Statistics. United States Department of Labor, May 2013.
• Image: Starbucks Coffee Mug, Levent Konuk, Shutterstock.com
Thank you!
For additional questions, you can
contact me via LinkedIn
(linkedin.com/in/ranyae) or drop me a
line at:
Ranya El-Farnawani