Build Your Own Brand

  • Published on
    13-Apr-2017

  • View
    253

  • Download
    0

Transcript

BUSINESS DEVELOPMENT IS MORE THAN JUST A PROSPECT LIST & LUNCH DATES. ITS ABOUT UNDERSTANDING HOW YOUR SERVICES SOLVE YOUR AUDIENCES NEEDS WHILE USING THE MOST EFFECTIVE MARKETING TACTICS TO REACH THEM.

BYOB: Build Your Own BrandJenelle Peterson, MBAPMI-SAC Conference

1

Hi, Im Jenelle6th Generation Calgarian Diverse work experienceEducationBComm, Marketing University of CalgaryMBA, Queens UniversityLover of Mountains, Art, and all things Sci-Fi.

LinkedIn: linkedin.com/in/petersonjenelleTwitter: petersonjenelle

EnCana (now Cenovus): Oil & GasInfoTech Research Group: IT3M: Consumer Goods, Dental ProductsPasserelle: B2B Marketing AgencyMRU: Education

2

Image Sourcehttp://theworryfreelife.com/break-free-from-your-comfort-zone/

3

WIIFM?Establish your expertiseFind a new job Create new opportunities & partnershipsBuild rapportImproved networkingBuild credibility & connections

Why Employers Should CareStrong personal brands add value to corporate brandsPublicity & visibilityBuilding organizational credibilityIncreased engagement levelsHuman connection to the organizationHalo effect

A BRAND IS NOT A LOGO

6

A BRAND IS THE EXPERIENCE YOU CREATE, A COLLECTION OF PERCEPTIONSIN THE MIND OF YOUR AUDIENCE

Image Source: http://www.slideshare.net/kristianandersen/brand-you-personal-branding/6-NONE_OF_THESE_ORGANIZATIONS_TREAT

8

Image Source: http://www.slideshare.net/kristianandersen/brand-you-personal-branding/6-NONE_OF_THESE_ORGANIZATIONS_TREAT

BRANDS DEVELOP THROUGH EXPERIENCES AND REFLECT REPUTATION

THESE EXAMPLES USE THEIR BRAND AS THEIR KEY DIFFERENTIATOR

BUT THOSE ARE COMPANIES, NOT PEOPLE.

18

BUT THOSE ARE ALL INCREDIBLY TALENTED, UNIQUE INDIVIDUALS

You know a cat, by name, that youve never met. If they can do it. You can do it.20

PERSONAL BRANDS ALLOW INDIVIDUALS TO DIFFERENTIATE THEMSELVES BY CONSISTENTLY TELLING THEIR UNIQUE STORY.

IF YOU ARE NOT TELLING YOUR BRAND STORY, SOMEONE ELSE IS TELLING IT FOR YOU.

Ratemyprofessors.comLinkedin recommendations

22

Without personal brandingYou can become a commodityLose your competitive edgeLose career or contract opportunitiesLimit your reach

Take inventory of your brandDevelop your (Brand) planCommunicate your brand Measure and maintain your brand4 Steps to personal branding

1. Take Inventory of your BrandInsights about YOUWhat are your goals?What do you value?What are you passionate about?What motivates you?What makes you remarkable?

Insights from OTHERSHow do others describe you? Compliment you?What are you known for?What questions do people ask you?Why are you chosen or not chosen for projects?

25

2. Develop your Brand

26

Your personal brand statementIdentify a target market by niche or by job title (who do you solve problems for?)How you get the job done (frame of reference)Define the benefit (rational, technical, emotional promise)Provide reasons to believeConvey what makes you different.

ExampleI am a dedicated professional who helps owners of small manufacturing businesses develop and execute succession plans that guarantee firm continuity. No other CPA in the market can combine innovative thinking with resources, contacts and experience like I do.Source: http://www.slideshare.net/bmliving/personal-branding-for-cpas

Image Source: http://www.personalbrandingblog.com/5-keys-to-styling-your-personal-brand/

29

Strengths that may differentiateAs a PM you must create a brand that drives:Overall visibility and imageAbility to be awarded projects and advancementsPerception as a leader and value added resourcePerceptions of credibilityPersonal trust and confidence

30

Understanding TiltSource: Content Inc. By Joe Pulizzi

31

YOUR BRAND IS A PROMISE OF VALUE AND ITS AN ASSET

3. Communicate your brandCREDIBILITYCONSISTENCYCOLLABORATIONRELAVANCYHUMILTY

Theodore RooseveltPeople dont care about how much you know, until they know how much you care.

Tangible and intangible attribute are both important when communicating your personal brand.34

Brand Communication ToolsTangibleWebsiteBlogsPodcastsSocial networksEventsOff-line publishingSpeaking engagementsBusiness CardsResumeVolunteerIntangibleAppearanceCompetenciesPersonalityVisionValuesConsistency

4. Measure & maintain your brandSet up google alertsSet goals and track effortsBe consistent walk the talkGivers gainCultivate relationshipsStart & join conversationsEvolve to stay relevant

Tom Peters, Management Guru

Source: http://wwwfastcompany.com/magazine/10/brandyou.htmlWe are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called you.

37

Further Reading

THANK YOU

39