personal branding presentation 7.15.09 (1)

1117 Rassani Drive Danville, California 94506 925.648.4477

Personal Branding

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What is the most important thing you must address when selling?

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What is the most important thing you must address when selling?

Whatever is most important to the person you are selling to

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Not About Selling Yourself

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Not About Selling Yourself

It’s about selling what you can deliver

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There is a Big Difference

Selling Yourself

• What YOUYOU want– Goal/objective

• Where YOUYOU have been lately• What were YOURYOUR

responsibilities• What were YOURYOUR successes

and awards• Where YOUYOU have been before• What are YOURYOUR hobbies and

education

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There is a Big Difference

Selling Yourself

• What YOU want– Goal/objective

• Where YOU have been lately• What were YOUR

responsibilities• What were YOUR successes

and awards• Where YOU have been before• What are YOUR hobbies and

education

Selling What You Can Deliver

• How your brain works Outlook/philosophyOutlook/philosophy

•• ProblemsProblems you took on•• DifferencesDifferences you made happen • Insights to the creative/criticalcreative/critical

thinkingthinking that delivered the differences

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Two Biggest Mistakes

• Confusing the concept of biography with resume

• Not realizing a resume is really a value profile

9117 Rassani Drive Danville, California 94506 925.648.4477

Personal Branding

New and

Improved

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What is it, really?

+Classic marketing/branding

disciplines

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What is it, really?

+Classic marketing/branding

disciplines

What makes you uniquely you

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Why Should I Care?

• Because getting a job is a process

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Why Should I Care?

• Because getting a job is a process

Getting Attention

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Why Should I Care?

• Because getting a job is a process

Getting Attention

Distinctive Impression

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Why Should I Care?

• Because getting a job is a process

Getting Attention

Distinctive Impression

Getting an Interview

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Why Should I Care?

• Because getting a job is a process

Getting Attention

Distinctive Impression

Getting an Interview

B r a n d i n g

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Why Should I Care?

• Because getting a job is a process

Getting Attention

Distinctive Impression

Getting an Interview

B r a n d i n g

Making the Short List

Getting an Offer

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Why Should I Care?

• Because getting a job is a process

Getting Attention

Distinctive Impression

Getting an Interview

B r a n d i n g

Making the Short List

Getting an Offer

P r o d u c t

“You”

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Components of Effective Branding

Market Context

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Components of Effective Branding

Market Context

Product Benefits

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Components of Effective Branding

Market Context

Point of Difference

Product Benefits

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Components of Effective Branding

Market Context

Point of Difference

Product Benefits

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Components of Effective Branding

Market Context

Point of Difference

Product Benefits

Intel

The Computer Inside

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Components of Effective Branding

Market Context

Point of Difference

Product Benefits

Sun

The Dot in .Com

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Components of Effective Branding

Market Context

Point of Difference

Product Benefits

Nike

Just Do It

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Translating from Business to Personal

Market Context-- Perspective of hiring manager-- Pain to be addressed-- Market tendencies

Point of Difference-- Unique skill set-- Cross pollination-- Personal passion

Product Benefits-- Expected skill sets-- Making a difference

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Personal Branding

Examples

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Translating from Business to Personal

Market Context-- Perspective of hiring manager-- Pain to be addressed-- Market tendencies

Point of Difference-- Unique skill set-- Cross pollination-- Personal passion

Product Benefits-- Expected skill sets-- Making a difference

Engineer

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Core Equities

ElectricalEngineering

MechanicalEngineering

ComputingEngineering

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Value Add

ElectricalEngineering

MechanicalEngineering

ComputingEngineering

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Personal Branding

ElectricalEngineering

MechanicalEngineering

ComputingEngineering

Human-eering

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Personal Branding

ElectricalEngineering

MechanicalEngineering

ComputingEngineering

Human-eeringIntegration of mechanical, electrical and computing engineering with personal and project management skills that uniquely and consistently produces effective technologies that exceed business objectives

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Translating from Business to Personal

Market Context-- Perspective of hiring manager-- Pain to be addressed-- Market tendencies

Point of Difference-- Unique skill set-- Cross pollination-- Personal passion

Product Benefits-- Expected skill sets-- Making a difference

Engineer

Human-eering

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Translating from Business to Personal

Market Context-- Perspective of hiring manager-- Pain to be addressed-- Market tendencies

Point of Difference-- Unique skill set-- Cross pollination-- Personal passion

Product Benefits-- Expected skill sets-- Making a difference

Executive Assistant

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Core Equities

Organizational Expert

Prioritization and Follow Up

Communication management

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Personal Branding

Organizational Expert

Prioritization and Follow Up

Communication management

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Personal Branding

Organizational Expert

Prioritization and Follow Up

Communication management

Executive Administrative Triage

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Translating from Business to Personal

Market Context-- Perspective of hiring manager-- Pain to be addressed-- Market tendencies

Point of Difference-- Unique skill set-- Cross pollination-- Personal passion

Product Benefits-- Expected skill sets-- Making a difference

Executive Assistant

Executive Administrative

Triage

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Asset or Liability?

• Your greatest strength is youyou know youyou better than anyone else

• Your greatest weakness is you have createdcreated a backdrop of conventional wisdom about yourself

• You don’t need someone to tell you about your self• You need some guidance to step outsideguidance to step outside your

conventional self-perspective

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Putting It All Together

Inherent Core Values

Price of Entry Differentiators

Enhanced Value

Personal Branding Elements

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Putting It All Together

Inherent Core Values

Price of Entry Differentiators

Enhanced Value

Market Context

Personal Branding Elements

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Definition of Insanity

Doing the same thing over and over again the same way and expecting the outcome to be

different

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What are my experiences and skill sets?My previous Job Jobs prior to last Job

________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________

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Given the position you are seeking, segment your core values and skill sets into two groups. The first is “Price of Entry” values the second is “Unique” skills or values

Price of entry Unique________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________

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The Market Environment

•What are the pains and issues of the company?•Are there any obvious or not so obvious weaknesses the company must overcome?•Who has the greatest competitive advantage in the category? Why?

Issues and Pains Weaknesses Reason for Competitive Advantage

_________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ___________________

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What’s Your Story?

What do I say now?

Elevator Pitch

• The essence of who you are and what you bring to the party

• Forces critical thinking• Arms you with communication tools you can call on-demand• Keeps you prepared

BUT

Not the best thing to initiate discussion

IC2

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Putting It on Paper

Resume

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Summary of Qualifications

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Skill Set Inventory

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Business Experience

Company-Dates Title Responsibilities

•

•

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Result of Best Practices

Resume

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Summary of Qualifications

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Skill Set Inventory

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Business Experience

Company-Dates Title Responsibilities

•

•

Resume

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Summary of Qualifications

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Skill Set Inventory

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Business Experience

Company-Dates Title Responsibilities

•

•

Resume

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Summary of Qualifications

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Skill Set Inventory

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Business Experience

Company-Dates Title Responsibilities

•

•

Resume

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Summary of Qualifications

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Skill Set Inventory

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Business Experience

Company-Dates Title Responsibilities

•

•

IC3

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Why Not Something Different

Resume

Business Philosophy“Endurance is frequently a form of indecision”

“Nothing stops an organization faster than people who believe that the way you worked yesterday is the best way to work tomorrow”

Skill Set Inventory (for online submissions)Advertising Management, Promotion Development, Project Management, Financial Business Case Analysis, Creative Collateral Development, Supervisory Experience, Brand Communication, Matrix Management, Facilitation

Making a DifferenceState a problem

What you did

The results

Business Experience

Dates, Company, Title

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Touching a Nerve

What I did• Managed the creation of a

worldwide operational plan and closed-loop management process managing partner loyalty. The FY03 partner loyalty score was 1.3 points above goal.

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Touching a Nerve

What I did• Managed the creation of a

worldwide operational plan and closed-loop management process managing partner loyalty. The FY03 partner loyalty score was 1.3 points above goal.

Making a difference• Impossible to effectively

leverage global partner network because of decentralized Geo control leading to declines in partner loyalty– Designed and sold

management on implementing a worldwide, closed loop operational plan to manage partner engagement

– Results: partner defection eliminated and loyalty measures increased 10% in one year

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Touching a Nerve

What I did

• Following merger, Led the integration of two independent sales force

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Touching a Nerve

What I did

• Following merger, Led the integration of two independent sales force

Making a Difference

• Declining morale leading to sales stagnation due to the destabilizing effect of competing sales forces following merger– Defined sales

reorganization strategy based on customer’s supply chain management sophistication

– Results: 25% RIF based on worse fit with customer base, Internal competing agendas eliminated, sales force efficiency increased 30% in 12 months

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Touching a Nerve

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Cut, Print

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Time to Hit the Road

Personal

Branding

Profile

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It’s About Networking, Stupid

• 85%-90% of jobs are obtain through networking• Your network is bigger than you think• People do not know how to network

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What is Networking?

Asking For

A Job

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What is Networking?

Asking For

A Job

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Never Make a Network Target Feel Uncomfortable

• Borrowing money• Telling them about a cheating spouse• Asking for a job

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Networking is About

• Making announcements• Getting on many radar screens• Informational Interviewing

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Networking is About

• Making announcements• Getting on many radar screens• Informational Interviewing

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Networking is About

• Making announcements• Getting on many radar screens• Informational Interviewing• Revisit your passion• Identify targets

– Focus, focus, focus• Look for the ‘coattail’ name• 6°of separation

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Communication Plan-- Simple Tenets

• Target, target, target • Be bold (ideas and actions)

– Identify the pains– Take the path less traveled

• Leverage 6°of separation

• Develop a frequency strategy• Acknowledge all assistance• There is never an end point

– Different types of relationships

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Guiding Principles

• You are unique, so act like it• Your value proposition should focus on the needs/wants/fears of

your target audience– Not on what you do well

• Headlines sell magazines– Your elevator pitch needs a headline

• Craft a targeting strategy• Define a media frequency strategy• Stay connected

– If they are not talking to you they are talking to someone else• If you don’t feel a little nervous and uncomfortable you are not

pushing the envelope

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Keep in Mind

“It’s not who you are that holds you back,

it’s who you think you’re not”