Presented by:

Marjorie Ludwig, M.A.

Rosaria Pipitone, M.A.

Career Counselor

Personal Branding

Dream. Plan. Achieve.SVC 2088 813-974-2171 www.career.usf.edu

What is personal branding? Benefits of a personal brand Brand discovery…how do we find it? Spotting your target audience Your online brand Creating your brand and communicating it with the

WORLD

Today’s Topics

“Your personal brand is the powerful, clear, positive idea that comes to mind whenever other people think of you. It’s a professional alter ego designed for the purpose of influencing how others perceive you, and turning that perception into opportunity.” - Peter Montoya

What is branding?

THE PRODUCT – YOU

Brand is promise

Brand is trust

Brand is reputation

THE PROCESS – THE PLAN

Once you are aware of your brand, you apply a strategic plan to help you become active in creating your preferred career and life direction.

Due to life and career changes, your brand is continuously evolving.

What is branding?

An authentic brand is found in your core–your true self. Life experiences will lead you there, but it is up to you whether YOU want to continue peeling off the layers.

Analogy- the Onion Core

Increased credibility

Greater recognition

More of the right clients

Increased potential earnings

Consistent flow of business

Enhanced prestige

Leadership roles

Customer/employer perceived value

Association with a niche

Benefits to a Personal Brand

Michael Jackson-what is his brand?

Oprah – what is her brand?

What do you think the elements of a brand (public image) are?

Think of your role model and jot down his/her name. Why did you choose this person?

What attributes do you like about him/her?

What is in a brand?

GOAL: Carving out a professional space in your preferred professional environment where you create value for your target market

ACTION: Surrounding yourself in activities that elevate your authentic curiosities

TASKS: Join associations of interest, work in environments that are associated with those interests, join social media groups related to those interests, perform informational interviews with individuals working in areas of your career interests

BRAND DISCOVERY…How do we find it?

Defining who you are:•What is your personality?

Example: Extrovert vs. Introvert•What are my strengths?•What am I most proud of?•What are your values?•What do you enjoy? Think of

interests.• In which areas do you excel?

Think of skill sets.

Personality & Competencies

Choose clothing that reflects your personal brand characteristics• Cheerful, conservative, modest,

sophisticated, organized?• Take pride in your appearance.

First impressions make a mental imprint.

Appearance

Differentiators

What is it? Your “differentiator” can be one thing that is very apparent or a combination of general skill sets that, when combined together, make you stand out from your peers.

What happens? When you differentiate yourself, you become sought after because you offer something your competitors do not.

Your Differentiator

BRANDING WORKSHEET TIME!

Reflect with a partner on which questions came easily to you and which were more challenging to answer.

Why do you think that was?

Activity- A Brand Called “You”

Think about your potential employers and/or clients

Remember that although you want to brand yourself, you also want to have a brand that adds value for or to an employer. Example: A strong leader seeking a mental health counselor position

Research employers’ websites to get a feel for their values, goals, etc.

Do your attributes match what they need?

Knowing your audience (e.g., employers) allows you to best meet their needs and highlight your personal brand to those who want to know about YOU.

Target Audience

Prepare your elevator speech!

No longer than 60 seconds Who you are, what you do, and why you’re a great candidate Have a “hook” that encourages the listener to follow up with a

question

Deliver your message through: Volunteering, speaking at events, writing articles, being active on

LinkedIn, blogging, interviewing, attending networking events, etc.

Delivering Your Message

Have you Googled yourself? 70% of recruiters & hiring

managers have rejected an applicant based on what they found online (CNN)

What does your Facebook, LinkedIn, Twitter, YouTube, and/or overall online presence say about you?

Your online brand

Double check privacy settings. And if your friends have you tagged in unflattering or inappropriate photos, ask to have them removed.

You can have public posts on Twitter or Facebook – just make sure they enhance your brand or are professional in nature.

Keep your image consistent among social media outlets e.g. are you a writer who doesn’t post blogs?

Your Online Brand

Career Express: Mon-Thurs., 9-12, 1-4pmIndividual AppointmentsJob Shop located at the LibraryCareer Center Events

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Dream. Plan. Achieve.SVC 2088 813-974-2171 www.career.usf.edu

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(813) 974-2171

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www.career.usf.edu

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