Personal Branding & MarketingPersonal Branding & Marketing

David Hall, PMP

8/4/09

David Hall, PMP

8/4/09

AgendaAgenda Definition of “Branding” Examples of brands How does the branding concept apply to the job

seeker? Creation of your personal brand The integrated marketing approach

Elevator pitch Personal business cards Other physical marketing “pieces” “Virtual/Electronic” marketing

Summary/Q&A

Definition of “Branding” Examples of brands How does the branding concept apply to the job

seeker? Creation of your personal brand The integrated marketing approach

Elevator pitch Personal business cards Other physical marketing “pieces” “Virtual/Electronic” marketing

Summary/Q&A

What is a Brand?What is a Brand?

A brand is a name or trademark connected with a product or producer. - The American Heritage Dictionary of the English Language, Fourth Edition. 2004.

People engaged in successful branding create the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.

A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace.

A brand is a name or trademark connected with a product or producer. - The American Heritage Dictionary of the English Language, Fourth Edition. 2004.

People engaged in successful branding create the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.

A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace.

ExamplesExamples “Where’s The Beef?” “It Takes a Licking and Keeps on Ticking.” “The Company You Keep…” “Have It Your Way…” “The Ultimate Driving Machine…” “Don’t Leave Home Without It…” “Just Do It…” “Leave The Driving To Us…”

“Where’s The Beef?” “It Takes a Licking and Keeps on Ticking.” “The Company You Keep…” “Have It Your Way…” “The Ultimate Driving Machine…” “Don’t Leave Home Without It…” “Just Do It…” “Leave The Driving To Us…”

How does this apply to the job seeker?

How does this apply to the job seeker?

Like it or not, we are all salespeople now The brand creation helps focus your needs,

desires and efforts Your Unique Selling Proposition and Brand

separates you from all the other people who have similar backgrounds, training and experience

Forms the basis for your communication

Like it or not, we are all salespeople now The brand creation helps focus your needs,

desires and efforts Your Unique Selling Proposition and Brand

separates you from all the other people who have similar backgrounds, training and experience

Forms the basis for your communication

Brand CreationBrand Creation What is your passion? What do you enjoy? What are you good at doing or creating? Do your spouse, friends and children agree? How can you use these talents, skills and

passions to help others or add value to an organization?

Create your Unique Selling Proposition

What is your passion? What do you enjoy? What are you good at doing or creating? Do your spouse, friends and children agree? How can you use these talents, skills and

passions to help others or add value to an organization?

Create your Unique Selling Proposition

Things to remember once your brand is created

Things to remember once your brand is created

Leverage your brand, everything you do can provide opportunities to spread your message

Be consistent with your communication, avoid a confusing message

Increase your visibility by volunteering, attending trade conferences and other events

Solicit feedback on all aspects of your marketing plan

Update and refine your brand throughout your career, it is not a one-time effort

Leverage your brand, everything you do can provide opportunities to spread your message

Be consistent with your communication, avoid a confusing message

Increase your visibility by volunteering, attending trade conferences and other events

Solicit feedback on all aspects of your marketing plan

Update and refine your brand throughout your career, it is not a one-time effort

The Elevator PitchThe Elevator Pitch One of the most effective ways to express your

Unique Selling Proposition and Passion It consists of four parts

Action Phrase- The “Hook” What You Do- Provide Specifics to the hook Specific Impact(s)- Quantify the results A Call To Action- How can the recipient help?

Run your Elevator Pitch by family and friends to make sure it reflects the real you

Once the pitch is developed- practice, practice, practice…

One of the most effective ways to express your Unique Selling Proposition and Passion

It consists of four parts Action Phrase- The “Hook” What You Do- Provide Specifics to the hook Specific Impact(s)- Quantify the results A Call To Action- How can the recipient help?

Run your Elevator Pitch by family and friends to make sure it reflects the real you

Once the pitch is developed- practice, practice, practice…

The Elevator PitchThe Elevator PitchAction phrase I help organizations plan and execute flawlessly.What I do I build relationships, design and improve processes to maximize

profits by decreasing time to market for equipment, services and products.

Specific impact Teams for which I have utilized these skills in the past have

increased productivity by 20% while decreasing costs by 30%.Call to action I would appreciate your help in contacting individuals at

Solarworld, Vestas or Iberdrola who have or are considering projects for which they desire to surpass their goals.

Action phrase I help organizations plan and execute flawlessly.What I do I build relationships, design and improve processes to maximize

profits by decreasing time to market for equipment, services and products.

Specific impact Teams for which I have utilized these skills in the past have

increased productivity by 20% while decreasing costs by 30%.Call to action I would appreciate your help in contacting individuals at

Solarworld, Vestas or Iberdrola who have or are considering projects for which they desire to surpass their goals.

Business card basicsBusiness card basics

Do: Define and refine your message Select a professional design Include enough information for contacts to

be able to reach you in different media Be careful about paper selection and finish Allow room for notes for you and receivers Emboss if you can afford it

Do: Define and refine your message Select a professional design Include enough information for contacts to

be able to reach you in different media Be careful about paper selection and finish Allow room for notes for you and receivers Emboss if you can afford it

Business card basicsBusiness card basicsDon’t: Be cheap! $5 makes a difference! Use perforated sheets Feature too much information or have distracting

content Feature a photograph Specify a coating that may result in smeared ink Be afraid to spend a little more, this may be the one

item that people keep!

Don’t: Be cheap! $5 makes a difference! Use perforated sheets Feature too much information or have distracting

content Feature a photograph Specify a coating that may result in smeared ink Be afraid to spend a little more, this may be the one

item that people keep!

ResourcesResources

Vistaprint- http://www.vistaprint.com Overnight Prints- http://www.overnightprints.com Free Printable Business Cards- http://www.

freeprintablebusinesscards.net/ Office Depot- http://www.officedepot

.com/a/browse/business-cards/N=5+2949/ The UPS Store- http://theupsstore-0826.

easycarddesigner.com/ Printing Solution- http://www.printingsolns.com/

Vistaprint- http://www.vistaprint.com Overnight Prints- http://www.overnightprints.com Free Printable Business Cards- http://www.

freeprintablebusinesscards.net/ Office Depot- http://www.officedepot

.com/a/browse/business-cards/N=5+2949/ The UPS Store- http://theupsstore-0826.

easycarddesigner.com/ Printing Solution- http://www.printingsolns.com/

ExamplesExamples

Front

Back

Other Marketing PiecesOther Marketing Pieces

Note Cards

Letterhead

Virtual/Electronic MarketingVirtual/Electronic Marketing

Extend your brand to every possible communication channel LinkedIn profile Facebook profile and homepage Personal webpage On-line groups (Yahoo, LinkedIn, etc.) Voicemail message Others???

Extend your brand to every possible communication channel LinkedIn profile Facebook profile and homepage Personal webpage On-line groups (Yahoo, LinkedIn, etc.) Voicemail message Others???

SummarySummary

What is “Branding” The personal brand creation process The integrated marketing approach

Elevator pitch Personal business cards & resources Other physical marketing “pieces” “Virtual/Electronic” marketing

What is “Branding” The personal brand creation process The integrated marketing approach

Elevator pitch Personal business cards & resources Other physical marketing “pieces” “Virtual/Electronic” marketing

Questions/DiscussionQuestions/Discussion