Personal Branding Presentation 7.15.09 (1)

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Personal Branding presentation by former Lowe and Partners EVP, Michael Breen

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Personal Branding Presentation 3.2.09

1117 Rassani Drive Danville, California 94506 925.648.4477

Personal Branding

2What is the most important thing you must address when selling?

3What is the most important thing you must address when selling?

Whatever is most important to the person you are selling to

4Not About Selling Yourself

5Not About Selling Yourself

Its about selling what you can deliver

6There 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

7There 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/criticalthinkingthinking that delivered the

differences

8Two 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

10

What is it, really?

+Classic marketing/branding

disciplines

11

What is it, really?

+Classic marketing/branding

disciplinesWhat makes you uniquely

you

12

Why Should I Care?

Because getting a job is a process

13

Why Should I Care?

Because getting a job is a process

Getting Attention

14

Why Should I Care?

Because getting a job is a process

Getting Attention

Distinctive Impression

15

Why Should I Care?

Because getting a job is a process

Getting Attention

Distinctive Impression

Getting an Interview

16

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

17

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

18

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

19

Components of Effective BrandingMarket Context

20

Components of Effective BrandingMarket Context

Product Benefits

21

Components of Effective BrandingMarket Context

Point of Difference

Product Benefits

22

Components of Effective BrandingMarket Context

Point of Difference

Product Benefits

23

Components of Effective BrandingMarket Context

Point of Difference

Product Benefits

Intel

The Computer Inside

24

Components of Effective BrandingMarket Context

Point of Difference

Product Benefits

Sun

The Dot in .Com

25

Components of Effective BrandingMarket Context

Point of Difference

Product Benefits

Nike

Just Do It

26

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

27

Personal Branding

Examples

28

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

29

Core Equities

ElectricalEngineering

MechanicalEngineering

ComputingEngineering

30

Value Add

ElectricalEngineering

MechanicalEngineering

ComputingEngineering

31

Personal Branding

ElectricalEngineering

MechanicalEngineering

ComputingEngineering

Human-eering

32

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

33

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

34

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

35

Core Equities

Organizational Expert

Prioritization and Follow Up

Communication management

36

Personal Branding

Organizational Expert

Prioritization and Follow Up

Communication management

37

Personal Branding

Organizational Expert

Prioritization and Follow Up

Communication management

Executive Administrative Triage

38

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

39

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 dont need someone to tell you about your self You need some guidance to step outsideguidance to step outside your

conventional self-perspective

40

Putting It All Together

Inherent Core Values

Price of Entry Differentiators

Enhanced Value

Personal Branding Elements

41

Putting It All Together

Inherent Core Values

Price of Entry Differentiators

Enhanced Value

Market Context

Personal Branding Elements

42

Definition of Insanity

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

different

43

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

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44

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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45

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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46

Whats 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

47

Putting It on Paper

Resume

ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem

Summary of Qualificationsut in nonummy vestibulum ut. Feugiat adipiscing ac mattis in, id commodo

Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet

Business ExperienceCompany-Dates Title Responsibilities

48

Result of Best PracticesResume

ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem

Summary of Qualificationsut in nonummy vestibulum ut. Feugiat adipiscing ac mattis in, id commodo

Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet

Business ExperienceCompany-Dates Title Responsibilities

Resume

ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem

Summary of Qualificationsut in nonummy vestibulum ut. Feugiat adipiscing ac mattis in, id commodo

Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet

Business ExperienceCompany-Dates Title Responsibilities

Resume

ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem

Summary of Qualificationsut in nonummy vestibulum ut. Feugiat adipiscing ac mattis in, id commodo

Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet

Business ExperienceCompany-Dates Title Responsibilities

Resume

ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem

Summary of Qualificationsut in nonummy vestibulum ut. Feugiat adipiscing ac mattis in, id commodo

Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet

Business ExperienceCompany-Dates Title Responsibilities

IC3

49

Why Not Something Different

ResumeBusiness PhilosophyEndurance is frequently a form of indecisionNothing 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 problemWhat you didThe results

Business ExperienceDates, Company, Title

50

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.

51

Touching a NerveWhat 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

52

Touching a Nerve

What I did

Following merger, Led the integration of two independent sales force

53

Touching a NerveWhat 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 customers 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

54

Touching a Nerve

55

Cut, Print

56

Time to Hit the Road

P e r so n

a l

B r an d i n

g

P r of i l e

57

Its 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

58

What is Networking?

Asking For A

Job

59

What is Networking?

Asking For A

Job

60

Never Make a Network Target Feel Uncomfortable Borrowing money Telling them about a cheating spouse Asking for a job

61

Networking is About

Making announcements Getting on many radar screens Informational Interviewing

62

Networking is About

Making announcements Getting on many radar screens Informational Interviewing

63

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

6of separation

64

Communication Plan-- Simple Tenets

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

Identify the pains Take the path less traveled

Leverage 6of separation Develop a frequency strategy Acknowledge all assistance There is never an end point

Different types of relationships

65

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 dont feel a little nervous and uncomfortable you are not

pushing the envelope

66

Keep in Mind

Its not who you are that holds you back,

its who you think youre not