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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<p>Personal Branding Presentation 3.2.09</p> <p>1117 Rassani Drive Danville, California 94506 925.648.4477</p> <p>Personal Branding</p> <p>2What is the most important thing you must address when selling?</p> <p>3What is the most important thing you must address when selling?</p> <p>Whatever is most important to the person you are selling to</p> <p>4Not About Selling Yourself</p> <p>5Not About Selling Yourself</p> <p>Its about selling what you can deliver</p> <p>6There is a Big Difference</p> <p>Selling Yourself</p> <p> What YOUYOU want Goal/objective</p> <p> Where YOUYOU have been lately What were YOURYOUR</p> <p>responsibilities What were YOURYOUR successes </p> <p>and awards Where YOUYOU have been before</p> <p> What are YOURYOUR hobbies and education</p> <p>7There is a Big Difference</p> <p>Selling Yourself</p> <p> What YOU want Goal/objective</p> <p> Where YOU have been lately What were YOUR </p> <p>responsibilities What were YOUR successes </p> <p>and awards Where YOU have been before What are YOUR hobbies and </p> <p>education</p> <p>Selling What You Can Deliver</p> <p> How your brain works Outlook/philosophyOutlook/philosophy</p> <p> ProblemsProblems you took on DifferencesDifferences you made happen </p> <p> Insights to the creative/criticalcreative/criticalthinkingthinking that delivered the </p> <p>differences</p> <p>8Two Biggest Mistakes</p> <p> Confusing the concept of biography with resume</p> <p> Not realizing a resume is really a value profile</p> <p>9117 Rassani Drive Danville, California 94506 925.648.4477</p> <p>Personal Branding</p> <p>New and</p> <p>Improved</p> <p>10</p> <p>What is it, really?</p> <p>+Classic marketing/branding </p> <p>disciplines</p> <p>11</p> <p>What is it, really?</p> <p>+Classic marketing/branding </p> <p>disciplinesWhat makes you uniquely </p> <p>you</p> <p>12</p> <p>Why Should I Care?</p> <p> Because getting a job is a process</p> <p>13</p> <p>Why Should I Care?</p> <p> Because getting a job is a process</p> <p>Getting Attention</p> <p>14</p> <p>Why Should I Care?</p> <p> Because getting a job is a process</p> <p>Getting Attention</p> <p>Distinctive Impression</p> <p>15</p> <p>Why Should I Care?</p> <p> Because getting a job is a process</p> <p>Getting Attention</p> <p>Distinctive Impression</p> <p>Getting an Interview</p> <p>16</p> <p>Why Should I Care?</p> <p> Because getting a job is a process</p> <p>Getting Attention</p> <p>Distinctive Impression</p> <p>Getting an Interview</p> <p>B r a n d i n g</p> <p>17</p> <p>Why Should I Care?</p> <p> Because getting a job is a process</p> <p>Getting Attention</p> <p>Distinctive Impression</p> <p>Getting an Interview</p> <p>B r a n d i n g</p> <p>Making the Short List</p> <p>Getting an Offer</p> <p>18</p> <p>Why Should I Care?</p> <p> Because getting a job is a process</p> <p>Getting Attention</p> <p>Distinctive Impression</p> <p>Getting an Interview</p> <p>B r a n d i n g</p> <p>Making the Short List</p> <p>Getting an Offer</p> <p>P r o d u c t</p> <p>You</p> <p>19</p> <p>Components of Effective BrandingMarket Context</p> <p>20</p> <p>Components of Effective BrandingMarket Context</p> <p>Product Benefits</p> <p>21</p> <p>Components of Effective BrandingMarket Context</p> <p>Point of Difference</p> <p>Product Benefits</p> <p>22</p> <p>Components of Effective BrandingMarket Context</p> <p>Point of Difference</p> <p>Product Benefits</p> <p>23</p> <p>Components of Effective BrandingMarket Context</p> <p>Point of Difference</p> <p>Product Benefits</p> <p>Intel</p> <p>The Computer Inside</p> <p>24</p> <p>Components of Effective BrandingMarket Context</p> <p>Point of Difference</p> <p>Product Benefits</p> <p>Sun</p> <p>The Dot in .Com</p> <p>25</p> <p>Components of Effective BrandingMarket Context</p> <p>Point of Difference</p> <p>Product Benefits</p> <p>Nike</p> <p>Just Do It</p> <p>26</p> <p>Translating from Business to Personal</p> <p>Market Context-- Perspective of hiring manager</p> <p>-- Pain to be addressed-- Market tendencies</p> <p>Point of Difference-- Unique skill set-- Cross pollination-- Personal passion</p> <p>Product Benefits-- Expected skill sets-- Making a difference</p> <p>27</p> <p>Personal Branding</p> <p>Examples</p> <p>28</p> <p>Translating from Business to Personal</p> <p>Market Context-- Perspective of hiring manager</p> <p>-- Pain to be addressed-- Market tendencies</p> <p>Point of Difference-- Unique skill set-- Cross pollination-- Personal passion</p> <p>Product Benefits-- Expected skill sets-- Making a difference</p> <p>Engineer</p> <p>29</p> <p>Core Equities</p> <p>ElectricalEngineering</p> <p>MechanicalEngineering</p> <p>ComputingEngineering</p> <p>30</p> <p>Value Add</p> <p>ElectricalEngineering</p> <p>MechanicalEngineering</p> <p>ComputingEngineering</p> <p>31</p> <p>Personal Branding</p> <p>ElectricalEngineering</p> <p>MechanicalEngineering</p> <p>ComputingEngineering</p> <p>Human-eering</p> <p>32</p> <p>Personal Branding</p> <p>ElectricalEngineering</p> <p>MechanicalEngineering</p> <p>ComputingEngineering</p> <p>Human-eeringIntegration of mechanical, electrical and computing </p> <p>engineering with personal and project management skills that uniquely and consistently produces effective technologies that exceed business objectives</p> <p>33</p> <p>Translating from Business to Personal</p> <p>Market Context-- Perspective of hiring manager</p> <p>-- Pain to be addressed-- Market tendencies</p> <p>Point of Difference-- Unique skill set-- Cross pollination-- Personal passion</p> <p>Product Benefits-- Expected skill sets-- Making a difference</p> <p>Engineer</p> <p>Human-eering</p> <p>34</p> <p>Translating from Business to Personal</p> <p>Market Context-- Perspective of hiring manager</p> <p>-- Pain to be addressed-- Market tendencies</p> <p>Point of Difference-- Unique skill set-- Cross pollination-- Personal passion</p> <p>Product Benefits-- Expected skill sets-- Making a difference</p> <p>Executive Assistant</p> <p>35</p> <p>Core Equities</p> <p>Organizational Expert</p> <p>Prioritization and Follow Up</p> <p>Communication management</p> <p>36</p> <p>Personal Branding</p> <p>Organizational Expert</p> <p>Prioritization and Follow Up</p> <p>Communication management</p> <p>37</p> <p>Personal Branding</p> <p>Organizational Expert</p> <p>Prioritization and Follow Up</p> <p>Communication management</p> <p>Executive Administrative Triage</p> <p>38</p> <p>Translating from Business to Personal</p> <p>Market Context-- Perspective of hiring manager</p> <p>-- Pain to be addressed-- Market tendencies</p> <p>Point of Difference-- Unique skill set-- Cross pollination-- Personal passion</p> <p>Product Benefits-- Expected skill sets-- Making a difference</p> <p>Executive Assistant</p> <p>Executive Administrative </p> <p>Triage</p> <p>39</p> <p>Asset or Liability?</p> <p> Your greatest strength is youyou know youyou better than anyone else</p> <p> Your greatest weakness is you have createdcreated a backdrop of conventional wisdom about yourself</p> <p> You dont need someone to tell you about your self You need some guidance to step outsideguidance to step outside your </p> <p>conventional self-perspective</p> <p>40</p> <p>Putting It All Together</p> <p>Inherent Core Values</p> <p>Price of Entry Differentiators</p> <p>Enhanced Value</p> <p>Personal Branding Elements</p> <p>41</p> <p>Putting It All Together</p> <p>Inherent Core Values</p> <p>Price of Entry Differentiators</p> <p>Enhanced Value</p> <p>Market Context</p> <p>Personal Branding Elements</p> <p>42</p> <p>Definition of Insanity</p> <p>Doing the same thing over and over again the same way and expecting the outcome to be </p> <p>different</p> <p>43</p> <p>What are my experiences and skill sets?My previous Job Jobs prior to last Job</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>44</p> <p>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</p> <p>Price of entry Unique________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>________________________ ____________________________</p> <p>45</p> <p>The Market Environment</p> <p>What are the pains and issues of the company?Are there any obvious or not so obvious weaknesses the company </p> <p>must overcome?Who has the greatest competitive advantage in the category? </p> <p>Why?</p> <p>Issues and Pains Weaknesses Reason for Competitive Advantage </p> <p>_________________ ______________ ___________________</p> <p>_________________ ______________ ___________________</p> <p>_________________ ______________ ___________________</p> <p>_________________ ______________ ___________________</p> <p>_________________ ______________ ___________________</p> <p>_________________ ______________ ___________________</p> <p>_________________ ______________ ___________________</p> <p>_________________ ______________ ___________________</p> <p>_________________ ______________ ___________________</p> <p>_________________ ______________ ___________________</p> <p>46</p> <p>Whats Your Story?</p> <p>What do I say </p> <p>now?</p> <p>Elevator Pitch</p> <p> The essence of who you are and what you bring to the party</p> <p> Forces critical thinking Arms you with communication tools you can call on-demand Keeps you prepared</p> <p>BUT</p> <p>Not the best thing to initiate discussion</p> <p>IC2</p> <p>47</p> <p>Putting It on Paper</p> <p>Resume</p> <p>ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem</p> <p>Summary of Qualificationsut in nonummy vestibulum ut. Feugiat adipiscing ac mattis in, id commodo</p> <p>Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet</p> <p>Business ExperienceCompany-Dates Title Responsibilities</p> <p>48</p> <p>Result of Best PracticesResume</p> <p>ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem</p> <p>Summary of Qualificationsut in nonummy vestibulum ut. Feugiat adipiscing ac mattis in, id commodo</p> <p>Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet</p> <p>Business ExperienceCompany-Dates Title Responsibilities</p> <p>Resume</p> <p>ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem</p> <p>Summary of Qualificationsut in nonummy vestibulum ut. Feugiat adipiscing ac mattis in, id commodo</p> <p>Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet</p> <p>Business ExperienceCompany-Dates Title Responsibilities</p> <p>Resume</p> <p>ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem</p> <p>Summary of Qualificationsut in nonummy vestibulum ut. Feugiat adipiscing ac mattis in, id commodo</p> <p>Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet</p> <p>Business ExperienceCompany-Dates Title Responsibilities</p> <p>Resume</p> <p>ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem</p> <p>Summary of Qualificationsut in nonummy vestibulum ut. Feugiat adipiscing ac mattis in, id commodo</p> <p>Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet</p> <p>Business ExperienceCompany-Dates Title Responsibilities</p> <p>IC3</p> <p>49</p> <p>Why Not Something Different</p> <p>ResumeBusiness PhilosophyEndurance is frequently a form of indecisionNothing stops an organization faster than people who believe that </p> <p>the way you worked yesterday is the best way to work tomorrow</p> <p>Skill Set Inventory (for online submissions)Advertising Management, Promotion Development, Project Management, </p> <p>Financial Business Case Analysis, Creative Collateral Development, Supervisory Experience, Brand Communication, Matrix Management, </p> <p>Facilitation </p> <p>Making a DifferenceState a problemWhat you didThe results</p> <p>Business ExperienceDates, Company, Title</p> <p>50</p> <p>Touching a Nerve</p> <p>What I did Managed the creation of a </p> <p>worldwide operational plan and closed-loop management process managing partner loyalty. The FY03 partner loyalty score was 1.3 points above goal.</p> <p>51</p> <p>Touching a NerveWhat I did</p> <p> 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.</p> <p>Making a difference Impossible to effectively </p> <p>leverage global partner network because of decentralized Geo control leading to declines in partner loyalty</p> <p> Designed and sold management on implementing a worldwide, closed loop operational plan to manage partner engagement</p> <p> Results: partner defection eliminated and loyalty measures increased 10% in one year</p> <p>52</p> <p>Touching a Nerve</p> <p>What I did</p> <p> Following merger, Led the integration of two independent sales force</p> <p>53</p> <p>Touching a NerveWhat I did</p> <p> Following merger, Led the integration of two independent sales force</p> <p>Making a Difference</p> <p> Declining morale leading to sales stagnation due to the destabilizing effect of competing sales forces following merger</p> <p> Defined sales reorganization strategy based on customers supply chain management sophistication</p> <p> Results: 25% RIF based on worse fit with customer base, Internal competing agendas eliminated, sales force efficiency increased 30% in 12 months</p> <p>54</p> <p>Touching a Nerve</p> <p>55</p> <p>Cut, Print</p> <p>5...</p>