personal branding _sba

Authentic Personal Branding

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Celebrity Brands

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Agenda

• Elements of a Strong Brand• Goal: Eliminate Your Perception Gap• Step 1: Build Your Brand Rootstock• Step 2: Develop Your Brand Story• Step 3: Communicate Your Value

BRAND PERCEPTION

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What is a Brand?

David McNally and Karl D. Speak Be Your Own Brand

“A brand is a perception or emotion, maintained by a buyer or a prospective buyer, describing the experience related to doing business with an organization or consuming its products or services.”

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A Brand Taps Emotions

Safety

Fear Love

Style

+=

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Characteristics of Strong Brands

Unique & Compelling & Consistent

- Vicky Austin, Choices Worldwide

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Benefits of Personal Branding

• Drive Your Career• Promotions, Projects, Clients• New Opportunities/Partnerships• Minimize Selling Your Services• Shorten Your Job Search• Have a Fulfilled Life

- adapted from Mark Guthrie

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What is your brand?

Your brand is a perception or emotion, maintained by some-body other than you, that describes the total experience of having a relationship with you.

PERCEPTION

Self

- Dan Schwabel, author Me 2.0

Others

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Perception – Self vs. Others

Current:Self-Impression ≠ How Others Perceive You

Desired:Self-Impression = How Others Perceive You

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Understanding the Gap

• 360 Reach Assessment• Gap Analysis• Strengths, Skills, Style

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Offerings / Proposals

Eliminate Your Perception Gap

Competency / Style / ImageBrand Story

Life Purpose / ValuesBrand Rootstock(Authentic Position)

Brand Value

adapted from StickyPitch ® Steve Sue

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Step 1: Build Your Rootstock

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Rootstock

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Step 1: Brand Rootstock

• Life Purpose• Values • Motivation• Interests • Skills

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Life Purpose

• What is your Mission?

• Priorities and Choices

• Tombstone Test

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Five Basic Areas of Activity

•Career/Professional•Marriage/Family•Social/Political•Religious/Spiritual•Fun/Recreation

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Life Purpose Examples

• To promote corporate integrity through…• To increase the harmony in the world by…• To help working mothers achieve the

balance they desire through…

I live to serve my talents as communicator, artist, and independent businesswoman. I create balance in work, play, and community. I inspire those I interact with.

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Life Purpose Exercise

• What are your 5 greatest success stories?

• Complete this sentence: MY LIFE’S PURPOSE IS TO __________{INTERNAL TRUTH}________ THROUGH___ {EXPRESSION}__________.

• Tombstone Test (Testimonial Banquet)

Let the first act of every morning be to make the following resolve for the day:

I shall not fear anyone on Earth.I shall fear only God.I shall not bear ill will toward anyone.I shall not submit to injustice from anyone.I shall conquer untruth by truth.And in resisting untruth, I shall put up with all suffering.

- Mahatma Gandhi

I want to be the kind of person …my dog already thinks I am.

- anonymous

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Values

• What are your core beliefs?

• Why do you work?

• Achievement, Affiliation, and Power

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Values Exercise

• Why do you work?

• What is at the core of your belief system?

• Achievement, Affiliation, and Power

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Motivation Exercise

• What Motivates you?

• What is your Vision?

• What do you Contribute?

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Brand Rootstock Summary

• Life Purpose - What is the essence of you?

• Values - What is important to you?

• Motivation- What gives you satisfaction at work?

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Your skills?

• Analyzing• Counseling• Delegating• Investigating• Motivating• Researching

• Creating• Empowering• Learning• Negotiating• Selling• Inventing

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Leadership Competencies

• Deciding• Developing• Evaluating• Expressing

• Relating• Solving• Visioning• Inspiring

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Personal Brand Rootstock Example

JERRY SMITH

- adapted from Life’s a Bitch and then You Change Careers by Andrea Kay

TITLE: Operations Analyst/Sales Associate

JOB: Computer software consulting at university bookstore for 6 years

CUSTOMERS: faculty, students and academic departments

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Jerry’s Brand Rootstock

WHY: I have a passion for healthy lifestyles, wellness and education…

WHAT: I assess, advise, motivate, communi-cate with, create visuals for, and counsel…

WHO: self-motivated people who are unhappy with the way they look and feel…

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Jerry’s Brand Rootstock

HOW: using my knowledge of diet, nutrition, exercise, stress management, and working with the public…

WHERE: I am trusted, challenged to improve, rewarded, and given constructive feedback…

MARKET: improving the health and well-being of others…

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Personal Brand Rootstock Example

JERRY SMITH

TITLE: Operations Analyst/Sales Associate

JOB: Computer software consulting at university bookstore for 6 years

CUSTOMERS: faculty, students and academic departments

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Step 2: Develop Your Story



adapted from StickyPitch ® Steve Sue

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•Unique–Has a point of view

•Compelling–Connects to others

•Consistent–Repeated quality and style

Develop Your Brand Story

The trouble with the rat race is that even if you win, you're still a rat.

- Lily Tomlin

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You as the recognized Expert, Thought Leader,

Solutions Provider.

Find Your Niche

- Joe Pulizzi, Co-author Get Content Get Customers

smaller & specific is better

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1.Be the first2.Be the leader3.Be the rebel4.Own an attribute

5.Invent a new process6.Be the expert7.Be preferred8.Set a high price tag9.Use special heritage10.Own a cause

A Unique Brand

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A Compelling Brand

• What makes you marketable?• What’s important to audience?• What makes you compelling?

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A Consistent Brand

• Hallmark of all strong brands• Reliability of behavior• Based on actions and results

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BrandStructure

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• Unique–Has a point of view

• Compelling–Connects to others

• Consistent–Repeated quality and style

Develop Your Brand Exercise

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Jerry’s Brand Exercise

My background is unique because I’ve developed trusting relation-ships with and counseled thousands of faculty, students, and academic departments. I have an extensive knowledge of stress management, nutrition, and healthy cooking methods.

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Jerry’s Brand Exercise (con’t)

My understanding of the academic environment makes me different from others who do the same job.

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As a Sales Advisor I’ve developed a reputation for being customer focused and committed to discover-ing the core of a problem and working toward tangible results.

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At the heart of my experience are these three strengths:

• Develop trusting relationships

• Motivate and lead others

• Clearly communicate solutions

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Jerry’s Personal Brand

Jerry’s Stress Recess

“Relax Your Mind, Educate Your Body”

• College life stressing you out?

• Eating junk food?

• Gaining weight?

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Personal Branding Examples

• Tom Peters is on a Mission. To Reinvent Work. To Make Each Day Count. For Each of Us in White Collar World…

• Value I add in 30 seconds or less…Making design a visible advantage in business and education…

• Funny, irreverent, cynical, optimistic, thrill-seeking Gemini thrives on working hard…

- the brand you 50

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Marketing Canopy

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Position yourself as the trusted solutions provider for your industry and help people spread the word!

Spread the Word!

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Internal Branding

• Build a village• Help others find solutions• Volunteer for the WOW projects• Take a mentor or “recruit” to lunch• This is America, bragging is allowed!

External Branding Tools

• Business cards• Elevator pitch• Online profiles

• Resumes• Video, TV• Radio, Podcasts

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Professional photo

President Barack Obama: LinkedIn

Professional Headline

Summary

Snapshot of Profile:•Work Info•Education•Public Profile Link

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Informationof interest to his

followers

President Barack Obama : Facebook

Appropriate andinformative

Professional photo

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Distribute Your Content

• Ping.fm• Hellotxt.com• twitterfeed.com• FriendFeed.com

• TweetDeck.com• su.pr (stumbleupon)• posterous.com• Seesmic.com

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SN Branding Tips

• Comment on Top 10 – 20 Blogs for your target audience

• Answer LinkedIn Questions• Distribute a press release online

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Online Media

• PRWeb.com – online press releases• Examiner.com – online newspaper• blogtalkradio.com – online radio shows• viewpoints.com – online reviewers• Involver.com – social network marketing• slinkset.com – social news site

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Brand Environmentalism

Brand environmentalism means accepting the responsibility to protect your brand

wherever it may be found.

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Contact Information

Ryan E. Yip+01-877-786-7936 Office +01-510-502-6888 Cell [email protected]://www.ELNcoaching.comhttp://blog.ryaneyip.com Bloghttp://video.ryaneyip.com Videohttp://twitter.ryaneyip.com Twitterhttp://facebook.ryaneyip.com Facebookhttp://linkedin.ryaneyip.com LinkedIn

personal branding _sba

Documents

brand eln coaching

safetystyle eln coaching

inspiring eln coaching

andpower eln coaching

value eln coaching

fulfilled life eln coaching

celebrity brands eln

brand rootstock step