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The Power of Personal Branding
Society for Technical Communications Career
Day March 20, 2004
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Agenda

• What is Personal Branding?
• Why is Personal Branding So Important?
• The 10Cs of Successful Branding
• Your Vision and Purpose
• Your Goals
• Your Personal Attributes
• Your Values
• Your Passions
• Your Target Audience
• Communicating Your Personal Brand
• Your Brand Identity System
• Personal Branding A Work in Progress

Note This presentation is based on the E-Book,
Three Steps to a Winning Personal Brand by
William Arruda of Reach Communications. (www.reach
cc.com)
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What is Personal Branding?

• It is a way of clarifying and communicating what
  makes you different and special
• It is using your unique attributes to separate
  yourself from your competitors
• It is NOT a logo or tag line
• It is NOT a bunch of marketing activities and
  products

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Why is Personal Branding So Important?

• Business is becoming more competitive and more
  global All companies compete for the same
  customers
• People buy from people Ultimately, it is the
  personal relationship that makes the sale
• A strong personal brand can be the tipping point
  when a buyer evaluates your product or service
• A compelling personal brand provides the guidance
  you need to shape your strategy, and adds
  enormous value to your business
• Understanding your personal brand helps you
  define a direction for your business, and keeps
  it on course during difficult times
• Helps you stay focused on how you and your
  business create value
• Ultimately it leads to profound personal and
  professional satisfaction

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The 10 Cs of Successful Personal Branding

• Correct Reflects the personal attributes of its
  creator
• Concise Can be captured in one or two sentences
• Clear Explains what it is and what it is not
• Consistent Its promise and message never changes
• Constant Always visible and accessible
• Compelling Appropriate, interesting, and
  relevant to its target audience
• Clever Highly differentiated and unique
• Connected Is part of a network of partners,
  colleagues, and customers
• Committed Shows that that the creator is in it
  for the long haul
• Current Based on market needs today, with room
  to evolve

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Your Vision and Purpose

• Vision The act or power of imagination Unusual
  discernment or foresight
• Exercise
• Think about one world problem you would like to
  see solved, or one area of life that you want to
  see transformed or improved.
• This is your vision.
• Purpose Something set up as an object or end to
  be attained Intention Resolution Determination
• Exercise
• Imagine yourself at your own funeral. You can
  hear what people are saying about you. What are
  they saying about what you accomplished, how you
  touched their lives, how you made a different to
  them and the world?
• Their comments suggest your purpose.

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Your Goals

• Goal The end toward which effort is directed
• Your personal brand needs to be tied to your
  goals
• Your goals will help you decided how to
  prioritize and focus your efforts
• Exercise Your Ultimate Goal
• With your vision and purpose in mind, identify
  one goal that you could define for your business
  that would help you fulfill your purpose and
  realize your vision.
• Exercise Your Supporting Goals
• Think about the smaller (but essential) goals
  that will help you achieve your ultimate goal.
• Assign a timeframe for each goal, and group them
  into short-term, medium-term, and long-term
  categories to prioritize them.
• Write down the tasks required to reach your goals.

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Your Personal Attributes

• Attribute An inherent characteristic A natural
  quality

• A successful personal brand reflects your unique
  attributes.
• Building a successful brand begins with knowing
  who you are.
• The goal in personal branding is to highlight
  the positive brand attributes, and minimize the
  negative brand attributes

Exercise Ask five or ten friends, acquaintances,
peers, teachers, etc. to list five adjectives
that best describe you. Identify which are
positive and which are negative. Put an asterisk
next to the attributes that came up most
often. These are the personal brand attributes
that you are expressing most consistently.
Resource www.keirsey.com The Keirsey Type
Indicator creates a detailed self-profile.
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Your Values

• Value Relative worth, utility, or importance
  Degree of excellence A principle or quality
  intrinsically desirable
• Values in our lives tend to show up in our
  behaviors that others see when we are not
  conscious of them.
• Values signify what is important to us.
• Personal values should play a crucial role in
  your professional life.
• Group Discussion/Exercise
• Brainstorm a comprehensive list of values that
  you live by or have encountered.
• What values do you accept for yourself? What
  values do you reject?
• Document your own values.
• Circle your top five values.

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Your Passions

• Passion Intense, driving feeling or conviction
  A strong desire for, or devotion to, an activity
  or concept
• Passions are what make you willingly get out of
  bed at 600 am on a Saturday morning.
• Passion comes across in the tone of your voice
  when you are talking about your interest with
  others.
• Passion is felt internally, and shown externally.
• Passions are a source of strength.
• Exercise
• Document the activities or causes that can
  willingly get you out of bed at 600 am on a
  Saturday morning, and make you feel energized.
• Circle your top five values.

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Your Target Audience

• So Who Are You Reaching?
• Your target audience includes your ideal clients,
  and those that influence them.
• The people to reach are those whom you would most
  like to work with, who would benefit most from
  what you have to offer, and who would be easiest
  to attract to your business.
• Exercise
• Identify as much information as you can about
  your target audience.
• Use the prompters on the next page for ideas.

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Your Target Audience

• Demographics
• Age range
• Gender
• Career/job position/title
• Income
• Location
• Education

• Psychographics
• What do they do in their spare time?
• What do they like to read?
• What movies/TV shows do they watch?
• What associations do they belong to?

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Communicating Your Personal Brand

• Your Personal Brand is about understanding what
  is truly unique about you - your strengths,
  skills, values, and passions and using those
  attributes to differentiate yourself.
• How to Communicate Your Brand
• Use power tools to remodel your brand image.
• Be a refined individual.
• Seek out opportunities and new business.
• Become an expert.
• Extend the reach of your message.
• Speak out.
• Take action.

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Your Brand Identity System

• A Brand Identity System is essential for
  effective brand communications
• Personalized stationary
• Business cards
• Thank-you notes
• Voice mail messages
• E-mail templates
• Web sites
• Print marketing materials (brochures, case
  studies, etc.)
• A portfolio or resume that communicates quality
• A strong logo

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Personal Branding A Work in Progress

• These exercises are just the beginning.
• You must constantly assess your brand and the
  value that it is bringing you and your customers.
• You must continually find new ways to achieve
  your brand-building objectives.
• Measuring Your Brand Effectiveness
• Conduct a focus group with individuals who will
  provide honest feedback
• Request feedback on your communications tools.
• Greater input results in stronger output.
• Evolving Your Brand
• Reflect product, service, and company changes
• Keep current with your customer requirements and
  competitors

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Thank You!

• Marissa Levin
• CEO, Information Experts
• 703-787-9100
• mlevin_at_informationexperts.com
• www.informationexperts.com