Building a Blockbuster Personal Brand

Building a Blockbuster Personal Brand

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Presented by Jacquie ChakirelisSenior Strategic Partner Advance Ohio

#StartUpScaleUp @JumpstartInc @CLE_Mom @Advance_Ohio

#StartUpScaleUp@CLE_Mom @Advance_Ohio @JumpstartInc

A brief (thankfully) introduction…..As an award winning content producer and digital marketing strategist, Jacquie’s background includes content and marketing positions for some of the top media organizations in the country.

Currently Jacquie serves as the brand evangelist for Advance Ohio, operator of cleveland.com, which has the largest online audience of any news and information website in the state of Ohio.

Jacquie ChakirelisSenior Strategic Partner for Advance Ohio

[email protected]

@CLE_Mom

mailto:[email protected]

Data + Industry Proven Solutions = Measurable ResultsAdvance Ohio uses data to implement industry-proven solutions to drive measurable results for our customers. We couple this approach with cutting-edge marketing solutions, uniquely crafted for every client to ensure the right message reaches the right audience at the right time and place


WHAT'S IN IT FOR YOU?1. What is personal branding and why it's

important

2. How to leverage your personal brand to create new career and business opportunities

3. Gain clarity about passions, values and career goals

4. Assess and strategically build your online presence

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WHY DO YOU NEED A PERSONAL BRAND?


LEADERSHIP REQUIREMENT

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QUALITY OVER QUANITY

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FIRST IMPRESSIONS

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WHY SHOULD YOU CARE?

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NON-LINEAR CAREER PATH

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ARE YOU GOOGLE-ABLE?

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80% of people research others online

before meeting them for the first time.

It jumps to 95% when talking about

employers researching candidates.

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WHAT CAN YOU DO?

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• How do you want to be remembered?

• What do you want people to say when you're not in the room?

• Who do you want to work with?

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WHAT ARE YOU PASSIONATE ABOUT?

BRAND VOICE

• What you say and how you

say it

• Get clear on your dream

• Be clear on your audience

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Buddy Up with one or two people next to you

Complete the Personal Brand Blueprint handout

Three Quick Working Sessions

1. Persona

2. Promise

3. Create Your Personal Pitch

Connecting Your Brand with Media and Influencers

PERSONAWHO ARE YOU?

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Branding is based in authenticity.

It’s not spin. It’s not packaging. It’s not about creating a false image for the outside world.

You need to know yourself to build your brand. That means you

must get clear on your goals, values, passions, mission, strengths, differentiation and attributes.

PROMISEWHAT IS YOUR UNIQUE VALUE?

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What is your unique promise of value?

• This is the promise you make to your target market that your (personal) brand will fulfill.

• It clarifies and communicates what makes you special.

• You must be able to live up to this promise

YOUR STORYPUTTING ALL THE PARTS TOGETHER

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What is a personal brand story?

A personal brand story is a short pitch that communicates your value(what you are the best at), your audience (who you serve), and your promise (how you perform your value uniquely).

Example personal brand story


Jennifer is the CEO of a manufacturer and distributor company.

AUDIENCE PERSONA PROMISENew Clients Sense of humor Skilled at conflict resolution

Hard worker Ability to Unify TeamsPositive Identifying ProblemsEnergetic Managing Conflict

CollaborativeDiplomatic

PERSONAL BRAND STORY:A focused and determined business leader, I offer the entrepreneurial wisdom to drive bottom line growth and lucrative business (AUDIENCE), inspire employees to peak performance, and cultivate profitable business relationships built on respect, loyalty, and trust (PERSONA). My easygoing sense of humor has been a defining management strategy to bring out the best in everyone, instill pride, and mobilize them to make their company the best in the industry (PROMISE)."


Inspire people to transform “stuck” career management plans to vibrant opportunity creatingstrategies. – Career Coach

I use my quirky nature, confidence and passion for fun to motivate creative teams in ad agenciesand marketing departments to work together more effectively to drive greater value for theirorganizations. – Coach / Trainer


Copywriter increasing sales (benefit) for eCommerce businesses (audience) by linking words to profitable action (differentiator)

Web developer helping tech businesses (audience) deliver ‘wow’ user experience (benefit) through consumer psychology (differentiator)

Gym trainer helping busy executives (audience) achieve the body they dream of (benefit) through propetitary training programs (differentiator)


What is a personal brand story?

A personal brand story is a short pitch that communicates your value (what you are the best at), your audience (who you serve), and your promise (how you perform your value uniquely).

Promote Your Brand Story


Link your strongest attribute (Persona) and the results it created for someone (Promise) into a story.Tell your story to one of your Brand Advocates (Promotion).

The Press TourPersonal Brand Advocacy

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Got Content?cc: Laurence Vagner - https://www.flickr.com/photos/86078191@N00

"Basket Weaver Expert"


• They can quote or mention you in a blog post / article.

• They can interview you for a podcast or video/ story.

• They can share information about you in their social media accounts.

• They can ask you, or permit you, to guest post on their site.

Rise of Influencer Marketing

#Social Butterfly

The Social Butterfly has extensive networks –they are normally the ones with a great number of followers on social media. Due to their large network, it is very effective to engage them as influencers when you want to spread awareness about your campaign – which could involve social functions or parties.


#Early Adopter

The Early Adopter would be the first ones trying out new things available. They are best suited for brands that are launching a new product or technology. Let them in on the new idea and they will be the people most excited about trying it out and sharing it with the world. Early Adopters will be able to create hype and conversations about any new product or introduction.


#Thought Leaders

People look to thought leaders to help them understand about new developments in their specific industries, as their deep understanding of their fields translate into authority and credibility valued by customers. Thought Leaders would make the best ambassador of a brand, and are easily spotted as they are the key people who can create many conversations about a particular topic.


#Celebrity

Celebrity influencers are the height of influence – the go-to when you need your product or campaign to become popular. They are very popular with a large following due to their fan bases. They are admired by the masses and can be very influential without even trying. Although they can get pretty expensive to engage, massive publicity is guaranteed.It is helpful to keep local celebrities in mind, too., they do have the advantage of being more relatable to local audiences. It is also a bonus if they have authority in a niche area. Celebrities are also well-covered in the media, which could have a larger ripple effect of influence.


#Expert

The expert may not have the popularity of celebrities, but he or she represents a specialist with credentials in a particular field, topic or industry – and therefore his or her opinions are second to none. Thus as an influencer, he can help you to achieve expert validation for the value proposition your brand wants to communicate. If you want to convince people that your product is necessary, you would want the expert to agree with you.


#Everyday User

The Everyday User is your regular customer, or the citizen influencers that have amassed a significant online following. Although they may not have outreach strength comparable to the other influencer types, their network remains equally important to have.


#Sharer

The Sharer has fresh news, and amplifies it to other bloggers or journalists. They are an essential source of information in their industry where their audience can be diverse and values their content.


The Media Pitch

National Local

Online

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If you start local…

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• Gives you credibility• Gives you a “resume”• Gives you practice

Email Pitch• Have interesting/unique angle• Subject line is most important

(Think Buzzfeed headlines)• Be specific - include relevant

stats, facts & examples• Short & Sweet•

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SAMPLE EMAIL PITCH

#StartUpScaleUp @JumpstartInc @amandasubler

Subject: What if small businesses & entrepreneurs are launching their business wrong?

Hi Harry-

I have a story idea that I believe would interest your small business readers.

The majority of small businesses and entrepreneurs fail. What if that was because they are launching

and growing their business all wrong? What if there was a less risky way?

Joe Pulizzi- an entrepreneur himself- has created a new 6 step Content Inc. business model that's

worked for him- and countless other multi-million dollar entrepreneurs he interviewed for his newest

book. The premise: First spend the time creating great, useful content, build an audience around that

content, then you can pretty much sell them whatever you want.

If you're interested in learning more or would like a review copy of the book, I'd be happy to send!

Thanks for the consideration-

Amanda Subler

http://content-inc.com/

SAMPLE EMAIL PITCH

#StartUpScaleUp @JumpstartInc@CLE_Mom @Advance_Ohio

When to Pitch?• Newsjacking- jumping on already

hot topic in the news (but be sensitive)

• If you have something of interest going on (event, product launch

• Weird holidays

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Pitch Pointers• Journalists get hundreds of pitches

week-understand their deadlines etc., be available if they do call back

• Sign up for Help a Reporter Out (HARO) and Google Alerts

• Use Twitter for time sensitive opportunities

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ONLINE VS OFFLINE

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SOCIAL MEDIA• Make connections, market yourself,

create new opportunities• Create content on topics you're

interested in• Talk with people, don't just broadcast

at them• Be yourself, but also realize it is being

recorded

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TO BE CONTINUED...NEVER STOP EVOLVING

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Questions?

Jacquie Chakirelis Senior Strategic Partner

Connect:@CLE_Mom

[email protected]

Amanda SublerPublic Relations Manager

Connect:@AmandaSubler

[email protected]

Building a Blockbuster Personal Brand

Career

Transcript of Building a Blockbuster Personal Brand