Personal Brand Conversation at Villanova's EMBA Program

Managing and Projecting Your Personal Brand

November 11, 2011

Martin McLaughlin, Managing Partner, Mosaic Partners

[email protected]

– Authentic shaping of perceptions

– Positioning you as compelling and differentiated

– Focusing on creating value and not just capturing value

– Conversations beyond functional “what you do” to relevant “why you exist”

– Engaging stories to carry your brand forward

– Being your most confident self to attract your target audience

What is personal branding?

Define and know your target audience better than

anyone else!!!

Top 10 List for Branding You…

#10

Know Your Target Better Than Anyone Else!!!

Your “Cup of Coffee” must be

great, but that isn’t enough.

Everyone sells quality

coffee or they

wouldn’t be around.



#9

What you read and who you meet will define where you are

one year from today!!!

Calendars don’t lie!!!

Create a target list of people you want tomeet and get closer to:

–Be specific: define who and why you want to meet

–Be tight: start with 10 people that you want to add to your network

–Be soon: get this in motion by end of day…Monday!!!

–Be bold: stretch to meet those that you feel are outside of your current comfort zone…the strength of

weak ties

–Be focused: have an agenda for your network meetings


Process Measures of Networking Success:

–Selling to and through people…not 1, but 500

–Measure 1: Are people extending / risking their own personal brand and providing access to their best contacts?

–Getting the message…introductions aligned to your brand

–Measure 2: Are people bringing you into the right conversations?

–Getting closer to the opportunity…not 500, but 1

–Measure 3: Are you being exposed to the right opportunities?


Life and business is one big value exchange – so add value in

every conversation!!!

Think asset inventory!!!


#8

Have an agenda to direct your meeting:

•Connect: People want to help and work with people they know and like.

•Understand : It is hard to add value if you don’t know specific things about the person.

•Add Value: Just because you are in great need doesn’t mean you can’t add great value!!!

•Communicate Your Story: You have positioned yourself by giving something of interest / value – so go for it.

•Define How They Can Help: Time to bring out your bio and make a request.

•Build Action / Commitments: Build in follow-up processes.


Doing Assets:

• The Marketing Exchange • Facilitation of Personal Branding

Discussions • Villanova Exec Ed Coaching

Being Assets

• Andersen Background • Open, Helpful, Fun • Coach, Mentor

Hard Assets

• Eagles Tickets • Office in Wayne • IP (Results from 100’s of Client

Engagements)

Functional Assets

• Strategic Marketing Frameworks • 10 Years as a Entrepreneur • Information Broker (share articles,

insight, etc.)

Do you need to invest in more assets?Do you leverage your assets?



LinkedIn with an Intent #1 – By Adding Value I’m Creating Awareness of My Brand…


LinkedIn with an Intent #2 – By Defining My Conversations I’m Defining My Brand…

Easy question…Tough answer

Why Do You Exist?

Not What You Do or How You Do it!!!


#7

MENG: 38 Members Reviewing 650 Resumes

Single Most Critical/Common Weakness: Undifferentiated Excellence

•The most typical communication is:

• I’m a really good, successful senior marketing executive. Just give me a chance…I can do whatever you need.

The biggest problem is that the “point of differentiation is not clearly articulated.”

“Consider who the resume is targeting and be sure the messages are directed to them.”


What Skills /Values are

Best in Class?

What kind of brand do you want to build?


What AreYou Passionate

About?

What Goals Will Guide Youto Greatness?

What Are You Passionate About?

•What excites you?•What comes naturally to you? •Are you more engaging in certain context and not in others?

What Skills / Values are Best in Class?

•What role do you migrate to in team situations?•When are you most confident?•What do you solve in a business context?

What Goals Will GuideYou to Greatness?

•What opportunities do you see for yourself?•Where are you in 5 years? What are you doing?How are you doing it? •What drives you? How do you define success?

What kind of brand do you want to build?


Develop a unique brand position - four levels of value that define you!!

(Quality products are becoming a commodity in every industry – think of value

beyond the product to includeservice, solution, and experience)


#6

Top 10 List for Branding You…Personal Value Proposition

Connecting Brand to Revenue Growth

Product Value Build, Motivate and Lead functional and project teams to consistently deliver high quality results…on time, on budget, beyond expectations.

Manage, Align, Optimize diverse and sometimes competing interest to achieve results that are consistent with company strategy and values

Marketing and sales mindset (incorporate both sales and marketing background)

Service Value Manage by Metrics that Matter to Your Audience - look for opportunities to relate to others through relevant metrics.

Systems Approach to Decision Making - search for input across the organization to place issues in a larger context – to make better decisions.

Flawless Execution Model - you know that execution allows you to develop deeper relationships with other departments and leaders.

Solution Value • You are the “AND” between building a brand AND driving revenue.

Experience Value Relator - find points to personally connect to the experiences, values, and needs of your audience.

Lead by example and delivers on promises.

Create vision so others can see the end destination and participate in creating it.

Top 10 List for Branding You…Personal Value Proposition

Realizing New Growth Opportunities

Product Value Deep experiences in developing and operationalizing new revenue growth strategies.

Ability to define processes and bring structure to undefined and complex market opportunities.

Service Value Works to optimize the client advocacy and company stewardship equation.

Reduces cost , mitigates risk, and improves outcomes through collaborative, transparent, positive approach to solution development and implementation.

Focuses team on activities to excel in times of high stress and tight timelines.

Solution Value Ability to repurpose, repackage and revitalize marketing plans when others think too big, too complex, and too risky. Others can deliver marketing tactics to sustain existing revenue while I work to develop and operationalize new revenue opportunities.

Experience Value Inspire confidence by setting direction, running out front and pulling others toward vision of success.

Relates to all levels of personnel to influence people towards desired outcomes

Engaged and Engaging to connect self and people to purpose, goals, objectives.

Turn four value elements into 3 seconds, 30

seconds, and 3 minutes!!!

Perceptions of you are being formed within 3 to 30 seconds –

understand it and shape it!!!


#5

How did he deliver his original 3/30 second speech?

•I work for big company ______.•My role is very operational right now, but I hope to get out of this role to be more strategic.•I develop retail strategies for ________.•I’ve been at big company _________ for 12 years.

Let me tell you more about my resume and leave it up to you to find something interesting about me…


3 Seconds, 30 Seconds, and 3 Minute Speeches:Goal-oriented.

Your goal is to create a dialogue.

Tells a story.Become a great story teller. Include in the story aspects of “who you are, what you do, and how you are different.”

As much about them as about you.People really only care about how you can help them – so add value in every conversation.

Positions you in the mind of the listener.Shape it or they will form it. Everything communicates.

Better with practice and refinement.


Get good at telling stories because resumes are

flat and declare – stories engage and demonstrate!!!


#4

Have an inventory of stories that align to your four words (value proposition)

– Describe the project. Define 3 things that made the project great, cool, and a wow! Situation / Context

– Describe the action taken and results achieved.

– Shape an engaging story about the project. Capture the highlights on paper.

– Practice telling this story to your wife, friend, colleague, etc.

– Understand how a Kelleher advisor could help you in this process.


Build an authentic brand because what you say must equal what you do!!!

(How you show up matters!!!)


#3

Everything (and everyone) communicates, and nothing communicates more than

passion!!!

(Be interested and be interesting.)


#2

“He had done nothing to sell me on his business, yet he had given me the most powerful sales pitch of my life. Because his sole concern had been my welfare

and the success of my business.”

Jim Pennman, on learning how to sell(What Will They Franchise Next? The Story of Jim’s Group)


Brands have no value sittingon a shelf – so go out and kiss

(network with) a 100 frogs because you only need one

prince or princess!!!


#1

“If you’re not appearing, you’re disappearing”

--Legendary jazz musician,Art Blakey.


Personal Brand Conversation at Villanova's EMBA Program

Business

Transcript of Personal Brand Conversation at Villanova's EMBA Program