Personal Branding

Dorothy [email protected]

www.nextchapternewlife.com

YOUR PERSONAL BRAND IS SHOWING!

Personal Branding in Career Development and Management

Objectives

■ Understand branding and how it is used.

■ Understand personal branding and how it is relates to each of us.

■ Know how personal branding relates to career development.

■ Understand the 3 elements of personal branding.

■ Know how to develop and manage your personal brand.

Dorothy Tannahill-Moran, www.nextchapternewlife.com 2

What is Branding?

■ Wiki definitionName, term, design, symbol, or any

other feature that identifies one seller's goods or service as distinct from those of other sellers.


Why use Branding?

■ The psychological aspect Brand associations

• Thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand from the experiential aspect

■ People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.


How is Branding Used?

■ Common Examples of well-known brands

Starbucks

Chanel


Why use Branding?

■ Why do we think in similar terms about these companies? Consistency Messaging

• How do they talk about themselves? Image

• How do they “look”?

■ What kind of experience do they create?


Personal Branding Brief History

■ Tom Peters first coined the term in 1997 Fast Company “A Brand Called You”

■ First consulting company to focus service on Personal Branding in 2001.

■ Fairly new concept


What is Personal Branding?

■ Personal Brand is how you are viewed by others.

■ Personal Brand is how you are valued by your target audience. Boss, upper management, influencers, peers.

■ It is your reputation and the only real thing you can take from one job to the next.

■ It’s what people come to expect from you.■ It’s what is unique to only you.


How is Personal Branding Used?

■ Common Examples of strong Personal Brands

Oprah Winfrey

Simon Cowell


Why use Personal Branding?

■ Why do we think in similar terms about these individuals? Consistency, rhythm Messaging

• How do they talk about themselves? Image

• How do they “look”?

■ What kind of experience do they create?


How is Personal Branding Tied to Career Development?

■ You will only go as far as your personal brand. Or as far as your personal brand supports.

■ YOU are in control of your personal brand. Whether or not you are conscience of that fact.

■ Your career will only be as good as the direction you deliberately set for it. Which makes it important to think through what your

brand is and to ensure it supports achieving your career goals.


Personal Branding3 Important Elements

1. Unique Value Proposition What do you uniquely bring to the party?

• Differentiation– What makes you stand out? – What do you want to be known for?

• Marketability– What makes you compelling? – Why would an employer want to promote/hire you?

2. Communicate How does your personal brand get conveyed

consistently to your target audience?

3. Behavior You reflect your brand by your image, your behavior

and your attitude.


Action

■ Identify a person that is well known publicly.

■ Write down 3 elements that are most obvious about their personal brand.

■ Share What theme(s)consistent across the group? What does this person do to support this?


Homework – Your Current State

■ Identify YOUR Unique Value Proposition. Look at your performance reviews. Review “kudo’s” or notes sent to you

complimenting your work. Ask 3 people who you work with how they see

you.• Does your perception closely parallel theirs?


Homework – Your Desired State

■ Career Development – Matching your goals to your personal brand.Answer these questions:

• Where do you want your career to be in 2 years?

• Where do you want your career to be in 5 years?

• What are 3-5 key gap areas?• What’s your plan for closing those gaps?• What does your Personal Brand need to be in

order to support your goals?


Summary

■ Is your personal brand what you want?■ As a part of your ongoing career

development – you need to continuously think and plan your Personal Brand

Are you ready to turn the page...?

Dorothy Tannahill [email protected]

www.nextchapternewlife.com

Your Personal Brand – It’s always showing


Personal Branding

Documents

Transcript of Personal Branding