Personal Branding for Career Mobility

1 © 2014 Karen Kang All Rights Reserved!

BRAND YOURSELF TO COMPETE IN A CHANGING WORLD

Karen Kang CEO, BrandingPays LLC @karenkang #brandingpays


Changing World !  Competitive forces !  Social media !  Free agent model !  Virtualization of work

To thrive in the new economy, you must brand yourself.


My Early Brand


Personal Branding

Branding Marketing Consulting Advertising PR

Journalism

Brand for Different Careers


My Brand Today


Reputation

Strategy & Actions

Definitions

Personal Brand

Personal Branding


Respect

Ecosystem advocates for you

Opportunities Success

Work / Life Enjoyment!

Strong Personal Branding Reaps Rewards


Be Visible, Known for Value


Be Your Own Brand Manager

BrandingPays™ System

Positioning Messages Brand Strategy Ecosystem Actions


Target Audience Need

Competition Your Strengths & Value

What niche can you own?

1. Positioning: Differentiate


Positioning Statement Goal: __________________________


For the CTO and Executive Team

Positioning Statement (Example: SW Engineer)

Who require industry-wide adoption of our technology to realize the corporate visionI am an open source software visionary with a proven track record of industry leadership and execution

Who can accelerate industry adoption and standardization around our technology

Unlike other open source developers, I can deliver technology initiatives and drive open source projects that further corporate objectives


•  I’m Jane Doe with ABC Inc., a biopharmaceutical company. Creative problem solving has helped me become a top producer in sales.

10-seconds (What I Do)

•  What motivates me is innovating to solve challenges that physicians face in the treatment of their patients.

30-seconds (Context and Value)

•  I’ve developed a creative process to identify and treat Hepatitis C patients in local health systems, working closely with emergency rooms.

•  For the last four years, I have been a top 10% producer nationally.

60-seconds (Evidence)

Sample Elevator Pitch


10-seconds (What You Do)

30-seconds (Context and Value)

60-seconds (Evidence)

Elevator Pitch - Practice!


What will they remember about you?

2. Messaging: Be Clear


LinkedIn Examples OLD HEADLINE DESCRIPTIVE HEADLINE Partner, ABC Partners Partner in Major Accounting Firm |

Corporate Audit Expert | Speaker

Programmer, Apps R Us Front-End Web Developer | Mobile User Experience

CEO, Little Co. Inc. Cloud Software Entrepreneur | Social CRM | Big Data Analytics

Intern, Wood Bee Ltd. Marketing Intern | Customer Research | Social Media Campaigns


3. Brand Strategy: Bake the Cake, then Ice It

Cake = Rational value

Icing = Emotional value

CAKE + ICING = STRONG BRAND


Brand Promise

Define Your Brand Strategy

Core Values

Strengths

Personality

Image


Be True to Your Brand: Thought, Word, Deed & Image

Photo credits: Oprah Winfrey photo via hiphopchronicle.com, Richard Branson photo via womensconference.org, Sheryl Sandberg photo via www.guardian.co.uk


What’s Your Cake and Icing?


!  90/10 rule !  Help influencers

brand you !  Relationships

are key

4. Leverage Ecosystem

Global Leadership

Potential Clients

Online and Offline Media

Professional Associations

Complementary Service Firms

Personal Network

Key Customers

Partners

BP


5. Take Action to Build Brand

!  LinkedIn: For Career Opportunities !  Build out profile with great photo, strong headline,

summary, recommendations, groups, updates

!  Twitter: Be and Be Seen as an Expert !  Post on area of expertise; your own ideas and

curate others’ relevant blog posts; share & converse.

Educate and Engage Ecosystem


Leadership Branding Scorecard Score

1. Strategic Thinker (See big picture, frame issues quickly) 2. Inspiring Manager (Inspire others to higher performance)

3. Unique Vision or Big Idea

4. Clear, Persuasive Communication

5. Influencers Advocate for You

6. Emotional Intelligence (Empathy, cultural understanding) 7. Presence (Project confidence, command respect)

8. Attractive and Likeable Personality

9. Social Skills (Connect & converse easily)

10. Professional, Modern Image (Hair, Wardrobe, Accessories)

Actions to Improve


!  Monitor your online brand !  Help influencers brand you

!  Are you engaging?

Portable Branding


!  Be an expert !  Leverage content

!  Ecosystem validation

!  Give back !  SMILE

Ideas to Brand Yourself


Guide Your Brand, or Be Branded by Others


Go for it!

Go for it!

Take Charge of Your Brand


Go for it! Coming January 2013!


Connect with Me!

Facebook.com/BrandingPays

LinkedIn.com/in/KarenKang

@KarenKang

Personal Branding for Career Mobility

Career

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