PERSONAL BRANDING

FOR DUMMIES

SECOND EDITION

BY SUSAN CHRITTON MED, PCC

Contents

Table 2-1 3

Table 2-2 4

Figure 4-1 5

Table 4-1 6

Exercise 1 7

Table 4-2 9

Letting your personality shine 11

Table 5-1 12

Figure 7-1 13

Table 8-1 14

Figure 9-1 15

Figure 9-2 17

Figure 9-3 18

Sharing your brand story 19

Figure 10-1 20

Figure 10-2 21

Figure 10-3 22

Figure 10-4 23

Figure 10-5 24

Figure 10-6 25

Figure 11-1 26

Table 11-1 27

The Employee versus Personal Branding Mind-set 29

Figure 13-1 30

Table 14-1 31

Table 16-1 32

Table 2-1 Famous Company Slogans and TaglinesBrand Name Company Slogan or TaglineAllstate You’re in good hands with Allstate.

American Express Don’t leave home without it.

Apple Think different.

BMW The ultimate driving machine.

Calvin Klein Between love and madness lies obsession.

Clairol If I’ve only one life to live, let me live it as a blonde.

Disneyland The happiest place on earth.

Harley Davidson American by birth. Rebel by choice.

KFC – Kentucky Fried Chicken Finger-lickin’ good!

M&M’s Melts in your mouth, not in your hands.

Target Expect more. Pay less.

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Table 2-2 Company JinglesBrand Name Company JingleAlka-Seltzer Plop plop, fizz fizz, oh what a relief it is.

Band-Aids I am stuck on Band-Aid brand ’cause Band-Aid’s stuck on me.

Folgers Coffee The best part of waking up is Folgers in your cup.

McDonald’s – Big Mac

Two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame-seed bun!

Oscar Mayer Oh, I’d love to be an Oscar Mayer wiener . . . 

State Farm Insurance

Like a good neighbor, State Farm is there.

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Figure 4-1: Maslow’s

Hierarchy of Needs.

©John Wiley & Sons, Inc.

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Table 4-1 Considering Your Workplace NeedsMaslow’s Hierarchy of Needs Hierarchy of Career NeedsPhysiological: Food, shelter, sleep, water, oxygen, sex, freedom of move-ment, and a moderate temperature

Career physiological needs: A pay-check, breaks to eat or rest, and work hours that provide time to go home and rest

Safety: Security, stability, safety of body and family, freedom from vio-lence, and rituals and routines

Career safety: Job security and no threat of layoffs; workplace safety including a workplace free of violence, psychological abuse, and hazardous toxic exposure; property safety; and regular and predictable work hours

Belonging and love: Friendships, family, sexual intimacy, and community

Career belonging: Having positive rela-tionships with coworkers, boss, and customers; cultural fit; and an affinity to the mission of the organization

Self-esteem: Self-confidence, mutual respect of and for others, achieve-ment, and recognition

Career esteem: Kudos such as "Wow, you did such a great job!", promotions, titles, new levels of responsibility, pay raises, respect for fellow employees, a feeling of being respected, and align-ment of work with sense of self

Self-actualization: Knowledge, under-standing, peace, self-fulfillment, life mission, pursuit of inner talents, cre-ativity, and beauty

Career mastery: Fully using your tal-ents in your work, contributing to the greater good, knowing your purpose in life, finding meaning in your work, and having a sense of mastery

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The following list of values can help you think about what is important to you. Here’s an exercise I play with my classes: Each person writes his top ten values on ten separate pieces of paper. During each round of the game, each player must throw away one piece of paper by considering which values are the greatest priorities. In the end, each player is left with just one piece of paper: that person’s most important value. This exercise is very impactful, so if you’re in the mood, find a friend or two to do this with.

Even if you don’t do the exercise with anyone else, take the time to identify your top ten values from the list below. Start by identifying all the values that feel like they belong to you. Then select the ten that are the most important. Make note of your values because you’ll use them when you’re building your mission statement in this chapter and the personal brand statement in Chapter 7.

abundance accuracy activeness affection altruism assertiveness awareness being the best bravery challenge clarity commitment composure connection contentment coolness courage curiosity dependability dignity discipline drive effectiveness empathy enjoyment excitement expressiveness faith fearlessness fitness freedomfun

acceptance achievement adaptability affluence ambition attractiveness balance belonging brilliance charity cleanliness compassion concentration consciousness contribution cooperation creativity daring determination diligence discovery duty efficiency endurance enthusiasm experience extroversion famefidelity flexibility friendliness generosity

accomplishment acknowledgment adventureagilityappreciation availabilitybeautyboldnesscalmnesscharmcomfortcompletion congruency consistencycontrolcorrectness credibility decisiveness devotiondiplomacydiversityeducationeleganceenergyexcellenceexpertisefairnessfamilyfinancial independence focusfrugalitygiving

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gratitude harmony heroismhumor independence integrity introversion justiceleadershiplogicmaking a difference motivationopen-mindedness originality perfection playfulness polish practicality preparedness prosperity recognition reliabilityrespect satisfaction selflessness servicesimplicity solitudestabilitysupport teamwork traditionalism truthvarietyvision

growthhealthhonestyhygiene insightfulness intelligence intuition kindness learninglovemastery neatness optimism passion perseverance pleasantness popularity pragmatism privacy realism recreation resilience restraint securityself-reliance significance sincerity spirituality strength sympathy temperance tranquility understanding victory warmth

grace happiness helpfulness humility imagination inspiration intimacyjoyknowledge libertyloyalty mindfulness obedience organization peace philanthropy pleasure power precision professionalism reason relaxation resourcefulness sacrificeself-control serenity silence skillfulness spontaneity success synergy timeliness trustworthiness uniqueness virtuewisdom

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Table 4-2 Interest InventoryCategory ActivitiesResearching Research, observe, investigate, study, perceive, sense,

measure, test, inspect, and examine

Analyzing Analyze, compare, extract, correlate, derive, evaluate, differentiate, and identify

Interpreting Interpret, explain, understand, portray, and advise

Problem-solving Solve, troubleshoot, improve, critique, redirect, redesign, and restructure

Systematizing Systematize, coordinate, organize, and develop procedures

Planning Plan short term, plan long term, forecast, strategize, and set goals

Managing Manage, supervise, control, direct, budget, administer, and delegate

Leading Lead, show the way, govern, inspire, motivate, assert, decide, and advise

Decision-making Decide, judge, select, decide under pressure, and arbitrate

Following through Persist, persevere, show tenacity, tie up all loose ends, and bring to closure

Mentoring Mentor, teach, coach, counsel constructively, and help others to grow professionally and personally

Innovating Innovate, invent, change, develop, devise, and break with convention

Imagining Imagine, visualize, conceptualize, and fantasize

Visioning Envision the future clearly, ask “what if?” or “why not?” and then act to find the answer

Synthesizing Synthesize, adapt, and bring together with imagination

Creating Create, draw, sketch, sculpt, and perform with originality

Counseling Empathize, understand needs/feelings of others, relate to issues and concerns of others, comfort, offer kindness, help others, and be friendly and attentive

Listening Listen actively and understand the message others are delivering

Communicating in writing

Write clearly, concisely, and effectively, spot grammati-cal errors, and use editorial ability

Communicating verbally

Speak clearly, concisely, and effectively and use the spoken word to get results

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Persuading verbally Persuade, convince, influence, overcome opposition, and sell

Negotiating Mediate, negotiate, intervene, resolve differences, and arbitrate

Initiating Take the initiative, be among the first to do or try, and get things started

Changing dynamics Be flexible, adapt easily to change, be aware, and go with the flow

Working on a team Work well with a team and be a team player

Assembling Assemble, build, prepare, fabricate, rebuild, and fashion

Installing Install, fit, tailor, customize, and test

Operating Operate, run, maintain, fix, and set up

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Letting your personality shineWhat do people think of when they think of you? Are you funny, serious, approachable? Your personality is the face that you show to the world. The descriptions that others give of you are most likely your personality traits.

The following list offers some descriptors of your personality characteristics. Think about (and perhaps circle or write down) which traits apply to you.

accessible accurate activeadaptable adventurous aggressivealoof ambitious argumentativeassertive authentic beautifulbig personality bold brightcalm carefree caringcharming cheerful collaborativecolorful committed community-orientedcompetitive confident connectedconservative convincing coolcooperative creative dependabledevoted diplomatic directdramatic driven dynamiceasygoing efficient empatheticenergetic enthusiastic ethicalexperienced extroverted flexiblefriendly fun generousgenuine healthy helpfulhonest humorous imaginative

innovative internationalkindlovingmethodicalobjectiveorderlypassionatepreciseprofessionalrefinedresponsiblerisk-takingsincerestubborntalkativethoroughtrusting

independentintelligentintuitivelikeablematerialisticmotivatedoptimisticoriginalphilanthropicproductivequirkyresourcefulresults-orientedshyspiritualsupportivetemperamentaltrend-settingwise witty

impatientinspiringintrovertedleaderloyalmoodyopen-mindedorganizedpersuasiveprocrastinatingquick learnerresilientrestlesssensitivesophisticatedsuccessfulteam-orientedtolerantvisionaryyouthful

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Table 5-1 Companies That Stand for SomethingBrand Name What the Company Stands ForApple Innovation, cool

BMW The ultimate driving machine

Disney Happiest place on earth, family fun

Facebook Social, connected

Maytag Dependable, never needs repairs

Polo Class and sophistication

Starbucks High-quality, individualized coffee drinks, with locations everywhere

Volkswagen Fun, trendy, nostalgia

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Figure 7-1: A personal

brand profile table lets you see

patterns.

©John Wiley & Sons, Inc.

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Table 8-1 Brain FunctionsYour Left Brain . . .  Your Right Brain. . . Is logical and analytical Uses feeling

Likes details Looks for the big picture

Focuses on facts Enables your imagination

Excels at words and language Understands symbols and images

Comprehends the present and past Comprehends philosophy and religion

Helps you study math and science Finds meaning

Perceives order and patterns Feels appreciation

Is based in reality Has strong spatial abilities

Forms strategies Is based on fantasy

Is practical Focuses on the present and future

Is concerned with safety Sees possibilities

Likes a plan Is spontaneous

Calculates risk Takes risks

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Figure 9-1: Daniel

Perlino’s branded resume.

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Figure courtesy of Stephen M. Ross School of Business, University of Michigan, Ann Arbor, MI

Figure 9-1: (continued).

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Figure 9-2: An example

of a branded biography.

Figure courtesy of Stephen M. Ross School of Business, University of Michigan, Ann Arbor, MI

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Figure 9-3: A sample

cover letter.

Figure courtesy of Stephen M. Ross School of Business, University of Michigan, Ann Arbor, MI

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Sharing your brand storySharing your brand online is very much like meeting people in person. The first thing that they see is the first impression that they form of you. You build your brand one post at a time. Your personal brand is at the center of how you communicate with the words that you use, the actions you show you’ve taken, the links that you share, and the visual images that you use to represent you.

Building a brand online means staying current. Social networking platforms like LinkedIn and Facebook change often, in ways both large and small, much to the chagrin of their many users. Expect these changes. Look for them both on your own profile and in places like https://newsroom.fb.com/. When change hap-pens, refresh your original personal branding goals and then take advantage of new opportu-nities to showcase your personal brand.

Also be sure to look out for new risks and adjust your settings to minimize them. Take advantage of all the different ways you can share your

personal brand online and on social media. Brainstorm ideas using the model in the follow-ing figure.

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Figure 10-1: Your blog sits at the center of

your online ecosystem.

Rachel Gogos

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Figure 10-2: How your

LinkedIn snapshot appears

online.

Robin S. Fox

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Figure 10-3: A LinkedIn

profile.

Robin S. Fox

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Figure 10-4: Daniel

Perlino’s branded LinkedIn

profile summary.

Kelly Welch

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Figure 10-5: A LinkedIn

profile worksheet.

Robin S. Fox

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Figure 10-6: Adding

followers to a Twitter list.

Kristen Jacoway

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Figure 11-1: A sample

communica-tions wheel.

Communications Wheel inspired by William Arruda

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Table 11-1 A Sample Communications PlanMonth Personal

CommunicationsProfessional Associations/ Community

Career Thought Leadership

Inside My Company

January Get a profes-sional headshot taken.

Research groups and associations to join.

Research current topics in my area of interest.

Research current topics of inter-est in my company.

February Set up LinkedIn and Twitter accounts with my new headshot.

Decide on two commu-nity/profes-sional groups to join.

Write an article about the most inter-esting topic.

Write an article and post it on the office intranet.

March Build my LinkedIn account. Add 40 connections.

Join a group.Offer to volunteer.

Start a blog using the article topic.

Offer to do a brown bag lunch talk on the article topic.

April Build my LinkedIn account. Add 40 more connections.

Attend a teleclass or webinar.

Write two blog posts, and com-ment on other blogs.

Put the arti-cle in the company newsletter.

May Follow at least 20 new people on Twitter.

Attend a local meeting.

Write two blog posts and com-ment on other blogs.

Make a Top 5 list of my research topic to send to my coworkers.

June Post updates to my LinkedIn and Twitter accounts. Update my profiles.

Offer to speak at a local group on my article topic.

Write two blog posts and com-ment on other blogs.

Find a new topic of interest to write about at work.

July Post updates to LinkedIn and Twitter.

Participate in an online community meeting.

Write a new article and submit it to a pro-fessional association.

Write a new article.

(continued)

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Month Personal Communications

Professional Associations/ Community

Career Thought Leadership

Inside My Company

August Post updates to LinkedIn and Twitter.

Do some vol-unteer work.

Write two blog posts. Submit arti-cle to more sites.

Break my article down into short info bites for my coworkers.

September Review my profiles and post updates to LinkedIn and Twitter.

Attend a local meeting.

Write two blog posts and com-ment on other blogs.

Offer to do a brown bag lunch talk on my new article topic.

October Post updates to LinkedIn and Twitter.

Participate in an online community meeting.

Write two blog posts and com-ment on other blogs.

Put my arti-cle in the company newsletter.

November Post updates to LinkedIn and Twitter.

Volunteer at a food bank.

Write two blog posts and com-ment on other blogs.

Organize a food drive in my department.

December Send holiday greetings to my friends and contacts.

Attend a local meeting.

Send my article to my contacts.

Send holi-day greet-ings to my coworkers.

Table 11-1 (continued)

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Figure 13-1: Examples

of serif and sans-serif

fonts.

©John Wiley & Sons, Inc.

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Table 14-1 Components of Your Business Plan and Personal BrandBusiness Plan Components Personal Brand ComponentsExecutive summary Personal brand statement and your

unique promise of value (see Chapter 7)

Company overview: mission, vision, values

Defining who you are (see Chapter 4)

Competitive analysis Knowing your niche and target market (see Chapters 5 and 6)

Marketing plan Communications plan (see Chapter 11)Building your network (see Chapter 15)

Strategies: people, operations, network

Communication toolbox (see Chapter 9)Social media (see Chapter 10)Visual identity (see Chapter 13)Image (see Chapter 12)

Action plan Goal setting (see Chapter 4)Personal branding in the workplace (see Chapter 16)

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Table 16-1 The Employee versus Personal Branding Mind-setThe Employee Mind-set The Personal Branding Mind-setBlending in Having a distinct personal identity

Seeking job security Seeking employability security (the ability to find work)

Sticking to a linear, predictable career path

Looking for the next career opportunity; being open to alternate paths

Emphasizing company loyalty Focusing on loyalty to a project, to your profession, to your coworkers, and to yourself

Striving for career success Aiming for work/life blending (holistic life success)

Being a “company person” (merg-ing your identity with your company values)

Understanding how you and your per-sonal brand fit in with your company’s work culture

Relying on academic degrees to open doors

Building on lifelong learning

Seeking a particular position or title Showcasing your competencies

Depending on full-time employment Embracing fluid, “gig” employment — Hollywood style

Hoping for a single job to carry you through your career

Knowing you’ll have multiple positions in your work life

Creating an externally driven career Creating a self-driven career

Waiting for annual reviews to see how you’re succeeding

Gauging success based on your own personal career strategy

Playing office politics to get ahead Building relationships on trust and authenticity

Holding a labeled, stagnant title “Labeling” yourself with an ever- evolving personal brand

Fitting in to a boss/employee hierarchy Understanding the complex web of ever-changing reporting relationships

Working on a project that someone else owns

Taking personal ownership of every-thing you do

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