Personal) Branding) Workshop Workbook - Penheel Marketing · TheHow 1. Be)consistent.)!...

Personal Branding

Workshop Workbook

Becky Livingston • President & CEO Penheel Marke;ng • 2013

Becky

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Becky

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Personal Branding

What is it? People reinvent themselves all the ;me—to take on a new challenge, shii into more meaningful work, or rebut percep;ons that have hindered their career progress. But, the term personal branding is rela;vely new. However, the phenomenon of people “instant labeling” based on reputa;on is as old a human character itself. Personal branding makes who you are; what you do; and why you do it more clear to those around you. And THAT brings new opportuni;es your way. Remember, when building a personal brand, it’s important to focus on who you are and communica;ng that message, not making something up and pretending to be someone you’re not. It’s a powerful, clear, posi;ve idea that comes to mind when people think of you. It’s what you stand for – values, abili;es, and ac;ons. A broadcast message about your character and performance. Tells your audience 3 things: 1.  Who you are. 2.  What you do. 3.  What makes you different; or how you create value for

others.

(c) 2013 Becky Livingston

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Personal Branding

Why is it important? There are many benefits when it comes to personal branding. Here are some ways in which dedica;ng yourself to a personal brand can help you to achieve your goals. §  More of the right kind of clients. §  Increased earning poten;al. §  Consistent flow of business. §  Draws beneficial people. §  “Top-‐of-‐Mind” status §  Increased credibility §  Leadership role §  Enhanced pres;ge §  Added perceived value §  Greater recogni;on §  Associa;on with a trend

How do you use it? §  To introduce yourself verbally, visually, and in wri;ng. §  To create an aura about what you do and how you do it. §  To demonstrate to others about your beliefs, values, and

abili;es. §  To change/clarify/create percep;ons. §  To influence. 3-‐30-‐3-‐30 Crea;ng a personal branding statement you can use at networking events, in the elevator, at the line in the grocery store, and just about anywhere can be done in what’s called a 3-‐30. Three seconds. Thirty seconds. Three minutes. Thirty minutes.

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(c) 2013 Becky Livingston 6

Personal Branding

Crea;ng It Let’s walk through these Brand Crea;on steps. 1.  Know why

1.  Why do you do what you do? 2.  Why do you do it the way that you do? 3.  Why do you get up in the morning to do it?

2.  Own the difference – unique selling proposi;on. 3.  Find your people – the audience. Once you know the answers to why, take a look around and see what other people are doing , and how they are doing it. Know how you’re doing things differently than your compe;;on (value proposi;on). One way to demonstrate to others who your people are, is by being around them either literally or virtually. Remember to consider spreading your net a liVle wider to keep growing your knowledge base and networking.

Unique Selling Proposi;on (USP) What is your USP? __________________________________________________ __________________________________________________ __________________________________________________ __________________________________________________ __________________________________________________

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Personal Branding

What does it look like? §  1-‐2 sentences §  Value + Audience + Unique Selling Point (USP) §  Memorable, punchy, solu;on oriented §  It’s not:

§  Job ;tle §  Personal mission statement §  Career objec;ves §  Life purpose

How to write it. Start with lis;ng your key career or business aVributes on a piece of paper. Once the list is complete, take a good look at it and pick out the ones that make you unique. These will form your unique selling points, or USPs. Look at your unique values and key aVributes and you should be able to develop a 1-‐2 sentence brand statement. Remember to be clear on the value, don’t confuse anyone with any fluffy terms that don’t mean anything. Furthermore, what makes you unique in one place may not be unique in another, e.g. big ci;es will have lots of specialists and experts in certain fields, small towns only one and that makes him or her unique to that loca;on. My aZributes: __________________________________________________ __________________________________________________ __________________________________________________ __________________________________________________ __________________________________________________

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Personal Branding

Examples I energize, focus and align manufacturing organiza;ons, resul;ng in sustainable accelera;on of processes, reduc;on in waste, and growth of profits. – Consultant I am a high-‐end service provider giving the sophis;cated traveller a stylish and tailor-‐made experience at my Marrakech bou;que hotel. – Hotel Owner Inspira;onal CEO/CFO turned posi;ve-‐psychologist resiliently transforming businesses & financial performance. – Consultant Inspire people to transform “stuck” career management plans to vibrant opportunity crea;ng strategies. – Career Coach With a passion for wine and a natural, open approach I inspire others to appreciate the pleasure of good wines in a fun way. – Wine Tas;ng Host Through my natural enthusiasm and my empathy for others, I inspire research and development professionals to develop innova;ve products in biotechnology. – Biotech Manager I use my 25 years of experience in – and passion for – marke;ng to help senior marke;ng execu;ves in large organiza;ons succeed by making marke;ng valued inside the organiza;on – Marke;ng Trainer Through my intui;on and genuine concern for-‐ and interest in – others, I build long-‐las;ng, fruiuul rela;onships with my team, my business partners and clients to drive consistent, recurring revenue for my company. – Business Owner

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Addi;onal Aspects -‐ Taglines

In this sec;on, we’ll talk about taglines, brand personality, and imagery. Aier all, without knowing the personality of your brand, how will you know if you’re being authen;c? Taglines A compact, condensed version of your brand. In seven (7) words or less, convey the spirit of your brand with personality. The key to a good tagline is to communicate your purpose in an unexpected, and un-‐obvious way. Think of it like a signature. Examples: §  I reinvent brands and reignite professionals. §  Marke;ng pro with an eye for design. §  Think outside the bun. ~ Taco Bell §  Your dog’s #2 is our #1.

Where to place them: §  Website homepage §  All social media profiles §  Business cards §  Giveaways/marke;ng promo;ons §  Email signature §  NewsleVers/Collateral

Tip: Use metaphors and synonyms. Start with a list of keywords and phrases about your business and industry then find similar words that are more intriguing.


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Addi;onal Aspects -‐ Personality

Personality People generally do not form rela;onships with businesses, or objects, but rather with personali;es. Think about the brands you love and why. Whether it’s sports, clothing, food, wine, beer, whatever. You like a brand because it “speaks” to you. A business with a personality is more memorable. Describe your personality. What adjec;ves would you use, or would someone you know use to describe you? q  Gregarious q  Empathe;c q  Generous q  Professional q  Eccentric q  Fun-‐loving q  Gracious q  Easy-‐going q  Intense q  Bubbly

Write your keywords here: _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ No maVer what the terms, be authen;c and own them.


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q  Serious q  Organized q  Helpful q  Funny q  Analy;cal q  Talka;ve q  Quiet q  Shy q  Outgoing q  Adventurous

The How

1.  Be consistent. §  The four Ps of marke;ng are product, price,

promo;on and place. In the realm of self-‐marke;ng, you are the product that’s up for sale, which means you must successfully apply the tradi;onal marke;ng model to you: the person, the professional and the brand.

§  Know your strengths and play to them by crea;ng a consistent brand around yourself that’s complete with mission, objec;ves, and recognizable visual brand elements.

2.  Know your value. §  Based on your accomplishments and experiences,

your exper;se comes with a price tag in the form of a salary. Decide what you’re worth based on how much others in your industry are being paid for the work they perform, and be resolute about how much you’re willing to accept.

3.  Know your audience/niche. §  Be realis;c about where your target audience

spends their ;me. Research who needs your services and where they par;cipate online. Spreading yourself too thin across communi;es and niches where your products and services aren’t needed will only make more work for you … with liVle reward.

4.  Communica;on §  Determine where members of your target audience

get their informa;on and make sure your messages are present on these channels.


Core Strengths: _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ Core Skills: _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ Core Experience: _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________

Personal) Branding) Workshop Workbook - Penheel Marketing · TheHow 1. Be)consistent.)!...

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