PERSONAL BRANDING: WHY IT MATTERS
* Courtesy of Scott Gleason for the ³Professional Branding´ workshop sponsored by Career Care at St. Andrew UMCScott Gleason can be contacted at email@example.com Page 1
What is a personal brand?
How can you build a better brand and reputation?
How do you promote your reputation inside and outside of your organization?
What changes can you make today to improve your brand?
DEFINITION OF PERSONAL BRANDING
The term, coined in 1997 by Tom Peters, meaning the marketing of people and their careers like brands
SOME OTHER USEFUL DEFINITIONS
Personal vs. Professional Branding -
Professional branding and personal branding are closely related.Instead of marketing a product or service, a person is being promoted and sold to a recruiter/employer
Personal Brand ±
The process by which individuals differentiate themselves and stand out from a crowd byidentifying and articulating their unique value proposition, then leveraging it with a consistent message and imageto achieve a specific goal (e.g., a job). A personal brand enhances their recognition as experts in their field,establishes reputation and credibility, advances their careers, and builds self-confidence.
Personal Brand Statement ±
A summary of your unique value proposition that tells what are you the best at andwho you serve.
Personal Brand Action Plan -
Steps that must be taken to develop and promote your brand. Should includespecific tasks that need to be accomplished and timelines of when will it be done.
Personal Brand Package ±
Marketing collateral that supports your personal brand. It could include a website,blog, and profiles on social media sites and even web portfolio with resumes, biographies, references, casestudies of success stories, etc.
WHY PERSONAL BRANDING
We are all commodities now!
Superior skills, creativity, and drive once is no longer a competitive advantage. It¶s a pre-requisite!
We must differentiate and position ourselves from the competition
Our audience is the hiring managers and recruiters that deal with thousands of resumes each day
Today career advancement depends on self-packaging.
PERSONAL SWOT ANALYSIS
What are the strengths and weaknesses in your brand?
Is your brand consistent?
Is your brand well-known?
How do your work fans describe you?
How do your work detractors describe you?
PERSONAL BRAND ACTION PLAN
Write out a very honest description of your current brand
Write out your ideal brand
Define the gaps between the two brands
Create an action plan for each brand attribute you¶ve identified through the gap analysis
Expect resistance ± even from yourself!
Put together a Brand Statement
DETERMINE YOUR TARGET AUDIENCE
Hiring managers in your field
New networking contacts
Former colleagues/ references
EVALUATE THE COMPETITION
What are your target companies¶ needs and pains?
How do you compare and differentiate the value that you deliver from the value other candidates deliver?
How do you substantiate your ability to deliver on your value promise (e.g., track record, references, etc.)?