You Inc.: Personal Branding and Professional Success

You Inc.Personal Branding and Professional Success

2009 Indianapolis Women of Color ConferenceFebruary 20, 2009

© 2009 Jessica Faye Carter. All Rights Reserved.

Agenda

Getting Started

Brand Basics

You Inc.

Re-inventing Your Brand

Q&A/Wrap-Up

© 2009 Jessica Faye Carter. All Rights Reserved.

Getting Started

© 2009 Jessica Faye Carter. All Rights Reserved.

What do you see?© 2009 Jessica Faye Carter. All Rights Reserved.

Nike

Nike is the Greek goddess of victoryNike is for winners and serious athletes; look at their spokespeople

Nike is cool, trendy, hipPeople want to be seen wearing it

Nike is expensiveMakes a statement about your “economics” (sort of)

© 2009 Jessica Faye Carter. All Rights Reserved.

Now let’s apply this to you and your career

© 2009 Jessica Faye Carter. All Rights Reserved.

This is a brand.© 2009 Jessica Faye Carter. All Rights Reserved.

Brand Definition

“A name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” -- American Marketing Association

© 2009 Jessica Faye Carter. All Rights Reserved.

Why does branding matter?Branding is unavoidable

You are creating a brand whether you want to or not; doesn’t it make sense to control it?

You are competing against many different people in the workplace

Branding helps emphasize the differences between you and others

Branding is a good self-assessment exercise© 2009 Jessica Faye Carter. All Rights Reserved.

Brand Basics

© 2009 Jessica Faye Carter. All Rights Reserved.

Branding 101

Key Characteristics of a BrandClarity - your brand should be clear and unambiguous

Credible - your brand needs to boost your credibility

Connective - does your brand connect with customers emotionally?

Value - what value does your brand communicate?

Loyalty - does your brand build loyalty among your customers?

© 2009 Jessica Faye Carter. All Rights Reserved.

Branding 101

ClarityWhat three things do you want to be known for?

CredibilityWhy would customers/clients trust you?

ConnectiveHow does what you do connect emotionally with others?

© 2009 Jessica Faye Carter. All Rights Reserved.

Branding 101

ValueWhat is the value of the product/service that you’re offering?

Differentiation from other similar products/services

LoyaltyDo customers come back for more?

Is your product/service offering sustainable over time?

© 2009 Jessica Faye Carter. All Rights Reserved.

It’s Personal...and it Isn’t

Now that you’re paying attention to your brand, you need to realize that it is personal, and that it isn’t

It’s personal because it involves you

It isn’t personal because it is a package of goods and services

If someone doesn’t need your combination of goods and services, it’s not about you, it’s about what they need

© 2009 Jessica Faye Carter. All Rights Reserved.

Branding Language

Who would you rather hire to house hunt?

The woman who says: “I am a real estate agent”; OR

“I help people find their dream homes”

How do you describe what you do?

© 2009 Jessica Faye Carter. All Rights Reserved.

You Inc.

© 2009 Jessica Faye Carter. All Rights Reserved.

Elements of Your Brand

Think of it as A-B-C-D

Appearance

Behavior

Compentencies

Differentiation

© 2009 Jessica Faye Carter. All Rights Reserved.

Think: PackagingAppearance

Clothing (color, fit, season, price point)

Grooming (neatness, style)

Personal style (conservative, trendy, bohemian)

BehaviorGeneral demeanor (do you seem friendly, aloof, angry?)

Speaking style (voice tone, accent, gestures, laughter)© 2009 Jessica Faye Carter. All Rights Reserved.

Think: ValueCompetencies

What is your primary area of expertise? (pick one)

What is your core skill set?

DifferentiationWhat sets you apart from your competition?

Why would a company/client choose you over someone else?

What do you have that no one else does?© 2009 Jessica Faye Carter. All Rights Reserved.

Branding Yourself

You are not just an EMPLOYEE

You are not just a TITLE

You are not just an OWNER

You are not just a SPOUSE or MOTHER

You are “You Inc.”

© 2009 Jessica Faye Carter. All Rights Reserved.

How to Build You Inc.

Think of yourself as a bundle of goods and servicesDetermine your features and benefits, together

Make sure your packaging is attractive

Ask yourself - what do I want to be known for?

Build relationships/trust

Market yourself/gain visibility© 2009 Jessica Faye Carter. All Rights Reserved.

When Your Brand is in Trouble

© 2009 Jessica Faye Carter. All Rights Reserved.

Reinventing Your Brand

If your brand has taken a hit, here are some ways to re-invent yourself

Setup a focus group about You Inc.

Become an expert

Build new relationships

Make a change (industry, geographic, departmental)

© 2009 Jessica Faye Carter. All Rights Reserved.

Branding is Power

Taking charge of your brand allows you toEvaluate yourself realistically

Set goals and develop plans to reach them

Position yourself against the competition

Be more strategic in connecting with others

© 2009 Jessica Faye Carter. All Rights Reserved.

Q&A/Wrap-Up

© 2009 Jessica Faye Carter. All Rights Reserved.

Thank You.http://www.women-suite.com

© 2009 Jessica Faye Carter. All Rights Reserved.