Personal Branding

in Work and Life

@jackccrawford

All views are my own and not those of my employer

or any other organization or individual

Disclaimer

This presentation is for non-profit educational purposesAll media and trademarks are property of their respective owners

Our Path

Personal branding – what is it?

How am I currently perceived by prospective employers or customers?

How might I create and promote my personal brand?

What are the next steps on my path?

Personal Branding

“The Brand Called You,” Fast Company, August 1997

Tom Peters challenged us to state in 15 words or less:

“What is it that I dothat

makes me *different?”

* unique, memorable, valuable, useful, positive, credible, outstanding, in-demand

Great brands have …

Character and values

Authenticity and transparency

High quality track record

Enthusiasm and passion

Knowledge and experience

Something to offer for today’s need

Tide® is a registered trademark of Proctor & Gamble

Consistent dress code?Is that enough?

Fair use images from various sources

It’s really about personal relationships

We all “know” more than one other person – but, how many people do we know well?

Keith Ferrazzi, author of “Never Eat Alone” and “Who’s Got Your Back” describes “mind-sets” to develop close relationships

Generosity, vulnerability, candor and accountability

He advises us to gain a team of trusted advisors for guidance and “help to hold us accountable to achieving our goals”

www.RelationshipMastersAcademy.com

Ferrazzi’s “Mind-Sets”

Generosity

“Pay it forward” – commit to helping others

Ferrazzi calls this a “safe place to create relationships”

Vulnerability

Let your guard down

“Feerless friendship”

Take risks

Candor

Freedom to be honest with those you confide in

Share your dreams

Accountability

Follow through on your promises to others

Be open to critique and challenge

Who’s got your back, by Keith Ferrazzi, 2009, Broadway Books. ISBN 978-0-385-52133-8

by prospective employers or clients?How am I perceived …

What do prospective employers think about me?

Limited personal branding

An incorrect assessment

Stacks of resumes limit the review time

Rushed assessment of what you can do for them

First glance is what they THINK they will get

Effective, targeted personal brand

You directly influence what they perceive

You may not be what everyone is seeking

BUT, someone is seeking what YOU have to offer

An effective brand will get you noticed by the right person at the right time

This may be shocking …

Résumés are woefully ineffective in getting you in the door

You have to get noticed before you deliver your résumé

HOW?Change your strategy, then change your tools

Tip: Internet social networking tools

Be yourself. Be different.

Branding:Knowing

whoyou are

&sharing thatwith others

“I’m a PC, I’m a Mac.” advertisement, Apple Computer, Inc., 2009.“Think different.” is a slogan of Apple Computer

How can I create and promote it?My personal brand

Bring your personal brand to a broader audienceIt’s almost always free and definitely easy

Standardize, socialize and supersize

2012 – Social networks are

growing exponentially

Since Tom Peters’ article in 1997, the world has adopted social networking as a given;

Personal branding using internet tools is taking hold

Think of your friends and colleagues:

how many do you know that have a social footprint?

You can expand your job search and networking reach with a few key communities:

Extend your reach and influence with:

meetup.comOne of the BEST resources to network in your community

All interests you could imagine – where people meet and greet

on our path

Next steps

You and your brand

Take the time to write down some things

What do I like to do? (personal passion, interests)

What am I good at? (hobby, profession, skill)

Who are my top five relationships? How close am I to each of them?

What do I have to offer others?

Then, think about them. And then, start to brand yourself

Quickstart!

Image

Get a professional headshot

Optional: avatar, informal picture

Story

Create 2-3 slogans/statements

Draft a two sentence bio

Presence

Create Google+, LinkedIn, Foursquare and Quora accounts (if you don’t have them already)

Start (slowly) sharing your interests, stories, life moments, advice, etc.

RésuméGo online!

A few final tips for jobseekers

Contract work is good – look for it

Gets your foot in the door

It’s an opportunity to:

meet more contacts

hear about more jobs

expand your reach

Prepare for the unforeseen opportunity

Have your branding ready online & off

Print your personal business card – VISTAPRINT has changed the game

http://about.me/jackccrawford

Thank you!