VET – to – VET Presentation Outline Wednesday, November 2, 2016 Title: A Veteran’s Brand Value in the Civilian World Theme: Personal Brand Development for Veteran Entrepreneurs Emotion: Motivation, Encouragement, Pride in Service

1. Title Page

2. Introduction i. Tom’s background

ii. Gramercy Communications overview iii. Troy Innovation Garage overview

3. Veterans in our Society: Public Support

i. Gramercy, Siena Poll 1. Conducted in 2014 2. Surveyed nearly 900 people for survey

ii. 72% strongly support using tax money to support Veteran job training

iii. 49% strongly support tax credits or discounted financing iv. Roper Poll found 89% of public wants VA benefits expanded

1. Both surveys highlight overwhelming support Military, Veterans have in today’s society

2. Gallup Poll also found Military is the most trusted institution in the U.S.

a. 73% have confidence in military

4. Veterans in our Society: The Public’s Understanding i. Veterans are held in high regard by the public

ii. Civilians feel indebted to Veterans for service iii. Civilians don’t fully understand your Strengths and Struggles

1. We haven’t spent a day in your boots iv. Creating a personal brand will help you tell your story

1. Good opportunity to talk about Marine Vet you gave advice to who used his service history to land job

5. Veteran Partnerships: Benefits

i. Businesses jump at the chance to work with veterans ii. Businesses will promote hiring or working with veterans

1. AT&T, General Motors, Charles Swab, Southwest, etc. iii. Working with Veterans promotes good will in community iv. Veterans are considered dedicated, mission-focused workers

6. Veteran Partnerships: VBOC and Arsenal Partnership i. Arsenal’s new designation as Veteran Business Outreach

Center for New York and New Jersey ii. Helps veterans and their spouses develop and grow business

iii. Provides things like – 1. Targeted Business Training 2. Counseling and mentoring 3. Goal is help develop successful business model

iv. VBOC and Arsenal Partnership have network of professional partners available to help

7. What is a Personal Brand? i. Personal branding is the ongoing process of establishing a

consistent, prescribed image in the minds of others about person, group or organization

ii. Personal brands are – 1. Defined by how you present yourself online and offline 2. Help to build business, but still centered around person 3. Help you stand out in spheres of influence

a. Possible place for Tom to talk about own personal brand, ie. Message points

8. Why Having a Personal Brand Matters a. According to Entrepreneur Magazine

i. Brand messages get 561% more reach when shared on an individual’s social media page instead of a company’s page

1. Personal pages generally have 10 times more followers than company pages

ii. Leads developed on personal social media page is seven times more likely to convert compared to any other lead

1. Possible personal example of this? iii. 65% internet users consider online searches most trusted

source of information on person or business iv. 53% of decision makers have stopped considering potential

vendors based on an online search 1. Data points out that business success depends on a

strong online presence

9. Why Having a Personal Brand Matters a. According to Nielson Consumer Survey –

i. 33% of consumers trust message from brand ii. 90% trust message from individual they know

1. Demonstrates power of personal connections, trust iii. People hire start-ups because of who YOU are iv. More likely to give veterans a chance

10. How to Define Your Personal Brand a. Ask the right questions:

i. How do you want to be seen by customers? ii. Certain subject matter you want to be known as expert in?

iii. General qualities you want linked with name? iv. Strong brands you want to associate name with?

11. Auditing Your Online Presence

a. You must understand current perception in order to mold it i. Conduct search engine audit

ii. Set up news alerts for your name, competition iii. Scrub social media channels, delete anything unwanted iv. Make sure your message is consistent

1. By managing and monitoring message, you can be proactive about your image, quickly respond to negative perceptions

12. Distinguishing Your Personal Brand a. All of it matters, everything ties back into your personal brand

i. Create narrative; Define your story ii. Be authentic, considered key in digital age

iii. Narrative helps unite different areas of interest in theme iv. Brands should evolve with you

13. Actions Define Personal Brand

i. Everything you do will affect your business ii. Good will in community can lead to more opportunities

iii. Strong Moral Compass critical for business 1. Possible personal story?

iv. It’s not bragging: if you do something good, tell your followers

14. Case Study: Simon Sinek (sih-NECK, rhymes with “cynic”) a. 43 years old, born in London

i. Author, speaker, consultant 1. Focuses on leadership and management 2. Sells books, has blog, gives motivational speeches 3. Advisor to RAND Corporation, helps military

innovation and planning ii. His Personal brand is what he is selling

1. Selling expertise, ideas, inspiration iii. Key messages

1. Unshakable Optimist 2. Learn Your Why

a. Referencing discovery course he gives that guides people to find their purpose

3. Wake Up Everyday Inspired

iv. Consistent, positive messaging through digital sites v. Uses creative illustrative pictures to demonstrate message

points 1. He’s always smiling in his photos, or in the middle of a

presentation and is very animated

15. The Effects of Effective Personal Branding i. Creates distinction between you and competitor

1. Good place to tie in previous stats about veteran support and how it can benefit

ii. Business growth iii. Establish you as a thought leader iv. Elevate your reputation

16. No Different than Breaking through the E-4 Wall

i. You’ve done this before ii. You’ve fought for promotions before

iii. You’ve already had success iv. Trust your instincts