S T U D E N T A N D A L U M N I W E B I N A R S E R I E S J U L Y 2 6 , 2 0 1 3

B R I A N W A L K E R C 9 6

Branding: How to Set Your Personal Brand Apart

Meet Brian

Fun Fact

C96 BA in Political Science – Never took a marketing or communications class in my life… …yet founded one of the fastest growing brand start-ups in Chicago over last 3 years and have advised F500 on branding over last decade So there is always opportunity to reinvent and refine yourself.

Today’s Goal

Have you walk away from webcast with insight on consumer brands

and how they can apply to your own personal brand for

individual or professional growth.

Feel free to submit questions throughout webcast.

Branding 101

People often think a brand is a company… …Those companies often think their brand is a logo, product or service…

…but a brand is SO much more!

What Makes a Brand?

Experience

Personality

Emotion

Authenticity

Relevancy

People

Brand

Brand Experience

¡  4x customer over 12 years

¡  Referred 3 friends and family resulting in another 4

moves over 10 years

¡  June 25, 2012

Influence of Empowered Consumer

Why is this important today? Companies can’t control

external brand forces.

Why does this matter to your personal brand?

Good Brands Today

Experience, Authentic and Relevant

Personal Branding

The same attributes that make a consumer brand is what defines a personal brand.

Authentic, Relevant, Emotional, Experience, etc.

Personal Brand Clutter

Much like consumer brands, personal brands also face many of the same challenges and pitfalls as well. One of the biggest is brand clutter – overcoming this is critical for individuals looking to forge a new career path, find a job or seek their next promotion.

Lessons Learned from Consumer Brands

It’s not what you do – its why you do what you do. That creates an emotional connection with others and your personal brand.

Personal Brand Message

BE YOURSELF

(Yes, its easier said than done, but trust me on this)

Lessons Learned from Consumer Brands

Storytelling - What’s your personal brand story?

Lessons Learned from Consumer Brands

Authenticity & Consistency is Everything

...fuels word of mouth …reputation

…loyalty

Think about your own personal relationships.

Ask yourself are you different when positioning your personal brand professionally?

Personal Brand Message

“Results-driven marketing executive with cross-functional experience and proven ability of brand

success over last decade”

Remember that emotional connection?

“Founder & CEO, Philanthropist, Brand Builder, Market Disruptor, Hate to Fly, Love Old Fashions,

G Wagon Obsessed, City Brat, Hawks Fan and Cupcake Junkie”

Who would you rather have lunch with?

Personal Brand Message

Why + How + What = Personal Brand Sweet Spot Brand Exercise Example

Personal Brand Connections

Ways to boost relationships and career opportunities � Above and Below the Radar � Quality over Quantity � Being Timely �  Less is More � Being Relevant

Conclusion

Remember that goal?

I hope you are all walking away with fresh insight

you can apply to your personal or professional growth.

Recommended Resources

How Great Leaders Inspire Action – Simon Sinek, TEDhttp://www.ted.com/talks/

simon_sinek_how_great_leaders_inspire_action.html

Questions & Answers

?????

Conclusion & Contact

Next BU Alumni Webcast Alumni Office http://www.ben.edu/alumni-friends/index.cfm Brian Walker brian@aegroupchicago.com http://www.linkedin.com/BrianWalkerCHI http://www.twitter.com/BrianWalkerCHI http://www.aegroupchicago.com http://www.facebook.com/AEGroupChicago http://www.twitter.com/AEGroupChicago