Developing Your Personal Brand A Professional Development Primer

Transcription

1 Developing Your Personal Brand A Professional Development Primer Monday, November 18, :00 12:30 Guy Mallabone, MA, CFRE guy.mallabone@globalphilanthropic.com

2 Session Description This session will explore building a personal brand, including exploring the reasons for why building a personal brand is important to building a career; how to discover and craft your brand; how to connect your brand; and how to manage and monitor your brand.

3 Brand Definition Brand is the name, term, design, symbol, or any other feature that identifies something as distinct from those of another. Branding was originally adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising.

4 Personal Brand Definition Personal brand is the process by which individuals differentiate themselves and stand out from a crowd by identifying and articulating their unique value proposition, whether professional or personal, and then leveraging it across platforms with a consistent message and image to achieve a specific goal.

5 Purpose of the Personal Brand By creating a personal brand, individuals can enhance their recognition as experts in their field, establish reputation and credibility, advance their careers, and build self-confidence.

6

7

8 Personal Brand vs Self Promotion Personal branding is a leadership requirement - the total experience of someone having a relationship with who you are and what you represent as an individual; as a leader. Self promotion only serves to showcase your achievements and successes. Through personal branding, everyday you aim to deliver to a standard or expectation that you have set-forth for both yourself and those whom you serve. Self promotion focuses only on self, whereas personal branding is a commitment to advancing self, by serving others Those who have defined and live their personal brand will more naturally demonstrate executive presence and as such may find themselves advancing more quickly in their career

9 Personal Brand and Your Career 1. When you proactively define and communicate your brand, you re in control of it. 2. Crafting your personal brand helps you figure out what makes you unique (and therefore valuable). 3. A personal brand helps you appear more consistent and avoid raising any red flags with recruiters. 4. When you have a personal brand, you can more easily make decisions during your career. 5. A personal brand can even out the troughs between employment by being the one thing that doesn t change about you.

10 Personal Branding Process A personal branding process creates a strong, consistent, and specific association between the individual and the perceived value they offer. Personal branding typically begins with establishing an inventory of core competencies, expertise, demonstrated abilities, and existing level of recognition. Questions to be answered revolve around who needs to know about you, what needs are you bestpositioned to fill, and what differentiates you from others in your field or space?

11 Personal Branding Process

12 Step #1: Discovering Your Brand This is the stage of self-discovery. Here is where we learn more about yourself. You should be asking yourself some of these questions: Who am I? What makes me unique? What are my strengths? What resources can I draw on? How can I turn these strengths into opportunities? What are my weaknesses? What can I improve? What threats do these weaknesses expose me to? What do people think about me? How am I perceived by others? Whom am I talking to? What am I trying to tell them? What is my mission statement? What is my brand promise? What is my plan?

13 Characteristics to Help Discover Your Brand Values: These are core principles that give meaning to your life a set of standards that determine your attitudes, choices, and actions. Interests/passions: The things that intrigue and motivate you determine how you want to spend your time. Mission: An expression that clarifies what you are all about and what you want to do in life. Vision: Your ideal version of how you will use your mission. Goals: Getting specific about what you want to achieve greatly increases your chances of success. Freak factor: A unique quality that makes you different and unusual. Personality attributes: The face that you show to the world. Education and work experience: These attributes are easy to identify because they re based on fact. 360º feedback: The people who know you best can provide key information about your character. Target market positioning statement: This tool identifies how your brand will be positioned in your target market. It puts into words what makes your brand important and unique so that the people who need to know about you can clearly understand what you represent.

14 Personal S.W.O.T.

15 My Personal Brand S.W.O.T.

16 Personal Development Plan A personal development plan is a structured process done by an a person to reflect upon their own achievement, learning, performance, as well as to plan for their personal, educational and career development in the future.

17 My Personal Development Plan (Sample) Skill Current Proficiency Target Proficiency Development Opportunity Criteria for Judging Success Time Scale Priority No. 1 Presentation Skills Competent enough, but nervous. Not professional standard. Confident presenter in front of small to medium sized groups. Apply to present at the local AFP Chapter meeting. Achieve at least a 70% rating from attendees. By end of June 2014 Priority No. 2 Written Skills Content ok, but lack flair in presenting my critical thinking. Good content writing and satisfactory critical writing. Undertake to develop an annual fund case by attending two workshops on writing and case preparation. Supervisor s satisfaction with the case document; my level of confidence as a writer. By end of December 2013 Priority No. 3 Leadership Skills Lacking in confidence; not good in delegating and monitoring. Confident leader who can delegate. Volunteer to lead annual Christmas event. Group s satisfaction with my leadership; my level of confidence. By end of February 2014 Priority No. 4 Gift Solicitation Skills Lacking in confidence; not enough opportunities to test skills. Confident gift solicitor. Set goal to engage in two (2) face-to-face major gift solicitations each month through the fiscal year 13/14. Peer and Supervisor s satisfaction with my solicitation activity. By the end of March 2014.

18 My Personal Development Plan (Sample) Skill Current Proficiency Target Proficiency Development Opportunity Criteria for Judging Success Time Scale Priority No. 1 Presentation Skills Competent enough, but nervous. Not professional standard. Confident presenter in front of small to medium sized groups. Apply to present at the local AFP Chapter meeting. Achieve at least a 70% rating from attendees. By end of June 2014 Priority No. 2 Written Skills Content ok, but lack flair in presenting my critical thinking. Good content writing and satisfactory critical writing. Undertake to develop an annual fund case by attending two workshops on writing and case preparation. Supervisor s satisfaction with the case document; my level of confidence as a writer. By end of December 2013 Priority No. 3 Leadership Skills Lacking in confidence; not good in delegating and monitoring. Confident leader who can delegate. Volunteer to lead annual Christmas event. Group s satisfaction with my leadership; my level of confidence. By end of February 2014 Priority No. 4 Gift Solicitation Skills Lacking in confidence; not enough opportunities to test skills. Confident gift solicitor. Set goal to engage in two (2) face-to-face major gift solicitations each month through the fiscal year 13/14. Peer and Supervisor s satisfaction with my solicitation activity. By the end of March 2014.

19 My Personal Development Plan (Sample) Skill Current Proficiency Target Proficiency Development Opportunity Criteria for Judging Success Time Scale Priority No. 1 Presentation Skills Competent enough, but nervous. Not professional standard. Confident presenter in front of small to medium sized groups. Apply to present at the local AFP Chapter meeting. Achieve at least a 70% rating from attendees. By end of June 2014 Priority No. 2 Written Skills Content ok, but lack flair in presenting my critical thinking. Good content writing and satisfactory critical writing. Undertake to develop an annual fund case by attending two workshops on writing and case preparation. Supervisor s satisfaction with the case document; my level of confidence as a writer. By end of December 2013 Priority No. 3 Leadership Skills Lacking in confidence; not good in delegating and monitoring. Confident leader who can delegate. Volunteer to lead annual Christmas event. Group s satisfaction with my leadership; my level of confidence. By end of February 2014 Priority No. 4 Gift Solicitation Skills Lacking in confidence; not enough opportunities to test skills. Confident gift solicitor. Set goal to engage in two (2) face-to-face major gift solicitations each month through the fiscal year 13/14. Peer and Supervisor s satisfaction with my solicitation activity. By the end of March 2014.

20 My Personal Development Plan (Sample) Skill Current Proficiency Target Proficiency Development Opportunity Criteria for Judging Success Time Scale Priority No. 1 Presentation Skills Competent enough, but nervous. Not professional standard. Confident presenter in front of small to medium sized groups. Apply to present at the local AFP Chapter meeting. Achieve at least a 70% rating from attendees. By end of June 2014 Priority No. 2 Written Skills Content ok, but lack flair in presenting my critical thinking. Good content writing and satisfactory critical writing. Undertake to develop an annual fund case by attending two workshops on writing and case preparation. Supervisor s satisfaction with the case document; my level of confidence as a writer. By end of December 2013 Priority No. 3 Leadership Skills Lacking in confidence; not good in delegating and monitoring. Confident leader who can delegate. Volunteer to lead annual Christmas event. Group s satisfaction with my leadership; my level of confidence. By end of February 2014 Priority No. 4 Gift Solicitation Skills Lacking in confidence; not enough opportunities to test skills. Confident gift solicitor. Set goal to engage in two (2) face-to-face major gift solicitations each month through the fiscal year 13/14. Peer and Supervisor s satisfaction with my solicitation activity. By the end of March 2014.

21 My Personal Brand Development Plan

22 My Personal Development Plan (YOURS) Skill Current Proficiency Target Proficiency Development Opportunity Criteria for Judging Success Time Scale

23 Step #2: Crafting Your Brand After discovering your brand, you need to see how to best package it. Here are some things you can think about: What is my personal slogan? How should my avatar look like? What tone should I use to reflect what I intend to deliver? What color is my brand?

24 Crafting through Self Packaging Self Packaging happens in many ways and many places. It is exemplified in details like attire, business cards, speaking style and more. Every time you post something online, go to work, or make a professional appearance at a conference, how you present yourself has an impact on your personal brand.

25 Self Packaging vs Self Presentation Self-packaging is the shell of who you are in general. Self-presentation is about taking that essence of what sets you apart from the crowd and figuring out how to convey it every step along the way. When you think about what to wear as part of your personal brand, present your essence. When you think about how to design your business card, your blog, or your social media profiles, think about how to present what you are about.

26 Self Presentation through the Personal Marketing Toolkit Resume Accomplishments Library 30-Second Commercial Personal Biography Profile Resume Curriculum Vitae Cover Letters Personal Stationery White Papers Personal Website Telephone Tools Organizational Connections Networking Skills

27 Your Personal Brand Marketing Toolkit

28 Step #3: Connecting Your Brand At this stage, your brand is ready to go out and play. Consider the following questions: What are the best platforms to communicate my brand? Where is my audience located and how can I reach them? What tools should I use to deliver my brand promise?

29 Defining Success Success with your Personal Brand = Great Content (Packaging) + Strong Connections

30 Personal Brand Promise Your personal brand promise is a statement of what your target audience expects you can deliver. Your unique promise of value is the promise you make to your target market that your brand will fulfill. It clarifies and communicates what makes you special. You must be able to live up to this promise.

31 Meeting Your Brand Promise through the Personal Brand Statement We aim to live up to our Personal Brand Promise by writing a personal brand statement. Envision your best self when crafting your brand statement

32 My Personal Brand Statement

33 Creating Your Personal Brand Statement To begin your thought process on what your brand statement might include, answer the following questions: What three or four key words describe your essential qualities quickly and clearly? What is your essence factor, the core of who you are? I know I am in my element when. What is your authority factor, the knowledge that you hold and skills that you possess? People recognize my expertise in. What is your superstar factor, the qualities that set you apart? (This factor is how you get things done or what you are known for.) People comment on my ability to.

34 Personal Brand Statement Template To help you get started writing your statement, use this fill-in-the-blanks template. Don t be constrained by this language; simply use it as a starting point. I use my and for. Known for, I. Using (key trait), I, by providing. Through my, I, when I serve.

35 Step #4: Managing Your Personal Brand Now that your personal brand has been created, you need to make sure it is well taken care of. Some questions you might want to consider are: What tools can I use to monitor my brand conversation? Who is talking about my brand? And how can I connect with them? What are they saying? How can I tackle certain opportunities? How should I react to negative feedback about my brand?

36 Managing Your Personal Brand 1. brandyourself.com This website is a great way to manage and take ownership of your search results. This tool makes sure search engines like Google and Bing find the real you. 2. about.me This website helps you create a personal homepage that is a central place for all your websites like LinkedIn, Twitter, Facebook, Google+, Instagram and a blog. This tool can help improve your presence on the Web, and help others quickly learn who you are and what you share online. 3. socialmention.com This tool sends alerts based on your keywords. It analyzes when someone mentions you and how important those mentions are. In other words, it is social media search engine. It searches user generated content like blogs, bookmarks, comments and videos.

37 Managing Your Personal Brand 4. whostalkin.com This tool is similar to Social Mention in that it alerts you of your mentions. It helps you search for conversations you care about the most. 5. namechk.com Do you want to know if your name is available on a social network? This tool helps you discover if your name is available on a social network, and help ensure that others don t steal your name on other networks. 6. hootsuite.com This tool helps you manage and measure your social media presence on one simple dashboard. You can manage multiple social media profiles, schedule messages and tweets, track mentions of your name and analyze social media trends.

38 Managing Your Personal Brand 7. google.com/alerts These alerts are still a must to search for the keywords you want to know about, such as your name or nickname. It also helps you stay up-to-date on keywords you are interested in, like public relations, content marketing, brand journalism or social media. 8. google.com/settings/me This tool notifies you when your personal data, such as an address or phone number gets published online. It helps you stay up-to-date on what information people publish about you and whether you need to take action. 9. yasni.com This tool can help you search for a phone number, address, profession or location of any person. The tool provides news and links about any individual.

39 Managing Your Personal Brand 10. naymz.com/ This tool measures and manages your social media reputation. It gives you a score based on how people find you. You can calculate your social media influence.

40 Monitoring Your Personal Brand 1. Listen to how people introduce you. This simple exercise will give you insight into what people are really thinking about you, what they ve derived you do. What s worse is when they don t even know what to say so they hand the introduction off to you. Then, you know that your brand is so muddled they cannot even speak it. 2. Set up Google Alerts and Tweet Beeps. Know what s being said about you in written format, in blogs, on Twitter, on comments and posts. 3. Ask three of your best contacts what they feel you bring to the table. And, listen to what they say. Don t fill in the blanks for them. Steer clear of trying to fill the silence with possibilities or ideas.

41 Monitoring Your Personal Brand 4. Ask someone close to you if they could change one thing about you, for the better, what would that be? The key here it to stay silent. If you talk, you lose. This answer will reveal much about who you are and the areas in your brand that need work. 5. Use Tweet Stats. To know how well you engage others and know if you re contributing to the conversation as opposed to just blasting out information. ( 6. Ask for feedback. Not just when you have something to sell or renew just to let them know they re valued and their thoughts and opinions matter.

42 Monitoring Your Personal Brand 7. Set up your own personal brand listening site. Any of the following sites invaluable to listening to what s being said virtually. A great way to monitor your own personal brand to keep on the pulse of what s being said about them. Netvibes.com search.twitter.com Backtweets.com Boardreader.com Omgili.com Blogsearch.google.com

43 Summary Create a personal brand Know the difference between Personal Brand and Self Promotion Engage proactively in discovering, crafting, connecting and managing your personal brand

44 Personal Brand Book List The top 7 personal branding books on my shelf: 1. Me 2.0: Build a Powerful Brand to Achieve Career Success by Dan Schawbel 2. Career Distinction: Stand Out by Building Your Brand by William Arruda & Kirsten Dixson 3. Be Your Own Brand: A Breakthrough Formula for Standing Out from the Crowd by David McNally & Karl D Speak 4. The Brand You 50: Transform Yourself from an Employee into a Brand That Shouts Distinction, Commitment, and Passion! by Tom Peters 5. U R a Brand! How Smart People Brand Themselves for Business Success by Catherine Kaputa 6. The Brand Called You: Create a Personal Brand That Wins Attention and Grows Your Business by Peter Montoya & Tim Vandehey 7. The Brand YU Life: Re-thinking who you are through personal brand management by Hajj E. Flemings

45