Transcript Document

Personal Branding Workshop
Becky Livingston • President & CEO
Penheel Marketing • March 2013
© 2013 Penheel Marketing
Who am I?
 Social media advocate, author, trainer, speaker, and practitioner
 Big dog lover
 Small business consultant
 Daily user of LinkedIn, Facebook, Twitter, G+, Pinterest, & Hootsuite
 Marketing pro and Tech enthusiast
Who are you?
 Your name.
 What you do, or would like to do.
 What do you want to learn tonight?
Agenda
 Personal Branding
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What is it?
 Why it’s important.
 How do you use it?
 Creating it.
 Additional Aspects
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Taglines
 Personality
 Image/Logo
 Bringing It All Together – The How
You’ll receive:
Job Aids
Workbook
Tip Sheets
Resources
Know my brand?
Know my brand?
Know my brand?
Personal Branding
What is personal branding?
 Powerful, clear, positive idea that comes to mind when people think
of you.
 It’s what you stand for – values, abilities, and actions.
 A broadcast message about your character and performance.
 Tells your audience 3 things:

Who you are.
 What you do.
 What makes you different; or how you create value for others.
Why it’s important.
 More of the right kind of clients.
 Enhanced prestige
 Increased earning potential.
 Added perceived value
 Consistent flow of business.
 Greater recognition
 Draws beneficial people.
 Association with a trend
 “Top-of-Mind” status
 Increased credibility
 Leadership role
How do you use it?
 To introduce yourself verbally, visually, and in writing.
 To create an aura about what you do and how you do it.
 To demonstrate to others about your beliefs, values, and
abilities.
 To change/clarify/create perceptions.
 To influence.
3-30-3-30
Creating It
3 Simple Strategies
Know why
1.
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Why do you do what you do?
Why you do it the way you do it?
Why do you get up in the morning?
2.
Own the differences; unique selling proposition (USP)
3.
Find your people
Brand Statements
 1-2 sentences
 Value + Audience + Unique Selling Point (USP)
 Memorable, punchy, solution oriented
 It’s not:
 Job title
 Personal mission statement
 Career objectives
 Life purpose
Examples
“I help businesses and individuals build and promote lasting
brands.” Ryan Rancatore
“I help people to clear their head trash and find their mojo.
Once they find their mojo, I help them to set it on fire!” Alexia
Leachman
“I am a social media trainer and consultant, specializing in
LinkedIn, branding, and recruitment.” Jorgen Sundberg
Our Brand Statement
We create social and digital marketing opportunities to help
business owners increase their ROI, brand exposure, and
more so they are free to
pursue what they love.
Activity 1
Additional Personal Brand
Aspects
Tagline
 Think of it like a signature.
 It should be sticky, meaning stating it unexpectedly so it’s
memorable.
Marketing pro with an eye for
design.
– Becky Livingston
I help people to transform their
businesses, their careers, and
their lives. – John Purkiss
“I’m Robin Fisher Roffer… I reinvent
brands and reignite professionals.”
I help people to clear their head
trash and find their mojo. And,
once they’ve found their mojo I
help them to set it on fire!
– Alexia Leachman
Taglines – Where to place them.
 Website homepage
 All social media profiles
 Business cards
Think outside the bun.
~ Taco Bell
 Giveaways
 Email signatures
 Newsletters / Collateral
Your dog’s #2 is our #1.
~ Pooper scooper business
This lets the target audience know what you can do for them without
taking the 30-second ride up the proverbial elevator.
Personality
 A business with a personality is more personal because
people have relationships with personalities not objects.
 Start by describing your personality as someone else would
describe you.
 It’s like your brand’s flavor.
 Adjectives!
 What’s your brand personality?
M&M is a registered trademark of Mars, Inc.
Imagery / Logo
 Words – Business name and tag line
 Icon – picture, symbol, or image
 Color – the primary and secondary color

Tip: Colors have meaning. Choose them
carefully.
 Tip: Search “psychology of color” before
making your final color choice to ensure the
colors align with the feeling you want to
create.
Color Meaning
Red = power, passion, excitement, energy, courage
Green = money, envy, environment, earth, youthfulness
Blue = trust, integrity, communication, serene, calming
Purple = luxury, decadence, whimsy
Black = luxury, glamour, sophistication, death, emptiness
Yellow = fun, friendly, happiness
Orange = fun, playful, social, physical comfort, warmth
Pink = feminine, love, nurturing, caring, sweet
Brown = warmth, safety, reliability, dependability, earth
Activity 2
The How
Be Consistent
 Determine who you are as a professional with
core strengths, skills, and experience.
Your audience should know
exactly what you bring to the table
and what they’re getting by
working with you.
Know Your Value
 What is your worth based on your
accomplishments, experience, expertise…
 Know what others in your industry are
getting paid.
Recognize Your Niche
 Sphere of influence
 Target audience
 How do they communicate
Communication
 Select the appropriate mediums
 Doing everything everywhere = little return
 How does your audience get its
information?
 Online/offline
Using Social Media - Facebook
 Keep personal and professional content separate
 Timeline cover photo
 Current employer / or what you’re working on
 Your websites
 Status updates
 Consider a company page versus a personal page
Using Social Media – Twitter Tips
 Profile photo should be of you.
 Bio: make use of all 160 characters (bio is longer than a post).
 Include keywords and use hashtags, e.g., President & CEO
@Penheel. #SocialMediaAdvocate #MarketingPro and
#DogLover
 Include a general location, e.g., NYC area
 URL to websites, blogs, portfolio, video channel, LinkedIn
profile, etc.
 Imagery: Use the background image to share something
about yourself.
Using Social Media - Blog
 Build credibility with potential clients & customers
 Demonstrates expertise/knowledge
 Prompts conversations, especially at networking events
 Gives your brand a “face”
Using Social Media - LinkedIn
 Photo
 Post the branding statement front and center in the
summary.
 Add skills and move that section to the top of the page
 Join groups and post in them.
 Respond to comments and like content.
 Post updates to your status bar several times a week.
Using Social Media - Video
 Add your custom URL to the description area
 Add overlays to all of your videos
 Prevent ads from showing on our video
 Check “always take subscribed users to the feed tab”
 Compelling profile
 Create “How To” videos
 Develop a unique, recognizable name, and tag line
Social Media - Newsletters
 Set goals
 Determine your audience
 Decide on frequency
 Choose a program
 Advertise to your target audience
 Develop content
 Gather content
 Send and listen to feedback
Personalized Newspaper Tools
• Paperli
• Freeli
• MyTweetMag
• Kweeper
The Social Resume
 1 in 6 job seekers credit social media with landing their current
job.
 A social resume = your online presence
 Growing in popularity

In 2011, 89% of employers used social media for recruiting
 In 2012, 92% .
 89% of recruiters have hired through LinkedIn; 25% via Facebook,
and 15% via Twitter.
Source: OnlineColleges.com
Source: OnlineColleges.com
Source: OnlineColleges.com
Activity 3
In closing…
Brand Checklist
 Mission
 Content Strategy
 Elevator Pitch
 Graphics
 Niche Market
 Brand Personality
 Competition
 Tagline
 Profiles (social and other)
Parting Words
Branding is about you.
A strong personal brand is not about how long you’ve been building it, but
how well you’ve been doing it.
Like a great pair of shoes, it must:
Make you feel powerful and happy
Fit
Feel good
Tell a story
Slide Download:
http://www.slideshare.net/bmliving
Connect with Penheel Marketing
@Penheel
Resources
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Your Personal Branding Strategy http://www.mattiasgronborg.com/your-personal-branding-strategy/
Building A Successful Personal Brand http://passivepanda.com/personal-brand
9 Basic Steps to Create a Personal Brand http://theultralinx.com/2012/05/9-basic-steps-create-personal-branding-strategy.html
Why Your Personal Branding Strategy Demands That You Publish http://www.mojo40.com/why-your-best-personal-brandingstrategy-demands-that-you-publish/
Personal Brand Strategy – 4 Steps for Professionals http://careersdonewrite.com/blog/personal-brand-strategy-4-steps-forprofessionals.html
Personal Branding Statements – Examples http://www.business2community.com/branding/personal-brand-statementexamples-and-templates-0126003
How to Write Your Personal Brand Statement http://jorgensundberg.net/how-write-your-personal-brand-statement/
50 Personal Brand Statement Examples http://jorgensundberg.net/personal-brand-statement-examples-and-templates/
Personal Brand 101: How to Discover and Create Your Brand http://mashable.com/2009/02/05/personal-branding-101/
Personal Branding Toolkit http://faculty-gsb.stanford.edu/aaker/pages/documents/PersonalBrandingToolkit.pdf
The Brand Called You: http://www.petermontoya.com/pdfs/tbcy-chapter1.pdf
Facebook Timeline covers: http://www.hongkiat.com/blog/creative-facebook-timeline-covers/