Building your Personal Brand

January 4, 2018 | Author: Anonymous | Category: Arts & Humanities, Communications, Marketing
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Building your Personal Brand

Hacking your

Personal Brand out of the social media jungle BY CASEY MILLER Presented at 2014 Young Professionals Summit 10.2014

Building your Personal Brand

Who the heck am I anyway, and why should you care?

• • • • • • •

Ruggedly handsome Casey Miller 25 years in branding and advertising Past 15 years exclusively digital

Leadership Dallas Class of 2013 Neiman Marcus, Southwest Airlines, Diet Coke Agency side and corporate marketing side Rockfish Interactive

Building your Personal Brand

What’s in it for you

• •

• •

Get an accurate snapshot of your Personal Brand online Begin organizing and prioritizing your Personal Brand online

Use the worksheet to build your Personal Brand Pillars, Personal Brand Statement and Personal Elevator Pitch Create an informal publishing plan for when, where, and what you post to build your Personal Brand

Building your Personal Brand

A few ground rules

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No cell phones

No tablets No kidding Ask questions Use your safe word Relax! There will be handouts

Building your Personal Brand

Exactly what IS a Personal Brand, anyway? DIEING IS EASY LIVING IS HARD

Building your Personal Brand

It’s one big, weird mix

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Personal AND professional

Perceived AND factual Online AND in person Past AND present At its best: Accurate expression of personal and professional values, strengths, experience and goals

Travels with you

Building your Personal Brand

Pops didn’t need any fancy-pants “Personal Brand.” Why do I?

• • • • •

Passive assumption vs. active management Valuable toolkit Experience Reputation Growth

Building your Personal Brand

Like it or not, yours is already out there

Building your Personal Brand

Like it or not, yours is already out there

Building your Personal Brand

Social media: The ultimate frenemy

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No separation of personal and professional online

Posting removes privacy and ownership Expect it to live online: FOREVER Good news: Clean up and management tips, later

Building your Personal Brand

Pop quiz! QUICK: Who is your ultimate dream boss? Why do you want to work for him or her?

Building your Personal Brand

Let’s build you a kick-ass Personal Brand LEDGENDS LIVE ON

Building your Personal Brand

A great foundation in 1-2-3

• • • • •

Three valuable tools from the world of brand advertising Brand Pillars Brand Statement Elevator Pitch No worries: Handy worksheet for you

Building your Personal Brand

A great foundation in 1-2-3

Building your Personal Brand

STEP 1: Define your Brand Pillars

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No more than 6 guiding values/principles/ideas

Goal: Capture what guides your integrity and fuels your passion Big picture and long term: Travels with you Reality checker Touchstone for big decisions

Put some thought into it

Building your Personal Brand

STEP 1 example: My Brand Pillars

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Creativity

Innovation Equality Transparency Collaboration Humor

Building your Personal Brand

Pop quiz! QUICK: What’s your favorite brand? Describe it in 3 words

Building your Personal Brand

STEP 2: Write your Personal Brand Statement

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Think big! Goal: Define your hopes and goals for professional and personal growth

Mid range: Framework for 5 to 10 years Based on your Pillars

Aspirational and forward focused ONE paragraph only

Building your Personal Brand

STEP 2 example: Personal Brand Statement



“I want to use my entrepreneurial stamina and focused fashion experience to drive bottom line growth, inspire my employees to achieve more, and cultivate mutually profitable business relationships. I want to generate shared success built on respect, loyalty and collaboration. I want to lead at a company that invests in me by stimulating my creative thinking.”

Building your Personal Brand

Pop quiz! SHOW OF HANDS: Who has stalked a date or business acquaintance online before meeting? Be honest!

Building your Personal Brand

Now, for your Personal Elevator Pitch BELIEVE THE IMPOSSBILE

Building your Personal Brand

STEP 3: Write a Personal Elevator Pitch

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You have 30 seconds to convince [Dream Boss] to hire you Goal: Capture qualities, experience, skills and goals

Short term: Your next career step Framed by Pillars and Brand Statement

Evolves as your career does; update frequently 30-45 seconds MAXIMUM

Building your Personal Brand

STEP 3 example: Personal Elevator Pitch



“I’m Frank Jones and my passion is helping talented people find the right job, sooner, through personalized executive search. For nine years, I’ve managed my own firm and prepared thousands of executives for smarter job searches with coaching programs, recruiting events and online advice. For the past three years I’ve created, tested and implemented customized search plans based on learning styles, goals and personality traits.”

Building your Personal Brand

Pop quiz! QUICK: You just got laid off! What’s your Plan B?

Building your Personal Brand

Let’s talk online damage control NEVER IS AM AWEFULLY LONG TIME

Building your Personal Brand

Google yourself … vigorously

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Main search engines: Google, Yahoo, Bing

Review your most-used social channels What’s the collateral damage? Copy URLs; punch list of immediate fixes If it’s truly horrible, delete the account(s)

Building your Personal Brand

LinkedIn: Is yours dead or alive?

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Outdated and incomplete profiles: worse than useless Not the place to fudge facts Tons of networking resources: businesses, industry groups, leaders Excellent FREE job hunting

Building your Personal Brand

Lucky y’all: Another handy handout

Building your Personal Brand

Doing your homework

• • • • •

Online damage control

Fixing your Facebook Bringing your LinkedIn back to life Tips for privacy and security settings Then, the fun stuff

Building your Personal Brand

Growing your Personal Brand online I WOULD RATHER DIE STANDING THEN LIVE ON MY KNEES

Building your Personal Brand

Network and brand yourself online

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After damage control and maintenance COMMIT to 1-2 online channels PUBLISH twice a week; tips in handout CLOSE old or incomplete channels MAINTAIN an updated digital resume UPDATE your resume/experience once a quarter REVISIT your brand 1-2-3 once a year

Building your Personal Brand

Use your brand superpowers for good

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DON’T waste time or energy networking with jerks

ENDORSE frugally and wisely FIND groups where you can learn and grow FIND a cause and get involved, now PICK the brains of wise colleagues

Building your Personal Brand

Your ultimate goals

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A lively, engaging Personal Brand that supports your career goals An evolving, growing network you can contribute to and learn from

Rewarding contributions to the greater good

Building your Personal Brand

Let’s talk Q&A (pending time!)

BEATIFUL DISASTER

Building your Personal Brand

Download those handouts, y’all

• • •

PDFs on the YP website

Worksheet: Building yourself a kick-ass Personal Brand Tip sheet: Social media damage control, care and maintenance

Building your Personal Brand

Call me, y’all

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Happy to meet individually or with groups

Branding for start-ups and businesses I like breakfast and lunch; I LOVE happy hour [email protected] LinkedIn.com/in/caseymillergenius My business cards are awesome!

Building your Personal Brand

You’ve been a great audience! Well, most of you anyway.

THIS TO SHALL PASS

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