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© 2016 Chris Goward | @chrisgoward
BRAND ‘YOU’ Personal branding for
business and marketing students
Connect with me: @chrisgoward
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© 2016 Chris Goward | @chrisgoward
Why are you here?
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
I always need to hire someone when I have the least amount of time to do the hiring.
“ - Hiring Manager at a fast growing company
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© 2016 Chris Goward | @chrisgoward
How do employers decide who to hire?
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© 2016 Chris Goward | @chrisgoward
They buy your brand.
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© 2016 Chris Goward | @chrisgoward
We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called you.
“
- Tom Peters
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© 2016 Chris Goward | @chrisgoward
If you don’t create your brand with intention, you’ll create it by default.
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© 2016 Chris Goward | @chrisgoward
Why am I talking to you about this?
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© 2016 Chris Goward | @chrisgoward 1981
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
• Optimization strategy, test planning, UX, copywriting & A/B testing
• 25+ team based in Vancouver
• The optimization industry’s best process, experts and results
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© 2016 Chris Goward | @chrisgoward
A great culture makes a great brand!
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© 2016 Chris Goward | @chrisgoward
I wrote the highest rated book in the industry.
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© 2016 Chris Goward | @chrisgoward
I’ve spoken at over 300 events globally.
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© 2016 Chris Goward | @chrisgoward
A Lynda.com course with great reviews.
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© 2016 Chris Goward | @chrisgoward
And a Forty Under 40 Award.
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© 2016 Chris Goward | @chrisgoward
What is a brand?
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© 2016 Chris Goward | @chrisgoward
Hint: it’s not a logo.
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© 2016 Chris Goward | @chrisgoward
The logo represents a feeling.
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© 2016 Chris Goward | @chrisgoward
What feelings come to mind...
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
Do you think they’ve created their brand intentionally?
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© 2016 Chris Goward | @chrisgoward
“The goal of branding is to own the one feeling that motivates your prospects to act.” - Chris Goward
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© 2016 Chris Goward | @chrisgoward
The components: 1. Own a feeling. 2. Have exclusive ownership. 3. Compel action!
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© 2016 Chris Goward | @chrisgoward
What feeling does your personal brand own?
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© 2016 Chris Goward | @chrisgoward
Start with “Why?”
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© 2016 Chris Goward | @chrisgoward
What are your core values? What is your mission or purpose? What is your vision for your life? What is your personality?
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© 2016 Chris Goward | @chrisgoward
My mission: Listen, learn and lead by example.
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© 2016 Chris Goward | @chrisgoward
My vision: To be a strategic advisor and friend, attracting and supporting great people to become their best selves.
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© 2016 Chris Goward | @chrisgoward
My values: Authenticity: I seek the truth in everything Curiosity: I learn and try new ways always Experience: I make my moments meaningful Value: I will contribute my best self to the world Connections: I expand my relationship sphere
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© 2016 Chris Goward | @chrisgoward
What about you?
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© 2016 Chris Goward | @chrisgoward
Look inside. Then look outside.
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© 2016 Chris Goward | @chrisgoward
Understand your: - Target audience - Goals - Value proposition for them
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© 2016 Chris Goward | @chrisgoward
I always need to hire someone when I have the least amount of time to do the hiring.
“ - Hiring Manager at a fast growing company
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© 2016 Chris Goward | @chrisgoward
They’re satisficing.
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© 2016 Chris Goward | @chrisgoward
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2000 2013 Goldfish
Attention Span Shrinkage 12.0
8.0 9.0
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© 2016 Chris Goward | @chrisgoward
No one spends as much time thinking about you as you do.
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© 2016 Chris Goward | @chrisgoward
Where do they find your message?
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© 2016 Chris Goward | @chrisgoward
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© 2016 Chris Goward | @chrisgoward
Does what you’re about to post support your value proposition?
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© 2016 Chris Goward | @chrisgoward
One in five bosses has rejected a job applicant after checking out their profile on social media sites.
http://www.dailymail.co.uk/news/article-2115927/How-Facebook-cost-job-One-applicants-rejected-bosses-check-profiles-social-media-sites.html
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© 2016 Chris Goward | @chrisgoward
Fired.
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© 2016 Chris Goward | @chrisgoward
Reputation management is critical.
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© 2016 Chris Goward | @chrisgoward
They must understand your message loud and clear.
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© 2007-2016 WiderFunnel Marketing Inc.
TM LIFT Model
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© 2016 Chris Goward | @chrisgoward
Employers’
Desires
Your Features
Competitors’ Features
Your Points of Difference
(PODs) Your Points of Parity
(POPs)
Your Points of Irrelevance (POIs)
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© 2016 Chris Goward | @chrisgoward
First steps: 1. Discover your personal PODs 2. Create your messages 3. Control your media
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© 2016 Chris Goward | @chrisgoward
Questions?