Personal Branding Workshop: Effectively Market Yourself ... · 23.10.2019 · • Personal Brand...

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www.iasa.org/eLearning

Personal Branding Workshop: Effectively Market Yourself for Career Success

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OCTOBER 23, 2019 | 3:00 PM EDT

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Learning Objectives• Identify the factors that impact a personal brand, and how they

impact people in day-to-day life.• Recognize the steps in developing a schema for understanding

your current personal brand and an action plan for managing your brand in the future.

• Identify opportunities for leveraging your personal brand in your career development.

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1. Branding Defined2. Elements of a Brand3. Brand Attributes4. Branding and Corporate Value5. Personal Branding Defined6. Personal Branding – The Reality7. Personal Branding in Action8. Why does Personal Branding Matter?9. Authenticity in Branding10. Taking Control of Our Personal Brands11. Negative Brand Elements – The Flipside12. Brand Attributes – The Flipside13. Analyzing Your Personal Brand

14. Elements of a Personal Brand15. Physical Appearance is Tied to Brand16. Icons in Personal Branding17. Behaviors Matter18. You Can Take Control of Your Brand19. Evolution of a Brand20. Social Branding & Employers21. Elements of an Online Brand22. Your Profile & Your Online Brand23. Online, Tone is Everything24. Branding Mission Statement25. Concluding Thoughts

Overview of Topics

Key Terms & Definitions• Behavior – the way in which one acts or conducts oneself, especially toward others.• Brand Attribute – the set of unique characteristics that represent the physical, character, and personality traits of a brand in the market and in the minds of the customers.

• Brand Equity – the commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.

• Branding – the practice of differentiating a company or product by developing a unique name, logo, and/or package and by then tying them to a consistent, predictable customer experience.

• Communication Style – the way in which an individual interacts and exchanges information with others.• Mission Statement ‐ a formal summary of the aims and values of a company, organization, or individual.• Online Branding – a brand management technique that uses the World Wide Web as a medium for positioning a brand in the marketplace.

• Personal Brand Icon – an object or attribute that is indicative or representative of a particular person or some element of a personal brand attribute.

• Personal Branding – the process of creating and maintaining a consistent image or impression in the minds of others about an individual.

• Trust – assured reliance on the character, ability, strength, or truth of someone or something.

Today’s SpeakerDarin M Reffitt, President, Marketing Intelligents, LLC

Darin has over 20 years of marketing experience including roles at BNY Mellon, EIS Group, SPLICE Software, PNC, Sovereign Bank, and The Franklin Mint. He has been volunteering with IASA at the national level since 2012, and currently serves as VP-eLearning; he also serves as VP-Exhibits of IASA’s Mid-Atlantic Chapter. He obtained his Bachelor’s Degree from Ursinus College and his MBA in Marketing from St. Joseph’s University. He volunteers regularly with other organizations, reads voraciously, speaks occasionally on Customer Experience, InsurTech, Social Media, Networking, and Personal Branding; and golfs, albeit poorly.

What is Branding?

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Branding Defined

Branding is the practice of differentiating a company or product by developing a unique name, logo, and/or package and by then tying them to a consistent, predictable customer experience.

• Credibility• Trust• Value• Experience

Elements of a Brand

• Fast• Affordable• Fun• Consistent• “I’m lovin’ it”

Brand Attributes

• Original• Happiness• Community• Togetherness• “The Real Thing”

Brand Attributes

• Fun• Stylish• Affordable• Accessible

Brand Attributes

• Apple’s brand is valued at $214.5 billion• The next four most valuable brands are: Google – $155.5 billion Amazon – $100.8 billion Microsoft – $92.7 billion Coca Cola – $66.3 billion

• #9: Facebook – $45.2 billion• #57: Starbucks – $49.6 billion• #66: Netflix – $8.1 billion*Source: Interbrand, October, 2018

Branding and Corporate Value*

What is A Personal Brand?

• First coined by Tom Peters in Fast Company in 1997• Personal Branding is the process of creating and maintaining a

consistent image or impression in the minds of others about an individual.

Personal Branding Defined

Personal Branding – The Reality

You already HAVE a personal brand.

It’s what people hear about you before they meet you. It’s whatpeople say about youwhen you leave the room.

• I.T. Department• Reliable• Knowledgeable• Fast• Helpful

“Mr. Fix It”

Personal Branding in Action

• Marketing Department• Never responds to emails• Waits till the last minute to

respond to deadlines• Holds everything up

“TheBottleneck”

Personal Branding in Action

• Gregarious• Organized• Creative• Motivated• Humorous• Productive

My Personal Brand

In your career, your personal brand directly impacts: What projects you get assigned What promotions you receive Amount of face time you get with

senior management Degree of freedom and autonomy

you are allowed

Why Does Personal Branding Matter?

Exercise #1:

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Authenticity in Branding

Branding is NOT about faking behaviors or pretending to be something you’re not.

You cannot brand yourself on a lie.

Authenticity in Personal Branding

• Healthy• High-Quality• Classy

Brand Attributes

• Low Calorie• Healthy• Good for your teeth

Brand Attributes

• High-Fashion• Exclusive• High-Quality

Brand Attributes

• Serious• Quiet• Calm• Stoic• Introverted

Could I Own These?

Exercise #2:

Negative Brand Attributes – The Flipside

Branding is about TRUST –for good or for ill.Some brands have negatives that go with their positives… and that can’t always be helped.

• Greasy• Cheap• Unhealthy

Brand Attributes – The Flipside

• Old• Unhip• Unhealthy

• Frumpy• Cheap• Disposable• Trite

• Ambitious• Pushy• Cocky• Demanding• Sarcastic

My Personal Brand – The Flipside

Exercise #3:

Analyzing YourPersonal Brand

Physical Appearance

Areas of Knowledge

Communication Styles

How You Dress

Skills and Abilities

Behaviors

Elements of a Personal Brand:

Physical Appearance is tied to Brand

“Dress for Success”

Icons in Personal Branding

Communication Styles

• Word choices• Speed• Inflections• Use of Sarcasm• Confidence

Behaviors

• Passions• Habits• Trust

• Consistency• Expertise• Helpfulness

Behaviors Matter

• Ambitious• Pushy • Cocky • Demanding• Sarcastic

Taking Control of your Personal Brands

Assertive Confident

Exercise #4:

You Can Take Control of Your Brand

Evolution of a Brand

• Interrupting people• Being closed to other people’s

ideas• Not saying “please” or

“thank you” enough

Our Personal Brands – Poor Behaviors

Exercise #5

Social Branding

Social Branding & Employers

*Source: 2018 study from

70% of employers screen candidates on social media, and rising.

57% of those have found information on social media that factored into decisions to NOT hire a candidate.

48% check up on current employees on social meda.

Photographic Appearance

What You Post

How You Post

Secondary Imagery

Where You Post

Sites You Use

Elements of an Online Brand:

Your Profile & Your Online Brand:

How You Post

• Word choices• Logic• Humor• Use of sarcasm• Personal attacks

Elements of an Online Brand:

Online, Tone is Everything.

To be viewed as the “go-to” resource for marketing insights and deliverables at my firm; a knowledgeable, passionate, and fun-to-work-with team memberwho makes things happen andgets things done.

Branding Mission Statement

Exercise #6

Concluding Thoughts

Thank you for your attention during today’s presentation. For more information, please contact:

Contact Information

Darin M. ReffittPresidentMarketing Intelligents, LLCdarin.reffitt@me.com302.497.3839

And now, to our Q&A portion of today’s event.

Questions

IASA 2020

Personal Branding Workshop: Effectively Market Yourself ... · 23.10.2019 · • Personal Brand...

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