Stand Out at Work:Stand Out at Work:Branding Strategies for Branding Strategies for Business ProfessionalsBusiness Professionals
page 2page 2page 2page 2
Goals for Today
Understand the importance of branding yourself in the workplace
Learn how to stand out in a positive, authentic way
Increase visibility and enhance credibility
page 3page 3page 3page 3
Agenda
1. Definition of Personal Branding
2. What makes a Personal Brand strong
3. Four Elements of a Personal Brand
4. Stand Out Model
5. Improve Yourself and Your Behaviors
page 4page 4page 4page 4
“You can learn marketing in a day. It takes a lifetime
to master it.”
-- Prof. Philip Kotler-- Prof. Philip KotlerSelected as #4 major management
guru by Financial Times 2001
page 5page 5page 5page 5
“The attention economy is a star system … if there is nothing very special about your
work, you won’t get noticed, and that increasingly means you won’t get paid much
either.”
- Michael Goldhamer, Wired
Stand Out
page 6page 6page 6page 6
Think about…
• Your financial planner, lawyer, insurance agent,
• The person who sold you a car, computer, cut your hair,
• Your physician, doctor, • Real Estate Agent, Mortgage Agent, etc.• Your co-worker, manager, client
Would you recommend and refer him/her?
page 7page 7page 7page 7
Personal Branding Principles
• Is know for something that is relevant to their constituencies (Perception)
• Is credible and believable (Credibility)
• Consistently Performs (Consistency)
A person with a strong Personal Brand…
page 8page 8page 8page 8
What are You Known for?
The Ultimate Branding Question
page 9page 9page 9page 9
I think I am…
Driven, determined and goal-oriented
Confident
Smart
Humorous, funny
Others perceive me …
Impatient and stubborn
Arrogant
“know-it-all”
Sarcastic, cynical
It’s a matter of perception
page 10page 10page 10page 10
We judge ourselves by our intentions.
We judge others by their behaviors.
Personal Branding Challenge
page 11page 11page 11page 11
ASK
1. What do your colleagues think or say about you?
2. What do your co-workers find you do well or effective?
3. What reduces your impact? What can you do better?
page 12page 12page 12page 12
10% Visible______________
90 % Invisible
The Iceberg Model
Look, posture, dress
Behaviors
Communication (email, phone)
Intention, Motivation, Ideas
Background, Experience
Skills, Knowledge
Emotions
Fears, doubts
page 13page 13page 13page 13
1. Role
2. Expertise(What am I an
expert in?What are you really, really
good at?)
3. Traits, Style(How do I interact
with others?)
Elements of a Personal Brand
4. BrandPromise
page 14page 14page 14page 14
A Personal Brand is built on strength. “Every brand has at its core a substance that gives it a strength. You have to understand it before you can grow it.”
- Scott Bedbury, Author of The New Brand World
Focus on Your Strengths
page 15page 15page 15page 15
Communicate Brand Promise and Influence perception
Stand Out Model
Identify and capitalize on strengths and talents
Co
nfid
ence
Cred
ibility
Outside Perspective
Inside Perspective
Behaviors
page 16page 16page 16page 16
1. Know yourself, be authentic
2. Be visionary and strategic
3. Goal-orientated and focused
4. Be organized (and balanced)
5. Effective learning
6. Communication,empathetic listening
7. Speak, present,storytelling
8. Network, build alliances
9. Lead others
10.Perform
Top 10 Personal Branding Skills
page 17page 17page 17page 17
1. Get a powerful 1-page bio
2. Become a fabulous storyteller
3. Network and create alliances (follow up)
4. Write, handwritten, personal notes
5. Find opportunities to speak about your expertise
6. Volunteer with an organization to show your strengths/expertise (e.g. board position)
7. Get a mentor
8. Write articles
9. Join a mastermind / learning group
9 ways to enhance your visibility
page 18page 18page 18page 18
Method to Change Behaviors
1. Collect feedback from others about your strengths and areas for improvement.
2. Select a behavior that you want to improve that will have a positive impact in your life, personally and professionally.
3. Engage others and follow up
4. Measure behavioral progress
page 19page 19page 19page 19
Select a behavior that you want to improve that will have a positive impact in your life, personally and professionally.
The person asking for suggestions can only respond with Thank You. (no judgment allowed)
The person providing suggestions cannot talk about the past. Only future suggestions are allowed.
Exercise: Improve a Behavior
page 20page 20page 20page 20
““Great Brands are about Great Brands are about who we are – how we who we are – how we
communicate our communicate our essence, our character.”essence, our character.”
-- Tom Peters-- Tom Peters
page 21page 21page 21page 21
Summary
1. Personal branding takes time. It’s a life-long project.
2. Our brand is the perception that others have of us which is based on our behavior, what we do and how we interact with others.
3. The soft stuff is the hard stuff.
page 22page 22page 22page 22
You Stand Out! You Stand Out!
Go and Show Go and Show the World!the World!
Simon Says:Simon Says: