Growing your organization by personal brand management
June, 2012
Presented by
Linkedin.com/in/ChristianMoritz
AllianceInteractive.com
Contents • About me• Brand defined• Personal Branding
• Why its important to employers• Why its important to employees
• How to build a personal brand• Tools of the Trade• Case study: LinkedIn• My Personal brand• Connect With Me
Goal: How to develop and leverage your own personal brand for the good of yourself and your organization.
• 20 year growing sales, conversions, audiences & brand influence.• Leader in strategy, marketing, communications, branding, media, events, advertising, issue advocacy, PR & e-commerce. • Leader of a top D.C. digital media agency.• MBA & BA in Marketing. Author.
About Me
“A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.“--American Marketing Association
“The emotional connection between a buyer and seller.”--Christian Moritz
Brand Defined
We are all CEO's of our own companies: "Me Inc.“
Our most important job is to be CMO for our own brand.
We are all brands
=
If you aren’t positioning your personal brand others will de-position it for you.
Personal brands can define and grow an organizational brand
Personal branding can benefit nonprofit’s in two ways
A single charismatic leader….
Or a hive of buzzing engaged employees…
Why personal branding is important to employers
Strong personal brands add value to organizational brands!
1. Publicity & visibility2. Increased organizational credibility3. Build engagement levels4. Expands influence5. Aids “storytelling” of mission6. Human connection to the organization7. Halo effect (works both ways)
YOU are the unique sub-brand of your nonprofit’s brand identity
1. Your name is a brand – are you coffee or Starbucks?2. Networking and research keep the saw sharp3. Makes you a leader in your current organization 4. Lifetime employment no longer exists5. Personal branding is a passive job search6. External consulting opportunities ($$ & new ideas)7. Cost Effective8. Fun
Why personal branding is important to employees
1. Passion – pick subjects that you want to engage in at 6am and midnight
2. Purpose – have a defined, targeted objective 3. People – hyper connect & pay it forward4. Planning – personal editorial calendar and say
organized5. Perseverance – pivot your message or channel
approach to expand your voice
Five P’s of personal branding
Many free tools available - pick the ones that fit your style
Top tool for personal branding
• People are using LinkedIn to search for business providers, policy experts and nonprofit advocacy organizations .
• Optimizing your LinkedIn profile can get your profile listed on page one of Google. Get Noticed!
• Cheaper than spending thousands in online advertising or website SEO.
A complete profile combined with many connections, e.g. at least 50 will rank higher in Google results.
• LinkedIn ranks “complete” profiles higher than incomplete profiles in its search results.•To obtain maximize visibility in Google, it is critical to have a profile that LinkedIn considers “complete”.• 45 minute time investment
Full and complete profile = top of LinkedIn search AND…
… #3 of 61,400,000 Google search results!
Nuclear energy expert - #2 and #3 position in Google
Animal welfare expert - #5 position in Google
LinkedIn News
NAM.orgObtained 3 new memberships after organizations saw relevant NAM tweets in their LinkedIn news.
Cost of acquisition? ZERO
Busy? Hire a professional profile expert to rank high on Google.www.linkedinprofileservice.co
Press Release? – One voice
Which of these three mediums garner the most visibility?
Blog? – Dozens of voices
Twitter! – Hundreds of voices
My personal brand
My LinkedIn has my work portfolio embedded – 1,000+ viewsLinkedin.com/in/ChristianMoritz
Pick the medium that fits your style and comfort zone
With these devices so prevalent, there is no excuse for your personal brand not to be heard
+ =
One of these commands a premium price!Which of these are you today? Tomorrow?
Lets stay connected
Linkedin.com/in/ChristianMoritzLinkedinProfileService.coAllianceInteractive.com