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ME, Inc.
How to Create and Market Your Personal Brand
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Leslie Stevens-Huffman
• Handles: Talent Wizard, Career Expert, Independent Writing Professional, Innovative Instructor
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My Branding Statements
• Offer the unique ability to compel sophisticated readers by combining two decades of hands-on business management experience with robust reporting and writing skills
• Offer professionals the opportunity to advance their careers through proven strategies and two decades of staffing industry experience
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Today’s Goals
• Define a personal brand• Outline six easy steps to help you
discover, create and market your personal brand
• Interactive, informal session
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Famous Handles or Branding Statements
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What is a Personal Brand?
• A personal brand is your promise to the marketplace and the world. Since everyone makes a promise to the world, one does not have a choice of having or not having a personal brand. Everyone has one. The real question is whether someone’s personal brand is powerful enough to be meaningful to the person and the marketplace.
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Great Brands…
• Memorable and succinct• Evolve over time• Resonate with target audience• Purposeful and strategic• Support goals• Not just social media
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Step One: Set Goals
• Find a new job or change careers, industries or specialization
• Increase job security• Score a raise or promotion• Be recognized as a thought leader
or technical expert
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The Case for Goals
• Focus your marketing campaign and message
• Design media campaign• Rallying point• Evaluate your brand’s
effectiveness and make adjustments
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Step Two: Define Your Target Audience and Their Motivation
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Step Three: Discover Your Brand
• What are you famous for?• What’s your reputation?• What’s your value proposition?• What sets you apart from others?• What characterizes you?
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Sources
• 360 feedback• References• Colleagues• Performance reviews• Customers and
stakeholders• Endorsements and
recommendations• Resume• Interview• Google yourself
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Select Material that Supports Your Goals• Select distinctive points, traits,
attributes and experience that support your goal
• What will resonate with your audience?
• What do they want to hear?• Do you need damage repair?• Do you need to close gaps?
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Step Four: Create Your Branding Toolkit
• Handle (s)• Branding statement (s)• Supporting examples, vignettes• Keyword, adjective list• Avatar or logo• Headshot
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Handles
• Data janitor• Conscientious
coder• Bug exterminator• Clairvoyant
specifications guru
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Branding Statements
• “Offer a proven history of discovering and eradicating the bugs that others miss in enterprise applications”
• “Innate ability to demystify complex business requirements and transfer them into user-friendly software solutions”
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Examples, Keywords, Adjectives
• Create inventories of examples, activities, keywords and complementary adjectives
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Step Five: Design Your Marketing Campaign
1) Select media and activities that reach and resonate with your target audience
2) Compels them to act3) Sustainable and sequential4) Adaptable
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Step Six: Evaluate Progress and Refine
• Are you reaching your target audience?
• Are you achieving your goals?• Does your message need to be
refreshed or revised?
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ME, Inc.
Ready, set, now go market!!