hero branding: how to champion your personal brand
TRANSCRIPT
HERO BRANDING HOW TO BUILD A PERSONAL BRAND OF CHAMPIONS
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@millennovator #HeroBranding
Katherine Lisciani
#HEROBRANDING @MILLENNOVATOR
AGENDA
▸ Identify your goal in building a personal brand
▸ Deconstruct the elements of a successful personal brand
▸ Uncover the unique characteristics that differentiate your personal brand
▸ Identify your target audience and the best way to communicate your personal brand
▸ Solidify a plan for building agency through your personal brand
OVERVIEW
#HEROBRANDING @MILLENNOVATOR
“GREAT BRANDS DELIGHT PEOPLE. THEY HAVE GENUINE MEANING IN PEOPLE’S LIVES. THEY HAVE THE ABILITY TO DRIVE CULTURAL CHANGE AND REDEFINE HOW WE DO BUSINESS.”
FIONA ROSS, GLOBAL BRAND HEAD AT VIRGIN
WHY BRAND?
#HEROBRANDING @MILLENNOVATOR
WHY BRAND?
▸ Purpose of brand in your business…
▸ “Why should my customers care that I exist?”
BUSINESS VS. PERSONAL BRANDING
Purpose of branding yourself...
“Why should my target audience care what I have to say?”
#HEROBRANDING @MILLENNOVATOR
WHY BRAND?
IDENTIFY YOUR GOAL IN BUILDING A PERSONAL BRAND▸ Find a better job so you can earn more money and/or be happy to go
to work every day
▸ Win more clients for your company to increase sales and increase your earnings
▸ Land better clients for your company to make your company more efficient
▸ Grow your professional network so you open more professional opportunities
▸ Build online communities to further increase professional opportunities
▸ Lay the foundation for future success; however you define it
FIRST THINGS FIRST…
WHO WAS YOUR FIRST HERO?
Dad
Mom
Sibling
Teacher
Friend
Imaginary Friend
#HEROBRANDING @MILLENNOVATOR
COMPONENTS OF A SUCCESSFUL PERSONAL BRAND
YOUR HERO BRAND
▸ Values
▸ Passions
▸ Priorities
▸ Personality
▸ Target Audience
▸ Unmet Need
▸ Consumption Preferences
WHAT YOU
DO WELL
WHERE THE OPPORTUNITY
LIES
#HEROBRANDING @MILLENNOVATOR
“THE FOUNDATION OF PERSONAL BRANDING RESTS ON AUTHENTICITY:
THE ABILITY TO TAP INTO YOUR GENUINE, HUMBLE, AND INDIVIDUAL
HUMAN QUALITIES FROM WHICH YOUR IDENTITY, PERSONALITY, AND
CHARACTER STEM.”
Lida Citroen, Social Media Today
FOUNDATION OF A SUCCESSFUL PERSONAL BRAND
#HEROBRANDING @MILLENNOVATOR
FOUNDATION OF A SUCCESSFUL PERSONAL BRAND
ESTABLISHING CREDIBILITY
(Values + Priorities + Passions + Personality)
=
AUTHENTICITY
PASSIONS
PERSONALITY
VALUES
PRIORITIES
#HEROBRANDING @MILLENNOVATOR
COMMUNICATING VALUE
WHAT UNIQUE PERSPECTIVE DO YOU OWN?
#HEROBRANDING @MILLENNOVATOR
IDENTIFYING YOUR TARGET AUDIENCE
WHO ARE YOU SPEAKING TO? WHERE?
@GARYVEE
#HEROBRANDING @MILLENNOVATOR
IDENTIFYING YOUR TARGET AUDIENCE
PRO TIP Consider your personal
LinkedIn page the perfect platform for branding. The brand is not your
company it’s you.
YOU
#HEROBRANDING @MILLENNOVATOR
FOUNDATION OF A SUCCESSFUL PERSONAL BRAND
GAINING INFLUENCE
(Values + Priorities + Passions + Personality) x CONSISTENCY
=
TRUST
PASSIONS
PERSONALITY
VALUES
PRIORITIES
GIRLBOSS.COM
SHOW THE VALUE OF YOUR PERSPECTIVE IN THE CONTEXT OF WHAT YOUR AUDIENCE IS INTERESTED IN LEARNING ABOUT
PRO TIP A personal brand should help
differentiate you from the crowd. Find what makes you
unique & showcase it in everything you do.
Over and over, and over again.
#HEROBRANDING @MILLENNOVATOR
“IF YOU CAN INJECT YOUR PERSONALITY INTO WHAT YOU DO AND THE MESSAGE YOU SHARE YOU’LL BE ONE STEP AHEAD IN THE CONTENT MARKETING GAME. YOU CAN’T PLEASE EVERYONE, AND YOU SHOULDN’T BE TRYING TO IN THE FIRST PLACE… I WEAR MY HEART ON MY SLEEVE AND NEVER PRETEND TO BE SOMEONE I’M NOT. THAT’S THE BEST ADVICE I CAN GIVE TO ANYONE, REGARDLESS OF WHO THEY ARE OR WHERE THEY’RE GOING.”
JASON MILLER, WELCOME TO THE FUNNEL
IDENTIFYING YOUR TARGET AUDIENCE
#HEROBRANDING @MILLENNOVATOR
RECAP
▸ Identified your goal in building a personal brand
▸ Deconstructed elements of successful personal brands
▸ Uncovered the unique characteristics that differentiate your personal brand
▸ Identified your target audience and different ways to communicate value with your personal brand
▸ Solidified a plan for building agency through your personal brand
WHAT YOU LEARNED TODAY
KATHERINE LISCIANI
Marketing is not a department it’s a strategy.
@millennovator #HeroBranding