Personal branding 101:

Why every pharmacist needs a personal

brand

Ranya El-Farnawani, M.Ed.

Disclosures

• No conflicts of interest to disclose

Common career challenges for pharmacists

today

• Changing government regulations in health care

• Increased competition

• No “guarantee” of a good job - the “good old days” have

passed

Do you feel...?

• …you are in a room of people that are extremely

talented and educated

• …you are competing for jobs with others equally or more

qualified than you are

• …you are no better than any other pharmacist

Why different is better than better!

VS.

Personal branding tip #1

Understand what makes you unique,

and be more of it

Your mission: To stand out

Learning objectives

• Help you to understand the value of a personal brand

• Begin defining your own personal brand

• Develop a brief business introduction that incorporates

your personal brand

What is a personal brand?

A personal brand is…

…the set of expectations, memories, stories and relationships that, taken together account for a person’s

decision to work with one person over another.

–adapted from Seth Godin

Reference: Godin, Seth(2009 December 13). define: Brand. Retrieved from http://sethgodin.typepad.com

Experiences (Thoughts + Feelings)

= Personal Brand

And what about you?

• Do you have a personal brand?

• Write down 3-5 words that capture what others have come to expect from you

Personal branding tip #2

Having a personal brand is NOT optional, only managing it is!

Defining your brand in three steps

Benefits

Values

Brand Essence

Brand essence: The feeling

“…what you

make people feel

is just as

important as what

you make.”

– BMW

The essence of a brand

Safety

Passion

Freedom

Step 1: Determine your brand essence

• Clear • Warm • Delighted

• Wondrous

• Close • Calm • Alert

• Relaxed

• Fearful • Intense • Safe

• Contemplative

• Surprised • Appreciative • Free

• Alive

Ask yourself: How do others feel in your presence?

Action: In groups of 2-3, share with each other the feeling that you

get from being around each other.

Step 2: Determine your values

Harmony Acceptance Honesty Self-Discipline

Love Community Success Creativity

Self-Development Freedom Knowledge Perceptiveness Loyalty Security Commitment Happiness Pleasure Wealth

Experiences Power Independence Excellence Passion Precision

Action: Write down your top three values.

Personal branding tip #3

It’s not what you know,

or who you know,

but who knows you

and what they know you for!

Why do people turn to you?

Consider your:

• Skills

• Knowledge

• Qualifications

• Experiences

• Accomplishments

• Relationships

Step 3: Determine your benefits

Action:

Answer the following:

• What do you want to be known for?

• Who needs to know about what you offer?

Pull it all together to introduce yourself

I am ______ (insert title, add specialty or brand adjective) ________

I enjoy/love most __________(insert values) _________________

Currently, I am ______ (insert benefits for target audience) ______

I am hoping to learn/meet/share___(insert desired information)___

Networking with your brand in mind

Action:

Introduce yourself to at least two

people in the room that you do not

know.

References and resources

• Government of Canada. Job Bank. Pharmacists (NOC 3131-A). N.p., n.d. Web. 20 Oct. 2014.

• Godin, Seth. Purple Cow: Transform your Business by Being Remarkable. London: Penguin, 2002. Print.

• Hogshead, Sally. How the World Sees You: Discover Your Highest Value through the Science of Fascination. New York: Harper Business, 2014. Print.

• Travis, Daryl. Emotional Branding: How Successful Brands Gain the Irrational Edge. Roseville: Prima , 2000. Print.

• Wilson, Jerry S. & Blumenthal, Ira. Managing Brand You: 7 Steps to Creating your Most Successful Self. New York: Amacom, 2008. Print.

• "29-1051 Pharmacists." U.S. Bureau of Labor Statistics. United States Department of Labor, May 2013.

• Image: Starbucks Coffee Mug, Levent Konuk, Shutterstock.com

Thank you!

For additional questions, you can

contact me via LinkedIn

(linkedin.com/in/ranyae) or drop me a

line at:

outofthemousetrap@gmail.com

Ranya El-Farnawani