phar400 18 jan2013 personal brand-full
TRANSCRIPT
Marketing Yourselfand Personal Branding
UBC – Phar400 | Pharmacy ManagementretailSOS.ca | Gerry Spitzner
January 18, 2013
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Objective; define your personal brand and create a personal value proposition for your job search.
Thoughtstarter Marketing of You | 3 P’s of Personal
Marketing Personal Value Proposition Business Networking Personal brand and branding
Roadmap
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Your Personal Brand is Not About You; Its all about them.
The 3 foundational questions of your personal brand◦ Question #1: Who is your audience?
The more clarity and specificity that you can describe your audience with, the more effective you will be.
◦ Question #2: How can you help them? Start by identifying their problem and the difference in their results if
they build a relationship with you.
◦ Question #3: What makes you different? Showcase your personality, your past success or your innovative ideas.
In this question, its okay for it to be about you.
Valuable Insight
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Think about the following questions:
•Do you know your value – your unique differentiators?•Can you define your personal brand? •How easily can you articulate that brand? •Do you actively work on enhancing your brand?
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Marketing of YouIdentifying and marketing your personal brand is an essential core competency for managing and sustaining a successful career.
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Preparation ◦ conduct your due diligence; define and identify
your brand
Packaging ◦ create your portfolio; create and build your brand
Presentation ◦ deliver your message; articulate and enhance
your brand
3 P’s Marketing Technique For You
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Know your value/Self assessment◦ Skills, competencies, accomplishments, strengths,
limitations, interests, values & aspirations, input from others
Differentiating factors◦ Your unique characteristics, traits and/or
experiences you have to offer that set you apart
Network◦ Build, maintain and nurture long lasting
relationships. Ask questions to determine their needs and challenges
Preparation
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Content expertise - establish specific niches, functional and/or technical expertise
Goals - create mission for career, set goals (short and long term), have a plan
Positive attitude – ‘positivity’ and sense of humor are most important in setting a strong foundation
Craft and articulate a clear and concise message
Preparation
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Maintain resume, bio, CV and/or portfolio regularly
Keep copies of performance reviews, awards, articles, presentations
Create a history of your track record “scrapbook” of talents & accomplishments
Obtain references and recommendations, quotes, testimonials and other relevant credentials
Packaging
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Serve on committees, volunteer professionally and personally
Expand your network and enhance your visibility
Be well read and stay current in your field, continued learning
Create key alliances & partnerships, align with people you admire/respect
Packaging
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Strong communication - active listening and interpersonal skills
Be concise and assertive - clearly articulate your desires, value and “brand”
Practice your delivery again, again, again …..and again
Constantly be re-crafting it to find what works and keep it current
Presentation
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Maintain give approach – practice professional etiquette
Be pro-active and strategic with your efforts to be visible - think big picture
Be your own advocate - know when to reach out to key contacts for support
Never burn any bridges - always leave positive impressions!
Presentation
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CONFIDENCE is how it all comes together – your preparation, your packaging and presentation!! ◦ Don’t limit efforts internally within your
organization
◦ Be sure to incorporate external initiatives
◦ Take into account everything around you
◦ Create an effective branding and marketing outlook
◦ Be consistent across all platforms
◦ Embrace concepts as a way of achieving self-actualization
Summary | Marketing of You
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Personal Value Proposition
How do you develop a powerful PVP?
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Set a clear target. ◦ One that needs what you have to offer. You'll prefer some
directions, not others. Targeting will make you most effective.
Identify your strengths. ◦ What you know and what you can do are the foundation of your
PVP. Hone in on what those are.
Tie your strengths to your target position. ◦ Don't leave it up to the employer to figure out how your strengths
relate to what he /she needs. Connect the dots for them.
Provide evidence and success stories. ◦ Strengths may be what an employer is "buying," but your
achievements are the evidence you have those strengths.
Four steps to develop a strong PVP
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How to “connect the dots”.◦ Plan on this question; “What do you hope to
achieve in the first three months?”
◦ Approach every interview question as an ‘audition’.
◦ Beware of extremes
◦ Take the middle ground
◦ Present changes as suggestions – be open to questions
◦ Tie your strengths to the needs of the target position.
Important Insight | Interviewing
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Business NetworkingThe idea of networking makes many people uncomfortable… or confused.
It’s easy to see why.
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1. Elevator speech. ◦ Describe yourself concisely and impressively.
2. Be different. ◦ Differentiate yourself. Aim high. Be best at something.
3. Help others. ◦ Help others and you will be helped.
4. Personal integrity. ◦ Integrity, trust and reputation are vital for networking.
5. Relevant targeting. ◦ Groups and contacts relevant to your aims and capabilities.
Ten Essential Principles
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6. Plans and aims. ◦ Plan your networking - and know what you want.
7. Follow up your commitments and promises◦ Following up meetings and referrals makes things happen.
8. Be positive. ◦ Be a positive influence on everyone and everything.
9. Sustained focused effort. ◦ Be focused - and ever-ready.
10. Life balance. ◦ Being balanced and grounded builds assurance.
Ten Essential Principles
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Network with the intention of helping other people, not yourself. Don’t expect anything.
Networking is more about listening to what people say;◦ Rather than saying the right things or what you want to tell them.
Start by focusing on being friendly and helpful.◦ #1 tactic - simply spread information in a friendly & helpful way.
Develop the habit of introducing people.◦ Connecting like-minded people is a powerful way to enhance your
network.
What You Should Do Now
The Real Goal of Networking
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Brand and BrandingWhat’s the difference?
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Two Kinds of Branding
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It’s Very Deliberate
Horizontal Brand Vertical Brand
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Marathon not a Sprint
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Want an electronic copy of this of this presentation with bonus links?◦Email me; [email protected]
To your business and professional success, thank you for your attention.
Questions?
Thanks
Follow Twitter: @passion4retail Connect LinkedIn: Gerry Spitzner Web: retailSOS.ca Blog: gerryspitzner.com Email: [email protected] Online Biz Card: gerryspitzner.tel Online Biz Card: retailSOS.tel
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Find me
retailSOS.ca is a Vancouver-based retail consultancy guiding and supporting Pharmacy owners to create, engage and keep great customers by doing the right thing extraordinarily well.
Gerry Spitzner works as a management consultant with community Pharmacy owners to achieve results by aligning their vision and implementing marketing strategy with operational execution.
Drawing on 35+ years experience in drug store multi-site retail operations, Pharmacy ownership and the Pharmaceutical wholesale supply-chain; Gerry brings the leadership, knowledge and market awareness of ownership and business development to Pharmacy owners to achieve growth objectives.
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