ts personal brand ver 1.2

AMER Technical Sales Technical Sales FY16 © 2015 Autodesk Technical Sales

Autodesk MFG Jedi

Brand YOU!Building the Personal Brand of Technical Professionals

AMER Technical Sales AMER Technical Sales

Neal Niemiec M.S., GISPTechnical Partner Manager

Building Technical Competence at Autodesk, with partners and our customers

Tech·ni·cal Com·pe·tence/noun/

A technical understanding of technology capable of delivering incremental results


Objectives

• Understand your personal brand and how your distinct talent contributes to the strategic direction of your advancement.

• Understand that you are a “business” yourself and the strategy, marketing, and value of YOU.INC in your customers eyes is owned only by you.

AMER Technical Sales 4

®

CHOOSE


CHOOSE

AMER Technical Sales

“A great brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a

powerful connecting experience. It’s an emotional connecting point that

transcends the product.”

Scott Bedbury, Nike/Starbucks

How did you choose?


Personal branding describes the process by which individuals differentiate themselves and stand out from a crowd by identifying and articulating their unique value proposition

In this way, individuals can enhance their recognition as experts in their field, establish credibility and influence, advance their careers.

This can then be leveraged across platforms with a consistent message and image to achieve a specific goal (i.e. advancement).

So What? … Why?

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=_jS9mL_zdIGJ3M&tbnid=_I_UwQn2XqF-GM:&ved=0CAUQjRw&url=http://stratify.co/what-does-online-behavior-have-to-do-with-perception-of-personal-brand/&ei=g0xKUuOCPcP7yAHM1YDAAw&bvm=bv.53371865,d.b2I&psig=AFQjCNGSqb6EwGo5YD3uThEfNU_2Vy5wBw&ust=1380687267266007

AMER Technical Sales AMER Technical Sales 9

Consider …

• Who are the people that are asked to be on project teams or to take on highly visible initiatives?

• Why are they are frequently asked?• What qualities do they possess?• What is their distinct contribution?• What are they KNOWN for?• What are they communicating about themselves?


Personal BrandMost people let this define

their personal brandMost people forget about defining

this part of personal brand

• They showcase their role / position• They describe their organization• They talk about their experience

• Their unique strengths• Their unique value• How to differentiate themselves


This sounds like personal reputation … isn’t this the same thing!?


Reputation vs. Personal BrandReputation is: Personal Brand is:

• Defined by others• Based on perception• Largely out of your control

• What you communicate about yourself• Solely in your control• Can impact your reputation


You have a brand whether you are aware of it or not!

Your Life Experiences

Your Point of View and Actions

The Way Others Perceive Your

Your Default Brand


Your Default Brand?

• Am I aware my default brand?• Do I like it? • How would I change it if I could?• What advancement does it open

or close for me?


What is my default brand?

What do I want to be known for?

Power Questions

What should my personal brand be to help me advance in the direction I want?


The “Dirt Diva”Created a brand related to Civil 3D

“I’ll never refuse someone that asks for help”Created a brand around support with customers and sales

Your “Buddy” in Oil and GasCreated a brand based on partnership


• come up with at least 16 descriptive words from 4 - 6 people who know you and your work.

• Assess your personal strengths (strengths finder).

• Think of four interests or passions … “What do you want to do more of”

Develop Your Brand

AMER Technical Sales AMER Technical Sales 18

• Inventive• Presenter• Builder• Innovator

• Technologist• Solver• Consultative• BIM-savy

• Engineer• Scientist• Trustworthy• Adopter

• BIM-Leader• Experimenter• Constructor• Developer

16 words

Interests and Passions• Create Solutions from multiple domains

• Increase demand for the portfolio of products, demystify the technology for customer’s

• Differentiate myself as critical to piecing customer’s technology together to form 1-of-a-kind solutions

• Become an evangelist with a unique ability to communicate technology

• Ideation

• Collaborator

• Communicator

• Visionary

• Relator

StrengthsJohn Doe Brand Example


John Doe Brand Example• Brand: The BIM Alchemist• Brand Pitch: “Turning a customer’s product investment into

meaningful business solutions!”

Lead into Gold … Products into Solutions


John Doe Brand Example• Brand: The BIM Alchemist• Brand Pitch: “Turning a customer’s product investment into

meaningful business solutions!”

Promote Your Brand

Choose 2


Personal Brand and Advancement

• A defined personal brand differentiates you from others in the same role or business

• A defined personal brand allows you to do more of what you want to do

• A defined personal brand makes you memorable and will advance you towards your target piers, leaders, customers and position

AMER Technical Sales Brand You!© 2015 Autodesk

Resources

Includes a strength based self-assessment (great for conducting a personal inventory)

Great framework for creating and developing your brand

Overview of a new way of telling your unique story

Let’s Be Social – Live Webcast (August 10th)

• From this webcast, we hope you will take away:

• The role of social media in the employee experience at Autodesk

• Some important do’s and don’ts for using social media

• How to easily share content through Autodesk’s Bonfire tool

• How to improve your personal brand using LinkedIn

• The importance of Glassdoor reviews and transparency

Videos:

William ArrudaWilliam Arruda (4 Parts of Personal Branding)William Arruda (How not to build your brand)

https://www.youtube.com/watch?v=6paItEm2AF4

https://www.youtube.com/watch?v=6paItEm2AF4

https://www.youtube.com/watch?v=iaFCmV5Ojqk



https://www.youtube.com/watch?v=QxMujquijD0



http://thenewelevatorpitch.com/


Building your Brand in Five Weeks

Week 1: Discover your Genuine Self• Strengths Finder• Self Survey (Survey Monkey 6)

Week 2: Assess your Genuine Self• Review Data and look for commonality• Intersect your Advancement goals (What do you want to be known

for?)Week 3: Develop (Brand Identity)

• “What is your Brand”• What does it look like (business card, blog, personal appearance)• What does it do (value, meaning)• What does it sound like (how do you communicate it)

Week 4: Create (Brand Pitch – the dialog) • The Brand elevator … Your consistent message

Week 5: Brand Plan (What have you done for your brand today?)• Your execution of your Brand

• What projects are you executing on• Social Media• Who are your sponsors?


Autodesk MFG Jedi

Self Assessment


Building your Brand – Week One

List of 6 – 8 people


Jerry Krispin

By nature, you occasionally figure out how to get ahead and stay ahead of others. You usually generate more new ideas than anyone else in the group. Sometimes your brainpower gives you the advantage you need to succeed.

People who are especially talented in the Strategic theme create alternative ways to proceed. Faced with any given scenario, they can quickly spot the relevant patterns and issues.

Instinctively, you willingly assume moral, legal, and mental accountability for people, processes, or assignments. Your outward behavior demonstrates your reliability. Others view you as a person who can be trusted to follow through on commitments.

People who are especially talented in the Input theme have a craving to know more. Often they like to collect and archive all kinds of information..

People who are especially talented in the Futuristic theme are inspired by the future and what could be. They inspire others with their visions of the future.

EXAMPLE


Jerry KrispinWhat are people saying (default brand)

“Jon reliably takes care of business correctly, expeditiously, and with good cheer”

“Very honest and great business acumen”“Capable, Diligence, Dedicated, Architect, Integrity, Friendly”

“working together as one unit to best develop, grow and execute strategic partnerships”

“Become a consummate Leader for which he already displays the necessary ability and many times functions as such.”

“Maybe not do more of, but how his talents can be better utilized - engaged as an industry strategy manager.”

“He will move mountains to uphold his integrity and relationships.

“knowledge of technical solutions built on top of a strong sense of business & strategy”

“Great personality”

EXAMPLE


Autodesk MFG Jedi

What do you want to be Known for?


Jerry KrispinWhat do you want to be known for?

Personal Brand: Helping your ‘WHY' take you from WHERE you ARE to WHERE you want to be.

Brand Label: The “WHY” guy

What it sounds like:This is an exciting time for AEC firms. Technology is connecting stakeholders to their projects like never before. We at Autodesk see amazing opportunities to expand our clients' businesses in new and innovative ways -- from their work processes to their deliverables. As a Technical Account Manager, I act as a sort of "business analyst" for our clients. My job is to understand how -- and WHY -- our clients do what they do, and assemble Autodesk technology and services in a meaningful way to propel them forward. I help our clients' WHY take them from where they are to where they want to be.

Power Phrases:

1. "The first part of rational decision making is understanding the "WHY"2. "The WHY eats WHAT and WHEN for breakfast" 3. "When customers don't address the "WHY" This almost always happens ...." (fill in the blank)

EXAMPLE

ts personal brand ver 1.2

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