ubc speaker series 11 mar2013 personal brand-full

Marketing Yourselfand Personal Branding

UBC – Pharmacy | Speaker SeriesretailSOS.ca | Gerry Spitzner

March 11, 2013

retailSOS.ca | Gerry Spitzner 2

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


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


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?

http://www.boston.com/business/blogs/global-business-hub/assets_c/2012/02/Personal%20Branding%20article-64246.html


Marketing of YouIdentifying and marketing your personal brand is an essential core competency for managing and sustaining a successful career.


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



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



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



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



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



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



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



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



Personal Value Proposition

How do you develop a powerful PVP?


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



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



Business NetworkingThe idea of networking makes many people uncomfortable… or confused.

It’s easy to see why.


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



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



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



Brand and BrandingWhat’s the difference?


Two Kinds of Branding


It’s Very Deliberate

Horizontal Brand Vertical Brand


Marathon not a Sprint


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


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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ubc speaker series 11 mar2013 personal brand-full

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