build your own brand

BYOB: Build Your Own

BrandJenelle Peterson, MBAPMI-SAC Conference

Hi, I’m Jenelle

• 6th Generation Calgarian • Diverse work experience• Education

– BComm, Marketing – University of Calgary– MBA,– Queens University

• Lover of Mountains, Art, and all things Sci-Fi.

LinkedIn: linkedin.com/in/petersonjenelleTwitter: petersonjenelle

Image Sourcehttp://theworryfreelife.com/break-free-from-your-comfort-zone/

WIIFM?

• Establish your expertise• Find a new job • Create new opportunities & partnerships• Build rapport• Improved networking• Build credibility & connections

Why Employers Should Care

• Strong personal brands add value to corporate brands

• Publicity & visibility• Building organizational credibility• Increased engagement levels• Human connection to the organization• Halo effect

A BRAND IS NOT A LOGO

A BRAND IS THE EXPERIENCE YOU CREATE,

A COLLECTION OF

PERCEPTIONSIN THE MIND OF YOUR

AUDIENCE

Image Source: http://www.slideshare.net/kristianandersen/brand-you-personal-branding/6-NONE_OF_THESE_ORGANIZATIONS_TREAT

Image Source: http://www.slideshare.net/kristianandersen/brand-you-personal-branding/6-NONE_OF_THESE_ORGANIZATIONS_TREAT

BRANDS DEVELOP THROUGH

EXPERIENCES AND REFLECT

REPUTATION

THESE EXAMPLES USE

THEIR BRAND AS THEIR KEY

DIFFERENTIATOR

BUT THOSE ARE

COMPANIES, NOT PEOPLE.

BUT THOSE ARE ALL INCREDIBLY

TALENTED, UNIQUE

INDIVIDUALS

PERSONAL BRANDS ALLOW INDIVIDUALS TO DIFFERENTIATE

THEMSELVES BY CONSISTENTLY TELLING THEIR UNIQUE STORY.

IF YOU ARE NOT TELLING YOUR BRAND STORY,

SOMEONE ELSE IS TELLING IT FOR YOU.

Without personal branding…

• You can become a commodity• Lose your competitive edge• Lose career or contract opportunities• Limit your reach

1. Take inventory of your brand2. Develop your (Brand) plan3. Communicate your brand 4. Measure and maintain your brand

4 Steps to personal branding

1. Take Inventory of your Brand

Insights about YOU1. What are your goals?2. What do you value?3. What are you passionate

about?4. What motivates you?5. What makes you

remarkable?

Insights from OTHERS6. How do others describe

you? Compliment you?7. What are you known for?8. What questions do

people ask you?9. Why are you chosen or

not chosen for projects?

2. Develop your Brand

Your personal brand statement

• Identify a target market by niche or by job title (who do you solve problems for?)

• How you get the job done (frame of reference)

• Define the benefit (rational, technical, emotional promise)

• Provide reasons to believe• Convey what makes you different.

Example

“I am a dedicated professional who helps owners of small manufacturing

businesses develop and execute succession plans that guarantee firm continuity. No other CPA in the market can combine innovative thinking with

resources, contacts and experience like I do.”

Source: http://www.slideshare.net/bmliving/personal-branding-for-cpas

Image Source: http://www.personalbrandingblog.com/5-keys-to-styling-your-personal-brand/

Strengths that may differentiate

• As a PM you must create a brand that drives:– Overall visibility and image– Ability to be awarded projects and

advancements– Perception as a leader and value added

resource– Perceptions of credibility– Personal trust and confidence

Understanding “Tilt”

Unique Talents

PassionAudience

Source: Content Inc. By Joe Pulizzi

YOUR BRAND IS A PROMISE OF VALUE AND IT’S AN ASSET

3. Communicate your brand

• CREDIBILITY• CONSISTENCY• COLLABORATION• RELAVANCY• HUMILTY

Theodore Roosevelt

“People don’t care about how much you know, until they know how much you care.”

Brand Communication Tools

• Tangible– Website– Blogs– Podcasts– Social networks– Events– Off-line publishing– Speaking

engagements– Business Cards

– Resume– Volunteer

• Intangible– Appearance– Competencies– Personality– Vision– Values– Consistency

4. Measure & maintain your brand• Set up google alerts• Set goals and track efforts• Be consistent “walk the talk”• Givers gain• Cultivate relationships• Start & join conversations• Evolve to stay relevant

Tom Peters, Management Guru

Source: http://wwwfastcompany.com/magazine/10/brandyou.html

“We are CEOs of our own companies: Me Inc. To be in

business today, our most important job is to be head marketer for the

brand called you.”

Further Reading…

THANK YOU