personal branding workshop slides - effectively market yourself for career success - from iasa 2016

Personal Branding Workshop: Effectively Market Yourself for Career Success

IASA 2016 Session #621

Presented on Tuesday, June 14, 2016

Speakers

Darin M Reffitt, Director, Demand Generation & Campaign Management, EIS Group

Darin Reffitt is responsible for driving leads into the sales funnel at EIS Group. With nearly

20 years of experience in marketing and communications, his focus is on lead generation

and lead nurturing in marketing core system software to insurance companies. He is also a

volunteer with the IASA and chairs the Solution Provider Enrichment Committee, leading

the efforts of the IASA to better educate vendors and solution providers to meet the

evolving needs of insurance carriers. He volunteers with other organizations, writes about

marketing, social media and networking as a Market Expert for Business.com, and golfs,

poorly.

Beth Mercier, Vice President & CIO, Small Commercial, The Hartford

Beth Mercier is the Chief Information Officer of The Hartford’s Small Commercial

insurance business with premium of approx. $2Billion. Prior to joining The Hartford in

2015, Beth held roles of increasing responsibility in technology, operations, and

strategy at Travelers, Cigna, and Aetna. Beth has been a volunteer with IASA forever;

was President, Board Chair, and held other leadership positions.

Beth is a CPA who holds a MBA from the University of Hartford, a BS in Accounting

from the University of Connecticut, and is a Certified Internal Auditor. Beth received

2012 “Woman in Insurance Leadership” Award and a 2013 “Women in Innovation”

Award. Beth can be found in Connecticut with her husband, Dave (also an insurance

executive) and two sons Rob and Joey – all cheering on the Uconn Huskies!

WHAT IS BRANDING?

Branding Defined

Branding is the practice of

differentiating a company or

product by developing a unique

name, logo, and/or package and

by then tying them to a consistent,

predictable

customer experience.

Elements of a Brand

Credibility

Trust

Value

Experience

The Cumulative

Levels of Credibility,

Trust, & Value Brand Equity =

Brand Examples

Fast

Affordable

Fun

Consistent

“I’m lovin’ it”

Brand Attributes

Original

Happiness

Community

Togetherness

“The Real Thing”

Brand Attributes

Playful

Trendy

Affordable

Accessible

Branding and Corporate Value*

Apple’s brand is valued at

$170.3 billion

The next four most valuable

brands are:

Google – $120.3 billion

Coca-Cola – $78.4 billion

Microsoft – $67.7 billion

IBM – $65.1 billion

#23: Facebook – $22 billion

*Source: Interbrand, October, 2015

WHAT IS A PERSONAL BRAND?

Personal Branding Defined

First coined by Tom

Peters in Fast Company

in 1997

Personal Branding is the

process of creating and

maintaining a consistent

image or impression in

the minds of others about

an individual

Personal Branding Defined

You already HAVE a

personal brand.

It’s what people hear

about you before they

meet you. It’s what

people say about you

when you leave the

room.

Personal Brands Have Value Too

Oprah Winfrey: Buys 10% stake in

Weight Watchers 10/16/15; shares up

88% since that announcement as of mid-

May.

Howard Stern: Signs new 5 year contract

with SiriusXM Dec 2016; departure would

have cost SiriusXM $240 million in lost

annual revenue (per Bloomberg).

Warren Buffett: Apple shares drop after

weak iPhone numbers reported; surge

3.7% on news that Berkshire Hathaway

took a $1 billion stake in Q1.

• I.T. Department

• Reliable

• Knowledgeable

• Fast

• Helpful

“Mr. Fix It”

Personal Branding in Action

• Marketing Department

• Never responds to emails

• Waits till the last minute to

respond to deadlines

• Holds everything up

“The Bottleneck”

Personal Branding in Action

Our Personal Brands

Gregarious

Organized

Creative

Motivated

Gets things done

Our Personal Brands

Leader

Friendly/Social

Organizer

Successful

Exercise #1: The Basis of Your Brand

Write down 3-5 adjectives that

you believe your boss, peers,

and/or subordinates would use

to describe you.

Johari Window

Developed in 1955 by Joseph Luft and Harry Ingham

Known by others

Unknown by others

Known by self Unknown by self

OPEN BLIND

HIDDEN UNKNOWN

Why does Personal Branding Matter?

In your career, your personal brand impacts: What projects you get assigned

What promotions you receive

Amount of face time you get with

senior management

Degree of freedom and autonomy

you are allowed

Authenticity in Branding

Branding is NOT about

faking behaviors or

pretending to be

something you’re not.

You cannot brand

yourself on a lie.

Brand Examples

Healthy

High-Quality

Classy

Brand Attributes

Low Calorie

Healthy

Good for your teeth

Brand Attributes

High-Fashion

Exclusive

High-Quality

Our Personal Brands – The Flipside

Ambitious

Pushy

Cocky

Demanding

Gloryhound

Our Personal Brands – The Flipside

Demanding

Tactical

Loud

Opinionated

Bossy

Exercise #2: The Flipside of Your Brand

Look at your list from Exercise #1.

Are any of the attributes negative?

What negative traits do you think

would come to mind?

List 2-4 adjectives that people might

use that you wouldn’t want to brand.

ANALYZING YOUR PERSONAL BRAND

Physical

Appearance

Areas of

Knowledge

Communication

Styles

How You

Dress

Skills and

Abilities Behaviors

Elements of a Personal Brand:

Physical Appearance is tied to Brand

“Dress for Success”

Other Branding Emblems

Exercise #3: Emblems of Success

Examine how your choices impact

your perceived brand: Emblem Message Consistent with Brand?

Car

Office/Desk Space

Watch

Phone

Computer/Tablet

Dress/Jewelry

Other

Communication

Styles

• Word choices

• Speed

• Inflections

• Use of Sarcasm

• Confidence


Exercise #4: Non-Verbal Brand Inputs

Examine how these elements affect

your perceived brand: Element Weak or Strong? How to Improve?

Posture

Stance

Facial Expressions

Eye Contact

Hand Gestures

Voice – Speed/Volume

Voice – Tone

Taking Control of Our Personal Brands

Ambitious

Pushy

Cocky

Demanding

Gloryhound

Driven

Confident

Taking Control of Our Personal Brands

Demanding

Tactical

Loud

Opinionated

Bossy

Pragmatic

Enthusiastic

Driver

Exercise #5: Keep/Change/Replace

Use your words/phrases from

Exercise #2.

Determine what you’d like to:

Keep

Change

Replace

You Can Take Control of Your Brand

Behaviors

• Passions

• Habits

• Trust

• Consistency

• Expertise

• Helpfulness


Our Personal Brands – Poor Behaviors

Interrupting people

Being closed to

other people’s

ideas

Not saying “please”

or “thank you”

enough

Our Personal Brands – Poor Behaviors

Multi-tasking instead

of focused listening

Not asking enough

questions

Talking too fast

Always organizing

the outside activities

Exercise #6: Bad Behaviors

Write down 3-5 behaviors you

think may be tarnishing your

brand.

Exercise #7: New Behaviors

Write down 3-5 new or

replacement behaviors to take to

improve your brand.

SOCIAL BRANDING

Does your Social Brand Reflect You?

*Source: 2014 study from

43% of employers screen candidates

on social media, and rising*

51% of those have found information

on social media that factored into

decisions to NOT hire a candidate*

But 33% of those have found

information on social media that

factored into decisions TO hire a

candidate*

Photographic

Appearance

What You

Post

How You

Post

Secondary

Imagery

Where You

Post Sites You Use

Elements of an Online Brand:

How You

Post

• Word choices

• Logic

• Humor

• Use of sarcasm

• Personal attacks

Elements of an Online Brand:

LinkedIn vs. Facebook

BRANDING MISSION STATEMENT

Branding Mission Statement

Darin is a person who makes

things happen. He leads by

example and uses his skills

and abilities to create plans,

build consensus, and enable

the team to succeed.

Branding Mission Statement

Beth:

Genuinely cares about

people

Can be counted on for

relentless execution

Has her priorities straight

Is someone you want to

work with, hang out with,

be related to, know.

Exercise #8

Write a short branding mission

statement that captures the

behaviors and traits for which

you want to be known.

Homework

Ask three people how they would describe you to someone

new at the company and confirm your self assessment

Consider the Johari Window

Check your LinkedIn and Facebook profiles – how do they

communicate your brand or conflict with your ideal brand?

Read your branding mission each day, and use it to help

guide your day-to-day interactions

Implement at least two of your actions from exercise on

changing perception of brand.

Q&A

Thank you for your time!

Any questions for today’s

speakers?

Darin

Reffitt

Beth

Mercier