Confucius Say "Only the wisest and stupidest of men never change." 1 Personal Branding Presentation to SING – November 2, 2009
2 Must Be Aware of Changing Context
Not Your Father’s Marketplace YouTube streams about 1.2 billion videos per day 2009 Facebook worldwide Demographics 276% Growth in 35- 54 Year Old Users 488 million monthly video streams Volkswagen to Rely Solely on iPhone App for GTI Launch New Pepsi 'Dewmocracy’ 3
Change: Basic Building Block Of Success "Your success in life isn't based on your ability to simply change. It is based on your ability to change faster than your competition, customers and business." — Mark Sanborn 4
Personal Branding Presentation to SING – November 2, 2009 5 117 Rassani Drive Danville, California 94506 925.648.4477
6 Standing Apart From The Crowd
7 people/get a To help you meet lead My Objective Is Not
8 know about What you yourself But To Take The Familiar
9 Repackage In A Unique Way
10 By Shifting The Focus Of Thinking
11 Where Do All Those Socks Go?
12 I’m Going To Get To The Bottom Of This
13 The Missing Sock
14 Annual Missing Sock Day
“It's not who you are that holds you back, it's who you think you're not.” 15
Being There Is Not Enough • Everyone knows Waldo is there but for most it is not worth the effort 16
Superior Is Not Enough A poor idea brilliantly executed will be more successful than a brilliant idea poorly executed 17
18 What’s A Person To Do?
19 Become A Dead Head
Become A Dead Head • “You do not merely want to be considered just the best of the best. You want to be considered the only one who does what you do.” …Jerry Garcia 20
21 How Do I Start Building My Brand?
Take a Hard Look At What You Do And How You Do It… Where have I had the greatest impact? What is uniquely you? What do I do well? Competitive Advantages Where do I excel? What stories can I tell? What is my passion? Where do I have opportunity to improve What do I like to do? What do I hate to do? 22
23 marketplace and your And look to the …Then Take The Focus Off You targets •
24 What is the most important thing you must address when selling?
What is the most important thing you must address when selling? Whatever is most important to the person you are selling to 25
26 Not About Selling Yourself
27 It’s about selling what you can deliver Not About Selling Yourself
There is a Big Difference Selling Yourself • What YOU YOU want – Goal/objective • Where YOU YOU have been lately • What were YOUR YOUR responsibilities • What were YOUR YOUR successes and awards • Where YOU YOU have been before • What are YOUR YOUR hobbies and education 28
There is a Big Difference Selling Yourself Selling What You Can Deliver • What YOU want • How your brain works Outlook/philosophy Outlook/philosophy – Goal/objective • • Problems you took on Problems • Where YOU have been lately • Differences you made happen • Differences • What were YOUR responsibilities • Insights to the creative/critical creative/critical thinking thinking that delivered the • What were YOUR successes differences and awards • Where YOU have been before • What are YOUR hobbies and education 29
Two Biggest Mistakes • Confusing the concept of biography with resume • Not realizing a resume is really a value profile 30
Personal Branding New and Improved 31 117 Rassani Drive Danville, California 94506 925.648.4477
What is it, really? + + Classic What makes you Process for leveraging marketing/branding uniquely you disciplines 32
33 Getting A New Position Is A Process? Attention Getting
34 Getting A New Position Is A Process? Impression Distinctive Attention Getting
Getting A New Position Is A Process? Getting Distinctive Getting an Attention Impression Interview 35
Getting A New Position Is A Process? Getting Distinctive Getting an Attention Impression Interview B r a n d i n g 36
Getting A New Position Is A Process? Making the Short List Getting Distinctive Getting an Attention Impression Interview Getting an Offer B r a n d i n g 37
Getting A New Position Is A Process? Making the Short List Getting Distinctive Getting an Attention Impression Interview Getting an Offer P r o d u c t B r a n d i n g “You” 38
39 Components of Effective Branding Context Market
40 Product Benefits Components of Effective Branding Context Market
41 Product Benefits Components of Effective Branding Context Market Difference Point of
42 Product Benefits Components of Effective Branding Context Market Difference Point of
Components of Effective Branding Market Intel Context The Computer Inside Point of Product Difference Benefits 43
Components of Effective Branding Market Sun Context The Dot in .Com Point of Product Difference Benefits 44
Components of Effective Branding Market Nike Context Just Do It Point of Product Difference Benefits 45
Translating from Business to Personal Market Context -- Perspective of hiring manager -- Pain to be addressed -- Market tendencies Point of Difference Product -- Unique skill set Benefits -- Cross pollination -- Expected skill sets -- Personal passion -- Making a difference 46
47 Examples Personal Branding
Translating from Business to Personal Market Context Engineer -- Perspective of hiring manager -- Pain to be addressed -- Market tendencies Point of Difference Product -- Unique skill set Benefits -- Cross pollination -- Expected skill sets -- Personal passion -- Making a difference 48
49 Engineering Mechanical Engineering Electrical Engineering Computing Core Equities
50 Engineering Mechanical Engineering Electrical Engineering Computing Value Add
51 Engineering Mechanical Human-eering Engineering Personal Branding Electrical Engineering Computing
Personal Branding Electrical Engineering Computing Mechanical Engineering Engineering Human-eering Integration of mechanical, electrical and computing engineering with personal and project management skills that uniquely and consistently produces effective technologies that exceed business objectives 52
Translating from Business to Personal Market Context Executive -- Perspective of hiring manager -- Pain to be addressed Assistant -- Market tendencies Point of Difference -- Unique skill set Product Benefits -- Cross pollination -- Expected skill sets -- Personal passion -- Making a difference 53
54 and Follow Up Prioritization Organizational Expert Communication management Core Equities
Personal Branding Organizational Expert Communication Prioritization management and Follow Up 55
Personal Branding Organizational Expert Communication Prioritization management and Follow Up Executive Administrative Triage 56
Personal Branding Organizational Expert Communication Prioritization management and Follow Up Executive Administrative Triage I will give my boss 15% of his/her day back 57
Asset or Liability? • Your greatest strength is you you know you you better than anyone else • Your greatest weakness is you have created created a backdrop of conventional wisdom about yourself • You don’t need someone to tell you about your self • You need some guidance to step outside guidance to step outside your conventional self-perspective 58
Putting It All Together Inherent Core Values Price of Entry Differentiators Market Context Enhanced Value Personal Branding Elements 59
Definition of Insanity Doing the same thing over and over again the same way and expecting the outcome to be different 60
What are my experiences and skill sets? My previous Job Jobs prior to last Job ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ 61
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