2. Branding 101
• THE PURPOSE OF BRANDING IS TO
PROMOTE THE VIRTUES OF A
COMPANY OR PRODUCT AND
DIFFERENTIATE THOSE VIRTUES
FROM ALL OTHER COMPANIES AND
PRODUCTS
• WHAT WORKS FOR PRODUCTS GOES
FOR PEOPLE TOO. JUST AS YOU CAN
CONSTRUCT A BRAND FOR A
PRODUCT OR SERVICE, YOU CAN
BUILD A STRONG BRAND IDENTITY
FOR YOURSELF.
3. Personal Branding in 10
Easy Steps
• personal brand is
• Authentic
• value to your boss
• aligned with your company's goals
• In fact, "Brand You" is a distillation of who you
genuinely are -- and how you must appear to your
current and potential employers and customers.
• Personal Brand is NOT
• elevator speech
• self-help jargon
• positive corporate buzzwords
4. Step 1 What makes you
unique?
• determine your unique value
based on your talents and
strengths.
• What makes you hard to beat
and hard to replicate?
5. Step 2 Be prepared to
show
• Branding is strategy, and just
like any other important
corporate strategy, companies
should show, not tell.
• You should show, not tell
6. Step 3 Three P’s
• You already are a brand, whether you know
it or not. Your bio, experience, skills,
behaviors, appearance, even your name --
they all express your brand.
• Develop your brand strategy -- just like
good corporations strive for -- to make sure
you are portraying yourself in a way that
achieves your objectives. Strategy drives
tactics
• Purpose
• Point of View
• Principles
7. Step 4 Do your best,
and Document it
• To do our best work, we need a
sense of control -- and more
importantly, a way to ensure
that our employers are seeing
the unique value of what we
bring to work.
• Document and stretch out
8. Step 5 Become an
Entrepreneur
• Your brand strategy should
have sustainable
differentiation
• Become an “EMBEDDED
ENTREPRENEUR“
• YOU WORK WITHIN A FIRM FOR
THE GOOD OF THAT FIRM, BUT
YOU'LL EQUALLY SEEK
PERSONAL BENEFIT NOW AND
INTO THE FUTURE.
• Make what you are doing work
for YOU
9. Step 6 Become Value
• EMBEDDED ENTREPRENEURS HAVE A
DIFFERENT MINDSET
• THEY COME UP WITH NEW SOLUTIONS TO
COMPANY PROBLEMS AND NEW IDEAS TO
FUEL FUTURE GROWTH
• FIND OUT WHAT MAKES THEM UNIQUE
AND USE IT TO NAVIGATE A PROFITABLE
AND FULFILLING TRAIL WITHIN THE
COMPANY (AND ACROSS COMPANIES
OVER THE COURSE OF THEIR CAREERS)
• You create value because you become
value
10. Step 7 Own the Task
• Change your mindset about
how you feel about work
and employment
• Take ownership of the task
11. Step 8 Know Thyself
• To create a SUSTAINABLE,
DIFFERENTIATED BRAND
you must understand your
talents and strengths
• Are your talent and
strengths relevent to the
culture where you serve?
12. Step 9 Stay the Course
• Measure your core traits for
the long-term
13. Step 10 Think
• Think like the other guy, gal,
customer, boss
• Get into their head, but don’t let
them get into yours
