Thanks to everyone who participated in this webcast from the Association of International Product Marketing and Management (AIPMM). Introduction Several research studies have found that it takes our minds less than 9 seconds to form a first impression when meeting someone new. In business interactions, first impressions are crucial. A negative first impression can be nearly impossible to reverse or undo. Building your own professional brand helps you create a meaningful, powerful impression on everyone you meet. This is why it is important to establish your own professional brand to advance your career. This discussion will help you understand how you can overcome the first impression barrier and clearly communicate to others where you are in your career and where you want to go next. This discussion identifies steps to create and build your own professional brand to make a great first impression, expand your professional network, and connect with others who may need your expertise and abilities. About the Speaker Hector Del Castillo has over 15 years of experience transforming products to wealth for technology-based companies by building and directing high performing product teams, improving core business processes and establishing strategic partnerships. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to companies that want to grow by strengthening their product portfolio and creating new revenue streams. Upcoming Events For more information regarding this topic or certification courses near you, contact Hector Del Castillo at http://linkd.in/hdelcastillo. About AIPMM The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Need Assistance? Contact me to set up a free initial consultation session. Let me know how I can help you grow your business, grow your product team, or create and build your own brand. I look forward to hearing from you. Regards, Hector Del Castillo http://linkd.in/hdelcastillo

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AIPMM Webinar Series
www.aipmm.com

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– Founded 1998
– World’s largest professional association for product
management, product marketing and brand management
– Provides globally recognized certifications:
• Certified Product Manager
• Certified Product Marketing Manager
• Agile Certified Product Manager
• Certified Innovation Leader
• Certified Brand Manager

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Hector Del Castillo: @hmdelcastillo
AIPMM: @AIPMM
Therese Padilla: @theresepadilla
Tweet!

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• One Amazon $50 gift card
• One hour free product management
assessment or consulting session for the
first 10 people that request it
Participate and Win!

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Today’s Speaker
Moderator:
Therese Padilla, AIPMM President
Presenter:
Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo

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FEATURED PRESENTATION

8. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
Hector Del Castillo
linkd.in/hdelcastillo

9. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
What We Will Discuss
1. Why Your Professional Branding Matters
2. Creating Your Professional Brand
3. Building Your Professional Brand
4. Key Takeaways

10. Why Your Professional Brand
Matters

18. What is a Brand?

28. Professionals Brands

29. “If today was the last day of your life, would you
want to do what you are about to do today?.”
- Steve Jobs

30. “One thing is certain in business. You and everyone
around you will make mistakes.”
- Sir Richard Branson

31. “As we look into the next century, leaders will be
those who empower others.”
- Bill Gates

32. “I think a simple
rule of business is,
if you do the things
that are easier first,
then you can
actually make a lot
of progress.”
- Mark Zuckerberg

33. “A brand for a company is like a reputation for a person.
Your earn reputation by trying to do hard things well.”
- Jeff Bezos.

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Creating Your Professional
Brand

35. “Branding demands commitment;
commitment to continual re-invention;
striking chords with people to stir their
emotions; and commitment to imagination.
It is easy to be cynical about such things,
much harder to be successful.”
- Sir Richard Branson, CEO Virgin

36. Professional Branding
The process by which professionals express their
unique value proposition and then spread it
across platforms with a consistent message and
image to achieve a specific goal.
It allows individuals to enhance their recognition
as subject matter experts, establish
reputation and credibility, advance their careers,
and build self-confidence.

37. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
Steps to Create Your Brand
1. Identify who you are
2. Define what you want to accomplish
3. Recognize your target audience
4. Know competitors and partners
5. Create your brand profile
6. Position your brand

38. 1. Identify who you are
• Identify your needs and values
• Focus on things you love to do
• Identify your strengths and weaknesses
• Highlight your accomplishments
• Evaluate your experience
• Understand how you are perceived

39. 2. Define what you want to do
• Set goals and objectives
• Invest in yourself
• Ask for insights
• Identify roles models and mentors
• Connect with mentors and advisors
• Request feedback about where to go next

40. 3. Recognize your target audience
• Imagine your ideal workplace or client
• Keep your eye in your current company
• Focus on potential employers
• Research your target audience
• Align yourself with your target audience

41. 4. Know competitors & partners
• Identify potential competitors
• Understand the difference between you and
competitors
• Request advice from peers

42. 5. Create your brand profile
• Create your brand statement
• Clearly state your career goals
• Identify your unique value proposition
• Highlight your values, beliefs and
accomplishments

43. 6. Position your brand
• Develop your brand positioning statement
• Test it early and often
• Develop the message platform
• Practice your pitch
• Adjust as needed based on feedback

44. Building Your Professional
Brand

49. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
Key Takeaways
• Your brand tells your story1
• Your brand sets you apart2
• Your brand helps establish credibility & trust3
• Your brand helps you expand your network4
• It helps you accomplish your career goals5

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My Next Webinar
Why Get Certified
Friday, Aug 14th, 2 pm ET

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Free Consulting Session
• First ten people to submit information to
linkd.in/hdelcastillo
• Please include background on topic or issue
• Must include name, title, email address,
phone number, and company info

52. © AIPMM 2013 www.aipmm.com
Q & A
Moderator:
Therese Padilla, AIPMM President
Presenter:
Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo

53. © AIPMM 2013 www.aipmm.com
Hector Del Castillo
• Senior consultant with over 15 years of experience transforming
products to wealth for technology-based companies
• AIPMM Body of Knowledge (ProdBOK®) Contributor
• Established companies
– Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies
• Small companies and startups
– Nextone Communications, Smith Micro Software
• Launched 30+ Products for global deployment
– HW/SW, Telecom, Enterprise Mobility, Information Security
Services, Professional Development
• Certified PMP®, CPM® and CPMM®
• University of California at Santa Barbara, MS EE
• University of Texas at El Paso, MS EE, BS EE
53

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Upcoming Courses
Course & Location Dates Days Time
ACPM® Certification Prep Course & Exam
Seattle, WA
McLean, VA
Aug 26, 2013
Sep 16, 2013
M 8:30 am – 5 pm
CPM® Certification Prep Course & Exam
Seattle, WA
McLean, VA
Aug 27-28, 2013
Sep 17-18, 2013
T, W 8:30 am – 5 pm
CPMM® Certification Prep Course & Exam
Seattle, WA
McLean, VA
Aug 29-30, 2013
Sep 19-20, 2013
Th, F 8:30 am – 5 pm
Contact Melissa Holtzer, melissa@280group.com, for more information.
Additional certification prep courses are available in Austin, San Jose, and London.

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Upcoming Courses
Course & Location Dates Time
CIL® Certification Prep Course & Exam
Athens, Greece Oct 10-11, 2013 9 am – 6 pm
CPM® Certification Prep Course & Exam
Athens, Greece
Singapore
Oct 8-9, 2013
Oct, 2013
9 am – 6 pm
8 am – 5 pm
CPMM® Certification Prep Course & Exam
Athens, Greece
Singapore
Oct 14-15, 2013
Oct, 2013
9 am – 6 pm
8 am – 5 pm
Follow the links provided to get more information regarding these courses.

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For More Information About
• AIPMM membership benefits
• Certification courses near you
• How to prepare to take a certification exam
Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo

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