Presentation delivered as the keynote speaker for CFEC Job Search Seminar in Orlando, Florida. Questions addressed: What is personal branding? Why is personal branding important? What is your online reputation? How will you tell your brand story? How will you position your personal brand?

1. BRANDING
YOURSELF FOR
CAREER SUCCESS

2. • 1 of 20 Master Certified Personal Branding Strategists
worldwide; youngest to ever earn this distinction.
• Presented to audiences of 5 to 500 on topics
including: leadership, personal branding, career
development, and content marketing.
• Taught half-day and full-day workshops on personal
branding and digital portfolio development.
• Produced 25 interviews with New York Times
Bestselling Authors and/or industry leaders for Reach
Personal Branding Podcast.
• Personal Branding Professor at Full Sail University

3. WHY I BELIEVE IN THE POWER OF
45 10WORDS CAREER CHANGES YEARS
Personal Branding

4. WHAT IS
PERSONAL
BRANDING?

5. WHAT IS A BRAND?
A brand, in short, can be defined as
a seller’s promise to provide
consistently a unique set of
characteristics, advantages, and
services to the buyers/consumers.
It consists of a name, term, sign,
symbol or a combination of all
these planned to differentiate the
goods/services of one seller or
group of sellers from those of
competitors.

6. BUT WAIT!
• Brands live in people’s minds
• Sometimes Disney ≠ Magic
• Therefore, a brand is a perception
• When does perception become
your reputation?

7. per·cep·tion
a way of regarding, understanding,
or interpreting something; a mental
impression.
rep·u·ta·tion
• the beliefs or opinions that are
generally held about someone or
something.
• a widespread belief that
someone or something has a
particular habit or characteristic.

8. WHAT IS A PERSONAL
BRAND?
Your personal brand is your…
“unique promise of value.”
“Strong personal brands will repel more
people than they attract. BUT they will
attract the right people.”
- William Arruda, Founder of Reach Personal Branding
“Less about YOU and
more about IOU!”

9. WHY IS
PERSONAL
BRANDING
IMPORTANT?

10. • "Gig economy” is forcing the 21st
century worker to redefine
employment (also see “sharing
economy”, "gift economy”, and
"barter economy”)
• A study by Intuit predicted that by
2020, 40% of American workers
would be independent
contractors.
• Between 2003 and 2013, the
Census Bureau reported a
growth in “non-employer
businesses” (i.e. independent
contractors) at nearly 1 million,
the most of any sector
THE NEW WORLD OF WORK
You are a business of one.

11. • Economic uncertainty (’01 & ’08)
• Companies want strong brands
• Industrial Age > Information Age > Identity Age
• Ekaterina Walter, Intel
• Global Digital Strategist & Social Media Innovator
• A degree is not enough
• Every job is temporary
• Global marketplace
• Technology
THE NEW WORLD OF WORK
You are a business of one.

12. WHAT IS
YOUR
ONLINE
REPUTATION?

13. 360Reach Survey
reachcc.com/360register
Online ID Calculator
onlineidcalculator.com

14. 5 VARIABLES to DETERMINE
ONLINE REPUTATION
• Volume
• Relevance
• Purity
• Diversity
• Validation

15. HOW WILL YOU
TELL
YOUR
BRAND
STORY?

16. WHICH ORANGES DO YOU
WANT TO BUY?

18. “Compete as a brand,
not a commodity.”
WRITE THIS DOWN…

19. “A commodity is a basic good used in commerce
that is interchangeable with other commodities of
the same type; commodities are most often used as
inputs in the production of other goods or services.
The quality of a given commodity may differ slightly,
but it is essentially uniform across producers.”
CHECK OUT THIS DEFINITION
from INVESTOPEDIA.com

20. WHAT IS BRAND STORYTELLING?
• Combination of rational and
emotional attributes
• Makes sense of values by putting
them into context
• Can be used as a strategic marketing
tool for consistency, constancy, and
clarity
• If developing a strong personal brand
is the goal, storytelling is the means
to reach that goal
FEATURES vs. BENEFITS

21. HOW WILL YOU
POSITION
YOUR
BRAND?

22. “The goal is to create a unique impression in the
customer's mind so that the customer associates
something specific and desirable with your brand
that is distinct from rest of the marketplace.”
YOUR BRAND POSITION
gives your target audience a reason to work with you as
opposed to your competition.
Source: Positioning: The Battle for Your Mind

23. SIMPLEBANKvs.
BANKofAMERICA

24. TELSAvs.PRIUS

25. TACOBELLvs.CHIPOTLE

26. “I teach college graduates how to market themselves to
employers online and off through a process called
personal branding. A strong personal brand can help you
change careers, earn a promotion, start your own
company, or land your dream job. I am 1 of 20 master
certified personal branding strategists worldwide and am
the youngest person to earn that level of distinction. How
can I help you advance your career?”
MY BRAND POSITION

27. LET’S RECAP
• Your personal brand is your unique
promise of value.
• You are a business of one.
• ORM: Online ID Calculator
• Compete as a brand, not a
commodity.
• Focus on your benefits not your
features.
• Position yourself against your
competition. What makes you
unique, makes you desirable and
memorable.
• Volume
• Relevance
• Purity
• Diversity
• Validation

28. INTERESTED IN
LEARNING
MORE?

29. SIGN UP TODAY!
BEFORE
THE
ROOSTER
CROWS
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