May 12, 2015
“…all of us need to understand the importance of branding. We are CEOs of our own
companies: Me Me IncInc. To be in business today, our most important job is to be head marketer for the brand called You.”
impress prospects?
land yourdreamclient oraccount?
But…
your diploma / training / credentials is not enough
too many people shareyour qualifications
and prospects are
overloadedWith vendors who
sell exactly or close to what you
sell?
To just survive, you must
stand out from the crowd.
but you can relax…
Today you’ll learn how to stand out
rise above your peers
and develop yourprofessional self
Personal Branding
•Why Brand?
•What is a Brand?
•Your Personal Brand
•The 5 “B”s and 5 “P”s of Brand Building
WRITE COCA-COLA ON THE CAN AND YOU CAN
CHARGE $1.25
Why?Water + Sugar + Fizz (put it into a can) = Costs less than
$.10
Take cheap fabric (the cheapest) make pants using a 100 year old
design = production cost $9
Why?
PUT THE NAME LEVI’S ON THESE ORDINARY PANTS : AND CHARGE $90 (no problem)
Take a human being and break him or her down to the smallest components – atoms. Take that stuff to the commodity market and try sell it –
you might get $2
Why?
INSTEAD REASSEMBLE THE PERSON – CALL HIM TIGER WOODS AND ASK FOR AN ANNUAL SALARY OF MORE THAN $80,000,000
What is What is a brand?a brand?
Wh
at
is a
BR
AN
D?
“A brand is more than a name or a logo – it is a
promise and a
contract with every customer with whom you
are dealing.”
- Richard Branson
…an
individual
as a brand
Personal Brand
• A consensus about who you are• Your reputation, public image, legend,
character• The collective opinion about you• It’s like a Rorschach test. Somebody
flashes you name. What leaps to mind?
David D’Alessandro
WE (you and me)
ARE ALL
BRANDS
What What doesdoes YOUR YOUR
BRAND BRAND project? project?
Perception is Reality!
•You are already being branded one way or another
•You can’t build a good personal brand if you can’t see yourself as others see you.
Is this how others see you?
The 3 most important words to
TAKE CONTROL of your Brand
Focus
Focus
Focus
"If you are going to be a brand, you've got to become
relentlessly focused on what you do that adds value,
that you're proud of, and most importantly, that you can
shamelessly take credit for."
- Tom Peters
The 5 B’s
Great Great toolstools
... for ... for marketimarketi
ngng ATAT peoplepeople
What can you do What can you do to build YOUR to build YOUR
BRAND?BRAND?
The 5 P’s
PPurposurposee
Building Your BRAND?
Purpose: Your name means?
When someone hears your name, what do you want them to think:
Go-to person?
Really good at ________?
A “pain in the butt”?
Mr./Ms./ negative?
"Personal branding lets you control how other people perceive you... You're telling them
what you stand for…”
•(Peter Montoya, Personal Branding Press, 2002)
“If you stand for nothing,
you will fall for anything.”Ronnie Apteker – Founder Internet Solutions
PPropositionroposition Purpose
Building Your BRAND?
Proposition = Brand EssenceMatch the woman to the Brand Essence
a) I’ll show you how to creatively organize your life.
b) I’ll be your genuine, compassionate, spiritual guide.
c) I’ll help you see your outrageous and sensual side.
Your Proposition is
Your Core Competency.
You’ve Got to Know Yourself
to Grow Yourself
Proposition PurposeBuilding Your BRAND?
Packaginackagingg
How’s Your Package?
How is Your Brand Perceived?
What’s my brand?
How we are perceived:
Visual 55%
Voice38%
Verbal 7%
Purpose
PPeopleeople
Building Your BRAND?
Proposition
Packaging
Your network isYour network isyour net worth.your net worth.
Purpose
Packaging People
PPerseveranceerseverance
Building Your BRAND?
Proposition
“There is a very, very, very fine line between success and failure …. it is about being constantly hammered and coming back from the hard times and low moments.”
- Robbie Brozin – Nandos
“3Cs” of Perseverance: (1) Clarity (about who you are and who you are not)
(2) Consistency (in your message about who you are)(3) Constancy (continual visibility to your target
audience).
Purpose
Packaging People
Perseverance
Building Your BRAND?
Proposition
where you go from here is up to you…
right now,you are ablank slate
You are the storyteller of your own life, and you can create
your own legend or not.
Isabel Allende
You are a brand. You are in charge of your brand.
There is no single path to success. And there is no one right way to
create the brand called You. Except this …start
TODAY
Thanks…
Gerry Robert1-(800) [email protected]