Getting the most out of your networking

© 2011 Harvest Consulting LLC

Your Personal Brand+

Getting The Most Out Of Your Networking

January 4, 2011

Scott Jacobs, CEO – Harvest Consulting

1st Question

Why is Jacobs speaking tonight?

Your Personal Brand & Networking +



30 years experience in Sales, Mgmt, Branding, and Marketing

Currently coach small businesses on positioning, sales

Harvest Networking Group has had success for nearly 5 years

I’m President of the Brad Austin Fan Club



Objectives for tonight’s session

Define your personal brand/value proposition

quickly and succinctly communicate your brand


get the most out of your networking efforts


What does the word ‘brand’ mean to you?How do you define the word brand?



Definition: brand

The promise to the consumer



Sometimes called a “brand character” statement Try to build in human qualities to help communicate who and what your

brand represents

This soap brand is a heroic ally that provides absolute protection for the family from undesirable/harmful forces (germs)



(Positioning Exercise)Easy to Use computer, for the cool crowdPerformance for driving enthusiastsSoftness (tissue paper)Authentic, Real, OriginalGuaranteed next day deliveryWholesome family entertainmentImproving the quality of lifeStrength (think household product)Accepted everywhereSafety on the roadFor the youthful, hip generation (drink)Pure, clean, natural soapNutritious, low-fat, low-calorie food

(Positioning Exercise)

Easy to Use computer, for the cool crowd



Performance for driving enthusiasts



Softness



Authentic, Real, Original


What’s in a Name?

Question:

What is the second

most recognized

word on the planet?…


What’s In a Name?

Answer:



Guaranteed next day delivery



Wholesome family entertainment



Improves the quality of life



Strength (think household product)



Accepted everywhere



Safety on the road



For the youthful, hip generation (drink)



Pure, clean, natural soap



Nutritious, low-fat, low-calorie food



Personal Brand =

(Strengths + Value +

Visibility)

x

Engagement.


Strengths –

Consider assessment testing• StrengthsFinder

- Adaptability, Positivity, Input, Futuristic, Maximizer


• PMAI (Pearson Marr Archetype Indicator)- The Jester, The Sage, The Ruler


Strengths - Conduct some marketing research

Find out what others say about you


Interview people you have worked closely with in the past and ask them:

• What did they like most about working with you?• What are your 2-3 qualities about you that stand out

most for them?


Value -

Develop a personal value proposition statement


Definition:

Clear and specific statement about the tangible benefits of what you offer to a potential employer.


Developing a Value Proposition Statement ExampleMiller Lite isFor beer drinkers (target customer)

Who want to cut calories but maintain the taste (statement of the need or opportunity)

Miller Lite is a light beer (product/service category)

That tastes great (statement of benefit)

Unlike Budweiser Light (primary competitive alternative)

Miller Lite has the same number of calories with a far better taste

(statement of primary differentiation)


Developing a Value Proposition Statement

How brand marketers use it!

Tagline:

Miller Lite is the great tasting,

less filling beer…

Tastes great! Less Filling!



Develop a Personal Value Proposition Statement

Your Personal (for what target employer) Brand

Who (statement of employer’s need)

You (your occupation, position sought)

That (statement of your expertise)

Unlike (competitive candidates)

Our product (statement of primary differentiation)



How to use it! (Case History – Darcy Vorhees)



Here’s Where We Started…

Flaming Medusa Studios delivers animation, illustration, concept art, storyboarding, character design, and branding for art and animation buyers who want distinct personality, impactful imagery, and experienced animation productions.

Unlike large studios that are mired in bureaucracy, managed by highly paid producers who have unreasonable expectations, make uneducated decisions, and focus on the short term, Flaming Medusa offers the accessibility, adaptability, efficiency, and flexibility found only in a smaller company.

Utilizing outside the box creative solutions combined with state-of-the-art animation techniques (stop motion, traditional, developing technologies and processes), Flaming Medusa creates meaningful mythology and promises to make every one of our client's productions legendary.


About Flaming Medusa StudiosAt Flaming Medusa Studios, we believe that mythology is important for any business or production. The development of a mythology creates a face, personality, roots, and reputation for your audience to identify with and fall in love with. It is the magical process that takes the glimmer of an idea and gives it form, makes it solid, makes it real and tangible. It is only through form that we are able to affect and impress others.




We create legends


Personal Brand =

(Strengths + Value +

Visibility)

x

Engagement.



Visibility - Where to network and why



Engagement - Stay in touch with yournetwork



Engagement - Stay in touch with your network


Harvest Consulting Value Proposition Statement

Harvest Consulting provides expert strategic marketing consulting services for companies that have revenue between $5mm and $25mm, that need to increase sales and market share. Using a blend of primary and secondary marketing research, trend analysis, and competitive intelligence, we form the foundation for creating or refining a sustainable competitive advantage and differentiated corporate identity and brand position. Unlike advertising agencies or big box consulting firms, Harvest Consulting stays on board and personally implements the strategies.


Some Clients I Have Served




Contact Information 513.271.5630 (office)513.373.6972 (cell)[email protected] – harvestconsultwww.harvestconsultingllc.comthebriefcaseproject.com


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