William Arruda Build Your Brand. Expand Your Success Success!

What Are We Going To Discuss Today?

Agenda  Introduction to Branding  Why Personal Branding?  The Reach™ Three-Step Process Success!  Introduction to Branding  Why Personal Branding?  The Reach™ Three-Step Process Success!

What is a Brand?

Source: InterBrand What are the World’s Strongest Brands?

Branding Myth  Branding is about spin FALSE

Strong Brand Are… A_THE_T_C U N I

Branding Myths  Branding was invented by Nike and Coke FALSE

Mr. Jones’ Apple Pie

Branding Myths  Branding is just for products and companies FALSE

Silicon Valley Today, Everything is a Brand

Branding Myths  Branding is just for the big guys FALSE

Your Brand is Your… R_PUT_T_ON EA I

Egonomics The Intersection of Two Societal Trends The New World Of Work

Personal Branding Gives You Permission to Be Yourself!

Why Branding for Executives and Professionals?  You are in charge of your career  There are numerous others with similar credentials  You’re more successful when you align what you do with who you are  You are of more value to your company  You are in charge of your career  There are numerous others with similar credentials  You’re more successful when you align what you do with who you are  You are of more value to your company

The Reach™ Success! Personal Branding Process EXTRACT EXPRESS EXUDE EX

You Are a Gem ExtractExudeExpress

Benefits of a Strong Personal Brand  Self understanding  Visibility and presence  Differentiation  Control  Wealth  Continuity  Achievement  Fulfillment  Self understanding  Visibility and presence  Differentiation  Control  Wealth  Continuity  Achievement  Fulfillment

How Are You Introduced?

How Do You Introduce Yourself?

Brand Foundation  A solid base on which to build your brand  Includes physical and mental health  Ongoing process  A solid base on which to build your brand  Includes physical and mental health  Ongoing process

1 Step 1. Extract The Brand Discovery Phase

1. Extract Your Unique Promise of Value Yourself Your Target Audience Your Peers Competitors

What makes you unique makes you successful

 Internal Perspective  External Perceptions Yourself Know Yourself

Why Are Goals Critical to Branding?  Goals give your brand direction "If you don't know where you're going, you'll end up someplace else." Yogi Berra

The VPs of Brand YOU  Vision, Purpose  Values, Passions  Vision, Purpose  Values, Passions

Supportive Leader- like Honest Creative Smart Funky Reliable Adventurous Irreverent Sassy Caring Stubborn Organized Driven Outrageous StressedOut Bold External PerceptionsQuirky

Innovative Bold Maverick Risk Taker Successful Competitive Boundless Richard Branson The Intrepid Brand

Empathetic International Leader Great Communicator Contemporary Almost Approachable Dishonest Untrustworthy Philandering Bill Clinton The Charismatic Brand

Eliminate the ‘F’ Word F_ _I NE X Outstanding Exceptional Best Extraordinary

 Demographics  Psychographics Your Target Audience Know Your Target Audience

 What’s the same?  What separates you? Competitors Peers Know Your Peers

Your PBS I build solid, successful and lasting relationships inside my organization and with business partners by putting people in the center of the process. I deliver the most innovative and forward focused marketing campaigns by putting the fun back in business - keeping my team engaged and creative.

2 Step 2. Express The Brand Communications Phase

 Getting Your Message Out 2. Express

The Communications Wheel

FT Article Newsletter BLOG Speak at AABC Conf Web Site Write Book Monthly Tele-seminars

You Can’t Spell Brand Without the Letter “C” C L A R I T Y C O N S I S T E N C Y C O N S T A N C Y The Three C’s

Human Concerned Empathetic Genuine Warm Oprah The Caring Brand

Dynamic Trend Setting Shocking Female Talented Madonna The Chameleon Brand

The ‘ilities’  Visibility  Credibility  Visibility  Credibility

If you don’t show up in Google, do you exist?

3 Step 3. Exude The Brand Environment Phase

 Managing Your Brand Environment 3. Exude

Managing Your Brand Environment You G

Managing Your Brand Environment You

 How You Look Says a Lot About You  You Need To Be Comfortable  You Must Appeal to Your Target What’s Your Style? What’s your style?

Nothing succeeds like the appearance of success. Consistency is the Key

Managing Your Brand Environment You

Evaluating Your Brand Environment

Managing Your Brand Environment You G

Brand Identity  Color  Font  Images  Color  Font  Images  Textures  Tag Line  Logo A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Managing Your Brand Environment You

The You, Inc. Partner Program YOU Juan Sally Ian Judith Lee

Networking’s #1 Rule G I V E

Give to Your Network  Ask  Connect them  Share articles  Share your passion  Send a Link  Ask  Connect them  Share articles  Share your passion  Send a Link  Give them a free service  Include them  Invite them  Remember and recognize

The Most Important… P_OFE_ _ION_L R S A NE_WO_K S R T

Evolution and Metrics

You Must Put Metrics In Place  How do you determine them? What kind of metrics?

Get Feedback  Listen  All strong brands ask for feedback  Be obsessive about it  Use it  Listen  All strong brands ask for feedback  Be obsessive about it  Use it

Brands Are Dynamic

The whole point of being alive is to evolve into the complete person you were intended to be. Oprah Winfrey

 The World Has Changed  Personal Branding is the Way to Expand Your Success  It means aligning what you do with who you are  Strong Personal Brands are AUTHENTIC  You are a GEM!  Jump on the ‘Brand Wagon’ Now In Summary

Do you leave your mark on everything you do?

?

THANK YOU!