1. What is personal branding?
Authentic shaping of perceptions
Positioning you as compelling and differentiated
Focusing on creating value and not just capturing value
Conversations beyond functional “what you do” to relevant “why you exist”
Engaging stories to carry your brand forward
Being your most confident self to attract your target audience

2. Define and know your target audience better than anyone else.
Principle #1
Define and know your target audience better than anyone else.
Beyond industry or size.

3. Principle #1 - Support What do they know about their customer?
The “Cup of Coffee” must be great, but that isn’t enough.
Everyone sells quality coffee or they wouldn’t be around.

4. Questions to Think About
Principle #1 - Support
Questions to Think About
What thread ties all of your work experiences together?
What types of opportunities attract you? Why?
Are you avoiding “limiting” yourself?

5. Principle #2
Develop a unique brand position beyond a quality offering. (Quality is a commodity in every industry – create value beyond your function.)

6. Principle #2 - Support
Personal and Company Brand Connect at Solution Value
Company Value Migration
Product
Service
Solution
Experience
Personal Value Migration
Function
Strengths
Solution
Experience

7. Principle #2 - Support Basic premise:
Customer’s aren’t looking to fill a functional role…they are looking to you to solve something for them.
It is up to you to understand what that is and to help them solve it.
Personal and Business!!!

8. Questions to Think About
Principle #2 - Support
Questions to Think About
What are your strengths? How are they valuable to your target employers?
What do you solve for an organization?
What is missing at your past work places because you are not there?

9. Principle #3
Life and business is one big value exchange – so add value in every conversation. Give it away, now.

10. Questions to Think About
Principle #3 - Support
Questions to Think About
How do you show up in a networking conversation / interview?
What business topics would engage an audience on social media for the next year?
How do you deploy your assets to add value?

11. Principle #4
Manage perceptions to influence behavior in 3 and maybe 30 seconds. Script the brand message because brand perceptions are being formed in a blink of an eye.

12. Principle #4 - Support 3 Seconds, 30 Seconds, and 3 Minute Speeches:
Goal-oriented.
Your goal is to create a dialogue.
Tells a story.
Become a great story teller. Include in the story aspects of “who you are, what you do, and how you are different.”
As much about them as about you.
People really only care about how you can help them – so add value in every conversation.
Positions you in the mind of the listener.
Shape it or they will form it. Everything communicates.
Better with practice and refinement.

13. Question to Think About
Principle #4 - Support
Question to Think About
Are your introductory words attracting the right people in the right way?
Are you actively managing your “aspirational” brand perception or telling people who you were and what you have done?

14. Principle #5
What you read and who you meet will define where you are one year from today. Calendars don’t lie.
Define brand demand
Network is real value

15. Principle #5 - Support
Create a target list of people you want to meet and get closer to:
Be specific: define who and why you want to meet
Be tight: start with 10 people that you want to add to your network
Be bold: stretch to meet those that you feel are outside of your current comfort zone…the strength of weak ties
Be focused: have an agenda for your network meetings

16. Question to Think About
Principle #5 - Support
Question to Think About
What does your calendar look like right now?
How do you overcome, “why would people want to meet me” mindset?
Are people extending their network to you? If yes, great. If no, why not?

17. Principle #6
Use language that extends your brand. Nothing communicates more than passion. (Be interested and be interesting.)
“The voice of passion is better than the voice of reason. The passionless cannot change history.”—Czeslaw Milosz
Not us language – them language.
Compelling, Engaging, Authentic, Relevant – remarkable!!!
You start hearing you language back from clients,etc.

18. Principle #6 - Support
“He had done nothing to sell me on his business, yet he had given me the most powerful sales pitch of my life. Because his sole concern had been my welfare and the success of my business.” Jim Pennman, on learning how to sell (What Will They Franchise Next? The Story of Jim’s Group)

19. Question to Think About
Principle #6 - Support
Question to Think About
Can you authentically show up for them and meet your objective?

20. In Summary Develop your value. Define your target.
Craft your 3 / 30 / 3 minute speeches.
Have an inventory of assets that align to your value (why, how, what).
Share insights / value…often.
Develop your bio to help tell your brand story.
Finally, craft your resume that aligns to above.