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Communicating your Brand

Communicating your Brand. Thursday, March 18, 2010 Alumni Centra Session Meg Flournoy Mary Beck White Sutton Dee Parson Grange ‘05 GEMBA. Session Overview . Welcome to our discussion on branding! We are pleased to introduce to you our two panelists for today’s workshop:

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Communicating your Brand

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  1. Communicating your Brand Thursday, March 18, 2010 Alumni Centra Session Meg Flournoy Mary Beck White Sutton Dee Parson Grange ‘05 GEMBA

  2. Session Overview • Welcome to our discussion on branding! We are pleased to introduce to you our two panelists for today’s workshop: • Dee Parson Grange GEMBA ’05 • Mary Beck White Sutton • Associate Director Career Management Center, Fuqua School of Business

  3. Brand • Who you are • Trustworthiness, Likeability • What you can do • Value, Distinctiveness, Expertise • Why it matters • Relevance, Consistency

  4. 7 Steps To Establishing Your Own Personal Brand • Identify what you value • Identify what makes you unique • Identify how you want to be perceived 4) Identify your specialty 5) Identify your target market 6) Write your brand 7) Visualize, walk ,and talk your brand

  5. Communication Frameworks Brand Mantra 3-5 words that summarize your brand • Telling Your Story • Resonates with the listener • Includes a compelling event or turning point • Elicits trust by conveying a consistency that relates to your current goals • Is crafted with the specific audience in mind Ibarra, H., & Lineback ,K. What’s Your Story. HBR, January, 2005, 65-71 S= Situation - Challenge encountered T= Task - Effort expected A= Actions - Specific steps taken R= Results - Specific impact achieved

  6. Communicating Brand • What motivates you? • What has contributed to past success? • How have you grown & developed as a professional? • Greatest Challenge- what did it tell you about yourself? • Proudest accomplishment • Lessons learned from failures • When I’m at my best… • When I’ve been successful… • What I’m looking to do next… • What I realized… • I learned that… • People say I am… • I get really excited (motivated ) When… • I am most interested in… Transition With Think About

  7. Tailor your Messages Your Brand Their Needs Your Brand Their Culture Their Issues Needs, Culture Success Requirements Strategy for Growth Their Requirements & Growth Strategy

  8. Career Services for Alumni • Multi-level options for differing needs • 24-7 Online Resources exclusive for Duke MBA Alumni • Presentations, Job Postings, Databases, Resume Book, Samples and Tips • Alumni Career Page Link • Going Global • Alumni Clubs and Database • Short-term Coaching (3-4 sessions) for those in current transition • Executive Career Consultants at Duke • Regional and longer-term coaching options • Partnership with Lee Hecht Harrison Offices • Regional and Virtual Workshops • Road shows brought to you in Partnership with Alumni Relations

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