What Are We Going to Talk About? • Branding • Personal Branding • The Three-Step Process
What is a Brand? Unique Promise of Value
What are the World’s Strongest Brands? Source: InterBrand
Strong Brand Are… A_THE_T_C
Strong Brand Are… A_THE_T_C N U I
Everything is a Brand Jack Oprah Richard The Donald Tiger Colin
Martha The Domestic Diva Fastidious Creative Perfectionist Domestic
The Evolution of Work 1960s 1980s 2000s
What is Your Brand? You Your Brand Promise Value Unique Target Audience Peers
Your Brand is Your… R_PUT_T_ON
Your Brand is Your… R_PUT_T_ON E A I
Why Branding for Career Coaches? • The corporate brand is your brand • People are buying you! • Brand congruence contributes to success and fulfillment What makes you unique makes you successful!
Why Branding for Your Clients? • Longevity is waning • Competition is fierce • Credentials alone are not enough • Commodities compete on price • They want to make a mark - leave a legacy • They want increased fulfillment
1-2-3 Success! EXTRACT EXPRESS EXUDE
Benefits of a Strong Personal Brand • Self understanding • Visibility and presence • Differentiation • Control • Wealth • Continuity • Achievement • Fulfillment
1 ExtractThe Brand Discovery Phase
You Your Brand Promise Value Unique Target Audience Peers 1. Extract
Know Yourself • Internal Perspective • External Perceptions You Promise Value Unique
Turn Your Goals into GOLD
External Perceptions Stubborn Funky Colorful Stressed Out Creative Caring Irreverent Honest Driven Reliable Adventurous Bold Sassy Outrageous Smart Supportive Funky
Richard Branson The Intrepid Brand Innovative Bold Maverick Risk Taker Successful Competitive Boundless
Eliminate the ‘F’ Word F__ N
Eliminate the ‘F’ Word Best X Exceptional F___ I N E Outstanding Extraordinary
Promise Value Unique Target Audience Know Your Target Audience • Demographics • Psychographics
Focus. Focus. Focus.
Know Your Competitors • What’s the same? • What separates you? Promise Value Unique Peers
To Be Outstanding, Stand Out.
2 ExpressThe Brand Communications Phase
Visibility Credibility The ‘ilities’
The Communications Wheel CONTENT
You Can’t Spell BrandWithout the Letter “C” CLARITY CONSISTENCY CONSTANCY
Don’t Be Changin’ When You Should Be Samin’
Google has created the concept of the “Public Resume” — a new kind of pervasive DigiTruth. An industry will soon evolve to help you manage that public persona-creating the perfect online profile, optimizing your Google search, giving you control over your digitized public identity. Persona Propaganda
Build Your Brand in Bits and Bytes
Be Lazy. It’s Good for Your Brand.
My Laziness Explained Kirsten Dixson
3 ExudeThe Brand Environment Phase
What Makes Up Your Brand Environment? • Image • Surroundings • Brand Identity • Professional Network
What’s Your Style? • How You Look Says a Lot About You • You Need To Be Comfortable • You Must Appeal to Your Target Nothing succeeds like the appearance of success.
Live in the Inquiry
Brand Identity System • Fonts • Colors • Images • Texture • Sounds • Scents