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Personal Branding: Shaping Perceptions, Creating Value, Engaging Stories

Learn what personal branding is and how to authentically shape perceptions, position yourself as compelling and differentiated, and create value beyond just capturing value. Discover the power of engaging stories and being your most confident self to attract your target audience. Define and know your target audience better than anyone else, and develop a unique brand position that goes beyond a quality offering.

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Personal Branding: Shaping Perceptions, Creating Value, Engaging Stories

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  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” • Engagingstories 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. Beyond industry or size. Principle #1

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

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

  6. Principle #2 - Support Personal and Company Brand Connectat Solution Value Company ValueMigration Experience Product Service Solution Personal ValueMigration Experience Function Strengths Solution

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

  10. 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. 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. Principle #4

  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. 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 areone year from today.Calendars don’t lie.

  15. Principle #5 - Support • Create a target list of people you want tomeet 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. 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. Use language that extends your brand. Nothing communicates more than passion.(Be interested and be interesting.) Principle #6

  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. 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.

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