2 Workshop Objectives What are your strengths? What is your market value? How do you communicate your strengths and value?
3 Agenda Building Your Brand Lifeline Exercise Skills Prioritization Define Your Brand Write a Brand Statement Professional Marketing Plan
4 What is behind a Brand?
5 Build Your Brand Eight Essential Steps 1. Identify the primary product (service, resource, special ability, etc.) you have to offer others. 2. Identify your core values. 3. Identify your passions. 4. Identify your talents. What have you always been recognized for (particularly as a kid)? 5. From your hopefully long list of talents and qualities, choose the top five, the ones you do best and enjoy doing the most. 6. Weave the items on all your lists into a statement of your specialty. 7. Write a paragraph emphasizing your specialty and your five key talents, weaving in your most important values, passions and skills. 8. Now add a tag line to your brand.
6 Unique You Because you are NOT everyone else and if you don t tell people (manager, neighbor) she/he will never know it s your responsibility to make sure you portray yourself in a compelling, distinct, and succinct way. No one else is going to do that for you certainly not your competition and the hiring manager isn t going to waste the time trying to find it. So be your own best advocate; start branding every element of your personal and professional self, and make sure that each aspect that you re branding is crystal clear and gives the same message, no matter where you are.
7 Lifeline Exercise Two colored pencils. Use one to represent your Personal Lifeline and another color to represent your Work Lifeline Reflect on your life starting back as far as you can remember and draw two separate lifelines one to represent your level of satisfaction with you Word life and another to represent your Personal life The scale can be as high or as low as you wish to define it Complete your Lifeline chart in 5 minutes. Do not over-think this exercise Next answer the Lifeline Exercise reflection questions on the following page. Write anything that comes to mind. There are no wrong answers
8 Lifeline Exercise Level of Fulfillment/Satisfaction Your Age (Draw your Lifelines only up to your current age)
9 Lifeline Exercise Describe one or two or your peak experiences. Where were you? Who were you with? What were you doing Describe any details you can remember The weather, music in the background, location If possible, focus on nonprofessional experiences to avoid inadvertently incorporating values you think you should have
10 Values List Examples Advancement progress, promotion Adventure new and challenging experience, risk Autonomy personal control over time, sense of freedom, independence Balance work, family and leisure activities in the appropriate proportion Collaboration cooperation, teamwork Contribution making a difference, improving society, helping others Creativity imaginative, inventive, original Financial Reward abundance, wealth Fun pleasure, enjoyment, good times Individuality free to define and express uniqueness Health physical and mental well being Influence impacting the opinions or decisions of others Innovation contributing to new findings, products or concepts Prestige - status, affiliation, commands respect Recognition respect from others, acknowledgment Responsibility accountability, reliability, ownership Structure regular hours and predictable demands Tradition carrying on established rituals and practices Variety multiple activities, experiences and tasks
11 Brainstorming Skill Identification (The ing factor) ING sheet of paper Capture Immediate thoughts Process later
12 with WITH INFORMATION compiling, researching, observing, generating, developing, comparing, computing, analyzing, structuring, translating, visualizing, synthesizing, problem solving, recording, classifying, transforming, prioritizing, extracting, designing WITH PEOPLE Communicating, writing, helping, serving, teaching, training, listening, persuading, motivating, selling, inspiring, influencing, leading, facilitating, entertaining, consulting, negotiating, debating, supervising, advising WITH THINGS Building, crafting, restoring, producing, operating, assembling, installing, molding, delivering, manufacturing, checking, adjusting, tuning, fixing, developing, designing, structuring, delivering, changing, owning
14 Values + Skills = Positioning Statement or Brand The Tag Line Tells Your Story A coach for successful people to help them be even more successful. An efficient problem solver who understands and enjoys both creativity and practicality of marketers. Technology leader who thrives in challenging, fast-paced IT organizations focused on the development and deployment of new technologies to drive growth, performance improvement, revenues, and profitability.
15 Professional/Career Marketing Plan - Sample Experience 1 A. Leadership Led cross-functional team to reduce base sheet cost for tissue product B. Project Management Managed roll-out of new spring design for everyday plate business Core Talents C. Financial Analysis Created new approach to analyze variance in fixed cost for tissue product line D. Strategic Planning Developed new marketing plan based on core strengths of plate strengths and design E. Creative Thinking Created online marketing campaign for Brawny Experience 2 Team captain of college basketball team Managed SKU reduction project with manufacturing and sales Executed three price increases to recover cost increases Created new seasonal program that combined cups and plates Designed numerous print advertising pieces Skill Good listening skills Communication Advanced Excel skills Proficient with Microsoft Project and Visio Published author Attribute High integrity Strong follow-through Attention to detail Entrepreneurial Passion for success 15
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17 Get The Word Out Create a tag line that sums up who you are Design a great business card Work on your public persona Be a networking group leader Create a public perception Be open and available
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