WINiT Presents: Building Your Personal Brand & Developing Your Elevator Pitch

Transcription

1 WINiT Presents: Building Your Personal Brand & Developing Your Elevator Pitch

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3 Overview WINiT Founder Michelle (Mick) Lee Awareness + Inclusion + Action = Impact WINiT is a network of women and men serving as a catalyst to drive change and support the career development, visibility & promotion of women in the travel, meeting, event and exhibition industries. Our mission is to connect innovative thought leaders with WINiT members and to customize and tailor the classes and events specifically in response to WINiT member developmental needs. 3

4 Developing Your Personal Brand & Elevator Pitch: What does this mean? Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called YOU. Tom Peters, Fast Company Magazine ( A Brand Called You ) It continues to surprise me when people say that they have to make time to get a personal brand. We all have a personal brand. The power comes with truly understanding how we are seen vs. how we want to be seen and taking steps to bridge the gap if the results do not match your goals. Michelle (Mick) Lee, Founder WINiT 4

5 Overview This Introductory Session was created to explain and review the pre-work that you can do to optimize your experience at the WINiT 2015 Annual Summit. If you are unable to attend the Annual Summit in person, you will still be able to participate in this exercise and benefit from the IMPACT by reviewing the video of the session we will share after the Summit. 5

6 Developing Your Personal Brand & Elevator Pitch Who Will Benefit From this Master Class? Experienced professionals in the industry for 20+ years who have not had a check-in on these topics for 6 months or more Professionals either just entering the work force or starting in a new industry or category Individuals interested in learning if they are coming across as they intended 6

7 Developing Your Personal Brand & Elevator Pitch There are 2 segments to this Master Class: PreWork Time Commitment <2 hours between July 2 - July 24th: Complete the PreWork outlined in this webinar in order to optimize your experience at the Annual Summit. Group Participation - Annual Summit, Saturday, July 25 th, 8a-4p: Attendees will be provided with a brief overview of the PreWork. We will discuss Case Studies, how to create a sustainable development plan and how to articulate your pitch. Volunteers will take the stage! NOTE: You do not have to attend the WINiT Annual Summit in order to benefit from this class. If you are unable to attend the Summit, you can complete the second segment via video which will be available on the website in August. If you are attending the WINiT Annual Summit, register today! Registration closes on July 16. www,womenintravel.org 7

8 Developing Your Personal Brand & Elevator Pitch Dave Hilfman, Senior Vice President Worldwide Sales Cyndi Hunter Director Global Accounts 8

9 9 Brands Make a Difference

10 Building a Personal Brand & Elevator Pitch Understand the Power of Pause and Self Reflection Understand how you are currently perceived by others Identify aspects of your brand that you want to change Learn to leverage skills and qualities you already possess and get people to think of you in a manner that is not one-dimensional 10

11 Developing Your Elevator Pitch Craft a structured and interesting answer to the common What do you do at ABC Company? question Learn methods to develop a personal, concise and memorable one-minute Elevator Pitch Experience the benefits of the Elevator Pitch when networking - Personally and Professionally 11

12 Pre-work: Step 1 - Ask Yourself What is your current Personal Brand? IMPORTANT: Do not write down what you WANT your Personal Brand to be, write down what you think your Personal Brand IS TODAY. Write down answers to the statements below: Top five words you think describe how you are seen/ your reputation Two to three sentences that you think would be used to describe your approach, reputation and brand by another person Relevant Your Brand Distinctive Consistent 12

13 Pre-work: Step 2 - Ask Others Arrange meetings with people who know you well (at least two personal and at least two professional contacts) and will honestly and candidly be in the position to talk to you about your Personal Brand. Do not divulge the topic of the discussion. The purpose of the meeting will be to inquire about your personal brand from people who know you well and you trust to give you direct and candid feedback. It is important the feedback you receive is the first thing that comes to mind in answer to your question. By booking time with each person, you know they will have the block of time to focus on the conversation privately which will allow for follow up discussion. IMPORTANT: If you provide the topic in advance, people often contemplate how they perceive you and your brand. They may incorporate how you intend to come across versus how you do come across. 13

14 Pre-work: Step 2 - Ask Others, Cont. Tips to consider prior to each meeting: Have a script ready to use (SAMPLE): I am going to ask you a question and it is important that you tell me the FIRST answer that comes to mind. Be direct and be truthful because your honest answer will be helpful to me. How would you define my personal brand - what I am known for describe my reputation. Please start with 5 words. And then give me a few sentences. Tips to consider during each meeting Take detailed notes from each conversation LISTEN carefully to the 5 words and sentences that are being shared with you Ensure the person is finished sharing thoughts before you ask questions. Will you be making a change to affect your brand? If so, talk about the changes you plan to make and obtain feedback on their recommended course of action. 14

15 Pre-work: Step 3 - Reflection Reflection after your meeting: Was the response what you expected? Did you experience a difference between your perception and the reality in which people view you? How did it make you feel to hear their responses were you surprised by some of the outcomes? Do you agree with the brand they provided for you? Based on the feedback received, have you identified areas to work on your brand? Did you learn something new? Self Reflection is the Catalyst for Change 15

16 Pre-work: Step 4 - Articulate Your Personal Brand and Development Plan Utilizing everything you learned from Steps 1 and 2, summarize your Personal Brand using the phrases, words and descriptions from your discussions. Create your Development Plan (if needed) to bridge the gap between where you are and where you want to be Words are powerful be mindful of ones that you use that could be impacting your brand both in positive and negative ways Set Check-In meetings with your contacts days to gauge progress 16

17 Pre-work: Step 5 - Develop Your Elevator Pitch Your notes on Steps 1-4 will also serve as a resource for the development of your Elevator Pitch. Considerations: Make it personal and memorable, what is distinctive about YOU Don t tie yourself to one department, service or industry think big! First sentence: Key skills; experience; interesting fact Second sentence: Where you currently work/duration; department/location Third sentence: What you are known for? What do you want to leave them with? IMPORTANT: Keep it short - about the time to travel a few floors in an elevator! 17

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19 Pre-work: Step 5 - Develop Your Elevator Pitch, Cont. Elevator Pitch Example BEFORE: I am just the travel manager in Canada and have worked for ABC company for 8 years. Elevator Pitch Example - AFTER: I have a background that includes supplier negotiations and relationship development and have 3 years experience working as an expat for ABC Company in London, I am currently located in Toronto with responsibilities for the travel program across Canada. People see me as the person who motivates suppliers to reduce costs because I provide support by increasing innovation and leveraging my 8 years at ABC company. 19

20 Recap: Introductory Session Action the checklist below by July 24 in order to optimize your attendance at the WINiT Annual Summit Master Class.* Personal Brand: ü Write down 5 words and 2-3 sentences of how you think you would describe your reputation, approach and brand ü Set up meetings with people you know well (at least 2 Personal and 2 Professional contacts) to talk about your personal brand ü Take detailed notes and make time for reflection ü Create a Development Plan, if needed Elevator Pitch: ü Based on feedback received from the meetings, develop your Personal Brand and create your Elevator Pitch * If you cannot a,end the WINiT Annual Summit, you can complete the second segment via video which will be available on the website in August. 20

21 Recap: Introductory Session, Cont. Volunteer to present your Elevator Pitch on stage! us by July 10 if you want to share your experience with attendees. Volunteers, Questions or comments: 21

22 Next Steps: Annual Summit The second segment of this Master Class occurs at the Annual Summit, July 25. We will provide a brief recap of the first segment and will include: The criticality of Personal Brand, both for your professional and your personal connections Leverage the qualifications you already have and recognize your transferable skills Hear more about the Power of Pause, Checking-In and your Career Currency The format has been designed to accommodate the varied preferences of the attendees: Are you the type of person more comfortable listening? Join the session to hear the experience of others Do you want to be Front and Center? Sign up as a volunteer to present your Elevator Pitch on stage by July 10! 22

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