Post on 18-Oct-2014
description
Branding4People:craft your brand, spread
your value, and win customers
PHOTO: FLICKR @JOE NANGLE
ERIC WEAVER Brand Dialogue#pr4p#pr4p
First, a bit about branding.
A brand is a PROMISE The experience someone will always have The benefit they’ll always receive The unique difference that will always be
there
A brand is strongest through clear messaging and consistent delivery, crafted for the people who will care, in a way that benefits THEM.
YOU are a brand
A promise to friends. To future employers. To society.
Trust is a basic requirement for brands and business How do I minimize trust killers?
Be found or referred, rather than interrupting one’s search. Demonstrate value, don’t just blather on about it.
How do I build trust with prospective customers? Demonstrate intellectual capital: you know your stuff. Demonstrate a vision for this profession or this market. Show that others took a chance on you and benefitted. Show that you’re ethical, easy to work with…trustworthy.
How do you empower others to spread their trust in your offering? Give customers a voice. Amplify their words about you. Make sharing your value effortless.
IDENTITY
Step 1: identify your unique “business-applicable” traits The most fascinating or remarkable The traits that make you authentic Think about your quirks, through a positive lens
Perfectionist = detail-focused Scattered = multi-tasker Aggressive = gets things done Stubborn = determined
Honesty is always the best policy Overshare? Not always.
DIRECTION
Step 2: determine your goals and audience What’s your vision for your career in 2014?
What do you want to be known for?
What kinds of people do you want to attract? Green office specialist: office admins, Ops VPs Art director: marketing directors, creative directors Digital PR wunderkind: agency heads, marketing
teams Where do those people “live” online?
MESSAGING
Step 3: determine what you’d say …at a cocktail party, job fair or in an interview
Trustworthy? Hard-working? Funny? Flexible? Nice? All about facts? All about ideas? All about details?
Leave the detail for later: what’s the one takeaway you’d want to leave behind in an elevator ride (besides “I’m available?”) That single takeaway should be integrated in every
place you engage with people “I am personable and people trust me.” “I accomplish what I go after.” “I have an upbeat passion about this space that is infectious.”
APPROACH
Step 4: determine how to engage What do people have time for? Respect time
starvation. TMI is not a selling point. Which media would best convey what you’re
about?
Extending your personal brand via social tools
Consider traditional job-hunting SEARCH AND ATTACK!
Spray-and-pray resume blasts Goal: getting a recruiter’s attention Realities
They get hundreds of resumes, sometimes per dayRecruiters not incented to look at every resume Job boards often incented to keep filled positions postedRecruiters turning to Google and contacts
The new jobhunt …is about being found more than busting your way in. The bigger intellectual footprint you have online, the
higher the likelihood of being found by the right people. Be trusted and be recommended, rather than an
intruder on a mission. In the interviewing process, your footprint is
confirmation of trust (or distrust). It seals the deal! My last three jobs came from Google, a conference, and
a blog post!
SUGGESTIONS: bare minimum LinkedIn
Use your Summary well Write everything based on brand traits and messages IMPORTANT: Ask for testimonials
Personal blog Long-form thought about your profession, even if new Written from a “hire me!” perspective
Facebook Personal connections are The Money Keep things mainly professional but show human side
SUGGESTIONS: mo betta Twitter
Short-form thought Carve out time to convey valuable news, events,
insights Slideshare.net
Share your thought leadership with downloadable presentations that convey you and your vision
Trottr.com Voice blogging: let people hear you! Be clear, concise, short and sweet
SUGGESTIONS: extra mile Tumblr/Vox/etc.: repost for SEO BlogTalkRadio: short, tagged, topical
interviews YouTube: video conveys quickly
Use some decent camera skills and audio
Flickr: post your creative work Delicious: helpful bookmarks, not just
everything
Rules of Engagement Be honest above all! Lies will be outed, publicly. Be transparent – offer proof, everywhere Be real and relatable
No need for extra formality Extra informality can torpedo you – worth the risk?
Fluff, glitz and perfection are not required But CLARITY, BREVITY and AUDIBILITY are!
THINK ENGAGEMENT AND DIALOGUE The more dialogue, the more likely you will be found
Spray and Pray approach dressed up as “social media.” This isn’t discussion, this is monologue. Note the # of comments…
DON’T BE THIS PERSON.
But I don’t have time Make time. When jobs are scarce, your
approach will need to change. Why not have a leg up on all the other (even
more qualified) prospects? Spray-and-pray is DEAD. You know it. So
open your mind to you as a valuable free-agent specialist, rather than a peg for a hole.
Consider your lens.Boomers/Tweeners
Trained in formalities
Don’t offend anyone
Be the most acceptable to the largest number of people
Privacy highly valued
Interested in tech functionality but often overwhelmed by speed of change
Don’t do well with chaos
GEN X should consider importance of PROPRIETY when communicating with Boomers
Gen X/Millenials Formalities ignored More interested in finding those
with like minds than worrying about turning off others
Less privacy means more ability to be found
Digital natives – tech is ubiquitous and easy
Have grown up with “random” behavior
BOOMERS should consider importance of AFFINITY when communicating with Gens X, Y
THANK YOU.slideshare.net/weavetwitter.com/weavebranddialogue.com