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Unlock your potential
Rebecca OkamotoFounderEvoke Strategy Group
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I’m on a mission to help people be
better recognized
IdeasPotential
Achievements
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Land their next job
I help worried job hunters quickly and confidently
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Personal Branding Basics: 5 ways to introduce yourself perfectly in 20 words or lessLinkedIn for Brand Building: Attract interest and promote your qualifications on LinkedIn Compelling Resumes: Showcase who you are and why you’re the ideal candidate to hire
Resume, LinkedIn and Personal Brand Essentials
T h e J o b H u n t e r ’ s B o o t c a m p
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What you’ll learn today
• Recognize what makes an effective person brand introduction
• Walk through the steps to create a personal brand introduction in 20 words
• Learn 5 ways to introduce yourself perfectly in 20 words or less
• BONUS: Explain who you are and what you do in 15 seconds
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First impressions matter
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BUT…you only have
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Are you really ready to answer the question:
What do you do?
People judge our credibility in
milliseconds
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A brand is a reason to
choose
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Personal^
You
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She was chosen!
Before
A dedicated and detail oriented individual seeking to grow in the sales and marketing segment of the hospitality industry. More than 5 years experience in customer service and team environments. Excels at managing multiple tasks, and working in high-pressure settings. Holds a diverse background of experience in various industries, and consistently searching for ways to improve, learn and work towards reaching goals
After
I love making people feel at home and turning visitors into loyal guests.
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A great personal brand
Gives you
FOCUS
Givesyou
PURPOSE
Gives your audience a
REASON to choose you
Gives your audience yourMESSAGE
to share
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3 Personal Branding Myths
All encompassing Single Brand
No changes allowed
One shot to connect
Put the RIGHTfacet forward
Be consistent, not concrete
Attract them to engage with them
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AttractYour audience’s attention
4 Guidelines toLesson One
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Guideline 1:
Be simple
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8 secondsYou have
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The brain doesn’t
remember
Detailsin 8 seconds
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The brain instantly remembers the
FIRSTimpression
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The brain instantly remembers the
Topline“Best dim sum
in the East Bay”“Best noodles in
the east bay”
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Your personal brand is the
ONE impressionyou want people to remember and share
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BEFORE
• I’m six-sigma certified with over fifteen years of experience in DP/S&OP, Channel Operations and Order to Cash in Gillette, P&G and Microsoft. Am passionate about statistics and process driven analytics that improves margins and cash flow. Have delivered strategic go-to-market initiatives in the region resulting in market share gains
AFTER
• I tell stories with data that turn forecasts into actionable and profitable insights
Demand ForecasterWhat’s your impression?
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Goal 1Assess your
message’s simplicity1. Look at your resume, LinkedIn profile and bio.
• Rate it’s simplicity – 5 complex, 1 concise• What could you improve?
2. What ONE impression would you like to leave with a potential client?
3. List 5 skills you are known for• Why are each of these skills important to
a potential client?• How would their life or business improve if
you applied your skill?• For each skill, identify the type of client
who would BEST benefit from this skill
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Give your audience a reason to choose you
Guideline 2
Explain how you Add value
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About MEI’m an award winning, best selling author
About ME & About YOU
About ME & About YOUI help new authors get published faster
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“Tell stories with data” “Actionable & profitable”insights
Forecaster’s brand headline What’s the benefit for his GM?
Transform forecasts
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Benefit = Value
• Is NOT your skill or expertise• Is something your audience
values in the currency they measure success against
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Convert your background into a benefit
Expandglobal
portfolio in less time
Fast, practical solutions and visible results
in 30 days
Transformideas into
ready-to-launch products before the competition
Fund topline growth
without additional
investments
GlobalExperience=
ExperienceKnowledge=
ResponsiveAgile=
Great atSaving $=
Tell your audience what they get from your background
Grow ahead of the industry by growing repeat business and upselling new
services
BuildingRelationships=
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Goal 2Convert your background
into benefits1. Look at your 5 skills from the exercise in
guideline one. 2. Identify a target audience you’d like to attract
who would benefit from the skills3. What are their goals or problems? Why would
you be of interest to them? 4. Convert your skills into a benefit your target
would want5. Recommended: Review with a colleague and
get their input on clarity and fit.
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You only need
ONE benefit to attract interest
Guideline 3
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RIGHT facetforward
Personal brandingis putting the
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TargetWhat’s important
to them
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“Tell me more”They’ll say,
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hammer my point
I used to
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Dumping information is NOT Better
2 Weeks… cricketsI know how much ACME CONSULTING does for people in their careers and through transitions. In the early 90’s I was a HR manager at a P&G plant and selected ACME to work with my organization. I’m a big believer in equipping people with tools to turn their potential into personal professional and business success.
I’m a career and communications coach, and I help people with something to say, but struggle to say it. My workshops help people introduce, network and promote themselves with more confidence and success.
I focus on practical tools to get fast, visible results.
2 Hour Response
I’d like to show you how my workshop can grow your client base or expand opportunities for re-engagement.
I know about Acme
I used Acme This is what I
believe…My personal brand is … My workshop
does…
I have fast, practical tools
The ONE Hook secret:Link your solution/topicto THEIR CRITICAL need
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Focus on what’s Everything you can do
What they believeabout your kind of
solution
There are many valid and relevant concerns:
ScopeCost
Competitive advantageQualifications
What’s top of mind
To capture their attention:
You must FIRST link your solution to what’s MOST meaningful to
them
Top of Mind
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I can help your clients with
personal branding
“My clients need job hunting help
and I want to offer unique solutions
that work”
Meh. 20 words don’t matter.
We have something similar
I just lost a client that brought in
30% of my revenueI’d like to show you how
my workshops can help you attract new clients or re-engage current ones
I can teach your clients to introduce
themselves in 20 words or less
Tell me more
Address what’s
Top of Mind
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20 wordsThe right
Will make more impact than 20 bullet points or
20 minutes of talking
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Goal 3Link ONE benefit to ONE goal or problem that’s top of mind
1. Look at the client from Goal 2. Where can you find information about them?
2. Research their business objectives, goals, strategies, pain points, gain points and personal rewards
3. Based on your research, identify the 3-5 top of mind problems or goals that you are most qualified to solve
4. For each top of mind problem or goal, match ONE skill or benefit of yours
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Be clearNOT clever
Guideline 4
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How to say who you are and what you do in
20 words or less
How to develop a personal brand that ignites you and
excites others
I learned the hard way
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I help new entrepreneurs manage, market and grow
their businesses
I help operationalize small businesses
Use the language your audience uses
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I help fast growing brands become household names
I help companies grow from obscurity to relevancy
Don’t be tone deaf
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What does your listener say? This is their problem language
Bragabout
Obsessabout
Excited Worryover
Frustrated
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BEFORE
• I partner with your IT decision makers to lead the analytical thinking process to give you choices for what you buy or build with 3rd party suppliers help
AFTER
• I help companies select the best IT products and services for the best value
IT Procurement Consultant
Test your headlineIs this what they’re focused on
and how they would say it?
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Goal 4Identify their problem
language1. Look at what you identified as top of mind
from goal 32. Continue to research your target audience
• Interview them or people like them• Review posts, blogs, articles, interviews,
videos, job descriptions for their problem language
3. Imagine what your target audience says when they’re frustrated, excited, bragging. What are they obsessed over or worried about?
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Step by step: How to introduce yourself
perfectly in 20 words
Lesson TWO
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Let’s do an exercise to highlight the steps
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YOUDiversity & Inclusion Expert
Fast, practical tools to create corporate cultures where people of all backgrounds
thrive and grow
Track record of reversing attrition, and growing talent among diverse talent pool
Successfully leveraged ERG’s to accelerate organization goals
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Picture a specific person to pitch to
Step 1
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personaof your target
audience
They are a
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Your focus will be
sharper-------------
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What’s her role?Where does she work?What does he believe?What’s her blind spot?How does her thinking
need to change?What’s he worried
about?
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YOUDiversity and Inclusion Expert; Specialize in
ERG’s and small groups development
THEMHR VP
Fortune 500 CPG
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Step 2: Build their profile
ResearchIndustry trendsCompetitive trendsConsumer trendsInnovation trends
LinkedIn profileRole postingsBusiness structureRecent articles
Industry Gain PointsPain PointsWho
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Step 2: Build their profile
Gain PointsIndustry Pain PointsImplement more robust ERG’s
Introducing mentoring programsOffering cross cultural training
VP HR, Packaged Foods + Snacks | Midwest Co20+ years Food/Bev +
CPGRewarded for: Attract and retain top talent. Organization
development. D&I targets. Morale. Traditional metrics
Goals: Right people to reverse declining biz trends. Acquire
niche brands. Better productivity with diverse
culturesOrg preference:
More casual. Flatter; Faster;
Package Food is declining; Acquisitions increasingConsolidations is growing
Traditional systems. Culture clashes. Losing top talent to start ups. Lots of changes
Competition:Fighting for same labor pool. Millennial incentives.
Integrating acquisitions that have different expectationsUnable to attract Millennials and post millennials to HQWidening gap between younger workers and bosses
Retention issues Low Morale hurting business
Bob M
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BusinessObjectives
Rewarded for
GainPoints
Pain Points
Step 3: Identify what’s top of mind
1. Attract and retain top talent
2. Organization development
3. D&I targets 4. Morale5. Traditional
improvement
D&I + ERG Expert | Audience: Bob, VP HR CPG, Packaged Foods; Traditional; Declining Industry; Culture clashes; Acquisitions; High attrition; Morale problems
1. Right people to reverse declining biz trends.
2. Acquire niche brands.
3. Better productivity w/ diverse cultures
1. Implement more robust ERG’s
2. Introducing mentoring programs
3. Offering cross cultural training
1. Integrating acquisitions with different expectations
2. Unable to attract Millennials and post millennials to HQ
3. Widening gap between younger workers and bosses
4. Retention issues and morale hurting results
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Step 4: Prioritize where you can help based on your strengths
Strengths: • Fast practical tools to create cultures where
people of all backgrounds thrive and grow• Track record of reversing attrition, and growing
talent among diverse talent pool• Successfully leveraged ERG’s to accelerate
organization goalsBusiness
ObjectivesRewarded
forGain
PointsPain Points
1. Attract and retain top talent
2. Organization development
3. D&I targets4. Morale5. Traditional
improvement
1. Right people to reverse declining biz trends.
2. Acquire niche brands.
3. Better productivity w/ diverse cultures
1. Implement more robust ERG’s
2. Introducing mentoring programs
3. Offering cross cultural training
1. Integrating acquisitions with different expectations
2. Unable to attract Millennials and post millennials to HQ
3. Widening gap between younger workers and bosses
4. Retention issues and morale hurting results
D&I + ERG Expert | Audience: Bob, VP HR CPG, Packaged Foods; Traditional; Declining Industry; Culture clashes; Acquisitions; High attrition; Morale problems
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Step 5Frame their mindsetImagine what they’re saying
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Oh no.. We lost another new hire
Ugh. THOSEacquistion people
are upset. Again.
WHO keeps complaining on
Glass door?!
Is there something ERG’s can do to help?
Sigh. Why can’t the traditional managers
loosen up?!
We NEEEED more people to fuel
innovation
Seriously. Did you see what managers want NOW for benefits?
AHHHH!!!!ANOTHER person quit
We have to do something.
NOW.
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Step 6: Identify different ways to link one benefit to one top of mind goal or problem
I help [target audience] do [statement of need] to achieve [statement of benefit]
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Here’s how to link one benefit to one top of mind need
• I help Packaged Food companies worried about integrating acquisition employees, create a culture where everyone can contribute and thrive.
• I help Packaged Food companies worried about millennial employee retention, launch ERG’s that build engagement.
• I help Packaged Food companies focused on new manager retention, develop mentorship programs that build engagement.
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Step 7: Pick the best strength for the situation that solves what’s top of mind
I help Packaged Food companies focused
on millennial employee retention and morale,
launch ERG’s that build engagement and
reverse attrition.
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Step 8:Simplify or customize
for the situation
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If you start with a persona…it’s easy to simplify or customize
I help [CPG’s] + [worried about retention
and morale] + [create programs that
build engagement and reverse attrition.]
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If you start with a persona…it’s easy to simplify or customize
I help [companies] + [competing for
resources with the tech industry]
+ [create programs that build engagement
and reverse attrition.]
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-------------Identify a
persona and do your
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Want to target what’s top of
mind?
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Summary1 Identify a target audience to use as a persona
8 Simplify or customize for the situation
7 Pick the best strength for the situation that solves what’s top of mind
6 Identify different ways to link ONE benefit to ONE top of mind goal or problem
5 Frame their mindset by imagining what’s going through their mind
4 Prioritize what’s top of mind based on your strengths
3 Identify what’s top of their mind
2 Build their profile
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Goal 5Create your first headline1. Use the information from Goal 3:
• Identify one type of client you’d like to attract. Where can you find information about them?
• Research their business objectives, goals, strategies, pain points, gain points and personal rewards
2. Build their profile3. Frame their mindset4. Identify different ways you can offer one benefit
to solve what’s top of mind5. Test them to identify the best link between your
skills and solutions and what’s top of mind
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5 ways to introduce yourself perfectly in
20 words(or less)
Lesson Three
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Benefit
I help [target audience] do [statement of need] to achieve [statement of benefit]
I help HR departments design and launch ERG’s that can make a meaningful difference within 90 days
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Differentiation
I help [target audience] do [statement of need or opportunity] through [differentiator]
Targeted: I help HR VP’s with tight budgets, make fast, visible progress with morale by creating small groups and
mentorship programs
General:I help companies make fast, visible progress with morale
by creating small groups and mentorship programs
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Breakthrough
I help [target audience] achieve [something they want] without [negative consequence]
I show HR departments how to rapidly reverse new employee attrition rates without launching
expensive and time consuming programs
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Transformation
I [transform�translate�convert a problem] through [differentiator]
into [something aspirational]
I help ERG’s with limited resources, bootstrap their launch and make fast, visible progress within 90 days
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Fix a problem
I help [target audience] + [fix their problem]
I help companies in rapid hiring mode, quickly improve new employee retention,
engagement and morale
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General
I’m a D&I expert, and I specialize in rapidly improving retention and morale without expensive
and time consuming programs
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Summary
Differentiation: I help HR VP’s with tight budgets, make fast, visible progress with morale, by creating small groups and mentorship programs
2
1 Benefit: I help HR departments design and launch ERG’s that can make a meaningful difference within 90 days
5 Problem Solver: I help companies in rapid hiring mode, quickly improve new employee retention, engagement and morale
4 Transformation: I help ERG’s with limited resources, bootstrap their launch and make fast, visible progress within 90 days
3 Breakthrough: I show HR departments how to rapidly reverse new employee attrition rates without launching expensive and time consuming programs
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Can your audience
repeat it after hearing it once?
Test your headline
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Goal 6Refine your headline
1. Continue to focus on the one type of client you want to attract
2. Choose the template(s) that best suits your capabilities
3. Test your introduction on a colleague – did they understand after you said it once?
4. Continue to edit and simplify until it can be easily understood
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BONUSGrab their attention: Explain who you are and what you do in
15 seconds
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Say your name and role
Give your headline in20 words or less
I’m Rebecca Okamoto and I’m a D&I expert.
Explain 1-3 things to help them picture how their
life will change
I show them how to bootstrap programs for ERG’s, mentorship and small groups, and make a visible difference in 90 days.
What to say How to say it
Got 15 seconds? Explain how their life will be different
I specialize in helping businesses rapidly improve retention and morale without expensive and time consuming programs.
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PracticePracticePractice
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SpeakOut loud and edit
Recordyourself
AskFor feedback
Just do itAnd get better at it
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What we covered in bootcamp: Today
Overview: Personal branding basicsLesson One – Make a great first impression: 4 guidelines for a memorable introduction
• Be simple
• Explain how you add value
• Use ONE hook to capture and keep attention
• Be clear, not clever
Lesson Two and Three – Create your 20 word introduction
• 5 ways to introduce yourself perfectly in 20 words or less
• Bonus: Catch their attention in 15 seconds (explain who you are and what you
can do)
Homework– Create your 20 word introduction• Develop your unique headline
• Develop headlines using as many of the 5 templates as you can
• Send to me before the next class
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Visit my blog https://evoke.profor career and communication insights
Unlocking the potential of people and ideas
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Text 44222Type MYBRANDBUILDER[one word; no spaces]
Input your emailyourname@email.com
Want to be notified of the pilot