Personal branding

© 2010 Harvest Consulting LLC

Your Personal Branding

Scott Jacobs, CEO – Harvest Consulting



1st Question

Why is Jacobs speaking tonight on?



Possible Reasons to Believe

Approximately 30 years experience & success in Sales, Mgmt, Branding, and Marketing

Started 3 small businesses, and have worked in large and small

Currently own 2 small businesses, serving small business clients


Your Personal Branding Possible Reasons to Believe

Professional affiliations

Board of Directors – Cincinnati Chapter of the American Marketing AssnRaised nearly $60,000 in 3 yr period vs. $8,900 in previous 6 years

Board of Directors – Beech Acres Parenting Center


Some Clients I Have Served


Objectives


• Developing a personal brand/value proposition statement

• Using the value proposition statement to communicate your value and possibly modify your elevator speech


What does the word ‘brand’ mean to you?

How do you define the word brand?



Definition: brand


The promise to the consumer


(Positioning Exercise)Easy to Use computer, for the cool crowdPerformance for driving enthusiastsSoftness (tissue paper)Authentic, Real, OriginalGuaranteed next day deliveryWholesome family entertainmentImproving the quality of lifeStrength (think household product)Accepted everywhereSafety on the roadFor the youthful, hip generation (drink)Pure, clean, natural soapNutritious, low-fat, low-calorie food


(Positioning Exercise)

Easy to Use computer, for the cool crowd



Performance for driving enthusiasts



Softness



Authentic, Real, Original


What’s in a Name?

Question:

What is the second

most recognized

word on the planet?…


What’s In a Name?

Answer:



Guaranteed next day delivery



Wholesome family entertainment



Improves the quality of life



Strength (think household product)



Accepted everywhere



Safety on the road



For the youthful, hip generation (drink)



Pure, clean, natural soap



Nutritious, low-fat, low-calorie food


Positioning StatementSometimes called a “brand character” statement

Try to build in human qualities to help communicate who and what your brand represents

This soap brand is a heroic ally that provides absolute protection for the family from undesirable/harmful forces (germs)


Personal Value Proposition Statement

Definition:

Clear and specific statement about the tangible benefits of what you offer to a new employer.


Developing a Value Proposition Statement

The statement should answer these questions:

"Why should I hire a financial executive?” as well as

"Why should I hire you?"



For (target employer)

Who (statement of the need or opportunity)

Our Product (product/service category)

That (statement of benefit)

Unlike (primary competitive alternative)

Our product (statement of primary differentiation)


Developing a Value Proposition Statement ExampleMiller Lite isFor beer drinkers (target customer)

Who want to cut calories but maintain the taste (statement of the need or opportunity)

Miller Lite is a light beer (product/service category)

That tastes great (statement of benefit)

Unlike Budweiser Light (primary competitive alternative)

Miller Lite has the same number of calories with a far better taste

(statement of primary differentiation)



How to use it!

Tagline:

Miller Lite is the great tasting, less filling beer…

Tastes great! Less Filling!



How to use it! (Case History)



Here’s Another Example…

Flaming Medusa Studios delivers animation, illustration, concept art, storyboarding, character design, and branding for art and animation buyers who want distinct personality, impactful imagery, and experienced animation productions.

Unlike large studios that are mired in bureaucracy, managed by highly paid producers who have unreasonable expectations, make uneducated decisions, and focus on the short term, Flaming Medusa offers the accessibility, adaptability, efficiency, and flexibility found only in a smaller company.

Utilizing outside the box creative solutions combined with state-of-the-art animation techniques (stop motion, traditional, developing technologies and processes), Flaming Medusa creates meaningful mythology and promises to make every one of our client's productions legendary.



About Flaming Medusa StudiosAt Flaming Medusa Studios, we believe that mythology is important for any business or production. The development of a mythology creates a face, personality, roots, and reputation for your audience to identify with and fall in love with. It is the magical process that takes the glimmer of an idea and gives it form, makes it solid, makes it real and tangible. It is only through form that we are able to affect and impress others.



We create legends


Step 1 - Conduct some marketing research

PurposeFind out what others say about you

Query past people you worked closely with: • What did they like most about working with you?• What are your 2-3 qualities that stand out most for them?



Step 2 – Consider assessment testing

PurposeUse tools to better understand yourself, strengths, etc.

• PMAI (Pearson Marr Archetype Indicator)- The Jester, The Sage, The Ruler

• StrengthsFinder- Adaptability, Positivity, Input, Futuristic, Maximizer



Harvest Consulting Value Proposition Statement

Harvest Consulting provides expert strategic marketing consulting services for companies that have revenue between $5mm and $25mm, that need to increase sales and market share. Using a blend of primary and secondary marketing research, trend analysis, and competitive intelligence, we form the foundation for creating or refining a sustainable competitive advantage and differentiated corporate identity and brand position. Unlike advertising agencies or big box consulting firms, Harvest Consulting stays on board and personally implements the strategies.


Your Personal BrandingContact Information

513.271.5630 (office)513.373.6972 (cell)[email protected] – harvestconsultwww.harvestconsultingllc.comthebriefcaseproject.com

mailto:[email protected]

http://www.harvestconsultingllc.com/

Personal branding

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