Personal Branding for Career Mobility
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Transcript of Personal Branding for Career Mobility
1 © 2014 Karen Kang All Rights Reserved!
BRAND YOURSELF TO COMPETE IN A CHANGING WORLD
Karen Kang CEO, BrandingPays LLC @karenkang #brandingpays
2 © 2014 Karen Kang All Rights Reserved!
Changing World ! Competitive forces ! Social media ! Free agent model ! Virtualization of work
To thrive in the new economy, you must brand yourself.
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My Early Brand
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Personal Branding
Branding Marketing Consulting Advertising PR
Journalism
Brand for Different Careers
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My Brand Today
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Reputation
Strategy & Actions
Definitions
Personal Brand
Personal Branding
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Respect
Ecosystem advocates for you
Opportunities Success
Work / Life Enjoyment!
Strong Personal Branding Reaps Rewards
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Be Visible, Known for Value
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Be Your Own Brand Manager
BrandingPays™ System
Positioning Messages Brand Strategy Ecosystem Actions
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Target Audience Need
Competition Your Strengths & Value
What niche can you own?
1. Positioning: Differentiate
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Positioning Statement Goal: __________________________
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For the CTO and Executive Team
Positioning Statement (Example: SW Engineer)
Who require industry-wide adoption of our technology to realize the corporate visionI am an open source software visionary with a proven track record of industry leadership and execution
Who can accelerate industry adoption and standardization around our technology
Unlike other open source developers, I can deliver technology initiatives and drive open source projects that further corporate objectives
13 © 2014 Karen Kang All Rights Reserved!
• I’m Jane Doe with ABC Inc., a biopharmaceutical company. Creative problem solving has helped me become a top producer in sales.
10-seconds (What I Do)
• What motivates me is innovating to solve challenges that physicians face in the treatment of their patients.
30-seconds (Context and Value)
• I’ve developed a creative process to identify and treat Hepatitis C patients in local health systems, working closely with emergency rooms.
• For the last four years, I have been a top 10% producer nationally.
60-seconds (Evidence)
Sample Elevator Pitch
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10-seconds (What You Do)
30-seconds (Context and Value)
60-seconds (Evidence)
Elevator Pitch - Practice!
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What will they remember about you?
2. Messaging: Be Clear
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LinkedIn Examples OLD HEADLINE DESCRIPTIVE HEADLINE Partner, ABC Partners Partner in Major Accounting Firm |
Corporate Audit Expert | Speaker
Programmer, Apps R Us Front-End Web Developer | Mobile User Experience
CEO, Little Co. Inc. Cloud Software Entrepreneur | Social CRM | Big Data Analytics
Intern, Wood Bee Ltd. Marketing Intern | Customer Research | Social Media Campaigns
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3. Brand Strategy: Bake the Cake, then Ice It
Cake = Rational value
Icing = Emotional value
CAKE + ICING = STRONG BRAND
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Brand Promise
Define Your Brand Strategy
Core Values
Strengths
Personality
Image
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Be True to Your Brand: Thought, Word, Deed & Image
Photo credits: Oprah Winfrey photo via hiphopchronicle.com, Richard Branson photo via womensconference.org, Sheryl Sandberg photo via www.guardian.co.uk
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What’s Your Cake and Icing?
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! 90/10 rule ! Help influencers
brand you ! Relationships
are key
4. Leverage Ecosystem
Global Leadership
Potential Clients
Online and Offline Media
Professional Associations
Complementary Service Firms
Personal Network
Key Customers
Partners
BP
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5. Take Action to Build Brand
! LinkedIn: For Career Opportunities ! Build out profile with great photo, strong headline,
summary, recommendations, groups, updates
! Twitter: Be and Be Seen as an Expert ! Post on area of expertise; your own ideas and
curate others’ relevant blog posts; share & converse.
Educate and Engage Ecosystem
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Leadership Branding Scorecard Score
1. Strategic Thinker (See big picture, frame issues quickly) 2. Inspiring Manager (Inspire others to higher performance)
3. Unique Vision or Big Idea
4. Clear, Persuasive Communication
5. Influencers Advocate for You
6. Emotional Intelligence (Empathy, cultural understanding) 7. Presence (Project confidence, command respect)
8. Attractive and Likeable Personality
9. Social Skills (Connect & converse easily)
10. Professional, Modern Image (Hair, Wardrobe, Accessories)
Actions to Improve
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! Monitor your online brand ! Help influencers brand you
! Are you engaging?
Portable Branding
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! Be an expert ! Leverage content
! Ecosystem validation
! Give back ! SMILE
Ideas to Brand Yourself
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Guide Your Brand, or Be Branded by Others
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Go for it!
Go for it!
Take Charge of Your Brand
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Go for it! Coming January 2013!
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Connect with Me!
Facebook.com/BrandingPays
LinkedIn.com/in/KarenKang
@KarenKang