Personal Branding for PSG Professionals

“Your brand is held in the hearts and minds of those around you.”

- William Arruda

Are Résumés Obsolete?

• Résumés are becoming less important in getting appointments for interviews.

• Résumés will remain important to help validate what your other means of communication say first.– Letters of introduction– Professional networking– Blogging and blog commenting– Social network presences– Personal branding

The Power of a Personal BrandWhen dozens of qualified professionals compete for every opportunity, a Personal Brand is what makes a few stand out from the many.

A Personal Brand clarifies and communicates the strengths, values, and passions that make you uniquely valuable to potential employers and clients.

A Personal Brand does more than help you stand out from your competitors. It helps you identify and target the opportunities that fit your strengths, values, and passions.

What a Personal Brand Is NOT

• A Personal Brand is NOT a collection of generic statements, such as:– Results oriented or driven– Excellent communication skills– Team player– Ability to work with varying levels of staff– Strong work ethic– Proven track record of success– Met or exceeded expectations– Strong computer skills

What a Personal Brand IS

• A Personal Brand is the unique combination of professional qualifications and personal qualities that always come to mind when someone thinks of you.– I help individuals and companies make the most of talent. I

work as a part of the team. I am a straight shooter who isn’t afraid to have the tough conversations. I also believe that people are more capable and valuable than they often give/get credit for. My method marries the sublime with the systematic — allowing for creativity and change with a strong focus on foundation and implementation.

• Source: Kristi Daeda’s Professional Powerhouse Blog

What Is Kristi Daeda’s Personal Brand

• What does she do– I help individuals and companies make the most of talent.– I work as a part of the team.

• What are her personal qualities and values– I am a straight shooter who isn’t afraid to have the tough

conversations.– I also believe that people are more capable and valuable than they

often give/get credit for.

• What is unique about what she does and who she is– My method marries the sublime with the systematic — allowing for

creativity and change with a strong focus on foundation and implementation.

Adding a Unique Selling Proposition

• Your Personal Brand should include an implicit Selling Proposition “Hire me, and you will get this specific benefit."

• Your Selling Proposition should be unique, one that competitors cannot or will not offer.

• Your Selling Proposition should be tailored to each opportunity.

Another Example

• I try to exemplify the difference between a “trusted advisor” and a trustworthy advisor.

• I integrate analysis, intuition, and cultural awareness to solve complex, sensitive business problems, and help senior executives make better technology investment and management decisions.

• I provide expert, unbiased advice, with no self-interest attached, on cost control, quality assurance, risk management, culture change, and business strategy alignment.

What Is THIS Person’s Personal Brand

• What does he do– Solve complex, sensitive business problems– Help senior executives make better technology investment and

management decisions.– Provide expert, unbiased advice on cost control, quality assurance, risk

management, culture change, and business strategy alignment.

• What are his personal qualities and values– Try to exemplify the difference between a “trusted advisor” and a

trustworthy advisor.

• What is unique about what he does and who he is– Integrate analysis, intuition, and cultural awareness– No self-interest attached

Tools of the Trade

• Business card: should reflect your branding statement• Resume: Multiple formats – chronological, functional, even video• Cover Letter/references document: more useful than a résumé. • Portfolio: if applicable, a great way to showcase your work• Blog/website: Update regularly to display your expertise AND keep

your SEO rank higher• Social Network profiles: LinkedIn, Facebook, Twitter, others – but

keep them in sync• Wardrobe: Adopt a consistent style that best represents you both

online and in-person• Email address: Google GMAIL may be the best bet for its integration

with social media. Use firstname.lastname@gmail.com.

Breakout