Personal Branding

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Personal Branding Your Elevator Speech

• Jackie Headland
• Performance Partner
• Helping You To Shine!

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The essential difference between emotions and
reason is that emotion leads to action and reason
to conclusions.Donald Lane (Neurologist)
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What is a Personal Brand?

• Your personal brand is the powerful, clear,
  positive idea that comes to mind whenever other
  people think of you.
• Its what you stand for the values, abilities
  and actions that others associate with you.
• Its a professional alter ego designed for the
  purpose of influencing how others perceive you,
  and turning that perception into opportunity.
• Peter Montoya Personal Branding Guru

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What is your personal brand?

• If I took six people - three business associates
  and three friends locked them in a room, tied
  them to a chair, and injected them with a truth
  serum and said, tell me about
• The first three or four sentences would be your
  brand definition in their eyes.
• Everything you do and say impacts peoples
  perceptions of you. This is your brand.

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• A brand is
• A persons gut feeling about your product,
  service or company.
• Its aim should be that most of your customers
  react similarly. It must be clear, defined and
  invoke strong emotions.

• A brand is not
• A product or service
• A logo this is a symbol of the brand
• A corporate I.D. (brochures, stationery etc.)
  They reflect the brand.

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7 Secrets To Building A CompellingPersonal Brand

• Have a clear vision.
• Create a strong offering.
• Be a personality to remember.
• Know your target audience.
• Presentation, presentation, presentation.
• Deliver what you promise.
• Leave room to expand.

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"Don't look to become a person of success, look
instead to become a person of value ."
Albert Einstein
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What is an elevator speech?

• A brief description of what you do and who you do
  it for.
• It describes how you offer value, benefit, and
  quality to your customer or client.
• It is short and concise. It rolls of your tongue
  naturally.
• It keeps the conversation going.
• It should take 15 - 20 seconds to deliver.

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What is your USP?

• U Ultimate Advantage
• S Sensational Offer
• P Powerful promise

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These Are NOT Elevator Speeches

• My name is Stephen, Im in PR.
• "My name is Joan Danvers and I'm with Devilishly
  Delicious Goodies Gifts."
• My name is Fiona, I sell life insurance and Im
  a financial planner.
• My name is Stewart, Im a consultant.
• My name is Bill, I work for Young Co.
• My company is in electronics.
• Hi, Im Debbie, Im a trainer.

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Adding

• Weve been in business for 20 years and are best
  at
• We do business with hundreds of companies across
  the UK and Europe.
• We meet the highest quality standards
• I provide excellent management development
  training programmes
• How many others do you think have said that to
  the people you contact today?
• They are inwardly rolling their eyes, yawning and
  thinking, SO WHAT! 

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How about these?

• Im Stephen Short, I help small businesses
  improve the way they market and promote their
  products and services so they find more clients,
  close more deals and enhance customer retention.
• My name is Joan Danvers, I can provide you with
  the perfect gift at the perfect time and for any
  occasion without you ever having to leave the
  office."
• My name is Fiona, I help families save money so
  they can pay off their mortgage sooner, buy the
  best education for their children, and then relax
  and enjoy their retirement.

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Or these?

• My name is Stewart, I help companies find ways
  to improve their financial systems so they can
  reduce their costs and expand their profits.
• Im Bill, at Young and Co, we help SMEs save
  time and significantly reduce costs by making it
  easier for them to conduct their business over
  the internet.
• Hi, I market confidence! Im a motivational
  speaker and trainer who helps others to shine up
  their presentation skills so that they
  communicate with clarity and confidence.

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Your Elevator Speech

• What are the things you do for your customers?
• Why do people do business with you? (so that)
• Write your elevator speech out.

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Whats your solution?

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• Ask yourself
• What problem does my product or service really
  solve?
• How can I clearly communicate the solution to my
  prospects?

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• Practice, Practice, Practice.
• Incorporate your elevator speech into everything
  you do voice mail, e-mail, brochures,
  networking, telephone calls.
• Make your elevator speech part of your brand.

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The 12 x 12 x 12 Power Networking Rule
Perception is reality

• How do you look 12 feet away?
• How do you look 12 inches away?
• What are the first 12 words out of your mouth?

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Become a powerful brand

• IQ EQ RQ

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BUILDING YOUR RQ

• EXTRACT Unearth your unique promise of value.
  Learn what is compelling about you.
• EXPRESS Build a communication plan to express
  your brand. Identify the tools that you will use
  to communicate your unique promise of value so
  that you will become consistently and constantly
  visible and memorable.
• EXUDE Manage your brand environment. From your
  desk to your office, your voice-mail greeting to
  your personal image ensure that everything
  reflects your POWERFUL PERSONAL BRAND