Strategic Personal Branding

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Strategic Personal Branding
Get The EdgeinThe Experience Economy
by, Joseph Heller
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OBJECTIVES
Create Awareness On Personal Branding Take Home
Ideas You Can Implement
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The Foundation OfPersonal Branding
P A B R Perception Attitude Behavior
Reality M M M2 R Message Media Market2
Results
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Personal Brands
The Next Revolution! (manufacturing revolution)
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I AM A BRAND!
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Personal Brand Power
Now More than Ever A Brand Equates Greater
ROI/ROE Visibility, Profits, Impact
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Personal Brands
Personal Brands sit at the VERY Pinnacle of
Relationships. If done right once established it
is virtually impossible for any person to Break
the Emotional Dialog, your Brand is communicating
between You and Your Target Market. Joseph
Heller
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Get The Edge!
What Words, Phrases, Emotions Do You Own?
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Be An Orange!
Stand Out In The Barrel Of Apples Be An Sunkist
Orange
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Success Is The ProgressionOf A Worthy Ideal--
Earl Nightingale
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Personal Branding
vs. Personal Development
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Competency Curve
Rise From The Sea of Sameness (vague vs.
specialized)
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Trusted Advisor
(the center of influence)
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The Big Lie!
Weve Been Taught That Information is
Power! Information is NOT Power
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Its not what you are that counts, but what
people think you are.-- Joseph Kennedy
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The Reality
Its NOT That You Have To Think Like A CEO Its
That you HAVE To Be Perceived As A CEO (Jack
Welch to Hugh Heffner)
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Ideal CEO
Jack Welch Anita Rodick Steve Case Herb
Kelleher Lee Iacocca Howard Schultz
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Ideal Sports Figure
Michael Jordan (200) Arnold Palmer Tiger
Woods Hakeem Olajuwon (45)
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Ideal Positions

• Tony Robbins - Stage
• Tom Hopkins - Stage
• Mark Victor Hansen - Stage
• William E Bailey - Stage Mentor
• (co-branded)

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Image Is What They See, A Brand Is What They
Think Feel, It Conveys Ownership!(attract /
repel)
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Personal Branding is a 2-Step Process1)
Strategic 2) Tactical
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3 Definitions Of A Brand
Marketing Investor Personal
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Marketing
A represents a promise, an internalized sum of
all impressions received by clients, resulting in
a distinctive position in their minds eye, based
on perceived benefits that conveys a trust
through the brands personality, an intrinsic
value to the customer. The brand equals the
communication, equals the message, equals the
promise conveyed.
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Investor
A Brand is an identifying symbol, words, or mark
that distinguishes a product or company from its
competitors. It is an intangible asset, a promise
to a market which provides a competitive
advantage. Appears as goodwill on the balance
sheet of the acquirer in the amount by which the
purchase price exceeds the net tangible assets of
the acquired companys brand.
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Personal Brand?
The unfair advantage every individual has by
capturing the value of our Personal
Characteristics, Attributes and Life Experiences
in a package that we effectively communicate to
our audience, leveraging the specific use value
that comes from our Unique TalentTM. (intrinsic
genius)
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What Does a Brand Represent?

• Positive Expectation (benefits)
• Promise to your Market
• Preferred (privileged) Position
• Owns Equity of the Mind
• Highest Level of TRUST
• Unique (cannot be copied)

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Attributes of Personal Brand
Genius Quality Unique Ability/Talent
Experiences (glue) Ancestral or Heritage
Personality or Style Philosophy or Beliefs
Integrity Ethics
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"Experience is knowledge, everything else is
information"-- Albert Einstein
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Experiences
Equate Credibility
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Unique Experiences

• Specialized Knowledge Creates a
• Higher Use Value
• (specialist vs. generalist)
• Ownership, YOU are the
• Undisputed Authority

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Certain Things
Building A Personal Brand is NOT about doing
Certain Things It's about doing Certain Things
in a certain way Communicating Certain Things
In A Certain Way To Certain People
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Story Telling
The vast majority of great leaders in history
have been great Story Tellers Source
Toastmasters International
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Metaphorical Story
A Great Brand is a story thats never completely
told. A brand is a metaphorical story that
connects with something very deep, a fundamental
appreciation of mythology. Stories create the
emotional context people need to locate
themselves in a larger experience. Scott
Bedbury, Creator of Nike Starbucks
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The Brand Dialog
What Does Your External Dialog Say To Your
World? Example Martin Luther King
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BRAND EXAMPLES
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Richard Branson, Virgin
The idea that business is just a numbers affair
has always struck me as preposterous. For one
thing, Ive never been particularly good at
numbers, but I think Ive done a reasonable job
with feelings. And Im convinced that it is
feelings and feelings alone that account for
the success of the Virgin brand in all of its
myriad forms.
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Ralph Lipschitz
What NYSE Company Bears His Name?
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Co/In-Direct Branding

• Oprah Winfrey Dr. Phil
• Harrison Ford Hats
• George Clooney

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Historical Brands

• Davy Crockett, Frontiersman
• Thomas Jefferson, Architect of the Declaration
• Benjamin Franklin, Statesman and Scientist
• George Washington, Father of our Country
• Mark Twain, Originator of American Wit
• Albert Einstein, Original Thinker

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The (Psychological) Ideal
1. A Brand is Unique It Cannot be Copied A
process can be copied once copied it becomes a
commodity Commodity Sales, Marketing,
Advertising 2. A Brand like Matter, cannot occupy
the same space in a persons mind! 3. Conscious
Subconscious Dialog
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Wheaties
The Breakfast Of Champions
Vs. Special K
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One Word
Branding is Summed-up as TRUST
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Reasons Why

• Trust Person
• Respect Person
• Respect Company
• Product Benefits
• Product Price
• 11. Like-ability

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Managing Your Brand
Your Personal Communication Positioning
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Brand Promise
Defines the intended reason mind-share and
emotional benefits heart-share from the brand
consumer's point of view, capturing their
imagination.
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Questions To Answer
1) What emotions will your brand touch? 2) What
expectations will your brand create? 3) What
experiences will your brand provide? The sum of
these questions equals a position in the mind
called brand ownership. You gain preferred status
in their mind and become the choice!
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Jerry Garcia, Ben Jerrys
You do not merely want to be the best of the
best. You want to be considered the only one who
does what you do.
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Brand Identity (the package)
Seeks to articulate one key idea again and again
whatever you do, be sure to communicate your
brand consistently, every time.
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Connection With Market
Personal Brands help YOU make a real connection
with your market so that you earn their business
again, again and again.
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Personal Brands
Establish Authenticity Communicate Value with
Clarity to your Brands Consumers
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Congruency
Jack Welch -- Leadership Nelson Mandela --
Freedom Martin Luther King -- Justice
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ITS ABOUT TIME FOR A BREAK
Sign Up For The Zen _at_ www.samuraigroup.com
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WHY NOW
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Why Personal Branding Now?
Who do you TRUST more? Who is more likely to
do the RIGHT thing? Who is more likely to be
ACCOUNTABLE for their actions? Corporations or
People?
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Drucker Peters
90 of all corporate jobs will change or go away
in 10 years Tom Peters 55 of people in
corporate America will be self-employed in 10
years? Peter Drucker
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Technology vs. People
The Great Crossover (we must take control back)
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Chaos
There will be more confusion in the business
world in the next decade than in any decade in
history. And the current pace of change will only
accelerate.Steve Case, CEO, Time Warner
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Specialize
You MUST be DISTINCT and COMMUNICATE YOUR
DISTINCTION or YOU will be EXTINCT!
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EXERCISES
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Questions To Ponder

• How do people perceive you?
• What does the world think you stand for?
• What is the brand gap between your
• brand's perception and reality?

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Personal Brand
What Words, Phrase or Emotions Are Evoked?
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Language
What Language Are YOU Speaking?
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Unique Packaging

• Can you describe your Personal Brands
• Brand Mission? external, includes clients
• Brand Description? how you are perceived
• Brand Stand for? what are you known for
• Brand Personality? fun, serious
• Brand Packaging? consistent
• Brand Presentation? congruency

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Questions To Ask?

• What business is your Personal Brand in?
• 2) What is superior about the use value
• you offer your brands consumers?
• 3) What differentiates your personal
• brand from those in your position?

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Discovery Questions

• What kind of knowledge do you enjoy acquiring and
• sharing?
• 2) Are your current tasks aligned with your
  lifes goals? How?
• 3) What kind of advice do you give people (inside
  and
• outside) your profession?  
• 4) What kind of advice do others ask you? What
  are
• you known for?  
• 5) What area have you had the most personal study
• (training) over the last 3 - 5 years?

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Who Are You?
What do People Think When They See You? (at a
party)
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Perception Reality
What is the Biggest Misconception About You?
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Brand Wake-up Questions!
Have you ever considered that you are a Brand?
What is your Personal Brand? How would you
define it? What is your perception of your
Personal Brand? What is your markets perception
of your Personal Brand? Define? What is the
reality of these perceptions? How far apart is
the Gap between the Perception (internal) and
Reality (external) of Your Brand? How are you
managing the reality of these perceptions
within your market? How is your Personal Brand
special or distinct? What unique talents do you
have? Is your Brands message aligned and
congruent with your market? How can you
demonstrate that your Personal Brand is
trustworthy? Cool?
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METHODS
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EcoSystem

• The Environment Where a Brand Exists Thrives,
  its Position in the Market
• Ex Intel Microchip EcoSystem (circuit board)
• Whats their Unique Client Advantage?
• The Brand Inside

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3Ms
Message Media Market2 Powerful Brand!
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Wall Of Indifference
Pierce The Veils Of Indifference (dont talk to
strangers)
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Specialize Or Die!
(promote job insecurity)
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Unique Talent
Frank Sinatra Doesn't MOVE Pianos! Unique
TalentTM is the only thing we grow in by Massive
Leaps throughout our life and never become bored
with. Its how we are wired! Its who we are!
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Why Personal Brands Fail

• Ignorance, People FAIL to recognize they are a
  Brand!
• Try to be All Things to all people Need Laser
  Focus
• Fail to tap into their True Passion/Unique
  Talent in Life
• Professionals dont realize their External
  Perception
• Lack of consistency in behavior and image
  portrayed
• Right Message, Wrong Market!
• Fail to recognize Competitors Brand Emotion
• Fail to have a Mentor to Advise them (lone wolf)
  
• Fail to Reposition properly against another
  brand

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Branding Methodologies

• Networking
• Newsletters
• Interest Mail
• Post Cards
• Letter Series
• Testimonial Letters
• Referrals

• Personal Website
• E-Mail
• Multimedia
• Adjunct Professor
• Write A Book
• Networking Club
• Speaker

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Branding Methodologies

• Camera Opportunities
• Calendar Listings
• Endorsement Letters
• 800
• Brochures
• Create A Worthwhile
• Event (Sales Major)

• Testimonials
• Mentoring
• Association Boards
• Community Boards
• Letters To The Editor
• Tips, Trends
• Surveys

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Branding Methodologies

• Alliances
• Joint Ventures
• Co-Branding
• References
• Case Studies
• Stories
• Sponsor An Event

• Press Releases
• Publish Articles
• Write A Column
• Contribute to Pubs
• Radio/TV Interview
• Host Radio/TV Show
• Audio/Video Tape

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Client Case Studies

• Mitch, CEO, Technology
• Georgia, Director, Association
• Phil, NAM, Sales Training
• Paul, Partner, Legal
• Ken, Vice President, Airfield Services
• Dan, CEO, Energy
• Mathis, CFO, Energy

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CONCLUSION
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The Experience Economy

• We live to pay for the experience!
• Coffee Beans Commodity
• 2 cents
• Cup of Coffee Diner
• 50 cents
• Latte Starbucks
• 3 dollars
• Espresso St. Mark's Square, Italy
• 15 dollars

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FUN Brand Names

• Archibald Leech Cary Grant
• Cherilyn Shakisian Cher
• Tom Mapother Tom Cruz
• Bernie Schwartz Tony Curtis
• Margaret Hyra Meg Ryan
• Eugene Orowitz- Michael Landon
• Francis Grum Judy Garland
• Issur Danielovitch Kirk Douglas
• Donald Drumpf Donald Trump

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Last Words
A Personal Brand Must Sincerely Care about
Achieving Destiny! Success means never letting
the competition define you. Instead you have to
define yourself based on a point of view you care
deeply about. Tom Chappell, CEO, Toms of Maine
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Joseph Heller
The Samurai Group713.927.4494 voice joe_at_joeheller
.comwww.samuraigroup.com Take 30 Seconds Sign
Up For The Zen