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Kauhi road map to personal branding

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GeCo in the Rockies

The document discusses personal branding and provides steps to develop a personal brand. It defines personal branding as a combination of one's image and reputation similar to a company brand. An important part of personal branding is developing a brand story that communicates one's value to their audience and their unique promise. The document encourages attendees to take steps like updating their LinkedIn profile and sharing their brand story to help promote their personal brand.

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Mapping Your Unique Value: A Roadmap to Personal Branding Tonya Kauhi September 25, 2014 | GeCoin the Rockies 2014
Presentation Overview •Introduction •Personal Branding 101 •Components of a Personal Brand •How to Start Creating Your Brand Story •Next Steps
Meet GeoEngineers Earth Science and Technology Experts Trusted advisors to clients who manage natural resources and the built environment. We find a better way to apply earth science and technology to improve the world we live in.
Personal Branding 101 •What is a Personal Brand? •Why is a Personal Brand Important? •How can a Personal Brand work for you?
What is a Personal Brand? A personal brand is similar to a company brand, and the two can be connected. Like a company brand, a personal brand is a combination of your image and your reputation. "A brand is what people say about you when you are not in the room” –Jeff Bezos, CEO Amazon
Why is a Personal Brand Important? You have a brand, whether you know it or not. Your personal brand influences: •How you are perceived •Opportunities •Prospects
How can a Personal Brand work for you? •Through personal branding, you can control your brand! •Focus connections and opportunities to your strengths and interests •Weed out dead-end prospects and distractions
Personal Brand Considerations •What are the key attributes that describe you? •What distinguishes you from your colleagues? •How can you develop brand advocates, and where do you tell your brand story?
Elements of a Personal Brand Three major components: •Who you are or Persona •What you bring to the table or Promise •Communication of your value or Promotion
Persona •A persona describes who you are and the qualities that make you, you. •A persona includes your: ─Attributes, ─Characteristics, ─Vision and ─Values. "There are three things extremely hard: steel, a diamond, and to know one's self.“ -Benjamin Franklin
Persona –What Are Some Key Attributes?
Persona –Where to Start? •What are your strongest attributes? •What am I passionate about? •What motivates me?
Promise It is your unique value. It is what sets you apart.
Promise How does someone benefit from working with you? •Do you offer unparalleled quality? •Do you provide quick turnarounds? •Do you enjoy solving complex problems?
Promise –Where to Start? •What makes me unique? •What results do people experience when working with me? What can I help others to achieve? •What personality characteristics make people interested in me?
What is a Brand Story? A personal brand story is a short pitch (1-3 sentences) that communicates your value (what you are the best at), your audience (who you serve), and your promise (how you perform your value uniquely). A brand story can help create memorable interactions
How to Create Your Brand Story? •Define your target audience or ideal client base •Define a value statement by focusing your key attributes and persona •Define a promise that you can achieve by applying your unique value •Combine these elements to create a narrative that tells others about you!
What Makes a Great Brand Story? •Memorable •Authentic •Gives specific examples •Combines logic and emotion •Provides attributes that make you unique and valuable
My Brand Story Example •Audience ─Potential clients with data quality and access issues. •Persona ─Attributes: Dedicated, innovative, organized, reliable •Promise ─Unlike other GIS Architects, I put business needs first and technology second. I am motivated by finding better ways and improve business workflows.
My Brand Story Example "I love helping my clients improve their business processes and do their job more efficiently. (Persona) I provide value by truly understanding their business needs and implementing the best solution for those needs. (Promise) I recently helped an international mining company standardize data management workflows and centralized water quality data. This project improved the client’s data access time from 2 months to minutes.“ (Example)
Promotion –Tell Your Brand Story Common Misconceptions about self promotion: •You should only self-promote during performance reviews •My boss will promote me and my work •Talking about myself makes me feel uncomfortable •More is better
Promotion –Tell Your Brand Story •Online •Conferences •Present and Attend •Blog •Articles •Volunteer •One on one conversation •Interest Groups •Live It!
Next Steps Three Things you can do today! 1. Create, update or complete your LinkedIn Profile 2. Share your brand story with someone you just met. 3. Send the Survey (Personal Branding Assessment Questionnaire) to 3 coworkers or colleagues.
Thank You for Attending! •Tonya Kauhi, Senior GIS Architect ─(253) 722.2424 ─tkauhi@geoengineers.com
References and Resources •Tom Peters! http://tompeters.com/ •“The Brand Called You”, Tom Peters, http://www.fastcompany.com/28905/brand-called-you •Branding Pays http://brandingpays.com/ •Smarter Networking http://www.smarter- networking.com/main/index.php •Reach Personal Branding http://www.reachpersonalbranding.com/ •Training, Coaching and Speaking Services, Pat O’Malley http://arrowleaf.net

More Related Content

Kauhi road map to personal branding

  • 1. Mapping Your Unique Value: A Roadmap to Personal Branding Tonya Kauhi September 25, 2014 | GeCoin the Rockies 2014
  • 2. Presentation Overview •Introduction •Personal Branding 101 •Components of a Personal Brand •How to Start Creating Your Brand Story •Next Steps
  • 3. Meet GeoEngineers Earth Science and Technology Experts Trusted advisors to clients who manage natural resources and the built environment. We find a better way to apply earth science and technology to improve the world we live in.
  • 4. Personal Branding 101 •What is a Personal Brand? •Why is a Personal Brand Important? •How can a Personal Brand work for you?
  • 5. What is a Personal Brand? A personal brand is similar to a company brand, and the two can be connected. Like a company brand, a personal brand is a combination of your image and your reputation. "A brand is what people say about you when you are not in the room” –Jeff Bezos, CEO Amazon
  • 6. Why is a Personal Brand Important? You have a brand, whether you know it or not. Your personal brand influences: •How you are perceived •Opportunities •Prospects
  • 7. How can a Personal Brand work for you? •Through personal branding, you can control your brand! •Focus connections and opportunities to your strengths and interests •Weed out dead-end prospects and distractions
  • 8. Personal Brand Considerations •What are the key attributes that describe you? •What distinguishes you from your colleagues? •How can you develop brand advocates, and where do you tell your brand story?
  • 9. Elements of a Personal Brand Three major components: •Who you are or Persona •What you bring to the table or Promise •Communication of your value or Promotion
  • 10. Persona •A persona describes who you are and the qualities that make you, you. •A persona includes your: ─Attributes, ─Characteristics, ─Vision and ─Values. "There are three things extremely hard: steel, a diamond, and to know one's self.“ -Benjamin Franklin
  • 11. Persona –What Are Some Key Attributes?
  • 12. Persona –Where to Start? •What are your strongest attributes? •What am I passionate about? •What motivates me?
  • 13. Promise It is your unique value. It is what sets you apart.
  • 14. Promise How does someone benefit from working with you? •Do you offer unparalleled quality? •Do you provide quick turnarounds? •Do you enjoy solving complex problems?
  • 15. Promise –Where to Start? •What makes me unique? •What results do people experience when working with me? What can I help others to achieve? •What personality characteristics make people interested in me?
  • 16. What is a Brand Story? A personal brand story is a short pitch (1-3 sentences) that communicates your value (what you are the best at), your audience (who you serve), and your promise (how you perform your value uniquely). A brand story can help create memorable interactions
  • 17. How to Create Your Brand Story? •Define your target audience or ideal client base •Define a value statement by focusing your key attributes and persona •Define a promise that you can achieve by applying your unique value •Combine these elements to create a narrative that tells others about you!
  • 18. What Makes a Great Brand Story? •Memorable •Authentic •Gives specific examples •Combines logic and emotion •Provides attributes that make you unique and valuable
  • 19. My Brand Story Example •Audience ─Potential clients with data quality and access issues. •Persona ─Attributes: Dedicated, innovative, organized, reliable •Promise ─Unlike other GIS Architects, I put business needs first and technology second. I am motivated by finding better ways and improve business workflows.
  • 20. My Brand Story Example "I love helping my clients improve their business processes and do their job more efficiently. (Persona) I provide value by truly understanding their business needs and implementing the best solution for those needs. (Promise) I recently helped an international mining company standardize data management workflows and centralized water quality data. This project improved the client’s data access time from 2 months to minutes.“ (Example)
  • 21. Promotion –Tell Your Brand Story Common Misconceptions about self promotion: •You should only self-promote during performance reviews •My boss will promote me and my work •Talking about myself makes me feel uncomfortable •More is better
  • 22. Promotion –Tell Your Brand Story •Online •Conferences •Present and Attend •Blog •Articles •Volunteer •One on one conversation •Interest Groups •Live It!
  • 23. Next Steps Three Things you can do today! 1. Create, update or complete your LinkedIn Profile 2. Share your brand story with someone you just met. 3. Send the Survey (Personal Branding Assessment Questionnaire) to 3 coworkers or colleagues.
  • 24. Thank You for Attending! •Tonya Kauhi, Senior GIS Architect ─(253) 722.2424 ─tkauhi@geoengineers.com
  • 25. References and Resources •Tom Peters! http://tompeters.com/ •“The Brand Called You”, Tom Peters, http://www.fastcompany.com/28905/brand-called-you •Branding Pays http://brandingpays.com/ •Smarter Networking http://www.smarter- networking.com/main/index.php •Reach Personal Branding http://www.reachpersonalbranding.com/ •Training, Coaching and Speaking Services, Pat O’Malley http://arrowleaf.net