Strategic Personal Branding
Get The Edge
in
The 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 Of
Personal 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 Progression
Of 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!
We’ve 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 Process
1) 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 mind’s eye, based on
perceived benefits that conveys a trust through the
brand’s 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 company’s 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 that’s 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, I’ve never been particularly
good at numbers, but I think I’ve done a
reasonable job with feelings. And I’m
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
1. Trust Person
2. Respect Person
3. Respect Company
4. Product Benefits
5. 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 [mindshare] and emotional benefits [heartshare] 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 & Jerry’s
“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 Brand’s Consumers
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Congruency
Jack Welch -- Leadership
Nelson Mandela -- Freedom
Martin Luther King -- Justice
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IT’S ABOUT TIME
FOR A BREAK
Sign Up For ‘The Zen’
@
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 Brand’s –
• 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?
1) What business is your Personal Brand in?
2) What is superior about the “use” value
you offer your brand’s consumers?
3) What differentiates your personal
brand from those in your position?
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Discovery Questions
1) What kind of knowledge do you enjoy acquiring and
sharing?
2) Are your current tasks aligned with your life’s 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 Brand’s 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)
What’s their Unique Client Advantage?
“The Brand Inside”
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3M’s
Message + Media + Market2
= Powerful Brand!
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Wall Of Indifference
Pierce The Veils Of Indifference
(don’t 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 don’t 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
• Testimonials
• Mentoring
• Association Boards
• Community Boards
• Letters To The Editor
• Tips, Trends &
Surveys
• Camera Opportunities
• Calendar Listings
• Endorsement Letters
• 800#
• Brochures
• Create A Worthwhile
Event (Sales Major)
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Branding Methodologies
• Press Releases
• Publish Articles
• Write A Column
• Contribute to Pubs
• Radio/TV Interview
• Host Radio/TV Show
• Audio/Video Tape
• Alliances
• Joint Ventures
• Co-Branding
• References
• Case Studies
• Stories
• Sponsor An Event
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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, Tom’s of Maine
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Joseph Heller
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713.927.4494 voice
joe@joeheller.com
www.samuraigroup.com
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