Mapping your Unique

Value: a Roadmap to WAURISA CONFERENCE

2014

Personal Branding
Its what you do that makes you who you are, and how you project
that to others that makes you memorable.
Dan Schawbel, Millennial Branding
 AGENDA

Welcome and Introductions

Personal Branding 101

Persona

Promise

Promotion

Introduction to Exercise #1 - Persona

Exercise #1

Introduction to Exercise #2 - Promise

Exercise #2

Introduction to Exercise #3 Create your Personal Brand Story

Exercise #3

Share Personal Branding Stories

Next Steps: What have you done for your brand today? - Promotion

Questions

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TABLE OF CONTENTS
Agenda .................................................................................................................... 1
Introduction Personal Branding 101 ................................................................................ 3
Exercise 1: Persona ..................................................................................................... 4
Exercise 2: Promise ..................................................................................................... 7
Exercise 3: Create your Brand Story ................................................................................ 10
Example Personal Branding Stories for Inspiration ............................................................... 12
Promotion ............................................................................................................... 15
Resources Survey ..................................................................................................... 16
Personal Branding Assessment Questionnaire ................................................................ 16
Resources References ............................................................................................... 18
Resources Presenter Biographies and Contact Information.................................................... 19
Notes ..................................................................................................................... 20

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 INTRODUCTION PERSONAL BRANDING 101

Whatdoyouthinkofwhenyouseethefollowingimages?

Thesebrandsareclear,consistent,andrecognizable.Youprobablyknowexactlywhatthesecompanies
doandtheproductsorservicestheyoffer.Thisassociationistheresultoforganizedanddeliberate
branding.

Whatisapersonbrand?

Youalreadyhaveapersonalbrandwhetheryoubuyintothisthinkingornot.Yourpersonalbrandisa
combinationofyourimageandreputation.Howyoupresentandconductyourselfdailyformsthe
foundationforyourbrand.Othersimpactyourpersonalbrandtoo,throughtheirspeechandactions.

Abrand iswhat people sayabout youwhen youarenotintheroom Jeff Bezos, CEOAmazon

Doyouthinkyouhaveacrediblepersonalbrand? Askyourselfthesequestions:

Dopeoplehaveaclearunderstandingofwhatyoudoandthevalueitbrings?
Whatwords,concepts,andideasdopeopleassociatewithyournameandimage?

Whatispersonalbranding?

Howdoyoutakecontrolofyourbrand,allowingyoutoinfluenceandshapewhatyouwouldlikepeople
tosayaboutyou?Thisisdonethroughpersonalbranding.Personalbrandingistheprocessof
developingastrategyandactionstoguideyourbrand.Thissessionwillgiveyouthetoolsandmaterial
totakehelpyoubegindevelopingyourpersonalbrand.

Ignorepersonalbrandingatyourperil!!

Yourbrandisworking24hoursaday;makesureitiscommunicatingwhatyouwant.Whathaveyou
doneforyourbrandtoday?

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 EXERCISE 1: PERSONA
Objectives:
Thepurposeofthisexerciseistohelpyou

Startcreatingyourpersonalbrand
Getasenseoftheprocessandapproachtodevelopyourpersonalbrand
Beclearaboutwhoyouareandunderstandhowhavingastrongpersonalbrandcanprovide
professionalopportunities

Whatisapersona?

Apersonadescribeswhoyouareandthequalitiesthatmakeyou,you.Theyareyourdistinctattributes,
characteristics,visionandvalues.

Apersonaincludesthefollowing:

Attributes
Characteristics
Vision
Values

Helpfulresourcesforuncoveringyourpersona:

Friends,family,andcolleagues
Hobbies,interests,andpassions

HelpingQuestions
1. Whatareyourstrongestattributes?Listthreetofive.




2. WhatamIpassionateabout?

3. Whatmotivatesme?

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AdditionalQuestionstoConsider:

4. Whataremypersonalvalues?

5. WheredoIseemyselfin5years?

6. Whatisimportanttome?

7. HowwouldIliketoseetheworld?




8. WhatcontributionwouldIliketomake?

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 Persona
HelpfulAdjectives:

Openmind Driven Leadership

Friendly Passionate Vision
Determination Collaborative Quality
Visionary Personable Diversity
Positive Energetic Service
Strategic Friendly Helpingothers
Creative Trust Education
Present Courage Competence
Focused Respect Respect
Flexible Integrity Responsibility
Inspirational Passion Expert
Senseofhumor Innovation Unflappable
Compassionate Transparency Competent
Patient Adaptability Givingback
Resultsoriented Reliability Honesty
Analytical Accountability Confident

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 EXERCISE 2: PROMISE

Objectives:

Thepurposeofthisexerciseistohelpyou

Developyouruniquepersonalpromiseofvalue
Understandwhatotherpeoplethinktheygainbyworkingwithyou
Beclearaboutwhyyouarethebestatwhatyoudo

WhatisaPromise?

Itisyouruniquevalue.Howdoessomeonebenefitfromworkingwithyou?Itiswhatsetsyouapart.Do
youofferunparalleledquality?Doyouprovidequickturnarounds?Doyouenjoysolvingcomplex
problems?

Helpfulresourcesforuncoveringyourpromise:

Performancereviews
Projectandproductfeedback
Teamassignments

Helpingquestions

1. Whatmakesmeunique?

2. Whatresultsdopeopleexperiencewhenworkingwithme?WhatcanIhelpotherstoachieve?

3. Whatpersonalitycharacteristicsmakepeopleinterestedinme?

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AdditionalQuestionstoConsider:

4. Whatmakesmestayinmycareer?




5. Whattypesofactivitiescausemetolosetrackoftime?

6. WhatdoIdodifferentlythanothersinmyprofession?




7. WhatdoIwanttohelpotherswith?




8. Whydopeoplecometomeforhelp?




9. Howdopeopleintroduceyou?

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 Promise
ConsiderusingPowerPhrases:

"Ican" "Iwashonored"
"BecauseIamgoodat" "Thefunniestthing"
"I'vehadgreatsuccesswith" "Itwassoexcitingto"
"I'vehadgreatexperience" "Iambestat"

Examplesofthingsyoumayhavetooffer:

ProjectManagement Mentoring
PeopleManagement Communication
FinancialorOperationManagement StrategicVision
TechnicalExpertise CollaborationandTeamwork
StrategicPlanning BuildingandLeadingTeams
ManagingConflict LeadingInnovation
CreativeProblemSolving StreamliningProcesses
DeliveringPresentations StrivingforResults
DecisionMaking ChangeManagement

FunAdjectives:

Sophisticated TechnologySavvy
Elegant Worldly
Edgy Cultured
Classic Colorful
BusinessCasual Conservative
Urban Academic
Artistic Professional
Innovative Entrepreneurial

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EXERCISE 3: CREATE YOUR BRAND STORY

Nowletsputyourhardworkintoactionbycreatingyourpersonalbrandstory.

Whatisapersonalbrandstory?
Apersonalbrandstoryisashortpitch(13sentences)thatcommunicatesyourvalue(whatyouarethe
bestat),youraudience(whoyouserve),andyourpromise(howyouperformyourvalueuniquely).

WhatapersonalbrandstoryisNOT.
YourpersonalbrandstoryisNOTyourjobtitle,personalmissionstatement,careerobjectivesorlifes
purpose.Theseitemsmaybepartofyourbrandstorybuttheydonotencompassthepurposeofa
brandstory.

Youre not defined by your job title and youre not confined by your job description. - Tom Peters

Whatmakesapersonalbrandstorysuccessful?
Memorable
Solutionoriented
Combineslogicandemotion
Describesyourhistoryinyourcareerfield
Providesbrandattributesthatmakeyouuniqueandvaluable
Givesspecificexamples
Authentic
Examplebrandstory:
Hereisanexamplebrandstorytoshowhowtheseelementscometogethertobuildyourpersonal
brandstory.
Background:JohnisaCEOofahomedcormanufactureranddistributor.
AUDIENCE PERSONA PROMISE
NewClients Senseofhumor Skilledatconflictresolution
Hardworker AbilitytoUnifyTeams
Positive IdentifyingProblems
Energetic ManagingConflict
Collaborative
Diplomatic

PERSONAL BRAND STORY
Afocusedanddeterminedbusinessleader,Ioffertheentrepreneurialstaminaandwisdomtodrive
bottomlinegrowthandlucrativebusiness(AUDIENCE),inspireemployeestopeakperformance,and
cultivateprofitablebusinessrelationshipsbuiltonrespect,loyalty,andtrust(PERSONA).Myeasy
goingsenseofhumorhasbeenadefiningmanagementstrategytobringoutthebestineveryone,
instillpride,andmobilizethemtomaketheircompanythebestintheindustry(PROMISE)."

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Johnspersonalbrandstorycontainsalltheelementsofasuccessfulbrandstory:itclearlytellsyouwhat
Johndoes,forwhomandgivesyouaninsightintohow.

Nowitsyourturn:
1. DefineyourtargetAudienceoridealclientbase
2. Defineavaluestatementbyfocusingyourkeyattributes,orPersona
3. DefineyourUniqueSellingPointsorPromise
4. Combinetheseelementstocreateanarrativethattellsothersaboutyou!

Inotherwords:Linkyourstrongestattribute(Persona)andtheresultsitcreatedforsomeone(Promise)
intoastory.

AUDIENCE PERSONA PROMISE

PERSONAL BRAND STORY

It'sthissimple:Youareabrand.Youareinchargeofyourbrand.Thereisnosinglepathtosuccess.
AndthereisnoonerightwaytocreatethebrandcalledYou.Acceptthis:Starttoday.Orelse.
TomPeters

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EXAMPLEPERSONALBRANDINGSTORIESFORINSPIRATION

Ihelpcompaniesmakethemostoftalent.Imarrythesublimewiththesystematicallowing

forchangewithafocusonimplementation.BusinessConsultant

Ienergize,focusandalignmanufacturingorganizations,resultinginsustainableaccelerationof

processes,reductioninwaste,andgrowthofprofits.Consultant

Iamahighendserviceprovidergivingthesophisticatedtravelerastylishandtailormade

experienceatmyMarrakechboutiquehotel.HotelOwner

UsingmyholisticinsightandinnovativeTotalPerformanceScorecardprinciples,Ipromiseto

helpmycustomerstorealizetheirfinancialdreams.FinancialConsultant

InspirationalCEO/CFOturnedpositivepsychologistresilientlytransformingbusinessesand

financialperformance.Consultant

Inspirepeopletotransformstuckcareermanagementplanstovibrantopportunitycreating

strategies.CareerCoach

Ilovecollaboratingwithforwardfocusedcorporateleaderswhoknowwheretheyregoing.

ExecutiveCoach

Iusemyquirkynature,confidenceandpassionforfuntomotivatecreativeteamsinadagencies

andmarketingdepartmentstoworktogethermoreeffectivelytodrivegreatervaluefortheir

organizations.Coach/Trainer

Acitizenoftheworldandanaturalnetworker,Iconnectwithseniorleadersinallareasofthe

company(sales,marketing,R&D)andthroughoutallregionstodelivertrulyglobalmarketing

campaigns.Idothisthroughconstantcollaborationandvaluingofdifferentideasandinsights.

MarketingConsultant

Withapassionforwineandanatural,openapproachIinspireotherstoappreciatethepleasure

ofgoodwinesinafunway.WineTastingHost

Throughmynaturalenthusiasmandmyempathyforothers,Iinspireresearchanddevelopment

professionalstodevelopinnovativeproductsinbiotechnology.BiotechManager

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 Iusemy25yearsofexperienceinandpassionformarketingtohelpseniormarketing

executivesinlargeorganizationssucceedbymakingmarketingvaluedinsidetheorganization.

MarketingTrainer

Throughmyintuitionandgenuineconcernforandinterestinothers,Ibuildlonglasting,

fruitfulrelationshipswithmyteam,mybusinesspartnersandclientstodriveconsistent,

recurringrevenueformycompany.BusinessOwner

[CEONameHere]isdefinedasoneofthemostinnovativeandbottomlinefocusedmarketers

andCEOsintheworld.Hisstringofdramaticfirstshasfollowedeverypositionhehasheld.His

passiongivesoffalightthathecarrieswhereverhegoes.CEO

CommunityAffairsManagerwith10yearsofexperiencevisualizing,developing,andorganizing

companywidephilanthropicevents,maintainingconnectionswithhundredsofnonprofit

organizations,coordinatingdiverseemployeevolunteeropportunities,andcreatingdynamic

externalandinternaleventcommunications.

Ihelpindividualsandcompaniesmakethemostoftalent.Iworkasapartoftheteam.Iama

straightshooterwhoisntafraidtohavethetoughconversations.Ialsobelievethatpeopleare

morecapableandvaluablethantheyoftengive/getcreditfor.Mymethodmarriesthesublime

withthesystematicallowingforcreativityandchangewithastrongfocusonfoundationand

implementation.KristiDaeda(Onlinebrandingandmarketing)

Asapersonalbrandingstrategistandcyclingenthusiast,Icombinemypassionforbicyclingand

mydriveforsuccesstoempoweronthemovecareeristsinglobalcompaniesinJapanto

believe,become,andbetheirbrands.PeterSterlacci

Throughauniquecombinationofcaringcommunicationandcollaboration,IinspireFortune500

professionalsandexecutivesnottoleavetheirpersonalitiesatthedoorbuttoclearly

communicatetheiruniquevalue,raisetheirvisibilitybyconnectingwiththeirtrueselvesand

successfullyrealizetheircareerandpersonalgoals.PaulCopcutt

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 Career/LifeStrategist:Iusemyenthusiasm,forwardthinking,andpassionforselfdirectionto

helpclientsidentifytheiruniquenessanduseittoandtakecontroloftheircareersandlives.

WalterAkana

Helpsthoughtleaderswritegreatbooksinjust90days.300satisfiedclientssofarMindy

GibbinsKlein(Author)

References:

http://jorgensundberg.net/personalbrandstatementexamplesandtemplates/

http://www.careerealism.com/personalbrandingstatementsteps/#Ovx6VrYuYh34hkkl.99/

http://jorgensundberg.net/howwriteyourpersonalbrandstatement/

http://www.jobhunt.org/personalbranding/creatingyourpersonalbrand.shtml

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 PROMOTION

Objectives:

1.TellYourBrandStory
2.DevelopBrandAdvocates

Linkyourstrongestattribute(Persona)andtheresultsitcreatedforsomeone(Promise)intoastory.
TellyourstorytooneofyourBrandAdvocates(Promotion).

Whatarethewaysyoucantellyourbrandstory?
PresentatConferences
AttendConferences
Volunteer
Oneononeconversation
Liveit
Blog
LinkedIn
Articles
Emailsignature
LocalMeetupInterestGroups(WashingtonWomeninGISandTechnology)

Threethingsyoucandotoday!

Create,updateorcompleteyourLinkedInProfile
Shareyourbrandstorywithsomeoneyoujustmet
SendtheSurvey(PersonalBrandingAssessmentQuestionnaire)tothreecoworkersor
colleagues

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 RESOURCES SURVEY

PERSONALBRANDINGASSESSMENTQUESTIONNAIRE

Imworkingonapersonalbrandingexerciseandwouldvalueyourcandidinput.Pleaseanswerthe
questionsbelowasbestyoucan.Short,bulletedanswersarefine.IveincludedasamplelistofBrand
Attributeideastosparkyourthinking.

COREVALUES

1. Whatdoyouthinkmycorevaluesare?

KEYSTRENGTHSANDWEAKNESSES

1. Whatismykeyskillset?

2. Whatismyexpertise?

3. Whataretheweaknessesthatmayholdmeback?

UNIQUEVALUEPROPOSITION

1. Whatismyuniqueexpertiseorvaluethatdifferentiatesme?

PERSONALITY/IMAGEATTRIBUTES

1. HowdoIcomeacrosstoothers?

2. Whatarethekeyadjectivesthatdescribemypersonality?Describemylookandstyle.

LEADERSHIPATTRIBUTES

1. WhatkindofaleaderamI?

RELATIONSHIPATTRIBUTES

1. Whatisitliketoengagewithmeprofessionallyandsocially?

WHATISALIVINGORINANIMATETHINGTHATBESTREPRESENTSMYBRAND?PLEASEEXPLAIN.
EXAMPLES:

AtrustedSaintBernarddogwhoalwayscometotherescue
AMiniCoopercarthatisefficient,funtodriveandhasaquirkysenseofstyle

Thefollowinglistofpotentialbrandattributesmayhelptospurideasasyouanswerthequestions
above.

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 Sample Brand Attributes
CoreValues Strengths Personality Image

Openmind ProjectManagement Visionary Sophisticated

Friendly PeopleManagement Positive Elegant
Determination FinancialorOperation Strategic Edgy
Trust Management Creative Classic
Courage TechnicalExpertise Present Businesscasual
Respect StrategicPlanning Focused Urban
Integrity ManagingConflict Flexible Artistic
Passion CreativeProblemSolving Inspirational Innovative
Innovation DeliveringPresentations Senseofhumor Technology
Transparency DecisionMaking Compassionate savvy
Adaptability Mentoring Patient Worldly
Reliability Communication Resultsoriented Cultured
Accountability StrategicVision Analytical Colorful
Honesty Collaborationand Driven Conservative
Givingback Teamwork Passionate Academic
Leadership BuildingandLeading Collaborative Professional
Vision Teams Personable Entrepreneurial
Quality LeadingInnovation Energetic Leader
Diversity StreamliningProcesses Friendly Hip
ThoughtLeadership StrivingforResults
Service ChangeManagement
HelpingOthers DomainExpertise
Education
Competence
Responsibility

BrandingPays LLC 855 El Camino Real Suite 13A-157 Palo Alto California 94301-2326

TEL +1 650.328.1121 E-mail info@brandingpays.com www.brandingpays.com

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 RESOURCES REFERENCES

BOOKS
BrandingPays,KarenKang.
BRAG!TheArtofTootingYourOwnHornwithoutBlowingIt.PeggyKlaus.

VIDEOS

PersonalBrandingGuru,WilliamArrudahttp://www.youtube.com/watch?v=6paItEm2AF4

PersonalBranding:FourPrinciplesofCareerDistinction
http://www.youtube.com/watch?v=iaFCmV5Ojqk&feature=related

Brandinganddifferentiationhttp://www.youtube.com/watch?v=8Py4XtVBImc&feature=related

PersonalBrandingWhatColorisYourBrand
http://www.youtube.com/watch?v=XDohoPavchc&feature=related

WEBSITES

TomPeters!http://tompeters.com/
TheBrandCalledYou,TomPeters,http://www.fastcompany.com/28905/brandcalledyou
BrandingPayshttp://brandingpays.com/
SmarterNetworkinghttp://www.smarternetworking.com/main/index.php
ReachPersonalBrandinghttp://www.reachpersonalbranding.com/
Training,CoachingandSpeakingServices,PatOMalleyhttp://arrowleaf.net
PricewaterhouseCoopers(PWC)http://www.pwc.com/us/en/careers/campus/programs
events/personalbrand/index.jhtml#overview
PricewaterhouseCoopers(PWC)PersonalBrandWorkbook,
http://www.pwc.com/us/en/careers/campus/assets/img/programs/personalbrand
workbook.pdf

DISCLAIMER

MappingYourUniqueValue:aRoadmaptoPersonalBrandingisanindependentpublication
andhasnotbeenauthorized,sponsored,orotherwiseapprovedbyAppleInc.,StarbucksorThe
WaltDisneyCompany

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 RESOURCES PRESENTER BIOGRAPHIES AND CONTACT INFORMATION

Amberhasabackgroundinlandscapearchitectureandnaturalresource
management.WithadecadeofGISexperience,herspecialtyisusingGISasa
toolfordesignprojects,includinglandplanninganddevelopment.Sheworksasa
LandscapeDesignerandGISAnalystatTheWatershedCompany,an
environmentalconsultingfirminKirkland.

Email:araynsford@watershedco.com

Amber Raynsford

TonyahasabackgroundinEnvironmentalScienceandGISAnalysisandhas
workedwithGeoEngineersforover13years.SheisanexpertinEnterprise
Architecture,datamanagementbestpracticesandGIS.Tonyaprovidesvalueto
herclientsbytrulyunderstandingtheirbusinessneedsandimplementingthe
bestsolutionforthoseneeds.

Email:tkauhi@geoengineers.com

Tonya Kauhi

ChristinarecentlygraduatedfromWesternWashingtonUniversitywitha
passionforbeautifyingmaps.ShehasbeenatGeoEngineersforalmostayear
nowwheresheoffersafreshperspectiveonoldprojectsandspecializesin
cartographyforavarietyofearthscienceprojects.Sheisenthusiastically
learningnewskillseveryday.

Email:cgonzales@geoengineers.com

Christina Gonzales

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 NOTES

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