campersbrandworksheet

©2015 Casey Miller [email protected] 3/20/2015

Worksheet: Building yourself a kick-‐ass Personal Brand

A worksheet for getting it down in writing Presented 3.2015 © Casey Miller

Some instructions

• Read through this worksheet once, then surf some of the online resources listed at the end

• Let all that percolate in your brain for a day or so • When you are ready to start, remove all the distractions: no cell phone, no TV …

you know the drill • Reading through the worksheet again, quickly write down as much as you can

for each section • Let your initial brilliance cool for an hour or so • Boil these initial thoughts down to the good stuff; revise and edit • Stick to the length guidelines; no one needs a Personal Brand thesis • Bounce your revised write-‐ups off of one or two trusted colleagues and/or loved

ones, for a gut check • Consider – or ignore – the input; trust your instincts • Finalize this round; buff up your write-‐ups and spellcheck them • Print out your finals and post them where you can see them • Rinse and repeat as needed. Revisit your Personal Elevator Pitch as your

professional circumstances change: new job, promotion, new career focus, etc. • Revisit all three sections, holistically, once a year


STEP ONE: Defining your Brand Pillars Initial: Write out as many as come to mind Revision: Prioritize and trim down to no more than 6 that speak to you personally Jot down several one-‐word answers to these questions

• What qualities do you see in your heroes? • What do colleagues and loved ones say when they compliment you? • In a perfect business world, what key traits would everyone have? • What do you stand for now? • What do you want to stand for in the future? • What qualities do you hope to inspire in others? • What values or ideas are your must-‐haves; ones that you CANNOT live without?

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STEP TWO: Drafting your Personal Brand Statement Initial: Write out as much as you can think of, quickly Revision: Complete – and delete – thoughts; review and revise for a clear focus, and supporting components Write out a paragraph that answers this scenario. At your amazing retirement party, a trusted colleague gives a glowing summary of your career and personal accomplishments, including:

• Your dream job and why you loved it • Your philanthropic successes • How you improved your industry • How you challenged your colleagues • What you did that changed the world, and how you did it

Revision: Switch it to first person “I want to … _____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


STEP THREE: Drafting your Current Elevator Pitch Initial: Write out as many reasons as can think of, quickly Revision: Revise and prioritize

• A quick, compelling overall story with 4-‐6 supporting reasons • Read it out loud and time yourself; no more than 30-‐45 seconds!

Write out a paragraph that answers this scenario. You step into a high-‐rise elevator. Inside is the global CEO of your firm, joking with an assistant. The CEO turns to you and says, “So. Your boss is retiring. Should I promote YOU?” Ideas to ponder:

• What are your unique experience and skill sets? • What sets you apart from the competition? • What ideas do you have to revolutionize the business? • If you got this amazing opportunity, how would you solve the biggest business

challenges? First person: “I/My … ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Some helpful resources The Forbes.com annual list of the world’s most valuable brands http://www.forbes.com/powerful-‐brands/ Nike mission statement: “To bring inspiration and innovation to every athlete* in the world.” *If you have a body, you are an athlete How to write an Elevator Pitch for your next job: http://www.forbes.com/sites/nextavenue/2013/02/04/the-‐perfect-‐elevator-‐pitch-‐to-‐land-‐a-‐job/ Coca-‐Cola mission statement: “To refresh the world ... To inspire moments of optimism and happiness ... To create value and make a difference.” Some examples of Personal Brand Statements: http://www.dummies.com/how-‐to/content/samples-‐of-‐professional-‐branding-‐statements.html Coca-‐Cola 2020 vision pillars: People Portfolio Partners Planet Profit Someone else’s (good) system for writing a Personal Brand Statement: http://www.job-‐hunt.org/personal-‐branding/creating-‐your-‐personal-‐brand.shtml A few more examples of Personal Brand Statements: http://jorgensundberg.net/personal-‐brand-‐statement-‐examples-‐and-‐templates/

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