personal branding lunch & learn with kristin …...development and training opportunities....
TRANSCRIPT
PERSONAL BRANDING LUNCH & LEARN with KRISTIN BATTISTA-FRAZEE, MSW
ABOUT THE NETWORKThe Network for Social Work Management is a professional, international organization focused on strengthening and advancing social work management within health and human services.
Our Mission
As a group, we work together to develop and create a future in which all social organizations across the U.S. and overseas can become purposed, high performing systems of service and influence. The goal of the Network is to bring together prominent managers and leaders, aspiring managers, and students within the field to share ideas and discuss challenges to enhance their skills.
INVEST IN
YOUR CAREER
Join a community of like-
minded managers
Be mentored by top leadership
experts
Access the latest professional
development and training
opportunities
Hello…..
Kristin Battista-Frazee, MSW
Marketing consultant, social worker, author/writer
Personal Brand Is What Makes You. You.
Everyone has a brand,
whether you realize it or
not. You need to
cultivate and shape it.
Personal vs. Organizational Brand
Personal Brand = is an individual and who you
are as a person.
Organizational Brand = is a product or service
created by marketing campaigns.
Both are about:
• The Who
• What’s Done and Delivered
Oprah Winfrey
Serves Humanity.
Groundbreaker.
Inspirational.
Target
Expect More. Pay Less.
Cheap Chic.
Tar-jea.
Getting To
Know You.
What Every Brand Needs to Discover
I’m
listening! Strengths and Challenges
Passions
Personality
Values
Key Questions to Answer
What are your goals?
Who is your audience?
Who is your competition and how
are you different?
What problem are you addressing
for your audience?
Say What You Need to Say
Value proposition
Position statement
Personal brand statement
Value Proposition
Creating independence for
people with supportive housing
solutions.
Position Statement
Creative problem solving with in-
depth knowledge of supportive
housing programs (positioning) to
move clients in need to
independence.
Personal Brand Statement
I am a passionate housing
expert (what you’re good at) who
works with people with serious
mental illnesses (who you work
with) to offer the best supportive
housing solutions (what you do).
Anatomy of an Elevator Pitch
Culmination of Your Brand
Discovery
Craft
Prepare- Write/Practice
Aloud
Hello, I’m Kristin and I work at ABC agency. I’m president of XYZ group. (who you are) I provide counseling and case management services to GLBT youth with HIV. (what you do) My focus is to set up healthcare services for teens with HIV and also provide therapy and support to those with a new diagnosis. (expertise) I recently worked on a task force with other top GLBT coalitions which passed legislation for more healthcare funding for people living with HIV. (success)
Sample Elevator Pitch
I dream about telling
my story.
Telling Your Story
Pros and cons
Incorporate your values
Communicate strengths
How it impacts your work
Tools of Telling
Website
Social
Media
Blog
Video
Pictures
Presenting
Keep Your Audience, Goals and Values in Mind
Promote Your Brand
Get Out There!
o Engage with like-minded
professionals
o Seek mentors
o Be authentic
Leverage Good Content
o Highlight your strengths
o Tied to your values
Advice:
Just Think
Before You
Tweet or Post
Advice:
Credibility is
Everything
Are You a Social Media Introvert?
• Post about issues you care about.
• Pictures/videos speaks volumes.
• Follow and like people and organizations that share your values.
• Find influencers and your target audience.
• If you don’t feel like engaging online some days, that’s okay.
Strike a Pose
How you look when you
enter a room makes a big
statement.
Impact of Organizational Brand
• Recruit Employees
• Leverage employees as brand ambassadors
• Negotiate around your employers brand
Specific Questions
1. What are best practices for social workers to promote their skill sets using platforms such as LinkedIn?
2. What do you recommend we offer social work students and emerging professional in the field about how to brand themselves (especially when they may have limited paid or professional experience)?
3. What are three specific strategies you would recommend an organization's board of directors or staff employ to improve their outreach to a specific new target market?
4. How can social workers avoid being seen as working with only one type of population? I meet social workers all the time who have significant experience in one area but want to transition into another.
Whew! Now I
know more
about
branding.
For questions, contact Kristin
www.kristinbattistafrazee.com
