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You’re in the right place!
• If you can see this slide you are viewing the screen sharing just fine
• Be sure you’re connected to the teleconference – Dial in 866‐699‐3239 – Event number 664 953 834
• We’ll be geHng started in just a bit • Thanks so much for joining us!
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Expand Your Small Business Brand to Achieve Global Recognition
July 29, 2009 Kirsten Dixson, author Career Distinction
Andy Wibbels, Six Apart
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Agenda
• Personal Branding Defined
• Benefits for Entrepreneurs
• Discovering Your Brand
• Expressing Your Brand
• Branding Your Blog
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What is a Brand?
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Branding Myths
• Branding is about creaOng a false image
• Branding was invented by Nike or Coke
• Branding is just for the big guys, products or companies
• Branding is about your Google results
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Why Branding for Entrepreneurs?
• AUract ideal clients
• Command a premium
• Gain leverage in partnerships
• AUract stellar employees
• Align your business around your values, passions
• Thrive during economic downturns
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Brand Discovery
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1-2-3 Success!
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What is Your Brand?
Peers Target Audience
You Your Brand
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Let’s Start With YOU
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Goals Give Your Brand Direction
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The VPs of Brand YOU
• Vision • Purpose • Values • Passions
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Creative
Sassy
Funky
External Perceptions
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www.reachcc.com/360reach
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Your Target Audience
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Know Your Peers/Competitors
ax
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What’s the Difference?
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Quick wit
Volunteer work
Languages I Speak
Passion for the environment
Degree
Internship
GPA
Years of experience
Same/Different Exercise
Same Different
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Values
Personal Brand Statement
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Brand Profile
• Create a 1‐pg. summary of your brand
• Use it to write your PBS • Use it to inform your markeOng communicaOons and decisions
• Post it
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In working collaboraOvely with designers, I write wiUy, pithy, Omely and compelling copy for markeOng materials for B to B companies.
Funny Team focused Sarcastic Likeable
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Brand Expression
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Brand Bios
• Why bio first? – Tells a story – Conveys personality
• How use? – About Page – LinkedIn & other profiles – Speaking
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Sample Brand Bio Rob Francisco, Principal of Francisco Financial, helps top life insurance producers achieve their professional goals by creaOvely disOlling complex concepts into streamlined and profitable business soluOons. A coffee fan who enjoys roasOng his own coffee beans, Rob became dissaOsfied with how inconsistently other members of his household made the morning brew. He wanted to express to them how to grind the beans for a consistently enjoyable coffee experience. So, one morning, his household awoke to find a sign that he had placed next to the coffee maker. It simply read, “Respect the bean.”
From that day forward, the caffeinated mantra became a sort of guiding philosophy for Rob. Constantly brimming with ideas for businesses, everything that Rob does relates to his desire to maintain authenOcity. Whether it is connecOng other independent business professionals with the resources that they need to make their visions a reality, streamlining complex business processes or championing the concept of a digital office, Rob has a passion for ensuring that the valuable essence of ideas aren’t lost in the execuOon.
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The “ilities”
• Visibility
• Credibility
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The Communications Wheel
Ar0cles
Blog
Speaking
Social Networking
Sponsorships
Interviews
Volunteer Ac0vi0es
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Content Themes
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You Can’t Spell Brand Without the LeUer “C”
CLARITY CONSISTENCY CONSTANCY
The Three C’s
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Online ID Calculator
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Branding Your Blog
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Visual Brand Identity
Color
Font
Images
Textures
Tag Line
Logo
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
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Blog Banner Examples
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My Branding Story
www.kirstendixson.com/goldfish.html
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Complete Brand-Identity Package
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Professional Headshots • Get a professionally‐taken headshot
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Creating On-Brand Content
• Blog categories should support brand message
• Keep target audience in mind
• Create a well‐organized resource for area of experOse
• Write posts in authenOc voice
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A Blog as a Website
www.kirstendixson.com/porQolio.html
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The Six Ps
Publishing Posting
Publicizing Partnering
Pontificating Profiling
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Summary
• Uncover your personal brand
• Flaunt your differenOaOon • Use great design to stand
out
• Have content that contributes to the “conversaOon”
• Align real‐world acOviOes with online
• ProacOvely manage your brand
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Get Started! hUp://typepad.com/ Use code: KD610 (10% off for life)
Next seminar is August 5
Details: hUp://typepad.com/small‐business‐blogs/