Marketing U: four steps to Discover, Define, Design, and Deliver a personal brand

When networking, interviewing for a job, or pitching an idea to a supervisor or investor, it’s important to communicate the benefit you provide. A personal brand needs to be: Compelling, Clear, Creative, and Consistent. Marketing is about creating interest in what you offer, and marketing yourself has similarities to marketing for profit or non-profit organizations.

Step One: Discover a Compelling Purpose. Assess yourself, uncover hidden talents, and look for clues to purpose. Find the intersection between what you are best at, what you love do, and what the world needs most.

Step Two: Define a Clear Promise. Create a personal mission statement, or Unique Selling Proposition (USP). A value statement communicates who you are, what you do, and why. It tells how you add value, based on your values.

Step Three: Design Creative marketing materials that express Personality (and the Promise). Express your authentic style with your choices for colors, fonts, and images. Create graphics for logos and business cards, and a tagline  to communicate your brand. Use these for email, social media, and websites. Marketing materials can range from print materials like brochures to videos on a website, and can vary greatly in cost. Channels can include social media like Facebook and Pinterest, Youtube, etc. Get creative to achieve wow factor without spending a lot.

Connect with emotions:

  • Focus on benefits you provide; what’s in it for them.
  • Aim at the heart. You might use a colorful metaphor that describes the benefit, process, or result of what you do.
  • Communicate your why. Simon Sinek, the author of “Start With Why,” says “People don’t buy what we do, they buy why we do it.” (his TED Talk) They are also most interested in our why.
  • Tell your story. Describe how you first became interested in what you do or a time that you made an impact.

Capture attention: make your message sticky with the Success Model from Made to Stick by Chip and Dan Heath and contagious (talks at Google 40:47) with the Stepps Model from Jonah Berger’s “Contagious: Why Things Catch on.”

Collect concrete examples and testimonials.

Always Be Communicating Value. For a personal brand, features are often expertise or skills. Fish for the hook that will reach people. Concentrate on benefits and value more than features. Download a handout with examples of Features, benefits, and the value they provide.

Step Four: Deliver a Consistent Position. Know Your Target Audience. Exceed expectations to Design and Deliver a Delightful User Journey and  provide a WOW customer experience. People (and businesses) that are exceptional MAKE U want to work with them (or buy what they are selling). To stand out: go above and beyond, customize offers for a personal touch, delight with pleasant surprises, and provide extreme customer service with fast response and follow-through.

  • Make it easy to join in, to reach you
  • Attractive packaging
  • Know your audience
  • Effective marketing
  • Use channels that reach them
  • Above & Beyond
  • Customize
  • Delight
  • Extreme customer service
  • Fast response & follow-through

Your brand should be consistent across channels: email, resumes, social media

Definitions from the Marketing Fundamentals Canvas at cezary.co:

  • Brand: a promise to deliver benefits that are different from the competition. Perceptions you want to create with user experience, stories, images, words, name, logo, design.
  • Mission: The purpose and reason for being
  • Vision: Long-term, aspirational goals. What will the world look like in the future if you succeed?
  • Key message: The main idea to communicate

Pinterest Boards on personal branding, networking, personas, and user experience.

Additional tools in your marketing toolkit

Find more tools at the Brand and Purpose Toolkit, including Tools for Personal Branding at List.ly and a one page strategic plan.

I seek to create order from the chaos of complex information. Join me at the Daily PlanIt to gain insights, inspiration, and information to increase skills for a better life. I unlock the power of teaching reading with phonics in the pursuit of literacy at www.phonicspow.com. In my spare time I explore books and movies, often choosing titles available on both screen and page.

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Posted in information management, personal development
3 comments on “Marketing U: four steps to Discover, Define, Design, and Deliver a personal brand
  1. You have been tagged for The Personal Development List. (See my site for details), I would love for you to participate.

  2. […] Creative ideas are best served when people communicate and interact. Fresh perspectives add to the outcome. Request input on ideas and get feedback. Pitch your idea to others and market yourself. […]

  3. […] Learn more about Personal Branding and Marketing U. […]

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