1. Personal Branding: Differentiating Yourself From The Competition
December 3, 2015
Jan Anne Dubin
Principal, Jan Anne Dubin Consulting |

2. Program Objectives Begin to develop your personal brand.
Learn how to stand out from the crowd.
Acquire specific tools to leverage your personal brand.

3. Think about one of your favorite brands…
What is it about the brand that resonates with you?
How loyal are you to that brand?
Are there external forces that reinforce your relationship with the brand?
Branding can impact choice related to
consumer goods and professional services. 
Many types of pitch/pursuits activity. Don’t forget to consider client needs/relationship history in preparing the response.

4. Step 1: Create Your Personal Brand

5. Creating Your Personal Brand
What is a Personal Brand?
A perception or emotion maintained by somebody other than you describing the total experience of having a relationship with you.
Brand is a relationship
Promise + Experience = Relationship (Jerry Wilson, former Chief Customer and Commercial Officer, Coca Cola)
Many types of pitch/pursuits activity. Don’t forget to consider client needs/relationship history in preparing the response.

6. How To Get Started Personal Assessment Third-Party Assessment
What are your professional goals and objectives?
What are your career and non-career attributes?
What are your core values?
Conduct a personal SWOT analysis and other personality assessments.
Google yourself. Do you like what you see?
Third-Party Assessment
Test the results of your self assessment with trusted advisors and peers.
Many types of pitch/pursuits activity. Don’t forget to consider client needs/relationship history in preparing the response.

7. Your Unique Value Proposition
What are 2-3 key values that you bring to the table?
How best do you express your value proposition?
What about your personal brand is unique? What can you do better than others?
What non-legal experiences do you want to highlight?
Many types of pitch/pursuits activity. Don’t forget to consider client needs/relationship history in preparing the response.

8. Circles of Influence (COI)
Who is your target audience?
What are their needs?
What is their pain point? Identify three examples of opportunities to fill their needs.
Many types of pitch/pursuits activity. Don’t forget to consider client needs/relationship history in preparing the response.

9. Step 2: Write Your Personal Brand Statement

10. An Example
Jan Anne Dubin: A pioneer in professional services firm marketing, business development and client service and strategic communications with 30 years of experience leading, innovating, developing and serving as a change-agent and connector while maintaining relationships with hundreds of C-level executives and lawyers.

11. Be Authentic Define how your personal brand mirrors your core values.
Align your personal brand with your target audiences.
How does it resonate with who you are as an individual? Name three attributes.

12. Differentiate Yourself
Determine who you’re seeking to outperform.
How do they brand themselves?
Where are the gaps and opportunities for you to fill?
Many types of pitch/pursuits activity. Don’t forget to consider client needs/relationship history in preparing the response.

13. Writing Your Personal Brand Statement
Ask yourself:
What do I stand for?
Why should clients/stakeholders work with me?
What is so special about me?
Review your SWOT analysis.

14. Get a Second Opinion
Test whether your personal brand is aligned with your true self.
Incorporate the feedback from trusted friends and colleagues.

15. Step 3: Leverage Your Personal Brand

16. Participate in the Conversation
Establish a point of view and contribute to conversations with a strong voice.
Demonstrate energy, enthusiasm and passion for things you care about.
Add color to the landscape by demonstrating your views and key attributes.
Many types of pitch/pursuits activity. Don’t forget to consider client needs/relationship history in preparing the response.

17. Social Media Expands Your Reach
Understand the importance of social media.
LinkedIn has more than 122 million U.S. members.
Twitter has over 320 million monthly active users.
Youtube has over 1 billion active users.
57,000 social networks to choose from.
Understand how and where your target audience plays in those networks.
Learn the rules of engagement.
Apply the same business principles to your activities on the web as you do with in-person interaction.
Remember: A moment on the web lasts a lifetime.

18. How To Do It
Tweet about an upcoming speaking engagement or conference with insight into the topics.
Repurpose articles written for trade publications on LinkedIn.
Comment on news related to your area(s) of focus across all of your social media channels.

19. Demonstrate Leadership
Ask for opportunities to develop leadership skills.
Sign-up for trainings when offered.
Propose speaking engagements or conferences to attend.
Volunteer for new client projects when available.
Leverage existing or establish new pro bono, community service and board opportunities.
In what ways do you demonstrate your leadership skills and executive presence? Give three examples.
Update your brand as you establish these skills and with each new role.
Many types of pitch/pursuits activity. Don’t forget to consider client needs/relationship history in preparing the response.

20. It Takes a Village…
Create a personal board of directors comprised of individuals whose skill set you admire.
People who can push you through your comfort zone and whose talents can augment your strengths and challenge and improve your weaknesses.
Individuals with whom you can share and vet your personal brand and other critical business strategies and from whom you can expect to receive direct candid feedback.
Build a cadre of brand ambassadors, followers and dedicated fans.
How can they help you accomplish your goals?
Nurture your network.
Are you networking to your fullest potential?
Identify three new places to network.

21. Step 4: Continually Assess Your Personal Brand

22. Personal Brand Management
Continually update your personal brand goals and objectives.
Use it everyday in all of your interactions.
Keep current on social media.
Identify issues that are important to you.
Share information with your networks in a way that demonstrates your personal brand.

23. The Ongoing Process
Set a six-month check-in to assess your effectiveness.
Are you accomplishing your goals and objectives?
Has your personal brand evolved over time?
Is it still fresh and relevant?
Is there anything missing or in need of an update?
Identify three opportunities to refine or update your personal brand.

24. Questions & Answers

25. IMMEDTIATE ACTION
What actions will you take today, as a result of this program, to create your personal brand?