Mapping your Unique

Value: a Roadmap to
Personal Branding
Its what you do that makes you who you are, and how you project
that to others that makes you memorable.
Dan Schawbel, Millennial Branding

WAURISA CONFERENCE
2014

AGENDA

Welcome and Introductions

Personal Branding 101
Persona
Promise
Promotion
Introduction to Exercise #1 - Persona
Exercise #1
Introduction to Exercise #2 - Promise
Exercise #2
Introduction to Exercise #3 Create your Personal Brand Story
Exercise #3
Share Personal Branding Stories
Next Steps: What have you done for your brand today? - Promotion
Questions

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TABLE OF CONTENTS
Agenda .................................................................................................................... 1
Introduction Personal Branding 101 ................................................................................ 3
Exercise 1: Persona ..................................................................................................... 4
Exercise 2: Promise ..................................................................................................... 7
Exercise 3: Create your Brand Story ................................................................................ 10
Example Personal Branding Stories for Inspiration ............................................................... 12
Promotion ............................................................................................................... 15
Resources Survey ..................................................................................................... 16
Personal Branding Assessment Questionnaire ................................................................ 16
Resources References ............................................................................................... 18
Resources Presenter Biographies and Contact Information.................................................... 19
Notes ..................................................................................................................... 20

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INTRODUCTION PERSONAL BRANDING 101

Whatdoyouthinkofwhenyouseethefollowingimages?

Thesebrandsareclear,consistent,andrecognizable.Youprobablyknowexactlywhatthesecompanies
doandtheproductsorservicestheyoffer.Thisassociationistheresultoforganizedanddeliberate
branding.
Whatisapersonbrand?
Youalreadyhaveapersonalbrandwhetheryoubuyintothisthinkingornot.Yourpersonalbrandisa
combinationofyourimageandreputation.Howyoupresentandconductyourselfdailyformsthe
foundationforyourbrand.Othersimpactyourpersonalbrandtoo,throughtheirspeechandactions.
Abrand iswhat people sayabout youwhen youarenotintheroom Jeff Bezos, CEOAmazon
Doyouthinkyouhaveacrediblepersonalbrand? Askyourselfthesequestions:

Dopeoplehaveaclearunderstandingofwhatyoudoandthevalueitbrings?
Whatwords,concepts,andideasdopeopleassociatewithyournameandimage?

Whatispersonalbranding?
Howdoyoutakecontrolofyourbrand,allowingyoutoinfluenceandshapewhatyouwouldlikepeople
tosayaboutyou?Thisisdonethroughpersonalbranding.Personalbrandingistheprocessof
developingastrategyandactionstoguideyourbrand.Thissessionwillgiveyouthetoolsandmaterial
totakehelpyoubegindevelopingyourpersonalbrand.
Ignorepersonalbrandingatyourperil!!
Yourbrandisworking24hoursaday;makesureitiscommunicatingwhatyouwant.Whathaveyou
doneforyourbrandtoday?

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EXERCISE 1: PERSONA
Objectives:
Thepurposeofthisexerciseistohelpyou
Startcreatingyourpersonalbrand
Getasenseoftheprocessandapproachtodevelopyourpersonalbrand
Beclearaboutwhoyouareandunderstandhowhavingastrongpersonalbrandcanprovide
professionalopportunities
Whatisapersona?
Apersonadescribeswhoyouareandthequalitiesthatmakeyou,you.Theyareyourdistinctattributes,
characteristics,visionandvalues.
Apersonaincludesthefollowing:
Attributes
Characteristics
Vision
Values

Helpfulresourcesforuncoveringyourpersona:
Friends,family,andcolleagues
Hobbies,interests,andpassions

HelpingQuestions
1. Whatareyourstrongestattributes?Listthreetofive.

2. WhatamIpassionateabout?

3. Whatmotivatesme?

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AdditionalQuestionstoConsider:
4. Whataremypersonalvalues?

5. WheredoIseemyselfin5years?

6. Whatisimportanttome?

7. HowwouldIliketoseetheworld?

8. WhatcontributionwouldIliketomake?

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Persona
HelpfulAdjectives:

Openmind
Friendly
Determination
Visionary
Positive
Strategic
Creative
Present
Focused
Flexible
Inspirational
Senseofhumor
Compassionate
Patient
Resultsoriented
Analytical

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Driven
Passionate
Collaborative
Personable
Energetic
Friendly
Trust
Courage
Respect
Integrity
Passion
Innovation
Transparency
Adaptability
Reliability
Accountability

Leadership
Vision
Quality
Diversity
Service
Helpingothers
Education
Competence
Respect
Responsibility
Expert
Unflappable
Competent
Givingback
Honesty
Confident

EXERCISE 2: PROMISE
Objectives:
Thepurposeofthisexerciseistohelpyou
Developyouruniquepersonalpromiseofvalue
Understandwhatotherpeoplethinktheygainbyworkingwithyou
Beclearaboutwhyyouarethebestatwhatyoudo
WhatisaPromise?
Itisyouruniquevalue.Howdoessomeonebenefitfromworkingwithyou?Itiswhatsetsyouapart.Do
youofferunparalleledquality?Doyouprovidequickturnarounds?Doyouenjoysolvingcomplex
problems?
Helpfulresourcesforuncoveringyourpromise:
Performancereviews
Projectandproductfeedback
Teamassignments

Helpingquestions
1. Whatmakesmeunique?

2. Whatresultsdopeopleexperiencewhenworkingwithme?WhatcanIhelpotherstoachieve?

3. Whatpersonalitycharacteristicsmakepeopleinterestedinme?

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AdditionalQuestionstoConsider:
4. Whatmakesmestayinmycareer?

5. Whattypesofactivitiescausemetolosetrackoftime?

6. WhatdoIdodifferentlythanothersinmyprofession?

7. WhatdoIwanttohelpotherswith?

8. Whydopeoplecometomeforhelp?

9. Howdopeopleintroduceyou?

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Promise
ConsiderusingPowerPhrases:

"Ican"
"BecauseIamgoodat"
"I'vehadgreatsuccesswith"
"I'vehadgreatexperience"

"Iwashonored"
"Thefunniestthing"
"Itwassoexcitingto"
"Iambestat"

Examplesofthingsyoumayhavetooffer:

ProjectManagement
PeopleManagement
FinancialorOperationManagement
TechnicalExpertise
StrategicPlanning
ManagingConflict
CreativeProblemSolving
DeliveringPresentations
DecisionMaking

Mentoring
Communication
StrategicVision
CollaborationandTeamwork
BuildingandLeadingTeams
LeadingInnovation
StreamliningProcesses
StrivingforResults
ChangeManagement

FunAdjectives:

Sophisticated
Elegant
Edgy
Classic
BusinessCasual
Urban
Artistic
Innovative

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TechnologySavvy
Worldly
Cultured
Colorful
Conservative
Academic
Professional
Entrepreneurial

EXERCISE 3: CREATE YOUR BRAND STORY

Nowletsputyourhardworkintoactionbycreatingyourpersonalbrandstory.

Whatisapersonalbrandstory?
Apersonalbrandstoryisashortpitch(13sentences)thatcommunicatesyourvalue(whatyouarethe
bestat),youraudience(whoyouserve),andyourpromise(howyouperformyourvalueuniquely).

WhatapersonalbrandstoryisNOT.
YourpersonalbrandstoryisNOTyourjobtitle,personalmissionstatement,careerobjectivesorlifes
purpose.Theseitemsmaybepartofyourbrandstorybuttheydonotencompassthepurposeofa
brandstory.
Youre not defined by your job title and youre not confined by your job description. - Tom Peters

Whatmakesapersonalbrandstorysuccessful?
Memorable
Solutionoriented
Combineslogicandemotion
Describesyourhistoryinyourcareerfield
Providesbrandattributesthatmakeyouuniqueandvaluable
Givesspecificexamples
Authentic
Examplebrandstory:
Hereisanexamplebrandstorytoshowhowtheseelementscometogethertobuildyourpersonal
brandstory.
Background:JohnisaCEOofahomedcormanufactureranddistributor.
AUDIENCE

PERSONA

PROMISE

NewClients

Senseofhumor
Hardworker
Positive
Energetic

Skilledatconflictresolution
AbilitytoUnifyTeams
IdentifyingProblems
ManagingConflict

Collaborative
Diplomatic

PERSONAL BRAND STORY

Afocusedanddeterminedbusinessleader,Ioffertheentrepreneurialstaminaandwisdomtodrive
bottomlinegrowthandlucrativebusiness(AUDIENCE),inspireemployeestopeakperformance,and
cultivateprofitablebusinessrelationshipsbuiltonrespect,loyalty,andtrust(PERSONA).Myeasy
goingsenseofhumorhasbeenadefiningmanagementstrategytobringoutthebestineveryone,
instillpride,andmobilizethemtomaketheircompanythebestintheindustry(PROMISE)."

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Johnspersonalbrandstorycontainsalltheelementsofasuccessfulbrandstory:itclearlytellsyouwhat
Johndoes,forwhomandgivesyouaninsightintohow.

Nowitsyourturn:
1. DefineyourtargetAudienceoridealclientbase
2. Defineavaluestatementbyfocusingyourkeyattributes,orPersona
3. DefineyourUniqueSellingPointsorPromise
4. Combinetheseelementstocreateanarrativethattellsothersaboutyou!

Inotherwords:Linkyourstrongestattribute(Persona)andtheresultsitcreatedforsomeone(Promise)
intoastory.
AUDIENCE

PERSONA

PROMISE

PERSONAL BRAND STORY

It'sthissimple:Youareabrand.Youareinchargeofyourbrand.Thereisnosinglepathtosuccess.
AndthereisnoonerightwaytocreatethebrandcalledYou.Acceptthis:Starttoday.Orelse.
TomPeters

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EXAMPLEPERSONALBRANDINGSTORIESFORINSPIRATION

Ihelpcompaniesmakethemostoftalent.Imarrythesublimewiththesystematicallowing
forchangewithafocusonimplementation.BusinessConsultant
Ienergize,focusandalignmanufacturingorganizations,resultinginsustainableaccelerationof
processes,reductioninwaste,andgrowthofprofits.Consultant
Iamahighendserviceprovidergivingthesophisticatedtravelerastylishandtailormade
experienceatmyMarrakechboutiquehotel.HotelOwner
UsingmyholisticinsightandinnovativeTotalPerformanceScorecardprinciples,Ipromiseto
helpmycustomerstorealizetheirfinancialdreams.FinancialConsultant
InspirationalCEO/CFOturnedpositivepsychologistresilientlytransformingbusinessesand
financialperformance.Consultant
Inspirepeopletotransformstuckcareermanagementplanstovibrantopportunitycreating
strategies.CareerCoach
Ilovecollaboratingwithforwardfocusedcorporateleaderswhoknowwheretheyregoing.
ExecutiveCoach
Iusemyquirkynature,confidenceandpassionforfuntomotivatecreativeteamsinadagencies
andmarketingdepartmentstoworktogethermoreeffectivelytodrivegreatervaluefortheir
organizations.Coach/Trainer
Acitizenoftheworldandanaturalnetworker,Iconnectwithseniorleadersinallareasofthe
company(sales,marketing,R&D)andthroughoutallregionstodelivertrulyglobalmarketing
campaigns.Idothisthroughconstantcollaborationandvaluingofdifferentideasandinsights.
MarketingConsultant
Withapassionforwineandanatural,openapproachIinspireotherstoappreciatethepleasure
ofgoodwinesinafunway.WineTastingHost
Throughmynaturalenthusiasmandmyempathyforothers,Iinspireresearchanddevelopment
professionalstodevelopinnovativeproductsinbiotechnology.BiotechManager

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Iusemy25yearsofexperienceinandpassionformarketingtohelpseniormarketing
executivesinlargeorganizationssucceedbymakingmarketingvaluedinsidetheorganization.
MarketingTrainer
Throughmyintuitionandgenuineconcernforandinterestinothers,Ibuildlonglasting,
fruitfulrelationshipswithmyteam,mybusinesspartnersandclientstodriveconsistent,
recurringrevenueformycompany.BusinessOwner
[CEONameHere]isdefinedasoneofthemostinnovativeandbottomlinefocusedmarketers
andCEOsintheworld.Hisstringofdramaticfirstshasfollowedeverypositionhehasheld.His
passiongivesoffalightthathecarrieswhereverhegoes.CEO
CommunityAffairsManagerwith10yearsofexperiencevisualizing,developing,andorganizing
companywidephilanthropicevents,maintainingconnectionswithhundredsofnonprofit
organizations,coordinatingdiverseemployeevolunteeropportunities,andcreatingdynamic
externalandinternaleventcommunications.
Ihelpindividualsandcompaniesmakethemostoftalent.Iworkasapartoftheteam.Iama
straightshooterwhoisntafraidtohavethetoughconversations.Ialsobelievethatpeopleare
morecapableandvaluablethantheyoftengive/getcreditfor.Mymethodmarriesthesublime
withthesystematicallowingforcreativityandchangewithastrongfocusonfoundationand
implementation.KristiDaeda(Onlinebrandingandmarketing)
Asapersonalbrandingstrategistandcyclingenthusiast,Icombinemypassionforbicyclingand
mydriveforsuccesstoempoweronthemovecareeristsinglobalcompaniesinJapanto
believe,become,andbetheirbrands.PeterSterlacci
Throughauniquecombinationofcaringcommunicationandcollaboration,IinspireFortune500
professionalsandexecutivesnottoleavetheirpersonalitiesatthedoorbuttoclearly
communicatetheiruniquevalue,raisetheirvisibilitybyconnectingwiththeirtrueselvesand
successfullyrealizetheircareerandpersonalgoals.PaulCopcutt

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Career/LifeStrategist:Iusemyenthusiasm,forwardthinking,andpassionforselfdirectionto
helpclientsidentifytheiruniquenessanduseittoandtakecontroloftheircareersandlives.
WalterAkana
Helpsthoughtleaderswritegreatbooksinjust90days.300satisfiedclientssofarMindy
GibbinsKlein(Author)
References:
http://jorgensundberg.net/personalbrandstatementexamplesandtemplates/
http://www.careerealism.com/personalbrandingstatementsteps/#Ovx6VrYuYh34hkkl.99/
http://jorgensundberg.net/howwriteyourpersonalbrandstatement/
http://www.jobhunt.org/personalbranding/creatingyourpersonalbrand.shtml

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PROMOTION
Objectives:
1.TellYourBrandStory
2.DevelopBrandAdvocates

Linkyourstrongestattribute(Persona)andtheresultsitcreatedforsomeone(Promise)intoastory.
TellyourstorytooneofyourBrandAdvocates(Promotion).

Whatarethewaysyoucantellyourbrandstory?
PresentatConferences
AttendConferences
Volunteer
Oneononeconversation
Liveit
Blog
LinkedIn
Articles
Emailsignature
LocalMeetupInterestGroups(WashingtonWomeninGISandTechnology)

Threethingsyoucandotoday!
Create,updateorcompleteyourLinkedInProfile
Shareyourbrandstorywithsomeoneyoujustmet
SendtheSurvey(PersonalBrandingAssessmentQuestionnaire)tothreecoworkersor
colleagues

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RESOURCES SURVEY
PERSONALBRANDINGASSESSMENTQUESTIONNAIRE

Imworkingonapersonalbrandingexerciseandwouldvalueyourcandidinput.Pleaseanswerthe
questionsbelowasbestyoucan.Short,bulletedanswersarefine.IveincludedasamplelistofBrand
Attributeideastosparkyourthinking.

COREVALUES

1. Whatdoyouthinkmycorevaluesare?

KEYSTRENGTHSANDWEAKNESSES

1. Whatismykeyskillset?

2. Whatismyexpertise?

3. Whataretheweaknessesthatmayholdmeback?

UNIQUEVALUEPROPOSITION

1. Whatismyuniqueexpertiseorvaluethatdifferentiatesme?

PERSONALITY/IMAGEATTRIBUTES

1. HowdoIcomeacrosstoothers?

2. Whatarethekeyadjectivesthatdescribemypersonality?Describemylookandstyle.

LEADERSHIPATTRIBUTES

1. WhatkindofaleaderamI?

RELATIONSHIPATTRIBUTES

1. Whatisitliketoengagewithmeprofessionallyandsocially?

WHATISALIVINGORINANIMATETHINGTHATBESTREPRESENTSMYBRAND?PLEASEEXPLAIN.
EXAMPLES:

AtrustedSaintBernarddogwhoalwayscometotherescue
AMiniCoopercarthatisefficient,funtodriveandhasaquirkysenseofstyle

Thefollowinglistofpotentialbrandattributesmayhelptospurideasasyouanswerthequestions
above.

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Sample Brand Attributes

CoreValues

Openmind
Friendly
Determination
Trust
Courage
Respect
Integrity
Passion
Innovation
Transparency
Adaptability
Reliability
Accountability
Honesty
Givingback
Leadership
Vision
Quality
Diversity
ThoughtLeadership
Service
HelpingOthers
Education
Competence
Responsibility

Strengths
ProjectManagement
PeopleManagement
FinancialorOperation
Management
TechnicalExpertise
StrategicPlanning
ManagingConflict
CreativeProblemSolving
DeliveringPresentations
DecisionMaking
Mentoring
Communication
StrategicVision
Collaborationand
Teamwork
BuildingandLeading
Teams
LeadingInnovation
StreamliningProcesses
StrivingforResults
ChangeManagement
DomainExpertise

Personality

Visionary
Positive
Strategic
Creative
Present
Focused
Flexible
Inspirational
Senseofhumor
Compassionate
Patient
Resultsoriented
Analytical
Driven
Passionate
Collaborative
Personable
Energetic
Friendly

Image

Sophisticated
Elegant
Edgy
Classic
Businesscasual
Urban
Artistic
Innovative
Technology
savvy
Worldly
Cultured
Colorful
Conservative
Academic
Professional
Entrepreneurial
Leader
Hip

BrandingPays LLC 855 El Camino Real Suite 13A-157 Palo Alto California 94301-2326
TEL +1 650.328.1121

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E-mail info@brandingpays.com

www.brandingpays.com

RESOURCES REFERENCES
BOOKS
BrandingPays,KarenKang.
BRAG!TheArtofTootingYourOwnHornwithoutBlowingIt.PeggyKlaus.

VIDEOS

PersonalBrandingGuru,WilliamArrudahttp://www.youtube.com/watch?v=6paItEm2AF4

PersonalBranding:FourPrinciplesofCareerDistinction
http://www.youtube.com/watch?v=iaFCmV5Ojqk&feature=related

Brandinganddifferentiationhttp://www.youtube.com/watch?v=8Py4XtVBImc&feature=related

PersonalBrandingWhatColorisYourBrand
http://www.youtube.com/watch?v=XDohoPavchc&feature=related

WEBSITES

TomPeters!http://tompeters.com/
TheBrandCalledYou,TomPeters,http://www.fastcompany.com/28905/brandcalledyou
BrandingPayshttp://brandingpays.com/
SmarterNetworkinghttp://www.smarternetworking.com/main/index.php
ReachPersonalBrandinghttp://www.reachpersonalbranding.com/
Training,CoachingandSpeakingServices,PatOMalleyhttp://arrowleaf.net
PricewaterhouseCoopers(PWC)http://www.pwc.com/us/en/careers/campus/programs
events/personalbrand/index.jhtml#overview
PricewaterhouseCoopers(PWC)PersonalBrandWorkbook,
http://www.pwc.com/us/en/careers/campus/assets/img/programs/personalbrand
workbook.pdf

DISCLAIMER
MappingYourUniqueValue:aRoadmaptoPersonalBrandingisanindependentpublication
andhasnotbeenauthorized,sponsored,orotherwiseapprovedbyAppleInc.,StarbucksorThe
WaltDisneyCompany

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RESOURCES PRESENTER BIOGRAPHIES AND CONTACT INFORMATION

Amberhasabackgroundinlandscapearchitectureandnaturalresource
management.WithadecadeofGISexperience,herspecialtyisusingGISasa
toolfordesignprojects,includinglandplanninganddevelopment.Sheworksasa
LandscapeDesignerandGISAnalystatTheWatershedCompany,an
environmentalconsultingfirminKirkland.
Email:araynsford@watershedco.com
Amber Raynsford

TonyahasabackgroundinEnvironmentalScienceandGISAnalysisandhas
workedwithGeoEngineersforover13years.SheisanexpertinEnterprise
Architecture,datamanagementbestpracticesandGIS.Tonyaprovidesvalueto
herclientsbytrulyunderstandingtheirbusinessneedsandimplementingthe
bestsolutionforthoseneeds.
Email:tkauhi@geoengineers.com
Tonya Kauhi

ChristinarecentlygraduatedfromWesternWashingtonUniversitywitha
passionforbeautifyingmaps.ShehasbeenatGeoEngineersforalmostayear
nowwheresheoffersafreshperspectiveonoldprojectsandspecializesin
cartographyforavarietyofearthscienceprojects.Sheisenthusiastically
learningnewskillseveryday.
Email:cgonzales@geoengineers.com
Christina Gonzales

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NOTES

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