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Personal Branding
ORL
Summers McKay
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Business Leaders with
Clearly Defined Personal Brands
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So What’s a Personal Brand?
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From Wikipedia, the free encyclopedia
Personal branding is the process whereby people and their careers are marked as brands.[1] While previous
self-help management techniques were about self-improvement, the personal branding concept suggests
instead that success comes from self-packaging.[1]
The process is further defined as the creation of an asset that pertains to a particular person or individual; this
includes but is not limited to the body, clothing, physical appearance and areas of knowledge, leading to a
uniquely distinguishable, and ideally memorable, impression.[citation needed] The term is thought to have been first
used and discussed in a 1997 article by Tom Peters.[2]
• Personal branding often involves the application of one's name to various products. For example, the
celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the
products he endorses (e.g. Trump Steaks).

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So What’s a Personal Brand?
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“A Personal Brand is the articulation of your
value proposition to the marketplace. It’s who
you are, what you offer, and what you expect in
return.” Summers McKay

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What is your Personal Brand?
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Committed
Loyal
Hard working
Creative
Analytical
Organized
A Leader
Conscientious
Meticulous
Animated
Passionate
Adventurous
Curious
Reliable
Supportive
Innovative
Problem Solver Good Listener
Quantitative
Qualitative
Resourceful
Gracious
Polite
Energetic
Calm
Smart
Self Motivated

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What does it mean and why is it useful?
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Identify the value you bring to the table.
Be able to effectively convey and articulate it.
Use it to get a job & create productive relationships.

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What are the risks of a social media profile?
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Too Much Info Shared Personal Security
“About 27 per cent of employers view social media profiles on Facebook,
Twitter or LinkedIn to get a better taste of a candidate's character beyond their
CV and application form. But is it fair for employers to do this and what are the
risks?” ACAS – (Employment & HR Consortium UK)
Discrimination
Misunderstandings Profile Pirating or Hacking
Inappropriate Content for Your Audience

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Personal Brand or Social Media Presence?
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So, you need to control your brand.
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Brand Decisions – What Do You Value?
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Hard work
Collaboration
Stability
Innovation
Compensation
Creativity
Clear Hierarchy
Financial responsibility
Feedback
Impact
Broad experiences
Focused Energy
Growth
Technology
Independence
Engagement
Strategy
Analysis

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Brand Decisions – What Does Your
Audience Value?
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• Employers
• Colleagues
• Clients
• Mentors
• Friends
• Family

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Brand Decisions – What Are Your Goals?
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• Get a job….. (no duh)
– But specifically, what is the kind of job you
want, the type of responsibilities you want
and what do you believe in your value
portfolio will further that goal?
• Articulate the elements of your brand
that will help you achieve your goals.

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Ways to Demonstrate Your Brand
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• How you present yourself
• How you engage with those around you
• Events & Activities you participate in
• Your elevator pitch
• Your resume
• Your online profile

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What is an Impression Network?
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“Your Impression Network is the aggregate of
everyone you touch through social media, the
people you know in real life, and those who want to
be connected to you.”
It’s your facebook friends, it’s your tumblr followers, your twitter followers,
your linked in crew, your pinterest pinners, your reddit readers, your vine
viewers, your instagram pals, your blog followers, your google plus’rs,
your classmates, your professors, your friends, your colleagues ….. OMG
what have I missed?
Summers McKay

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What is an Impression Network?
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How Can You Use Your
Impression Network?
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• Build your network
• Get a job
• Improve your on the job performance
• Increase learning and expertise
• Enhance the value you bring to your
organizations.

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So what kind of impression
do you want to make?
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Getting Above the Fold
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Ways to Demonstrate Your Brand Online
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• Email Address & Signature
• LinkedIn & other professional profiles eg: intern sushi
• Twitter
• Facebook
• Others …. Google +, Blog, Pinterest, Pandora……
etc

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Building The Basics
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Your Email Signature
Summers McKay
summersmckay@gmail.com
www.linkedin.com/in/summersmckay
310-5xx-7898

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Building The Basics
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Linkedin Profile
1) Start with a professional looking picture and a clear self description.
2) Use your summary to explain what you value and what you are seeking.
3) Outline experiences – describe what you learned or did in each role.
Volunteering, Class Projects, EDGE, Internships, other jobs.
4) Connect to people you know.
5) Follow companies and executives that you admire. Learn what they
think is important. Observe their stated values. Are they aligned with
yours?

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Building The Basics
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Your Facebook (Not Optional)
- But how much you share is. You want people to be able to see the basics about
you on FB, because it will help push you above the fold. But not everyone
should be able to see your friends, your interactions, your likes and dislikes.
- If you choose to be public, everything you post must be aligned with your
personal brand.
- If you choose not to be public, it still doesn’t matter. EVERYTHING you post
must be aligned with your personal brand.

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Building The Basics
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Your Resume (Not Optional)
- You need to craft your resume to communicate the desired skills and needed
experience for the jobs you are applying for. Human resource executives are
just checking boxes. This is NOT the place to be particularly self expressive.
- Keep it concise and clear.
- Start with a one sentence description of your skills and personal qualities
tailored to each position you are applying for. Read the job description, and
reiterate it back to them. You are that needed resource.
- List experiences and what you learned in them, not just responsibilities you had.

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Building The Basics
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Your Twitter (optional)
- Establish an account with a professional or clever, but not inappropriate name.
- Follow companies and people that are aligned with your values or goals. (Some
fun ones are ok as well…. ;-)
- Tweet ONLY when it is aligned with your goals, your brand and your intended
dialogue.
- Don’t use twitter for rants… unless it’s with Sprint or Time Warner Cable… then
they fix things faster.

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Building The Basics
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Your Blog (Optional)
- If you choose to blog, do it with your core values and stated goals. Be on topic.
Don’t just muse without direction. If an employer, customer, or colleague
searches for your blog…. (and they will) it needs to be authentic and aligned.

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So What’s a Personal Brand?
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“A Personal Brand is the articulation of your
value proposition to the marketplace. It’s who
you are, what you offer, and what you expect in
return.” Summers McKay

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#GETCLIMBING