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Personal Branding: A Crash Course

Published on Oct 12, 2017

Created for the Swing Shift Career Accelerator in Seattle.

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Personal Branding: A Crash Course

The Swing Shift - October 2019
Photo by Julien Haler
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Catherine Carr

Founder and Chief Inspiration Officer, Vitamin C Creative
http://vitaminccreative.co
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This can feel overwhelming.
Now I have to brand myself?
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Relax! You got this.
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Today

  • Demystify!
  • Build!
  • Activate!
Photo by Julien Haler
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We'll use a process very much like the one I use with my clients. We are looking for that magic intersection right in the middle.
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1. Demystify

Photo by photoblog0006
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Brand does not equal logo.

Brand does not equal a logo.
It’s not even just the visual aspects.
Photo by clevercupcakes
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You don't have to spend money.

Photo by Oscar Nord
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You already have a personal brand.

It relates to a lot of things you've covered already:
Career Discernment
Google Suite
Resumes
LinkedIn
Social Media Platforms (IG, FB and Twitter)
Elevator Pitch and Positioning
Presentation skills.
Photo by rawpixel
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Why?

Photo by Veronique Debord
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You can get where you need to go faster.

Photo by mag3737
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You can stand out from the crowd.

Photo by Anne Worner
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You can be you.

Photo by Sandra Chile
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You can charge more.

Photo by 401(K) 2013
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Keeper of the Flame!

Other Cranium titles:
King of Ka-Ching
Worldly Wordsmith
Hip Shipster
Smooth Operator
Baron von Blueprint

(What would your Cranium title be?)
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What would your Cranium title be?

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2. Build

Photo by photoblog0006
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Brand audit: How do you show up?

  • Clarity
  • Consistency
  • Creativity (interestingness)
These are the pillars I use in my work with Vitamin C; we'll try them on here.
Photo by photoblog0006
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Quick audit

  • Google yourself
  • Social media profiles
  • Other touchpoints: website, business card, etc.
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Don't undervalue what comes easily to you.

Photo by rossbelmont
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What you don't do is just as important as what you do.

You don’t have to be everything to everybody. In fact, clarity and focus are your friends.
Photo by ismael villafranco
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Your list of wow - internal

  • What are you especially good at? What are your superpowers?
  • When do you feel like you're in the zone? What is fun and energizing?
  • How do others tend to describe you?
LinkedIn recommendations
Ask somebody in this room
Write down how people have described you
Ask a friend
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Your list of wow - external

  • How do others tend to describe you?
  • LinkedIn recommendations
  • Performance reviews
  • Etc.
LinkedIn recommendations
Ask somebody in this room
Write down how people have described you
Ask a friend
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Your brand universe

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What's in (and out of) your brand universe?

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A little research

  • Careers pages
  • Job listings
  • LinkedIn profiles
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Archetype Exercise

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Archetype Crash Course

  • Deep storytelling roots: transcend time, culture, language
  • Plato...Carl Jung...Joseph Campbell..."The Hero and the Outlaw"
  • Help us identify white space & north star/inspiration
Photo by Darron Birgenheier
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Guiding Principles

  • None are inherently positive or negative
  • Don't get too hung up on the labels
  • Starting point - wide range of possibility within each
  • Ideal outcome is to identify ONE to build around
Photo by marfis75
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12 Archetypes and Core Motivations

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Cars

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Coffee Shops

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12 Archetypes and Core Motivations

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What are some other examples of [archetype]?

What kind of [archetype] do you want to be?
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There's no right or wrong way to do this.

Photo by Oliver Roos
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3. Activate

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Building Blocks

  • Social presence (persona, or not)
  • Headshot/cover photo
  • Headline & bio (About me)
  • Manifesto
  • Business name/URL
  • Visual elements - fonts, color choices, design
Photo by Patrick Miyaoka
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You can start right now.

Photo by Anna Sidwell
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Ongoing Expression

  • What do you post/tweet/write about (on which channel)?
  • What do you say yes to? (And no to?)
  • How do you frame the conversation around your strengths?
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You're never "done."

Photo by Colton Jones
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It's ok to evolve.

Photo by Boris Smokrovic
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Secret Sauce Creative

Photo by Philipp Küng
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Catherine Carr

Founder and Chief Inspiration Officer, Vitamin C Creative
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Your brand universe

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Say it out loud.

Photo by Jason Rosewell
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Have fun with it!

Photo by Julien Haler

Catherine Carr

https://www.haikudeck.com/vitamin-c-creative-portfolio-business-presentation-LEEXVKdNwE