Personal Branding & Marketing: Secrets to Entrepreneurship, Networking, and Social Media Marketing | Cal Hyslop MBA, University Instructor | Skillshare

Personal Branding & Marketing: Secrets to Entrepreneurship, Networking, and Social Media Marketing

Cal Hyslop MBA, University Instructor, Work Harder on Yourself than Your Job!

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6 Lessons (35m)
    • 1. Get Ready to Own Your Brand

      5:23
    • 2. What, Why, and Who

      5:23
    • 3. Your Ambitions

      5:34
    • 4. Your Brand Statement

      6:12
    • 5. Broadcasting Your Brand

      10:19
    • 6. It's a Wrap

      1:50

About This Class

 If You're Not Branding Yourself, then Someone Else is Sure to Do It for You

As society moves towards the digitalization of everything, one of the most valuable assets an individual can possess is a personal brand. It is advantageous for young individuals to build a personal brand because it helps establish credibility, build a network, and create greater job security in an evolving marketplace. You will learn methods of building a personal brand and how to use the tools to support that process.

This is the final section of a 12-part class. To see the entire class, visit https://skl.sh/2U2VFQs.

For a list of more helpful classes, visit my profile page at https://www.skillshare.com/user/calhyslop

Transcripts

1. Get Ready to Own Your Brand: great. You've made it to the final lesson of our 12 part Siri's. Today's lesson. Today's core lesson. Maybe a little different than the others, because it seems to be somewhat of a newer concept compared to the others. Eso Let's get into what I'm talking about. Today's lesson is specifically on personal brandy, not branding per se, but personal branding or quote for the day goes like this. If you're not branding yourself, you can be sure others will do it for you. So it's a bit of a warning. It means if you are not taking control of your perception, how other people view you, then they're going toe. Take control of it instead of you. So wouldn't you want to keep that power over your perception, your reputation in effect? So what are we going to talk about in this last core lesson? Well, we'll go over, of course, as usual, the introduction and mystery question first. Then we'll talk about why or what personal branding is. Why do it and who should do personal branding specifically. Then we'll look at considering your ambitions to work on that personal brand. We'll look at how to craft a brand statement, and we'll go into what you should do in order to broadcast your personal brand. And then finally, of course, we'll wrap things up with mystery. Question answered. Okay, let's get into it first, Not personal branding, but more specifically branding. What is that? You've heard of it before, but let's define it. Branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. So what companies come to mind when you think of good branding here to that air, the best of the best at it? Number one, of course. Apple, Apple computers and apple products into swish. That's Nike thes two symbols air instantly recognizable around the world. The reason isn't because they have the best products. The reason is because these companies are masters of branding, and their approach to branding is a different approach to marketing. They don't focus on telling the world who they are and what they do. Instead, they focus on telling the world what they believe. To keep that in mind, these companies show that they stand for an idea, and their competitors typically don't and thus always find themselves focusing on how to beat Apple or how to beat Nike instead of focusing on themselves regarding branding, I want to focus instead of on a company on an individual who is the world's best. Brander arguably so who is one of the best personal brand, er's of all time? He himself is better no more than his over 400 companies that he owns. He's built a name, and he has built a name that has more value to it than those companies combined as well. And here a few details. Number one. He's not from a wealthy family. He performed badly in school. He dropped out of school at the age of 18. But he's adventurous, highly resourceful and understands the importance of branding his airlines started when he was stuck in Puerto Rico trying to get to the British Virgin Islands. There weren't enough people to book for the flight, so the airline canceled the flight. He called a private charter company and, almost as a joke, went around the airport with a sign saying $39.1 way to British Virgin Islands. All the passengers who were waiting to get there took up his offer and the plane was full. That was the birth of his airline company. He is also known to encourage entrepreneurs and youngsters. He's involved in a variety of start of events and also funds many of them. He's widely known as a mentor, philanthropist and champion of the youth, and we can see him quoting this. Too many companies want their brands to reflect some idealize perfected image of themselves . As a consequence there, brands acquired no texture, no character and no public trust, something that he has done the opposite. So can you guess who this personal brander extraordinaire is? So to recap this initial section of our core lesson on personal branding, we looked quickly at what is branding the marketing idea corporate idea of branding what is or who is one of the best personal brand er's in the world. And my question to you is, Can you guess who he is? So good luck on that gas and let's get ready for the next course section. What is personal branding? Why should you do personal branding and what are the best candidates? What are the best type of people who should do personal brandy? See soon 2. What, Why, and Who: great. So now you understand what branding is. But what is personal branding? Let's go over what it is, why I do it. And who should have a personal brand well, different, then branding itself as faras. The corporate business term is we have a new term called personal branding, and this is your ability to recognize, own and promote your persona. It's the unique combination of your skills, experience and personality that you want the world to see. Think of it as the management of your reputation. Personal branding is smart because it helps make you more visible. You want to be seen in a crowded world. It makes you look more professional. Now that you're visible, you want to look good, too. It establishes credibility and trust, and you need these things for people to give you opportunities. It helps you find a job. Maybe you're going to graduate university fairly soon. Maybe you already have a job and you're looking for another job. It strengthens job security. Once you find a job, you want to hold on to it as long as possible are least as long as you want to keep that job so personal branding has a lot of benefits, and here's a really good quote that lends a lot of truth. People give opportunities to those who they know like and trust in a personal brand. At least managing that personal brand well. Building that personal brand well will help you with these things. It will get people not only to know you, but also like you and trust you. So who is a personal brand? Four. What do you think? What types of people should have build manage a personal brand? Well, the answer could be surprising. The truth is, everyone should have a personal brand. And believe it or not, you already do. A personal brand is for everyone. Whether you like it or not, you already have a brand, and that's called your reputation. So the question is not if you should have a personal brand. The question is, are you going to manage your personal brand or not so there to places where you build and manage your personal brand. One is in person and the other is online in person is obvious. Your personal brand is affected through your friends, your co workers, your network, which I hope that your building and everyone you come into contact with. As Faras Online goes well, the obvious is also true. It's social media, for example, Facebook, instagram and so on. It's block posts anywhere that you're creating information and putting it online. It's also online publications. Any time that your name pops up somewhere online, perhaps someone has written about you. Or perhaps someone will in the future. And it's any Google search someone performs on you. Now don't be surprised. People will google you at one point or another, especially employers. Why don't you take some time google your name online and see what pops up? Are you satisfied with what you see? And does this represent the person you are or you want to be? Let's take a look at a couple quotes made by successful people in experts in their fields. On the topic of personal branding. Your personal brand is what people say about you when you're not in the room. Your personal brand is what differentiates you from others. If you're not branding yourself, you can be sure others will do it for you, and I think we saw this one recently. Personal branding is all about your unique promise of value and what you bring to the table . It's also about getting your potential clients to choose you as the only solution to their problem. Your personal brand serves as your best protection against business factors you can't control and finally be yourself. Everyone else is already taken, and that's the way you want to approach your personal brand. So to recap, what is personal branding? Why do it? And who should have a personal brand? Well, we looked at the definition of personal branding compared to their previous lesson on branding itself. We looked at the reasons why personal branding is a smart thing to do, and we also found out that everyone should have a personal brand, build it and manage it. And finally, where our personal brand seen, they're both in person and online. So you want toe focus on both of those. Don't neglect one or the other. Okay, that wraps it up for this section on personal branding. Let's look forward to the next section, considering your ambitions 3. Your Ambitions: So we want to look at the steps to define a your personal brand and their three steps that I want you to follow. Number one. Consider your ambitions to craft a brand statement and three broadcast your brand. So can you guess what we're gonna work on in this section, Of course, is going to be considering your ambitions. And you should already have a sense of your ambitions because of our first lesson or first core lesson on goal setting. The next thing I like you do before we really begin is get out your work sheets, your worksheet for this particular poor lesson and the title is your personal branding worksheet. Go ahead, push, pause. Get out that worksheet and then let's continue. As I just mentioned, you already have an idea about your ambitions because of our first lesson on goals. And if you recall your goal setting worksheet, you should have written down your short term goals and your long term goals. Now keep those in mind for a second as faras. Considering your ambitions, you already have direction and are already quite aware of your goals. However, I want you to think about how you are perceived by others. How do other people think about you? And I want you to think about how you would like to be proceed and answer this question in doing so. When people think about me, they think about what? So what comes to mind? How do you think people think about you? So let's do another thought experiment. And here we have our time machine again. I want you to imagine, 10 years from now, 10 years from today. What do you want to be known for? When somebody hears your name? When somebody thinks about you, what should they associate with your name? What could you be famous for in your circle of friends in your circle of peers? All right. Given a moment. Think about it. Push, Pause. Right. A few nose down. What do you want to be known for in 10 years? Okay, that's not as easy as it sounded. Was all right. Now go to your works. Your personal branding worksheet. Get it out and let's go to section number one under. Consider your ambitions in number one of the same question for you in 10 years. What do you want to be known for. Can you write that list that you were just now creating? Can you make a few notes, Write a few sentences in this box. Now, go ahead and push pause so you could finish this section and then we'll go on to the next one. So now that you have an idea of what you want to be known for in 10 years, I have a sentence that I want you to try and complete as best possible. Now, my example here is from a man named John, as you can see up here. But we want to make this person actually you instead. So I want you to do this. Let's do another thought. Experiment. I want you to imagine that you are at a dinner party or you're meeting someone for the first time and someone is introducing you. And while you're being introduced, what would someone say while introducing you to another person? How would someone introduce you to this other person? Now the example appears you can see it's like saying hello. This is John. He is known for something. He has accomplished something. If you want to talk about something, then you want to talk to him. So imagining that this is now not John but you instead, how would someone introduce you to another person? What do you known for? What have you accomplished in 10 years? What do you specialize in? So if someone wants to talk to you about a certain topic, then you're that go to person that they want to get information from. We have these three blanks. I want you to try to fill those in as best possible. So let's go back to our worksheet and under number to scroll up a little bit, using some of the answers above. Complete the sentence here again. This is in your name. Put your name here, please. He or she is known for what he or she has accomplished. What? If you want to talk about something specific, your area of expertise, then you want to talk to him or her. So you have four areas. I want you to fill in the first ones. Super easy rights. Just your name. But the next three take possibly a little thinking. Go ahead and push. Pause now and try to complete. This section is best possible. But don't think too hard about it. You can always come back and change it later. Actually, you probably will change it more than once as time progresses. Fantastic. Now you have a clearer idea of your ambitions, especially 10 years from now. So to recap what we've talked about, I asked you, How do you think others perceive you at the moment? And then we talked about How do you want to be perceived? How do you want or what do you want to be known for in 10 years? And finally what with someone else say about you when introducing you to another person? Okay, so that was part one. Considering your ambitions, let's get ready for part two crafting a brand statement. 4. Your Brand Statement: Now that you've considered your ambitions, we want to move to the next step and take a look at building a brand statement. Now, our previous lesson was more geared on what other people will say about you. This particular section is Maura, about what you say about you. You're a personal branding statement will be unique to you, and if written correctly, it will clearly describe what you do and who you serve. So try to identify three areas that make you unique, and here they are Number one, your natural talents, natural talents, maybe things like being social and well liked, being able to solve problems, being resourceful, being detailed and strength you have that are found on your strengths. Test something I'll show you in just a second Number two or your acquired skills required skills or the things you've learned and studied to get better at thes things. You might put on your resume, perhaps things like computer skills, programming, different languages, management design in any certifications and third or your personal passions. Your personal passions include the things that interest you, as you might expect. What do you like to talk about? What do you like to read about toe. Listen to what do you do for fun? Now, just a second ago regarding your natural talents I mentioned is something called the strengths test. If you want to know more about your strengths, I suggest going to this website. It's www dot v I, a character, doc or and you can do something special here. If you go under character strengths and then you scroll down toward the bottom, you can take their free survey. Now this institute on character offers a free survey to help you identify your top strengths. All you need to do is register and then on your way. So I really suggest you take the time and fill out the survey so you get a better understanding of your strengths. Now, this is my test results on strengths, and it gave me an idea of what my top strengths are, and maybe some that I could work on. So give it a shot. It will help you fill out your natural talents area. So considering these three areas from natural talents, required skills and your personal passions, I want you to get out that personal branding worksheet and fill out these three sections now. Those three sections are right here under craft. A brand statement. Now I like to take some time, list some of your natural talents. Now, once again, if you fill out that online survey, it can help you fill in this particular area. Then go over here to number two listening skills that you currently have and any skills that you're currently working on obtaining. Put them all down here and then in number three, list a few of your interest in passions. Once again, these are things that you do for fun things that interest you. So go ahead and push pause. Fill out these three sections. Take the survey if you can, and then we'll continue. Great. Now you have a clear idea of your natural talents. Acquire skills and personal passions from these talents, skills and passions. What kind of person are you now? Or do you hope to be? Try to bring some of these pieces together to make one or two sentences that show your uniqueness and what you do or hope to do. Your personal brand statement is basically a catchphrase that says something about your expertise and what makes you unique. It gives people a quick glance into what you can do, so they'll be able to understand how you could be of benefit to them at some point. And if catchy enough, that's how people are going to recognize and remember you. Does it seem difficult? Well, don't worry. If this seems hard, it'll take a while to get it to feel right. You could always change your later. Actually, you may change it several times as time goes by to get it right. So now we want to write that in your worksheet under number four. So scroll down to hear number four using the answers in the above three sections. What information can you use to complete the following personal branding statement? I use my natural ability to something, something and my skills in something, something to help others something something in the whatever industry you're in or plan to be in. It's the same statement you just saw. So take a little bit of time, fill that out to the best of your ability, press pause, and then we'll continue. This all blends together to become the unique you that you share with the world and what you build as your reputation and personal brand. Remember to be true to who you are, though. Don't make an effort to be what you think others want to hear. If you do that, then you're trying to be someone you are, and that really won't work out for you in the long run. It's going to be the real you who people come toe like and trust, and that is your unique personality. Congratulations. You now have a personal brand statement. So in orderto come up with that particular statement, let's recap what we did. We took a look at your natural talents and I asked you to go to the strength test online Thievy I a character institute. Then you looked at your acquired skills, the skills you have now and the ones that you probably working on. And then the last Section two. That would be your personal passions. What do you like? What your interests And from there you created your personal branding statement. Good job. The next thing we want to do is broadcast your brand, and that's the next section, and we'll get there in a second 5. Broadcasting Your Brand: fantastic. Now you know what you want to say about yourself. You've crafted your brand statement. The next thing we want to do is broadcast that statement both offline and online. Now you want to consistently communicate this to others, and if you continue to do so over time, people will associate you with your brand. You will become considered a thought leader in your field. It does take some time, but it's well worth it. This could be a huge advantage over others. When you're looking for job or trying to generate business is some kind. Therefore, practice talking about your brand with your friends. Classmates and professors talked to everyone about interesting topics in your field or industry. The more you talk, the more you potentially learn and connect with other like minded people as well. Continue to build your network, especially with those with similar interests and people who you can help later with your talents and skills. And take a look again at our networking lesson. Use it, build your network and build your brand at the same time. Let's go back to your personal branding worksheet. The next section on broadcast to your brand. We want to fill out the next two sections Number one and number two. So here, under broadcast, your brand number one asked these questions. Have you made an effort to network Mawr? What specifically have you done? Have you joined any clubs or organisations attended any events, met or contacted people of influence or those that you admire? If so, please explain what you've done. And if not, why haven't you yet? So go ahead. Push, Pause, please fill in this section now. Okay, now let's go to number two. Number two says list the social networking sites you currently use SNS like Facebook instagram linked in and so on. Which one do you think would be the best choice for you to start broadcasting your personal brand on? What do you think is the number one choice out of however many you currently use? Push pause again. Think about it for a moment and right into your answers and take your brand and professional interest online into your social media accounts. Choose a platform that you like or use most and stick with it instead of trying to use several SNS platforms at the same time. It's really better to stick with one, as opposed to many choose one that you can specialize in. So again, what's your favorite SNS site? What I would like to do now is try a quick experiment. You might find this fairly interesting. Go ahead, open up one of your SNS platforms. Open up the one you use most. Maybe it's Facebook. Maybe Instagram. Who knows? Go ahead. Open up one now and take a look at your posts. Take a look at your photos that you've uploaded. Go ahead, Do that right now. Push, Boss. Take a look at the post you've made recently. What kind of content have you put in those posts? How much are they related to what you want to be known for, huh? Remember that what you post online is what you add to your reputation and your personal brand. Are you comfortable continuing posting as you have been recently, or would you benefit to make a change a different direction in your post that would better reflect the person that you want to be in 10 years and content more related to your areas of study and your industry. Are your posts more like this? Oh, my God, take another look. Summer is not a month or this. These are just jokes. But the point is, keep in mind what you're posting. Remember, this is a direct reflection on your reputation. Instead of these posts, maybe you want something closer like this. Look at the bottom headline. Trey Wins Distinguished Teaching Award There's something positive and possibly valuable information to someone in your industry regarding this Post. Posts like these add to your reputation and personal brand in a positive way as well. So let's go to number three on your worksheet. Number three. Ask these two questions. What content could you post on these sites that would create value for other members? And what could you educate others about? Take a moment, Push Paul eyes and think, How can you best answer these questions about yourself? So what is a good idea to post Start with anything that will educate others? Be an educator. That is a simple and great way to help others. That's how you create value. Sharing knowledge is a fantastic way to build a reputation where others start to see you as an expert in a particular area and try to be as specific as possible in your field. Don't try to educate people generally, that won't set you apart from others, and most people will not be interested. Instead, educate others about specifics in your field or industry here. Three pretty good examples of someone named Gary Vaynerchuk, also known as Gary V. He's all over social media, and he's killing it. He's doing a fantastic job. He post things that are valuable to people in these social media sites. Things like the four people every start up needs or why nice guys finish last is not true. This is a Facebook example. Something on linked in. He's posted these three things that may be of value to several people, more geared toward the linked in community and instagram posts that are more geared to people on the instagram community. Nonetheless, make your posts educational and valuable. And are there any lessons that you've learned in this online class that could be tied to your field or industry or that can help people be more successful in that field or industry ? If so, use these topics to start with. After all, you just recently learned them. Now here's some important things to do to make sure you're doing things right on social media. Number one. Clean up your posts. Delete any photos that are in bad taste, especially any photos that involved alcohol. Make sure you look professional. Remove any post that use bad or offensive language. We don't want to offend anyone. Remove politically opinionated posts unless these may be required for your industry. But typically, politics should not be in your industry. These things tend to offend people more so than bringing them together. You want to build relationships, not burn bridges, basically removed anything that may make you look bad when considering the person you want to be in 10 years. Furthermore, optimize your profile or profiles. Make your profile look professional and reflect your field or industry. Choose a professional looking headshot of yourself for your profile photo and take time to fill in your background in history sections to reflect your goals, talents, skills and any value you hope to add to others. It's well worth the effort, so let's look at number four on your worksheet. Number four asks. What specifically do you plan to do in order to clean up your SNS accounts? make a few notes there. Push, pause and then let's wrap up this section now I've mentioned, linked in earlier. It's really a great platform to help you network and build your brand and your reputation. So why not get a linked in account, optimize it? Try to build up to 500 connections and use it? Lincoln is great for a few reasons. One. Recruiters use LinkedIn. This can help you find a job next linked in. Send you news for your specific industry. They can help you stay informed. It's an easy way to stay professionally connected to former classmates and colleagues. More so than Facebook, I'd say you can follow influencers like Richard Branson and Warren Buffett and learn from the value that they posed. And finally, it's free. It's free networking, so why not use now? You're on your way to broadcasting your brand, both person to person and online, and to recount what we talked about, we talked about the networking effects that you should be doing. Are you working currently on building your network? I hope so. If not start. We talked about your social networks. Which ones do you use and which one do you think is the most important one for you to use? Specifically, we talked about the right content to post what you should be posting versus what you shouldn't. We talked about cleaning up your profile and making you look more professional and reflecting mawr of who you want to be in 10 years. And I said, Why not consider linked in it could be of benefit to you now and potentially the future Fantastic. We're just about done with this core lesson, the last of all of our core lessons. Personal branding. Let's look at our mystery question answered coming up next. 6. It's a Wrap: So here we are again at the end of one of our core lessons, and this happens to be our 12th and final core lesson. Now let's take a look at the mystery question answered. I asked you to try name this master of branding and master of personal branding once again . Let's remember he wasn't from a wealthy family. He didn't do well in school. He actually dropped out at the age of 16. However, he's adventurous, very resourceful and definitely understands the importance of branding. Not only that, if you recall, one of its flights was cancelled to the British version islands, and he held up a sign saying $39.1 way to British Virgin Islands and got a lot of people to go with him, which then led to the beginning of his own airlines. So were you able to guess who this man waas? Well, do you recognize him now? This is none other than the famous Richard Branson, and he once said, and I quote, branding is everything. A young girl once came up to me and told me I could be famous because I looked just like Richard Branson. That's pretty funny that shows you just how famous this man is, not necessarily for his companies and his excess, but his personality. Him himself. That's true branding power and once again lays in German, become the teacher, perhaps help someone create their branding statement or help someone with their online persona help someone clean up their social media account and improve their online presence . Great. Now you are on your way to having a better long term personal brand. Let's get ready to wrap up our entire course with our summary video.