8 Secrets to Perfect Your Brand Online

Whether you know it or not, you’re carrying around a brand online. But in this matter you have a choice: You can brand yourself, or you can be branded. You can actively own your identity, or you can be a passive receptacle of default settings.

Indeed, it’s no longer enough to rely on 1.0 staples like the presence of a LinkedIn profile or a company website. Your brand now encompasses everything from the search results when your name is Googled to your email signature.

This workshop will walk you through a series of best practices to establish and protect your digital brand. By the end, you’ll enjoy a working knowledge of the tools and techniques that will equip you to:

✔️ Identify your brand through the eyes of your stakeholders

✔️ Build your brand using the most popular digital channels

✔️ Monitor and measure your progress

Transcript

1. 8 Secrets to Perfect Your Brand Online
2. “When the Pulitzer Prizes are announced next week, the citation for public service by a newspaper will go to the Washington Post. Certainly the Post deserves credit for its tenacity. But the trade knows that personal honors belong to an unlikely trio of relatively junior newsmen.”
3. “Before anyone else at the Post, Sussman saw Watergate as a larger story, saw that the individual events were part of a larger pattern.”
4. WHAT IS BRANDING?
5. Companies Logo Price Location Individuals Followers Clothing Car
6. Your brand isn’t what yousay it is. Your brand is what theysay it is.
7. Your brand is the one sentence people say about you after you leave the room.
8. You have a choice
9. You can brand yourself. Or you can be branded.
10. 2 Classic case studies
11. The fourth day of July. The last day of October. The last night of the year. The fourth Thursday in November. July 4th Halloween New Year’s Eve Thanksgiving
12. Uber Dynamic Pricing Everyone Else Surge Pricing
14. AND 1 over- looked ONE
15. What Brand Does Your Email Address Communicate? Before the “@.”
16. leonard.downie04@executiveeditors.com
17. mbaron@bezospost.org
18. sally@buzbee.com
19. bigbadserrao@aol.com
20. What Brand Does Your Email Address Communicate? Your signature block.
21. Benjamin Bradlee Senior Consultant Strategy & Organization L.V.H. Partners Desk: 703-606-9189 Cell: 202-505-6716 Bradlee_Benjamin@LVHPartners.com
23. Frederick Stevenson Executive Vice President fstevenson@levick.com LEVICK | 202.973.1451 O | 202.270.3570 M | 202.973.1301 F 1900 M Street, NW, Washington, DC 20036 | @levick | daily.levick.com | levick.com
25. THOSE 8 SECRETS
26. 1. Google yourself, regularly.
29. Rank Website 1 jonathanrick.com 2 twitter.com 3 linkedin.com 4 umd.edu 5 umd.edu 6 ratemyprofessors.com 7 ratemyprofessors.com 8 [images] 9 jonathanrickpresentations.com 10 planetterp.com
30. CAP
31. Rank Website Current Accurate Positive 1 jonathanrick.com ✔‍‍‍‍ ✔‍‍‍ ✔ 2 twitter.com ✔ ✔ ✔ 3 linkedin.com ✔ ✔ ✔ 4 umd.edu ✔ ✔ ✔ 5 umd.edu ✔ ✔ ✔ 6 ratemyprofessors.com N/A N/A N/A 7 ratemyprofessors.com ✔ ✔ ✔ 8 [images] ✔ ✔ ✔ 9 jonathanrickpresentations.com ✔ ✔ ✔ 10 planetterp.com ✔ ✔ ✔
32. CAP current
33. CAP accurate
34. CAP positive
35. 2. Manage negative links.
36. Don’t Click Explain Comment
37. 3.Create content.
38. “You can’t push bad content down. But you can push good content up.” —JONATHAN RICK
39. Write articles. Announce new jobs. Join boards.
40. Media Mentions Social Media Your Own Website
41. 4. Make LinkedIn your best friend.
42. “Don’t ruin great messaging and positive interactions with an outdated or sparse profile.” —EMMA SNIDER 1
43. This is the easiest way to make your profile stand out. 2
46. “There’s no rule on LinkedIn that says you have to meekly list your job title in your headline and that’s it. Grab attention: Let people know how they’ll benefit when they work with you.” —ALAURA WEAVER 2
47. Job Title Managing Partner at the Whitney Group Headline I help trade associations raise mountains of money. 2
48. Job Title Account Executive at the BCG Group Headline I help Fortune 500 C.E.O.s and tech entrepreneurs navigate and influence Washington, D.C. 2
49. 1. I help people make sense of — and money from — business communication. 2. I help clients engender buzz, shape public opinion, and become thought leaders. 3. You name it, I’ve written it or edited it. Wikipedia pages? ☑ Slide decks? ☑ Op-eds? ☑ Blog posts? ☑ Résumés? ☑ 4. From Wikipedia pages to website copy. From slide decks to social-media content. From op-eds to oratory. From news- letters to news releases. From bios to blog posts. From reports to résumés. You provide the vision; I’ll provide the pen. 5. GHOSTWRITER: I partner with executives to create copy that’s as clear as it is convincing.✍ SPEAKER: I train teams how to write, present, and sell better.🗣 6. Swimmer by Dawn ⭐ Ghostwriter by Day ⭐ Professor by Night 7. Ghostwriter & Speaker 👉 I help people perfect their stories and their storytelling skills. M y Headlines 2
51. Unbranded http://linkedin.com/profile/ view?id=6891050 Branded http://linkedin.com/in/jrick 3
52. LinkedIn linkedin.com/in/jrick Elsewhere twitter.com/jrick facebook.com/jrick speakerdeck.com/jrick 3
53. Cultivate a niche. 5.
54. Don’t aim to be the best marketer in the world.
55. Aim to be the best marketer of nonprofits.
56. Or, even better, the best marketer of animal nonprofits.
58. Most Marketers Smart Marketers There he goes again! Will this guy ever learn?! Smart football teams — like smart employers — know how to deal with so-called brilliant jerks: They don’t hire them in the first place.
59. 6. Resist the urge to overshare
60. Be careful what you put in writing. Be careful who you friend. Use privacy settings.
61. 7 .Promote yourself
62. Should you do it aggressively?
63. David
64. Patrick
65. Or should you do it passively?
66. Mike
67. Cyrus
68. “Your work will not be recognized unless you share it. Nobody knows what you’ve done until you tell them. The ability to advocate for yourself will arm you against job loss, economic insecurity, and losing social currency with your boss, coworkers, and clients.” —MEREDITH FINEMAN
69. 8.Get a pro- fessional headshot
73. JonathanRickPresentations.com
74. Tell M e About hi@jonathanrick.com Your Brand!