Growing your nonprofit brand, company brand, business brand by personal brand, employee brand management. Presented by: www.Klaxos.com Contents * Brand defined * Personal Branding * Why branding important to employers * Why branding important to employees * How to build a personal brand * Tools of the Trade * Branding Case study: LinkedIn * Example: My Personal brand

1. Growing your organization by
personal brand management
June, 2012
Presented by
Linkedin.com/in/ChristianMoritz
AllianceInteractive.com

2. Goal: How to develop and leverage your own personal
brand for the good of yourself and your organization.
Contents
• About me
• Brand defined
• Personal Branding
•Why its important to employers
•Why its important to employees
• How to build a personal brand
• Tools of the Trade
• Case study: LinkedIn
• My Personal brand
• Connect With Me

3. About Me
• 20 year growing sales, conversions, audiences & brand influence.
• Leader in strategy, marketing, communications, branding, media,
events, advertising, issue advocacy, PR & e-commerce.
• Leader of a top D.C. digital media agency.
• MBA & BA in Marketing. Author.

4. Brand Defined
“A name, term, design, symbol, or any other feature that
identifies one seller's good or service as distinct from those
of other sellers.“
--American Marketing Association
“The emotional connection between a buyer and seller.”
--Christian Moritz

5. We are all brands
We are all CEO's of our own
companies: "Me Inc.“
Our most important job is to be
CMO for our own brand.
=

6. If you aren’t positioning your personal brand others will
de-position it for you.

7. Personal brands can define and grow an organizational brand

8. Personal branding can benefit nonprofit’s in two ways
A single charismatic leader….
Or a hive of buzzing
engaged employees…

9. Why personal branding is important to employers
Strong personal brands add value to organizational brands!
1. Publicity & visibility
2. Increased organizational credibility
3. Build engagement levels
4. Expands influence
5. Aids “storytelling” of mission
6. Human connection to the organization
7. Halo effect (works both ways)

10. Why personal branding is important to employees
YOU are the unique sub-brand of your nonprofit’s brand identity
1. Your name is a brand – are you coffee or Starbucks?
2. Networking and research keep the saw sharp
3. Makes you a leader in your current organization
4. Lifetime employment no longer exists
5. Personal branding is a passive job search
6. External consulting opportunities ($$ & new ideas)
7. Cost Effective
8. Fun

11. Five P’s of personal branding
1. Passion – pick subjects that you want to
engage in at 6am and midnight
2. Purpose – have a defined, targeted objective
3. People – hyper connect & pay it forward
4. Planning – personal editorial calendar and say
organized
5. Perseverance – pivot your message or channel
approach to expand your voice

12. Many free tools available - pick the ones that fit your style

13. Top tool for personal branding
• People are using LinkedIn to search for business providers,
policy experts and nonprofit advocacy organizations .
• Optimizing your LinkedIn profile can get your profile listed on
page one of Google. Get Noticed!
• Cheaper than spending thousands in online advertising or
website SEO.

14. A complete profile combined with many connections, e.g.
at least 50 will rank higher in Google results.
• LinkedIn ranks “complete” profiles higher than incomplete
profiles in its search results.
•To obtain maximize visibility in Google, it is critical to have
a profile that LinkedIn considers “complete”.
• 45 minute time investment

15. Full and complete profile = top of LinkedIn search AND…

16. … #3 of 61,400,000 Google search results!

17. Nuclear energy expert - #2 and #3 position in Google

18. Animal welfare expert - #5 position in Google

19. LinkedIn News
NAM.org
Obtained 3 new
memberships after
organizations saw
relevant NAM
tweets in their
LinkedIn news.
Cost of acquisition?
ZERO

20. Busy? Hire a professional profile expert to rank high on Google.
www.linkedinprofileservice.co

21. Which of these three mediums garner the most visibility?
Press Release?
– One voice

22. Blog? – Dozens of voices

23. Twitter! – Hundreds of voices

24. My personal brand

25. My LinkedIn has my work portfolio embedded – 1,000+ views
Linkedin.com/in/ChristianMoritz

26. Pick the medium that fits your style and comfort zone

27. With these devices so prevalent, there is no excuse for your
personal brand not to be heard
+ =

28. One of these commands a premium price!
Which of these are you today? Tomorrow?

29. Lets stay connected
Linkedin.com/in/ChristianMoritz
LinkedinProfileService.co
AllianceInteractive.com
@InfluenceHaus
christian@allianceinteractive.com