Personal Branding - Telling Your Story Online – Part 1
Workbook
1. Pick the 5 words that best describe you:













Achiever
Acknowledger
Adventurous
Ambitious
Appreciative
Authentic
Brave
Career Focused
Caring
Competent
Confident
Collaborative
Contributor













Courageous
Dependable
Determined
Effective
Energetic
Excellence
Great Attitude
Honest
Integrity
Knowledgeable
Leader
Loyal
Motivating












Organized
Purposeful
Quality Driven
Respectful
Successful
Supporter
Teacher / Educator
Team Player
Tolerant
Trusted
Unique
Versatile
Confidential and not to be re-used or shared without written consent from Gail Mercer-MacKay
2. Use your words to build your brand statement
 Example: In my professional life, I want to be known as:
 Leader
 Inspiring
 Motivating
 Educator
 Quality Driven
In my professional life, I want to be known as:
Confidential and not to be re-used or shared without written consent from Gail Mercer-MacKay
3. Create a Brand Statement
Brand Statement Example:
 In my professional life, I want to be known as a leader in the world of digital storytelling who
educates, inspires and encourages others to become their best self through the use of online
storytelling techniques.
 When others work with me they can expect the highest quality products and services from
someone who cares about their success.
In my professional life, I want to be known as _______________________________________
In the world of _______________________________________________________________
who ________________________________________________________________________
others to become/achieve _______________________________________________________
through ______________________________________________________________________.
When others work with me they can expect _________________________________________.
Confidential and not to be re-used or shared without written consent from Gail Mercer-MacKay
4. Create a great and searchable uber Title
 Tells your story in one sentence
 Include Searchable Keywords that Represent your Revenue (speaker, author, writer, recruiter, etc.)
 Develops your dimension – want to move from 2D to 3D
Confidential and not to be re-used or shared without written consent from Gail Mercer-MacKay
5. Write Your uber Story (LinkedIn Summary)
 Not a resume
 Tell a story
 Use the first person
Format
 Paragraph one – Introduce yourself “I am a …….
 Paragraph two – Talk about the problem you solve for clients
 Paragraph three – Introduce your accomplishments or some highlights of your career that would
be of interest to the kinds of people you want to connect with
 Paragraph four – Share other interests such as volunteer work – this rounds you out
 Paragraph five – End with a call-to-action (CTA) or a quote that summarizes your philosophy
Confidential and not to be re-used or shared without written consent from Gail Mercer-MacKay
Homework
1.
2.
3.
4.
Evaluate Your LinkedIn and Twitter Profile against the areas we’ve discussed
If needed, arrange for a new photo and a create a banner reflective of your brand
Write and post your title for LinkedIn
Write your summary for LinkedIn – move your resume into the LinkedIn Experience section
Confidential and not to be re-used or shared without written consent from Gail Mercer-MacKay