How to Build Your Brand Using Social Media John Purkiss Scanners’ Night, July 11, 2012
“I’m a headhunter and I write books” I also: • • • • •
Take photographs Give talks, webinars, speeches Help people develop strategies for their brands Invest in high-growth technology companies Write a blog at www.johnpurkiss.com Copyright 2012 John Purkiss and David Royston-Lee
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You already have a brand
• “Your brand is what people say about you when you are not in the room.” – Jeff Bezos, Founder & CEO, Amazon
• The Aim: attract people who want what you do, in the way that you do it Copyright 2012 John Purkiss and David Royston-Lee
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1) Which talents do you love to use? A talent is a natural ability to do something well • • • • • •
Write down at least seven high points in your life Which talent(s) were you using? What were you doing? How were you doing it? Who were you with? In what kind of situation? Copyright 2012 John Purkiss and David Royston-Lee
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2) What is your mission? • What fascinates you? • What can’t you stop doing?
• When do you lose track of time? • What do you do whether you’re paid for it or not? Copyright 2012 John Purkiss and David Royston-Lee
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3) What is your main archetype?
• Your archetype(s) will help you develop a strong brand identity
• You don’t become an archetype. You evoke it. (Latin: evocare = to call forth)
Copyright 2012 John Purkiss and David Royston-Lee
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Exercise: Your Archetype(s) • • • • • •
The Caregiver The Creator The Explorer The Hero The Innocent The Jester
• • • • • •
The Lover The Magician The Ordinary Guy/Girl The Ruler The Outlaw The Sage
Copyright 2012 John Purkiss and David Royston-Lee
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1. The Caregiver
Motivated by altruism. Helping others and protecting them from harm. Examples: Mother Teresa, Florence Nightingale, social workers, therapists, coaches Copyright 2012 John Purkiss and David Royston-Lee
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2. The Creator
Daydreams and flashes of inspiration which he/she translates into reality. Examples: Leonardo da Vinci, Mozart, Steve Jobs, Yayoi Kusama, writers, artists, composers, inventors and entrepreneurs. Copyright 2012 John Purkiss and David Royston-Lee
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3. The Explorer
Internal or external exploration. Naturally curious. Dissatisfied and restless. Examples: Christopher Columbus, Star Trek, Richard Branson, Ellen MacArthur, gap year, meditation, personal development Copyright 2012 John Purkiss and David Royston-Lee
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4. The Hero
Acts courageously to improve a situation. Stands up for what he/she believes in. Examples: Superman, James Bond, Aung San Suu Kyi, ambulance drivers, firefighters, executives saving a company. Copyright 2012 John Purkiss and David Royston-Lee
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5. The Innocent
Fostering purity and goodness. Happiness, perhaps even the experience of paradise. Examples: Forrest Gump, Bambi, Snow White, dieticians, people who help you stop smoking. Copyright 2012 John Purkiss and David Royston-Lee
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6. The Jester
Has a good time, enjoys the moment. Highlights serious issues through comedy,
Examples: Borat, Michael Moore, personal assistants, executive coaches
Copyright 2012 John Purkiss and David Royston-Lee
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7. The Lover
Find and give love. Experience sensual pleasure. Stay close to the people, surroundings and activities you love.
Examples: Coco Chanel, The Beatles, Russell Brand, E.L. James
Copyright 2012 John Purkiss and David Royston-Lee
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8. The Magician
Transforms. Seeks to understand the laws of the universe in order to make things happen. Hunches, synchronicity.
Examples: plastic surgeons, headhunters, people who renovate buildings
Copyright 2012 John Purkiss and David Royston-Lee
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9. The Ordinary Guy/Girl
OK as they are. Want to fit in and connect with others. Don’t take themselves too seriously. Examples: direct sales people, Bruce Springsteen, Robbie Williams, Stelios. Copyright 2012 John Purkiss and David Royston-Lee
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10. The Ruler
Take control. Create order out of chaos. Have to organise things. Want to create a stable and prosperous organisation. Examples: Alexander the Great, Margaret Thatcher, Rupert Murdoch Copyright 2012 John Purkiss and David Royston-Lee
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11. The Outlaw
Maverick who rebels and breaks the rules. Break with convention and start something new.
Examples: Madonna, Jack Nicholson, Niklas Zennström Copyright 2012 John Purkiss and David Royston-Lee
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12. The Sage
Helps people to understand their world. Examples: Stephen Hawking, Edward de Bono, Deepak Chopra.
Copyright 2012 John Purkiss and David Royston-Lee
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Exercise: Your Archetype(s) • • • • • •
The Caregiver The Creator The Explorer The Hero The Innocent The Jester
• • • • • •
The Lover The Magician The Ordinary Guy/Girl The Ruler The Outlaw The Sage
Copyright 2012 John Purkiss and David Royston-Lee
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4) Social media can help you build your brand • Use LinkedIn to find and provide information
• Build a network/start conversations on Twitter • Build relationships on Facebook (NB: Groups) • Use your blog to help people, test ideas, show what you do – and get feedback Copyright 2012 John Purkiss and David Royston-Lee
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A personal website brings everything together in one place For example: www.johnpurkiss.com
Copyright 2012 John Purkiss and David Royston-Lee
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The second edition of Brand You will be published in August 2012 Nearly 40% longer than the first edition, due to new material on: • Social media • Charisma • Discovering your mission Available from www.amazon.co.uk
Copyright 2012 John Purkiss and David Royston-Lee
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