Instructions This assignment asks you to use what you have learned about targeting, positioning, and creating a "big idea" theme for a brand and applying those concepts to yourself as the brand. You can approach this assignment with You (the brand) communicating to potential employers or potential clients. To develop a personal positioning statement, think about the following questions: Who are you targeting? What types of companies or clients? What positions or services? (you can search for specific positions that are currently available or a general type of position you would like to have in the future) What are your special skills, qualities, and experiences that set you apart from everyone else seeking this kind of job or contract? Who is your competition? . Use the same positioning process as you do for a product. Address all of the questions listed under 1-4 below: 1. What is your brand identity? Use Acker's Brand identity system, BRAND IDENTITY SYSTEM BRAND IDENTITY Extended Core Brand as Brand as Brand as Product Organization Person 1. Product scope 7. Organization 9. Personality 2. Product attributes (e.g. (e.g. genuine, attributes Innovation energetic, 3. Quality/ value consumer, rugged) 4. Use concern, 10. Brand 5. Users trustworthiness) customer 8. Local vs. global relationships 6. County of (e.g., friend, Origin adviser) Brand as Symbol 11. Visual Imagery and metaphors 12. Brand heritage VALUE PROPOSITION Functional Emotional Self-expressive benefits benefits benefits CREDIBILITY Support other brands - What are your brand's value propositions? (what benefits do you offer your target audience/consumer?) - What associations - with other "brands"- give you credibility? - What are your brand's: o Products Users Attributes Personality Symbols 2. Thinking of your target, your competition and your own attributes and strengths, create a set of 3 to 5 compelling items (skills, experiences, qualifications) that set you apart from others applying for this job or bidding for this contract. a) b) c) d) e) 3. Write your personal positioning statement in one or two complete sentences: This is a sample format: For (describe the hiring manager or equivalent), who wantseeds (what are their chief concerns?), I have the following unique skills and experiences: that provide (what unique benefits do you offer?). Unlike other applicants who just offer when / am hired, I will add value to my boss and the department or company in the following ways: 4. Based on your brand and positioning statement above, create a way to introduce yourself that tells people immediately what you do or how you could help them. Specifically, create a headline for your LinkedIn page that crisply describes you. (Looking through LinkedIn and viewing other people's headlines will help for style ideas.) Instructions This assignment asks you to use what you have learned about targeting, positioning, and creating a "big idea" theme for a brand and applying those concepts to yourself as the brand. You can approach this assignment with You (the brand) communicating to potential employers or potential clients. To develop a personal positioning statement, think about the following questions: Who are you targeting? What types of companies or clients? What positions or services? (you can search for specific positions that are currently available or a general type of position you would like to have in the future) What are your special skills, qualities, and experiences that set you apart from everyone else seeking this kind of job or contract? Who is your competition? . Use the same positioning process as you do for a product. Address all of the questions listed under 1-4 below: 1. What is your brand identity? Use Acker's Brand identity system, BRAND IDENTITY SYSTEM BRAND IDENTITY Extended Core Brand as Brand as Brand as Product Organization Person 1. Product scope 7. Organization 9. Personality 2. Product attributes (e.g. (e.g. genuine, attributes Innovation energetic, 3. Quality/ value consumer, rugged) 4. Use concern, 10. Brand 5. Users trustworthiness) customer 8. Local vs. global relationships 6. County of (e.g., friend, Origin adviser) Brand as Symbol 11. Visual Imagery and metaphors 12. Brand heritage VALUE PROPOSITION Functional Emotional Self-expressive benefits benefits benefits CREDIBILITY Support other brands - What are your brand's value propositions? (what benefits do you offer your target audience/consumer?) - What associations - with other "brands"- give you credibility? - What are your brand's: o Products Users Attributes Personality Symbols 2. Thinking of your target, your competition and your own attributes and strengths, create a set of 3 to 5 compelling items (skills, experiences, qualifications) that set you apart from others applying for this job or bidding for this contract. a) b) c) d) e) 3. Write your personal positioning statement in one or two complete sentences: This is a sample format: For (describe the hiring manager or equivalent), who wantseeds (what are their chief concerns?), I have the following unique skills and experiences: that provide (what unique benefits do you offer?). Unlike other applicants who just offer when / am hired, I will add value to my boss and the department or company in the following ways: 4. Based on your brand and positioning statement above, create a way to introduce yourself that tells people immediately what you do or how you could help them. Specifically, create a headline for your LinkedIn page that crisply describes you. (Looking through LinkedIn and viewing other people's headlines will help for style ideas.)