Personal branding

PERSONAL BRANDING

1. What’s a BRAND ?

2. “Personal Branding”

3. Building up your own Personal Brand• Identity• Competencies / Communication• Image

logoimage

personalitycompanyidentity

nameprestige

product

service

What’s a BRAND ?

What’s a Brand ?“... mixture of tangible and intangible attributes,

symbolized in a trade mark that create, influence and generate value”

• * A distinct Concept / Idea

• * Related to a “Word”

• * A well told Story

• * Consistent

A Successful Brand is...

A well told “Story” Lively, EnergeticWith clear PurposeExcitingWorth telling

PROMISE

TRUST

that the “promise” will be kept

What’s a BRAND ?

“A personal identity

that stimulates

precise, meaningful perceptions

in its audience

about the values and qualities that

person stands for”

What’s a PERSONAL BRAND ?

Montoya

“is the public projection

of certain aspects of a person’s

personality, skills or values;

it’s not the entire human being”


Montoya

“Your brand is a perception or emotion,

... that describes the total experience of

having a relationship with you”


McNally&Speak

“... the thoughts, feelings and behaviours

contained within a group of people

that can be called upon

to create value.”


Cope

Personal Branding Defined

• Personal branding is a revolution in the way we manage our careers or businesses. It's a way of clarifying and communicating what makes you different and special and using those qualities to separate yourself from your peers so that you can greatly expand your success

• Personal branding is the strategy behind the world's most successful people

“Those who mean the most to you, are those who offer you the most value

throughout your life.”


Graham

”The individuals who stand out in the world around us are those who offer the

greatest value to the most people...”

Personal Brands• Colleague / Friend• Relative

• Airline Pilot• Surgeon / Dentist ...

• Businessman• Scientist• Journalist• Showbiz / TV• Author• Top model• Banker• Movie Star

• Sportsman

• Politician

• Internal Factors

Personal Branding

• External Factors

Personal Branding

Identity

Image

Competencie

sCommunication

Personal Branding StrategyIdentityWho you are (Values, Roles, Goals)?What makes you unique & distinct?

CompetenciesWhat is your distinct specialization/area of leadership?Be passionate, focused & persistent

CommunicationWho is your target domain?Does your idendity comply with your domain?Do your competencies contribute to your domain?Are you visibile, distinct?Integrated communication (including body language)Is your communication consistent?

• Image• This is the OUTCOME• Is it in line with your Identity and Competencies?• Does it fully comply with your communication strategy?• Be Distinct, Unique, Consistent with your symbols &

behaviour

Image: Behaviour

Symbols Etiquette Wardrop Body & SoulCar & Office Alumni & Clubs Cosmetics AssociationsAccessories Other “Toys”

Rowling

It is our choices that show what we truly

are, far more than our abilities.

Harry Potter& the Chamber of Secrets

Goals in Life

“What do you want?”

Mean Goals End Goals

Goal Setting:

• Focus on “END GOALS” not on the “mean goals”WHAT DO YOU WANT? (excercise)

• Have your goals SMART+: S SpecificM MeasurableA AttractiveR RelevantT Timely+ Positive

Personal Branding Strategy:

Personal Brand Maintenance:

• Know yourself (Values, Roles, Goals)• Find out what makes you “distinct”• Invest in yourself• Be comfortable in your own skin• Discover your competencies; improve & maintain

them• Smile – Be positive / Address people with their

names• Be the best/most appropriately dressed person you

meet everyday• Express yourself in the most clear and concice way

Personal Brand Maintenance:

• Develop positive relationships with all your counterparties

• Become member of appropriate clubs / associations

• Focus: Read, write, deliver speeches, give seminars in your field: Get to be known

• Be careful & selective with the media: But use it to be known

• Be persistent, don’t crash & burn• Invest in your physical and mental health,

stay fit

Appendices & Road Ahead...

• No unique reality

• No “best”

• Perception is reality

Assumptions About Branding:

“You can only see with your heart. What is essential is invisible to the eyes”

Antoine de Saint-Exupery (The Little Prince)

Values (i):

- Exercise 1: Identify what makes your life – compelling– fulfilling

- Exercise 2: Finding your Life’s passion (by using role models)

- Exercise 3: Discovering and Determining your deepest values


Values (ii): A Short list of Values:


AccomplishmentAccuracyAdventureAestheticsAlivenessAuthenticityAutonomyBeautyCaringChallengeCollaborationCommunityComradshipConnectednessContributionCourageCreativityDignityDirectness

EleganceEmpowermentExcellenceExcitementFairnessFocusFreedomFreedom to ChooseFree SpiritFunGraceGrowthHappinessHarmonyHelpingHonestyHumorIndependenceInnovation

IntegrityJoyJusticeLack of PretenseLearningLightnessLoveMasteryNurturingOrderlinessParticipationPartnershipPeacePerformancePerseverancePlayfulnessPersonal PowerProductivityRecognition

RevolutionRisk TakingRomanceSafetySecuritySelf-ExpressionSelf-RelianceServiceSimplicityStimulating ChangeSpiritualitySuccessTo Be Known TraditionTrustUniquenessVitalityZest...

Values (iii): How to find out your Value System?How to rank your most important values?


Exercise 1: “Meeting your Future-Self”(an internal journey to visualize yourself in the future (10 or 20 years)Meet with that person, and find out what’s important thenThis is not about a road map, but to find out the desired state in the future...

Exercise 2: “Peak Performance analysis”Choose a great experience you had, or a hobby, something you really enjoy... Talk about it... How was/is it? What makes this unique, thrilling, exciting for you? Try to find out which values are honoured?

Which values are associated with that experience?

Exercise 3: “Worst Experience analysis”Choose a bad experience you had, or some events/activities/thing that really disturb you...Talk about it... How was/is it? What makes you feel bad about it?Try to find out which values are not honoured?


Most desired/appreciated Values/PrinciplesAnglo-Saxon Business World

Credibility & ProfessionalismIntegrity

Authority & LeadershipEmpathy

Friendliness & ApproachabilityTrustworthiness

Sophistication and being up-to-dateCreativity

Energy & EnthusiasmInfluence

Useful “Identity” Related Questions:


• What am I tolerating?• What is to be powerful?• What is it to choose?• Am I being nice or am I being real?• What do I do to avoid feelings?• Where is my attention?• What keeps me going?• What’s out?• When am I unable to laugh at myself?• What motivates me?• What’s fun? • What is pleasure?• Where do I limit myself?• What does it cost me?• What thrills me?• What is it to be passionate?

WHAT DO I WANT?

WHO DO I WANT TO BE?

WHAT MAKES ME UNIQUE?

WHAT MAKES ME DISTINCT?

Roles in Life

• Professional Roles• Family Roles

• Individual Roles • Social/Citizen Roles

Daughter / SonBrother / SisterParents...

Boyfriend /Girlfriend

Friend of oneselfMentorExplorer...

EntrepreneurBartenderSalesmanLocal Bank ManagerButcher, Plumber

...

EnvironmentalistVolunteer...

Roles in Life:

Would you like to have a “Role Model”?“If one person can do something, anyone can learn to do it”...

What different perspectives you can create for each role?

How would you define our “end goals” for each role?


Competencies:

• What is/will be your Specialization? Focus, Focus, Focus

•Supporting question: Which skills would enable you to distinct?

• What will enable you to have Leadership and Authority on your area of Specialization?


Personal Branding Strategy:• What’s your “Goodwill”? (Intengible assets that create a

difference...)

• What would help you to keep your Persistence? Brands do not happen overnight, it is long lasting game to play....

• What makes you passionate? • Without your internal drive, it would not work...

• Find out what motivates you? (all, including pleasures and pain avoidance, count...)

Communication (i):

• Who is your target domain?For each role you play in life, you might have different “target domains”..Who will help you reach your goal?Where would you have a Brand awareness that will help you succeed?What’s relevant?

•Does your identity comply with your domain?Authenticity

•Do your competencies contribute to your domain?What’s in it in your “Brand” that works for them?How would you create a win-win situation with and for your domain?


Communication (ii):

•There is no “INCOMMUNICADO”. • You cannot not communicate...

•Are you visible, distinct?Distinct or Extinct !... What’s your “mind share” in your domain?

(“Mind-share” would influence “Wallet-Share” or “Market Share”)

•Integrated communication (including body language)• What’s your story?• How your body communicates?• Content/Voice/Outlook/Body language/Energy level and

Enthousiasm...

•Be CONSISTENT, CONSISTENT, CONSISTENT.... • You cannot leave your Brand at home / there is no any “off–brand -

day”


Communication (iii):

•Improve your “First impression”....• Impact on your first impression:

• 55% Visual (How you look and carry yourself, dress, body language)

• 38% Vocal (How you speak: pace, volume, pause, accent, tone, etc...)

• 7% Verbal (The content of your speech, the words you say...)

•You have only 30 seconds to introduce yourself together with a complete “first impression”

• How do you introduce yourself? Learn to be• Clear• Consise• Distinct• Relevant• Engaging

• Exercize: “Elevator Test” (Introduce yourself in the most efficient way just during a “lift journey”)


Image (i):

• This is the outside projection of who you are, who you want to be and what you want...

• Your image should be consistent with your Identity, Competencies and Communication strategy.

• Your image, including all of your accessories should help you be

• Distinct, • Unique, • Consistent with your Brand Promise


Your personal Brand is

• a way to differentiate yourself and stand out from

the crowd

• how your are perceived and remembered by

others

• about reflecting the authentic, real you

• a potential aid to success

Personal Branding Summary:

What does your brand give you?

• Success! Benefits:

– Increase your visibility and presence – Differentiate yourself from your peers – Increase your compensation or fees – Thrive during downturns in the economy – Expand into new business areas – Choose better, more interesting assignments – Understand yourself better – Achieve your personal and professional goals – Increase your confidence and self-motivation

Documents

Personal branding