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Personal Branding Workshop


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Personal Branding is how you market yourself. Pocholo "The VoiceMaster" Gonzales will teach you how you will market yourself in an easy way.

Personal Branding is how you market yourself. Pocholo "The VoiceMaster" Gonzales will teach you how you will market yourself in an easy way.

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  • Brand personality: What emotions or ideas do these brands evoke: high-style, sophistication, youthfulness, fun or luxury. Precision, quality. Engineering efficiency. Lifestyle statement. Comfort. Relaxed. Entertaining. Healthy. Serious. Warm. Sexy. Trustworthy. Efficient. Environmentally-friendly. What’s wrong with brand India: health, sanitation, stories of getting sick, diarrhoea
  • Sen. Barack Obama, D-Ill., right, is dressed as a Somali Elder by Sheikh Mahmed Hassan, left, during his visit to Wajir, a rural area in northeastern Kenya, near the borders with Somalia and Ethiopia in this file photo from Aug. 27, 2006. The garb was presented to Obama by elders in Wajir. Obama's estranged late father was Kenyan and Obama visited the country in 2006, attracting thousands of well-wishers. (AP Photo)
  • Transcript

    • 1. Personal Brandingby Pochology Free Powerpoint Templates Page 1
    • 2. Free Powerpoint Templates Page 2
    • 3. Why personal branding matters• In print you are a faceless byline.• On the net you are what you share: your images, your stories, your videos, your resume, your profiles, your comments, your status updates, your tweets, your favourite books, music, movies, links, your bookmarks.• If you identify yourself as an employee of The Star, you are already a brand ambassador for the company Free Powerpoint Templates Page 3
    • 4. Brands permeate every waking moment of our lives Free Powerpoint Templates Page 4
    • 5. “The art of marketing is the art of brand-building. If you are not a brand, you area commodity. Then price is everythingand the low-cost producer is the onlywinner.” Philip Kotler, marketing guru Free Powerpoint Templates Page 5
    • 6. Free Powerpoint Templates Page 6
    • 7. Brands and eggs Free Powerpoint Templates Page 7
    • 8. Made in GermanyMade in JapanMade in SwitzerlandMade in ItalyMade in U.S.AMade in Malaysia Free Powerpoint Templates Page 8
    • 9. Brands can dominate a category Free Powerpoint Templates Page 9
    • 10. Brands can differentiate within a category: Luxury car versus… “Engineering excellence” “High performance” “Safety” Free Powerpoint Templates Page 10
    • 11. Brands = personality Free Powerpoint Templates Page 11
    • 12. Your image matters Free Powerpoint Templates Page 12
    • 13. Expect to be attacked Free Powerpoint Templates Page 13
    • 14. Brands can evolve Free Powerpoint Templates Page 14
    • 15. “I wanted the campaign to be very bold, very sensual and very atmospheric. To carry off all these references and all this sophistication, we needed the ultimate performer, and for me, that was Madonna,” Louis Vuitton designer Marc JacobsFree Powerpoint Templates Page 15
    • 16. “In technoratic and colourlesstimes, brands bring warmth,familiarity and trust.” Peter Brabeck-Letmathe, former CEO, Nestle Free Powerpoint Templates Page 16
    • 17. Free Powerpoint Templates Page 17
    • 18. Exercise: Personal brand audit• Search your “full name” (with quotes) or byline on Google, Google Images, Google Blogsearch• Rate the first page results: positive, negative, neutral, doppelganger?• Do the results link accurately to your story, your personal website, your blog, your social network profile, your resume, your image? Free Powerpoint Templates Page 18
    • 19. Personal audit “wong chun wai” Google Google Google search images BlogsearchPositive 70 percent 5/18 70 percentNegative 30 percent 5/18 30 percentNeutral Nil 3/18 NilDoppelganger Nil 5/18 NilNote: Based on simple Google audit on Jan 14, 2010 Free Powerpoint Templates Page 19Beta:
    • 20. Case study: Barack Obama and Social MediaFree Powerpoint Templates Page 20
    • 21. Barack Obama: Yes We Can?• A black guy…• With a funny name…• And that notorious middle name…• Having serious inexperience problems…• Wearing this outfit….• Wants to be the next president? Free Powerpoint Templates Page 21
    • 22. Free Powerpoint Templates Page 22
    • 23. Free Powerpoint Templates Page 23
    • 24. Free Powerpoint Templates Page 24
    • 25. So what does your personal brand stand for?accountable accurate adventurous authenticbrave bold caring classy cool consistent creativecredible curious daring driven dynamic excitingefficient energetic fearless fun futuristic gentlegenuine human humble healthy imaginativeinnovative inspiring intense irreverent joyful jovialkind loving nurturing organised persistentprofessional powerful passionate provocativereliable radical resolute sensuous sensiblesincere smart steady strong sexy soulfultechnological trustworthy uncommon undauntedunexpected unorthodox unusual unwaveringvociferous visionary Free Powerpoint Templates Page 25
    • 26. Social media and the banana leaf Free Powerpoint Templates Page 26
    • 27. Digital banana leaf Free Powerpoint Templates Page 27
    • 28. 1st Social Media President Free Powerpoint Templates Page 28
    • 29. Obama vs McCain• Obama web team was led by Blue State Digital formerly from Howard Dean’s 2004 campaign who built the social network My.Barack.Obama.• Key member who joined team was Chris Hughes, a co-founder of Facebook• Team posted more varied content in many more online sites. Eg: 1819 videos on YouTube compared to 330 on McCain’s channel.• He followed everyone who followed him on Twitter.• His emails sounded personal and were crucial in raising over US$300m of the US$650m he raised Free Powerpoint Templates Page 29
    • 30. The statsSource: Edelman Free Powerpoint Templates Page 30
    • 31. Connecting online• Easy: MyBO made it easy to recruit others, create your own group, organize fundraisers, host an event and get updates.• Familiar: Online tools used were similar to Facebook, MySpace, Meetup and other popular tools – learning curve was easy.• Go to the people: Posted content on 15 social networks – fished where the fish were.• Apps and widgets: Released free iPhone app that gave people up-to-date information on key events in their area. Free Powerpoint Templates Page 31
    • 32. BlogFree Powerpoint Templates Page 32
    • 33. Facebook and 14other social networks Free Powerpoint Templates Page 33
    • 34. 1,800 YouTube videos Free Powerpoint Templates Page 34
    • 35. Staying connected in 2010 Free Powerpoint Templates Page 35
    • 36. Free Powerpoint Templates Page 36
    • 37. Lessons from Obama 08• Fish where the fish are• Be transparent and authentic• Your constituents, fans, followers, readers, viewers, observers expect you to react to their feedback• A little shameless self-plugging can go a long way• Show up and engage with them in real life Free Powerpoint Templates Page 37
    • 38. Example: Niki Cheong Free Powerpoint Templates Page 38
    • 39. The inside story on a blog Free Powerpoint Templates Page 39
    • 40. Tweet, status update on Facebook Free Powerpoint Templates Page 40
    • 41. Using available platforms• Sign up with Yahoo or Gmail = Free• Facebook, LinkedIn (social networks) = Free• Blogger, Wordpress, Tumblr (blogs) = Free• Twitter (microblogging) = Free• iTunes (podcasts) = Free• YouTube (video) = Free• Picasa or Flickr (photos) = Free (limited) Do you sense a pattern? Free Powerpoint TemplatesSource: Lee Aase, Mayo Clinic Page 41
    • 42. Best practices: Personal branding • Set up a personal website, or archive your stories on a blog • Update profiles on LinkedIn, Facebook, Twitter • Post photos or videos regularly • Post useful tweets, status updates, blog posts and link to the rest • Become the go-to person of your beat • Contribute ideas to professional groupsMORE: Free Powerpoint Templatesusing-social-media/ Page 42
    • 43. Your digital neighbourhood matters 300 90,000 27,000,000 Free Powerpoint Templates Page 43
    • 44. Media brands are increasingly defined more by the community Free Powerpoint Templates Page 44