Personal branding (2014)

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What is branding? How can I use this for me?

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Personal branding (2014)

  1. 1. Personal Branding By Roger Claessens , prof. UBI For paperJam 11/02/2014 1
  2. 2. We are amongst « EXPERTS » This workshop will be a platform to share our experience 2
  3. 3. Structure of the workshop 2 Questions What is branding ? How can I use this for me? 3
  4. 4. What is your first BRAND which comes to mind? Why? 4
  5. 5. Personal branding is all about you 5
  6. 6. Could your neighbour introduce YOU? 6
  7. 7. Branding will influence HOW you are PERCEIVED 7
  8. 8. Why is one worth SO much more than the other?
  9. 9. Which is which? 9
  10. 10. The origin of the word « BRANDING » 10
  11. 11. A BRAND But is the cowboy a PRO?
  12. 12. SUBSTANCE ! TRAVAIL DE FOND 12
  13. 13. A BRAND HAS AN IDENTITY 13
  14. 14. A BRAND EQUALS A PROMISE What is the PROMISE in this case? 14
  15. 15. A BRAND EQUALS A PROMISE …AND in this case? 15
  16. 16. A BRAND SHOULD MATCH EXPECTATIONS 16
  17. 17. A BRAND IS NOT ONLY ADVERTISING 17
  18. 18. A BRAND IS NOT ONLY DESIGN “Design is not decoration. It is not the surface appearance of a product. It is not about colour or stylistic details. It is the way the product works!” S. Jobs 18
  19. 19. A BRAND COULD MATCH DREAMS 19
  20. 20. A BRAND SHOULD BE AUTHENTIC Authenticity is vital as it increases your LEVERAGE 20
  21. 21. A BRAND SHOULD BE RECOGNISEABLE 21
  22. 22. A BRAND EXPLOITS SYMBOLISM 22
  23. 23. A BRAND IS A STORY What makes a great story? •Unexpected ending •Structure •Your hope is fulfilled •Meaning •Fills gaps •Participative •Connective •Empathy 23 •Can be told over and over again
  24. 24. A BRAND IS A STORY “ All great stories start with a white page ” Source: AUDI 24
  25. 25. The classical steps of BRANDING 1° Start a conversation with all the stakeholders 2° Look around (research, insight, emotion, rationalisation) 3° Define your direction 4° Define the message 5° Choose the media 6° Follow up with the stakeholders to adjust the message if required 25
  26. 26. IF NEED BE REBRAND! Rebranding
  27. 27. What goals should be reached to become a great Brand? 28
  28. 28. MY VALUES & MES NORMS A culture of excellence 29
  29. 29. 30 A culture of motivation
  30. 30. 31 A culture of listening
  31. 31. A culture of empowerment 32
  32. 32. A culture of self-efficiency 33
  33. 33. A culture of follow-up 34
  34. 34. At the end of the day: •What is your point? •Why should one care? •Who should care? 35
  35. 35. 36 36
  36. 36. What is your first BRAND which comes to mind? Why? 37
  37. 37. CUSTOMER KNOWLEDGE = AWARENESS ATTITUDES & USAGE 38
  38. 38. What is your TOP OF THE MIND BRAND & WHY? The top of the mind brand DISTINCT COMPETITIVE ADVANTAGE 39
  39. 39. Attitudes are the opinions associated with the brands, products, services…. The attitudes towards the brands can help determine the brands’ weaknesses and appealing factors. 40
  40. 40. • Usage patterns help reveal the how the respondents are interacting with the brand, product or service! 41
  41. 41. 42
  42. 42. “The rise of social media makes it more important than ever to get the branding fundamentals right” “You do not need to rewrite the marketing playbook but to exploit social media opportunities while keeping an UNWAVERING FOCUS on meeting the customers’ needs” (HBR Dec, 2010) 43
  43. 43. Everything considered, branding is a matter of marketing in the classical sense of the term, but with different means and at digital speed. (R.Claessens)
  44. 44. KEY WORDS MENTIONED Promise Expectations Dreams Profile Market Image Goals 48 Motivation Culture Perception Attitude Reputation Story
  45. 45. 49
  46. 46. 1 Self Assessment 50
  47. 47. Now that we know branding HOW can we use it? When was the last meeting with Yourself? 51
  48. 48. DO YOU HAVE WHAT TAKES? IT 52
  49. 49. Options 1.Never 2.Occasionally 3.Frequently 4.Always 53
  50. 50. WHAT MOTIVATES YOU? 54
  51. 51. DO YOU FEEL YOU THINK EFFECTIVELY? 55
  52. 52. DO YOU KNOW WHAT YOU NEED TO KNOW? 56
  53. 53. Manage your life as if it were your business 57
  54. 54. • • • • What is your biggest problem and how can I solve it? Careers are a jungle gym, not a ladder. Just being nice is not a winning strategy. Is this good for me? 58
  55. 55. WE ARE, EVEN IF WE DO NOT WANT TO, ALWAYS IN COMPETITION 59
  56. 56. 2 Additional skills 60
  57. 57. What can I do better? 61
  58. 58. MORE SKILLS Help you moving forward 62
  59. 59. YOU YOUR PROFESSIONAL 63
  60. 60. •Ever heard about an augmented product? •Imagine you as a product 64
  61. 61. Going through the learning curve & thinking like an entrepreneur 65
  62. 62. 66
  63. 63. This PC is the result of a way of thinking: Better Faster Cheaper Smaller Simpler Smarter 67
  64. 64. Visualise one way you can go! 68
  65. 65. 69
  66. 66. A THING TO REMEMBER In the  final analysis a variety of SKILLS contribute as much as a formal academic training to SUCCESS 70
  67. 67. 3 Visualise yourself as an entrepreneur 71
  68. 68. Did you ever meet an entrepreneur who wanted to go bankrupt? 72
  69. 69. YOU AS AN ENTREPRENEUR… WHAT DOES IT MEAN? 73
  70. 70. WHERE IS MY ENERGY GOING? Wasted time Meetings Discussions Lack of focus Lack of sleep Bad decisions
  71. 71. BEING BUSY DOES NOT MEAN MAKING MONEY or INVOICING 75
  72. 72. What is in it for me? What is going to generate income? 76
  73. 73. HOW AM I GOING TO GENERATE CASH TO PAY FOR IT ALL? 77
  74. 74. 78
  75. 75. •“A very powerful motivator is to be competitive with yourself” 79
  76. 76. ALL OF US WANT TO MOVE UPWARDS NOT DOWNWARDS 80
  77. 77. GOALS? HAVE YOU TAKEN TIME TO DEFINE THEM PROPERLY? 81
  78. 78. 82
  79. 79. 83
  80. 80. 4 Look for a coach 84
  81. 81. 85
  82. 82. What DO YOU THINK is required to be  successful    Talent Ambition  Hard work  Fun  Sense of friendship  86
  83. 83. YOU ARE NOT ALONE 87
  84. 84. Remember • Having self-confidence is wonderful and a positive quality to successfully navigate life. • However, as often true, too much of a good thing can become a bad thing. Overconfidence is a weakness and most would agree that arrogance is undesirable. 88
  85. 85. The complacency zone is a dangerous place to be! 89
  86. 86. 90
  87. 87. Congratulations you failed, you tried, keep GOING! 91
  88. 88. YOU CAN CHANGE YOUR LIFE BY CHANGING YOUR STATE OF MIND 92
  89. 89. A STATE OF MIND • I listen • I treat myself as a company • I treat the company as if it was my own • I do not have a job but a step in the direction I figured out 93
  90. 90. A STATE OF MIND • I focus on solutions • I focus on understanding • I expect the best and I believe in the best • I…whatever it takes…. 94
  91. 91. THE LAW OF DELIBERATE CREATION • Being clear on what you want • Focus on what you want • Belief in what you want • Move towards what you want 95
  92. 92. MAKE AN IMPROVEMENT DEVELOP A NEW SKILL START A BLOG FIND A MENTOR HAVE A PET PROJECT DO IT ! 96
  93. 93. 5 My tips for you 97
  94. 94. You can improve your memorisation! 98
  95. 95. How does memorisation work? 99
  96. 96. How does memorisation work? Long term memory 100
  97. 97. A brief recognition by the mind of what the senses take in Very small amount of facts that you can hold in the mind at any one time Practically limitless capacity 101
  98. 98. Very small amount of facts that you can hold in mind at any one time PRACTICALLY LIMITLESS CAPACITY 1. ENCODING 2.RETRIEVING 102
  99. 99. PRACTICALLY UNE LIMITLESS POSSIBILITE CAPACITY 103
  100. 100. The mental picture W H A T IS A B A N K ?
  101. 101. You can improve your decision making process! 105
  102. 102. 106
  103. 103. Getting out • You are in the Arizona desert in the hottest time of the year. Because of a fire, the plane had to land and most of the contents have been destroyed but fortunately none of the three passengers and the pilot are hurt. You know that you are about 75 miles from the nearest town. Fortunately you have some pieces of equipment and items left that you could use for your survival. • The decision to make is: either to stay put and wait for help or move and walk the 75 miles to the nearest town. • Whatever the decision it needs to be taken unanimously! 107
  104. 104. Getting out • Below is list of available items, you should list them in order of importance to your survival, one being the most important, and decide what items to take with you in case you decide to move: 8. 1 case of rations 1. Compass 9. Maps of the 2. Small transistor radio desert 3. Shaving mirror 10. Cushions 11. 5 litre of an 4. Snake repellent oil/gas mixture 5. 5-liter of water for the four of you 12. 1 bottle of rum 6. 4 square meter of opaque plastic 13. Two boxes of 7. Mosquito netting chocolate 14. 5 meter of ropes 15. One boomerang 108
  105. 105. Decision Making 109
  106. 106. Decision Making • Overestimation of intuition and underestimation of what we need for the analytical part of the decision making process will induce: IRRATIONAL PERSEVERANCE 110
  107. 107. Decision Making • System 1 operates automatically and quickly with little or no effort and no sense of voluntary control. It includes the innate skills that we share with other animals. • System 2 allocates attention to the effortful mental activities that demand it, including complex computations. It requires attention and effort. • When system 1 runs into difficulty it calls on System 2 to support more detailed and specific processing. 111
  108. 108. 6 CONCLUSIONS 112
  109. 109. 113
  110. 110. REMEMBER • Being a learning person • Creating a disciplined environment • When working with others, doing it with a team spirit 114
  111. 111. REMEMBER • People oriented • Being conscious that people pay for added value only • Your on-going involvement 115
  112. 112. REMEMBER • Never stop trying to improve • Want more out of life than jus a pay check • YOUR DEEP FULL COMMITMENT 116
  113. 113. • Use your personal name • Have some fun • Know your story • Be consistent • Get out there • Think long term 117
  114. 114. Be aware of the myths & Last tips 118
  115. 115. Question • “Are you ready for the interview?” Answer •“I am born ready!” 119
  116. 116. Leave from here thinking that YOU ARE AWESOME 120
  117. 117. “All you really need is the determination to make it work, the persistence to keep at it when things go wrong and the absolute conviction that you can succeed.” 121
  118. 118. WHAT YOU WILL BE ABLE TO DO AFTER A GOOD DISCUSSION 122
  119. 119. Your copy of the slides on WWW.ROGERCLAESSENS.EU 123

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