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Conceptualisation of a Personal Brand

Conceptualisation of a Personal Brand

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Conceptualisation   personal brand - ppt Conceptualisation personal brand - ppt Presentation Transcript

  • Conceptualization – Personal Branding
  • What is a Brand? Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumers mind (see positioning). Thus brands help harried consumers in crowded and complex marketplace, by standing for certain benefits and value. Legal name for a brand is trademark and, when it identifies or represents a firm, it is called a brand name. See also corporate identity.(http://www.businessdictionary.com/definition/brand.html, 02.03.2013, 12:30)
  • What is a Personal Brand Not only products, services or companies, can be brands, but also people; called "personal brands"; only slight adjustments are necessary to the original brand definition: A combination of unique values, strengths, passions, ambitions, ways of communication and expertise employed in creating an image that identifies a person and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the target audiences mind (see positioning). Thus brands help their target audience in a crowded and complex world, by standing for certain benefits and value.
  • Conceptualization of a Personal Brand The individual core of a Personal Brand So what does a Personal Brand consist of? It consists of several layers
  • Conceptualization of a Personal Brand The individual core of a Personal Brand The inner core of a Personal Brand: Values These represent the foundation and framework of a Personal Brand; everything that follows has to consistent with the inner core: the values
  • Conceptualization of a Personal Brand The individual core of a Personal Brand The second layer of a Personal Brand: Mission and Vision These define whats a persons purpose is and what he wants to achieve with his life (how he/she wants to change the world)
  • Conceptualization of a Personal Brand The individual core of a Personal Brand The third layer of a Personal Brand: Strengths and Passions These state which talents a person has, where he/she is good at and what a person enjoys doing
  • Conceptualization of a Personal Brand The individual core of a Personal Brand The forth layer of a Personal Brand: Behaviour and way to communicate (style) The style is all about how the person interacts with others. (However these have to consistent with the persons values)
  • Conceptualization of a Personal Brand The individual core of a Personal Brand The fifth layer of a Personal Brand: Expertise While the layers before the fifth were regarding a persons soft- skills and deeply held beliefs, the fifth layer is related to hard- skills: what does a person know, on which subject/field is he/she an expert, what skills does he/she possess (that might support the knowledge), is he/she an expert in a niche("owning" this niche)? Remember: a Personal Brand has to be an ex- pert in at least one particular field
  • Conceptualization of a Personal Brand The collective core of a Personal Brand Next to the individual core of a Personal Brand, there are collective attributes and skills that are critical to success:  Intensely focus on your vision and its realization – this requires many sacrifices, especially in the short-term and a continuous visualization of your long-term goal  Being clear about your values, your mission and your vision  Being always consistent in what you do, how you behave and why you do it (values, mission, vision)  Networking always and everywhere - a Personal Brand does not perceive it as networking anymore - its his/her lifestyle  Willingness to give first – share knowledge, connect people, help others and do not even expect that each of them will give you something back (its rather like an investment – 4/5 or even 9/10 will "flop" but one will give you back a myriad of what you have invested)  Use multiple offline and online channels to promote your brand  Promote your Personal Brand frequently
  • Conceptualization of a Personal Brand Matching of image and identity Often there is a mismatch between what we think how others see us (based on our own "Personal Brand Core", we think they do perceive us the same ways we do ourselves) and how they actually perceive us  Therefore it is of crucial importance to find out how they perceive us, identifying the gaps and adjusting so that these are eliminated and our Personal Brand Identity matches our Personal Brand Image
  • Conceptualization of a Personal Brand Define your Target Audience As you have a clearly defined vision, you know what you want to achieve. Your Target Audience consists of all stakeholders that are important for you in order to realize your vision. Therefore it is crucial to identify the appropriate Target Audience (and its proper sub-segments). You will not make it without its help
  • Conceptualization of a Personal Brand Personal Branding Tools Develop Personal Branding Tools that will consistently and clearly reflect your brand and help you to enhance and promote your brand. These involve a wide range of tools, starting with traditional tools like your bio, your resume and cover letters and ending with your voicemail message or email-signature  Other examples:  Personal Brand Statements  Personal Brand Profiles  Leadership addendums  Web portfolios  Blogs Please keep in mind that you don’t only want to reflect your brand with these tools, but also fit them to the preferences of your previously defined Target Audience
  • Conceptualization of a Personal Brand Channels of Brand Promotion/Communication There are offline and online channels available  Offline channels include for example: publishing, writing articles of a newspaper/magazine, Public Relations, Private/public speaking events (seminars, workshops, etc.), physical assets (clothing, furnishing of your office/home, etc.)  Online channels include for example: blogging, websites, Social Networks (Linkedin, Google+, Facebook,etc.), use of topic-related forums Again, it depends on your Personal Brand Core and the availability and preferences of your Target Audience that determines which channels are most appropriate
  • Conceptualization of a Personal Brand Personal Branding
  • Thank you for your interest.