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Personal Branding for Freelance Translators and Interpreters

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Slides for the presentation delivered at the London Language Show on 14 October 2017, focussing on personal branding for freelance translators and interpreters.

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Personal Branding for Freelance Translators and Interpreters

  1. 1. PERSONAL BRANDINGFOR FREELANCE TRANSLATORS & INTERPRETERS #languageshow @3ptranslation
  2. 2. MY NAME IS MARTINA ➤ ITALIAN FREELANCE TRANSLATOR AND INTERPRETER ➤ OWNER & DIRECTOR OF 3P TRANSLATION ➤ BUSINESS ADVISOR & SEMINAR TUTOR AT LONDON SOUTH BANK UNIVERSITY ➤ MARKETING GRADUATE ➤ WROTE MY PG DISSERTATION ON PERSONAL BRANDING FOR FREELANCERS IF YOU WANT TO KEEP IN TOUCH WWW.3P-TRANSLATION.COM FACEBOOK 3P TRANSLATION TWITTER @3PTRANSLATION INSTAGRAM @MARTINA3P #languageshow @3ptranslation HELLO! ©2017
  3. 3. TOMORROW 12.15 TOP TIPS TO SUCCEED AS A PROFESSIONAL TRANSLATOR 13.30 NETWORKING FOR TRANSLATORS & INTERPRETERS #languageshow @3ptranslation ©2017
  4. 4. PERSONAL BRANDINGFOR FREELANCE TRANSLATORS & INTERPRETERS the boring bit DEFINITIONS RESEARCH CONTEXT, PROBLEM, AIMS RESEARCH DESIGN FINDINGS the fun bit DEFINING YOUR PERSONAL BRAND COMMUNICATION TOOLS RECOMMENDATIONS #languageshow @3ptranslation ©2017
  5. 5. WHAT IS A BRAND? ➤ A BRAND IS A NAME OR A SYMBOL, OR A COMBINATION OF THE TWO, THAT IDENTIFIES AND DIFFERENTIATES COMPANIES AND PRODUCTS FROM THOSE OF COMPETITION (AMA, 2013) ➤ A BRAND IS ALSO THE ATTRIBUTES AND MEANINGS THAT CONSUMERS ATTACH TO THAT NAME OR SYMBOL, FROM THE QUALITY AND BENEFITS OF THE PRODUCT OR SERVICE SOLD, TO MORE COMPLEX VALUES AND BELIEFS. IT IS THOSE MEANINGS AND ATTRIBUTES THAT CAN ULTIMATELY GIVE THE BUSINESS A COMPETITIVE ADVANTAGE (KELLER, 2013) #languageshow @3ptranslation ©2017
  6. 6. #languageshow @3ptranslation ©2017
  7. 7. #languageshow @3ptranslation ©2017
  8. 8. FUN HAPPINESS FAMILY TRADITION FRESHNESS CHILDHOOD FRIENDS JOY PLEASURE TOGETHERNESS CHRISTMAS QUALITY #languageshow @3ptranslation ©2017
  9. 9. WHAT IS BRANDING? ➤ BRANDING IS THE PROCESS THAT COMPANIES USE TO ATTACH THE DESIRED MEANINGS AND ATTRIBUTES TO A NAME OR SYMBOL THROUGH MARKETING PROGRAMMES AND OTHER ACTIVITIES (KELLER, 2013) ➤ A BRAND, WHEN CAREFULLY MANAGED TO STIMULATE POSITIVE REACTIONS IN THE CONSUMER, CAN BRING VALUE TO THE COMPANY (KELLER, 2013) #languageshow @3ptranslation ©2017
  10. 10. WHAT IS PERSONAL BRANDING? ➤ THE ENSEMBLE OF THE PROCESSES OF MARKETIZATION OF THE SELF FOR THE EMPOWERMENT AND PROFESSIONAL SUCCESS OF THE INDIVIDUAL (GANDINI, 2016) ➤ PERSONAL BRANDING ENTAILS CAPTURING AND PROMOTING AN INDIVIDUAL'S STRENGTHS AND UNIQUENESS TO A TARGET AUDIENCE; IT BEGINS BY DEFINING A BRAND IDENTITY AND THEN ACTIVELY COMMUNICATING IT TO THE MARKETPLACE (LABRECQUE ET AL., 2011) #languageshow @3ptranslation ©2017
  11. 11. WHAT IS PERSONAL BRANDING? ➤ THE GOAL IS TO DIFFERENTIATE ONESELF AND STAY AHEAD OF THE COMPETITION (SHEPHERD, 2005) ➤THE ASSUMPTION IS THAT PEOPLE CAN BE COMPARED TO PRODUCTS COMPETING IN A MARKET, SO THEY CAN SHAPE THE PERCEPTIONS, THOUGHTS AND FEELINGS THAT OTHERS HAVE TOWARDS THEM THROUGH BRANDING ACTIVITIES (VALLENILLA AND RIOS, 2014; BENCE, 2015) #languageshow @3ptranslation ©2017
  12. 12. CONTEXT & PROBLEM ➤ PERSONAL BRANDING IS ADVOCATED AS A MAJOR SUCCESS FACTOR IN THE POPULAR FREELANCE LITERATURE, BUT NO EVIDENCE OF ITS IMPACT COULD BE FOUND ➤ MAINSTREAM MARKETING & BRANDING THEORY IS BASED ON LARGE COMPANIES AND PERSONAL BRANDING THEORY IS MAINLY BASED ON JOBSEEKERS ➤ IS THE POPULAR LITERATURE RIGHT? DOES PERSONAL BRANDING ACTUALLY HAVE AN IMPACT ON THE SUCCESS OF FREELANCERS? WHAT KIND OF IMPACT? #languageshow @3ptranslation ©2017
  13. 13. THE AIMS ➤ IDENTIFY THE TOOLS USED BY FREELANCE WORKERS TO BUILD AND MAINTAIN THEIR PERSONAL BRAND, BOTH ONLINE AND OFFLINE ➤ MEASURE THE IMPACT THAT PERSONAL BRANDING HAS ON FREELANCE CAREER SUCCESS #languageshow @3ptranslation ©2017
  14. 14. WHAT IS PERSONAL BRANDING TO FREELANCERS? ➤ THE PERSONAL BRAND IS THE SET OF RELEVANT AND AUTHENTIC PERSONALITY TRAITS THAT FREELANCERS CAN LEVERAGE TO SELL THEIR SERVICES ➤ AN ASSET THAT CONTRIBUTES TO THE SUCCESS OF THE FREELANCER BY ATTRACTING MORE CLIENTS WHO ATTACH POSITIVE MEANINGS AND VALUE TO THE BRAND AND THUS ‘BUY INTO’ THE BRAND ➤ PERSONAL BRANDING IS THE PROCESS OF FINDING THOSE PERSONALITY TRAITS AND COMMUNICATING THEM TO OTHERS CONSISTENTLY, IN A WAY THAT MAKES THEM ‘BUY INTO’ THE BRAND ➤ PERSONAL BRANDING STARTS WITH AN EXPLORATION OF THE SELF TO FIND THOSE PERSONALITY TRAITS AND SKILLS THAT ARE MOST RELEVANT TO THE TARGET AUDIENCE #languageshow @3ptranslation ©2017
  15. 15. BUSINESS NAME LOGO WEBSITE BLOG SEO SOCIAL MEDIA ONLINE NETWORKING OFFLINE NETWORKING REGULARITY CONSISTENCY AGE EDUCATION AREA EXPERIENCE BUSINESS STRATEGY HOURS WORKED PERSONAL BRAND ELEMENTS, TOOLS & MANAGEMENT SUCCESS? FREELANCE SUCCESS MODEL #languageshow @3ptranslation ©2017
  16. 16. ➤ 234 FREELANCERS, OF WHICH 86% TRANSLATORS & INTERPRETERS ➤ ALL BASED IN THE UK, 65% LIVING IN A PRIMARY URBAN AREA ➤ AGE: 18-55+ ➤ EXPERIENCE: 0-21+ YEARS ➤ EDUCATION: 91% WITH AN UG OR PG DEGREE ➤ HOURS WORKED PER WEEK: 33% WORKS 20 HOURS OR LESS, 50% WORKS 20-40 HOURS, 17% WORKS FOR MORE THAN 40 HOURS A WEEK ➤ ANNUAL INCOME LEVELS EXTREMELY VARIED, FROM £350 TO £250,000 (TYPOS? LIARS?) QUANTITATIVE QUESTIONNAIRE #languageshow @3ptranslation ©2017
  17. 17. ➤ THE SAMPLE IS NOT REPRESENTATIVE OF THE WHOLE FREELANCE POPULATION ➤ HAVING ANOTHER JOB WAS NOT CONSIDERED ➤ NO WAY TO CHECK WHETHER RESPONDENTS WERE HONEST ➤ MANY OTHER FACTORS THAT PLAY A ROLE IN PERSONAL BRANDING WERE NOT CONSIDERED (TOO QUALITATIVE FOR A SURVEY) ➤ QUESTIONS COULD BE INTERPRETED DIFFERENTLY (I.E. LIKERT SCALES) LIMITATIONS OF THE STUDY #languageshow @3ptranslation ©2017
  18. 18. FINDINGS ➤ A BRAND NAME THAT DOES NOT INCLUDE THE NAME OF THE FREELANCER IS A PREDICTOR OF HIGHER INCOME > FREELANCERS OFTEN SEEN AS AMATEURS / BRAND NAMES ARE MORE SUGGESTIVE ➤ HAVING A LOGO MAKES NO DIFFERENCE > THE ESSENCE OF A BRAND LIES ELSEWHERE #languageshow @3ptranslation ©2017
  19. 19. FINDINGS ➤ HAVING A WEBSITE AND/OR A BLOG IS A PREDICTOR OF HIGHER INCOME: FREELANCERS CAN COMMUNICATE THE DESIRED BRAND ATTRIBUTES ➤ USING SEO CORRESPONDS TO LOWER INCOME: CONTENT THAT SOUNDS “FAKE”? TOO MUCH TIME SPENT ON OPTIMISATION RATHER THAN QUALITY? ➤ USING SOCIAL MEDIA FOR PROMOTIONAL ACTIVITIES IS BENEFICIAL, BUT NOT IF USED TO NETWORK > EASY TO WASTE TIME? #languageshow @3ptranslation ©2017
  20. 20. FINDINGS ➤ CONSISTENCY IN ONLINE AND OFFLINE COMMUNICATIONS LEADS TO HIGHER INCOME > STRONGER IMAGE AND POSITIONING ➤ A HIGHER LEVEL OF OFFLINE NETWORKING CORRESPONDS TO A HIGHER INCOME > TRUST AND RELATIONSHIPS ARE BETTER BUILT IN PERSON #languageshow @3ptranslation ©2017
  21. 21. SO WHAT? #languageshow @3ptranslation ©2017
  22. 22. ➤ WHAT SKILLS ARE RELEVANT TO YOUR CLIENTS? ➤ WHAT PERSONAL TRAITS ARE RELEVANT TO WHAT YOU DO? ➤ WHAT MAKES YOU DIFFERENT AND UNIQUE? ➤ HOW DO YOU WANT YOUR CLIENTS TO PERCEIVE YOU? EXPLORE YOURSELF #languageshow @3ptranslation ©2017
  23. 23. UNDERSTAND YOUR VALUES #languageshow @3ptranslation ©2017 1. AUTHENTICITY 4. COURAGE 7. PURPOSE 10. ENTUSIASM SELF AWARENESS CONFRONTATION ASPIRATION ATTITUDE SELF MASTERY TRANSFORMATION INTENTIONALITY ENERGY SELF BELIEF ACTION SELFLESSNESS CURIOSITY SELF TRUTH CONNECTION BALANCE HUMOUR 2. INTEGRITY 5. PERSEVERANCE 8. VISION 11. SERVICE HONESTY PREPARATION ATTENTION HELPFULNESS RELIABILITY PERSPECTIVE IMAGINATION CHARITY HUMILITY TOUGHNESS ARTICULATION COMPASSION STEWARDSHIP LEARNING BELIEF RENEWAL 3. AWARENESS 6. FAITH 9. FOCUS 12. LEADERSHIP MINDFULNESS GRATITUDE CLARITY EXPECTATION OBJECTIVITY FORGIVENESS CONCENTRATION EXAMPLE EMPATHY LOVE SPEED ENCOURAGEMENT REFLECTION SPIRITUALITY MOMENTUM CELEBRATION ©2006 Value Coach Inc.
  24. 24. “PEOPLE DON’T BUY WHAT YOU DO, THEY BUY WHY YOU DO IT. –Simon Sinek #languageshow @3ptranslation ©2017 FIND YOUR WHY ted.com/talks/simon_sinek_how_great_leaders_inspire_action
  25. 25. HOW DOES YOUR BRAND THINK? TALK? LOOK? FEEL? WHAT IS THE ESSENCE OF YOUR BRAND? #languageshow @3ptranslation ©2017
  26. 26. WHAT TO COMMUNICATE? YOUR PERSONAL BRAND PERSONALITY FUNCTIONAL ATTRIBUTES EMOTIONAL ATTRIBUTES VALUES BENEFITS #languageshow @3ptranslation ©2017
  27. 27. WHAT TO COMMUNICATE? YOUR PERSONAL BRAND WHO YOU ARE WHAT YOU DO WHY YOU DO IT HOW YOU DO IT WHAT’S IN IT FOR THE CLIENT #languageshow @3ptranslation ©2017
  28. 28. ONLINE TOOLS WEBSITE/BLOG ➤ COMMUNICATE YOUR BRAND FEATURES AND VALUES ➤ USE A CONSISTENT TONE OF VOICE ➤ PRIORITISE QUALITY OF CONTENT OVER OPTIMISATION #languageshow @3ptranslation ©2017
  29. 29. WEBSITE HOW? ➤ CLIENT-ORIENTED ➤ USER FRIENDLY ➤ EASY TO FIND GOOGLE’S WEBMASTER GUIDELINES #languageshow @3ptranslation ©2017
  30. 30. BLOG HOW? ➤ RELEVANT TO YOUR TARGET ➤ UPDATED REGULARLY ➤ SEO FRIENDLY ➤ EASY TO READ YOAST #languageshow @3ptranslation ©2017
  31. 31. ONLINE TOOLS SOCIAL MEDIA ➤ USE THEM STRATEGICALLY AND PLAN YOUR POSTS AHEAD ➤ NETWORK, BUT DON’T WASTE TIME ➤ MAKE SURE YOUR PERSONALITY AND YOUR BRAND COME ACROSS #languageshow @3ptranslation ©2017
  32. 32. SOCIAL MEDIA HOW? ➤ RELEVANCE ➤ CONSISTENCY ➤ PLANNING HOOTSUITE BUFFER #languageshow @3ptranslation ©2017
  33. 33. NETWORKING JUST DO IT! ➤ TRUST IS BETTER BUILT IN PERSON THAN ONLINE ➤ GIVES YOU AN OPPORTUNITY TO SHOW YOUR PERSONALITY AND GIVE YOUR BRAND CREDIBILITY ➤ ALWAYS BRING BUSINESS CARDS WITH YOU! #languageshow @3ptranslation ©2017
  34. 34. ➤ CHOOSE AN ORIGINAL BRAND NAME ➤ BE ONLINE ➤ DON’T WASTE TOO MUCH TIME ON SOCIAL MEDIA OR OPTIMIZING YOUR CONTENT ➤ BE CONSISTENT ➤ NETWORK IN REAL LIFE FINAL RECOMMENDATIONS #languageshow @3ptranslation ©2017
  35. 35. MARTINA@3P-TRANSLATION.COM 3P Translation @3ptranslation THANK YOU! @martina3p subscribe to my blog

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