Presentation from the elective session "Building your Personal Brand" I created and delivered as part of IBM Careers Academy 2020. I fully believe Personal Branding is the most effective strategy you can use to achieve professional success and fulfillment. At Careers Academy I was able to share what personal branding is with over 90 young professionals, teaching them how to identify, develop and communicate their personal brands, and helping them do this through practical exercises.

1. Welcome to
Building your Personal Brand

2. Intro
Isabel Albelda Ros
isaberos@uk.ibm.com
www.isabelalbeldaros.com

3. Personal Branding
Personal branding is the most effective way to clarify
and communicate what makes you different, special,
and valuable to employers and customers –and use
those qualities to guide your career.
William Arruda
“[…] being able to articulate a simple, clear expression
of who you are, doing it consistently, and delivering on
it again and again, so that when people think of X, they
think of you.”
Catherine Kaputa

4. Personal Branding
Take control
of your brand
Authenticity
is key
Driving career
growth
Everything
counts
4 Keys of Effective Personal Branding

5. Benefits of Personal Branding
Differentiation Value Add Clear Choice Take charge

6. Personal Branding
Find Craft Communicate

7. Personal Branding Find Craft
Communi-
cate
Vision
Purpose
Values
Passions
Goals
Strengths
Opportunities
Weaknesses
Threats
Target
Market
Perception
SkillsAttributes

8. Personal Branding Find Craft
Communi-
cate
Build around who you are
and who you can be

9. Exercise - Attributes Find Craft
Communi-
cate
1. Write down attributes that define you
2. Circle your top 3 attributes

10. Personal Branding Find Craft
Communi-
cate
Unique promise of value
Short bio(s)
Comprehensive resume
Achievement Log
LinkedIn Profile
Action Plan

11. Achievement Log Find Craft
Communi-
cate
List of success stories, projects, patents and publications and other key
initiatives:
•The issue, challenge or objective to achieve
•The actions taken, with emphasis on your contributions.
How did you approach the project or problem? Were there any further complications? How were they
handled?
•The results obtained, including quantifiable and non-quantifiable outcomes, with emphasis on your
contributions. When possible, include relevant feedback
Exercise: Start your log – write down one achievement you’re proud of

12. Achievement Log Find Craft
Communi-
cate
How to create opportunities for your Achievements Log and CV:
•Training & certifications
•Stretch projects
•Giveback
•Volunteering
•Advocating
•Networking

13. Personal Branding Find Craft
Communi-
cate
OfflineOnline

14. Personal Branding Find Craft
Communi-
cate
Promoting yourself online is the best, easiest, fastest way to build your
personal brand.
Boris Mann, Web 2.0
Assess your
online identity
Check your
brand is
available
Acquire your
brand

15. Personal Branding Find Craft
Communi-
cate
Social Media Other online methods:
•LinkedIn
•Twitter
•Pinterest
•Instagram
•…
•Publish articles, presentations, projects and videos
•Blog
•Comment on blogs, forums, articles...
•Participate in professional forums
•Personal Website / Portfolio

16. Personal Branding
• Volunteer for Stretch roles, projects, etc.
• Create expertise
• Personal development (training, skills, etc.)
• Managing up
• Networking & Shadowing
•Help others
•Take a genuine interest
•Ask for advice & mentoring
•Be proactive and follow-up
Find Craft
Communi-
cate

17. Exercise – Action Plan
Write down three things you will do to take control of your career
Find Craft
Communi-
cate
Examples:
o I will update my LinkedIn by Friday
o I will choose a giveback opportunity and sign up
o I will find a mentor on https://ibm.biz/coachmeapp
o I will set up shadowing in a team/role I’m interested in by the end of the month
o I will go to three networking events every month and follow up by connecting on LinkedIn
o I will give three pieces of feedback to people I’ve worked with
o I will do the “Outside Perception” exercise to understand what my current brand is

18. Q&A

19. If you want to know more…
Further Workshops:
Email isaberos@uk.ibm.com with subject “Career Academy”
More Career Advice & Events:
CareerCorner - https://w3.ibm.com/w3publisher/how2/career-corner
Personal Branding exercises:
www.isabelalbeldaros.com/personalbranding
If any further questions, feel free to reach out on slack!
(Isabel Albelda Ros / isaberos@uk.ibm.com)