Defining Personal Branding as a process and as enhancing your recognition

1. Section A: Unit 2
Defining Personal Branding

2. Personal Branding Definition
A process
Differentiate yourself Stand out from the crowd
Unique value proposition
Consistent message
and image
Specific goal
• Enhance recognition
• Establish reputation and
credibility
• Advance career
• Build self-confidence

3. Personal branding is a process
Personal branding is a four step process:
• Uncover
• Create
• Communicate
• Maintain
You need to take several actions in order to develop your brand.
You also need a strategic plan for developing your brand.
Uncover your uniqueness
Create your unique
personal brand
Have a consistent message and
use various platforms to
communicate this message
Always update and
maintain your brand

4. Personal branding is about
standing out from the crowd
What your
competitors
struggle with
What you do
best
What people
want most
Your “sweet spot” or
competitive advantage
Self-discoveryWhat do other
graduates not
have
Do “market research”
“If you want to be known for everything, you will be known for nothing.”
- Anonymous

5. Personal branding is about finding
your unique value proposition
This is the answer to…
“Why should a company hire me and not someone else?”
or
“Past, current, prospective employers hire me because…”
Create a unique value proposition that:
• Is in-line with your market’s challenges and desires
• Communicates the unique contribution that you will be able to make
Your unique value proposition should differentiate you and
communicate your excellence

6. Personal branding is a consistent message
and image that achieves a specific goal
Set a specific goal or objective
Verbal or non-verbal message
Achieve goal or objective
Personal Branding

7. Personal branding is about enhancing your
recognition

8. Summary
Personal branding is:
• Uncovering your authentic self
• Using your uniqueness to advance your career
• NOT about putting on a mask
"Regardless of age, regardless of position,
regardless of the business we happen to be in,
all of us need to understand the importance
of branding. We are CEOs of our own
companies: Me Inc. To be in business today,
our most important job is to be head
marketer for the brand called You."
Tom Peters in Fast Company, 1997

9. That’s Personal Branding in a nutshell
It’s all about standing out in the crowd an d
managing your reputation
The next step:
Watch the Personal Branding and Your Reputation presentation