Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

STRATEGIC PERSONAL BRANDING - Taking your brand to the next level

417 views

Published on

To undertand what a brand is and how this relates to personal branding. To create a personal brand strategy and set brand goals. To use social media to market your personal brand.

Published in: Business

STRATEGIC PERSONAL BRANDING - Taking your brand to the next level

  1. 1. STRATEGIC PERSONAL BRANDINGTAKING YOUR BRAND TO THE NEXT LEVEL
  2. 2. 2 Susan LopezDirector, Eridux Education Susan Lopez is a consultant and change agent specializing in developing skills in ambitious people to increase both personal and organizational performance. Susan provides training & development to management, leadership, change management and other education and skills based programs for an international client base. Susan is also founder and Director of ERIDUX, a business education and organizational effectiveness consultancy. ERidux Facebook @twitter LinkedIn consultants education
  3. 3. 3 Presentation Take-aways 1. An understanding of the basics of branding and its general concepts. 2. An understanding of what personal branding is and how this relates to branding in general. 3. An understanding of how to create a personal brand by putting this information into practice right now. Take- aways
  4. 4. what it is and what it isn’t Understanding branding
  5. 5. WHAT IS A BRAND?
  6. 6. 6 ! MyBrand Why are customers driven to select one brand more often than others? BUY!! Leaf t-shirt! cool for all purpose! MyBrand ! ! ! !
  7. 7. This is Key Concept #1 A brand is a set of mental associations, held by the consumer, which add to the perceived value of a product or service. (Keller,1998)
  8. 8. 8 What is branding? Branding is the creation of these associations. .
  9. 9. 9 What is Personal branding? Personal branding is the process by which people differentiate themselves by articulating their unique value proposition, leveraging it across platforms with a consistent message and image to achieve a specific goal. This is Key Concept #2
  10. 10. 10 Key Concept #3 You are the ‘product’ with which the brand is associated. You are not the brand. .
  11. 11. 11 What a personal brand Is not A personal brand us not ‘who you are’ or how you dress, or a list of skills and experience—or any other personal qualities.
  12. 12. isimportant Why personal branding
  13. 13. 13 Why is Personal branding important? Personal branding is important because building a unique, well-recognized, and respected brand adds tremendous value and can create a significant competitive advantage.
  14. 14. 14 02 Today’s competitive market demands well- crafted identities that are able to stand out and break through the clutter.
  15. 15. 15 01 03 02 04 Reason 1: Personal branding creates mindfulness of the way you are perceived by others and also how you would like to be perceived. Reason 3: A well-crafted personal brand can assist you in establishing your leadership style and define how you want to be known. Reason 2: The process of defining your brand will increase your self- awareness as well as help you define priorities. Reason 4: Personal branding is becoming increasingly important because modern audiences tend to trust people more than corporations.
  16. 16. 16 While reputation can still be closely linked to a brand—and a brand can have a reputation—a reputation is not a brand. The difference between a BRANDand a REPUTATION Personal branding goes beyond reputation to create a total image of what you stand for in the mind of your audience. This is Key Concept #4
  17. 17. 17 What is Strategic personal Branding? Strategic personal branding is the creation of a long-term plan for the development of your brand in order to achieve specific goals.
  18. 18. 18 RECAP REVIEW REMEMBER
  19. 19. 19 What we’ve covered so far: , O A brand is a set of mental associations, held by the consumer, which add to the perceived value of a product or service. You are not the brand. You are the “product” with which the brand is associated. Personal branding is the creation of a brand with which you would like to be associated in the mind of your audience. Personal branding goes beyond reputation and creates a total image of what you stand for in the minds of your audience. , p Personal branding adds value and creates a competitive advantage. O Strategic personal branding is the creation of a long- term plan for your personal brand’s development. 26
  20. 20. Crafting your personal brand
  21. 21. 21 Purpose, Values & Vision Your Brand Your personal brand is a reflection of what you stand for, so it should align perfectly with your values, purpose, and vision—of who, what, and where you would like to be. 33
  22. 22. 22 Your Brand Purpose, Values & Vision Defining Your brand purpose and values form the core of your personal brand’s identity. Central questions to assist you in defining your personal brand purpose, values, and vision are: 1. “Why am I here?” 2. “What rules guide my purpose?” 3. “Where do I want to be?”
  23. 23. Defining your personal brand purpose. Purpose Question 1 What are the specific needs the brand exists to address? Question 2 What does the brand do to address these needs? Question 3 What are the guiding principles that define the brand’s approach? Question 4 Why do people choose you and not your competition?
  24. 24. 24 02 Your purpose is your big picture, the internal vision of who you are and what you would like to achieve. It’s your personal brand’s core ideology. Exploring Your Personal Brand Purpose This is Key Concept #5
  25. 25. 25 Tap into your CORE values A good way to examine your personal brand purpose is to look at your core values. Values act as a personal compass—providing direction to the choices you make, the way you behave. BRANDVALUES
  26. 26. 26 Statement of Personal brand values Crafting a clear and concise statement of values will help focus your personal brand and create an emotional connection between yourself, your brand, and your audience. BRANDVALUES
  27. 27. 27 CORE VALUES Rank the following values according to their importance in your life at this moment in time. You can use this list to shape your personal brand and inform your brand goals. FAMILY To spend quality time with my family. LEADERSHIP To play an important role in the leadership of a group, a company, or an organization. HOME AND PLACE To make my home in a location and community that supports my desired lifestyle and personal values. PERSONAL GROWTHTo constantly learn new things, to expand my horizons. PUBLIC SERVICE To contribute to my community or society as a whole. FINANCIAL RESOURCES To secure the resources to support my short and long- term financial goals. SPIRITUALITY To explore and develop the spiritual side of my life. FRIENDS To build, strengthen and preserve personal friendships. HEALTH AND FITNESS To be healthy and physically fit.
  28. 28. 28 • • • • • C t y l e s • • • • Click to edit Master text styles • Click to edit Master text styles• • • Because, if you’re able to pursue activities and interests that are in line with your purpose and values you will have little difficulty in creating a personal brand that maintains its ‘authenticity’ and connection to your audience. Why is this important? There’s nothing more powerful than aligning who you are with what you do and how you do it, and spending your time on pursuits that have meaning to you.
  29. 29. 29 Now that you understand your personal brand purpose and values it will be easier for you to create a vision statement to guide your brand’s future. A vision statement describes what you want your personal brand to become in the future. It should be aspirational as well as inspirational. Your vision statement puts into a single sentence the reason your business exists as well as your highest hopes and aspirations. Vision Statement
  30. 30. 30 When developing your personal brand vision, keep these questions in mind: • What change are you aiming to affect in your world? What lasting difference do you want to make? • What ultimate benefits do you or your services deliver? • Where do you want your personal brand to be in five years? Vision Statement
  31. 31. 31 Creating a Personal Brand Strategy 02 Why? 5 s . fStart by understanding your brand purpose, values, and vision. Then set your personal brand goals.
  32. 32. 32 Your Personal Brand Goals Developing To help guide us in creating our brand strategy, first it’s important to define our brand goals. 33 Unfortunately, for most a goal is often something you think you should do, rather than something you sincerely want to achieve. It’s influenced by outside forces rather than a deep, internal motivation. This is Key Concept #6
  33. 33. 33 BrandGoals Questions to ask when developing your personal brand goals. Question 1 Why are you creating your personal brand? Question 2 What do you hope to achieve? Question 3 Does it provide a clear sense of direction? Question 4 Are your goals SMART? Question 5 Does it stimulate progress?
  34. 34. 34 SMARTGoals Checking your goals against SMART criteria S Specific The goal should be specific, avoiding generalizations. Measureable The goal should be quantifiable or at least suggest an indicator of progress. Achievable The goal should state what results can realistically be achieved. Realistic The goal should be realistic within the availability of resources, knowledge and time. Time Bound Specify when the result(s) will be achieved. M A R T
  35. 35. Create your Brand identity& position your brand
  36. 36. 36 36 Establishing Your Personal Brand Identity Elements of your personal brand identity: Your codified values statements and brand vision, broadcast through your media channels. Purpose, Values, and Vision (Culture) Refers to the reflection of the consumer; in other words, the brand's most stereotypical buyer or audience member. Most Typical Buyer/Audience (Relection) All visual cues your personal brand sends to your audience such as appearance, style, tone. They can include any marks or colors associated with your personal brand. Physical Aspect of the Brand (Physique) How you want your personal brand to make people feel (safe, happy excited,relaxed...) and how you would describe your personal brand as a person separate from yourself. (charming, innovative, fresh, smart.) Character (Personality)
  37. 37. 37 Creating a clear personal brand identity leads to brand loyalty, brand preference, high credibility, and an increased value for your personal brand to your audience. your Personal Brand identity This is Key Concept #7
  38. 38. 38 01 02 03 It must be authentic & credible. It must be kept, every time. It must convey a compelling benefit. What promises does your personal brand make to its audience? To create a lasting emotional connection, a personal brand promise should achieve the following three goals: YouR Personal Brand Promise
  39. 39. 39 Creating Your Brand Promise Typical Consumer What typical consumer does your personal brand evoke? Personality What is this brand’s personality? Competencies What kinds of competencies would you like that brand to possess? Quality What level of quality?. Characteristic What is your personal brand’s most distinguishing characteristic?. Imagery What kind of imagery do you see associated with your personal brand? ! MyBrand
  40. 40. 40 The image part with relationship ID rId5 was not found in the file. Your Brand in the Marketplace Positioning Now let’s talk about how to determine your personal brand’s position in the marketplace, how to determine your target audience, how to create a USP and how to position your brand using a positioning statement. 33 < <
  41. 41. 41 The key to your brand’s place in the market is your point of difference, what makes your brand unique, or your unique selling proposition (USP). To find your USP and the marketplace position you want to hold and defend in your customer’s minds, you need to identify and define your target market.
  42. 42. 42 The key to your personal brand’s place in the market is your point of difference. This is called your personal brand’s unique selling proposition or USP. What makes your brand unique?
  43. 43. 43 02 Defining your USP will help you find your unique distinctions and the marketplace position you want to hold and defend in your customer’s minds. This is Key Concept #8
  44. 44. 44 Your Brand in the Marketplace Positioning To properly position your personal brand first you need to determine where your brand sits in the market. 33
  45. 45. 45 PersonalBrandPositioning Questions to ask when developing your personal brand position in the market. Target Audience What is the demographic description of the target group of customers your personal brand is attempting to attract? Market Definition What category is your personal brand competing in? Brand Promise What is the most compelling (emotional/rational) benefit to your target customers? Reason to Believe What is the most compelling evidence that your personal brand delivers on its brand promise?
  46. 46. 46 Your Personal Brand Marketing 33 To make your brand visible to the world while also generating awareness and building credibility you will rely heavily on publicity, public relations, personal selling, promotions, communications, and social media to market your personal brand.
  47. 47. 47 MarketingYourPersonalBrand Establishing your personal brand’s digital home. ? YouTube Linkedin Facebook Twitter Instagram Slideshare Video is a powerful way to express your brand Platform most often used and searched. A well-known platform for building a compelling online profile. A valuable tool for conveying your brand’s professional authority. Also a valuable tool for expressing thought- leadership and conveying authority. Is a great tool to support a brand that relies heavily on creating a reputation and personality
  48. 48. 48 Presentation Take-aways 1. An understanding of the basics of branding and its general concepts. 2. An understanding of what personal branding is and how this relates to branding in general. 3. An understanding of how to create a personal brand by putting this information into practice right now. Take- aways RECAP What we learned today:
  49. 49. 49 What we covered in this presentation : PART 1 , O A brand is a set of mental associations, held by the consumer, which add to the perceived value of a product or service. You are not the brand. You are the “product” with which the brand is associated. Personal branding is the creation of a brand with which you would like to be associated in the mind of your audience. Personal branding goes beyond reputation and creates a total image of what you stand for in the minds of your audience. , p Personal branding adds value and creates a competitive advantage. O Strategic personal branding is the creation of a long- term plan for your personal brand’s development. 26
  50. 50. 50 What we covered in this presentation : PART 2 , O Your personal brand is a reflection of what you stand for, so it should align perfectly with your values, purpose, and vision. A good way to examine your personal brand purpose is to look at your core values. Your brand purpose and values form the core of your personal brand’s identity. A statement of values will help focus your personal brand and create an emotional connection between you, your brand, and your audience. , p To help guide us in creating our brand strategy, first it’s important to define our brand goals. O Your personal brand identity is what you project, your personal brand Image is what your audience sees. 26
  51. 51. 51 AdditionalCourses This Winter Eridux Education is offering the following courses: Half-day Marketing Metrics: How to Measure Success Half-day How to Brand Anything Full-day Key to Effective Social Media Marketing Half-day Quick Start: Brochure Design Half-day Quick Start: PowerPoint Presentation/ Slidedeck
  52. 52. Thank you! ERIDUX EDUCATION 14 bis rue Honoré Labande Monaco www.eridux.com +377 (0)6 4062 9353 37 The image part with relationship ID rId5 was not found in the file.

×