Strategic Personal Branding MOGHIMI

STRATEGIC PERSONAL BRANDING
Get The Edge
in
The Experience Economy
Bahman Moghimi
University of Georgia
School of Business and Economics
77a Kostava Street, Tbilisi 0171, Georgia
www.ug.edu.ge/en

OBJECTIVES
Create Awareness
&
Know how to implement some Ideas
On
Personal Branding
B.Moghimi@yahoo.co.uk

THE FOUNDATION OF PERSONAL BRANDING
P + A + B = R
Perception + Attitude + Behavior = Reality
M + M + M.C = R
Message + Media + Market.Customer = Results

PERSONAL BRANDS
The Next Revolution!
(what was Manufacturing Revolution?)

PERSONAL BRAND POWER
Now More than Ever
A Brand Equates
Greater ROI
Visibility, Profits, Impact

PERSONAL BRANDS
Personal Brands sit at the VERY Pinnacle of
Relationships. If done right; once
established it is “virtually” impossible for
any person to Break the Emotional Dialog,
your Brand is communicating between You
and Your Target Market.

GET THE EDGE!
What Words, Phrases, Emotions Do You Own?

BE AN ORANGE!
Stand Out In The Barrel Of Apples!

“SUCCESS IS THE PROGRESSION OF A
WORTHY IDEAL”
EARL NIGHTINGALE *

PERSONAL BRANDING
vs.
Personal Development

COMPETENCY CURVE
Rise From The
“Sea of Sameness”
(vague vs. specialized)

TRUSTED ADVISOR
(the center of influence)

THE BIG LIE!
We’ve Been Taught That
Information is Power!
Information is NOT Power…

“ITS NOT WHAT YOU ARE THAT COUNTS,
BUT WHAT PEOPLE THINK YOU ARE.”
JOSEPH KENNEDY

THE REALITY
Its NOT That You
Have To Think
Like A CEO; Its
That you Have To
Be Perceived As
A CEO
(Jack Welch to Hugh Heffner)

IDEAL CEO
Jack Welch
Anita Rodick
Steve Case
Herb Kelleher
Lee Iacocca
Howard Schultz

IDEAL SPORTS FIGURE
Michael Jordan ($200)
Arnold Palmer
Tiger Woods
Hakeem Olajuwon ($45)

IMAGE IS WHAT THEY SEE,
A BRAND IS WHAT THEY THINK & FEEL,
IT CONVEYS OWNERSHIP!
(ATTRACT / REPEL)

PERSONAL BRANDING IS A 2-STEP PROCESS:
1) STRATEGIC
2) TACTICAL
Bahman Note: Many people fail in business development efforts because
they start at Step #2, entering a market with little or no congruency about
how the market perceives you causing misalignment, skepticism and
mistrust.

3 DEFINITIONS OF A BRAND
Marketing
Investor
Personal

MARKETING
A Brand represents a promise, an internalized
sum of all impressions received by clients,
resulting in a distinctive position in their mind’s.
Based on perceived benefits that conveys a trust
through the brand’s personality, an intrinsic value
to the customer will be shaped. The brand equals
the communication, equals the message, equals
the promise conveyed.

INVESTOR
A Brand is an identifying symbol, words, or mark
that distinguishes a product or company from its
competitors. It is an intangible asset, a promise to
a market which provides a competitive advantage.
Appears as goodwill on the balance sheet of the
acquirer in the amount by which the purchase
price exceeds the net tangible assets of the
acquired company’s brand.

PERSONAL BRAND?
The unfair advantage every individual has
by capturing the value of our Personal
Characteristics, Attributes and Life
Experiences in a package that we effectively
communicate to our audience, leveraging the
specific ‘use value’ that comes from our
Unique Talent. (intrinsic genius)

WHAT DOES A BRAND REPRESENT?
• Positive Expectation (benefits)
• Promise to your Market
• Preferred (privileged) Position
• Owns Equity of the Mind
• Highest Level of TRUST
• Unique (cannot be copied)

ATTRIBUTES OF PERSONAL BRAND
• Genius Quality
• Unique Ability/Talent
• Experiences (glue)
• Ancestral or Heritage
• Personality or Style
• Philosophy or Beliefs
• Integrity & Ethics

"EXPERIENCE IS KNOWLEDGE,
EVERYTHING ELSE IS INFORMATION“
ALBERT EINSTEIN

EXPERIENCES
Equate Credibility

UNIQUE EXPERIENCES
• Specialized Knowledge Creates a
Higher Use Value
(specialist vs. generalist)
• Ownership, YOU are the
Undisputed Authority

CERTAIN THINGS
Building A Personal Brand is NOT about
doing Certain Things; It's about doing
Certain Things in a certain way…
[Communicating Certain Things In A
Certain Way To Certain People]

STORY TELLING
The vast majority of great leaders in
history have been great Story Tellers
Source: Toastmasters International

METAPHORICAL STORY
“A Great Brand is a story that’s never
completely told. A brand is a metaphorical story
that connects with something very deep, a
fundamental appreciation of mythology.
Stories create the emotional context people need
to locate themselves in a larger experience.”
Scott Bedbury, Creator of Nike & Starbucks Brands

THE BRAND DIALOG
What Does Your External Dialog
Say To Your World?
Example: Martin Luther King

RICHARD BRANSON, VIRGIN
“The idea that business is just a numbers affair has always struck me as
preposterous. For one thing, I’ve never been particularly good at
numbers, but I think I’ve done a reasonable job with feelings. And I’m
convinced that it is feelings – and feelings alone – that account for the
success of the Virgin brand in all of its myriad forms.”

THE (PSYCHOLOGICAL) IDEAL
1. A Brand is Unique; It Cannot be Copied
• A process can be copied; once copied it
becomes a commodity
• Commodity Sales, Marketing, Advertising
2. A Brand like Matter, cannot occupy the
same space in a persons mind!
3. Conscious & Subconscious Dialog

WHEATIES
The Breakfast Of Champions
Vs.
Special K

ONE WORD
Branding is Summed-up
as
TRUST

REASONS WHY
1. Trust Person
2. Respect Person
3. Respect Company
4. Product Benefits
5. Product Price
+ 11. Like-ability

MANAGING YOUR BRAND
Your Personal
Communication
& Positioning

BRAND PROMISE
Defines the intended reason [mind-share]
and emotional benefits [heart-share] from
the brand consumer's point of view,
capturing their imagination.

QUESTIONS TO ANSWER
1) What emotions will your brand touch?
2) What expectations will your brand create?
3) What experiences will your brand provide?
The sum of these questions equals a position in the
mind called brand ownership. You gain preferred
status in their mind and become the choice!

“You do not merely want to be one of
the bests. You want to be considered as
THE ONLY ONE who does what you
do! That’s your USP”
BAHMAN MOGHIMI
QUOTE IN “PERSONAL BRANDING”
SEMINAR GEORGIA, 2013

BRAND IDENTITY (THE PACKAGE)
Seeks to articulate one key idea again and
again: whatever you do, be sure to
communicate your brand consistently,
every time.

CONNECTION WITH MARKET
Personal Brands help YOU make a
real connection with your market so
that you earn their business again,
again and again.

PERSONAL BRANDS
Establish Authenticity
Communicate Value with Clarity
to your Brand’s Consumers

CONGRUENCY
Jack Welch -- Leadership
Nelson Mandela -- Freedom
Martin Luther King -- Justice

WHY PERSONAL BRANDING NOW?
• Who do you TRUST more?
• Who is more likely to do the RIGHT thing?
• Who is more likely to be
ACCOUNTABLE for their actions?
Corporations or People?

TECHNOLOGY VS. PEOPLE
“The Great Crossover”
(we must take control back)

CHAOS
“There will be more confusion in the
business world in the next decade than
in any decade in history. And the
current pace of change will only
accelerate.”
Steve Case, CEO, Time Warner

SPECIALIZE
You MUST be DISTINCT and
COMMUNICATE YOUR
DISTINCTION or YOU will be
EXTINCT!

QUESTIONS TO PONDER
• How do people perceive you?
•What does the world think you stand for?
•What is the “brand gap” between your
brand's perception and reality?

PERSONAL BRAND
What Words, Phrase or
Emotions Are Evoked?

LANGUAGE
What Language Are
YOU Speaking?

UNIQUE PACKAGING
Can you describe your Personal Brand’s –
• Brand Mission? [external, includes clients]
• Brand Description? [how you are perceived]
• Brand Stand for? [what are you known for]
• Brand Personality? [fun, serious]
• Brand Packaging? [consistent]
• Brand Presentation? [congruency]

QUESTIONS TO ASK?
1)What business is your Personal Brand in?
2) What is superior about the “use” value
you offer your brand’s consumers?
3) What differentiates your personal
brand from those in your position?

DISCOVERY QUESTIONS
1) What kind of knowledge do you enjoy acquiring and
sharing?
2) Are your current tasks aligned with your life’s goals?
How?
3) What kind of advice do you give people (inside and
outside) your profession?
4) What kind of advice do others ask you? What are
you known for?
5) What area have you had the most personal study
(training) over the last 3 - 5 years?

WHO ARE YOU?
What do People Think When They See You?
(at a party for example!)

PERCEPTION & REALITY
What is the Biggest
Misconception About You?

BRAND WAKE-UP QUESTIONS!
Have you ever considered that you are a Brand? What is your Personal Brand?
How would you define it? What is your perception of your Personal Brand?
What is your markets perception of your Personal Brand? Define? What is
the ‘reality’ of these perceptions? How far apart is the Gap between the
Perception (internal) and Reality (external) of Your Brand? How are you
managing the ‘reality’ of these perceptions within your market? How is your
Personal Brand special or distinct? What unique talents do you have? Is your
Brand’s message aligned and congruent with your market? How can you
demonstrate that your Personal Brand is trustworthy? Cool?

METHODS

3M’S
Message + Media + Market2
= Powerful Brand!

WALL OF INDIFFERENCE
Pierce The Veils Of Indifference
(Open Talks to Strangers!)

SPECIALIZE OR DIE!

UNIQUE TALENT
Unique Talent is the only thing we grow in
by Massive Leaps throughout our life and
never become bored with. Its how we are
wired! Its who we are!

WHY PERSONAL BRANDS FAIL
• Ignorance, People FAIL to recognize they are a Brand!
• Try to be All Things to all people [No Focus]
• Fail to tap into their True Passion/Unique Talent in Life
• Professionals don’t realize their External Perception
• Lack of consistency in behavior and image portrayed
• Right Message, Wrong Market!
• Fail to recognize Competitors Brand [Emotion]
• Fail to have a Mentor to Advise them (lone wolf)
• Fail to Reposition properly against another brand

BRANDING METHODOLOGIES
• Networking
• Newsletters
• Interest Mail
• Post Cards
• Letter Series
• Testimonial Letters
• Referrals
• Personal Website
• E-Mail
• Multimedia
• Adjunct Professor
•Write A Book
• Networking Club
• Speaker

• Testimonials
• Mentoring
• Association Boards
• Community Boards
• Letters To The Editor
• Tips, Trends &
Surveys
• Camera Opportunities
• Calendar Listings
• Endorsement Letters
• 800#
• Brochures
• Create A Worthwhile
Event (Sales Major)

• Press Releases
• Publish Articles
•Write A Column
• Contribute to Pubs
• Radio/TV Interview
• Host Radio/TV Show
• Audio/Video Tape
• Alliances
• Joint Ventures
• Co-Branding
• References
• Case Studies
• Stories
• Sponsor An Event

CONCLUSION

THE EXPERIENCE ECONOMY
We live to pay for the experience!
•Coffee Beans – Commodity
2 cents
•Cup of Coffee – Diner
50 cents
•Latte – Starbucks
3 dollars
•Espresso – St. Mark's Square, Italy
15 dollars

LAST WORDS…
A Personal Brand Must
Sincerely Care about
Achieving Destiny! “Success
means never letting the
competition define you.
Instead you have to define
yourself based on a point of
view you care deeply about.”

Strategic Personal Branding MOGHIMI

Strategic Personal Branding MOGHIMI

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