GO BRAND YOURSELF! Lorenzo Galbiati
How to land a job with April 2013 Personal Branding IN 5 STEPS

WHY
PERSONAL
BRANDING
MATTERS

BRAND CHOICE Can be compared
to the HIRING PROCESS

Traditional Decision Making Model Need
Recognition Information Search Evaluation of Alternatives DECISION (Post-decision Evaluation)

However, In the current market
unlimited choice options are available

And decision making can become
OVERWHELMING

decision makers will rely on
Hence, HEURISTICS (or, cognitive shortcuts)

And choose the option that
is most POPULAR RECOGNIZABLE FAMILIAR EMOTIONAL

In Marketing terms… They will
pick the STRONGEST BRAND

Wins the sale The STRONGEST
brand JOB

How can you build a
STRONG BRAND? SO…

Uncover your (1) First BRAND
IDENTITY

You now have to decide
what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place ” “ David Ogilvy

Try to answer the following
questions

“A creative WHO AM I?
consumer psychologist with a passion for understanding The links between behaviour and brands“

WHAT DO I DO? “I’m
experienced in producing consumer-based insights for global brands and able to turn curiosity into actions“

WHY DO I DO IT?
“I’m passionate about brands and to deepen my understanding of human behaviour”

Identify your
(2) Second
STRENGTHS

Strategic Insight and Storytelling

CRITICAL
creative
thinking
&

FAST LEARNER

TEAM WORK

Time
Management

Identify what makes you (3)
Third UNIQUE

Be yourself, everyone else is
already taken ” “ Oscar Wilde

MARKETING
CREATIVITYPSYCHOLOGY
ME

Identify your (4) Fourth TARGET
SEGMENTS

If you’re not thinking segments,
you are not thinking marketing Theodore Levitt ” “

Clearly define the you are
ROLES TARGETING

THE STRATEGY CONSULTANT • Works
for a small-medium sized brand strategy or innovation consultancy • Has some experience in qualitative research and strategy, and a creative background • Loves moderating creative workshops to facilitate problem solving and brand building “The thing I love the most about my job is the possibility to work on a wide variety of accounts. Each project I’ve worked on required a unique mix of creativity and innovation. I believe that successful strategies are built on a brand’s heritage.”

THE ACCOUNT PLANNER • Works
for an Ad-agency, acting as a bridge between the client and the creative team • Acts as the ‘voice of the consumer’ within the agency, trying to understand consumers’ needs and desires • Responsible for matching the client’s objectives with consumer needs, and writing the creative brief “Most people think that only copywriters and art directors work in Advertising. They’re wrong. Ad agencies need people that can fill the gap between Account Management and Communications Strategy. They need people like me.”

THE ASSISTANT BRAND MANAGER •
Works in the Marketing department of a large client-side company • Responsible for assisting the brand manager in the development of brand proposition and strategy, and monitoring the brand’s performance • Liaising with brand strategy consultancies, and advertising and market research agencies “The best thing about my job is feeling like a part of a big family. I work with different teams within the company, and receive ongoing training and mentoring. I’m growing with the company!”

Formulate your (5) Fifth COMPETITIVE
POSITIONING

Don’t hide your differences, But
shout about them. Be proud of them ” “ Sir John Hegarty

Marketing Knowledge size= Creative Thinking
ME Creative Marketer Economics Student Comms Expert Consumer Understanding Competitor Analysis and Positioning Market Researcher

IDENTITY Now, let’s put all
the bits together… STRENGTHS UNIQUENESS TARGET POSITIONING + + + +

…To create a
UNIQUE
MIX

A LONG-LASTING

STRONG

PERSONAL BRAND
YOUR
BRAND
HERE

About the of this presentation
AUTHOR

If you liked this presentation
so far, please SHARE IT It takes just a click but means a lot to me NEXT SLIDE 

What you DON’T KNOW about
ME

I LIVE
in London

Where I WORK in Marketing
Research and Strategy

I’m
FROM Milan

where I’ve STUDIED
Psychology

and WORKED as a FREELANCE
VIDEO ARTIST

I’ve also lived in Leiden
(The Netherlands)

Where I SPECIALIZED in Economic
and Consumer Psychology

Now, I’d love to hear
what GET IN TOUCH! www.galbiatilorenzo.com @lore_drop Lorenzo Galbiati YOU think

If you liked this presentation,
SHARE IT with friends and colleagues You could help someone find their NEXT JOB!

GRAZIE
THANK YOU
DANK U

A Very Special THANK YOU
TO Drew McLellan For his awesome post about this presentation Click HERE to read the post

I do not own the
rights to any of the pictures used in this presentation, which belong to their respective owners, listed below by slide number CREDITS #01 - http://www.flickr.com/photos/alltheaces/1589875058/ #02 - http://www.flickr.com/photos/skrubu/6774880151/ #03 - http://www.flickr.com/photos/danilomancha/5830533678/ #05 - http://www.flickr.com/photos/doug88888/3871344752/ #06 - http://www.flickr.com/photos/cayusa/2194119780/ #08 - http://www.flickr.com/photos/bazik/395792175/ #11 - http://www.flickr.com/photos/thomashawk/7030766839/ #19 - http://www.deviantart.com/art/Edgar-Allen-Poe-Book-Sculpture-329702211 #20 - http://www.creativecriminals.com/images/mercedesleftrightbrain5.jpg #21 - http://www.flickr.com/photos/w4nd3rl0st/6116828119/ #22 - http://upload.wikimedia.org/wikipedia/commons/8/81/Original_allblacks.jpg #23 - http://www.flickr.com/photos/pepe50/2877261320/ #26 - http://www.flickr.com/photos/96dpi/4248131945/ #30 - http://www.flickr.com/photos/viamoi/3417420554/ #31 - http://www.flickr.com/photos/anseledwardsphotography/8514065195/ #32 - http://www.flickr.com/photos/unisono/516724172/ #37 - http://www.flickr.com/photos/40885569@N03/3763470907/ #38 - http://www.flickr.com/photos/mexicanwave/68083158/ #39 - http://www.flickr.com/photos/arnolouise/2442296544/ #41 - http://www.flickr.com/photos/splorp/8198184756/ #43 - http://www.flickr.com/photos/simon__syon/7204783318/ #44 - http://www.flickr.com/photos/dietpoison/144466020/ #45 - http://www.flickr.com/photos/paco_calvino/6743924171/ #46 - http://www.lbollini.it/upload/bsquared/images/contents/changes.jpg #48 - http://farm8.static.flickr.com/7067/6879965017_e619d929b1.jpg #49 - http://www.flickr.com/photos/jeremybrooks/2297020344/ #50 - http://www.flickr.com/photos/st3f4n/4012030328/