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
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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/