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Dynamics of personal branding

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Guest Lecture on Personal Branding at Christ University's Institute of Management, Bangalore, 25th February 2011

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Dynamics of personal branding

  1. 1. a quick look at theDynamics of Personal Branding<br />Lakshmi Rebecca<br />Marketing Consultant & Show Host<br />Christ University | 25/2/2011<br />
  2. 2. The Dynamics of Personal Branding<br /> People who have become brands and how they got there. <br /> This is much more than about how you can brand yourself in your network, in this University or in your future business or work place.<br />Of course, there are learnings here for all of us no matter what our career choices are or will be.<br />2<br />Copyright 2011, Lakshmi Rebecca<br />
  3. 3. The Dynamics of Personal Branding<br />Brand: a unique promise of value with a unique identity<br />Personal Brand: an external identity that is unique and is delivering value<br /> Not an innovative Product-Service offering Mix first, <br /> but an innovative Attribution Mix. <br />3<br />Copyright 2011, Lakshmi Rebecca<br />
  4. 4. The Dynamics of Personal Branding<br />Case: a for-profit Personal Brand<br />A poor, coloured, farm girl born to an unwed teenage couple, a sexual abuse victim and mother to a still-born child at 14 went on to become a national celebrity at around mid-life. <br />The turning point: her self-titled showShe brought empowering messages through stars and common people to television audiences who were primarily women<br />Her medium: Day time TV<br />Forbes ranked her the richest African American a few years ago<br />Makes about $300,000 a year<br />4<br />Copyright 2011, Lakshmi Rebecca<br />
  5. 5. The Dynamics of Personal Branding<br />5<br />Copyright 2011, Lakshmi Rebecca<br />
  6. 6. The Dynamics of Personal Branding<br />Oprah Winfrey<br />Terms coined: "Oprahfication“ meaning public confession as a form of therapy<br /> “The Church of O” considering her as a spiritual leader<br /> Worth over $2.7 billion as of September, 2010 (Forbes)<br />6<br />Copyright 2011, Lakshmi Rebecca<br />Own: http://www.youtube.com/watch?v=3S2E747mAEI<br />
  7. 7. The Dynamics of Personal Branding<br />7<br />Copyright 2011, Lakshmi Rebecca<br />The Starting Point<br />
  8. 8. The Dynamics of Personal Branding<br />8<br />Copyright 2011, Lakshmi Rebecca<br />Positioning<br />Key: Focused <br />
  9. 9. The Dynamics of Personal Branding<br />9<br />Copyright 2011, Lakshmi Rebecca<br />Communicating<br />Key: Putting oneself out there, becoming one’s own voice first andconsistent reinforcement of the message<br />
  10. 10. The Dynamics of Personal Branding<br />10<br />Copyright 2011, Lakshmi Rebecca<br />A Holistic Strategy<br />Thinking beyond the talent and disciplineE.g., not just a singer, an entertainer, an author, a style icon, an inspiration to the youth, etc.<br />Innovative and People-Centric<br />An Outside-In Approach<br />Staying Current<br />Key: What will people value today?<br />
  11. 11. The Dynamics of Personal Branding<br />Planning & Continuity<br /> A lifetime’s Efforts…<br /> of re-inventing oneself, of renewed associations, of messages, of living life to the full, of drama and more!<br /> And rewards beyond.<br />11<br />Copyright 2011, Lakshmi Rebecca<br />
  12. 12. The Dynamics of Personal Branding<br />From shy boy to Singer, Soldier turned Sergeant, Actor and Cultural Icon<br /> Original Rock style, Uninhibited Performance style, experimented across genres<br /> Unheard-of $125,000 fee for eight minutes of singing in the 60s<br /> Died in 1977 at the age of 42<br /> 6 posthumously released singles by Presley were top ten country hits between 77 and 81<br /> Forbes, 2007: Top Earning Dead Celebrity<br /> Revenue Sources: Estate, DVDs, Music, etc.<br />12<br />Copyright 2011, Lakshmi Rebecca<br />Case: Elvis Presley<br />Image Source<br />
  13. 13. The Dynamics of Personal Branding<br />Case: a not-for-profit Personal Brand<br />A brand that belongs to all of us<br />13<br />Copyright 2011, Lakshmi Rebecca<br />
  14. 14. The Dynamics of Personal Branding<br />The Journey<br />Advocate<br />Powerful Communicator (Oral and Written)<br />Believer in Ahimsa<br />Pioneer of Mass Civil Disobedience / Satyagraha (Truth Force)<br />National and Global Icon: Freedom and Non-Violence<br />14<br />Copyright 2011, Lakshmi Rebecca<br />
  15. 15. The Dynamics of Personal Branding<br />Brand Growth<br />Civil Disobedience in South Africa<br />Leader of the Indian National Congressled campaigns against poverty, for women's rights, for unity, against untouchability, for economic self-reliance and eventually Swaraj<br />Consistent Modest Lifestyle<br />Quit India Movement<br />Motivator of Non-Violent movements in other countries<br />Great Soul – Rabindranath Tagore<br />Father of the Nation – India<br />Gandhi Jayanthi & International Day of Non-Violence<br />15<br />Copyright 2011, Lakshmi Rebecca<br />
  16. 16. The Dynamics of Personal Branding<br />At the Crux of a Personal Brand is a Person’s Conviction <br />that other people are able relate to<br />Qualities according to Peter Montaya (2002):<br />Ability to lead<br />Happy being real, rather than squeaky clean<br />Distinct<br />Visible<br />A life that is in harmony with the image<br />Persistence<br />Willing to really contribute to their domain, creating goodwill<br />Montaya, Peter (2002): The Personal Branding Phenomenon, Personal Branding Press<br />16<br />Copyright 2011, Lakshmi Rebecca<br />
  17. 17. The Dynamics of Personal Branding<br />Categories<br /><ul><li>For Profit Personal Brands
  18. 18. Not-for Profit Personal Brands
  19. 19. Personal Brand that TransitionGoal difference: efforts & Values that will sustain beyond the individual brandTypical transition: Non-profit to For-profitE.g., TarunTejpal: Journalist, Publisher (Tehelka) & Novelisthttp://www.taruntejpal.com</li></ul>17<br />Copyright 2011, Lakshmi Rebecca<br />
  20. 20. The Dynamics of Personal Branding<br />Other Examples<br />Eminem: rapper – record producer – actor – owner of a clothing co.,an uncensored Hip-Hop/Rap-heavy urban contemporary channel, involved in a gaming business and a music publishing business<br />and others…<br />Dhoni Mandela Sri SriArundhati Roy<br />18<br />Copyright 2011, Lakshmi Rebecca<br />
  21. 21. The Dynamics of Personal Branding<br />Further Reading<br />Montaya, Peter (2002): The Personal Branding Phenomenon, Personal Branding Press<br />Various Biographies & Autobiographies<br />19<br />Copyright 2011, Lakshmi Rebecca<br />
  22. 22. Thanks and do connect!<br />Blog: www.bangaloreconsultant.com<br />Twitter: LakshmiRebecca<br />LinkedIN: Lakshmi Rebecca<br />Facebook Page: Lakshmi Rebecca: Anchor / Show Host<br />Email: lakshmirebecca@hotmail.com<br />

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