Brand U


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A presentation I did on college campuses for graduating classes in 2009

Published in: Career, Business, Technology
  • Very thought-provoking. It makes one instantly search oneself for many things. it forces you to evaluate yourself honestly and encourages you to do some alterations to yourself.

    I have started evaluating myself and soon I will brand myself and stand out in this ruthless world of cut-throat competition. I wish myself GOOD LUCK!
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  • Impressive. It embodies the spirit of branding as envisioned by the Ries School of Thought to the hilt. The basic premise is that a brand is a single idea in the mind of the consumer, the moment you deviate from this, you dilute your brand essence.

    Ms. Narejo has been successful in encapsulating the 22 immutable laws of branding in a concise presentation which although contains 73 slides, but is a breeze to get through. Full marks to her for deciphering the branding concepts for the layman.

    She would do well to build upon this presentation a more detailed guide on precisely how to go about this business of branding yourself – a nuts and bolts story.
    Read the 22 immutable laws of branding by Al Ries/ Jack Trout if you are fascinated by the idea of making a brand – either personal or otherwise – resonate with the heartstrings of the consumer.
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  • Great Work.
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  • Thanks to everyone who has left a comment!
    I fixed some of the formatting issues and this presentation is now available to you to download in ppt format, ENJOY!!! Rahila
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  • Wow.This is just what we need in today's job market.Great work.
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  • Before you can clearly describe your brand you need to look at the bigger picture: your purpose and vision, Purpose is internal, the role you might play in making a difference in this world. Your vision is external, its what you want to achieve or create through your role
  • the way you physically and verbally communicate really does matter; people will make instant decisions about you that can be very hard to change, so make sure the right perception is created at the outset and that you are in control of that perception.
  • Brand U

    1. 1. BUILD THE POWER OF YOUR PERSONAL BRAND Brand U “… all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.” Tom Peters
    2. 2. do you want to take charge of your future?
    3. 3. impress employers?
    4. 4. land your dream career?
    5. 5. But …
    6. 6. your diploma is not enough
    7. 7. your 4.0 GPA is not enough
    8. 8. too many people share your qualifications
    9. 9. and employers are overloaded with applicants.
    10. 10. To just survive , you must stand out from the crowd.
    11. 11. but you can relax…
    12. 12. Today you’ll learn how to stand out
    13. 13. rise above your peers
    14. 14. and develop your professional self
    15. 15. <ul><li>The Current Situation </li></ul><ul><li>Why Brand? </li></ul><ul><li>What is a Brand? </li></ul><ul><li>Your Personal Brand </li></ul><ul><li>The 5 P’s of Brand Building </li></ul>Brand U
    16. 16. The Current Situation <ul><li>Prior to 2000 – scarcity </li></ul><ul><li>2004 – abundance </li></ul><ul><li>2009 </li></ul><ul><ul><li>Fewer opportunities </li></ul></ul><ul><ul><li>More competition </li></ul></ul>
    17. 17. The Current Situation 60% Don’t have jobs Source: Career Builder Survey, 2008
    18. 18. <ul><li>Historically, more than 60 percent of students return home after graduation without a job each year, and that number undoubtedly will be greater this year. The job search usually takes about six months, but 2009 graduates should budget even more time. </li></ul>The Current Situation Christine Bolzan, Hamilton-Wenham Chronicle , Jan 14, 2009 Solution? - Personal Branding
    19. 19. Take cheap fabric (the cheapest) make pants using a 100 year old design = production cost $ 6 Why ? PUT THE NAME LEVI’S ON THESE ORDINARY PANTS : AND CHARGE $ 60 (no problem)
    20. 20. Take a human being and break him or her down to the smallest components – atoms . Take that stuff to the commodity market and try sell it – you might get $2 US. Why ? INSTEAD REASSEMBLE THE PERSON – CALL HIM TIGER WOODS AND ASK FOR AN ANNUAL SALARY OF MORE THAN $80,000,000
    21. 21. Why Brand ?
    22. 22. What is a brand? <ul><li>What do you think of when you read: </li></ul><ul><ul><li>Apple </li></ul></ul><ul><ul><li>IBM </li></ul></ul><ul><ul><li>Nike </li></ul></ul><ul><ul><li>Unilever </li></ul></ul>
    23. 23. Association? What is a BRAND ? Name? Logo?
    24. 24.  arouse emotion  ignite passion  echo reliability  have meaning What is a BRAND ?
    25. 25. What is a BRAND ? “ A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing.” - Richard Branson
    26. 26. … an individual as a brand
    27. 27. Personal Brand <ul><li>A consensus about who you are </li></ul><ul><li>Your reputation, public image, legend, character </li></ul><ul><li>The collective opinion about you </li></ul><ul><li>It’s like a Rorschach test. Somebody flashes you name. What leaps to mind? </li></ul><ul><li>David D’Alessandro </li></ul>
    28. 28. What is a BRAND ?
    29. 29. What is a BRAND ?
    30. 30. WE (you and me) ARE ALL BRANDS
    31. 31. Your Personal BRAND ? What does YOUR BRAND project?
    32. 32. Identify Your Perceived Pattern <ul><li>Get 360 o evaluation </li></ul><ul><li>It’s sometimes painful </li></ul>
    33. 33. Perception is Reality! <ul><li>You are already being branded one way or another </li></ul><ul><li>You can’t build a good personal brand if you can’t see yourself as others see you . </li></ul>
    34. 34. Is this how others see you?
    35. 35. The 3 most important words to TAKE CONTROL of your Brand
    36. 36.  Focus
    37. 37.  Focus
    38. 38.  Focus
    39. 39. &quot;If you are going to be a brand, you've got to become relentlessly focused on what you do that adds value, that you're proud of, and most importantly, that you can shamelessly take credit for.&quot; - Tom Peters                             
    40. 40. Your Personal BRAND ? What can you do to build YOUR BRAND ?
    41. 41. Building Your BRAND ? The 5 P’s
    42. 42. P urpose Building Your BRAND ?
    43. 43. Purpose: Your name means? <ul><li>When someone hears your name, what do you want them to think: </li></ul><ul><ul><li>Go-to person? </li></ul></ul><ul><ul><li>Really good at ________? </li></ul></ul><ul><ul><li>A “pain in the butt”? </li></ul></ul><ul><ul><li>Mr./Ms./ negative? </li></ul></ul>
    44. 44. <ul><li>&quot;Personal branding lets you control how other people perceive you... You're telling them what you stand for…” </li></ul><ul><li>(Peter Montoya, Personal Branding Press, 2002) </li></ul>
    45. 45. “ If you stand for nothing , you will fall for anything .” Ronnie Apteker – Founder Internet Solutions
    46. 46. P roposition P urpose Building Your BRAND ?
    47. 47. Proposition = Brand Essence Match the woman to the Brand Essence <ul><li>I’ll show you how to creatively organize your life. </li></ul><ul><li>I’ll be your genuine, compassionate, spiritual guide. </li></ul><ul><li>I’ll help you see your outrageous and sensual side. </li></ul>
    48. 48. Your Proposition is Your Core Competency . You’ve Got to Know Yourself to Grow Yourself
    49. 49. P roposition P urpose Building Your BRAND ? P ackaging
    50. 50. What’s my brand?
    51. 51. What’s my brand?
    52. 52. How is Your Brand Perceived? What’s my brand?
    53. 53. How we are perceived: Visual 55% Voice 38% Verbal 7% Source: Albert Mehrabian, UCLA
    54. 54. <ul><li>55% Visually </li></ul><ul><li>5 VISUAL elements: </li></ul><ul><ul><li>Posture </li></ul></ul><ul><ul><li>Facial Expression </li></ul></ul><ul><ul><li>Gestures </li></ul></ul><ul><ul><li>Clothing </li></ul></ul><ul><ul><li>Hygiene </li></ul></ul>How we are perceived: Source: Interpersonal Communication in Marketing: An Overview, by James Hulbert and Noël Capon © 1972 American Marketing Association
    55. 55. In just one second <ul><li>A man or a woman </li></ul><ul><li>Attractive or unattractive </li></ul><ul><li>Age range </li></ul><ul><li>Attitude or mood </li></ul><ul><li>Anything unusual </li></ul>How we are perceived:
    56. 56. <ul><li>Within 30 seconds people judge your: </li></ul><ul><ul><li>Economic level </li></ul></ul><ul><ul><li>Educational level </li></ul></ul><ul><ul><li>Social position </li></ul></ul><ul><ul><li>Level of sophistication </li></ul></ul><ul><ul><li>Level of success </li></ul></ul>How we are perceived: <ul><li>Within 4 minutes people decide your: </li></ul><ul><ul><li>Trustworthiness </li></ul></ul><ul><ul><li>Reliability </li></ul></ul><ul><ul><li>Intelligence </li></ul></ul><ul><ul><li>Capability </li></ul></ul><ul><ul><li>Friendliness </li></ul></ul><ul><ul><li>Confidence </li></ul></ul>
    57. 57. Package Your Brand <ul><li>Give your brand a voice that communicates who you are through every touch point : </li></ul><ul><ul><li>Appearance </li></ul></ul><ul><ul><li>Voice </li></ul></ul><ul><ul><li>Body Language </li></ul></ul><ul><ul><li>Resume </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Social Network </li></ul></ul>
    58. 58. P urpose P eople Building Your BRAND ? P roposition P ackaging
    59. 60. “ Nothing the slightest bit amazing has ever been done in isolation. Individual competitiveness = what you know x who you know ” Ridderstrale & Nordstom Funky Business
    60. 61. Elements of Networking <ul><li>You already “know” 62,500 people . </li></ul><ul><ul><li>Each of us has about 250 contacts </li></ul></ul><ul><ul><li>6 º of Separation </li></ul></ul><ul><li>How well you know them, that’s another issue. </li></ul>
    61. 62. Who You Know is Networking <ul><li>Two -Way Street </li></ul><ul><ul><li>Sharing information </li></ul></ul><ul><ul><li>Sharing contacts </li></ul></ul><ul><ul><li>Introducing people </li></ul></ul><ul><ul><li>Doing favors </li></ul></ul><ul><ul><li>Asking for help </li></ul></ul><ul><ul><li>Acknowledging support </li></ul></ul>
    62. 63. Your network is your net worth.
    63. 64. P urpose P ackaging P eople P erseverance Building Your BRAND ? P roposition
    64. 65. “ There is a very, very, very fine line between success and failure …. it is about being constantly hammered and coming back from the hard times and low moments.” - Robbie Brozin – Nandos
    65. 66. “ 3Cs” of Perseverance: (1) Clarity (about who you are and who you are not) (2) Consistency (in your message about who you are) (3) Constancy (continual visibility to your target audience).
    66. 67. P urpose P ackaging P eople P erseverance Building Your BRAND ? P roposition
    67. 68. THREE TYPES OF PEOPLE <ul><li>Those who make it happen </li></ul><ul><li>Those who watch it happen </li></ul><ul><li>Those who wonder what happened </li></ul>
    68. 69. where you go from here is up to you…
    69. 70. right now, you are a blank slate
    70. 71. You are the storyteller of your own life, and you can create your own legend or not. Isabel Allende
    71. 72. You are a brand. You are in charge of your brand. There is no single path to success. And there is no one right way to create the brand called You. Except this … start today . Tom Peters Business writer, motivational speaker
    72. 73. All the Success ! Presented by: Rahila Narejo Also on Linkedin