Dr Sally El-Akkad<br />Personal Branding: A Work in Progress<br />
Vision: The act or power of imagination; Unusual discernment or foresight<br />Exercise<br />Think about one world problem you would like to see solved, or one area of life that you want to see transformed or improved.<br />This is your vision.<br />
Purpose: Something set up as an object or end to be attained; Intention; Resolution; Determination<br />Exercise<br />Imagine yourself at your own funeral. You can hear what people are saying about you. What are they saying about what you accomplished, how you touched their lives, how you made a different to them and the world?<br />Their comments suggest your purpose.<br />
Goal:The end toward which effort is directed<br /><ul><li>Your personal brand needs to be tied to your goals
Your goals will help you decided how to prioritize and focus your efforts</li></ul>Exercise: Your Ultimate Goal<br />With your vision and purpose in mind, identify one goal that you could define for your business that would help you fulfill your purpose and realize your vision<br />
Exercise: Your Supporting Goals<br />Think about the smaller (but essential) goals that will help you achieve your ultimate goal.<br />Assign a timeframe for each goal, and group them into short-term, medium-term, and long-term categories to prioritize them. <br />Write down the tasks required to reach your goals.<br />
Attribute: An inherent characteristic; A natural quality<br />Exercise<br />Ask five or ten friends, acquaintances, peers, teachers, etc. to list five adjectives that best describe you.<br />Identify which are positive and which are negative.<br />Put an asterisk next to the attributes that came up most often.<br />These are the personal brand attributes that you are expressing most consistently.<br />
Value: Relative worth, utility, or importance; Degree of excellence; A principle or quality intrinsically desirable<br />Group Discussion/Exercise:<br />Brainstorm a comprehensive list of values that you live by or have encountered.<br />What values do you accept for yourself? What values do you reject?<br />Document your own values.<br />Circle your top five values.<br />
Passion: Intense, driving feeling or conviction; A strong desire for, or devotion to, an activity or concept<br />Exercise<br />Document the activities or causes that can willingly get you out of bed at 6:00 am on a Sunday morning, and make you feel energized.<br />Circle your top five values.<br />
So Who Are You Reaching?<br /><ul><li>Your target audience includes your ideal clients, and those that influence them.
The people to reach are those whom you would most like to work with, who would benefit most from what you have to offer, and who would be easiest to attract to your business.</li></ul>Exercise<br />Identify as much information as you can about your target audience.<br />Use the prompters on the next page for ideas.<br />
What associations do they belong to?</li></li></ul><li>How to Communicate Your Brand:<br />Use power tools to remodel your brand image.<br />Be a refined individual.<br />Seek out opportunities and new business.<br />Become an expert. <br />Extend the reach of your message.<br />Speak out.<br />Take action. <br />
These exercises are just the beginning.<br /><ul><li>You must constantly assess your brand and the value that it is bringing you and your customers.
You must continually find new ways to achieve your brand-building objectives. </li></ul>Measuring Your Brand Effectiveness<br /><ul><li> Conduct a focus group with individuals who will provide honest feedback
Request feedback on your communications tools.
Greater input results in stronger output.</li></li></ul><li>