Personal branding involves crafting a public image that represents your core values and competencies. It includes defining your identity, developing your image, and communicating consistently. Effective personal branding tells a clear story about who you are and what you offer through visible actions and interactions. Maintaining a personal brand over the long term requires ongoing self-reflection, relationship-building, and communication tailored to your target audiences.

1. PERSONAL BRANDING

2. 1. What’s a BRAND ?
2. “Personal Branding”
3. Building up your own Personal Brand
• Identity
• Competencies / Communication
• Image

3. logo
image
personality
company
identity
name prestige
product
service
What’s a BRAND ?

4. What’s a Brand ?
“... mixture of
tangible and intangible attributes,
symbolized in a trade mark
that create, influence and generate
value”

5. • * A distinct Concept / Idea
• * Related to a “Word”
• * A well told Story
• * Consistent
A Successful Brand is...
A well told “Story”
Lively, Energetic
With clear Purpose
Exciting
Worth telling

6. PROMISE
TRUST
that the “promise” will
be kept
What’s a BRAND ?

7. “A personal identity
that stimulates
precise, meaningful perceptions
in its audience
about the values and qualities that
person stands for”
What’s a PERSONAL BRAND ?
Montoya

8. “is the public projection
of certain aspects of a person’s
personality, skills or values;
it’s not the entire human being”
What’s a PERSONAL BRAND ?
Montoya

9. “Your brand is a
perception or emotion,
... that describes
the total experience of
having a relationship with you”
What’s a PERSONAL BRAND ?
McNally
&Speak

10. “... the thoughts, feelings and behaviours
contained within a group of people
that can be called upon
to create value.”
What’s a PERSONAL BRAND ?
Cope

11. Personal Branding Defined
• Personal branding is a revolution in the way we
manage our careers or businesses. It's a way of
clarifying and communicating what makes you
different and special and using those qualities to
separate yourself from your peers so that you can
greatly expand your success
• Personal branding is the strategy behind the world's
most successful people

12. “Those who mean the most to you, are
those who offer you the most value
throughout your life.”
What’s a PERSONAL BRAND ?
Graham
”The individuals who stand
out in the world around us
are those who offer the
greatest value to the most people...”

13. Personal Brands
• Colleague / Friend
• Relative
• Airline Pilot
• Surgeon / Dentist ...
• Businessman
• Scientist
• Journalist
• Showbiz / TV
• Author
• Top model
• Banker
• Movie Star
• Sportsman
• Politician

14. • Internal Factors
Personal Branding
• External Factors

15. Personal Branding
Identity
Image

16. Personal Branding Strategy
Identity
Who you are (Values, Roles, Goals)?
What makes you unique & distinct?
Competencies
What is your distinct specialization/area of leadership?
Be passionate, focused & persistent
Communication
Who is your target domain?
Does your idendity comply with your domain?
Do your competencies contribute to your domain?
Are you visibile, distinct?
Integrated communication (including body language)
Is your communication consistent?

17. • Image
• This is the OUTCOME
• Is it in line with your Identity and Competencies?
• Does it fully comply with your communication strategy?
• Be Distinct, Unique, Consistent with your symbols &
behaviour
Image: Behaviour
Symbols Etiquette
Wardrop Body & Soul
Car & Office Alumni & Clubs
Cosmetics Associations
Accessories
Other “Toys”

18. Rowling
It is our choices
that show what we truly are,
far more than our abilities.
Harry Potter
& the Chamber of Secrets

19. Goals in Life
“What do you want?”
Mean Goals End Goals

20. Goal Setting:
• Focus on “END GOALS” not on the “mean goals”
WHAT DO YOU WANT? (excercise)
• Have your goals SMART+:
S Specific
M Measurable
A Attractive
R Relevant
T Timely
+ Positive
Personal Branding Strategy:

21. Personal Brand Maintenance:
• Know yourself (Values, Roles, Goals)
• Find out what makes you “distinct”
• Invest in yourself
• Be comfortable in your own skin
• Discover your competencies; improve & maintain
them
• Smile – Be positive / Address people with their
names
• Be the best/most appropriately dressed person you
meet everyday
• Express yourself in the most clear and concice way

22. Personal Brand Maintenance:
• Develop positive relationships with all
your counterparties
• Become member of appropriate clubs /
associations
• Focus: Read, write, deliver speeches,
give seminars in your field: Get to be known
• Be careful & selective with the media:
But use it to be known
• Be persistent, don’t crash & burn
• Invest in your physical and mental health,
stay fit

23. Appendices & Road Ahead...

24. • No unique reality
• No “best”
• Perception is reality
Assumptions About Branding:
“You can only see with your heart.
What is essential is invisible to the eyes”
Antoine de Saint-Exupery (The Little Prince)

25. Values (i):
- Exercise 1: Identify what makes your life –
compelling– fulfilling
- Exercise 2: Finding your Life’s passion
(by using role models)
- Exercise 3: Discovering and Determining your
deepest values
Personal Branding Strategy:

26. Values (ii): A Short list of Values:
Personal Branding Strategy:
Accomplishment
Accuracy
Adventure
Aesthetics
Aliveness
Authenticity
Autonomy
Beauty
Caring
Challenge
Collaboration
Community
Comradship
Connectedness
Contribution
Courage
Creativity
Dignity
Directness
Elegance
Empowerment
Excellence
Excitement
Fairness
Focus
Freedom
Freedom to Choose
Free Spirit
Fun
Grace
Growth
Happiness
Harmony
Helping
Honesty
Humor
Independence
Innovation
Integrity
Joy
Justice
Lack of Pretense
Learning
Lightness
Love
Mastery
Nurturing
Orderliness
Participation
Partnership
Peace
Performance
Perseverance
Playfulness
Personal Power
Productivity
Recognition
Revolution
Risk Taking
Romance
Safety
Security
Self-Expression
Self-Reliance
Service
Simplicity
Stimulating Change
Spirituality
Success
To Be Known
Tradition
Trust
Uniqueness
Vitality
Zest
...

27. Values (iii): How to find out your Value System?
How to rank your most important values?
Personal Branding Strategy:
Exercise 1: “Meeting your Future-Self”
(an internal journey to visualize yourself in the future (10 or 20 years)
Meet with that person, and find out what’s important then
This is not about a road map, but to find out the desired state in the
future...
Exercise 2: “Peak Performance analysis”
Choose a great experience you had, or a hobby, something you really
enjoy... Talk about it... How was/is it? What makes this unique,
thrilling, exciting for you? Try to find out which values are honoured?
Which values are associated with that experience?
Exercise 3: “Worst Experience analysis”
Choose a bad experience you had, or some events/activities/thing that
really disturb you...
Talk about it... How was/is it? What makes you feel bad about it?
Try to find out which values are not honoured?

28. Personal Branding Strategy:
Most desired/appreciated Values/Principles
Anglo-Saxon Business World
Credibility & Professionalism
Integrity
Authority & Leadership
Empathy
Friendliness & Approachability
Trustworthiness
Sophistication and being up-to-date
Creativity
Energy & Enthusiasm
Influence

29. Useful “Identity” Related Questions:
Personal Branding Strategy:
• What am I tolerating?
• What is to be powerful?
• What is it to choose?
• Am I being nice or am I being real?
• What do I do to avoid feelings?
• Where is my attention?
• What keeps me going?
• What’s out?
• When am I unable to laugh at myself?
• What motivates me?
• What’s fun?
• What is pleasure?
• Where do I limit myself?
• What does it cost me?
• What thrills me?
• What is it to be passionate?
WHAT DO I WANT?
WHO DO I WANT TO BE?
WHAT MAKES ME UNIQUE?
WHAT MAKES ME DISTINCT?

30. Roles in Life
• Professional Roles• Family Roles
• Individual Roles • Social/Citizen
Roles
Daughter / Son
Brother / Sister
Parents
...
Boyfriend /Girlfriend
Friend of oneself
Mentor
Explorer
...
Entrepreneur
Bartender
Salesman
Local Bank Manager
Butcher, Plumber
...
Environmentalist
Volunteer
...

31. Roles in Life:
Would you like to have a “Role Model”?
“If one person can do something, anyone can learn to
do it”...
What different perspectives you can create for each
role?
How would you define our “end goals” for each role?
Personal Branding Strategy:

32. Competencies:
• What is/will be your Specialization? Focus, Focus,
Focus
•Supporting question: Which skills would enable you to
distinct?
• What will enable you to have Leadership and
Authority on your area of Specialization?
Personal Branding Strategy:

33. Personal Branding Strategy:
• What’s your “Goodwill”? (Intengible assets that create a
difference...)
• What would help you to keep your Persistence? Brands do
not happen overnight, it is long lasting game to play....
• What makes you passionate?
• Without your internal drive, it would not work...
• Find out what motivates you? (all, including pleasures and pain
avoidance, count...)

34. Communication (i):
• Who is your target domain?
For each role you play in life, you might have different
“target domains”..
Who will help you reach your goal?
Where would you have a Brand awareness that will help
you succeed?
What’s relevant?
•Does your identity comply with your domain?
Authenticity
•Do your competencies contribute to your domain?
What’s in it in your “Brand” that works for them?
How would you create a win-win situation with and for
your domain?
Personal Branding Strategy:

35. Communication (ii):
•There is no “INCOMMUNICADO”.
•You cannot not communicate...
•Are you visible, distinct?
Distinct or Extinct !...
What’s your “mind share” in your domain?
(“Mind-share” would influence “Wallet-Share” or “Market
Share”)
•Integrated communication (including body language)
•What’s your story?
•How your body communicates?
•Content/Voice/Outlook/Body language/Energy level and
Enthousiasm...
•Be CONSISTENT, CONSISTENT, CONSISTENT....
•You cannot leave your Brand at home / there is no any “off–brand -
day”
Personal Branding Strategy:

36. Communication (iii):
•Improve your “First impression”....
•Impact on your first impression:
•55% Visual (How you look and carry yourself, dress, body
language)
•38% Vocal (How you speak: pace, volume, pause, accent, tone,
etc...)
• 7% Verbal (The content of your speech, the words you say...)
•You have only 30 seconds to introduce yourself together with a complete “first
impression”
•How do you introduce yourself? Learn to be
• Clear
• Consise
• Distinct
• Relevant
• Engaging
• Exercize: “Elevator Test”
(Introduce yourself in the most efficient way just during a “lift journey”)
Personal Branding Strategy:

37. Image (i):
• This is the outside projection of who you are, who you want to be
and what you want...
• Your image should be consistent with your Identity,
Competencies and Communication strategy.
• Your image, including all of your accessories should help you be
• Distinct,
• Unique,
• Consistent with your Brand Promise
Personal Branding Strategy:

38. Your personal Brand is
• a way to differentiate yourself and stand out from
the crowd
• how your are perceived and remembered by
others
• about reflecting the authentic, real you
• a potential aid to success
Personal Branding Summary:

39. What does your brand give you?
• Success! Benefits:
– Increase your visibility and presence
– Differentiate yourself from your peers
– Increase your compensation or fees
– Thrive during downturns in the economy
– Expand into new business areas
– Choose better, more interesting assignments
– Understand yourself better
– Achieve your personal and professional goals
– Increase your confidence and self-motivation