This document provides information on personal branding strategies and techniques. It discusses how personal branding can help individuals increase their impact and value by aligning their activities with who they are and influencing how they and their work are perceived. The document outlines objectives of personal branding such as seeing oneself as a brand, continuously discovering and reinventing yourself, and strategically communicating your value. It also provides examples of personal branding skills, desired results, and competencies to develop in order to strengthen one's personal brand.

1. personal branding
1
2017
Tom Scholte
www.deacademievoorontwikkeling.nl

2. 2

3. personal branding
- to align your activities with who you are
- a way to increase the value of your activities (services)
- to influence the way you are (your work is) perceived
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4. 4

5. 5

6. results
1. know what to do
2. recognized – asked – recommended
3. increase of impact and value
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7. 7

8. Transformations
- see different things
- see things different
- do different things
- do things different
8

9. “a transformation is a tailor-made experience with an
educational element and a changed individual as a
result.”
9

10. objectives personal branding sessions
- see yourself as a brand
- you are able to create an experience and a transformation
- continously discover & reinvent yourself
- strategically communicate and express
- who you are
- what you do or want to do
- how you do what you do
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13. 13
WH
O

14. 14
discover & describe
impactvaluation/
questions
knowing what
to do
visibility recognizability value
communicate & express
strategy
activity
results

15. personal branding
- Personal branding is a way of working in which:
• you are aware of what you do, how you do the things
you do and the feelings this creates at others;
and by doing so
• you increase your impact
and that will result in
• a higher valuation of your work and more
recommendations and requests.
15

16. 16
visibility
recognizability
impact
valuation/
questions
strategy results
personal branding canvas
value
Personal leadership
knowing what
to do

17. personal branding skills
- increasing self-awareness and self-knowledge
- express and communicate whoe you are and your
value for others
17

18. How?
- take on a personal branding mindset
- discover and describe your attributes and value added
- formulate your personal branding statement
- communicate and express your activities, projects and
value added
- strengthen your network
18

19. What are your desired personal branding results?
(6-12 months from now)
- 1)
- 2)
- 3)
19
Which personal branding competences do you need to
develop?
1)
2)
3)

20. What are your desired personal branding results?
In relation to that role.
(6-12 months from now)
- 1)
- 2)
- 3)
20
Which personal branding competences do you need to
develop?
1)
2)
3)
In which professional role do you want to ’brand’
yourself.
__________________________________________

21. desired personal branding results
- find a new job or better professional position
- surpass myself
- being asked for help
- lead a succesful business
- start my own business
- personal growth
- being asked for an interesting new position
- that people know me
- being recognized as a motivational speaker
- operate en function independently
- seen als problem solver
- acquire a leadership position
- strategically use my values
- obtain a research position at Amnesty International
- fulfill an example role
- contribute to the development of my nation
21

22. What to learn or do in relation to my personal branding
- discover strengts and weaknesses
- sharpen my strenghts
- find out what to brand
- increase visibility
- build my network
- find strategic partners
- use social media to build my brand
- increase self confidence
- the right way to present myself
- communicate effectively
- redefine myself
- discover my passion
22

23. sparkling moment
- Look back on your professional activities of the past
weeks. Select a ‘sparkling moment’. This is a moment:
- in which you explicitely experienced your impact on
others, on an organization or on a project;
- in which you felt valued for something you did;
- in which you were asked for advice, a new project or
something else.
23

24. sparkling moment
- 3 minutes tell about your moment
- your colleague will ask you questions to help you focus on what made it
a sparkling moment for you
- 3 minutes the other person is sharing his/her moment
- afterwards you give each other feedback about a
strength you heard/saw/discovered in his/her story
24

25. sparkling moment = personal
branding
- telling
- interaction
- story + details
- positive
- non verbal communication
- strategic communication
- listening
- active + 100% listening
- real interest
- positive questions
25

26. sparkling moment = personal
branding
- telling
- interaction
- story + details
- positive
- non verbal communication
- strategic communication
- listening
- active + 100% listening
- real interest
- positive questions
26
what you do
how you do
what you do
what you tell
how you tell
what you tell

27. mindset
27

28. personal branding mindset
1. you vs. your professional identity
2. time and attention
3. professional window
4. think about the problem of your target audience
5. recognizable and distinctive
6. a future approach
7. focus your attention on the positive
8. reinvent yourself
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29. 29
no need to define
very useful to define
you

30. 1. time and attention
30

31. 2. professional window
- limited capacity of absorbtion
- relate to what is known
- large ability to associate
31

32. 2. professional window
describe yourself – your
personal identity – in 3
words
describe yourself – your
professoinal/ student
identity – in 3 words
32

33. 3. recognizable and distinctive
33

35. 35

36. 36

37. personal branding

38. http://worditout.com/
http://www.tagxedo.com/
38

39. 3. recognizable and distinctive
- - describe yourself in 3 keywords
39

40. 4. future orientation
- Anticipatory principle
40

41. 1a
41

42. finish the following
• I am interested in…
• I would like to know more about…
• I am specialized in…
• My field of expertise is…
• I am reading books about…
• I am studying …
• …
42

43. examples fields of interest/ expertise
- archiving non profit organizations cultural
heritage
- social change global communities environment
- music group building designing
- communication wild life talent finding
- non profit funding cultural antropology media analysis
- NGO’s Middle East data
- renewable energy digital media women studies
- project management recruitment organizational
change
- social media contract managementusability UX
- photo archiving training strategy development
- marine biology crisis communication branding
- internatinal events news writing budget
management
43

44. 5 questions
44

45. Book title exercise
45

46. booktitle exercise
- Now come up with a title and subtitle for a book
that your colleague could have written on his/her
field of interest or that he/she might write in the
future.
46

47. field of expertise => value = personal branding
- interaction
- reflect on what is really important
- talking about creating value connects
- talking about value radiates positivity
- talking about value shifts attention to the other person
47

48. - 1 minute presentation about your field of interest/
expertise
48

49. To make a lasting impression with your presentation
- be positive
- let your audience be personally and emotionally
effected
- an open posture
- repeat the important words/ themes
- give your audience things they can relate to
- be clear what you talking about
- be calm and use strong words
- humor is OK but be serious about your topic
- make eye contact
- Body => Mind => behaviour => outcomes
49

50. 1b
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52. 52

53. 53
core quality pitfall
allergy challenge
to much of a
good thing
to much of a
good thing
positive
opposite
positive
opposite
-
-
+
+

54. 54

55. 1B. QUALITIES/ TALENTS AND VALUE
55

56. your way of working
1. if you were a car, what brand/type of car would
you be? Explain why this car describing it’s
attributes in your oppinion.
2. If you were a pro top sporter, in what sports
would that be? Explain why this sports describing
it’s attributes in your oppinion.
3. If you were a ‘thing’, what would you be? Explain
why this ‘thing’ describing it’s attributes in your
oppinion.
56

57. attributes/ talents => metaphor
= personal branding
- describe and explain
- helps to associate
- shifts attention from you to your value
- start for futher explanation and development
57

58. Quality/ talent– value - communication
58
qualities/
talents
explanation meaning/ value
for others
experienced situation/
story
1.
2.
3.

59. Quality/ talent– value - communication
59
qualities/
talents
explanation meaning/ value
for others
experienced situation/
story
1.
2.
3.

60. summary
- I’m looking for a job in ………(field of interest )
- where I can…….. , ………… , …….. (skills)
- to contribute to …………… (value)
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61. 1c
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63. 2
63

64. Values
- Explain in your own words
- example situation
- reference company/ product/ person/ movie/ …
- 3 questions to adress the value for a group
64

65. 3
65

66. 3
- 1 field of interest/ expertise
- +
- 1 skill/talent
- =
- meaning for others: explain value + who are the
others
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67. - 1 field of interest/ expertise : personal branding
- +
- 1 skill/talent : coaching
- =
- meaning for others: explain value + who are the
others
- = high educated professionals find a new job
67

68. inter cultural personal branding communication advisor
1. What is your advise to professionals who wants to
strengthen their personal brand within an
organization in your culture? (write your country
on the paper)
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70. 70
I don’t sell
beer, I sell
warmth.
Freddie
Heineken

71. Target audience + value
description problem actual solution emotion after
cooperation
example
situation/ story
1. all staff reorganization/
restructuring,
uncertainty
training/ coaching
‘reflect on your job’
motivated, knowing
what to do, positive,
thinking in
opportunities
When Sarah started
the training, she
didn’t know….
2. management savings, changes in
goverment policies
hr advice supported, self
confidence, knowing
what’s going on
inside the
organization
3.
71

72. Target audience + value
1) ‘target
audience’
2) problem -
challenge
3) actual solution;
what did you do?
4) emotion of the other
people after cooperation
1. all staff reorganization/
restructuring,
uncertainty
training/ coaching ‘reflect
on your job’
motivated, knowing what to do,
positive, thinking in
opportunities
2. management savings, changes in
goverment policies
hr advice supported, self confidence,
knowing what’s going on inside
the organization
3. MBA students find a new job personal branding training
classes
knowing what to do en what to
communicate
increased self confidence
72

73. 73
personal trainer: jeremy

74. jeremy
- 1. Goed in:
- 1a) fitness
- 1b) motiveren
- luisteren
- geduld
- 1c) Rol: personal
trainer
- schema’s
opstellen
- instructie
- …
74
2. ‘gevoel’
• zelfvertrouwen
• succes
• volhouden

75. jeremy
75
2. meaning
- stay motivated
- self confidence
- …
- 1. good at:
- 1a) fitness
- 1b) motivating
- listening
- patience
- 1c) Role: personal
trainer
- schedule’s
- instruction
- …

76. 4
76

77. Draw yourself in your ideal professional future
situation.
77

78. Draw yourself in your ideal professional future
situation.
Now draw the experiences/ transformations you will be facilitating?
78
- people see different things
- people see things different
- people do different things
- people do things different
Transformations

79. 5
79

80. personal branding statement
- Paul is an empathetic, committed and sincere designer who
supports socially relevant organizations that who they are is
in line with the story they tell and the image they create
- Paul develops education materials, promotional materials
and other means of communication that contribute to a
change in knowledge, attitudes or behavior.
- Paul is committed to a sustainable world where people
interact consciously and respectfully with each other and
with their environment.
80

81. format personal branding statement
81
- <name> is a…, …, …, (3 personal skills/ taletns)…
(role) who contributes to …. (meaning/ value) for
… (target organization/ people).
- <name> …, …, …, (3 products/ services) to support
… (meaning/value- what you want to add/change
in this world).

82. personal branding statement
- Paul is an empathetic, committed and sincere designer who
supports socially relevant organizations that who they are is
in line with the story they tell and the image they create
- Paul develops education materials, promotional materials
and other means of communication that contribute to a
change in knowledge, attitudes or behavior.
- Paul is committed to a sustainable world where people
interact consciously and respectfully with each other and
with their environment.
82
<name> is a…, …, …, (3 personal skills/ taletns)… (role) who
contributes to …. (meaning/ value) for … (target
organization/ people).
<name> …, …, …, (3 products/ services) to support …
(meaning/value- what you want to add/change in this
world).

83. summary
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84. 84

85. 85

86. 86

87. 87

88. personal branding
88
2017
Tom Scholte
www.deacademievoorontwikkeling.nl