How to uncover your personal brand, create a compelling narrative and manage your important stakeholders

1. Presented by Mauro Delgado
PERSONAL
BRAND

2. 2
WHY A PERSONAL
BRAND
• Applying for a job
• Asking for a promotion
• Writing a dating profile
EVERYONE IS A BRAND
For better or worse, in today’s world everyone is
a brand..
Your goal should be to ensure
that the narrative created about
you is accurate, coherent,
compelling, and differentiated.
PERSUADING OTHERS TO
RECOGNIZE YOUR VALUE
Your brand is what people say about you
when you’re not in the room. It is the
amalgamation of the associations, beliefs,
feelings, attitudes, and expectations that
people collectively hold about you.
BEING INTENTIONAL ABOUT IT
Personal branding is an intentional, strategic
practice in which you define and express your
won value proposition.
• Define your purpose- and
important stakeholders
• Audit your personal brand to
start with
• Construct your personal
narrative
• Embody your brand
• Communicate your brand
• Socialize your brand
• Do annual audit and adjust
Presented by Mauro Delgado

3. 3
PERSONAL BRANDING PROCESS
DEFINE YOUR PURPOSE
AND STAKEHOLDERS
AUDIT YOUR PERSONAL
BRAND EQUITY
CONSTRUCT YOUR
PERSONAL NARRATIVE
EMBODY YOUR BRAND
• What is your long-term vision
and mission
• Define your important
stakeholders
• Do a life timeline exercise and
find your significance to
yourself and others into future.
• Connect the dots.
• Analyze the brand you are
today- Assessments, 3,3,3
• Credentials, significant
achievements, experiences
• Cultural capital- through
upbringing
• Phrases that capture the
real you.
• Does all these align with
desired brand identity?
• Identify, craft and refine the
narratives that will
communicate your brand.
• Tell stories that show how
your uniqueness made the
difference between success
and failure.
• Your value proposition. This
will make it memorable,
resonant, and persuasive.
• Always put your best foot
forward
• Walk your talk
• Learn to creatively introduce
your personal narratives
during first meetings, casual
small talk, formal
conversations, etc.
1 2 3 4
Presented by Mauro Delgado

4. 4
PERSONAL BRANDING PROCESS
COMMUNICATE YOUR
BRAND
CREATE A STAKEHOLDER
MAP
DO ANNUAL AUDIT AND
MAKE ADJUSTMENTS
• Create a “media plan” with
channels to formally convey
your brand to others.
• OWNED-EARNED-PAID media
• OWNED- social media, website
• EARNED- mentions in public
press, linkedin and others
• PAID- all paid ways.
INTERNAL
• Execs & Leaders,
Managers, Employees
CONNECTED
• Shareholders, distribuitors,
suppliers, retailers
EXTERNAL
• Governments, Media Org.,
Local communities
• Review what your brand is
• Do exercise 3, 3, 3, again for
example
• Make necessary adjustments
5 6 7
Presented by Mauro Delgado

5. 5
Stakeholder Map
TIME
RELATIONSHIPS
Existing
New
Create Map
Develop
Relationship
Win-Win
Stakeholders
WHO I AM
NOW
WHO I
WANT TO
BECOME
External
Connected
Internal
Connected
External
Presented by Mauro Delgado

6. 6
TYPES OF STAKEHOLDERS
Customers
Shareholders
Creditors
Government
Society
Suppliers
Employees
Managers
Owners
INTERNAL
EXTERNAL
Presented by Mauro Delgado

7. 7
STAKEHOLDER ANALYSIS MATRIX
L
O
W
H
I
G
H
L O W H I G H
Engage in interest areas
increase level of interest, satisfy
them with the project
SATISFY | MEET THEIR NEEDS
Focused effort, involved at
all decision making. Engage with regular
communication and consultation.
MANAGE | KEY PLAYERS
Only need to inform if
have time. Aim to move into
the right-hand box
MONITOR | LEAST IMPORTANT
Make use of interest through
involvement in low risk areas.
Potential supporter of project.
INFORM | SHOW CONSIDERATION
I N T E R E S T
I
N
F
L
U
E
N
C
E
/
P
O
W
E
R
Presented by Mauro Delgado

8. 8
STAKEHOLDER INTERESTS & EXPECTATIONS
• Performance
• Control
• Leadership
• Governance
MANAGEMENT
• Job security
• Income, bonuses, benefits
• Responsible tasks
• Status and achievements
EMPLOYEE
• Improved corporate value
• Revenues and profit
• Incoming investments
• Market information
OWNER
• Fact-based reporting
• Audience engagement
• Public opinion
MEDIA
• Loan repayments
• Credit rating
• Risk assessment
• Future lending
BANK/CREDITOR
• Quality of goods
• Cost effectiveness
• Customer service
CUSTOMER
• Regulatory measures
• Social security
• Employment
• Tax codes
GOVERNMENT
• Reliable partner
• Punctual payment
• Security for sale
SUPPLIER
Presented by Mauro Delgado

9. Presented by Mauro Delgado