Kupas bisnis personal branding


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proses menemukan cara mengkomunikasikan seseorang, sebuah jabatan, sebuah peran melalui Personal branding
design dan perencanaan untuk mengembangkan seseorang menjadi makna branding memerlukan kecermatan untuk memulai dan menentukan penampilan dan sajian yang tepat

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Kupas bisnis personal branding

  1. 1. Writing Skill For Executives Branding Kresnayana Yahya, M. Sc
  2. 2. “Awali branding Anda dengan tulisan.” ~ Edy Zaqeus
  3. 3. 9 Steps to Build Your Personal Brand (and Your Career) Figure out what you do best and what you are known for Figure out how it's relevant to your industry Build out your social profiles Keep updating your content and brand You can't be a brand alone Help people understand why they need your services Make sure every interaction leaves them feeling like you have lived up to your brand statement Keep your personal brand and your personal life separate Create content and get it out there
  4. 4. Last Words… A Personal Brand Must Sincerely Care about Achieving Destiny! “Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.” Tom Chappell, CEO, Tom’s of Maine
  5. 5. WhoAmI.com Marketing yourself and your skills online , on time and every where Are you a BRAND
  6. 6. OBJECTIVES Create Awareness On Personal Branding Take Home Ideas You Can Implement
  7. 7. The Foundation Of Personal Branding P+A+ B = R Perception + Attitude + Behavior = Reality M + M + M2 = R Message + Media + Market2 = Results
  8. 8. what ROLES do you play? STANDARDS what kind of do you have? what is your STYLE?
  9. 9. ROLES our relationship with others • Key relationships • Roles vary depending on the relationship • Your roles are the reason you are in a relationship
  10. 10. Our ROLES with others in business • What a brand does for you. • The customer is the most important relationship in a business. • The customer sets the bar for the relationship but the company sets the expectations.
  11. 11. Example of ROLES • Father/Mother • Daughter/Son • Sister/Brother • Student • Employee
  12. 12. ROLES vs. JOBS • Your role is defined by what you do for the customer. • Your job is defined by what you do. • Roles in jobs can change depending on the customer.
  13. 13. ROLES and Responsibilities • After you define a role, responsibilities are implied. • Figuring out the responsibilities and keeping up with them is part of a brand role. • Your brand is based on how effectively you meet your responsibilities and live up to your roles.
  14. 14. STANDARDS as modifiers. • It’s not who you are, but what you do and how you do it. • Sometimes overlaps with style. • How you do things can shape the nature of the relationship with others i.e. consumers, subordinates, family, community.
  15. 15. Perception • Perception becomes reality. • Want to be perceived as a detail oriented individual, then the actions must speak for themselves. • We set our standards for how we want the relationship to be seen, and understood. • Perception is built through our actions not intentions.
  16. 16. Judging by STANDARDS • People make judgment of your actions. Not only what you do, but also how well you choose to do it. • One must invest time and effort to create a standard for themselves. Ex: You want your boss and coworkers to rely on you for certain tasks requiring a specific level of expertise. You must have demonstrated that quality by placing enough research time and effort to acquiring that level of experience.
  17. 17. Examples of STANDARDS • Reliably efficient - Creatively undisciplined • Non-judgmental listener - Assertively opinionated • Proficient net-worker - Focused on a close circle of friends • Open-minded - Orthodox • Unfocused - Detail Oriented • Situational Values - Consistent Values
  18. 18. Stick by your guns. • Can’t please everyone. • Focus on what you hold true and the message you want to send. • Standards could be positive and attractive to one and the complete opposite to another. • Standards vary depending on the nature of the relationship.
  19. 19. STYLE Elements • Descriptives are Highly Subjective – – – – – – Introverted vs. Extroverted Open minded vs. Biased Friendly vs. Crass Easygoing vs. Rigid Upbeat vs. Cynical Always in a hurry vs. Very Reflective
  20. 20. It’s not uncommon for people to describe the brands in their lives strictly in terms of style.
  21. 21. President Obama has charisma.
  22. 22. Personal Brands The Next Revolution! (manufacturing revolution)
  23. 23. Get The Edge! What Words, Phrases, Emotions Do You Own?
  24. 24. Be An Orange! Stand Out In The Barrel Of Apples Be An Sunkist Orange
  25. 25. BRAND MANAGEMENT TOOLS GUIDELINES: have standards that will be used as your manifesto TRAINING: improve yourself SPECIAL EVENTS: promote and create special focus on your brand dynamics REWARD AND RECOGNITION: don’t take things for granted … QUESTION, PROBE, EVALUATE, CHALLENGE…
  26. 26. BRAND MOMENTS are the times when your unique combination of roles, standards, and style will be put to test. YOUR BRAND WILL SHINE OR FADE.
  27. 27. PERSONAL BRAND The you create will become a dynamic presence in your life. But to remain strong, it must be renewed everyday. It must become a part of everything you do. BRANDS are relationships. They reflect values.
  28. 28. “Success Is The Progression Of A Worthy Ideal” -- Earl Nightingale
  29. 29. Personal Branding vs. Personal Development
  30. 30. Skills = Possibilities
  31. 31. Take inventory of what YOU offer — Major skills and abilities — Social, technical or field-specific skills — Important personal attributes (hard-working, trustworthy, results-oriented, decisive) — Ask: Where have I successfully used these abilities, skills and attributes?
  32. 32. Why Look at Transferable Skills? — Leverage skills for new opportunities — Target skills will offer the greatest personal reward — Identify areas of strength and interest — Identify areas for growth and development — Identify areas of burnout or dissatisfaction — Data for self-marketing/ personal branding
  33. 33. 3 Types of Skills — Technical/ Work-specific skills are specific to a job and are not easily applied in other environments or situations. These skills tend to be technical and specialized. — Functional/transferable skills can be applied in most environments and situations. They incorporate various combinations of data, people, and thing skills. Examples of functional skills include communication, planning, organizing, managing, analyzing, and problem-solving. — Self-management skills (sometimes referred to as personality traits) are related to how we conduct ourselves and are rooted in temperament. Examples of these skills include taking the initiative, resourcefulness, being goodnatured, and reliability.
  34. 34. Competency Curve Rise From The “Sea of Sameness” (vague vs. specialized)
  35. 35. “Its not what you are that counts, but what people think you are.” -- Joseph Kennedy
  36. 36. The Reality Its NOT That You Have To Think Like A CEO; Its That you HAVE To Be Perceived As A CEO (Jack Welch to Hugh Heffner)
  37. 37. Image Is What They See, A Brand Is What They Think & Feel, It Conveys Ownership! (attract / repel)
  38. 38. Personal Brand? The unfair advantage every individual has by capturing the value of our Personal Characteristics, Attributes and Life Experiences in a package that we effectively communicate to our audience, leveraging the specific ‘use value’ that comes from our Unique TalentTM. (intrinsic genius)
  39. 39. What Does a Brand Represent? • Positive Expectation (benefits) • Promise to your Market • Preferred (privileged) Position • Owns Equity of the Mind • Highest Level of TRUST • Unique (cannot be copied)
  40. 40. Objectives n n n What is Branding? Understand its importance in the fullest sense. Understand your personal brand promise and how your distinct talent contributes to the strategic direction of your team and organization. Design your personal brand to better distinguish your talent and contribution and to deliver inspired performance. 54
  41. 41. Experiences Equate Credibility
  42. 42. Unique Experiences • Specialized Knowledge Creates a Higher Use Value (specialist vs. generalist) • Ownership, YOU are the Undisputed Authority
  43. 43. Wheaties The Breakfast Of Champions Vs. Special K
  44. 44. One Word Branding is Summed-up as TRUST
  45. 45. Reasons Why 1. Trust Person 2. Respect Person 3. Respect Company 4. Product Benefits 5. Product Price + 11. Like-ability
  46. 46. Managing Your Brand Your Personal Communication & Positioning
  47. 47. 3M’s Message + Media + Market2 = Powerful Brand!
  48. 48. Why Personal Brands Fail • Ignorance, People FAIL to recognize they are a Brand! • Try to be All Things to all people [Need Laser Focus] • Fail to tap into their True Passion/Unique Talent in Life • Professionals don’t realize their External Perception • Lack of consistency in behavior and image portrayed • Right Message, Wrong Market! • Fail to recognize Competitors Brand [Emotion] • Fail to have a Mentor to Advise them (lone wolf) • Fail to Reposition properly against another brand
  49. 49. Branding Methodologies • Networking • Newsletters • Interest Mail • Post Cards • Letter Series • Testimonial Letters • Referrals • Personal Website • E-Mail • Multimedia • Adjunct Professor • Write A Book • Networking Club • Speaker
  50. 50. A brand is many things but four features are critical: A brand is: 1. Communication 2. Truth 3. Promise & Expectations 4. Differentiation
  51. 51. Branding Methodologies • Testimonials • Mentoring • Association Boards • Community Boards • Letters To The Editor • Tips, Trends & Surveys • Camera Opportunities • Calendar Listings • Endorsement Letters • 800# • Brochures • Create A Worthwhile Event (Sales Major) The Samurai Group
  52. 52. Branding Methodologies • Press Releases • Publish Articles • Write A Column • Contribute to Pubs • Radio/TV Interview • Host Radio/TV Show • Audio/Video Tape • Alliances • Joint Ventures • Co-Branding • References • Case Studies • Stories • Sponsor An Event The Samurai Group
  53. 53. Great brands are characterized by: Their ability to Communicate