STRATEGIC PERSONAL BRANDING - Taking your brand to the next level

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  • STRATEGIC PERSONAL BRANDINGTAKING YOUR BRAND TO THE NEXT LEVEL

  • 2

    Susan LopezDirector, Eridux Education

    Susan Lopez is a consultant and change agent specializing in developing skills in ambitious people to increase both

    personal and organizational performance. Susan provides training & development to management, leadership,

    change management and other education and skills based programs for an international client base. Susan is also

    founder and Director of ERIDUX, a business education and organizational effectiveness consultancy.

    ERidux

    Facebook @twitter LinkedIn

    consultants

    education

  • 3

    Presentation

    Take-aways1. An understanding of the basics of

    branding and its general concepts.

    2. An understanding of what personal branding is and how this relates to branding in general.

    3. An understanding of how to create a personal brand by putting this information into practice right now.

    Take-aways

  • what it is and what it isnt

    Understandingbranding

  • WHATIS A BRAND?

  • 6

    !MyBrand

    Why are customers driven to select one

    brand more often than others?

    BUY!!

    Leaf t-shirt!cool for all purpose!

    MyBrand

    ! !

    ! !

  • This is Key Concept #1

    A brand is a set of mental associations, held by the consumer, which add to the perceived

    value of a product or service. (Keller,1998)

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    What is branding?Branding is the creation

    of these associations..

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    What is Personalbranding?

    Personal branding is the process by which people differentiate themselves by articulating their unique value proposition, leveraging it across platforms with a consistent message and image to achieve a specific goal.

    This is Key Concept #2

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    Key Concept #3

    You are the product with which the brand is

    associated.

    You are not the brand. .

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    What apersonal brand

    Is notA personal brand us not who you are or how you dress, or a list of skills and

    experienceor any other personal qualities.

  • is important

    Why personalbranding

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    Why isPersonal brandingimportant?

    Personal branding is important because building a unique, well-recognized, and respected brand adds tremendous valueand can create a significant competitiveadvantage.

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    02

    Todays competitive market demands well-crafted identities that are able to stand out and break through the clutter.

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    01 03

    02 04

    Reason 1:

    Personal branding creates mindfulness of

    the way you are perceived by others

    and also how you would like to be

    perceived.

    Reason 3:

    A well-crafted personal brand can assist you in

    establishing your leadership style and

    define how you want to be known.

    Reason 2:

    The process of defining your brand will

    increase your self-awareness as well as

    help you define priorities.

    Reason 4:

    Personal branding is becoming increasingly

    important because modern audiences tend

    to trust people more than corporations.

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    While reputation can still be closely linked to a brandand a brand can have a reputationa reputation is not a brand.

    The differencebetween aBRAND and aREPUTATION

    Personal branding goes beyond reputationto create a total image of what you standfor in the mind of your audience.

    This is Key Concept #4

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    What isStrategicpersonalBranding?

    Strategic personal branding is the creation of a long-term plan for the development of your brand in order to achieve specific goals.

  • 18

    RECAP

    REVIEWREMEMBER

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    What weve covered so far:

    ,

    O

    A brandisasetofmental

    associations,heldbytheconsumer,whichaddtotheperceivedvalueofa

    productorservice.

    Youarenotthebrand.Youaretheproductwith

    whichthebrandisassociated.

    Personal brandingisthecreationofabrand

    withwhichyou wouldliketobeassociatedin

    themindofyouraudience.

    Personal brandinggoesbeyondreputationandcreatesatotalimageofwhatyoustandforinthemindsofyouraudience.

    ,

    pPersonal brandingaddsvalueandcreatesacompetitiveadvantage.

    OStrategic personal brandingisthecreationofalong-termplanforyourpersonalbrandsdevelopment.

    26

  • Craftingyour personalbrand

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    Purpose, Values& Vision

    Your Brand Your personal brand is a reflection of what you stand for, so it should align perfectlywith your values, purpose, and visionof who, what, and where you would like to be.

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  • 22

    Your BrandPurpose, Values& Vision

    DefiningYour brand purpose and values form the core of your personal brands identity.

    Central questions to assist you in defining your personal brand purpose, values, and vision are:

    1. Why am I here?

    2. What rules guide my purpose?

    3. Where do I want to be?

  • Defining your personal brand purpose.

    Purpose

    Question 1What are the specific needs the brand exists to address?

    Question 2What does the brand do to address these needs?

    Question 3What are the guiding principles that define the brands approach?

    Question 4Why do people choose you and not your competition?

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    02

    Your purpose is your big picture, the internal

    vision of who you are and what you would

    like to achieve. Its your personal brands core

    ideology.

    Exploring Your Personal Brand

    Purpose

    This is Key Concept #5

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    Tap into

    your COREvalues

    A good way to examine your personal brand purpose is to look at your core values. Values act as a personal compassproviding direction to the choices you make, the way you behave.

    BRANDVALUES

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    Statement of

    Personal brandvalues

    Crafting a clear and concise statement of values will help focus your personal brand and create an emotional connection between yourself, your brand, and your audience.

    BRANDVALUES

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    CORE VALUESRank the following values according to their importance in your life at this moment in time. You

    can use this list to shape your personal brand and inform your brand goals.

    FAMILYTo spend quality time with my family.

    LEADERSHIPTo play an important role in the leadership of a group, a company, or an organization.

    HOME AND PLACETo make my home in a location and community that supports my desired lifestyle and personal values.

    PERSONAL GROWTHTo constantly learn new things, to expand my horizons.

    PUBLIC SERVICETo contribute to my community or society as a whole.

    FINANCIAL RESOURCESTo secure the resources to support my short and long-term financial goals.

    SPIRITUALITYTo explore and develop the spiritual side of my life.

    FRIENDSTo build, strengthen and preserve personal friendships.

    HEALTH AND FITNESSTo be healthy and physically fit.

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    Ctyles

    Click to edit Master text styles Click to edit Master text styles

    Because, if youre able to pursue activities and interests that are in line with your purpose and values you will have little difficulty in creating a personal brand that maintains its authenticity and connection to your audience.

    Why is this important?

    Theres nothing more powerful than aligning who you are with what you do and how you do it, and spending your time on pursuits that have meaning to you.

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    Now that you understand your personal brand purpose and values it will be easier for you to create a vision statement to guide your brands future.

    A vision statement describes what you want your personal brand to become in the future. It should be aspirational as well as inspirational. Your vision statement puts into a single sentence the reason your business exists as well as your highest hopes and aspirations.

    Vision Statement

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    When developing your personal brand vision, keep these questions in mind:

    What change are you aiming to affect in your world? What lasting difference do you want to make?

    What ultimate benefits do you or your services deliver?

    Where do you want your personal brand to be in five years?

    Vision Statement

  • 31

    Creating a PersonalBrand Strategy

    02

    Why?5

    s

    .

    fStart by understanding your brand purpose, values, and vision.

    Then set your personal brand goals.

  • 32

    Your PersonalBrand Goals

    DevelopingTo help guide us in creating our brand strategy, first its important to define our brand goals.

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    Unfortunately, for most a goal is often something you think you should do, rather than something you sincerely want to achieve. Its influenced by outside forces rather than a deep, internal motivation.

    This is Key Concept #6

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    Brand GoalsQuestions to ask when developing your personal brand goals.

    Question 1

    Why are you creating your personal brand?

    Question 2

    What do you hope to achieve?

    Question 3Does it provide a clear sense of direction?

    Question 4

    Are your goals SMART?

    Question 5Does it stimulate progress?

  • 34

    SMART GoalsChecking your goals against SMART criteria

    S

    SpecificThe goal should be specific, avoiding generalizations.

    MeasureableThe goal should be quantifiable or at least suggest an

    indicator of progress.

    AchievableThe goal should

    state what results can realistically be

    achieved.

    RealisticThe goal should be realistic within the

    availability of resources,

    knowledge and time.

    Time BoundSpecify when the result(s) will be

    achieved.

    M A R T

  • Create yourBrand identity& position your brand

  • 36

    36

    Establishing Your Personal Brand IdentityElements of your personal brand identity:

    Your codified values statements and brand vision, broadcastthrough your media channels.

    Purpose,Values,and Vision(Culture)

    Refers to the reflection of the consumer; in other words, the brand's most stereotypical buyer or audience member.

    Most Typical Buyer/Audience (Relection)

    All visual cues your personal brand sends to your audience suchas appearance, style, tone. They can include any marks or colors

    associated with your personal brand.

    PhysicalAspectoftheBrand (Physique)

    How you want your personal brand to make people feel (safe, happy excited,relaxed...) and how you would describe your

    personal brand as a person separate from yourself. (charming, innovative, fresh, smart.)

    Character (Personality)

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    Creating a clear personal brand identity leads to brand loyalty, brand preference, high credibility, and an increased value for your personal brand to your audience.

    yourPersonal Brandidentity

    This is Key Concept #7

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    01 02 03It must be

    authentic & credible.

    It must be kept, every time.

    It must convey a compelling

    benefit.What promises does your

    personal brand make to its audience?

    To create a lasting emotional connection, a personal brand promise

    should achieve the following three goals:

    YouRPersonal

    BrandPromise

  • 39

    Creating Your Brand Promise

    Typical ConsumerWhat typical consumer does your personal brand evoke?

    PersonalityWhat is this brands personality?

    CompetenciesWhat kinds of

    competencies would you like that brand to possess?

    QualityWhat level of quality?.

    CharacteristicWhat is your personal

    brands most distinguishing

    characteristic?.

    ImageryWhat kind of imagery do you see associated with your personal brand?

    !MyBrand

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    Your Brandin theMarketplace

    Positioning

    Now lets talk about how to determine your personal brands position in the marketplace, how to determine your target audience, how to create a USP and how to position your brand using a positioning statement.

    33

    <

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    The key to your brands place in the market is your point of difference, what makes your brand unique, or your unique selling proposition (USP).

    To find your USP and the marketplace position you want to hold and defend in your customers minds, you need to identify and define your target market.

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    The key to your personal brands place in the market is your point of

    difference.

    This is called your personal brands unique selling proposition or USP.

    What makes your brand unique?

  • 43

    02

    Defining your USP will help you find your unique distinctions and the marketplace position you want to hold and defend in your customers minds.

    This is Key Concept #8

  • 44

    Your Brandin theMarketplace

    PositioningTo properly position your personal brand first you need to determine where your brand sits in the market.

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  • 45

    Personal Brand Positioning

    Questions to ask when developing your personal brand position in the market.

    Target AudienceWhatisthedemographicdescriptionofthetargetgroupofcustomersyourpersonalbrandisattemptingtoattract?

    Market Definition

    Whatcategoryisyourpersonalbrandcompetingin?Brand PromiseWhatisthemostcompelling(emotional/rational)benefittoyourtargetcustomers?Reason to BelieveWhatisthemostcompellingevidencethatyourpersonalbranddeliversonitsbrandpromise?

  • 46

    Your PersonalBrand

    Marketing

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    To make your brand visible to the world while also generating awareness and building credibility you will rely heavily on publicity, public relations, personal selling, promotions, communications, and social media to market your personal brand.

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    Marketing Your Personal BrandEstablishing your personal brands digital home.

    ?

    YouTube

    Linkedin

    Facebook

    Twitter

    Instagram

    Slideshare

    Video is a powerful way to express your

    brand

    Platform most often used and searched.

    A well-known platform for building a

    compelling online profile.

    A valuable tool for conveying your brands professional authority.

    Also a valuable tool for expressing thought-

    leadership and conveying authority.

    Is a great tool to support a brand that relies heavily on creating a reputation and

    personality

  • 48

    Presentation

    Take-aways1. An understanding of the basics of

    branding and its general concepts.

    2. An understanding of what personal branding is and how this relates to branding in general.

    3. An understanding of how to create a personal brand by putting this information into practice right now.

    Take-aways

    RECAPWhat we learned today:

  • 49

    What we covered in this presentation : PART 1

    ,

    O

    A brandisasetofmental

    associations,heldbytheconsumer,whichaddtotheperceivedvalueofa

    productorservice.

    Youarenotthebrand.Youaretheproductwith

    whichthebrandisassociated.

    Personal brandingisthecreationofabrand

    withwhichyou wouldliketobeassociatedin

    themindofyouraudience.

    Personal brandinggoesbeyondreputationandcreatesatotalimageofwhatyoustandforinthemindsofyouraudience.

    ,

    pPersonal brandingaddsvalueandcreatesacompetitiveadvantage.

    OStrategic personal brandingisthecreationofalong-termplanforyourpersonalbrandsdevelopment.

    26

  • 50

    What we covered in this presentation : PART 2

    ,

    O

    Your personalbrandisareflectionof

    whatyoustandfor,soitshouldalignperfectly

    withyourvalues,purpose,andvision.

    A good waytoexamineyourpersonalbrandpurposeistolook

    atyourcorevalues.

    Your brandpurposeandvaluesformthecoreofyourpersonal

    brandsidentity.

    A statement of values willhelpfocusyourpersonalbrandandcreateanemotionalconnectionbetweenyou,yourbrand,andyouraudience.

    ,

    p

    To help guide usincreatingourbrandstrategy,firstitsimportanttodefineourbrandgoals.

    OYour personal brandidentity iswhatyouproject,yourpersonalbrandImage iswhatyouraudiencesees.

    26

  • 51

    Additional CoursesThis Winter Eridux Education is offering the following courses:

    Half-day

    Marketing Metrics: How to Measure

    Success

    Half-day

    How to Brand Anything

    Full-day

    Key to Effective Social Media Marketing

    Half-day

    Quick Start: Brochure Design

    Half-day

    Quick Start: PowerPoint

    Presentation/Slidedeck

  • Thank you!ERIDUX EDUCATION14 bis rue Honor LabandeMonacowww.eridux.com+377 (0)6 4062 9353

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