STRATEGIC PERSONAL BRANDING TAKING YOUR BRAND TO THE NEXT LEVEL

STRATEGIC PERSONAL BRANDING TAKING YOUR BRAND TO THE NEXT LEVEL

ERidux education Susan Lopez Director, 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. consultants Facebook @twitter LinkedIn 3

Presentation Take-aways Takeaways 1. 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. 4

Understanding branding what it is and what it isn t

WHAT IS A BRAND?

MyBrand Why are customers driven to select one brand more often than others?! MyBrand! Leaf t-shirt! cool for all purpose! BUY!!!!! 7

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)

What is branding? Branding is the creation of these associations.. 9

This is Key Concept #2 What is Personal branding? 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. 10

Key Concept #3 You are not the brand.. You are the product with which the brand is associated. 11

What a personal brand Is not A personal brand us not who you are or how you dress, or a list of skills and experience or any other personal qualities. 12

Why personal branding is important

Why is Personal branding important? Personal branding is important because building a unique, well-recognized, and respected brand adds tremendous value and can create a significant competitive advantage. 14

Today s competitive market demands well-crafted identities that are able to stand out and break through the clutter. 02 15

Reason 2: The process of defining 01 your brand will increase 03 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. 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 02 establishing your 04 leadership style and define how you want to be known. 16

This is Key Concept #4 The difference between a BRAND and a REPUTATION While reputation can still be closely linked to a brand and a brand can have a reputation a reputation is not a brand. Personal branding goes beyond reputation to create a total image of what you stand for in the mind of your audience. 17

What is Strategic personal Branding? 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 REVIEW REMEMBER 19

What we ve covered so far: A brand is a set of mental associations, held by the consumer, which add to the perceived value of a product or service. Personal branding is the creation of a brand with which you would like to be associated in the mind of your audience. You are not the brand. You are the product with which the brand is associated., O, p Personal O Personal branding goes beyond reputation and creates a total image of what you stand for in the minds of your audience. branding adds value and creates a competitive advantage. Strategic personal branding is the creation of a longterm plan for your personal brand s development. 26 20

Crafting your personal brand

< < Your Brand Purpose, Values & Vision Your personal brand is a reflection of what you stand for, so it should align perfectly with your values, purpose, and vision of who, what, and where you would like to be. 33 22

< < Defining Your Brand Purpose, Values & Vision Your brand purpose and values form the core of your personal brand s 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? 33 23

Defining your personal brand purpose. Question 1 What are the specific needs the brand exists to address? Purpose Question 2 What does the brand do to address these needs? Question 3 What are the guiding principles that define the brand s approach? Question 4 Why do people choose you and not your competition?

This is Key Concept #5 Exploring Your Personal Brand Purpose Your purpose is your big picture, the internal vision of who you are and what you would like to achieve. It s your personal brand s core ideology. 02 25

Tap into your CORE BRAND VALUES values A good way to examine your personal brand purpose is to look at your core values. Values act as a personal compass providing direction to the choices you make, the way you behave. 26

Statement of Personal brand BRAND VALUES values 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. 27

CORE VALUES Rank 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. FAMILY To spend quality time with my family. LEADERSHIP To play an important role in the leadership of a group, a company, or an organization. PERSONAL GROWTH To constantly learn new things, to expand my horizons. PUBLIC SERVICE To contribute to my community or society as a whole. HOME AND PLACE To make my home in a location and community that supports my desired lifestyle and personal values. FINANCIAL RESOURCES To secure the resources to support my short and longterm financial goals. SPIRITUALITY To explore and develop the spiritual side of my life. FRIENDS To build, strengthen and preserve personal friendships. HEALTH AND FITNESS To be healthy and physically fit. 28

Why is this important? Because, if you re 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. Click to edit Master text styles There s 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. C t y l e s 29

Vision Statement Now that you understand your personal brand purpose and values it will be easier for you to create a vision statement to guide your brand s 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. 30

Vision Statement 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? 31

Creating a Personal Brand Strategy Start by understanding your brand purpose, values, and vision. Then set your personal brand goals. 5 s. f Why? 02 32

This is Key Concept #6 Developing Your Personal Brand Goals To help guide us in creating our brand strategy, first it s important to define our brand goals. Unfortunately, for most a goal is often something you think you should do, rather than something you sincerely want to achieve. It s influenced by outside forces rather than a deep, internal motivation. 33 33

Brand Goals Questions 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 3 Does it provide a clear sense of direction? Question 4 Are your goals SMART? Question 5 Does it stimulate progress? 34

SMART Goals Checking your goals against SMART criteria Specific The goal should be specific, avoiding generalizations. Achievable The goal should state what results can realistically be achieved. Time Bound Specify when the result(s) will be achieved. S M A R T Measureable The goal should be quantifiable or at least suggest an indicator of progress. Realistic The goal should be realistic within the availability of resources, knowledge and time. 35

Create your Brand identity & position your brand

Establishing Your Personal Brand Identity Elements of your personal brand identity: 37 Purpose, Values, and Vision (Culture) Your codified values statements and brand vision, broadcast through your media channels. Most Typical Buyer/Audience (Relection) Refers to the reflection of the consumer; in other words, the brand's most stereotypical buyer or audience member. Physical Aspect of the Brand (Physique) All visual cues your personal brand sends to your audience such as appearance, style, tone. They can include any marks or colors associated with your personal brand. Character (Personality) 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.) 37

This is Key Concept #7 your Personal Brand identity 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. 38

YouR Personal Brand Promise 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: It must convey a compelling benefit. 01 02 03 It must be authentic & credible. It must be kept, every time. 39

40 Creating Your Brand Promise Competencies What kinds of competencies would you like that brand to possess? Quality What level of quality?. Characteristic What is your personal brand s most distinguishing characteristic?.! MyBrand Typical Consumer What typical consumer does your personal brand evoke? Personality What is this brand s personality? Imagery What kind of imagery do you see associated with your personal brand?

< < Positioning Your Brand in the Marketplace Now let s talk about how to determine your personal brand s 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 41

The key to your brand s 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 customer s minds, you need to identify and define your target market. 42

What makes your brand unique? The key to your personal brand s place in the market is your point of difference. This is called your personal brand s unique selling proposition or USP. 43

Defining your USP will help you find your unique distinctions and the marketplace position you want to hold and defend in your customer s minds. This is Key Concept #8 02 44

Positioning Your Brand in the To properly position your personal brand first you need to determine where your brand sits in the market. Marketplace 33 45

Personal Brand Positioning Questions to ask when developing your personal brand position in the market. Target Audience What is the demographic description of the target group of customers your personal brand is attempting to attract? Market Definition What category is your personal brand competing in? Brand Promise What is the most compelling (emotional/rational) benefit to your target customers? Reason to Believe What is the most compelling evidence that your personal brand delivers on its brand promise? 46

Marketing Your Personal Brand 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. 33 47

Marketing Your Personal Brand Establishing your personal brand s digital home. YouTube Video is a powerful way to express your brand Facebook Platform most often used and searched. Instagram Is a great tool to support a brand that relies heavily on creating a reputation and personality? Linkedin A well-known platform for building a compelling online profile. Twitter A valuable tool for conveying your brand s professional authority. Slideshare Also a valuable tool for expressing thoughtleadership and conveying authority. 48

RECAP What we came to learn: Presentation Take-aways Takeaways 1. 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. 49

What we covered in this presentation : PART 1 A brand is a set of mental associations, held by the consumer, which add to the perceived value of a product or service. Personal branding is the creation of a brand with which you would like to be associated in the mind of your audience. You are not the brand. You are the product with which the brand is associated., O, p Personal O Personal branding goes beyond reputation and creates a total image of what you stand for in the minds of your audience. branding adds value and creates a competitive advantage. Strategic personal branding is the creation of a longterm plan for your personal brand s development. 26 50

What we covered in this presentation : PART 2 Your personal brand is a reflection of what you stand for, so it should align perfectly with your values, purpose, and vision.,, A statement of values will help focus your personal brand and create an emotional connection between you, your brand, and your audience. Your brand purpose and values form the core of your personal brand s identity. To help guide us p in creating our brand strategy, first it s important to define our brand goals. A good way to examine your personal brand purpose is to look at your core values. O O Your personal brand identity is what you project, your personal brand Image is what your audience sees. 26 51

Half-day Additional Courses This Winter Eridux Education is offering the following courses: Half-day Quick Start: PowerPoint Presentation/ Slidedeck Half-day Marketing Metrics: How to Measure Success Full-day Key to Effective Social Media Marketing Half-day How to Brand Anything Quick Start: Brochure Design 52

Thank you! ERIDUX EDUCATION 14 bis rue Honoré Labande Monaco www.eridux.com +377 (0)6 4062 9353 37