Antonia Paradiso

Personal Branding: il dispositivo per rendersi memorabili!Come raccontarsi professionalmente nella società della trasformazione perpetua

Università degli Studi di PaviaEditoria e Comunicazione Multimediale

Context

The (open/liquid) society of perpetual change

Temporary social arrangementsGlobalization Loss of value of traditional institutionsFlexibility

In the (open/liquid) society of perpetual change

Uncertainty The individual is the main referent

In today’s labour market

Quality is a prerequisiteThere is a dizzying array of possible choicesThe buying of a good is the buying of value for the identity Stand out from the crowd becomes crucial

Brand is the business tool to stand out from the crowd

• value• emotion• a storytelling experience

How can individual stand out?

The Individual

How to stand out?Communicating his unique value

should stand out in a saturated and globalized market

Personal Branding

What is Personal Branding?

• 7.370.000 Web results• Too many definitions

• Tom Peters 1997: "Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand

the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most

important job is to be head marketer for the brand called You”

13 basic elements

• Self-confidence• Time• Passion• Value• Sincerity• Congruency• Complex but distinctive image• Updating and originality• Become invaluable• Positivity• Promotion of yourself• Costance• Be producer of contents

3 steps to make you memorable

1. Define yourself

• Interior narration • Autobiographical narration

Your Personal self

1. Define yourself

• SWOT analysis

Your Professional self

2. Analyze your target audience

• How are you perceived externally? • Define your Brand Community

3. Live your story heroically

• Be focused on the founding reasons of your Personal Brand• Define you Personal Brand Statement : Who you are. What you offer. Who is your referred target audience.

3. Live your story heroically

5 key elements:

• Find your niche of expertise• Show your skillfulness• Promote an understanding of your work• Be focused on your abilities• Preselect your target

Personal Branding tools

Logo

Personal Branding tools

Traditional tools• Business card• Brochure

Personal Branding tools

An evolution of traditional tools• Poken: the social business card

Personal Branding tools

Web toolsThe Social Media and Web 2.O to build your online identity

Personal Branding tools

Web toolsFeed RSS keeps track of the conversation

Personal Branding tools

Web tools: New Social Media• Facebook• Twitter • FriendFeed and Plaxo

Online reputation

• Be aware that anything you post leaves a track• On-line Job hunting through Social Media• It’s a common practice to “Google” people’s names

Online reputation

The importance to be in a event and to make your presence known

1. Choose the right events2. Listen and pay attention to your interlocutor3. Show your professionality4. Be aware of your verbal and non verbal language

Networking

It’s important for your Personal Brand

Networking

To create relationshipsTo interact with peopleTo easily access to valuable informationTo find a jobTo promote yourself and your productsTo grow professionally and personally

Networking online

Conclusions

Advantages

You have a megaphone to let your voice be heard• You can make people aware of your unique promise of value • You can build trustful relationships on the base of a positive emotional and rational perception of your brand• You can choose your niche of expertise on the base of your passions

Risks

You can get lost at half way• You can build an inconsistent image of yourself• You can use the tools improperly• You can underestimate the value of every online and offline action

Criticality

Personal Branding is NOT a simple self-promotion strategy

It is an organic and valuable process of personal and professional definitionIt needs to be constantly shaped on the base of internal and external changes