STRATEGIC PERSONAL BRANDINGTAKING YOUR BRAND TO THE NEXT LEVEL

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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

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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 isn’t

Understandingbranding

WHATIS A BRAND?

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!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

experience—or 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

Today’s 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 brand—and a brand can have a reputation—a 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.

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RECAP

REVIEWREMEMBER

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What we’ve covered so far:

,

O

A brandisasetofmental

associations,heldbytheconsumer,whichaddtotheperceivedvalueofa

productorservice.

Youarenotthebrand.Youarethe“product”with

whichthebrandisassociated.

Personal brandingisthecreationofabrand

withwhichyou wouldliketobeassociatedin

themindofyouraudience.

Personal brandinggoesbeyondreputationandcreatesatotalimageofwhatyoustandforinthemindsofyouraudience.

,

pPersonal brandingaddsvalueandcreatesacompetitiveadvantage.

OStrategic personal brandingisthecreationofalong-termplanforyourpersonalbrand’sdevelopment.

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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 vision—of who, what, and where you would like to be.

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Your BrandPurpose, Values& Vision

DefiningYour 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?”

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 brand’s 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. It’s your personal brand’s 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 compass—providing 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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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.

Why is this important?

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.

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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 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.

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

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Creating a PersonalBrand Strategy

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Why?5

s

.

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

Then set your personal brand goals.

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Your PersonalBrand Goals

DevelopingTo help guide us in creating our brand strategy, first it’s 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. It’s 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?

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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

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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

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Creating Your Brand Promise

Typical ConsumerWhat typical consumer does your personal brand evoke?

PersonalityWhat is this brand’s personality?

CompetenciesWhat kinds of

competencies would you like that brand to possess?

QualityWhat level of quality?.

CharacteristicWhat is your personal

brand’s 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 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.

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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.

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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.

What makes your brand unique?

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02

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

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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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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?

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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 brand’s 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 brand’s 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

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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:

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What we covered in this presentation : PART 1

,

O

A brandisasetofmental

associations,heldbytheconsumer,whichaddtotheperceivedvalueofa

productorservice.

Youarenotthebrand.Youarethe“product”with

whichthebrandisassociated.

Personal brandingisthecreationofabrand

withwhichyou wouldliketobeassociatedin

themindofyouraudience.

Personal brandinggoesbeyondreputationandcreatesatotalimageofwhatyoustandforinthemindsofyouraudience.

,

pPersonal brandingaddsvalueandcreatesacompetitiveadvantage.

OStrategic personal brandingisthecreationofalong-termplanforyourpersonalbrand’sdevelopment.

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What we covered in this presentation : PART 2

,

O

Your personalbrandisareflectionof

whatyoustandfor,soitshouldalignperfectly

withyourvalues,purpose,andvision.

A good waytoexamineyourpersonalbrandpurposeistolook

atyourcorevalues.

Your brandpurposeandvaluesformthecoreofyourpersonal

brand’sidentity.

A statement of values willhelpfocusyourpersonalbrandandcreateanemotionalconnectionbetweenyou,yourbrand,andyouraudience.

,

p

To help guide usincreatingourbrandstrategy,firstit’simportanttodefineourbrandgoals.

OYour personal brandidentity iswhatyouproject,yourpersonalbrandImage iswhatyouraudiencesees.

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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 Honoré LabandeMonacowww.eridux.com+377 (0)6 4062 9353

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