an introduction to personal branding

MONDAY SEMINAR | 2014

PEAK COMMONDAY SEMINAR

PERSONAL BRANDING: AN

INTRODUCTION

10 FEB 2014

w w w . p e a k c o m . e u


1. WHAT ARE WE TALKING ABOUT?

2. WHAT IS PERSONAL BRANDING?

3. WHY IS PERSONAL BRANDING ESSENTIAL TODAY?

4. HOW DO I START WITH PERSONAL BRANDING?

5. A SUCCESSFUL PERSONAL BRAND IS…

6. HOW DOES PERSONAL BRANDING RELATE TO WHAT WE DO?

7. Q&A

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1. WHAT ARE WE TALKING ABOUT?

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OBVIOUSLY THIS…

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BUT ALSO THIS…

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AND THIS…

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2. WHAT IS PERSONAL BRANDING?

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Personal Branding: Rationale

Personal branding is also known as your career or professional brand. It is the

way you present yourself to your colleagues and your online and offline

networks.

With the growth of LinkedIn, blogging, social networking, and search engines,

it’s important that you portray your brand in a positive professional light. Just as

a company differentiates itself by identifying and articulating its unique value

proposition, you should do the same.

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Personal Branding (Extension)

› Techniques identifying and promoting your personal brand

› Individuals sense the need to ‘brand’ themselves today (as companies)

• Visibility

• Image & Reputation control on the internet

• Promoting a professional initiative/expertise

• Job opportunities

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• Personal projects

• Career orientation

• Strengths

• Talents

• Added Value

• Differentiators

• The ‘ME-UNIVERSE’ + My audiences

• Fulfil ambitions + raise visibility

• 1. Reflection, 2. Engagement, 3. Endurance

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Personal Branding: DNA


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3. WHY IS PERSONAL BRANDING ESSENTIAL TODAY?

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GENERAL:

• New communication platforms

– New needs: visibility!

• PB is essential today for everybody wanting to promote his/her professional

project, expertise and added value

• Increase notoriety

• Promote uniqueness

• Reputation control

Parallels with corporate objectives

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FROM YOUR AUDIENCES’ PERSPECTIVE:

• People like to do business with REAL people

• It allows your message to grow and evolve as you do

• It keeps you and your authenticity at the core of your business

• Personal credibility

• Establish the KNOW, LIKE & TRUST factor faster

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FROM YOUR OWN PERSPECTIVE:

• Enhance self-awareness

• Better career control

• Realize professional mission

• Bring coherence between values and professional activity

• Dare using one’s talents, strengths and excellence for success

• Dare exploit the ME-UNIVERSE and nurture one’s difference

• Get out of the ‘anonymous’ zone; create visibility and presence

• Success and resilience

• Establish the KNOW, LIKE & TRUST factor faster AND exploit it to your advantage

+

• Creative job search (career change)

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4. HOW DO I START WITH PERSONAL

BRANDING?

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STEP 1 – MAKE AN INVENTORY OF YOUR OBJECTIVES

What should be in your inventory?

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INVENTORY:

• Clarification of projects

– Vision, Mission, Objectives, Intentions

– Needs, Audience Analysis

• Clarification of my offering

– What I have to offer

– Added value

– Contribution

– Products/Services

�� DISCOVERING YOUR BRAND

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STEP 2 – WHO AM I?

What should you be reflecting on?

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WHO AM I?

• Talents/Strengths

– Knowhow/Expertise

• What makes my difference?/My added value

• My identity

– Personality/Universe/Look

– Passions/Values

�� CRAFTING YOUR BRAND

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STEP 3 – WHAT IS YOUR COMMUNICATION STRATEGY?

What should you be thinking of in order to generate a

positive impact?

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COMMUNICATION STRATEGY?

• Oral Communication

– Talking about me

– Persuade/Seduce/Charisma/Simplicity

• Written Communication

– Visual Identity

– Business Card

– My CV/My Biography

– My presentations

– Recognizable Tone Of Voice

– Carefulness

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COMMUNICATION STRATEGY?

• My visibility on the internet

– SEO

– Social platforms

– Website

– Blog

• Networks

• Audience approach

– Audience knowledge/Outreach strategy

�� CONNECTING YOUR BRAND

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STEP 4 – WHAT IS MY RECIPE FOR SUCCESS?

What should I be doing to make my communication strategy

work?

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SUCCESSFUL COMMUNICATION

• ACTION & PERSEVERANCE

• Maintain communication rhythm

– Targeted

– Ongoing

• Convey professional and personalized image

• Convey image through appearance

• Create original content

• Get involved and share

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SUCCESSFUL COMMUNICATION

• Press articles & opinion pieces

• Blogging

• Memberships

• Books publishing

• Etc.

�� MANAGING YOUR BRAND

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5. A SUCCESSFUL PERSONAL BRAND IS…

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• AUTHENTIC

• EASY TO UNDERSTAND

• SUSTAINABLE

• COHERENT

• RADIANT

• DIFFERENT

• CONNECTED

• CONSISTENT

• EVOLVING

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SIX PERSONAL BRAND LESSONS FROM STEVE JOBS:

• Build an appearance and be faithful to it

• Nurture the mystery – few information on private life – keep projects

secret as long as possible

• Let others praise you – make them feel proud because they were part of

the secret – nurture rumors

• Invest yourself in situations whenever you feel it is appropriate to do so

• Prepare yourself and your interventions as detailed as possible – create

‘presence scenarios’

• Believe in your destiny for being more convincing

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6. HOW DOES PERSONAL BRANDING RELATE

TO WHAT WE DO?

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• Everybody who is in need of a strong and authentic image in the context of his/her

professional activities, AND who is convinced of the importance and power of

differentiating themselves:

� Students

� C-level

� Management

� Entrepreneurs

� Consultants

� Freelancers

� Coaches

� Etc.

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› Personal Branding in Peak Com’s offering:

� Profiling & Positioning

� Opinion pieces/By-lined articles/Interviews

� Collaterals & Stationary

� Social Platforms

� Blogging/Microsites

� Content Development

� Content Curation

� Speaker’s Platforms

� Personal Storytelling

� Etc.

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7. Q&A/DISCUSSION

Should we advocate Personal Branding with our clients?

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Peak Com

Kasteelstraat 20D

1600 Sint-Pieters-Leeuw

[email protected]

www.chrisdecroix.com

@Chris_Decroix

http://about.me/chris_decroix

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