Section A: Unit 2 Defining Personal Branding

“Personal branding describes the process by which

individuals and entrepreneurs differentiate themselves

and stand out from a crowd by identifying and articulating

their unique value proposition, whether professional or

personal, and then leverage it across platforms with a

consistent message and image to achieve a specific

goal. In this way, individuals can enhance their

recognition as experts in their field, establish reputation

and credibility, advance their careers and build self-

confidence.”

Personal branding is about standing out from the crowd

Dan Schawbel – Personal Branding Guru

“A brand for a company is like a reputation for a person. You

earn reputation by trying to do hard things well.” – Jeff Bezos

We will use this quote as a starting point for developing our definition of personal branding

Personal Branding Definition

A process

Differentiate yourself Stand out from the crowd

Unique value proposition

Consistent message

and image

Specific goal

• Enhance recognition • Establish reputation and

credibility • Advance career • Build self-confidence

Personal branding is a process

Personal branding is a four step process:

• Uncover

• Create

• Communicate

• Maintain

You need to take several actions in order to develop your brand. You also need a strategic plan for developing your brand.

Uncover your uniqueness

Create your unique personal brand

Have a consistent message and use various platforms to communicate this message

Always update and maintain your brand

Personal branding is about

standing out from the crowd

What your

competitors

struggle with

What you do

best

What people

want most

Your “sweet spot” or competitive advantage

Self-discovery What do other graduates not have

Do “market research”

“If you want to be known for everything, you will be known for nothing.”

- Anonymous

Personal branding is about finding

your unique value proposition

This is the answer to…

“Why should a company hire me and not someone else?”

or

“Past, current, prospective employers hire me because…”

Create a unique value proposition that:

• Is in-line with your market’s challenges and desires

• Communicates the unique contribution that you will be able to make

Your unique value proposition should differentiate you and

communicate your excellence

Personal branding is a consistent message

and image that achieves a specific goal

Set a specific goal or objective

Verbal or non-verbal message

Achieve goal or objective

Personal Branding

Personal branding is about enhancing your

recognition

Reputation and Credibility

Summary

Personal branding is:

• Uncovering your authentic self

• Using your uniqueness to advance your career

• NOT about putting on a mask

"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."

Tom Peters in Fast Company, 1997

That’s it for the “admin”…

Now you can take the first steps in creating your personal brand

The next step:

Click on the Brand-O-Meter quiz to assess where you are in

creating your personal brand