Unit 4.2 Lecture Personal Brand(1).pdf

Developing your Personal Brand Unit Lecture 4.2 Where do people find your Brand? Meeting you in person Social networking sites – Facebook, LinkedIn, Twitter, etc. Your personal and business website In print – Newsletters, articles, brochures Recommendations from others Reputation – word of mouth Thi...

Developing your Personal Brand Unit Lecture 4.2 Where do people find your Brand? Meeting you in person Social networking sites – Facebook, LinkedIn, Twitter, etc. Your personal and business website In print – Newsletters, articles, brochures Recommendations from others Reputation – word of mouth This Photo by Unknown Author is licensed under CC BY-SA PERSONAL BRANDING IS… The concept of defining your work skills and/or personality in a way that facilitates self-promotion and selfmarketing.” A perception or emotion maintained by a buyer or prospective customer, describing the experience related to doing business with an organization or consuming its products and services A perception or emotion, maintained by somebody other than you describing the total experience of having a relationship with you. THE 4 C’S OF PERSONAL BRANDING Clarity – tells other who you are and are not Consistency – need the same message in all communication channels Constancy – always be visible to your targets Commitment – you must be persistent - time is needed Out of sight – out of mind Avoid “Telephone Game” syndrome WAYS TO BRAND YOURSELF Online Web Presence Professional Networking Professional Weblog Social Networks Trademarks Resume and Curriculum Vitae Publications Social Publishing Public Speaking THE 4 STEP BRAND PROCESS Every brand agency has to face tough competition in order to build brand equity and strong emotional attachment with its audience. Discover Your Brand Develop Your Brand Communicate Your Brand Maintain Your Brand DISCOVER YOUR BRAND: “Your self-impression = How people perceive you”. The single biggest mistake people make is that they either brand themselves just for the sake of doing it or that they fail to invest time in learning about what's in their best interests. Brand discovery is about figuring out what you want to do for the rest of your life, setting goals, writing down a mission, vision and personal brand statement (what you do and who you serve), as well as creating a development plan. Create Your Brand DEVELOP YOUR BRAND: Business Card Resume/CV Blog/Website Social Media Profiles COMMUNICATE YOUR BRAND: Communicating brand values is often considered as critical but if you follow the aforementioned tips then it will probably become easy for you. If a customer is motivated to buy your product after that, it confirms your credibility and shows that you have communicated the brand value successfully. The key factor to keep in mind when communicating your personal brand is that as human beings we process a lot of information and we have very short attention spans. When we process information, we observe one or two things and we formulate quick judgments; those judgments become our reality and we move on. SELF MARKETING Market yourself as an expert. You become an expert by becoming a resource and “go to” person. You can showcase your expertise in a number of ways. As follows: Blogging :Similar to writing articles, blogging allows you to demonstrate your expertise. The difference is that there is an interactive nature to blogging that allows your readers to comment on your posts and allows you to respond and engage your readers in a dialogue. Writing Articles: An effective way to position yourself as an expert and establish your personal brand is to write articles. Does your company or department publish a newsletter? If so, go out of your way to write a short article on a hot topic that will demonstrate your knowledge about the issue. You can also write articles for industry publications, magazines and newspapers. Be creative and be sure that your topic is an appropriate business-related topic that will enhance your brand. Public speaking: Speaking at meetings, workshops, seminars, and conferences is an excellent way to build your personal brand. But, strong speaking skills are essential. If you already have strong presentation skills, then get to it! MAINTAIN YOUR BRAND: Brand maintenance is a fair fight, if you know the moves to make. Keep it consistent across everything Protect the design Remember that part of Brand perception is the whole customer experience before, during and after the sale Monitor what is being said about your Brand (particularly social media) Revisit your Mission / Vision / Values statements and ensure that everyone in your company knows and understands them. THE 8 LAWS OF PERSONAL BRANDING What makes you stand out? Three little questions: 1. 2. 3. Who are you? What do you do? Why does it matter? When asked to describe someone else, typically people say two to four things about them. CREATING AN EFFECTIVE – AND LUCRATIVE – PERSONAL BRAND: 1. Specialization: A great personal brand must be precise, concentrated on a single core strength, talent or achievement. 2. Leadership: Endowing a personal brand with authority and credibility demands that the source be perceived as a leader by people in his/her domain or sphere of influence. 3. Personality: A great personal brand must be built on a foundation of the source’s true personality, flaws and all. 4. Distinctiveness: An effective personal brand needs to be expressed in a way that is different from the competition. CREATING AN EFFECTIVE – AND LUCRATIVE – PERSONAL BRAND con’t: Visibility: To be successful, a personal brand must be seen over and over again, until it imprints itself on the consciousness of its domain or sphere of influence. 2. Unity: The private person behind a personal brand must adhere to the moral and behavioral code set down by that brand. Private conduct must mirror the public brand. 3. Persistence: Any personal brand takes time to grow, and while you can accelerate the process, you can’t replace it with advertising or public relations. 4. Goodwill: A personal brand will produce better results and endure longer if the person behind it is perceived in a positive way. ELEMENTS OF YOUR BRAND A brand is a tool that consumers use when making buying decisions. Creating a brand gives you stability, growth potential, loyalty and longevity. Think of it as A-B-C-D Appearance Behavior Competencies Differentiation ABCDs… Appearance: Clothing (color, fit, season, price point) Grooming (neatness, style) Personal style (conservative, trendy, bohemian) Behavior: General demeanor (do you seem friendly, aloof, angry?) Speaking style (voice tone, accent, gestures, laughter) Competencies: What is your primary area of expertise? What is your core skill set? Differentiation: This Photo by Unknown Author is licensed under CC BY-SA What sets you apart from your competition? Why would a company/client choose you over someone else? What do you have that no one else does?