PERSONAL BRANDING

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PERSONAL BRANDING

• MARIA KANGASNIEMI

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Personal Branding

• Whats a BRAND ?
• Personal Branding
• Building up your own Personal Brand

• Identity
• Competencies / Communication
• Image

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Whats a BRAND ?
logo
name
prestige
identity
image
company
personality
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Whats a Brand ?
... mixture of tangible and intangible
attributes, symbolized in a trade mark
that create, influence and generate
value
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A Successful Brand is...

• A distinct Concept / Idea
• Related to a Word
• A well told Story
• Consistent

• A well told Story

Lively, Energetic
With clear Purpose
Exciting
Worth telling
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Whats a BRAND ?
PROMISE
TRUST that the promise will be kept
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Whats a PERSONAL BRAND ?
A personal identity that stimulates precise,
meaningful perceptions in its audience about
the values and qualities that person stands for
Montoya
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Whats a PERSONAL BRAND ?
is the public projection of certain aspects of a
persons personality, skills or values its
not the entire human being
Montoya
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Whats a PERSONAL BRAND ?
Your brand is a perception or emotion, ...
that describes the total experience of having a
relationship with you
McNally Speak
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Whats a PERSONAL BRAND ?
... the thoughts, feelings and behaviours
contained within a group of people that can be
called upon to create value.
Cope
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Personal Branding Defined

• Personal branding is a revolution in the way we
  manage our careers or businesses. It's a way of
  clarifying and communicating what makes you
  different and special and using those qualities
  to separate yourself from your peers so that you
  can greatly expand your success
• Personal branding is the strategy behind the
  world's most successful people

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Whats a PERSONAL BRAND ?
Those who mean the most to you, are those who
offer you the most value throughout your life.
The individuals who stand out in the world
around us are those who offer the greatest
value to the most people...
Graham
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Personal Brands

• Businessman

• Author

• Movie Star

• Politician

• Scientist

• Journalist

• Showbiz / TV

• Top model

• Banker

• Sportsman

• Colleague / Friend
• Relative
• Airline Pilot
• Surgeon / Dentist ...

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Personal Branding

• Internal Factors

• External Factors

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Personal Branding
Image
Competencies
Communication
Identity
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Personal Branding Strategy
Identity Who you are (Values, Roles, Goals)? What
makes you unique distinct? Competencies What
is your distinct specialization/area of
leadership? Be passionate, focused
persistent Communication Who is your target
domain? Does your idendity comply with your
domain? Do your competencies contribute to your
domain? Are you visibile, distinct? Integrated
communication (including body language) Is your
communication consistent?
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• Image
• This is the OUTCOME
• Is it in line with your Identity and
  Competencies?
• Does it fully comply with your communication
  strategy?
• Be Distinct, Unique, Consistent with your symbols
  behaviour

Image Behaviour Symbols Etiquette
Wardrop Body Soul Car Office Alumni
Clubs Cosmetics Associations Accessories
Other Toys
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It is our choices that show what we truly are,
far more than our abilities. Harry Potter
the Chamber of Secrets
Rowling
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Goals in Life

• What do you want?

Mean Goals End Goals
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Personal Branding Strategy

• Goal Setting
• Focus on END GOALS not on the mean goals
• WHAT DO YOU WANT? (excercise)
• Have your goals SMART
• S Specific
• M Measurable
• A Attractive
• R Relevant
• T Timely
• Positive

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Personal Brand Maintenance

• Know yourself (Values, Roles, Goals)
• Find out what makes you distinct
• Invest in yourself
• Be comfortable in your own skin
• Discover your competencies improve maintain
• them
• Smile Be positive / Address people with their
• names
• Be the best/most appropriately dressed person you
  
• meet everyday
• Express yourself in the most clear and concice way

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Personal Brand Maintenance

• Develop positive relationships with all
• your counterparties
• Become member of appropriate clubs /
• associations
• Focus Read, write, deliver speeches,
• give seminars in your field Get to be known
• Be careful selective with the media
• But use it to be known
• Be persistent, dont crash burn
• Invest in your physical and mental health,
• stay fit

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Appendices Road Ahead...
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Assumptions About Branding

• No unique reality
• No best
• Perception is reality

You can only see with your heart. What is
essential is invisible to the eyes Antoine de
Saint-Exupery (The Little Prince)
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Personal Branding Strategy
Values (i) - Exercise 1 Identify what makes
your life compelling fulfilling - Exercise
2 Finding your Lifes passion (by using role
models) - Exercise 3 Discovering and
Determining your deepest values  
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Personal Branding Strategy
Values (ii) A Short list of Values
Elegance Empowerment Excellence Excitement Fairnes
s Focus Freedom Freedom to Choose Free
Spirit Fun Grace Growth Happiness Harmony Helping
Honesty Humor Independence Innovation
Accomplishment Accuracy Adventure Aesthetics Alive
ness Authenticity Autonomy Beauty Caring Challenge
Collaboration Community Comradship Connectedness
Contribution Courage Creativity Dignity Directness

Integrity Joy Justice Lack of Pretense Learning Li
ghtness Love Mastery Nurturing Orderliness Partici
pation Partnership Peace Performance Perseverance
Playfulness Personal Power Productivity Recognitio
n
Revolution Risk Taking Romance Safety Security Sel
f-Expression Self-Reliance Service Simplicity Stim
ulating Change Spirituality Success To Be Known
Tradition Trust Uniqueness Vitality Zest ...
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Personal Branding Strategy
Values (iii) How to find out your Value
System? How to rank your most important values?

Exercise 1 Meeting your Future-Self (an
internal journey to visualize yourself in the
future (10 or 20 years) Meet with that person,
and find out whats important then This is not
about a road map, but to find out the desired
state in the future...
Exercise 2 Peak Performance analysis Choose
a great experience you had, or a hobby, something
you really enjoy... Talk about it... How was/is
it? What makes this unique, thrilling,
exciting for you? Try to find out which values
are honoured? Which values are associated with
that experience?
Exercise 3 Worst Experience analysis Choose a
bad experience you had, or some
events/activities/thing that really disturb
you... Talk about it... How was/is it? What
makes you feel bad about it? Try to find out
which values are not honoured?
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Personal Branding Strategy
Most desired/appreciated Values/Principles Anglo-S
axon Business World Credibility
Professionalism Integrity Authority
Leadership Empathy Friendliness
Approachability Trustworthiness Sophistication
and being up-to-date Creativity Energy
Enthusiasm Influence
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Personal Branding Strategy
Useful Identity Related Questions

• What am I tolerating?
• What is to be powerful?
• What is it to choose?
• Am I being nice or am I being real?
• What do I do to avoid feelings?
• Where is my attention?
• What keeps me going?
• Whats out?
• When am I unable to laugh at myself?
• What motivates me?
• Whats fun?
• What is pleasure?
• Where do I limit myself?
• What does it cost me?
• What thrills me?
• What is it to be passionate?

WHAT DO I WANT?
WHO DO I WANT TO BE?
WHAT MAKES ME UNIQUE?
WHAT MAKES ME DISTINCT?
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Roles in Life

• Professional Roles

• Family Roles

Entrepreneur Bartender Salesman Local Bank
Manager Butcher, Plumber ...
Daughter / Son Brother / Sister Parents ...

• Social/Citizen Roles

• Individual Roles

Environmentalist Volunteer ...
Boyfriend /Girlfriend Friend of
oneself Mentor Explorer ...
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Personal Branding Strategy
Roles in Life Would you like to have a Role
Model? If one person can do something, anyone
can learn to do it... What different
perspectives you can create for each role? How
would you define our end goals for each role?
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Personal Branding Strategy

• Competencies
• What is/will be your Specialization? Focus,
  Focus, Focus
• Supporting question Which skills would enable
  you to distinct?
• What will enable you to have Leadership and
  Authority on your area of Specialization?

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Personal Branding Strategy

• Whats your Goodwill? (Intengible assets that
  create a difference...)
• What would help you to keep your Persistence?
  Brands do not happen overnight, it is long
  lasting game to play....
• What makes you passionate?
• Without your internal drive, it would not
  work...
• Find out what motivates you? (all, including
  pleasures and pain avoidance, count...)

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Personal Branding Strategy

• Communication (i)
• Who is your target domain?
• For each role you play in life, you might have
  different target domains..
• Who will help you reach your goal?
• Where would you have a Brand awareness that will
  help you succeed?
• Whats relevant?
• Does your identity comply with your domain?
• Authenticity
• Do your competencies contribute to your domain?
• Whats in it in your Brand that works for them?
• How would you create a win-win situation with and
  for your domain?

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Personal Branding Strategy

• Communication (ii)
• There is no INCOMMUNICADO.
• You cannot not communicate...
• Are you visible, distinct?
• Distinct or Extinct !...
• Whats your mind share in your domain?
• (Mind-share would influence Wallet-Share or
  Market Share)
• Integrated communication (including body
  language)
• Whats your story?
• How your body communicates?
• Content/Voice/Outlook/Body language/Energy level
  and Enthousiasm...
• Be CONSISTENT, CONSISTENT, CONSISTENT....
• You cannot leave your Brand at home / there is no
  any offbrand -day

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Personal Branding Strategy

• Communication (iii)
• Improve your First impression....
• Impact on your first impression
• 55 Visual (How you look and carry yourself,
  dress, body language)
• 38 Vocal (How you speak pace, volume, pause,
  accent, tone, etc...)
• 7 Verbal (The content of your speech, the words
  you say...)
• You have only 30 seconds to introduce yourself
  together with a complete first impression
• How do you introduce yourself? Learn to be
• Clear
• Consise
• Distinct
• Relevant
• Engaging
• Exercize Elevator Test
• (Introduce yourself in the most efficient way
  just during a lift journey)

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Personal Branding Strategy

• Image (i)
• This is the outside projection of who you are,
  who you want to be and what you want...
• Your image should be consistent with your
  Identity, Competencies and Communication
  strategy.
• Your image, including all of your accessories
  should help you be
• Distinct,
• Unique,
• Consistent with your Brand Promise

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Personal Branding Summary

• Your personal Brand is
• a way to differentiate yourself and stand out
  from the crowd
• how your are perceived and remembered by others
• about reflecting the authentic, real you
• a potential aid to success

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What does your brand give you?

• Success! Benefits
• Increase your visibility and presence
• Differentiate yourself from your peers
• Increase your compensation or fees
• Thrive during downturns in the economy
• Expand into new business areas
• Choose better, more interesting assignments
• Understand yourself better
• Achieve your personal and professional goals
• Increase your confidence and self-motivation

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Suggested Reading List
    Build Your Own Life Brand! Stedman
Graham Make a Name for Yourself Robin Fisher
Roffer Differentiate or Die Jack Trout The
Personal Branding Phenomenon Peter Montoya Be
Your Own Brand David McNally Karl D.
Speak Personal Networking Mick Cope Micro
Branding T. Scott Gross