PERSONAL BRANDING MARIA KANGASNIEMI

Personal Branding What’s a BRAND ? “Personal Branding” Building up your own Personal Brand Identity Competencies / Communication Image

logo identity image name product personality service prestige company What’s a BRAND ? logo name prestige identity product service image company personality

tangible and intangible attributes, symbolized in a trade mark What’s a Brand ? “... mixture of tangible and intangible attributes, symbolized in a trade mark that create, influence and generate value”

* A distinct Concept / Idea * Related to a “Word” * A well told Story 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

that the “promise” will be kept What’s a BRAND ? PROMISE TRUST that the “promise” will be kept

precise, meaningful perceptions in its audience What’s a PERSONAL BRAND ? “A personal identity that stimulates precise, meaningful perceptions in its audience about the values and qualities that person stands for” Montoya

“is the public projection of certain aspects of a person’s What’s a PERSONAL BRAND ? “is the public projection of certain aspects of a person’s personality, skills or values; it’s not the entire human being” Montoya

the total experience of having a relationship with you” What’s a PERSONAL BRAND ? “Your brand is a perception or emotion, ... that describes the total experience of having a relationship with you” McNally &Speak

“... the thoughts, feelings and behaviours What’s a PERSONAL BRAND ? “... the thoughts, feelings and behaviours contained within a group of people that can be called upon to create value.” Cope

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

What’s 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

Personal Brands Banker Movie Star Sportsman Politician Top model Showbiz / TV Businessman Author Scientist Journalist Colleague / Friend Relative Airline Pilot Surgeon / Dentist ...

Personal Branding External Factors Internal Factors

Personal Branding Image Competencies Identity Communication

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?

Is it in line with your Identity and Competencies? 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”

that show what we truly are, It is our choices that show what we truly are, far more than our abilities. Harry Potter & the Chamber of Secrets Rowling

Goals in Life “What do you want?” Mean Goals End Goals

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

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

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, don’t crash & burn Invest in your physical and mental health, stay fit

Appendices & Road Ahead...

“You can only see with your heart. 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)

Personal Branding Strategy: Values (i): - Exercise 1: Identify what makes your life – compelling– fulfilling - Exercise 2: Finding your Life’s passion (by using role models) - Exercise 3: Discovering and Determining your deepest values  

Personal Branding Strategy: Values (ii): A Short list of Values: Accomplishment Accuracy Adventure Aesthetics Aliveness Authenticity Autonomy Beauty Caring Challenge Collaboration Community Comradship Connectedness Contribution Courage Creativity Dignity Directness Elegance Empowerment Excellence Excitement Fairness Focus Freedom Freedom to Choose Free Spirit Fun Grace Growth Happiness Harmony Helping Honesty Humor Independence Innovation Integrity Joy Justice Lack of Pretense Learning Lightness Love Mastery Nurturing Orderliness Participation Partnership Peace Performance Perseverance Playfulness Personal Power Productivity Recognition Revolution Risk Taking Romance Safety Security Self-Expression Self-Reliance Service Simplicity Stimulating Change Spirituality Success To Be Known Tradition Trust Uniqueness Vitality Zest ...

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 what’s 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?

Personal Branding Strategy: Most desired/appreciated Values/Principles Anglo-Saxon Business World Credibility & Professionalism Integrity Authority & Leadership Empathy Friendliness & Approachability Trustworthiness Sophistication and being up-to-date Creativity Energy & Enthusiasm Influence

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? What’s out? When am I unable to laugh at myself? What motivates me? What’s 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?

Roles in Life Family Roles Professional Roles ... Daughter / Son 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 ...

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?

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?

Personal Branding Strategy: What’s 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...)

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? What’s relevant? Does your identity comply with your domain? Authenticity Do your competencies contribute to your domain? What’s in it in your “Brand” that works for them? How would you create a win-win situation with and for your domain?

Personal Branding Strategy: Communication (ii): There is no “INCOMMUNICADO”. You cannot not communicate... Are you visible, distinct? Distinct or Extinct !... What’s your “mind share” in your domain? (“Mind-share” would influence “Wallet-Share” or “Market Share”) Integrated communication (including body language) What’s 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 “off–brand -day”

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”)

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

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

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

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