Antonia Paradiso Personal Branding: il dispositivo per rendersi memorabili! Come raccontarsi professionalmente nella società della trasformazione perpetua Università degli Studi di Pavia Editoria e Comunicazione Multimediale

Context

The (open/liquid) society of perpetual change Temporary social arrangements Globalization Loss of value of traditional institutions Flexibility

In the (open/liquid) society of perpetual change UncertaintyThe individual is the main referent

In today’s labour market Quality is a prerequisite There is a dizzying array of possible choices The buying of a good is the buying of value for the identity Stand out from the crowd becomes crucial

Brand is the business tool to stand out from the crowd value emotion a storytelling experience

How can individual stand out?

The Individual How to stand out? Communicating his unique value should stand out in a saturated and globalized market

Personal Branding What is Personal Branding? Web results Too many definitions Tom Peters 1997: "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”

13 basic elements Self-confidence Time Passion Value Sincerity Congruency Complex but distinctive image Updating and originality Become invaluable Positivity Promotion of yourself Costance Be producer of contents

3 steps to make you memorable

1. Define yourself Interior narration Autobiographical narration Your Personal self

1. Define yourself SWOT analysis Your Professional self

2. Analyze your target audience How are you perceived externally? Define your Brand Community

3. Live your story heroically Be focused on the founding reasons of your Personal Brand Define you Personal Brand Statement : Who you are. What you offer. Who is your referred target audience.

3. Live your story heroically 5 key elements: Find your niche of expertise Show your skillfulness Promote an understanding of your work Be focused on your abilities Preselect your target

Personal Branding tools

Logo

Personal Branding tools Traditional tools Business card Brochure

Personal Branding tools An evolution of traditional tools Poken: the social business card

Personal Branding tools Web tools The Social Media and Web 2.O to build your online identity

Personal Branding tools Web tools Feed RSS keeps track of the conversation

Personal Branding tools Web tools: New Social Media Facebook Twitter FriendFeed and Plaxo

Online reputation Be aware that anything you post leaves a track On-line Job hunting through Social Media It’s a common practice to “Google” people’s names

Online reputation

The importance to be in a event and to make your presence known 1. Choose the right events 2. Listen and pay attention to your interlocutor 3. Show your professionality 4. Be aware of your verbal and non verbal language

Networking It’s important for your Personal Brand

Networking To create relationships To interact with people To easily access to valuable information To find a job To promote yourself and your products To grow professionally and personally

Networking online

Conclusions

Advantages You have a megaphone to let your voice be heard You can make people aware of your unique promise of value You can build trustful relationships on the base of a positive emotional and rational perception of your brand You can choose your niche of expertise on the base of your passions

Risks You can get lost at half way You can build an inconsistent image of yourself You can use the tools improperly You can underestimate the value of every online and offline action

Criticality Personal Branding is NOT a simple self- promotion strategy It is an organic and valuable process of personal and professional definition It needs to be constantly shaped on the base of internal and external changes