What is branding? How can I use this for me?

1. Personal Branding
By
Roger Claessens , prof. UBI
For
paperJam
11/02/2014
1

2. We are amongst
« EXPERTS »
This workshop will be a
platform to share our
experience
2

3. Structure of the workshop
2 Questions
What is branding ?
How can I use this for me?
3

4. What is your first
BRAND which
comes to mind?
Why?
4

5. Personal branding is all about you
5

6. Could your
neighbour introduce
YOU?
6

7. Branding will influence
HOW you are PERCEIVED
7

8. Why is one worth SO much more than the
other?

9. Which is which?
9

10. The origin of the
word
« BRANDING »
10

11. A BRAND
But is the
cowboy
a PRO?

12. SUBSTANCE !
TRAVAIL DE
FOND
12

13. A BRAND HAS AN IDENTITY
13

14. A BRAND
EQUALS
A PROMISE
What is the
PROMISE
in this case?
14

15. A BRAND EQUALS A PROMISE
…AND in this
case?
15

16. A BRAND SHOULD MATCH EXPECTATIONS
16

17. A BRAND IS NOT ONLY ADVERTISING
17

18. A BRAND IS NOT ONLY DESIGN
“Design is not decoration. It is not the surface
appearance of a product. It is not about colour or
stylistic details. It is the way the product works!”
S. Jobs
18

19. A BRAND COULD MATCH DREAMS
19

20. A BRAND SHOULD BE AUTHENTIC
Authenticity is
vital as it
increases your
LEVERAGE
20

21. A BRAND SHOULD BE RECOGNISEABLE
21

22. A BRAND
EXPLOITS
SYMBOLISM
22

23. A BRAND IS A STORY
What makes a great story?
•Unexpected ending
•Structure
•Your hope is fulfilled
•Meaning
•Fills gaps
•Participative
•Connective
•Empathy
23
•Can be told over and over again

24. A BRAND IS A STORY
“ All great stories start with a white page ”
Source: AUDI
24

25. The classical steps of BRANDING
1° Start a conversation with all the stakeholders
2° Look around (research, insight, emotion,
rationalisation)
3° Define your direction
4° Define the message
5° Choose the media
6° Follow up with the stakeholders to adjust the
message if required
25

26. IF NEED BE
REBRAND!
Rebranding

28. What goals
should be
reached to
become a
great Brand?
28

29. MY VALUES & MES NORMS
A culture of excellence
29

30. 30
A culture of motivation

31. 31
A culture of listening

32. A culture of empowerment
32

33. A culture of self-efficiency
33

34. A culture of follow-up
34

35. At the end of the
day:
•What is your point?
•Why should one
care?
•Who should care?
35

36. 36
36

37. What is your first
BRAND which
comes to mind?
Why?
37

38. CUSTOMER
KNOWLEDGE =
AWARENESS
ATTITUDES &
USAGE
38

39. What is your
TOP OF THE MIND
BRAND & WHY?
The top of the mind
brand
DISTINCT
COMPETITIVE
ADVANTAGE
39

40. Attitudes are the
opinions associated
with the brands,
products, services….
The attitudes towards
the brands can help
determine the brands’
weaknesses and
appealing factors.
40

41. • Usage patterns help reveal the how the respondents
are interacting with the brand, product or service!
41

42. 42

43. “The rise of social media makes it more
important than ever to get the branding
fundamentals right”
“You do not need to rewrite the marketing
playbook but to exploit social media
opportunities while keeping an
UNWAVERING FOCUS on meeting the
customers’ needs” (HBR Dec, 2010)
43

45. Everything considered, branding is a matter of
marketing in the classical sense of the term, but with
different means and at digital speed. (R.Claessens)

48. KEY WORDS MENTIONED
Promise
Expectations
Dreams
Profile
Market
Image
Goals
48
Motivation
Culture
Perception
Attitude
Reputation
Story

49. 49

50. 1
Self Assessment
50

51. Now that we
know branding
HOW can we use it?
When was the last
meeting with
Yourself?
51

52. DO YOU HAVE WHAT
TAKES?
IT
52

53. Options
1.Never
2.Occasionally
3.Frequently
4.Always
53

54. WHAT MOTIVATES
YOU?
54

55. DO YOU FEEL YOU THINK
EFFECTIVELY?
55

56. DO YOU KNOW WHAT
YOU NEED TO KNOW?
56

57. Manage your
life as if it
were your
business
57

58. •
•
•
•
What is your biggest problem and how can I solve it?
Careers are a jungle gym, not a ladder.
Just being nice is not a winning strategy.
Is this good for me?
58

59. WE ARE, EVEN IF WE DO NOT WANT
TO, ALWAYS IN COMPETITION
59

60. 2
Additional skills
60

61. What can I do better?
61

62. MORE SKILLS
Help you moving
forward
62

63. YOU
YOUR
PROFESSIONAL
63

64. •Ever heard about an
augmented product?
•Imagine you as a product
64

65. Going through
the learning
curve & thinking
like an
entrepreneur
65

66. 66

67. This PC is the result
of a way of thinking:
Better
Faster
Cheaper
Smaller
Simpler
Smarter
67

68. Visualise one way you
can go!
68

69. 69

70. A THING TO REMEMBER
In the final
analysis a
variety of SKILLS
contribute as
much as a
formal academic
training to
SUCCESS
70

71. 3
Visualise yourself as an
entrepreneur
71

72. Did you ever
meet an
entrepreneur
who wanted
to go
bankrupt?
72

73. YOU AS AN
ENTREPRENEUR…
WHAT DOES IT MEAN?
73

74. WHERE IS MY ENERGY GOING?
Wasted
time
Meetings
Discussions
Lack of
focus
Lack of
sleep
Bad decisions

75. BEING
BUSY DOES
NOT MEAN
MAKING
MONEY or
INVOICING
75

76. What is in it for
me?
What is going to
generate
income?
76

77. HOW AM I GOING TO
GENERATE CASH TO PAY
FOR IT ALL?
77

78. 78

79. •“A very
powerful
motivator is
to be
competitive
with yourself”
79

80. ALL OF US WANT TO
MOVE UPWARDS
NOT DOWNWARDS
80

81. GOALS?
HAVE YOU TAKEN
TIME TO DEFINE
THEM PROPERLY?
81

82. 82

83. 83

84. 4
Look for a coach
84

85. 85

86. What DO YOU THINK is required to be
successful
Talent
Ambition
Hard work
Fun
Sense of friendship
86

87. YOU ARE NOT ALONE
87

88. Remember
• Having self-confidence is wonderful
and a positive quality to successfully navigate life.
• However, as often true, too much of a good thing
can become a bad thing. Overconfidence is
a weakness and most would agree that
arrogance is undesirable.
88

89. The complacency zone is a
dangerous place to be!
89

90. 90

91. Congratulations you
failed, you tried, keep
GOING!
91

92. YOU CAN CHANGE YOUR LIFE BY
CHANGING YOUR STATE OF MIND
92

93. A STATE OF MIND
• I listen
• I treat myself as a company
• I treat the company as if it was
my own
• I do not have a job but a step in
the direction I figured out
93

94. A STATE OF MIND
• I focus on solutions
• I focus on understanding
• I expect the best and I believe in
the best
• I…whatever it takes….
94

95. THE LAW OF DELIBERATE
CREATION
• Being clear on what you want
• Focus on what you want
• Belief in what you want
• Move towards what you want
95

96. MAKE AN IMPROVEMENT
DEVELOP A NEW SKILL
START A BLOG
FIND A MENTOR
HAVE A PET PROJECT
DO IT !
96

97. 5
My tips for you
97

98. You can
improve your
memorisation!
98

99. How does memorisation work?
99

100. How does memorisation work?
Long term
memory
100

101. A brief recognition by the
mind of what the senses
take in
Very small amount of
facts that you can hold in
the mind at any one time
Practically
limitless capacity
101

102. Very small amount of facts that
you can hold in mind at any one
time
PRACTICALLY
LIMITLESS
CAPACITY
1. ENCODING
2.RETRIEVING
102

103. PRACTICALLY
UNE
LIMITLESS
POSSIBILITE
CAPACITY
103

104. The mental picture
W H A T IS A B A N K ?

105. You can
improve your
decision
making
process!
105

106. 106

107. Getting out
• You are in the Arizona desert in the hottest time of the year.
Because of a fire, the plane had to land and most of the
contents have been destroyed but fortunately none of the
three passengers and the pilot are hurt. You know that you
are about 75 miles from the nearest town. Fortunately you
have some pieces of equipment and items left that you could
use for your survival.
• The decision to make is: either to stay put and wait for help or
move and walk the 75 miles to the nearest town.
• Whatever the decision it needs to be taken unanimously!
107

108. Getting out
• Below is list of available items, you should list them in order
of importance to your survival, one being the most important,
and decide what items to take with you in case you decide to
move:
8. 1 case of rations
1. Compass
9. Maps of the
2. Small transistor radio
desert
3. Shaving mirror
10. Cushions
11. 5 litre of an
4. Snake repellent
oil/gas mixture
5. 5-liter of water for the four of you
12. 1 bottle of rum
6. 4 square meter of opaque plastic 13. Two boxes of
7. Mosquito netting
chocolate
14. 5 meter of ropes
15. One boomerang 108

109. Decision Making
109

110. Decision Making
• Overestimation of intuition and underestimation of what we
need for the analytical part of the decision making process
will induce:
IRRATIONAL PERSEVERANCE
110

111. Decision Making
• System 1 operates automatically and quickly
with little or no effort and no sense of voluntary
control. It includes the innate skills that we share
with other animals.
• System 2 allocates attention to the effortful
mental activities that demand it, including complex
computations. It requires attention and effort.
• When system 1 runs into difficulty it calls on System
2 to support more detailed and specific processing.
111

112. 6
CONCLUSIONS
112

113. 113

114. REMEMBER
• Being a learning person
• Creating a disciplined
environment
• When working with others,
doing it with a team spirit
114

115. REMEMBER
• People oriented
• Being conscious that people pay
for added value only
• Your on-going involvement
115

116. REMEMBER
• Never stop trying to improve
• Want more out of life than jus a
pay check
• YOUR DEEP FULL COMMITMENT
116

117. • Use your
personal name
• Have some fun
• Know your
story
• Be consistent
• Get out there
• Think long term
117

118. Be aware of the myths
& Last tips
118

119. Question
• “Are you ready for the
interview?”
Answer
•“I am born ready!”
119

120. Leave from here
thinking that YOU
ARE
AWESOME
120

121. “All you really need
is the determination
to make it work, the
persistence to keep
at it when things go
wrong and the
absolute conviction
that you can
succeed.”
121

122. WHAT YOU WILL BE ABLE TO DO AFTER A
GOOD DISCUSSION
122

123. Your copy of the slides on
WWW.ROGERCLAESSENS.EU
123