Workshop on self-branding and advocacy. It has been organized by the company Cambre (www.cambre-associates.com), a European Public Affairs and Public Relations consultancy. It has been running a series of workshops on the importance of reputation in today’s advocacy 3.0 environment (http://www.cambre-associates.com/about-us/advocacy-30.html).

1. Personal Branding
Self-Branding and advocacy

2. Advocacy challenges
Avantages of Personal Branding
5 essential laws
Definition
Brand construction
Few tips
Agenda

3. 7 Advocacy challenges

4. #1 Becoming recognized as an expert

5. #2 Maintaining your profile as an expert

6. #3 Managing your digital footprint

7. #4 Building trust

8. #5 Reconciling your personal Brand with
your organizational aims
?

9. #6 Protecting your organizational brand

10. #7 Developping staff as brand
ambassadors

11. The advantages of Personal Branding
Clarity
Attraction
Loyalty
Influence
Ambassadors
Self confidence
Well being
Success booster

14. 5 essential laws

15. #1 They are looking for you
Unknown or
not present on the web
= you don’t exist
Is your brand attractive enough?

16. A nightmare …
When googling your name, what results do you get?
ü Only 2% ‘own’ the entire first page of
results
ü Only 50% ‘own’ the first result
ü 25% have no positive content at all
ü 15% have at least one negative
result, damaging their reputation
Brandyourself, 2012

17. #2 Need to stand out

18. What do you want to be recognized for?

20. #3 Behaviors have evolved
From monologues ….
… to conversations

21. Interruption marketing
ü Hundreds of commercials
a day
ü Only 14% of people still
believe in commercials
From monologues …

22. Permission marketing
ü 78% of people believe in
recommendations of other
consumers
ü 34% of all blog articles talk
about products and services
… to conversations

23. #4 Real and virtual worlds are
complementray
Only one brand !

24. #5 Personal versus company branding
Your employees are your best ambassadors

25. #5 Personal versus company branding
Why do you do what you do?

26. #5 Personal versus company branding
Where the magic happens
Extend Coaching

27. #5 Personal versus company branding
Do you have a Social Media Policy?

28. « Your Personal Brand is the powerful, clear,
positive idea that comes to mind whenever other
people think of you » - Peter Montoya
Definition

29. Branding
Pull – Reinforces reputation
Marketing
Push – Promotes an offering
Sale
One - one
Close

30. What is a personal brand ?
A unique value proposition
- Authenticity
- Different
- Attractive

31. Authenticity
Innovation Romance Entrepreneurship

32. Different
Commodity
Ordinary
Brand
Extraordinary

34. Attractive !
Who are you?
What do you do?
MOTIVATING !

35. Step 1
Check your brand
Step 2
Discover
your brand
Step 3
Express
your brand
Step 4
Live
your brand
Step 5
Nurture
your brand
5 steps to grow your brand

36. First, know your goal

37. Step 1
Check your brand
ü Attributes (+ and -)
ü Competencies
ü Strengths
ü Weaknesses
ü Team roles
ü Comments

38. My brand: authenticity Step 2
Discover
your brand
Know your VPs
- Vision/mission
- Values
- Passions)
What am I passionate about?

39. My brand: different Step 2
Discover
your brand
What makes me unique?
Compared to my competition:
- What do we have in common?
- What makes us different?

40. Be known selectively !
Who needs to know you?
My brand: attractive Step 2
Discover
your brand

41. Express your brand
Public speaking
Book
Networking event
Leaflet
Business card
Exhibition
Sponsoring
…
Social networks
Web site
Ebook
Blog
Newsletter
Smartphone application
…
Step 3
Express
your brand

42. Express your brand Step 3
Express
your brand
How to express your brand while having fun?

43. Express your brand Step 3
Express
your brand
Which channels to reach my public?

44. The three Cs of Personal Branding
1. Clarity
2. Consistency
3. Constancy

45. Your brand environment Step 4
Live
your brand
What’s your brand environment?

46. Step 4
Live
your brand
What color suits your brand?

47. Nurture your brand Step 5
Nurture
your brand

48. Few tips
9 minutes a day
Be lazy
• Do less for more results
• Reuse
Do differently

49. Do you leave your
fingerprint on
everything you do?

50. Stay connected…
Damien Colmant
0478 33 47 90
dcolmant@extend-coaching.com
www.extend-coaching.com