personal branding workshop at Delft University for PhD students

1. personal branding
“Destination Doctorate” TU Delft
November 18th
2010
Ivo Boelens / Tom Scholte
TU Delft Rector
Magnificus
Asked
for this
job?
Applied
for this
job?

2. Rector Magnificus
He was
Asked
for this
job.
He
applied
for this
job.
90% of
participants
think:
10% of
participants
think:

3. Rector Magnificus
He
applied
for this
job.

4. (personal) branding is about a
clear what: coffee, beer,
researcher or rector
magnificus and being really
good at that.

5. …and besides branding is
about emotion, experience and
characteristics. About who you
are.

6. There were three candidats.
Mr. Luyben was chosen for his
decisiveness, passion and
creativity.

7. Most products are branded
with an ‘artificial’ emotional
value around their product.

8. Personal branding is the other
way around: from the inside
out: who you are and why you
do what you

9. Strongest brands based on..

10. The extent in which the brand plays a role
in the purchase of a product or service.
How strong is a brand?

11. The extent in which the person plays a role
in the selection for a project or job.
How strong is a personal brand?

12. result of personal branding:
increase of percieved value
being asked for the things you want
to be asked for

13. What do people find if they Google you?
What do people thinkg if they think of you?

15. But more importent: how are people able to find
you?

16. good & satisfied ≠ loyal
excellent = loyal

17. what
job
activities
‘how’
extra unexpected
qualities
who
‘why’
First: your personal branding template

18. 1.What

19. 1.What is it that you have to offer?
What is it that you do?
,or want to do?

22. what?

23. what?

24. what?

25. what?

26. what?

27. what

28. what

29. what?

30. what

31. what

32. what?

33. what?

34. what?

35. what?

36. practice
• in 30 seconds write down what it is that you do
• stand up and walk to some one and exchange your ‘whats’
• activities – services – products
• results

37. 2.Who & Why

38. The risk of no personal branding.

39. Rector Magnificus
“As a leader you have to
proclaim a religion”
What’s your religion?
Where do you believe in?
Why do you do what you do?

40. why

41. why

42. why

43. Why are you doing that?
Why do you want to do that?
What do you want to reach?
Who do you want to make happy?
Walk to someone you don’t know.

44. 3.Who and how
extra and unsuspected

45. If you are a business
consultant, what kind of
business consultant are you?

46. If you are a social researcher,
what kind of social researcher
are you?

47. What are your strong characteristics?

48. how

49. Easy for other people/
how

50. how

55. Suppose that you would be a car. What
type/brand would it be, why this one and
whith which caracteristics?
Suppose that you would be a topsporter.
What sport would it be why this one and
whith which caracteristics?

56. What
product
service
‘how’
extra unexpected
qualities
who
‘why’
delivering
quality
creating
experiences
showing
personality
not
enough

57. Who can tell us about a nice
and positive experience you
had at work/research last
week?

58. Congratulations!

59. TU Delft ‘PhD’
personal brand
award 2010
personal branding
moment

60. 1.sharing

61. share what you do

62. share what you do

63. share what you
have done

64. share what you do

65. share what you do

66. share your ambition

67. work, ambitions, results, opinions,
observations, network, knowledge
online and offline
1.sharing
and projects

68. practice
• in 30 seconds write down a recent project or activity
where you showed your ‘car/sporter’ characteristics

69. 2 minute elevator, canteen, hallway
conversations.
How are you, what have you been doing lately?
Thanks for asking, I am working on, I just returned
from, I just finished a project concerning…

70. 2.monitoring

71. monitoring

72. monitoring

73. monitoring

74. monitoring

75. monitoring

76. monitoring

77. key subjects, trends, alternatives and…
online and offline
2.monitoring
your network

78. monitoring

79. monitoring

80. 3.responding

81. respond

82. respond

83. share
monitor respond
What
product
service
‘how’
extra unexpected
qualities
who
‘why’

85. www.linkedin.com/in/tomscholte
www.twitter.com/tomscholte
www.tomscholte.com
www.facebook.com/tomscholte
Places where Tom shares his work, monitoring and network:
www.slideshare.net/tomtom
www.youtube.com/tomscholte
www.personalbrandingblog.nl
Join my network!

86. This is not what I do. This is who I am.