Branding and You

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Arunavsinha

A step by step process to create a brand plan for yourself

Business

Branding and You!
By Arunav Sinha

1. Why self-branding?
2. Process of self-branding
3. Plan development for self-branding
4. Refinement
5. Implementation

These are personal views and not of Capgemini

Need for differentiation

“The „surplus society‟ has a surplus of similar companies,
employing similar people, with similar educational backgrounds,
coming up with similar ideas, producing similar things, with
similar prices and similar quality.”

Kjell Nordström and Jonas Ridderstråle, Funky Business

Together. Free your energies

What the workshop entails?

Applying branding principles on individual leaders

Give a framework of branding

Develop an activity plan for execution

Together. Free your energies

What these leaders stand for?

As a current or future leader, what you stand for?

Together. Free your energies

Question?

As a current or future leader,
what you stand for?

Are you perceived the way you
want to be perceived?

Most importantly, are you sure of the way you should be perceived for?

Together. Free your energies

Branding Value Chain Stack

Branding Process

Simplify Amplify Exemplify
Marketing Need

Measure ICBM
Strategic Areas of branding

Vision Product/Touch points
Image
Framework

CREED SEED DEED INDEED

Touch points Product touch points Properties Infrastructure

Together. Free your energies

Branding Process

Simplify Amplify Exemplify

• Research • Strategy • Tools and activities
• Competitive landscape • Strategic areas of branding • Calendar
• Your differentiators • Messaging framework

Together. Free your energies

Self-Branding - A Six Step Process

What are you good at? What are you passionate
about?

Is there a market for what How cluttered is the
you are passionate about? field?

How are you different? Competitive Landscape

Together. Free your energies

Potential area for branding

What are you good at?

Knowledge + Skill + Track Record

Together. Free your energies

Potential area for branding

What are you
passionate
about?

Knowledge + Skill + Track Record + Interest

Together. Free your energies

Potential area for branding

Is there a
market for
what you
are
passionate
about?
Knowledge + Skill + Track Record + Interest + Opportunity

Together. Free your energies

Potential area for branding

How
cluttered
is the
field?
Knowledge + Skill + Track Record + Interest
+ Opportunity - Existing Brands

Together. Free your energies

Potential area for branding

How are
you
different?

Knowledge + Skill + Track Record + Interest +
Opportunity - Existing Brands + Potential Differentiation

Together. Free your energies

Competitive landscape

Expectations of your TA

Emerging trends in the domain

Future sustainability of the domain

Value vis-à-vis existing brands

Threat of new brands

Together. Free your energies

Alignment in strategic areas of branding

To get the most out of a branding
strategy, three essential elements must
be aligned – Theme, You, Delivery

Together. Free your energies

Key message development

What are you?

What have you achieved?

What do you offer?

What do you want to achieve?

How do you plan to achieve?

Together. Free your energies
Kris Poté All rights reserved - Capgemini 28/10/09

Promotional toolkit

1 Speaking at forums 6 Blogging

2 PR 7 Networking

Selective advertising
3 8 Authoring (co-authoring) a book

4 Article contribution in media 9 Research publishing

5 Website 10 Organizing an event

Together. Free your energies

Key question

What is one thing you will
do differently tomorrow
based on what you learnt
today?

Together. Free your energies

Stand Out in a Crowd

Together. Free your energies

Together. Free your energies

www.capgemini.com
Together. Free your energies
23

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Branding and You

1. Branding and You! By Arunav Sinha 1. Why self-branding? 2. Process of self-branding 3. Plan development for self-branding 4. Refinement 5. Implementation These are personal views and not of Capgemini

2. Need for differentiation “The „surplus society‟ has a surplus of similar companies, employing similar people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.” Kjell Nordström and Jonas Ridderstråle, Funky Business Together. Free your energies

3. What the workshop entails? Applying branding principles on individual leaders Give a framework of branding Develop an activity plan for execution Together. Free your energies

4. What these leaders stand for? As a current or future leader, what you stand for? Together. Free your energies

5. Question? As a current or future leader, what you stand for? Are you perceived the way you want to be perceived? Most importantly, are you sure of the way you should be perceived for? Together. Free your energies

6. Branding Value Chain Stack Branding Process Simplify Amplify Exemplify Marketing Need Measure ICBM Strategic Areas of branding Vision Product/Touch points Image Framework CREED SEED DEED INDEED Touch points Product touch points Properties Infrastructure Together. Free your energies

7. Branding Process Simplify Amplify Exemplify • Research • Strategy • Tools and activities • Competitive landscape • Strategic areas of branding • Calendar • Your differentiators • Messaging framework Together. Free your energies

8. Simplify Together. Free your energies

9. Self-Branding - A Six Step Process What are you good at? What are you passionate about? Is there a market for what How cluttered is the you are passionate about? field? How are you different? Competitive Landscape Together. Free your energies

10. Potential area for branding What are you good at? Knowledge + Skill + Track Record Together. Free your energies

11. Potential area for branding What are you passionate about? Knowledge + Skill + Track Record + Interest Together. Free your energies

12. Potential area for branding Is there a market for what you are passionate about? Knowledge + Skill + Track Record + Interest + Opportunity Together. Free your energies

13. Potential area for branding How cluttered is the field? Knowledge + Skill + Track Record + Interest + Opportunity - Existing Brands Together. Free your energies

14. Potential area for branding How are you different? Knowledge + Skill + Track Record + Interest + Opportunity - Existing Brands + Potential Differentiation Together. Free your energies

15. Competitive landscape Expectations of your TA Emerging trends in the domain Future sustainability of the domain Value vis-à-vis existing brands Threat of new brands Together. Free your energies

16. Amplify Together. Free your energies

17. Alignment in strategic areas of branding To get the most out of a branding strategy, three essential elements must be aligned – Theme, You, Delivery Together. Free your energies

18. Key message development What are you? What have you achieved? What do you offer? What do you want to achieve? How do you plan to achieve? Together. Free your energies Kris Poté All rights reserved - Capgemini 28/10/09

19. Exemplify Together. Free your energies

20. Promotional toolkit 1 Speaking at forums 6 Blogging 2 PR 7 Networking Selective advertising 3 8 Authoring (co-authoring) a book 4 Article contribution in media 9 Research publishing 5 Website 10 Organizing an event Together. Free your energies

21. Key question What is one thing you will do differently tomorrow based on what you learnt today? Together. Free your energies

22. Stand Out in a Crowd Together. Free your energies

23. Together. Free your energies www.capgemini.com Together. Free your energies 23

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