Before you start building of your persona brand, it’s important to realize that • it should represent who you are • and where you want to progress in your career

1. Lenka Pincot
Chief of Staff, Project Management Institute
PERSONAL BRAND AS
CAREER ACCELERATOR

2. 1
2
WHAT IS PERSONAL BRAND
HOW TO START?
3 HOW TO DEVELOP YOUR
BRAND
Talking points
4
ROLE OF PERSONAL
BRAND IN YOUR CAREER
PROGRESSION

3. Personal brand
Authenticity
Content
+
He thinks he’s
innovative.. No way
She’s a leader,
like her ideas,
she is so brave!
She is reliable,
hard working,
great to be on
her team
He’s a real expert,
I’d love to meet him
What? That is just
not constructive
attitude
Why is he talking to
me? Never heard
of him

4. Let’s check your own personal brand in digital space
Google your name

5. Authenticity
Before you start building of your persona brand, it’s important to
realize that
• it should represent who you are
• and where you want to progress in your career
In any other case you risk the authenticity
Exercise:
• Pick-up max 3 areas in which you want to be recognized
• Describe in a sentence your personal brand you would like to
build
• Compare it with the results of Google search of your name
She likes cats
and books
She is leading
expert in her field

6. Consistency in brand building is the key
You don’t need to share everything you
do to prevent your brand from being
unfocused

7. PMI digital platform is a great place to start
2017 2019 2020 / 22 2023
From project management practitioner to internationally recognized thought leader on transformation and
innovation

8. Content – what to share and what not to share?
What do I actually want to say?
• Before you publish anything, take a quick test: does it support my image? Or will it be
distracting, and my image will be unclear?
• Choose when you support someone else's message and when you want to have your own
Content is closely linked to authenticity
• Your image and what you do needs to be consistent. For example, a blog about parenting
without being a parent, no one will believe me...
• If you want to change your current image and move on, plan and patiently follow it
• Think in years, not months and week

9. How to start?
Build your audience
• Clear message + data analytics – who reads and
follows me, testing topics that resonate
• Building a relationship, allowing your audience to
identify with you, engagement and active
communication are key
• Remember – when building followers, you need to
actively support those you want to connect with.
Get fans!! Then these fans help you develop your
own network

10. Platform
Public social network
• You are in complete control of the content
• Great competition, a lot of content and influencers
• Social network algorithms are not about you, but about monetization and benefits for social network operator
Commercial, i.e. organized by someone else
• Companies that host conferences, provide Insight content, have blogs
• The business model is often linked to sponsorship of paid services or paid content (e.g. IMD, sponsored
conferences, etc.)
Though-leadership hub
• Hub, which serves as a library of speakers and thought leaders
• The business model is based on membership fees, in return the operator promotes you as a thought leade
Custom website
• Personal platform of other thought leaders (e.g. podcasts, closed groups, events)
• When choosing a platform, consider how the mission and business model of the platform operator coincides
with yours
• How long does it have, how to use this reach for your own network
• Keep a library of your posts, always have a professional headshot and bio at hand

11. Career building is a long term effort
STORY STRATEGIE STRUCTURE

12. Empowering people
to make ideas a reality.

13. Q&A