Personal Brand Power
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This presentation is about Personal Brand Power. This presentation was presented at the workshop for RMIT students in Vietnam in 2013.
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Personal Brand Power
- 1. Personal Brand Power Prepared for RMIT 2013 By Phong Nguyen
- 2. Agenda 1. Personal brand ID – What is it 2. Define you as a brand 3. Positioning yourself 4. Visualize your personal ID 5. Utilize your network
- 3. 1. Personal Brand ID • Personal ID elements • Personal Brand ID versus Personal Brand Image • Some examples
- 6. Profession Education Outlook Fashion Friends Public relation Personal gear Communication style Entertainment Music Social network Connection Age Home town Skin Marital Status Finger print Blood type Body structure Personal Identity Name Anything define who I am
- 7. Personal ID • Who you truly are • What do you think about yourself • How do you present yourself This or
- 8. Personal Image • Is how YOU are seen and perceived by Others This or
- 9. Personal Image Image is Opinion or perception of others about you
- 10. Image perception Can you control other people perception?
- 14. 2. Define you as a brand • Define your target audience • Define your goal toward that target audience • Define your USP (Unique Selling Point)
- 16. S.M.A.R.T. goals S - Specific (or Significant). M - Measurable (or Meaningful). A - Attainable (or Action-Oriented). R - Relevant (or Rewarding). T - Time-bound (or Trackable). I want to be a marketing guru in the next 15 years I want to be a brand manager in the next 5 years I want to be a researcher in next 2 years to understand the practicality of brand marketing I want to find a part-time job in market research agency to learn from great mentors
- 17. Life time goals Periodical goals S.M.A.R.T. goals S - Specific (or Significant). M - Measurable (or Meaningful). A - Attainable (or Action-Oriented). R - Relevant (or Rewarding). T - Time-bound (or Trackable). Staying the course
- 19. Career - "To be managing editor of the magazine that I work for." Artistic - "To keep working on my illustration skills. Ultimately I want to have my own show in our downtown gallery." Physical - "To run a marathon.” Life time goals Periodical goals Five-year goal: "Become deputy editor.” One-year goal: "Volunteer for projects that the current Managing Editor is heading up.” Six-month goal: "Go back to school and finish my journalism degree.” One-month goal: "Talk to the current managing editor to determine what skills are needed to do the job.” One-week goal: "Book the meeting with the Managing Editor."
- 20. USP What value you provide (what problem do you solve) How you do it uniquely Whom you do it for (your target audience)
- 21. USP Stay authentic Make it punchy and memorable Keep it reasonably short It ain’t cast in iron
- 22. Inspire people to transform “stuck” career management plans to vibrant opportunity creating strategies. – Career Coach With a passion for wine and a natural, open approach I inspire others to appreciate the pleasure of good wines in a fun way. – Wine Tasting Host Helps thought leaders write great books in just 90 days. 300 satisfied clients so far… – Mindy Gibbins-Klein
- 23. 3. Positioning yourself • Showtime Card exercise • Positioning Frame work • Some examples
- 25. Framework What would you do for me and my company? How I would describe you as my best employee? How would you make me feel when introduce you to my boss/colleagues? How would you make me look when accompanying with you in a meeting?
- 26. Brand Proposition • A unique promise to target consumer that only Vespa can provide Vespa inspires you & make yourself Unique & stylish to be confident and admired on the street
- 27. Fact & Symbol Product • Features • Form • Specification Brand • Logo • Symbol • Slogan • Packaging
- 28. Brand Personality Stylish - Fashionable - Classy
- 29. What the product does for me Functional benefit perception Premium scooter – Durable engine – Good performance - Trust-worthy over generations
- 30. How I would describe the product Brand Image perception Beautifully designed with Italian style European standard engine
- 31. How the brand makes me look Brand User Imagery Young - elegant - trendy - stylish
- 32. How the brand makes me feel Brand Emotional Benefit Perception Modern - fashionable - Classy Admirable
- 33. 4. Visualize your Personal Brand ID • Physical ID • Digital ID • Make it shined
- 35. Profession Education Outlook Fashion Friends Public relation Personal gear Communication style Entertainment Music Social network Connection Age Home town Skin Marital Status Finger print Blood type Body structure Personal Identity Name Anything define who I am
- 36. Think about yourself as a it needs a brandguideline
- 39. 5. Utilize your network • Think about 360 degree communication plan for your brand • Create WOM
- 44. Socialnetwork
- 50. Content is the King, outlookis the Queen Blog & Web
- 52. Thank you
Editor's Notes
- The competition in the job market is increasing every single day. Hundreds of thousands of job seekers enter the market every year in Ghana and the regular job opportunities are simply inadequate. As a result, in a typical job selection process, the review panel often has to make a difficult choice between several equally-matched candidates with similar qualifications and experiences. So, why would an employer choose you over the competition? You are likely to gain an added advantage if you think of yourself as a product and your search as a marketing campaign designed to move that product. Every product has a unique selling proposition (USP). For a product to break through the clutter and succeed, it's crucial that the company correctly identify a compelling USP, match it to the market, and communicate that message effectively. Identifying the USP pretty much boils down to this: what kind of problem does the product solve? What makes it unique? Why is it better than the next product on the shelf? As a job seeker, you're no different. You have a unique value proposition, too. Have you identified it? If you don't know what distinguishes you from the scores of other candidates who might be vying for the same job, the hiring manager isn't going to know, either. Your interest will best be served if you invest some time in thinking about and developing your Unique Selling Proposition, or USP. What is a Unique Selling Proposition (USP)? Known as a personal branding or a value-added statement, the USP is a succinct, one-sentence description of who you are: your biggest strength and the major benefit that a company will derive from this strength. The term USP, which first became popular in the world of marketing, has traditionally been used by companies to market their products in the face of stiff competition. It refers to that one thing that makes their product different from others. To put it simply, it is the reason why consumers will buy their product instead of the competitor's. Just like products have to be marketed to consumers, candidates have to market themselves to employers. The USP should answer a commonly-asked question at job interviews, "Why should we hire you?" What employers are usually looking for is a unique skill that can add values to their businesses. What Is Unique About You? The process of identifying your USP involves taking stock of your special skills. Ask yourself: What is that one thing that makes me unique? What makes me better than other candidates applying for a similar position with this company? What can I offer that no other candidate can? This could be a specialisation or experience in some specific area, which the hiring company views as significant. If you can recognise even one exceptional characteristic or skill-set that could slot you into a particular job, it will make a big difference in getting you the position. Any skills that directly or indirectly affect your job performance should be taken into consideration. You may also ask your friends or colleagues to provide input on your strengths, accomplishments, and things you've done that have helped distinguish you professionally. Using a combination of these elements will help you find your USP quickly. Your USP will be unique to you, and will provide an added dimension to everything you state in your cover letter, resume and interviews. Think of it as your own personal tagline. Many companies these days communicate their USP in their taglines and advertising. Telecom giant MTN stresses that you will find them “Everywhere you go.” Disney World describes itself as "the happiest place on earth." What is your own personal tagline? Crafting Your USP Once you are aware of both yourself and what the company is looking for, you need to compile the information in your resume. Craft your USP into a statement of around 10 to 20 words. Keep the following rules in mind: It is usually only one or two sentences long. It is stated in clear terms, and is easily understandable. It is believable. It emphasises some unique benefit that you provide better than others. Your USP comprises a unique amalgamation of skills, interests and talents, and is the golden wand that you should wave in front of your prospective employers, financiers or stakeholders. The USP statement is also referred to as your 'elevator pitch' – that brief statement of value you can communicate within 30 seconds. It should be concise enough to be communicated in the time it takes to ride the elevator with that top business guru you may never meet again. Sample USPs Your USP should be short but descriptive. It may capture your educational background, training, years of experience, business contacts, or your ability to motivate and inspire. You may need to adjust it based upon the job profile. Here are some examples: "I have five years of information technology experience. My expertise is in technical support and troubleshooting computer problems. My technical knowledge will be beneficial in reducing call waiting times and will substantially improve the efficiency of your technical support centre." This is my personal USP: “I am an inspirational speaker and a published author with a strong commitment to the development of Africa’s human capital. I seek to bequeath a legacy of knowledge-based products for current and future generations.” Whatever field you might find yourself in, here is a simple fill-in-the-blank statement for you to complete, which will guide you in crafting your USP, or at least get you started in the right direction: "Because of my _______, I can do _______ for you better than typical applicants." How to use your USP Once you have identified and crafted your USP, you should integrate it in all of your job hunting communications. Include your USP in the body of your cover letter. Typically, you'll reserve the first paragraph for explaining which position you would like, and how you've found it. You may add in a little about yourself and include your USP then, or you may save it for the next paragraph and add in one or two examples from your career history to encourage your reader to review your resume. In your CV or resume, add your USP to your career summary section or your objective. This must be clearly spelt out at the top of the page. Again, during your interview, your USP is especially helpful when you integrate it into your answers to classic questions like, “Why You?” “Tell me about yourself,” or even to the question, “Where do you see yourself in five years?” Imagine you leaning forward and telling an interviewer: "I'm a seasoned Retail Manager strong in developing training programs and loss prevention techniques that have resulted in revenue savings of over $1.2Million for XYZ Limited over the past 3 years." What a difference you would make with this statement. Your interviewers will probably give you their undivided attention. At this point, you might just add the following comment: "I'd like to discuss how I might be able to do something like that for you." That throws the ball firmly back in their court and you have the beginnings of a real discussion and not an interrogation process. With the benefit of years of experience in consultancy and interviews, we can ascertain that a strong and well communicated USP can make you a winner in an interview. Bear in mind that the statement of your unique benefit may subtly change depending on the prospective employer. If you are multi-talented and have notched significant achievements in different areas, say marketing, writing and organizing, you should highlight the one among them that speaks best to the particular job being applied for at any time.
- Target your audience Whom are you aiming your services at? A particular industry, geography, age demographic? Try to stay somewhat focused on a sector of the market and don’t spread yourself too thin. The reason personal branding has become critical for business and career success is that nobody wants to buy from the person that does everything for everyone. Look at what target audience would benefit the most from your services and zero in on this. Stay authentic When writing a personal brand statement it’s easy to get carried away and putting down what you’d like to be one day. The old “fake it until you make it” approach does carry some merit but don’t overdo it. Never call yourself a guru, ninja, samurai, expert or even thought leader unless you truly are one. Only your audience can determine whether you are an expert and you will know if that is the case. The aim of your statement is to inform and inspire the reader, not to scare them off with fancy titles. Make it punchy and memorable Using technical or big words could alienate your target audience. You want a seven year-old to understand and be able to repeat what you do. Whenever you introduce yourself at a networking event, stay punchy and memorable. Ideally you will want that person you were talking with to tell other prospective customers what you do – this will cover a lot of ground, trust me. Keep it reasonably short Less is more as they say. Your ability to describe exactly what you do in one sentence says a lot about your introspection and professional focus. In some cases you have to take up two sentence but always aim for one. I will give you a special dispensation to write more if you have done more things in your life than Tim Ferriss. It ain’t cast in iron You will soon find that you are going to tinker with your statement after it’s written up. It’s easy to change it but just don’t get carried away and change it every week. On the flipside, some people will never look at it again. Even though it’s time consuming, your personal brand statement should be revised at least once a year to reflect changes and advancements in your professional career. In order to be effective, it needs to stay current.