Conceptualisation of a Personal Brand

1. Conceptualization – Personal Branding

2. What is a Brand?

Unique design, sign, symbol, words, or a combination of these,
employed in creating an image that identifies a product and
differentiates it from its competitors. Over time, this image
becomes associated with a level of credibility, quality, and
satisfaction in the consumer's mind (see positioning). Thus
brands help harried consumers in crowded and complex
marketplace, by standing for certain benefits and value. Legal
name for a brand is trademark and, when it identifies or
represents a firm, it is called a brand name. See also corporate
identity.(http://www.businessdictionary.com/definition/brand.html, 02.03.2013, 12:30)

3. What is a Personal Brand

Not only products, services or companies, can be brands, but
also people; called "personal brands"; only slight adjustments
are necessary to the original brand definition:

A combination of unique values, strengths, passions, ambitions,
ways of communication and expertise employed in creating an
image that identifies a person and differentiates it from its
competitors. Over time, this image becomes associated with a
level of credibility, quality, and satisfaction in the target
audiences mind (see positioning). Thus brands help their target
audience in a crowded and complex world, by standing for
certain benefits and value.

4. Conceptualization of a Personal Brand
The individual core of a Personal Brand

So what does a Personal Brand consist of?

It consists of several layers

5. Conceptualization of a Personal Brand
The individual core of a Personal Brand

The inner core of a Personal Brand: Values

These represent the foundation and framework of a Personal
Brand; everything that follows has to consistent with the inner
core: the values

6. Conceptualization of a Personal Brand
The individual core of a Personal Brand

The second layer of a Personal Brand: Mission and Vision

These define what's a persons purpose is and what he wants to
achieve with his life (how he/she wants to change the world)

7. Conceptualization of a Personal Brand
The individual core of a Personal Brand

The third layer of a Personal Brand: Strengths and Passions

These state which talents a person has, where he/she is good
at and what a person enjoys doing

8. Conceptualization of a Personal Brand
The individual core of a Personal Brand

The forth layer of a Personal Brand: Behaviour and way to
communicate (style)

The style is all about how the person interacts with others.
(However these have to consistent with the persons values)

9. Conceptualization of a Personal Brand
The individual core of a Personal Brand

The fifth layer of a Personal Brand: Expertise

While the layers before the fifth were regarding a persons soft-
skills and deeply held beliefs, the fifth layer is related to hard-
skills: what does a person know, on which subject/field is
he/she an expert, what skills does he/she possess (that might
support the knowledge), is he/she an expert in a niche("owning"
this niche)?

Remember: a Personal
Brand has to be an ex-
pert in at least one
particular field

10. Conceptualization of a Personal Brand
The collective core of a Personal Brand

Next to the individual core of a Personal Brand, there are
collective attributes and skills that are critical to success:

Intensely focus on your vision and its realization – this requires many sacrifices,
especially in the short-term and a continuous visualization of your long-term goal

Being clear about your values, your mission and your vision

Being always consistent in what you do, how you behave and why you do it
(values, mission, vision)

Networking always and everywhere - a Personal Brand does not perceive it as
networking anymore - it's his/her lifestyle

Willingness to give first – share knowledge, connect people, help others and do
not even expect that each of them will give you something back (it's rather like an
investment – 4/5 or even 9/10 will "flop" but one will give you back a myriad of
what you have invested)

Use multiple offline and online channels to promote your brand

Promote your Personal Brand frequently

11. Conceptualization of a Personal Brand
Matching of image and identity

Often there is a mismatch between what we think how others
see us (based on our own "Personal Brand Core", we think they
do perceive us the same ways we do ourselves) and how they
actually perceive us

Therefore it is of crucial importance to find out how they
perceive us, identifying the gaps and adjusting so that these
are eliminated and our Personal Brand Identity matches our
Personal Brand Image

12. Conceptualization of a Personal Brand
Define your Target Audience

As you have a clearly defined vision, you know what you want
to achieve. Your Target Audience consists of all stakeholders
that are important for you in order to realize your vision.
Therefore it is crucial to identify the appropriate Target
Audience (and its proper sub-segments). You will not make it
without its help

13. Conceptualization of a Personal Brand
Personal Branding Tools

Develop Personal Branding Tools that will consistently and
clearly reflect your brand and help you to enhance and promote
your brand. These involve a wide range of tools, starting with
traditional tools like your bio, your resume and cover letters and
ending with your voicemail message or email-signature

Other examples:

Personal Brand Statements

Personal Brand Profiles

Leadership addendums

Web portfolios

Blogs

Please keep in mind that you don’t only want to reflect your
brand with these tools, but also fit them to the preferences of
your previously defined Target Audience

14. Conceptualization of a Personal Brand
Channels of Brand Promotion/Communication

There are offline and online channels available

Offline channels include for example: publishing, writing
articles of a newspaper/magazine, Public Relations,
Private/public speaking events (seminars, workshops, etc.),
physical assets (clothing, furnishing of your office/home,
etc.)

Online channels include for example: blogging, websites,
Social Networks (Linkedin, Google+, Facebook,etc.), use of
topic-related forums

Again, it depends on your Personal Brand Core and the
availability and preferences of your Target Audience that
determines which channels are most appropriate

15. Conceptualization of a Personal Brand
Personal Branding

16. Thank you for your interest.