proses menemukan cara mengkomunikasikan seseorang, sebuah jabatan, sebuah peran melalui Personal branding design dan perencanaan untuk mengembangkan seseorang menjadi makna branding memerlukan kecermatan untuk memulai dan menentukan penampilan dan sajian yang tepat

1. Writing Skill For
Executives Branding
Kresnayana Yahya, M. Sc

3. “Awali branding Anda dengan tulisan.”
~ Edy Zaqeus

5. 9 Steps to Build Your Personal Brand (and Your Career)
Figure out
what you do
best and
what you are
known for
Figure out
how it's
relevant to
your
industry
Build out
your social
profiles
Keep
updating
your content
and brand
You can't be
a brand
alone
Help people
understand
why they
need your
services
Make sure every
interaction
leaves them
feeling like you
have lived up to
your brand
statement
Keep your
personal
brand and
your personal
life separate
Create
content and
get it out
there

18. Last Words…
A Personal Brand Must Sincerely Care
about Achieving Destiny! “Success
means never letting the competition
define you. Instead you have to define
yourself based on a point of view you
care deeply about.”
Tom Chappell, CEO, Tom’s of Maine

19. WhoAmI.com
Marketing yourself and your skills online , on time and every where
Are you a BRAND

20. OBJECTIVES
Create Awareness On Personal Branding
Take Home Ideas You Can Implement

21. The Foundation Of
Personal Branding
P+A+ B = R
Perception + Attitude + Behavior = Reality
M + M + M2 = R
Message + Media + Market2 = Results

22. what
ROLES do you play?
STANDARDS
what kind of
do you have?
what is your
STYLE?

23. ROLES our relationship with others
• Key relationships
• Roles vary depending on the
relationship
• Your roles are the reason you are
in a relationship

24. Our ROLES with others in business
• What a brand does for you.
• The customer is the most important
relationship in a business.
• The customer sets the bar for the
relationship but the company sets
the expectations.

25. Example of ROLES
• Father/Mother
• Daughter/Son
• Sister/Brother
• Student
• Employee

26. ROLES vs. JOBS
• Your role is defined by what you
do for the customer.
• Your job is defined by what you
do.
• Roles in jobs can change
depending on the customer.

27. ROLES and Responsibilities
• After you define a role, responsibilities
are implied.
• Figuring out the responsibilities and
keeping up with them is part of a brand
role.
• Your brand is based on how effectively
you meet your responsibilities and live
up to your roles.

28. STANDARDS as modifiers.
• It’s not who you are, but what you
do and how you do it.
• Sometimes overlaps with style.
• How you do things can shape the
nature of the relationship with
others i.e. consumers, subordinates,
family, community.

29. Perception
• Perception becomes reality.
• Want to be perceived as a detail oriented
individual, then the actions must speak for
themselves.
• We set our standards for how we want the
relationship to be seen, and understood.
• Perception is built through our actions not
intentions.

30. Judging by STANDARDS
• People make judgment of your actions.
Not only what you do, but also how well
you choose to do it.
• One must invest time and effort to create
a standard for themselves.
Ex: You want your boss and coworkers to rely on you for certain
tasks requiring a specific level of expertise. You must have
demonstrated that quality by placing enough research time
and effort to acquiring that level of experience.

31. Examples of STANDARDS
• Reliably efficient - Creatively undisciplined
• Non-judgmental listener - Assertively
opinionated
• Proficient net-worker - Focused on a close
circle of friends
• Open-minded - Orthodox
• Unfocused - Detail Oriented
• Situational Values - Consistent Values

32. Stick by your guns.
• Can’t please everyone.
• Focus on what you hold true and the
message you want to send.
• Standards could be positive and
attractive to one and the complete
opposite to another.
• Standards vary depending on the nature
of the relationship.

33. STYLE Elements
• Descriptives are Highly Subjective
–
–
–
–
–
–
Introverted vs. Extroverted
Open minded vs. Biased
Friendly vs. Crass
Easygoing vs. Rigid
Upbeat vs. Cynical
Always in a hurry vs. Very Reflective

34. It’s not uncommon for
people to describe the
brands in their lives
strictly in terms of style.

35. President Obama has charisma.

36. Personal Brands
The Next Revolution!
(manufacturing revolution)

37. Get The Edge!
What Words, Phrases,
Emotions Do You Own?

38. Be An Orange!
Stand Out In The Barrel
Of Apples
Be An Sunkist Orange

39. BRAND MANAGEMENT TOOLS
GUIDELINES: have standards that will be used
as your manifesto
TRAINING: improve yourself
SPECIAL EVENTS: promote and create special
focus on your brand dynamics
REWARD AND RECOGNITION: don’t take
things for granted
… QUESTION, PROBE, EVALUATE,
CHALLENGE…

40. BRAND MOMENTS are
the times when your unique
combination of roles,
standards, and style will be
put to test.
YOUR BRAND WILL SHINE
OR FADE.

41. PERSONAL BRAND
The
you create will become a dynamic
presence in your life. But to remain
strong, it must be renewed everyday. It
must become a part of everything you
do.
BRANDS are relationships. They
reflect values.

42. “Success Is The Progression
Of A Worthy Ideal”
-- Earl Nightingale

43. Personal Branding
vs.
Personal Development

44. Skills = Possibilities

45. Take inventory of what YOU offer
— Major skills and abilities
— Social, technical or field-specific skills
— Important personal attributes (hard-working,
trustworthy, results-oriented, decisive)
— Ask: Where have I successfully used these abilities,
skills and attributes?

46. Why Look at Transferable Skills?
— Leverage skills for new opportunities
— Target skills will offer the greatest personal reward
— Identify areas of strength and interest
— Identify areas for growth and development
— Identify areas of burnout or dissatisfaction
— Data for self-marketing/ personal branding

47. 3 Types of Skills
— Technical/ Work-specific skills are specific to a job and are not easily
applied in other environments or situations. These skills tend to be technical
and specialized.
— Functional/transferable skills can be applied in most environments and
situations. They incorporate various combinations of data, people, and thing
skills. Examples of functional skills include communication, planning,
organizing, managing, analyzing, and problem-solving.
— Self-management skills (sometimes referred to as personality traits) are
related to how we conduct ourselves and are rooted in temperament. Examples
of these skills include taking the initiative, resourcefulness, being goodnatured, and reliability.

48. Competency Curve
Rise From The
“Sea of Sameness”
(vague vs. specialized)

49. “Its not what you are that counts,
but what people think you are.”
-- Joseph Kennedy

50. The Reality
Its NOT That You Have To Think
Like A CEO; Its That you HAVE To
Be Perceived As A CEO
(Jack Welch to Hugh Heffner)

51. Image Is What They See,
A Brand Is What They Think &
Feel, It Conveys Ownership!
(attract / repel)

52. Personal Brand?
The unfair advantage every individual has
by capturing the value of our Personal
Characteristics, Attributes and Life
Experiences in a package that we effectively
communicate to our audience, leveraging the
specific ‘use value’ that comes from our
Unique TalentTM. (intrinsic genius)

53. What Does a Brand Represent?
• Positive Expectation (benefits)
• Promise to your Market
• Preferred (privileged) Position
• Owns Equity of the Mind
• Highest Level of TRUST
• Unique (cannot be copied)

54. Objectives
n
n
n
What is Branding? Understand its
importance in the fullest sense.
Understand your personal brand
promise and how your distinct talent
contributes to the strategic direction of
your team and organization.
Design your personal brand to better
distinguish your talent and contribution
and to deliver inspired performance.
54

55. Experiences
Equate Credibility

56. Unique Experiences
• Specialized Knowledge Creates a
Higher Use Value
(specialist vs. generalist)
• Ownership, YOU are the
Undisputed Authority

57. Wheaties
The Breakfast Of Champions
Vs.
Special K

58. One Word
Branding is Summed-up
as
TRUST

59. Reasons Why
1. Trust Person
2. Respect Person
3. Respect Company
4. Product Benefits
5. Product Price
+ 11. Like-ability

60. Managing Your Brand
Your Personal
Communication
& Positioning

61. 3M’s
Message + Media + Market2
= Powerful Brand!

62. Why Personal Brands Fail
• Ignorance, People FAIL to recognize they are a Brand!
• Try to be All Things to all people [Need Laser Focus]
• Fail to tap into their True Passion/Unique Talent in Life
• Professionals don’t realize their External Perception
• Lack of consistency in behavior and image portrayed
• Right Message, Wrong Market!
• Fail to recognize Competitors Brand [Emotion]
• Fail to have a Mentor to Advise them (lone wolf)
• Fail to Reposition properly against another brand

63. Branding Methodologies
• Networking
• Newsletters
• Interest Mail
• Post Cards
• Letter Series
• Testimonial Letters
• Referrals
• Personal Website
• E-Mail
• Multimedia
• Adjunct Professor
• Write A Book
• Networking Club
• Speaker

64. A brand is many things but four
features are critical:
A brand is:
1. Communication
2. Truth
3. Promise & Expectations
4. Differentiation

65. Branding Methodologies
• Testimonials
• Mentoring
• Association Boards
• Community Boards
• Letters To The Editor
• Tips, Trends &
Surveys
• Camera Opportunities
• Calendar Listings
• Endorsement Letters
• 800#
• Brochures
• Create A Worthwhile
Event (Sales Major)
The Samurai Group

66. Branding Methodologies
• Press Releases
• Publish Articles
• Write A Column
• Contribute to Pubs
• Radio/TV Interview
• Host Radio/TV Show
• Audio/Video Tape
• Alliances
• Joint Ventures
• Co-Branding
• References
• Case Studies
• Stories
• Sponsor An Event
The Samurai Group

67. Great brands are characterized by:
Their ability to
Communicate