Personal Branding for Success

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Personal Branding for Success Dr. Oyewole O. Sarumi

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Personal Branding Definitions I • Personal branding is a description of the process whereby people and their careers are marked as brands. • Personal branding concept suggests instead that success comes from self-packaging.

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Personal Branding Definitions II • Personal Branding is also defined as the creation of an asset that pertains to a particular person or individual this includes but is not limited to the body clothing appearance and knowledge contained within leading to an indelible impression that is uniquely distinguishable.

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Definition of Personal Branding • Personal branding describes the process by which individuals and entrepreneurs differentiate themselves and stand out from a crowd by identifying and articulating their unique value proposition whether professional or personal and then leveraging it across platforms with a consistent message and image to achieve a specific goal. - Dan Schawbel

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Definition of Personal Branding • Personal branding is basically the way you market yourself to the world. • Your personal brand is what other people think of you. • In some ways it’s outside your control but you obviously have some influence over it.

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Definitions cont’d “A brand is a person’s gut feeling about a product service or organization.” • – Marty Neumeier

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History of Personal Branding • Personal branding self-positioning and all individual branding by whatever name was first introduced in 1937 in the book Think and Grow Rich by Napoleon Hill. • The idea surfaced later in the 1981 book Positioning: The Battle for Your Mind by Al Ries and Jack Trout. More specifically in "Chapter 23. Positioning Yourself and Your Career - You can benefit by using positioning strategy to advance your own career. Key principle: Don’t try to do everything yourself. Find a horse to ride". • It was later popularised by Tom Peters in 1997.

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Gain a Competitive Edge by Establishing a Personal Brand • Brands from McDonalds to Google have all claimed headspace in the minds of their spectators so why cant you • By establishing a personal brand it allows you to differentiate and position yourself from the competition and claim your job.

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Your Personal Brand • Your Personal brand defined your total perceived value relative to competitors as viewed by your audience.

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Is Personal Branding Avoidable • Personal branding is unavoidable. As others interact with you they’ll automatically form mental associations that connect you with certain labels often within the first few seconds. • You can’t avoid being labelled and other people can’t avoid labelling you.

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Is Personal Branding Avoidable • It happens automatically because our brains are wired to recognize patterns and form associations. • The labels people attach to you become part of your personal brand.

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How you Are Branding Yourself How Are You Branding Yourself – If you type an email you’re branding yourself. – If you have a conversation with a friend or family member you’re branding yourself. – How you dress what you eat and how you talk all contribute to your brand. • Think of your brand as the summation of all the associations about you that are stored in people’s minds.

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This is a Product

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This is a Logo

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A personal brand •If you are online in any way you are building your own personal brand

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But I’m not a soft drink… • Yes you are like.... • Coke • Apple • Starbucks • Guninnes • Nike

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But I’m human…. • So is.... – Michael Jordan – Paris Hilton – Tiger Woods – Elvis Presley – Mick Jagger – Olu Jacobs – Tu Face  Celebrity are brands and they influence and you too can if you become a brand.

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Personal branding is the process whereby people and their careers are marked as brands. Wikipedia

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"Regardless of age regardless of position regardless of the business we happen to be in all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today our most important job is to be head marketer for the brand called You." - Tom Peters in Fast Company 1997

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The Concept

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Steps To Personal Branding

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Personal Brand Pyramid

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The Process of Personal branding The Process: • A well-executed personal branding campaign creates….. A Strong Consistent Specific Association….. …….between the individual and the perceived value they offer.

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The Process of PB cont’d • Personal branding typically begins with establishing an inventory of core competencies expertise demonstrated abilities and existing level of recognition informed by market research or feedback. • Questions to be answered revolve around who needs to know about you what need are you best-positioned to fill and what differentiates you from others in your field or space

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The Elements of Personal Branding Personal Branding consists of 3 elements: • Value Proposition: – What do you stand for • Differentiation: – What makes you stand out • Marketability: – What makes you compelling

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Elements of Personal Brand When broken down the elements of Personal brand are: • Personal Appearance - Including clothing hygiene and attractiveness. • Personality - Your values goals identity and behaviour. • Competencies - These are cognitive business communication and technical skills that enable you to perform your job responsibilities. • The Differentiator - Offering a unique value proposition or benefit to your target audience.

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What to do • When branding yourself remember that you must create a strong and consistent brand. • You cannot gloss over it just because its about you. • IT IS A REAL WORK

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Strong Personal Brands • Strong brands are: – clear about who they are and what they are not which is why branding yourself can be an easy process. – You already know who you are and what you are not. – Strong brands are also consistent its easy to be consistent in who you are.

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The Personal Brand Cycle

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The Madonna Example • Lets take for example Madonna: – She was her brand. – Since the start of her career she has had the ability to change consistently throughout her career. – This made her stand out from among other performers. – This in essence strengthened her individual brand.

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Celebrity have Influence

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What PB Does for You By branding yourself effectively you will: – Establish yourself as an expert in your chosen field. – Build a solid reputation within your industry. – Increase your notoriety and improve your perceived value in the marketplace.

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The Key To Successfully Branding Yourself • The key to successfully branding yourself and doing it effectively is to: – Establish a personal brand identity. – Focus your message on who you are and what you stand for within your chosen field. – Get the word out through a variety of media channels that are viewed by the people most likely to be interested in your message.

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The Consequence of PB • As people begin to see your name and become aware of the benefit and knowledge that you offer: – Before you know it thousands of people will not only know who you are – They will begin to seek out your services and expertise. – They will identify with your brand which is YOU.

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A Quick test of personal branding • Personal branding has a lot to teach us about personal growth. It’s a rich place to explore. • It consists of 2 parts: – Your External Brand Test – Your Internal Brand Test

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Your External Brand Test • You are encouraged to try this exercise with your friends family and co-workers. • Now ask everyone to describe you with 3 adjectives and you’ll learn a great deal from it. Note: – This is what they think you are. – It is what they see you to do or be. – They are what you mirror to the world • Everyone is right because these brands all exist in their minds.

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Your Internal Brand Test • In addition to your external brand which is how most people think about personal branding you also have an internal brand. This is what you think of yourself. • What 3 adjectives would you use to describe yourself • Take a moment to think about that and write them down. – Is this a brand you feel good about – Does it really resonate with you – Is this the same image you project to the world – If you could change those adjectives what would you change them to

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Some Answers for me • If I were to do this exercise I’d probably pick intelligent curious and direct. Other words I could use to describe myself include honest growth-oriented happy independent blunt unconventional deep compassionate loving purposeful ambitious conscious focused disciplined strategic responsible thorough persistent practical funny holistic clever inquisitive creative accepting and inspired.

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"Your Brand is what people say about you when youre not in the room” - Jeff Bezos Founder of Amazon

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The 4 F’s of Relations

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Brand Interaction: Merging Your External Internal Brands Brand interaction: • It’s expected that your internal brand and your external brand won’t completely coincide and that’s OK. • These incongruencies can create interesting interactions that help you grow in unexpected ways.

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Merging Your External Internal Brands • Once you’ve gotten yourself assigned a few adjectives in someone else’s mind it can be very difficult to change that. • So just make the best of the adjectives you’ve been assigned by turning them in positives.

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Merging Your External Internal Brands • When you learn how others see you you can “play back at them” by acknowledging their expectations. • Instead of trying to fight your own branding roll with it and turn it into a strength. • This actually helps you reconnect your external brand with your internal one.

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A Practical Example • “If I see myself as curious while others see me as quirky I can accept the quirkiness label and run with it. I can see how quirkiness still aligns with my internal brand. Quirkiness connects well with being creative and unconventional. It can also fit with intelligence because some people associate quirkiness with genius. Geniuses are strange people with odd personality quirks right By acknowledging and accepting what other people think of me I can help to bring that projected image into better alignment with my own self-image. This helps other people connect with me as I am instead of connecting with a false projection of who they think I am”. – Steve Pavlina

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The 5 B’s of Building Brand

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Be Ubiquitous: Create multiple streams of “you”

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Be Social: Effectively manage your “social systems”

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Be Interesting: Write photograph share give

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Be Remarkable: Do something worthy of a remark

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Be Yourself: Let your personality shine through

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The 8 Personal Brand Strategy

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“If you want to be known for everything you’ll be known for nothing.”

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"Your personal brand is a promise to your clients... a promise of quality consistency competency and reliability.” - Jason Hartman

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Where You can be a Brand

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Start-Up Business: Guy Kawasaki

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Technology: Robert Scoble

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Marketing: Seth Godin

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Personal Branding Working Plan

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Personal Branding Working Plan

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Personal Branding is NOT Career Management

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Conclusion

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“Just like the gold rush this is going to end…what are you waiting for” — Gary Vaynerchuk

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“If anyone google your name and you aren’t there you aren’t living.” WS

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Wrap Up • If you are online you are creating your own brand • Dedicate 15 minutes a day on your personal brand • Participate. Share. Engage. • Combine your personal branding skills with the role you play in the Optimist Club