BUSINESS IS … PERSONAL!

DELUSION

THE PUBLIC CARES ABOUT YOUR

BUSINESS

REALITY

THE PUBLIC DOESN’T KNOW YOU

EXIST

DELUSION

YOU’RE OFFERING SOMETHING

DIFFERENT/SUPERIOR THAN YOUR

COMPETITORS

REALITY

YOU’RE OFFERING PRETTY MUCH THE SAME SERVICES

WHAT YOU DO MAY NOT BE UNIQUE, BUT

YOU ARE!

WELCOME TO THE BRAND

YOU

WORLD!

A WORLD BEYOND YOUR CONTROL!

Recession

Globalization and global competition

Outsourcing

Consolidated markets & businesses

Powerful communication platforms/networks

Complex & switching careers

More disruptors

YOU are also affected by environmental

and economic factors beyond your

control …

Changing times, changing

business models

Make the shift!

Conformity driven mentality

vs.

Self marketing mentality

PERSONAL BUSINESS MODEL CANVAS

How it function?

The key resources is YOU- Interests

- Skills and abilities

- Personality

- Assets you own and control

Takes into account- ‘soft’ costs (such as stress)

- ‘soft’ benefits (such as satisfaction)

DELUSION WE DON’T CARE ABOUT BRANDS ANYMORE

REALITYIN THE FACE OF STIFF COMPETITION,

GENERICS LOSE.

PEOPLE ARE WILLING TO PAY 80-100% MORE FOR BRANDED PRODUCTS.

DELUSION YOU NEED TO BE ‘SOMEONE’ TO CRAFT YOUR BRAND

REALITYWE ARE ALL BRANDS

IF YOU’RE NOT BRANDING YOURSELF YOU CAN BE SURE OTHERS ARE DOING IT FOR YOU

DELUSION BRANDS ARE BUILT

REALITYBRANDS ARE REVEALED. AUTENTICITY IS KEY TO

ANYTHING YOU DO

- IT DRIVES TRUST

- BUILDS REPUTATION

A PERSONAL BRAND IS …

… a perception or emotion,

maintained by somebody else,

describing the total experience of

having a relationship with you

A PERSONAL BRAND IS …

Pragmatic idea A self development machinery A tool for simplification A commercial package A set of tangible and intangible assets Your value on the market and a compelling

reason for it to have a relationship with YOU (30%)

A PERSONAL BRAND IS …

A great opportunity

Shorter way to success

A passport for being independent

A story that never ends

A vivid metaphor

THE 10 Cs

Correct

A successful brand reflects the personal

attributes, or qualities, of its creator

Concise

The brand can be captured in one or two

sentences describing its creator’s unique

promise of value

Clear

It’s sure about what it is and what it is not

Consistent

Its promise of value to customers,

managers, peers, etc. never changes

Constant

It’s always visible and accessible

Compelling

It’s appropriate, interesting and relevant to

its creator’s target audience

Clever

It’s highly differentiated and unique. It

sparks intrigue among its target market and

separates its creator from others with

similar skills and abilities

Connected

Its creator participates in the appropriate

communities and is part of a strong network

of partners, colleagues, and customers

Committed

Its creator is “in it for the long haul”

Current

It’s based in today, with room to evolve

tomorrow

#1 Extract

Unearthing Your Unique

Promise of Value

Goals

Vision and Purpose

Values and Passions

Personal Attributes

Target Audience

Competitors

Brand Profile

# 2 Express

Building Your Brand Communication Plan

The Right Communications Mix

Communications Wheel

Content Theme

Connecting Your Brand

Communications Skills

Your Place in Cyberspace

#3 Exude

Managing Your Brand Environment

Your Brand-Identity System

Using Your Professional Network

Extend Your Brand Network Building

Network Nurturing

Time Management in Networking

Network Interconnection

The Tech Advantage

Identifying Your Brand

Environment Defining

THEY BET ON THEIR PERSONAL BRAND!

Ferragamo

Versace

Yves Saint Laurent

Prada

Armani

Cartier

Bang & Olufsen

Mercedez-Benz

Bentley

L’Oreal

Rolls Royce

Dom Perignon

WHY DON’T YOU DO IT?