Larisa petrini saatchi&saatchi
-
Upload
revistabiz -
Category
Business
-
view
127 -
download
2
description
Transcript of Larisa petrini saatchi&saatchi
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?