branding and you by arunav sinha

Branding and You! By Arunav Sinha

1. Why self-branding?

2. Process of self-branding

3. Plan development for self-branding

4. Refinement

5. Implementation

These are personal views and not of Capgemini

Together. Free your energies

Need for differentiation

“The „surplus society‟ has a surplus of similar companies,

employing similar people, with similar educational backgrounds,

coming up with similar ideas, producing similar things, with

similar prices and similar quality.”

Kjell Nordström and Jonas Ridderstråle, Funky Business


What the workshop entails?

Applying branding principles on individual leaders

Give a framework of branding

Develop an activity plan for execution


What these leaders stand for?

As a current or future leader, what you stand for?


Question?

As a current or future leader,

what you stand for?

Are you perceived the way you

want to be perceived?

Most importantly, are you sure of the way you should be perceived for?


Branding Value Chain Stack

Branding Process

Strategic Areas of branding

Vision Product/Touch points

Image

CREED SEED DEED INDEED

Touch points Product touch points Properties Infrastructure

Mark

eti

ng

Need M

easu

re IC

BM

Fra

mew

ork

Simplify Amplify Exemplify


Branding Process

Simplify Amplify Exemplify

• Research

• Competitive landscape

• Your differentiators

• Strategy

• Strategic areas of branding

• Messaging framework

• Tools and activities

• Calendar


Simplify


Self-Branding - A Six Step Process

What are you good at? What are you passionate

about?

Is there a market for what

you are passionate about?

How cluttered is the

field?

How are you different? Competitive Landscape


Potential area for branding

What are you good at?

Knowledge + Skill + Track Record



What are you

passionate

about?

Knowledge + Skill + Track Record + Interest



Is there a

market for

what you

are

passionate

about?Knowledge + Skill + Track Record + Interest + Opportunity



Knowledge + Skill + Track Record + Interest

+ Opportunity - Existing Brands

How

cluttered

is the

field?


Knowledge + Skill + Track Record + Interest +

Opportunity - Existing Brands + Potential Differentiation


How are

you

different?


Competitive landscape

Expectations of your TA

Emerging trends in the domain

Future sustainability of the domain

Value vis-à-vis existing brands

Threat of new brands


Amplify


Alignment in strategic areas of branding

To get the most out of a branding

strategy, three essential elements must

be aligned – Theme, You, Delivery

Together. Free your energiesKris Poté All rights reserved - Capgemini 28/10/09

Key message development

What are you?

What have you achieved?

What do you offer?

What do you want to achieve?

How do you plan to achieve?


Exemplify


PR

Promotional toolkit

Speaking at forums1

2

Selective advertising 3

Article contribution in media4

Website5

Networking

Blogging 6

7

Authoring (co-authoring) a book8

Research publishing9

Organizing an event10


Key question

What is one thing you will

do differently tomorrow

based on what you learnt

today?


Stand Out in a Crowd

Together. Free your energies23

www.capgemini.com


branding and you by arunav sinha

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