personal branding (2014)
DESCRIPTION
What is branding? How can I use this for me?TRANSCRIPT
By
Roger Claessens , prof. UBI
For
paperJam 11/02/2014
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Personal Branding
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We are amongst We are amongst « EXPERTS« EXPERTS » »
This workshop will be a This workshop will be a platform to share our platform to share our
experienceexperience
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Structure of the workshopStructure of the workshop2 Questions 2 Questions
What is branding ?What is branding ?How can I use this for me?How can I use this for me?
What is your first What is your first BRANDBRAND which which
comes to mind?comes to mind?
Why? Why?
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Could your neighbour introduce
YOU?
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Branding will influence Branding will influence HOW you are HOW you are PERCEIVEDPERCEIVED
Why is one worth SO much more than the other?
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Which is which?
The origin of the The origin of the word word
« BRANDING »« BRANDING »
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A BRANDA BRAND
But is the But is the
cowboy cowboy
a PRO?a PRO?
SUBSTANCE !SUBSTANCE !
TRAVAIL DE TRAVAIL DE FONDFOND
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A BRAND HAS AN A BRAND HAS AN IDENTITYIDENTITY
What is the What is the PROMISEPROMISE
in this in this casecase??
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A BRAND A BRAND EQUALS EQUALS
A PROMISEA PROMISE
……AND in AND in this case? this case?
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A BRAND EQUALS A BRAND EQUALS A PROMISE A PROMISE
A BRAND SHOULD MATCH A BRAND SHOULD MATCH EXPECTATIONSEXPECTATIONS
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A BRAND IS NOT ONLY A BRAND IS NOT ONLY ADVERTISINGADVERTISING
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A BRAND IS NOT ONLY A BRAND IS NOT ONLY DESIGNDESIGN
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“Design is not decoration. It is not the surface appearance of a product. It is not about colour or
stylistic details. It is the way the product works!” S. Jobs
A BRAND COULD MATCH A BRAND COULD MATCH DREAMSDREAMS
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A BRAND SHOULD BE A BRAND SHOULD BE AUTHENTICAUTHENTIC
Authenticity is vital as it
increases your LEVERAGE
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A BRAND SHOULD BE A BRAND SHOULD BE RECOGNISEABLERECOGNISEABLE
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A BRAND A BRAND EXPLOITSEXPLOITS
SYMBOLISMSYMBOLISM
What makes a great story? •Unexpected ending•Structure•Your hope is fulfilled•Meaning•Fills gaps •Participative •Connective •Empathy •Can be told over and over again
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A BRAND IS A A BRAND IS A STORYSTORY
“ All great stories start with a white page ”
Source: AUDI
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A BRAND IS A A BRAND IS A STORYSTORY
1° Start a conversation with all the stakeholders2° Look around (research, insight, emotion, rationalisation)3° Define your direction4° Define the message5° Choose the media6° Follow up with the stakeholders to adjust the message if required
The classical steps of BRANDING
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Rebranding IF NEED BE IF NEED BE REBRAND!REBRAND!
What goals should be reached to become a great Brand?
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MY VALUES & MES NORMS
A culture of excellence
A culture of motivation 30
A culture of listening 31
32A culture of empowerment
34A culture of follow-up
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At the end of the day:
•What is your point? What is your point? •Why should one Why should one
care?care?•Who should care?Who should care?
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What is your first What is your first BRANDBRAND which which
comes to mind?comes to mind?
Why? Why?
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CUSTOMER CUSTOMER KNOWLEDGE =KNOWLEDGE =
AWARENESS ATTITUDES &
USAGE
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What is your TOP OF THE MIND BRAND & WHY?
The top of the mind brand DISTINCT COMPETITIVE ADVANTAGE
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Attitudes are the opinions associated
with the brands, products, services….
The attitudes towards the brands can help
determine the brands’ weaknesses and
appealing factors.
• Usage patterns help reveal the how the respondents are interacting with the brand, product or service!
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“The rise of social media makes it more important than ever to get the branding fundamentals right”
“You do not need to rewrite the marketing playbook but to exploit social media opportunities while keeping an UNWAVERING FOCUS on meeting the customers’ needs” (HBR Dec, 2010)
Everything considered, branding is a matter of marketing in the classical sense of the term, but with
different means and at digital speed. (R.Claessens)
Promise Expectations
Dreams ProfileMarket Image Goals
Motivation Culture
Perception
AttitudeReputatio
nStory
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KEY WORDS MENTIONED
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1Self Assessment
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Now that we know branding
HOW can we use it? When was the last
meeting with
Yourself?
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DO YOU HAVE WHAT IT DO YOU HAVE WHAT IT TAKES?TAKES?
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Options
1.Never2.Occasionally 3.Frequently4.Always
WHAT MOTIVATES YOU?WHAT MOTIVATES YOU?54
DO YOU FEEL YOU THINK EFFECTIVELY?DO YOU FEEL YOU THINK EFFECTIVELY?
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DO YOU KNOW WHAT DO YOU KNOW WHAT YOU NEED TO KNOW?YOU NEED TO KNOW?
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Manage your Manage your life as if it life as if it were your were your businessbusiness
• What is your biggest problem and how can I solve it?
• Careers are a jungle gym, not a ladder.
• Just being nice is not a winning strategy.
• Is this good for me? 58
WE ARE, EVEN IF WE DO NOT WANT TO, ALWAYS IN COMPETITION
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2Additional skills
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What can I do better?
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MORE SKILLSMORE SKILLSHelp you moving Help you moving
forwardforward
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YOU YOUR
PROFESSIONAL
•Ever heard about an augmented product?
•Imagine you as a product64
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Going through the learning
curve & thinking like an
entrepreneur
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This PC is the result of a way of thinking:
Better
Faster
Cheaper
Smaller
Simpler
Smarter 67
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Visualise one way you can go!
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In the final analysis a variety of SKILLS contribute as much as a formal academic training to SUCCESS
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A THING TO REMEMBER
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3Visualise yourself as
an entrepreneur
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Did you ever meet an
entrepreneur who wanted
to go bankrupt?
YOUYOU AS AN AS AN ENTREPRENEURENTREPRENEUR… … WHAT DOES IT MEAN?WHAT DOES IT MEAN?
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Lack of Lack of focusfocus
Wasted Wasted timetime
Lack of Lack of sleepsleep
MeetingsMeetings
Bad decisionsBad decisionsDiscussionsDiscussions
WHERE IS MY ENERGY GOING?
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BEING BUSY DOES NOT MEAN
MAKING MONEY orINVOICING
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What is in it for me?
What is going to generate
income?
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HOW AM I GOING TO GENERATE CASH CASH TO PAY
FOR IT ALL?
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•“A very powerful motivator is to be competitive with yourself”
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ALL OF US WANT TO ALL OF US WANT TO MOVE UPWARDS MOVE UPWARDS NOT DOWNWARDSNOT DOWNWARDS
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GOALS?GOALS?HAVE YOU TAKEN TIME TO DEFINE DEFINE
THEM PROPERLY?
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4Look for a coach
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What DO YOU THINK is required to be
successful Talent
Ambition
Hard work
Fun
Sense of friendship
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YOU ARE NOT ALONE
Remember
• Having self-confidence is wonderful and a positive quality to successfully navigate life.
• However, as often true, too much of a good thing
can become a bad thing. Overconfidence is
a weakness and most would agree that arrogance is undesirable.
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The complacency zone is a The complacency zone is a dangerous place to be!dangerous place to be!
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Congratulations you failed, you tried, keep
GOING!
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YOU CAN CHANGE YOUR LIFE BY YOU CAN CHANGE YOUR LIFE BY CHANGING YOUR STATE OF MINDCHANGING YOUR STATE OF MIND
A STATE OF MIND• I listen • I treat myself as a company • I treat the company as if it was
my own• I do not have a job but a step in
the direction I figured out93
A STATE OF MIND• I focus on solutions• I focus on understanding• I expect the best and I believe in
the best• I…whatever it takes….
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THE LAW OF DELIBERATE CREATION
• Being clear on what you want • Focus on what you want• Belief in what you want• Move towards what you want
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MAKE AN IMPROVEMENTDEVELOP A NEW SKILL
START A BLOGFIND A MENTOR
HAVE A PET PROJECTDO IT ! DO IT !
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5My tips for you
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You can improve your
memorisation!
How does memorisation work?How does memorisation work?
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Long term memory 100
How does memorisation work?How does memorisation work?
A brief recognition by the mind of what the senses
take in
Very small amount of facts that you can hold in the mind at any one time
Practically limitless capacity
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Very small amount of facts that you can hold in mind at any one
time
PRACTICALLY LIMITLESS CAPACITY
1. ENCODING 2.RETRIEVING
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UNE POSSIBILITE
PRACTICALLY LIMITLESS CAPACITY
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The mental pictureThe mental picture W H A T IS A B A N K ?
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You can improve your
decision making process!
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Getting out
• You are in the Arizona desert in the hottest time of the year. Because of a fire, the plane had to land and most of the contents have been destroyed but fortunately none of the three passengers and the pilot are hurt. You know that you are about 75 miles from the nearest town. Fortunately you have some pieces of equipment and items left that you could use for your survival.
• The decision to make is: either to stay put and wait for help or move and walk the 75 miles to the nearest town.
• Whatever the decision it needs to be taken unanimously!
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Getting out• Below is list of available items, you should list them in order
of importance to your survival, one being the most important, and decide what items to take with you in case you decide to move:1. Compass 2. Small transistor radio3. Shaving mirror4. Snake repellent5. 5-liter of water for the four of you6. 4 square meter of opaque plastic7. Mosquito netting
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8. 1 case of rations 9. Maps of the
desert 10. Cushions11. 5 litre of an
oil/gas mixture 12. 1 bottle of rum13. Two boxes of
chocolate14. 5 meter of ropes15. One boomerang
Decision Making
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Decision Making
• Overestimation of intuition and underestimation of what we need for the analytical part of the decision making process will induce:
IRRATIONAL PERSEVERANCEIRRATIONAL PERSEVERANCE
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Decision Making
• System 1 operates automatically and quickly with little or no effort and no sense of voluntary control. It includes the innate skills that we share with other animals.
• System 2 allocates attention to the effortful mental activities that demand it, including complex computations. It requires attention and effort.
• When system 1 runs into difficulty it calls on System 2 to support more detailed and specific processing.
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6CONCLUSIONS
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REMEMBER•Being a learning person•Creating a disciplined
environment•When working with others,
doing it with a team spirit
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REMEMBER•People oriented•Being conscious that people pay
for added value only •Your on-going involvement
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REMEMBER•Never stop trying to improve•Want more out of life than jus a
pay check•YOUR DEEP FULL COMMITMENT
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• Use your personal name
• Have some fun• Know your
story• Be consistent• Get out there• Think long term
Be aware of the mythsBe aware of the myths& Last tips& Last tips
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Question• “Are you ready for the interview?”Answer •“I am born ready!”
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Leave from here thinking
that YOU ARE
AWESOME
“All you really need is the determination to make it work, the persistence to keep at it when things go
wrong and the absolute conviction
that you can succeed.”
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WHAT YOU WILL BE ABLE TO DO AFTER A GOOD DISCUSSION
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Your copy of the slides on
WWW.ROGERCLAESSENS.EU