personal branding

Tom Scholte – January 2018

Contents

introductionI. personal branding mindsetII. discover & describeIII. comply

follow up

Introduction

personal brandingIncreases your impact, the appreciation of your work,of you as a professional and also therecommendations and questions for your servicesand activities.

personal branding vs. product

branding

Transformations- see different things- see things differently- do different things- do things differently

The experience

economy

“a transformation is a tailor-made experience with an

educational element and a changed individual as a

result.”

personal branding

- to align who you are with what you do

- a way of thinking and working to increase your impact

- to influence the way you are perceived by others

Intended transformation personal branding

session

• see yourself as a brand• you are able to create an experience and a transformation

• continously discover & reinvent yourself

• strategically communicate and express• who you are• what you do or want to do• how you do what you do

personal branding skills

- increase self-awareness and self-knowledge

- communicate offer and meaning

- to get yourself, your work and your impact noticed

- comply

- strengthen network

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How? : personal branding

canvas

I. take on a personal branding mindset

II. discover and describe your added value1. offer2. target audience3. brand values – experience- transformation

III. comply1. communicate2. activities, attitute and behaviour3. strengthen your network

personal branding canvas

You brand yourself as:1. knowledge expert

• personal branding, social media, inclusion, communication, leadership, team development, e-health, geographical information systems, etc. etc.

2. competency expert• cooperation, creativity, initiative, presenting, result-orientedness, etc. etc.

3. specialist in a specific role• consultant, coach, trainer, developer, graphic designer, manager,

communication advisor, accountmanager, accountant, etc. etc.

4. specialist in specific products/ services• communication workshop, business plan, website, bookkeeping, coaching,

photography, events, etc. etc.

You brand yourself with:1. values strived after

• happiness, open-mindedness, power, independence, challenge, etc. etc.

2. meaning created• increased revenues, commitment, clarity, improved employer satisfaction,

etc. etc.

3. emotion experienced• respect, joy, energized, pride, confidence, inspiration, etc. etc.

4. guided transformation• changed perspective, changed attitude, changed behaviour, etc. etc.

Final test - personal branding

moduleThe personal branding canvas provided you with the insights on your fields of interest/

expertise, your strengths, your values and your value/ meaning for other.

The final assignment of the personal branding module is to write a personal ‘character

description’ (400 - 500 words) of how you will brand yourself starting tomorrow. This

description is like your personal brand passport where you describe yourself or your

role in the third person including values, strengths, behavior, attitude, activities and

way of communication.

You can use character descriptions from books movies and plays for inspiration

This character description describes things you already do and also things you want to get

yourself doing in the near future. If you read it tomorrow, it brings a smile on your face

and fulfils you with joy that you are the one who is entitled to play this role.

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What are your desired personal branding results? (6-12 months from now)

1)

Which competences do you need to develop to realize

this?

1)

sparkling moment

- Look back on your professional activities of the past weeks. Select a ‘sparkling moment’. This is a moment:

- in which you explicitely experienced your impact on others, on an organization or on a project;

- in which you felt valued for something you did;- in which you were asked for advice, a new project or

something else.

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I. personal branding

mindset

1. time and attention2. professional window3. think about the problem of your target audience4. recognizable and distinctive5. a future focus6. focus your attention on the positive7. keep reinventing yourself

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I. personal branding mindset

I. discover and describe

1a) fields of expertise

- I am interested in…- I would like to know more about…- I am specialized in…- My field of expertise is…- I am reading books about…- I am studying …- …

examples fields of interest/

expertise

archiving non profit organizations cultural heritagesocial change global communities environmentmusic group building designingcommunication wild life talent findingnon profit funding cultural antropology media analysisNGO’s Middle East datarenewable energy digital media women studiesproject management recruitment organizational changesocial media contract management usability UXphoto archiving training strategy developmentmarine biology crisis communication brandinginternatinal events news writing budget management

5 questions about your #1 topic

1. Explain this topic in your own words2. Why is it an important topic?3. And why is that important?4. Summarize your answer of question 3 in one sentence.5. Summarize your answer of question 4 in one word.

1b) skills/ talents

1b) Johari

1b) Core qualities

core quality pitfall

allergy challenge

too much of a good thing

too much of a good thing

positiveopposite

positiveopposite

-

-

+

+

1b) skills/ talents

1b) skills/ talents

qualities/talents

explanation meaning/ valuefor others

experienced situation/ story

1.

2.

3.

1b) skills/ talents

1c) Role/ activities

2a) Values

“I don’t sell beer, I sell warmth.”

Freddie Heineken

2a) Values

2a) Values

1. explain in your own words

2. give an example situation where experienced or contributed to this value

3. give an example of a reference product, company, person, movie, book, …....

2c) emotion created

1) ‘target audience’

2) problem -challenge

3) actual solution; what did you do?

4) emotion of the otherpeople after cooperation

1. all staff reorganization/ restructuring,uncertainty

training/ coaching ‘reflecton your job’

motivated, knowing what to do, positive, thinking in opportunities

2. management savings, changes in goverment policies

hr advice supported, self confidence, knowing what’s going on insidethe organization

3. MBA students find a new job personal branding trainingclasses

knowing what to do en what to communicateincreased self confidence

2c) emotion created

Paul is an empathetic, committed and sincere designer whosupports socially relevant organizations that who they are is in line with the story they tell and the image they create

Paul develops education materials, promotional materials and other means of communication that contribute to a change in knowledge, attitudes or behavior.

Paul is committed to a sustainable world where people interactconsciously and respectfully with each other and with theirenvironment.

5) personal branding statement

<name> is a…, …, …, (3 personal traits/ characteristics)… (role) who contributes to …. (meaning/ value) for … (target organization/ people).

<name> …, …, …, (3 products/ services) to support … (meaning/value- what you want to add/change in this world).

5) personal branding statement

Follow up: your personal branding

strategy

1. define• the most important element to take on a personal branding mindset• the most important personal branding competencies to strenghten

2. plan to reflect and review your personal branding canvas

3. compliance strategy• communicate• express• strengthen your network

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personal brandingIncreases your impact, the appreciation of your workand of you as a professional and also therecommendations and questions for your servicesand activities.

Thank you

www.transformationcompany.eu

www.linkedin.com/in/tomscholte