A step by step process to create a brand plan for yourself

1. 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

2. 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
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3. What the workshop entails?
Applying branding principles on individual leaders
Give a framework of branding
Develop an activity plan for execution
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4. What these leaders stand for?
As a current or future leader, what you stand for?
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5. 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?
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6. Branding Value Chain Stack
Branding Process
Simplify Amplify Exemplify
Marketing Need
Measure ICBM
Strategic Areas of branding
Vision Product/Touch points
Image
Framework
CREED SEED DEED INDEED
Touch points Product touch points Properties Infrastructure
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7. Branding Process
Simplify Amplify Exemplify
• Research • Strategy • Tools and activities
• Competitive landscape • Strategic areas of branding • Calendar
• Your differentiators • Messaging framework
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8. Simplify
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9. Self-Branding - A Six Step Process
What are you good at? What are you passionate
about?
Is there a market for what How cluttered is the
you are passionate about? field?
How are you different? Competitive Landscape
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10. Potential area for branding
What are you good at?
Knowledge + Skill + Track Record
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11. Potential area for branding
What are you
passionate
about?
Knowledge + Skill + Track Record + Interest
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12. Potential area for branding
Is there a
market for
what you
are
passionate
about?
Knowledge + Skill + Track Record + Interest + Opportunity
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13. Potential area for branding
How
cluttered
is the
field?
Knowledge + Skill + Track Record + Interest
+ Opportunity - Existing Brands
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14. Potential area for branding
How are
you
different?
Knowledge + Skill + Track Record + Interest +
Opportunity - Existing Brands + Potential Differentiation
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15. 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
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16. Amplify
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17. Alignment in strategic areas of branding
To get the most out of a branding
strategy, three essential elements must
be aligned – Theme, You, Delivery
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18. 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?
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Kris Poté All rights reserved - Capgemini 28/10/09

19. Exemplify
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20. Promotional toolkit
1 Speaking at forums 6 Blogging
2 PR 7 Networking
Selective advertising
3 8 Authoring (co-authoring) a book
4 Article contribution in media 9 Research publishing
5 Website 10 Organizing an event
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21. Key question
What is one thing you will
do differently tomorrow
based on what you learnt
today?
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22. Stand Out in a Crowd
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23. Together. Free your energies
www.capgemini.com
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