Zilele Biz - Antreprenoriat - Larisa Petrini, Saatchi & Saatchi

1. BUSINESS IS … PERSONAL!

2. DELUSION
THE PUBLIC CARES ABOUT YOUR
BUSINESS
REALITY
THE PUBLIC DOESN’T KNOW YOU
EXIST

3. DELUSION
YOU’RE OFFERING SOMETHING
DIFFERENT/SUPERIOR THAN YOUR
COMPETITORS
REALITY
YOU’RE OFFERING PRETTY MUCH
THE SAME SERVICES

4. WHAT YOU DO MAY NOT BE UNIQUE, BUT
YOU ARE!

5. WELCOME TO THE BRAND
YOU
WORLD!
A WORLD BEYOND YOUR CONTROL!

6. Recession
Globalization and global competition
Outsourcing
Consolidated markets & businesses
Powerful communication platforms/networks
Complex & switching careers
More disruptors

7. YOU are also affected by environmental
and economic factors beyond your
control …

8. Changing times, changing
business models

9. Make the shift!
Conformity driven mentality
vs.
Self marketing mentality

10. PERSONAL BUSINESS MODEL CANVAS

11. 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)

13. DELUSION
WE DON’T CARE ABOUT BRANDS ANYMORE
REALITY
IN THE FACE OF STIFF COMPETITION,
GENERICS LOSE.
PEOPLE ARE WILLING TO PAY 80-100%
MORE FOR BRANDED PRODUCTS.

14. DELUSION
YOU NEED TO BE ‘SOMEONE’ TO CRAFT
YOUR BRAND
REALITY
WE ARE ALL BRANDS
IF YOU’RE NOT BRANDING YOURSELF YOU
CAN BE SURE OTHERS ARE DOING IT FOR
YOU

15. DELUSION
BRANDSARE BUILT
REALITY
BRANDSARE REVEALED.AUTENTICITYIS KEYTO
ANYTHING YOU DO
- IT DRIVES TRUST
- BUILDS REPUTATION

16. A PERSONAL BRAND IS …
… a perception or emotion,
maintained by somebody else,
describing the total experience of
having a relationship with you

17. 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%)

18. A PERSONAL BRAND IS …
 A great opportunity
 Shorter way to success
 A passport for being independent
 A story that never ends
 A vivid metaphor

19. THE 10 Cs

20. 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

21. 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

22. Constant
It’s always visible and accessible
Compelling
It’s appropriate, interesting and relevant to
its creator’s target audience

23. 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

24. Committed
Its creator is “in it for the long haul”
Current
It’s based in today, with room to evolve
tomorrow

25. #1 Extract
Unearthing Your Unique
Promise of Value
Goals
Vision and Purpose
Values and Passions
Personal Attributes
Target Audience
Competitors
Brand Profile

26. # 2 Express
Building Your Brand Communication Plan
The Right Communications Mix
Communications Wheel
Content Theme
Connecting Your Brand
Communications Skills
Your Place in Cyberspace

27. #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

28. THEY BET ON THEIR PERSONAL BRAND!

29. Ferragamo
Versace
Yves Saint Laurent
Prada
Armani
Cartier
Bang & Olufsen
Mercedez-Benz
Bentley
L’Oreal
Rolls Royce
Dom Perignon

30. WHY DON’T YOU DO IT?