MT116 Personal Branding

E-réputation
Personal
Branding

MT116
EMLYON Business
School ©2011 LHST

Agenda

Meaning Market Message Money
©2011 LHST

Is it all about Me?

What am I really worth Am I listening to my
to my community? Market
customers needs?

Money Me Message

What impression do I
How do I communicate
leave on my
Mearning my unique selling
community?
position?
After Bjorn Austraat
2011

©2011 LHST

The Meaning

©2011 LHST

What is branding ?

• A brand is a specific promise of
value
• A brand is also an image
created in the minds of people
• When you see a brand like
Hermès, Michelin or Carrefour,
you associate it with a set of
expectations
“A personal brand is like a piece of classical music on the
• A brand is also process used to
page it may be finished, but it’s not fully realized until it
reaches the ears of its audience” evoke the perceptions
Peter Montoya connected with a product or
service.

©2011 LHST

A holistic approach

Personal Branding is both =
Personal
Packaging
+ Personal
Development

Admin Economy Technology Talent
©2011 LHST

The Origins

• Napoleon Hill’s Think and Grow Rich
suggested that branding refers to the
"ways and mean of marketing personal
services“
• The term became “mainstream”
following the work of Tom Peters and
Peter Montoya
• Current evangelists include Bjorn
Austraat, Fadhila Brahimi, and Olivier
Zara
« The way to gain a good reputation is to
endeavour to be what you desire to appear. » • Also called impression management,
Socrates
online identity, reputation capital

©2011 LHST

Character, brand, and reputation

• The difference between
values, brand and
reputation
• How do you build your
reputation in the real
world?
• Viral communication et
actor/network theory
Brown, 2010
• Mnemes and social
marketing
« Your brand is what people say about you when
you are no longer in the room » Jeff Bezos, CEO
Amazon

©2011 LHST

The Market

©2011 LHST

The Market Economy

• Voluntary exchange of goods,
services, and information
• Consumers are free to choose
according to their tastes and
preferences
• Governed by an “invisible hand” of
supply and demand
" Economy is the method by which
• Perfect information, flexible and
we prepare today to afford the decentralized
improvements of tomorrow.”
Calvin Coolidge • In the real world, market economies
do not exist
©2011 LHST

The Digital Economy

• Economy based on the electronic
exchange of goods, services and
people
• N. Negroponte “Processing atoms
to processing bits”– moving from
physical goods to services to
finance
• Digital Intermediation – everything
" Who needs to pays us $350,000 a
year if they can get an … Indian in one point in time becomes
radiologist for $25,000 a year”.”
US radiologist quoted by Wachter,
“virtual”
2006
• Anywhere, anytime, anyhow?
©2011 LHST

The Experience Economy

• Service economy – value comes
from services embedded in the
product
• Pine and Gilmore argued that
differentiation today comes from
creating “experiences”
• Starbucks, Michelin, Hermès,
Apple
• Companies provide “stages”,
managers are “actors”, customers
"Experience is knowledge, are active “spectators”
everything else is information"
-- Albert Einstein

©2011 LHST

The Attention Economy

• Thomas Davenport - Attention is
focused mental engagement
• Human attention is an increasingly
scarce commodity
• Approach to economics to improve
how consumers, producers, and
intermediaries manage information
• Product costs are tied to immediacy,
personalization, authenticity and
“Attention is a bit like real estate, in that
accessibility
they're not making any more of it. Unlike • Elevator pitches, Google rankings,
real estate, though, it keeps going up in
value” politics
Seth Godin, 2011

©2011 LHST

The Hook

• Even asking for 30 seconds of
attention is a « tall task »
• What is your hook?
– Does it fit on a business
card?
– Does it answer “what do you
do” in an interesting,
memorable way?
– Does it earn you the right to
continue the conversation?

©2011 LHST

The Message

©2011 LHST

Customer perceptions of value

Attribute Consequence Goal Based
Based Based
•Product’s •Desired • Customer’s
features and consequences sense of
functions in context purpose
•An accountant •Balanced books • A well run
company

Woodruff, 1997
©2011 LHST

Three ring circus (theater)

• intersection areas that
represent the points of
difference
• points of parity that afford
no competitive advantage
• points of difference giving
your competitors an edge
• undiscovered or unmet
needs of your customers

©2011 LHST

Location aware

• The religious reference is
unlikely to cause
consternation in an urban
center
• The poster is displayed a
metro – the likely mode of
transportation of people living
in smaller apartments
• The ad copy resonates with
the audience and creates a
feeling of belonging, intuitive
understanding and “being on
the same team,”

©2011 LHST

Mirror, mirror on the wall

©2011 LHST

Metaphorical Stories

•Values are communicated in stories
•A brand is a story that’s never
completely told.
• A brand connects with something
intensely human – the origins of myths
•Stories create the emotional context
people need to locate themselves in their
own experience.
The Business Value Roadmap ™

Scott Bedbury, Creator of Nike & Starbucks

©2011 LHST

Richard Branson, Virgin

“The idea that business is just a
numbers affair has always struck
me as preposterous. For one
thing, I’ve never been particularly
good at numbers, but I think I’ve
done a reasonable job with
feelings. And I’m convinced that
it is feelings – and feelings alone
– that account for the success of
the Virgin brand in all of its
myriad forms.”

©2011 LHST

Is what you measure what you get?

What can a personal brand do
for you?
• Accelerate your job search
using a multi-channel
communication strategy
• Transition more easily into a
new career
• Be prepared for change and
gain clarity on long-term
career objectives

©2011 LHST

From attributes to benefits

• Unique Ability/Talent
• Experiences (glue)
• Ancestral or Heritage
• Personality or Style
• Philosophy or Beliefs
• Integrity & Ethics

Bjorn Austraat 2011

©2011 LHST

Self development and packaging

Skills Feature Benefit
Technology skills Promise of contributing rapid Competitive advantage
and ongoing innovation
Teamworking Productivity multiplier for No drama, more output
skills increased team output
Degree from an Inferred prestige and credibility Smart by association
elite institution in customer interactions
Analytical skills Solid decision making based on Peace of mind
realistic view of raw data

An example :
“I write PHP code” >> “I create online shopping experiences that are profitable and easy to extend and maintain.
Visitors love my work, site owners can sleep at night.”

Bjorn Austraat 2011

©2011 LHST

Tell me your (short) story

•An image in the
minds of people?
•A set of
expectations?
•A promise of
value?
• What is your
hook?

©2011 LHST

A process rather than a thing

•Creating and defining your
personal abilitions
• Formulating your unique
selling position
•Developing a well-balanced
action plan
•Implemeting your brand –
making your brand reality
Goldsmith, 2009

©2011 LHST

Communications tools - SNA

• Project
execution
• Authorship
• Conversations
• Networking
• Narrative
Management….
©2011 LHST

Working plan

What skills and attributes do you bring What are your « customers »
to the table? challenges and opportunities?

How do you fit into your
customers’ stories? How can we define a « Happy
End

©2011 LHST

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