Slides for the presentation delivered at the London Language Show on 14 October 2017, focussing on personal branding for freelance translators and interpreters.

1. PERSONAL BRANDINGFOR FREELANCE TRANSLATORS & INTERPRETERS
#languageshow
@3ptranslation

2. MY NAME IS MARTINA
➤ ITALIAN FREELANCE TRANSLATOR AND
INTERPRETER
➤ OWNER & DIRECTOR OF 3P TRANSLATION
➤ BUSINESS ADVISOR & SEMINAR TUTOR AT
LONDON SOUTH BANK UNIVERSITY
➤ MARKETING GRADUATE
➤ WROTE MY PG DISSERTATION ON PERSONAL
BRANDING FOR FREELANCERS
IF YOU WANT TO KEEP IN TOUCH
WWW.3P-TRANSLATION.COM
FACEBOOK 3P TRANSLATION
TWITTER @3PTRANSLATION
INSTAGRAM @MARTINA3P
#languageshow
@3ptranslation
HELLO!
©2017

3. TOMORROW
12.15 TOP TIPS TO SUCCEED AS A PROFESSIONAL TRANSLATOR
13.30 NETWORKING FOR TRANSLATORS & INTERPRETERS
#languageshow
@3ptranslation
©2017

4. PERSONAL BRANDINGFOR FREELANCE TRANSLATORS & INTERPRETERS
the boring bit
DEFINITIONS
RESEARCH CONTEXT, PROBLEM, AIMS
RESEARCH DESIGN
FINDINGS
the fun bit
DEFINING YOUR PERSONAL BRAND
COMMUNICATION TOOLS
RECOMMENDATIONS
#languageshow
@3ptranslation
©2017

5. WHAT IS A BRAND?
➤ A BRAND IS A NAME OR A SYMBOL, OR A COMBINATION OF THE TWO,
THAT IDENTIFIES AND DIFFERENTIATES COMPANIES AND PRODUCTS
FROM THOSE OF COMPETITION
(AMA, 2013)
➤ A BRAND IS ALSO THE ATTRIBUTES AND MEANINGS THAT
CONSUMERS ATTACH TO THAT NAME OR SYMBOL, FROM THE QUALITY
AND BENEFITS OF THE PRODUCT OR SERVICE SOLD, TO MORE
COMPLEX VALUES AND BELIEFS. IT IS THOSE MEANINGS AND
ATTRIBUTES THAT CAN ULTIMATELY GIVE THE BUSINESS A
COMPETITIVE ADVANTAGE
(KELLER, 2013)
#languageshow
@3ptranslation
©2017

6. #languageshow
@3ptranslation
©2017

7. #languageshow
@3ptranslation
©2017

8. FUN
HAPPINESS
FAMILY TRADITION
FRESHNESS
CHILDHOOD
FRIENDS JOY
PLEASURE TOGETHERNESS
CHRISTMAS QUALITY
#languageshow
@3ptranslation
©2017

9. WHAT IS BRANDING?
➤ BRANDING IS THE PROCESS THAT COMPANIES USE TO ATTACH THE
DESIRED MEANINGS AND ATTRIBUTES TO A NAME OR SYMBOL
THROUGH MARKETING PROGRAMMES AND OTHER ACTIVITIES
(KELLER, 2013)
➤ A BRAND, WHEN CAREFULLY MANAGED TO STIMULATE POSITIVE
REACTIONS IN THE CONSUMER, CAN BRING VALUE TO THE COMPANY
(KELLER, 2013)
#languageshow
@3ptranslation
©2017

10. WHAT IS PERSONAL BRANDING?
➤ THE ENSEMBLE OF THE PROCESSES OF MARKETIZATION OF THE SELF
FOR THE EMPOWERMENT AND PROFESSIONAL SUCCESS OF THE
INDIVIDUAL
(GANDINI, 2016)
➤ PERSONAL BRANDING ENTAILS CAPTURING AND PROMOTING AN
INDIVIDUAL'S STRENGTHS AND UNIQUENESS TO A TARGET AUDIENCE;
IT BEGINS BY DEFINING A BRAND IDENTITY AND THEN ACTIVELY
COMMUNICATING IT TO THE MARKETPLACE
(LABRECQUE ET AL., 2011)
#languageshow
@3ptranslation
©2017

11. WHAT IS PERSONAL BRANDING?
➤ THE GOAL IS TO DIFFERENTIATE ONESELF AND STAY AHEAD OF THE
COMPETITION
(SHEPHERD, 2005)
➤THE ASSUMPTION IS THAT PEOPLE CAN BE COMPARED TO PRODUCTS
COMPETING IN A MARKET, SO THEY CAN SHAPE THE PERCEPTIONS,
THOUGHTS AND FEELINGS THAT OTHERS HAVE TOWARDS THEM
THROUGH BRANDING ACTIVITIES
(VALLENILLA AND RIOS, 2014; BENCE, 2015)
#languageshow
@3ptranslation
©2017

12. CONTEXT & PROBLEM
➤ PERSONAL BRANDING IS ADVOCATED
AS A MAJOR SUCCESS FACTOR IN
THE POPULAR FREELANCE
LITERATURE, BUT NO EVIDENCE OF
ITS IMPACT COULD BE FOUND
➤ MAINSTREAM MARKETING &
BRANDING THEORY IS BASED ON
LARGE COMPANIES AND PERSONAL
BRANDING THEORY IS MAINLY BASED
ON JOBSEEKERS
➤ IS THE POPULAR LITERATURE RIGHT?
DOES PERSONAL BRANDING
ACTUALLY HAVE AN IMPACT ON THE
SUCCESS OF FREELANCERS? WHAT
KIND OF IMPACT?
#languageshow
@3ptranslation
©2017

13. THE AIMS
➤ IDENTIFY THE TOOLS USED BY
FREELANCE WORKERS TO BUILD
AND MAINTAIN THEIR PERSONAL
BRAND, BOTH ONLINE AND
OFFLINE
➤ MEASURE THE IMPACT THAT
PERSONAL BRANDING HAS ON
FREELANCE CAREER SUCCESS
#languageshow
@3ptranslation
©2017

14. WHAT IS PERSONAL BRANDING TO FREELANCERS?
➤ THE PERSONAL BRAND IS THE SET OF RELEVANT AND AUTHENTIC
PERSONALITY TRAITS THAT FREELANCERS CAN LEVERAGE TO SELL THEIR
SERVICES
➤ AN ASSET THAT CONTRIBUTES TO THE SUCCESS OF THE FREELANCER BY
ATTRACTING MORE CLIENTS WHO ATTACH POSITIVE MEANINGS AND VALUE TO
THE BRAND AND THUS ‘BUY INTO’ THE BRAND
➤ PERSONAL BRANDING IS THE PROCESS OF FINDING THOSE PERSONALITY
TRAITS AND COMMUNICATING THEM TO OTHERS CONSISTENTLY, IN A WAY THAT
MAKES THEM ‘BUY INTO’ THE BRAND
➤ PERSONAL BRANDING STARTS WITH AN EXPLORATION OF THE SELF TO FIND
THOSE PERSONALITY TRAITS AND SKILLS THAT ARE MOST RELEVANT TO THE
TARGET AUDIENCE
#languageshow
@3ptranslation
©2017

15. BUSINESS
NAME
LOGO
WEBSITE
BLOG
SEO
SOCIAL MEDIA
ONLINE NETWORKING
OFFLINE NETWORKING
REGULARITY
CONSISTENCY
AGE
EDUCATION
AREA
EXPERIENCE
BUSINESS STRATEGY
HOURS
WORKED
PERSONAL BRAND
ELEMENTS, TOOLS &
MANAGEMENT
SUCCESS?
FREELANCE SUCCESS MODEL
#languageshow
@3ptranslation
©2017

16. ➤ 234 FREELANCERS, OF WHICH 86% TRANSLATORS & INTERPRETERS
➤ ALL BASED IN THE UK, 65% LIVING IN A PRIMARY URBAN AREA
➤ AGE: 18-55+
➤ EXPERIENCE: 0-21+ YEARS
➤ EDUCATION: 91% WITH AN UG OR PG DEGREE
➤ HOURS WORKED PER WEEK: 33% WORKS 20 HOURS OR LESS, 50% WORKS
20-40 HOURS, 17% WORKS FOR MORE THAN 40 HOURS A WEEK
➤ ANNUAL INCOME LEVELS EXTREMELY VARIED, FROM £350 TO £250,000
(TYPOS? LIARS?)
QUANTITATIVE QUESTIONNAIRE
#languageshow
@3ptranslation
©2017

17. ➤ THE SAMPLE IS NOT REPRESENTATIVE OF THE WHOLE FREELANCE
POPULATION
➤ HAVING ANOTHER JOB WAS NOT CONSIDERED
➤ NO WAY TO CHECK WHETHER RESPONDENTS WERE HONEST
➤ MANY OTHER FACTORS THAT PLAY A ROLE IN PERSONAL BRANDING WERE
NOT CONSIDERED (TOO QUALITATIVE FOR A SURVEY)
➤ QUESTIONS COULD BE INTERPRETED DIFFERENTLY (I.E. LIKERT SCALES)
LIMITATIONS OF THE STUDY
#languageshow
@3ptranslation
©2017

18. FINDINGS
➤ A BRAND NAME THAT DOES NOT
INCLUDE THE NAME OF THE
FREELANCER IS A PREDICTOR OF
HIGHER INCOME > FREELANCERS
OFTEN SEEN AS AMATEURS /
BRAND NAMES ARE MORE
SUGGESTIVE
➤ HAVING A LOGO MAKES NO
DIFFERENCE > THE ESSENCE OF
A BRAND LIES ELSEWHERE
#languageshow
@3ptranslation
©2017

19. FINDINGS
➤ HAVING A WEBSITE AND/OR A
BLOG IS A PREDICTOR OF HIGHER
INCOME: FREELANCERS CAN
COMMUNICATE THE DESIRED
BRAND ATTRIBUTES
➤ USING SEO CORRESPONDS TO
LOWER INCOME: CONTENT THAT
SOUNDS “FAKE”? TOO MUCH TIME
SPENT ON OPTIMISATION RATHER
THAN QUALITY?
➤ USING SOCIAL MEDIA FOR
PROMOTIONAL ACTIVITIES IS
BENEFICIAL, BUT NOT IF USED TO
NETWORK > EASY TO WASTE TIME?
#languageshow
@3ptranslation
©2017

20. FINDINGS
➤ CONSISTENCY IN ONLINE AND
OFFLINE COMMUNICATIONS
LEADS TO HIGHER INCOME >
STRONGER IMAGE AND
POSITIONING
➤ A HIGHER LEVEL OF OFFLINE
NETWORKING CORRESPONDS TO
A HIGHER INCOME > TRUST AND
RELATIONSHIPS ARE BETTER
BUILT IN PERSON
#languageshow
@3ptranslation
©2017

21. SO WHAT?
#languageshow
@3ptranslation
©2017

22. ➤ WHAT SKILLS ARE RELEVANT TO YOUR CLIENTS?
➤ WHAT PERSONAL TRAITS ARE RELEVANT TO WHAT YOU DO?
➤ WHAT MAKES YOU DIFFERENT AND UNIQUE?
➤ HOW DO YOU WANT YOUR CLIENTS TO PERCEIVE YOU?
EXPLORE YOURSELF
#languageshow
@3ptranslation
©2017

23. UNDERSTAND YOUR VALUES
#languageshow
@3ptranslation
©2017
1. AUTHENTICITY 4. COURAGE 7. PURPOSE 10. ENTUSIASM
SELF AWARENESS CONFRONTATION ASPIRATION ATTITUDE
SELF MASTERY TRANSFORMATION INTENTIONALITY ENERGY
SELF BELIEF ACTION SELFLESSNESS CURIOSITY
SELF TRUTH CONNECTION BALANCE HUMOUR
2. INTEGRITY 5. PERSEVERANCE 8. VISION 11. SERVICE
HONESTY PREPARATION ATTENTION HELPFULNESS
RELIABILITY PERSPECTIVE IMAGINATION CHARITY
HUMILITY TOUGHNESS ARTICULATION COMPASSION
STEWARDSHIP LEARNING BELIEF RENEWAL
3. AWARENESS 6. FAITH 9. FOCUS 12. LEADERSHIP
MINDFULNESS GRATITUDE CLARITY EXPECTATION
OBJECTIVITY FORGIVENESS CONCENTRATION EXAMPLE
EMPATHY LOVE SPEED ENCOURAGEMENT
REFLECTION SPIRITUALITY MOMENTUM CELEBRATION
©2006 Value Coach Inc.

24. “PEOPLE DON’T BUY WHAT YOU DO,
THEY BUY WHY YOU DO IT.
–Simon Sinek
#languageshow
@3ptranslation
©2017
FIND YOUR WHY
ted.com/talks/simon_sinek_how_great_leaders_inspire_action

25. HOW DOES YOUR BRAND
THINK?
TALK?
LOOK?
FEEL?
WHAT IS THE ESSENCE
OF YOUR BRAND?
#languageshow
@3ptranslation
©2017

26. WHAT TO COMMUNICATE?
YOUR PERSONAL BRAND
PERSONALITY
FUNCTIONAL ATTRIBUTES
EMOTIONAL ATTRIBUTES
VALUES
BENEFITS
#languageshow
@3ptranslation
©2017

27. WHAT TO COMMUNICATE?
YOUR PERSONAL BRAND
WHO YOU ARE
WHAT YOU DO
WHY YOU DO IT
HOW YOU DO IT
WHAT’S IN IT FOR THE CLIENT
#languageshow
@3ptranslation
©2017

28. ONLINE TOOLS
WEBSITE/BLOG
➤ COMMUNICATE YOUR BRAND
FEATURES AND VALUES
➤ USE A CONSISTENT TONE OF
VOICE
➤ PRIORITISE QUALITY OF CONTENT
OVER OPTIMISATION
#languageshow
@3ptranslation
©2017

29. WEBSITE
HOW?
➤ CLIENT-ORIENTED
➤ USER FRIENDLY
➤ EASY TO FIND
GOOGLE’S WEBMASTER
GUIDELINES
#languageshow
@3ptranslation
©2017

30. BLOG
HOW?
➤ RELEVANT TO YOUR TARGET
➤ UPDATED REGULARLY
➤ SEO FRIENDLY
➤ EASY TO READ
YOAST
#languageshow
@3ptranslation
©2017

31. ONLINE TOOLS
SOCIAL MEDIA
➤ USE THEM STRATEGICALLY AND
PLAN YOUR POSTS AHEAD
➤ NETWORK, BUT DON’T WASTE
TIME
➤ MAKE SURE YOUR PERSONALITY
AND YOUR BRAND COME ACROSS
#languageshow
@3ptranslation
©2017

32. SOCIAL MEDIA
HOW?
➤ RELEVANCE
➤ CONSISTENCY
➤ PLANNING
HOOTSUITE
BUFFER
#languageshow
@3ptranslation
©2017

33. NETWORKING
JUST DO IT!
➤ TRUST IS BETTER BUILT IN
PERSON THAN ONLINE
➤ GIVES YOU AN OPPORTUNITY TO
SHOW YOUR PERSONALITY AND
GIVE YOUR BRAND CREDIBILITY
➤ ALWAYS BRING BUSINESS CARDS
WITH YOU!
#languageshow
@3ptranslation
©2017

34. ➤ CHOOSE AN ORIGINAL BRAND NAME
➤ BE ONLINE
➤ DON’T WASTE TOO MUCH TIME ON SOCIAL MEDIA OR OPTIMIZING
YOUR CONTENT
➤ BE CONSISTENT
➤ NETWORK IN REAL LIFE
FINAL RECOMMENDATIONS
#languageshow
@3ptranslation
©2017

35. MARTINA@3P-TRANSLATION.COM
3P Translation @3ptranslation
THANK YOU!
@martina3p
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