ABNY11 Week1-brand

A Brand New You:

Branding &
Personal Branding
‘Brands are built on what people are saying about
you, not what you’re saying about yourself’
- Guy Kawasaki

© Jade Tang | Term Two, Semester Two | Week 1

A Brand New You: The importance of Branding/Personal Branding
Bachelor of Design | Year Two Elective
http://abny2011.tumblr.com/

Who are you?



Who cares?



You should.
With proper personal-branding, not only will you find out more
about who you are, you will make the right people care about who
you are and open up a multitude of opportunities that are right for
who you are.



Top 100 Global Brands

--
http://images.businessweek.com/ss/06/07/top_brands/source/1.htm



The Brand Called YOU:
“Big companies understand the importance of brands.
Today, in the Age of the Individual, you have to be
your own brand.”

- Tom Peters

--
Tom Peters: The Brand is the Talent
http://www.youtube.com/watch?v=2nfGjVFIw1s



– It’s a new brand world.

That cross-trainer you’re wearing -- one look at the distinctive
swoosh on the side tells everyone who’s got you branded. That
coffee travel mug you’re carrying -- ah, you’re a Starbucks woman!
Your T-shirt with the distinctive Champion “C” on the sleeve, the
blue jeans with the prominent Levi’s rivets, the watch with the hey-
this-certifies-I-made-it icon on the face, your fountain pen with the
maker’s symbol crafted into the end ...

--
By: Tom Peters - August 31,1997
http://www.fastcompany.com/magazine/10/brandyou.html



– You’re branded, branded, branded, branded.

It’s time for me -- and YOU -- to take a lesson from the big brands,
a lesson that’s true for anyone who’s interested in what it takes to
stand out and prosper in the new world of work.

--
By: Tom PetersAugust 31, 1997



Regardless of age, regardless of position, regardless of the business
we happen to be in, all of us need to understand the importance
of branding. We are CEOs of our own companies: Me Inc. To be in
business today, our most important job is to be head marketer for
the brand called You.

- It’s that simple -- and that hard. And that inescapable.

--
By: Tom PetersAugust 31, 1997



The Brand is the Talent:

--
[ VIDEO ] Tom Peters: The Brand is the Talent
http://www.youtube.com/watch?v=2nfGjVFIw1s



The importance of
Personal Branding:
Branding yourself keeps you current in your chosen field, opens
doors for you, and creates a lasting impression on clients. By
developing your own brand, you’ll have control over people’s initial
perception. If you don’t brand yourself, someone else will, and the
outcome might not be in your favor.

- A strong brand influences its target audience

--
April 28th, 2010 by Joel Reyes
http://sixrevisions.com/project-management/why-branding-yourself-is-important/



The importance of
Personal Branding:
• Easier to Find You
• Build Trust and Recognition
• Stand Above the Rest
• Be a Memorable Force
• Become an Asset
• You’ll be seen as an Expert in Your Field

--



The importance of
Personal Branding:
• Easier to Find You (Google Yourself)
• Become an Asset

--



The importance of
Personal Branding:
• Build Trust and Recognition (Credibility Check)
• Become an Asset

--



The importance of
Personal Branding:
• Stand Above the Rest (Differentiate yourself)
• Become an Asset

--



The importance of
Personal Branding:
• Be a Memorable Force (Clever/Catchy name)
• Become an Asset

--



The importance of
Personal Branding:
• Become an Asset (What are your strengths?)

--



The importance of
Personal Branding:
• Become an Asset
• You’ll be seen as an Expert in Your Field (One Day...)

--



Make your Personal
Brand a Success:

--
[ VIDEO ] Entourage: Vinny Chase & Brand Names
http://www.youtube.com/watch?v=F613dbnA_WE



Branding a Company:
• Many restrictions
• Objective
• Inorganic



Branding yourself:
• Little - No restrictions
• Very Subjective
• Organic



Make your Personal
Brand a Success:



“ Brands are built on
what people are saying about you,
not what you’re saying about yourself ”

- Guy Kawasaki



The Top 5 Aspects
of a Successful
Brand.

--
Interbrand 2007: Marketers Report



5: Relevance
Do you make sense?

--



4: Creative/Design/
Brand Identity
Does your look match?

--



3: Message/
Communication
Do you talk the talk?

--



2: Understanding
the Demographic
Do you know who you’re talking to?

--



1: Consistency
Can we expect the same quality in everything you:
• Say?
• Touch?
• Do?

--



How to start
to build your
personal brand?



Ask yourself:
• How do people describe you?
• How do you describe yourself?
• What makes you different from your peers?



A Brand New You:

Branding &
Personal Branding
[ Exercise ]
Jade Tang | Term Two, Semester Two | Week 1: 28th September 2010

http://groups.google.co.nz/group/abrandnewyou2010

Examples:
Megan Burns (Design Student):
http://www.personalbrandingblog.com/what-
you-can-learn-from-well-branded-student-
meagan-burns/



Examples:
Kyle (Business Sudent):
http://www.employkyle.com/

http://careers.guardian.co.uk/careers-blog/
guardian-careers-launches-campaign-to-
employ-kyle



Define your own
brand/identity:
Key Questions
To determine how to brand yourself, first you need to identify:

1. Who is your audience?
2. How do you stand out from your peers?
3. Why do you do what you do?
4. What are your values?



Define your own
brand/identity:
Key Questions

1. Who is your audience? Target Market/Demographic?



Define your own
brand/identity:
Key Questions

2. How do you stand out from your peers? Key-Strengths?



Define your own
brand/identity:
Key Questions

3. Why do you do what you do? What drives the motivation?



Define your own
brand/identity:
Key Questions

4. What are your values? What do you hold true to yourself?



Define your own
brand/identity:
Key Questions

1. Who is your audience? Target Market/Demographic?
2. How do you stand out from your peers? Key-Strengths?
3. Why do you do what you do? What drives the motivation?
4. What are your values? What do you hold true?



A Brand New You:

Branding &
Personal Branding
[ Questions ]


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