To undertand what a brand is and how this relates to personal branding. To create a personal brand strategy and set brand goals. To use social media to market your personal brand.

1. STRATEGIC
PERSONAL
BRANDINGTAKING YOUR BRAND TO THE NEXT LEVEL

2. 2
Susan LopezDirector, Eridux Education
Susan Lopez is a consultant and change agent specializing
in developing skills in ambitious people to increase both
personal and organizational performance. Susan provides
training & development to management, leadership,
change management and other education and skills based
programs for an international client base. Susan is also
founder and Director of ERIDUX, a business education and
organizational effectiveness consultancy.
ERidux
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education

3. 3
Presentation
Take-aways
1. An understanding of the basics of
branding and its general concepts.
2. An understanding of what personal
branding is and how this relates to
branding in general.
3. An understanding of how to create a
personal brand by putting this
information into practice right now.
Take-
aways

4. what it is and what it isn’t
Understanding
branding

5. WHAT
IS A BRAND?

6. 6
!
MyBrand
Why are customers
driven to select one
brand more often than
others?
BUY!!
Leaf t-shirt!
cool for all purpose!
MyBrand
! !
! !

7. This is Key Concept #1
A brand is a set of mental associations,
held by the consumer, which add to the perceived
value of a product or service.
(Keller,1998)

8. 8
What is branding?
Branding is the creation
of these associations.
.

9. 9
What is
Personal
branding?
Personal branding is the process by
which people differentiate themselves
by articulating their unique value
proposition, leveraging it across
platforms with a consistent message
and image to achieve a specific goal.
This is Key Concept #2

10. 10
Key Concept #3
You are the ‘product’ with
which the brand is
associated.
You are not the brand.
.

11. 11
What a
personal brand
Is not
A personal brand us not ‘who you are’
or how you dress, or a list of skills and
experience—or any other personal
qualities.

12. isimportant
Why personal
branding

13. 13
Why is
Personal
branding
important?
Personal branding is
important because
building a unique,
well-recognized, and
respected brand adds
tremendous value
and can create a
significant competitive
advantage.

14. 14
02
Today’s competitive
market demands well-
crafted identities that are
able to stand out and
break through the clutter.

15. 15
01 03
02 04
Reason 1:
Personal branding
creates mindfulness of
the way you are
perceived by others
and also how you
would like to be
perceived.
Reason 3:
A well-crafted personal
brand can assist you in
establishing your
leadership style and
define how you want to
be known.
Reason 2:
The process of defining
your brand will
increase your self-
awareness as well as
help you define
priorities.
Reason 4:
Personal branding is
becoming increasingly
important because
modern audiences tend
to trust people more
than corporations.

16. 16
While reputation can still be closely linked
to a brand—and a brand can have a
reputation—a reputation is not a brand.
The difference
between a
BRANDand a
REPUTATION
Personal branding goes beyond reputation
to create a total image of what you stand
for in the mind of your audience.
This is Key Concept #4

17. 17
What is
Strategic
personal
Branding?
Strategic personal branding is
the creation of a long-term
plan for the development of
your brand in order to achieve
specific goals.

18. 18
RECAP
REVIEW
REMEMBER

19. 19
What we’ve covered so far:
,
O
A brand
is a set of mental
associations, held by the
consumer, which add to
the perceived value of a
product or service.
You
are not the brand. You
are the “product” with
which the brand is
associated.
Personal branding
is the creation of a brand
with which you would
like to be associated in
the mind of your
audience.
Personal branding
goes beyond reputation
and creates a total image
of what you stand for in
the minds of your
audience.
,
p Personal branding
adds value and creates a
competitive advantage.
O
Strategic personal
branding
is the creation of a long-
term plan for your personal
brand’s development.
26

20. Crafting
your personal
brand

21. 21
Purpose, Values
& Vision
Your Brand Your personal brand is a reflection of what
you stand for, so it should align perfectly
with your values, purpose, and vision—of
who, what, and where you would like to be.
33

22. 22
Your Brand
Purpose, Values
& Vision
Defining Your brand purpose and values form the
core of your personal brand’s identity.
Central questions to assist you in defining
your personal brand purpose, values, and
vision are:
1. “Why am I here?”
2. “What rules guide my purpose?”
3. “Where do I want to be?”

23. Defining your personal brand purpose.
Purpose
Question 1
What are the specific needs the brand exists
to address?
Question 2
What does the brand do to address
these needs?
Question 3
What are the guiding principles that
define the brand’s approach?
Question 4
Why do people choose you and not
your competition?

24. 24
02
Your purpose is your big
picture, the internal
vision of who you are
and what you would
like to achieve. It’s your
personal brand’s core
ideology.
Exploring Your
Personal Brand
Purpose
This is Key Concept #5

25. 25
Tap into
your CORE
values
A good way to examine your personal brand
purpose is to look at your core values.
Values act as a personal compass—providing
direction to the choices you make, the way
you behave.
BRANDVALUES

26. 26
Statement of
Personal brand
values
Crafting a clear and concise statement of
values will help focus your personal brand
and create an emotional connection
between yourself, your brand, and your
audience.
BRANDVALUES

27. 27
CORE VALUES
Rank the following values according to their importance in your life at this moment in time. You
can use this list to shape your personal brand and inform your brand goals.
FAMILY
To spend quality time with
my family.
LEADERSHIP
To play an important role in
the leadership of a group, a
company, or an organization.
HOME AND PLACE
To make my home in a
location and community that
supports my desired lifestyle
and personal values.
PERSONAL
GROWTHTo constantly learn new
things, to expand my
horizons.
PUBLIC SERVICE
To contribute to my
community or society as a
whole.
FINANCIAL RESOURCES
To secure the resources to
support my short and long-
term financial goals.
SPIRITUALITY
To explore and develop the
spiritual side of my life.
FRIENDS
To build, strengthen and
preserve personal
friendships.
HEALTH AND FITNESS
To be healthy and physically
fit.

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Because, if you’re able to pursue activities
and interests that are in line with your
purpose and values you will have little
difficulty in creating a personal brand that
maintains its ‘authenticity’ and connection
to your audience.
Why is this important?
There’s nothing more powerful than
aligning who you are with what you do
and how you do it, and spending your
time on pursuits that have meaning to
you.

29. 29
Now that you understand your personal brand purpose and
values it will be easier for you to create a vision statement to
guide your brand’s future.
A vision statement describes what you want your personal
brand to become in the future. It should be aspirational as
well as inspirational. Your vision statement puts into a single
sentence the reason your business exists as well as your
highest hopes and aspirations.
Vision Statement

30. 30
When developing your personal brand vision, keep these
questions in mind:
• What change are you aiming to affect in your world? What
lasting difference do you want to make?
• What ultimate benefits do you or your services deliver?
• Where do you want your personal brand to be in five
years?
Vision Statement

31. 31
Creating a
Personal
Brand
Strategy
02
Why?
5
s
.
fStart by understanding
your brand purpose,
values, and vision.
Then set your
personal brand
goals.

32. 32
Your Personal
Brand Goals
Developing
To help guide us in creating our brand
strategy, first it’s important to define our
brand goals.
33
Unfortunately, for most a goal is often
something you think you should do, rather
than something you sincerely want to
achieve. It’s influenced by outside forces
rather than a deep, internal motivation.
This is Key Concept #6

33. 33
BrandGoals
Questions to ask when developing your personal brand goals.
Question 1
Why are you creating your personal brand?
Question 2
What do you hope to achieve?
Question 3
Does it provide a clear sense of
direction?
Question 4
Are your goals SMART?
Question 5
Does it stimulate progress?

34. 34
SMARTGoals
Checking your goals against SMART criteria
S
Specific
The goal should be
specific, avoiding
generalizations.
Measureable
The goal should be
quantifiable or at
least suggest an
indicator of
progress.
Achievable
The goal should
state what results
can realistically be
achieved.
Realistic
The goal should be
realistic within the
availability of
resources,
knowledge and time.
Time Bound
Specify when the
result(s) will be
achieved.
M A R T

35. Create your
Brand
identity& position your brand

36. 36
36
Establishing Your Personal Brand Identity
Elements of your personal brand identity:
Your codified values statements and brand vision, broadcast
through your media channels.
Purpose, Values, and Vision (Culture)
Refers to the reflection of the consumer; in other words, the
brand's most stereotypical buyer or audience member.
Most Typical Buyer/Audience (Relection)
All visual cues your personal brand sends to your audience such
as appearance, style, tone. They can include any marks or colors
associated with your personal brand.
Physical Aspect of the Brand (Physique)
How you want your personal brand to make people feel (safe,
happy excited,relaxed...) and how you would describe your
personal brand as a person separate from yourself. (charming,
innovative, fresh, smart.)
Character (Personality)

37. 37
Creating a clear personal brand
identity leads to brand loyalty, brand
preference, high credibility, and an
increased value for your personal
brand to your audience.
your
Personal Brand
identity
This is Key Concept #7

38. 38
01 02 03
It must be
authentic &
credible.
It must be kept,
every time.
It must convey a
compelling
benefit.
What promises does your
personal brand make to its
audience?
To create a lasting
emotional connection, a
personal brand promise
should achieve the
following three goals:
YouR
Personal
Brand
Promise

39. 39
Creating Your Brand Promise
Typical Consumer
What typical consumer
does your personal brand
evoke?
Personality
What is this brand’s
personality?
Competencies
What kinds of
competencies would you
like that brand to possess?
Quality
What level of quality?.
Characteristic
What is your personal
brand’s most
distinguishing
characteristic?.
Imagery
What kind of imagery do
you see associated with
your personal brand?
!
MyBrand

40. 40
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Your Brand
in the
Marketplace
Positioning
Now let’s talk about how to determine your
personal brand’s position in the marketplace,
how to determine your target audience, how to
create a USP and how to position your brand
using a positioning statement.
33
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41. 41
The key to your brand’s place in the market is your point of
difference, what makes your brand unique, or your unique
selling proposition (USP).
To find your USP and the marketplace position you want to
hold and defend in your customer’s minds, you need to
identify and define your target market.

42. 42
The key to your personal brand’s
place in the market is your point of
difference.
This is called your personal brand’s
unique selling proposition or USP.
What makes your brand unique?

43. 43
02
Defining your USP will help
you find your unique
distinctions and the
marketplace position you
want to hold and defend in
your customer’s minds.
This is Key Concept #8

44. 44
Your Brand
in the
Marketplace
Positioning
To properly position your personal
brand first you need to determine
where your brand sits in the market.
33

45. 45
PersonalBrandPositioning
Questions to ask when developing your personal brand position in the market.
Target Audience
What is the demographic description of the target
group of customers your personal brand is
attempting to attract?
Market Definition
What category is your personal brand
competing in?
Brand Promise
What is the most compelling
(emotional/rational) benefit to your target
customers?
Reason to
Believe
What is the most compelling evidence that
your personal brand delivers on its brand
promise?

46. 46
Your Personal
Brand
Marketing
33
To make your brand visible to the world
while also generating awareness and
building credibility you will rely heavily on
publicity, public relations, personal selling,
promotions, communications, and social
media to market your personal brand.

47. 47
MarketingYourPersonalBrand
Establishing your personal brand’s digital home.
?
YouTube
Linkedin
Facebook
Twitter
Instagram
Slideshare
Video is a powerful
way to express your
brand
Platform most often
used and searched.
A well-known platform
for building a
compelling online
profile.
A valuable tool for
conveying your brand’s
professional authority.
Also a valuable tool for
expressing thought-
leadership and conveying
authority.
Is a great tool to support a
brand that relies heavily on
creating a reputation and
personality

48. 48
Presentation
Take-aways
1. An understanding of the basics of
branding and its general concepts.
2. An understanding of what personal
branding is and how this relates to
branding in general.
3. An understanding of how to create a
personal brand by putting this
information into practice right now.
Take-
aways
RECAP
What we learned today:

49. 49
What we covered in this presentation : PART 1
,
O
A brand
is a set of mental
associations, held by the
consumer, which add to
the perceived value of a
product or service.
You
are not the brand. You
are the “product” with
which the brand is
associated.
Personal branding
is the creation of a brand
with which you would
like to be associated in
the mind of your
audience.
Personal branding
goes beyond reputation
and creates a total image
of what you stand for in
the minds of your
audience.
,
p Personal branding
adds value and creates a
competitive advantage.
O
Strategic personal
branding
is the creation of a long-
term plan for your personal
brand’s development.
26

50. 50
What we covered in this presentation : PART 2
,
O
Your personal
brand is a reflection of
what you stand for, so it
should align perfectly
with your values,
purpose, and vision.
A good way
to examine your personal
brand purpose is to look
at your core values.
Your brand
purpose and values form
the core of your personal
brand’s identity.
A statement of values
will help focus your
personal brand and create
an emotional connection
between you, your brand,
and your audience.
,
p
To help guide us
in creating our brand
strategy, first it’s
important to define our
brand goals.
O
Your personal brand
identity is what you
project, your personal
brand Image is what your
audience sees.
26

51. 51
AdditionalCourses
This Winter Eridux Education is offering the following courses:
Half-day
Marketing Metrics:
How to Measure
Success
Half-day
How to Brand Anything
Full-day
Key to Effective Social
Media Marketing
Half-day
Quick Start:
Brochure Design
Half-day
Quick Start:
PowerPoint
Presentation/
Slidedeck

52. Thank you!
ERIDUX EDUCATION
14 bis rue Honoré Labande
Monaco
www.eridux.com
+377 (0)6 4062 9353
37
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