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Personal branding marketing de soi vetlfie53

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Article d'une série écrite par Christelle Fournel (société My Inner Me), spécialiste du MBTI (Myers-Briggs Type Indicator).
My Inner Me est une entreprise dédiée au conseil en développement personnel (connaissance de soi, connaissance des autres, gestion du stress et des conflits).
Contactez-nous par retour d'email christelle@myinnerme.me, au 06 12 55 67 99.

Publié dans : Carrière
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Personal branding marketing de soi vetlfie53

  1. 1.   Commencez par vous marketer vous-même! Avez-vous déjà entendu parler du Personal Branding (ou marketing de la personne)? Il s’agit de chez nous par hasard! » CLIENTÈLE FACILE vetlife N°53 - juiN 201326 VIEDECLINIQuE I l s’agit de commencer par cla- rifier vos objectifs et votre cible de clients. Vous donnerez du sens à vos actions et en tirerez donc une profonde motivation. Vous saurez où vous souhaitez aller, quand et comment. Vous opterez pour un discours simple, clair et enthousiasmant. En fait, l’objectif est de trouver votre juste place, la prendre et la déclarer (ce dernier point est es- sentiel pour que vous soyez cré- dible et que votre valeur unique soit marchandable). Vous serez ainsi en mesure de davantage fac- turer vos services, puisque vous déclarerez ainsi votre valeur ajou- tée (si possible unique). Comment proCéder? Tout d’abord, réfléchissez à votre positionnement, c’est- à-dire essayez de remplir la phrase suivante en parlant de vous : « Je suis… dans le do- maine de… pour… (indiquer un type de client en particu- lier) parce que je/mes clients… » Voici un exemple : « Je suis une vétérinaire généraliste de quar- tier populaire reconnue car mes clients, propriétaires de chiens, chats et Nac, trouvent le meil- leur service de proximité possible adapté à leurs besoins. » Cette Dr Christelle Fournel, docteur vétérinaire (A01), praticienne MBTI, European Executive Master in Business Administration (ESCP Europe 2012), Présidente de VetCoach, société spécialisée en communication, marketing et stratégie en santé animale xaviergaLLegomoreL/fotoLia
  2. 2.   « Soyez vous-mêmes, les autres sont déjà pris », Oscar Wilde. Le Personal Branding est vieux comme Hérode dans le fond mais dans sa forme, il a été énoncé par Tom Peters en 1997, aux État-Unis. Puis Peter Montoya a approfondi le sujet dans deux ouvrages parus en 2002. Le concept est ensuite arrivé en France en 2006, supporté par des consultants en Personal Branding. 27vetlife N°53 - juiN 2013 LesaventuresdeC am ille Christophe Lesueur phrase déterminera votre valeur ajoutée réelle. Ensuite, déroulez les autres P du marketing mix (4 P, 5 P, 6 P, voire 4C, en fonction du cabinet de conseil en stratégie qui en reven- dique la paternité…): - néité de couleur entre votre logo, le reste de vos outils marketing et la décoration de votre clinique (y quand ils communiquent avec vos - gnant des dictats et autres « prix de vente conseillés ». Envisagez plutôt votre grille de prix de deux façons: des services que vous pourriez fac- turer moins cher pour permettre à vos clients de venir chez vous plus souvent et d’acheter d’autres pro- souhaitez-vous sur la vente de vos grille de prix minimum grâce aux réponses données ci-dessus, confrontez-la à votre position- nement. Facturez davantage les produits que l’on ne trouvera que chez vous et les services pour les- quels vous excellez. Là, vous aurez nécessairement une identité forte qui vous per- mettra de dérouler naturellement les actions et projets, de gérer le personnel en cohérence avec votre positionnement. passons au Cas de CamIlle connaissons de Camille, nous pourrions dire que c’est une vétérinaire de famille en devenir parce qu’elle se montre aussi sen- sible à la relation avec son client qu’à la qualité des soins pour ses elle cristallisera le lien humain au sein de l’équipe soignante d’une part et entre la clinique et les pro- priétaires d’autre part. CamIlle, bIentôt une fantastIque vétérInaIre! Camille a déjà appris (à ses dé- pens) l’importance fondamentale de l’apparence physique. Elle de- vra ensuite prendre conscience que son bien-être est conditionné par la réalisation d’actions en cohérence avec ses valeurs personnelles et par la possibilité qui lui sera offerte de fédérer des personnes autour de projets communs. Elle pourra alors affirmer sa posi- tion au sein de la clinique, décla- sa volonté d’être plus proche de ses clients, créer une page Face- book de la clinique pour garder un lien avec eux, leur écrire des newsletters, organiser des forma- tions ou des travaux dirigés visant à éduquer et fidéliser les proprié- taires de la clinique. En résumé Le Personal Branding n’a rien d’un concept olé-olé, d’une nou- velle tendance fashion issue de la folie américaine. Tenter de l’appli- quer pour soi apporte cohérence et authenticité, confiance en soi et en ses projets. Il permet de renforcer ses points forts et de s’ouvrir à de nouvelles possibili- tés considérées irréalisables aupa- ravant. Il change la perception de soi et de son environnement. En un mot, se « marketer » soi-même, c’est adopter une nouvelle philo- sophie de vie. ekostsov/fotoLia

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