1. Creating Your
Personal Brand

2. Let’s Think?
 What’s a personal brand?
 Why is it so important?
 Does everyone need a personal brand?
 Can you name people with an
outstanding personal brand?
 What features and traits of character do
they possess?

3. A bit of facts
 Based on a survey less than 15% of people
have truly defined their personal brand and
less than 5% are living it consistently at work –
each and every day.
 70% of professionals believe they have
defined their personal brand and 50% believe
they are living it.
 But when you “peel-back-the-onion,” you
realize that their focus was centered on self-
promotion rather than a commitment to
advance themselves by serving others.

4. What Personal Brand is NOT
 It's NOT what you say about yourself
 It's NOT an extension of your employer's
brand
 It's NOT your presence in the social media
 It's NOT something that you can ask for
 It's NOT something that you are entitled to
 It's NOT a perk
 It's NOT about the power alone
 It's NOT a gift that someone can give you
 It's NOT permanent

5.  “Your brand is what people say about
you when you’re not in the room” - Jeff
Bezos, Founder of Amazon

6. Image VS Reputation
Reputation
Is earned
What others see in you
=value
Attracts people
Image
Is built
What you create and show
others
= expenses
Costs time and efforts

7. Stages of Brand Building
 Awareness – Have I heard of you?
 Familiarity – What do I know about you?
 Favorability – Do I like you?
 Trust – Can you be trusted?
 Advocacy – Would I recommend you?

8. Brand VS Routine
Routine
Does what he’s told to do
Has a responsible approach
to every task
Given the task by a boss
Lunch time is for his personal
needs
Doesn’t even consider
taking up some extra job
Minds his own business only
Brand
All his projects are
outstanding
Wants to reach the heights
in his profession
Wants to work on this project
because it’s either
innovative or lets him
improve his skills
Enjoys social networking at
lunch time
Takes up the smallest task if
sees further perspective in it
Attaches himself to the
project

9. Brand VS Routine
Brand
Irritates people by his
opinions
Enjoys every workday
Gets angry if changes
take place slowly
Man of actions
Better ask for apology
rather than permission
Routine
Keeps it safe
Workday is just a
workday. No fun
permitted
Nowhere to hurry
Man of instructions
Better not involve into
anything

10. Step 1.
 Define where you are NOW

11. Step 2.
 Accept that YOU ARE WHO YOU ARE at
this point.
 “Be Yourself, Everyone Else is Already
Taken”. - Oscar Wilde

12. Step 3.
 Define your strong and weak points.
Highlight the strong points and make use
of weak points.
 Don’t change yourself, modify yourself.
 “Too many people overvalue what they
are not and undervalue what they are.” -
Malcolm Forbes, Publisher

13. Step 4.
 Create your own identity. Your
uniqueness.
 “Life isn’t about finding yourself. Life is
about creating yourself.” - George
Bernhard Shaw

14. Step 5.
 Define your roles in which you want to
create a brand.

15. 12 Archetypes
Motivation Archetype
Stability Caring
Creator
Ruler
Social attachment Usual guy
Friend
Joker
Risk and mastery Fighter
White crow
Magician
Education Naïve
Researcher
Sage

16. Step 6.
 Define your target audience

17. Step 7.
Get Personal Brand Toolkit:
 Business card
 Resume/CV
 Portfolio
 Blog/website
 Social network profiles: LinkedIn, Facebook,
Twitter
 Video resume
 Wardrobe
 E-mail address

18. Visual Resume

19. Elevator Pitch
 Who are you?
 What do you do?
 Why do you do it?
 What’s in it for others?
 What’s different about it?
 What are your plans?

20. 6 P
 Passion
 Purpose
 Planning
 People
 Play
 Perseveranсe

21. Personal Branding Crisis
 Too much self-promotion on social
networks
 Your brand lacks consistency
 You aren’t using your brand to network
 You never proofread
 You lack credibility
 You don’t provide something unique

22. Thank You!
 Inna Shmun
 http://www.facebook.com/inna.shmun
 Inna.shmun@gmail.com