In this innovative book Jürgen Salenbacher shares his unique personal coaching method designed to develop creative thinking and innovation. The method, which originated as a career management tool, can be used by anyone who wishes to explore what they have to offer the world. In five succinct chapters Salenbacher reveals how to use brand positioning methodology to discover where to go next

1. 200118
GAMBAR COVER BUKU/
GAMBAR PENDUKUNG LAIN
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BOOKCLUB
CREATIVE
PERSONAL
BRANDING
Chapter 4.6-5

2. 00 _PREFACE
01 _REFLECT!
02 _REFRAME!
03 _CREATE!
04 _GROW!
05 _DIFFERENTIATE!

3. CHAPTER 4
GROW
How To Grow Personality
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4. Steps:
1. Strategy and personality
2. Creative Personal Branding
3. How to identity your own human capital
4. Peer pressure and the inner ring
5. Coaching invest in yourself
6. Don't be dragged back
7. Ethics and values as a modus
8. Vision and mission
9. Goal

5. Factors which can drag you in the wrong direction:
1. Confidence Is Crucial
Attitude is as important as aptitude.
1. Again Your Brain
Your brain is your real home office, on the go 24/7.
1. Reduce Your Negative Stress
It’s important to distance yourself from negative distress and
create positive stress in your life.
1. Know the Line Between Kaizen And Karoshi
The Japanese term for continuous improvement, and karoshi
death by overwork. Opportunity always favours the prepared
mind.
DON’T BE DRAGGED BACK!

6. ETHICS AND VALUES AS A MODUS OPERANDI
‘Show me the money’ attitude is
not a sustainable leadership
style for a company leader, and
less so for someone who leads
people.
Example: Thunderbird Business
School, one of the top business
schools worldwide, now formally
defines an oath of honour,
believed to be the first of its kind at
a business school.

7. VISION AND MISSION: Where to Go & Why
A VISION tells you what you want to
become. Once you have defined it,
then it’s much easier to answer what
your next step is.
A proper vision, and living up to it,
are both absolutely necessary.
Having a vision is like having a
DREAM: a perception, a feeling of
how we would like to have things
around us.

8. GOALS: It’s Hard to Score Without a Goal
Goals have to be realistic, motivational, & inspirational.
We need goals, not for a rush or kick, because creating
sustainable goals is essential.

9. CHAPTER 5
DIFFERENTIATE!

10. STEPS:
1. Branding: How to leverage a business idea
2. Managing relevant differences
3. Tell a good story - yours!
4. Thinking and doing
5. Personal branding in the age of connectivity
6. Visualise the essence of your identity
7. Social capital and social networks

11. How you differentiate yourself from others might also be called
branding. Branding means neither awareness nor is it
a concrete ‘thing’. What defines a brand is, its personality.
How to Differentiate…?

12. BRANDING: How to Leverage a Business Idea
Almost everything you choose
is now branded.
It’s one of the most
efficient strategies ever
to leverage a business idea
in highly competitive markets,
and find new professional
opportunities in an unstable
work environment.

13. There’s also co-branding, a
version where brand
collaborates with brand.
The FINAL GOAL for ANY
brand today is to create
trust and be relevant to a
defined group of people
with a similar mindset.
BRANDING: How to Leverage a Business Idea

14. MANAGING RELEVANT DIFFERENCES
Branding was always used to
differentiate one product from
another.
Differences are crucial in
branding, but more specifically,
the once that are relevant to
people.
The brand idea is one that
makes you confident to make
the right choice in a
consumer world with many
different possibilities.

15. TELL A GOOD STORY - YOURS!
If a brand convinces a tribe that
its consistent quality, unique value
and special service is worth the
money then the brand is
on the sunny side of branding.
Communication of identity is the
key driving force behind efficiency.
There is a big difference between
being listened to, being heard, and
being understood.
TAKE CARE, you are communicating, even if you
are not saying anything.

16. Thinking & doing are equally
important.
3 important things about strategy:
1. A strategy is a plan of action
designed to achieve a particular
goal.
2. Strategy is long term, tactics are
short term.
You don’t change your
strategy every day!
1. You can never split strategy from
implementation (from doing
things).
Strategy doesn’t work in a team which shares
objectives but not values.
THINKING & DOING

17. PERSONAL BRANDS
IN THE AGE OF CONNECTIVITY
1. Think Differently About Yourself
Remember your online presence. Today it often presents your first
impression on people, which you then need to confirm 'live‘.
2. Create Trust And Confidence
Branding has gained new importance in the age of connectivity.The
secret is to create trust and confidence. It is complicated, but the
aim is to get into people’s hearts and minds.
3. Be Aware Of The Pitfalls In Exposing Your Online Identity
You cannot control the whole process, but you can influence your
colleagues and stakeholders by communicating to them the skills
and qualities that make you different.

18. VISUALISE THE ESSENCE OF YOUR IDENTITY
How can you communicate
who you are to the people
relevant to you?
Your visual identity is an essential
part of the process of creative
personal branding that enables
you to build your reputation &
enhance your profile. Express
your core values.

19. Marketing & communication is where you will apply your visual identity.
A credential is an attestation, or showcase your substance, competence, skills,
capabilities, accomplishments, etc.
Your credentials have to present where anyone can access & get a quick
overview of who you are and what you can offer.
COMMUNICATE & CONNECT

20. As collaboration is an absolutely key skill, it makes sense to treat it with
the appropriate respect. It is about how people can connect to you, find
you on different platforms, and get information about you.
IMPORTANT:
Quality of your social capital is more important than quantity.
SOCIAL CAPITAL AND SOCIAL NETWORKS

21. ADAPTING COMMUNICATIONS TO YOUR
NEEDS
Pro Tips:
+ FOCUS on the most efficient
ways to position yourself in a
highly & increasingly demanding
competitive environment.
+ ANALYSE which ways can first
create opportunities, and then
help you grow, and finally,
visualise & verbalise the
difference between you &
competitors.

22. THANK YOU
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