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personal branding
1
2017
Tom Scholte
www.deacademievoorontwikkeling.nl
2
personal branding
- to align your activities with who you are
- a way to increase the value of your activities (services)
...
4
5
results
1. know what to do
2. recognized – asked – recommended
3. increase of impact and value
6
7
Transformations
- see different things
- see things different
- do different things
- do things different
8
“a transformation is a tailor-made experience with an
educational element and a changed individual as a
result.”
9
objectives personal branding sessions
- see yourself as a brand
- you are able to create an experience and a transformatio...
11
12
13
WH
O
14
discover & describe
impactvaluation/
questions
knowing what
to do
visibility recognizability value
communicate & expres...
personal branding
- Personal branding is a way of working in which:
• you are aware of what you do, how you do the things
...
16
visibility
recognizability
impact
valuation/
questions
strategy results
personal branding canvas
value
Personal leaders...
personal branding skills
- increasing self-awareness and self-knowledge
- express and communicate whoe you are and your
va...
How?
- take on a personal branding mindset
- discover and describe your attributes and value added
- formulate your person...
What are your desired personal branding results?
(6-12 months from now)
- 1)
- 2)
- 3)
19
Which personal branding competen...
What are your desired personal branding results?
In relation to that role.
(6-12 months from now)
- 1)
- 2)
- 3)
20
Which ...
desired personal branding results
- find a new job or better professional position
- surpass myself
- being asked for help...
What to learn or do in relation to my personal branding
- discover strengts and weaknesses
- sharpen my strenghts
- find o...
sparkling moment
- Look back on your professional activities of the past
weeks. Select a ‘sparkling moment’. This is a mom...
sparkling moment
- 3 minutes tell about your moment
- your colleague will ask you questions to help you focus on what made...
sparkling moment = personal
branding
- telling
- interaction
- story + details
- positive
- non verbal communication
- str...
sparkling moment = personal
branding
- telling
- interaction
- story + details
- positive
- non verbal communication
- str...
mindset
27
personal branding mindset
1. you vs. your professional identity
2. time and attention
3. professional window
4. think abou...
29
no need to define
very useful to define
you
1. time and attention
30
2. professional window
- limited capacity of absorbtion
- relate to what is known
- large ability to associate
31
2. professional window
describe yourself – your
personal identity – in 3
words
describe yourself – your
professoinal/ stud...
3. recognizable and distinctive
33
35
36
personal branding
http://worditout.com/
http://www.tagxedo.com/
38
3. recognizable and distinctive
- - describe yourself in 3 keywords
39
4. future orientation
- Anticipatory principle
40
1a
41
finish the following
• I am interested in…
• I would like to know more about…
• I am specialized in…
• My field of experti...
examples fields of interest/ expertise
- archiving non profit organizations cultural
heritage
- social change global commu...
5 questions
44
Book title exercise
45
booktitle exercise
- Now come up with a title and subtitle for a book
that your colleague could have written on his/her
fi...
field of expertise => value = personal branding
- interaction
- reflect on what is really important
- talking about creati...
- 1 minute presentation about your field of interest/
expertise
48
To make a lasting impression with your presentation
- be positive
- let your audience be personally and emotionally
effect...
1b
50
51
52
53
core quality pitfall
allergy challenge
to much of a
good thing
to much of a
good thing
positive
opposite
positive
oppos...
54
1B. QUALITIES/ TALENTS AND VALUE
55
your way of working
1. if you were a car, what brand/type of car would
you be? Explain why this car describing it’s
attrib...
attributes/ talents => metaphor
= personal branding
- describe and explain
- helps to associate
- shifts attention from yo...
Quality/ talent– value - communication
58
qualities/
talents
explanation meaning/ value
for others
experienced situation/
...
Quality/ talent– value - communication
59
qualities/
talents
explanation meaning/ value
for others
experienced situation/
...
summary
- I’m looking for a job in ………(field of interest )
- where I can…….. , ………… , …….. (skills)
- to contribute to ………...
1c
61
62
2
63
Values
- Explain in your own words
- example situation
- reference company/ product/ person/ movie/ …
- 3 questions to adr...
3
65
3
- 1 field of interest/ expertise
- +
- 1 skill/talent
- =
- meaning for others: explain value + who are the
others
66
- 1 field of interest/ expertise : personal branding
- +
- 1 skill/talent : coaching
- =
- meaning for others: explain val...
inter cultural personal branding communication advisor
1. What is your advise to professionals who wants to
strengthen the...
69
70
I don’t sell
beer, I sell
warmth.
Freddie
Heineken
Target audience + value
description problem actual solution emotion after
cooperation
example
situation/ story
1. all staf...
Target audience + value
1) ‘target
audience’
2) problem -
challenge
3) actual solution;
what did you do?
4) emotion of the...
73
personal trainer: jeremy
jeremy
- 1. Goed in:
- 1a) fitness
- 1b) motiveren
- luisteren
- geduld
- 1c) Rol: personal
trainer
- schema’s
opstellen
-...
jeremy
75
2. meaning
- stay motivated
- self confidence
- …
- 1. good at:
- 1a) fitness
- 1b) motivating
- listening
- pat...
4
76
Draw yourself in your ideal professional future
situation.
77
Draw yourself in your ideal professional future
situation.
Now draw the experiences/ transformations you will be facilitat...
5
79
personal branding statement
- Paul is an empathetic, committed and sincere designer who
supports socially relevant organiz...
format personal branding statement
81
- <name> is a…, …, …, (3 personal skills/ taletns)…
(role) who contributes to …. (me...
personal branding statement
- Paul is an empathetic, committed and sincere designer who
supports socially relevant organiz...
summary
83
84
85
86
87
personal branding
88
2017
Tom Scholte
www.deacademievoorontwikkeling.nl
Personal branding canvas 2017
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Personal branding canvas 2017

  1. 1. personal branding 1 2017 Tom Scholte www.deacademievoorontwikkeling.nl
  2. 2. 2
  3. 3. personal branding - to align your activities with who you are - a way to increase the value of your activities (services) - to influence the way you are (your work is) perceived 3
  4. 4. 4
  5. 5. 5
  6. 6. results 1. know what to do 2. recognized – asked – recommended 3. increase of impact and value 6
  7. 7. 7
  8. 8. Transformations - see different things - see things different - do different things - do things different 8
  9. 9. “a transformation is a tailor-made experience with an educational element and a changed individual as a result.” 9
  10. 10. objectives personal branding sessions - see yourself as a brand - you are able to create an experience and a transformation - continously discover & reinvent yourself - strategically communicate and express - who you are - what you do or want to do - how you do what you do 10
  11. 11. 11
  12. 12. 12
  13. 13. 13 WH O
  14. 14. 14 discover & describe impactvaluation/ questions knowing what to do visibility recognizability value communicate & express strategy activity results
  15. 15. personal branding - Personal branding is a way of working in which: • you are aware of what you do, how you do the things you do and the feelings this creates at others; and by doing so • you increase your impact and that will result in • a higher valuation of your work and more recommendations and requests. 15
  16. 16. 16 visibility recognizability impact valuation/ questions strategy results personal branding canvas value Personal leadership knowing what to do
  17. 17. personal branding skills - increasing self-awareness and self-knowledge - express and communicate whoe you are and your value for others 17
  18. 18. How? - take on a personal branding mindset - discover and describe your attributes and value added - formulate your personal branding statement - communicate and express your activities, projects and value added - strengthen your network 18
  19. 19. What are your desired personal branding results? (6-12 months from now) - 1) - 2) - 3) 19 Which personal branding competences do you need to develop? 1) 2) 3)
  20. 20. What are your desired personal branding results? In relation to that role. (6-12 months from now) - 1) - 2) - 3) 20 Which personal branding competences do you need to develop? 1) 2) 3) In which professional role do you want to ’brand’ yourself. __________________________________________
  21. 21. desired personal branding results - find a new job or better professional position - surpass myself - being asked for help - lead a succesful business - start my own business - personal growth - being asked for an interesting new position - that people know me - being recognized as a motivational speaker - operate en function independently - seen als problem solver - acquire a leadership position - strategically use my values - obtain a research position at Amnesty International - fulfill an example role - contribute to the development of my nation 21
  22. 22. What to learn or do in relation to my personal branding - discover strengts and weaknesses - sharpen my strenghts - find out what to brand - increase visibility - build my network - find strategic partners - use social media to build my brand - increase self confidence - the right way to present myself - communicate effectively - redefine myself - discover my passion 22
  23. 23. sparkling moment - Look back on your professional activities of the past weeks. Select a ‘sparkling moment’. This is a moment: - in which you explicitely experienced your impact on others, on an organization or on a project; - in which you felt valued for something you did; - in which you were asked for advice, a new project or something else. 23
  24. 24. sparkling moment - 3 minutes tell about your moment - your colleague will ask you questions to help you focus on what made it a sparkling moment for you - 3 minutes the other person is sharing his/her moment - afterwards you give each other feedback about a strength you heard/saw/discovered in his/her story 24
  25. 25. sparkling moment = personal branding - telling - interaction - story + details - positive - non verbal communication - strategic communication - listening - active + 100% listening - real interest - positive questions 25
  26. 26. sparkling moment = personal branding - telling - interaction - story + details - positive - non verbal communication - strategic communication - listening - active + 100% listening - real interest - positive questions 26 what you do how you do what you do what you tell how you tell what you tell
  27. 27. mindset 27
  28. 28. personal branding mindset 1. you vs. your professional identity 2. time and attention 3. professional window 4. think about the problem of your target audience 5. recognizable and distinctive 6. a future approach 7. focus your attention on the positive 8. reinvent yourself 28
  29. 29. 29 no need to define very useful to define you
  30. 30. 1. time and attention 30
  31. 31. 2. professional window - limited capacity of absorbtion - relate to what is known - large ability to associate 31
  32. 32. 2. professional window describe yourself – your personal identity – in 3 words describe yourself – your professoinal/ student identity – in 3 words 32
  33. 33. 3. recognizable and distinctive 33
  34. 34. 35
  35. 35. 36
  36. 36. personal branding
  37. 37. http://worditout.com/ http://www.tagxedo.com/ 38
  38. 38. 3. recognizable and distinctive - - describe yourself in 3 keywords 39
  39. 39. 4. future orientation - Anticipatory principle 40
  40. 40. 1a 41
  41. 41. finish the following • I am interested in… • I would like to know more about… • I am specialized in… • My field of expertise is… • I am reading books about… • I am studying … • … 42
  42. 42. examples fields of interest/ expertise - archiving non profit organizations cultural heritage - social change global communities environment - music group building designing - communication wild life talent finding - non profit funding cultural antropology media analysis - NGO’s Middle East data - renewable energy digital media women studies - project management recruitment organizational change - social media contract managementusability UX - photo archiving training strategy development - marine biology crisis communication branding - internatinal events news writing budget management 43
  43. 43. 5 questions 44
  44. 44. Book title exercise 45
  45. 45. booktitle exercise - Now come up with a title and subtitle for a book that your colleague could have written on his/her field of interest or that he/she might write in the future. 46
  46. 46. field of expertise => value = personal branding - interaction - reflect on what is really important - talking about creating value connects - talking about value radiates positivity - talking about value shifts attention to the other person 47
  47. 47. - 1 minute presentation about your field of interest/ expertise 48
  48. 48. To make a lasting impression with your presentation - be positive - let your audience be personally and emotionally effected - an open posture - repeat the important words/ themes - give your audience things they can relate to - be clear what you talking about - be calm and use strong words - humor is OK but be serious about your topic - make eye contact - Body => Mind => behaviour => outcomes 49
  49. 49. 1b 50
  50. 50. 51
  51. 51. 52
  52. 52. 53 core quality pitfall allergy challenge to much of a good thing to much of a good thing positive opposite positive opposite - - + +
  53. 53. 54
  54. 54. 1B. QUALITIES/ TALENTS AND VALUE 55
  55. 55. your way of working 1. if you were a car, what brand/type of car would you be? Explain why this car describing it’s attributes in your oppinion. 2. If you were a pro top sporter, in what sports would that be? Explain why this sports describing it’s attributes in your oppinion. 3. If you were a ‘thing’, what would you be? Explain why this ‘thing’ describing it’s attributes in your oppinion. 56
  56. 56. attributes/ talents => metaphor = personal branding - describe and explain - helps to associate - shifts attention from you to your value - start for futher explanation and development 57
  57. 57. Quality/ talent– value - communication 58 qualities/ talents explanation meaning/ value for others experienced situation/ story 1. 2. 3.
  58. 58. Quality/ talent– value - communication 59 qualities/ talents explanation meaning/ value for others experienced situation/ story 1. 2. 3.
  59. 59. summary - I’m looking for a job in ………(field of interest ) - where I can…….. , ………… , …….. (skills) - to contribute to …………… (value) 60
  60. 60. 1c 61
  61. 61. 62
  62. 62. 2 63
  63. 63. Values - Explain in your own words - example situation - reference company/ product/ person/ movie/ … - 3 questions to adress the value for a group 64
  64. 64. 3 65
  65. 65. 3 - 1 field of interest/ expertise - + - 1 skill/talent - = - meaning for others: explain value + who are the others 66
  66. 66. - 1 field of interest/ expertise : personal branding - + - 1 skill/talent : coaching - = - meaning for others: explain value + who are the others - = high educated professionals find a new job 67
  67. 67. inter cultural personal branding communication advisor 1. What is your advise to professionals who wants to strengthen their personal brand within an organization in your culture? (write your country on the paper) 68
  68. 68. 69
  69. 69. 70 I don’t sell beer, I sell warmth. Freddie Heineken
  70. 70. Target audience + value description problem actual solution emotion after cooperation example situation/ story 1. all staff reorganization/ restructuring, uncertainty training/ coaching ‘reflect on your job’ motivated, knowing what to do, positive, thinking in opportunities When Sarah started the training, she didn’t know…. 2. management savings, changes in goverment policies hr advice supported, self confidence, knowing what’s going on inside the organization 3. 71
  71. 71. Target audience + value 1) ‘target audience’ 2) problem - challenge 3) actual solution; what did you do? 4) emotion of the other people after cooperation 1. all staff reorganization/ restructuring, uncertainty training/ coaching ‘reflect on your job’ motivated, knowing what to do, positive, thinking in opportunities 2. management savings, changes in goverment policies hr advice supported, self confidence, knowing what’s going on inside the organization 3. MBA students find a new job personal branding training classes knowing what to do en what to communicate increased self confidence 72
  72. 72. 73 personal trainer: jeremy
  73. 73. jeremy - 1. Goed in: - 1a) fitness - 1b) motiveren - luisteren - geduld - 1c) Rol: personal trainer - schema’s opstellen - instructie - … 74 2. ‘gevoel’ • zelfvertrouwen • succes • volhouden
  74. 74. jeremy 75 2. meaning - stay motivated - self confidence - … - 1. good at: - 1a) fitness - 1b) motivating - listening - patience - 1c) Role: personal trainer - schedule’s - instruction - …
  75. 75. 4 76
  76. 76. Draw yourself in your ideal professional future situation. 77
  77. 77. Draw yourself in your ideal professional future situation. Now draw the experiences/ transformations you will be facilitating? 78 - people see different things - people see things different - people do different things - people do things different Transformations
  78. 78. 5 79
  79. 79. personal branding statement - Paul is an empathetic, committed and sincere designer who supports socially relevant organizations that who they are is in line with the story they tell and the image they create - Paul develops education materials, promotional materials and other means of communication that contribute to a change in knowledge, attitudes or behavior. - Paul is committed to a sustainable world where people interact consciously and respectfully with each other and with their environment. 80
  80. 80. format personal branding statement 81 - <name> is a…, …, …, (3 personal skills/ taletns)… (role) who contributes to …. (meaning/ value) for … (target organization/ people). - <name> …, …, …, (3 products/ services) to support … (meaning/value- what you want to add/change in this world).
  81. 81. personal branding statement - Paul is an empathetic, committed and sincere designer who supports socially relevant organizations that who they are is in line with the story they tell and the image they create - Paul develops education materials, promotional materials and other means of communication that contribute to a change in knowledge, attitudes or behavior. - Paul is committed to a sustainable world where people interact consciously and respectfully with each other and with their environment. 82 <name> is a…, …, …, (3 personal skills/ taletns)… (role) who contributes to …. (meaning/ value) for … (target organization/ people). <name> …, …, …, (3 products/ services) to support … (meaning/value- what you want to add/change in this world).
  82. 82. summary 83
  83. 83. 84
  84. 84. 85
  85. 85. 86
  86. 86. 87
  87. 87. personal branding 88 2017 Tom Scholte www.deacademievoorontwikkeling.nl
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2017 presentation used during pesonal branding classes & workshops

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