1. PERSONAL BRANDING
MARIA KANGASNIEMI

2. Personal Branding What’s a BRAND ? “Personal Branding”
Building up your own Personal Brand
Identity
Competencies / Communication
Image

3. logo identity image name product personality service prestige company
What’s a BRAND ?
logo
name
prestige
identity
product
service
image
company
personality

4. tangible and intangible attributes, symbolized in a trade mark
What’s a Brand ?
“... mixture of
tangible and intangible attributes,
symbolized in a trade mark
that create, influence and generate
value”

5. * A distinct Concept / Idea * Related to a “Word” * A well told Story
A Successful Brand is...
* A distinct Concept / Idea
* Related to a “Word”
* A well told Story
* Consistent
A well told “Story”
Lively, Energetic
With clear Purpose
Exciting
Worth telling

6. that the “promise” will be kept
What’s a BRAND ?
PROMISE
TRUST
that the “promise” will be kept

7. precise, meaningful perceptions in its audience
What’s a PERSONAL BRAND ?
“A personal identity
that stimulates
precise, meaningful perceptions
in its audience
about the values and qualities that person stands for”
Montoya

8. “is the public projection of certain aspects of a person’s
What’s a PERSONAL BRAND ?
“is the public projection
of certain aspects of a person’s
personality, skills or values;
it’s not the entire human being”
Montoya

9. the total experience of having a relationship with you”
What’s a PERSONAL BRAND ?
“Your brand is a
perception or emotion,
... that describes
the total experience of
having a relationship with you”
McNally
&Speak

10. “... the thoughts, feelings and behaviours
What’s a PERSONAL BRAND ?
“... the thoughts, feelings and behaviours
contained within a group of people
that can be called upon
to create value.”
Cope

11. Personal Branding Defined
Personal branding is a revolution in the way we manage our careers or businesses. It's a way of clarifying and communicating what makes you different and special and using those qualities to separate yourself from your peers so that you can greatly expand your success
Personal branding is the strategy behind the world's most successful people

12. What’s a PERSONAL BRAND ?
“Those who mean the most to you, are those who offer you the most value throughout your life.”
”The individuals who stand out in the world around us are those who offer the greatest value to the most people...”
Graham

13. Personal Brands
Banker
Movie Star
Sportsman
Politician
Top model
Showbiz / TV
Businessman
Author
Scientist
Journalist
Colleague / Friend
Relative
Airline Pilot
Surgeon / Dentist ...

14. Personal Branding
External Factors
Internal Factors

15. Personal Branding
Image
Competencies
Identity
Communication

16. Personal Branding Strategy
Identity
Who you are (Values, Roles, Goals)?
What makes you unique & distinct?
Competencies
What is your distinct specialization/area of leadership?
Be passionate, focused & persistent
Communication
Who is your target domain?
Does your idendity comply with your domain?
Do your competencies contribute to your domain?
Are you visibile, distinct?
Integrated communication (including body language)
Is your communication consistent?

17. Is it in line with your Identity and Competencies?
Image
This is the OUTCOME
Is it in line with your Identity and Competencies?
Does it fully comply with your communication strategy?
Be Distinct, Unique, Consistent with your symbols & behaviour
Image: Behaviour
Symbols Etiquette
Wardrop Body & Soul
Car & Office Alumni & Clubs
Cosmetics Associations
Accessories
Other “Toys”

18. that show what we truly are,
It is our choices
that show what we truly are,
far more than our abilities.
Harry Potter
& the Chamber of Secrets
Rowling

19. Goals in Life
“What do you want?”
Mean Goals End Goals

20. Personal Branding Strategy:
Goal Setting:
Focus on “END GOALS” not on the “mean goals”
WHAT DO YOU WANT? (excercise)
Have your goals SMART+:
S Specific
M Measurable
A Attractive
R Relevant
T Timely
+ Positive

21. Personal Brand Maintenance:
Know yourself (Values, Roles, Goals)
Find out what makes you “distinct”
Invest in yourself
Be comfortable in your own skin
Discover your competencies; improve & maintain
them
Smile – Be positive / Address people with their
names
Be the best/most appropriately dressed person you
meet everyday
Express yourself in the most clear and concice way

22. Personal Brand Maintenance:
Develop positive relationships with all
your counterparties
Become member of appropriate clubs /
associations
Focus: Read, write, deliver speeches,
give seminars in your field: Get to be known
Be careful & selective with the media:
But use it to be known
Be persistent, don’t crash & burn
Invest in your physical and mental health,
stay fit

23. Appendices & Road Ahead...

24. “You can only see with your heart.
Assumptions About Branding:
No unique reality
No “best”
Perception is reality
“You can only see with your heart.
What is essential is invisible to the eyes”
Antoine de Saint-Exupery (The Little Prince)

25. Personal Branding Strategy:
Values (i):
- Exercise 1: Identify what makes your life – compelling– fulfilling
- Exercise 2: Finding your Life’s passion
(by using role models)
- Exercise 3: Discovering and Determining your deepest values

26. Personal Branding Strategy:
Values (ii): A Short list of Values:
Accomplishment
Accuracy
Adventure
Aesthetics
Aliveness
Authenticity
Autonomy
Beauty
Caring
Challenge
Collaboration
Community
Comradship
Connectedness
Contribution
Courage
Creativity
Dignity
Directness
Elegance
Empowerment
Excellence
Excitement
Fairness
Focus
Freedom
Freedom to Choose
Free Spirit
Fun
Grace
Growth
Happiness
Harmony
Helping
Honesty
Humor
Independence
Innovation
Integrity
Joy
Justice
Lack of Pretense
Learning
Lightness
Love
Mastery
Nurturing
Orderliness
Participation
Partnership
Peace
Performance
Perseverance
Playfulness
Personal Power
Productivity
Recognition
Revolution
Risk Taking
Romance
Safety
Security
Self-Expression
Self-Reliance
Service
Simplicity
Stimulating Change
Spirituality
Success
To Be Known
Tradition
Trust
Uniqueness
Vitality
Zest
...

27. Personal Branding Strategy:
Values (iii): How to find out your Value System?
How to rank your most important values?
Exercise 1: “Meeting your Future-Self”
(an internal journey to visualize yourself in the future (10 or 20 years)
Meet with that person, and find out what’s important then
This is not about a road map, but to find out the desired state in the
future...
Exercise 2: “Peak Performance analysis”
Choose a great experience you had, or a hobby, something you really
enjoy... Talk about it... How was/is it? What makes this unique,
thrilling, exciting for you? Try to find out which values are honoured?
Which values are associated with that experience?
Exercise 3: “Worst Experience analysis”
Choose a bad experience you had, or some events/activities/thing that really disturb you...
Talk about it... How was/is it? What makes you feel bad about it?
Try to find out which values are not honoured?

28. Personal Branding Strategy:
Most desired/appreciated Values/Principles
Anglo-Saxon Business World
Credibility & Professionalism
Integrity
Authority & Leadership
Empathy
Friendliness & Approachability
Trustworthiness
Sophistication and being up-to-date
Creativity
Energy & Enthusiasm
Influence

29. Personal Branding Strategy:
Useful “Identity” Related Questions:
What am I tolerating?
What is to be powerful?
What is it to choose?
Am I being nice or am I being real?
What do I do to avoid feelings?
Where is my attention?
What keeps me going?
What’s out?
When am I unable to laugh at myself?
What motivates me?
What’s fun?
What is pleasure?
Where do I limit myself?
What does it cost me?
What thrills me?
What is it to be passionate?
WHAT DO I WANT?
WHO DO I WANT TO BE?
WHAT MAKES ME UNIQUE?
WHAT MAKES ME DISTINCT?

30. Roles in Life Family Roles Professional Roles ... Daughter / Son
Entrepreneur
Bartender
Salesman
Local Bank Manager
Butcher, Plumber
...
Daughter / Son
Brother / Sister
Parents
...
Social/Citizen Roles
Individual Roles
Environmentalist
Volunteer
...
Boyfriend /Girlfriend
Friend of oneself
Mentor
Explorer
...

31. Personal Branding Strategy:
Roles in Life:
Would you like to have a “Role Model”?
“If one person can do something, anyone can learn to do it”...
What different perspectives you can create for each role?
How would you define our “end goals” for each role?

32. Personal Branding Strategy:
Competencies:
What is/will be your Specialization? Focus, Focus, Focus
Supporting question: Which skills would enable you to distinct?
What will enable you to have Leadership and Authority on your area of Specialization?

33. Personal Branding Strategy:
What’s your “Goodwill”? (Intengible assets that create a difference...)
What would help you to keep your Persistence? Brands do not happen overnight, it is long lasting game to play....
What makes you passionate?
Without your internal drive, it would not work...
Find out what motivates you? (all, including pleasures and pain avoidance, count...)

34. Personal Branding Strategy:
Communication (i):
Who is your target domain?
For each role you play in life, you might have different “target domains”..
Who will help you reach your goal?
Where would you have a Brand awareness that will help you succeed?
What’s relevant?
Does your identity comply with your domain?
Authenticity
Do your competencies contribute to your domain?
What’s in it in your “Brand” that works for them?
How would you create a win-win situation with and for your domain?

35. Personal Branding Strategy:
Communication (ii):
There is no “INCOMMUNICADO”.
You cannot not communicate...
Are you visible, distinct?
Distinct or Extinct !...
What’s your “mind share” in your domain?
(“Mind-share” would influence “Wallet-Share” or “Market Share”)
Integrated communication (including body language)
What’s your story?
How your body communicates?
Content/Voice/Outlook/Body language/Energy level and Enthousiasm...
Be CONSISTENT, CONSISTENT, CONSISTENT....
You cannot leave your Brand at home / there is no any “off–brand -day”

36. Personal Branding Strategy:
Communication (iii):
Improve your “First impression”....
Impact on your first impression:
55% Visual (How you look and carry yourself, dress, body language)
38% Vocal (How you speak: pace, volume, pause, accent, tone, etc...)
7% Verbal (The content of your speech, the words you say...)
You have only 30 seconds to introduce yourself together with a complete “first impression”
How do you introduce yourself? Learn to be
Clear
Consise
Distinct
Relevant
Engaging
Exercize: “Elevator Test”
(Introduce yourself in the most efficient way just during a “lift journey”)

37. Personal Branding Strategy:
Image (i):
This is the outside projection of who you are, who you want to be and what you want...
Your image should be consistent with your Identity, Competencies and Communication strategy.
Your image, including all of your accessories should help you be
Distinct,
Unique,
Consistent with your Brand Promise

38. Personal Branding Summary:
Your personal Brand is
a way to differentiate yourself and stand out from the crowd
how your are perceived and remembered by others
about reflecting the authentic, real you
a potential aid to success

39. What does your brand give you?
Success! Benefits:
Increase your visibility and presence
Differentiate yourself from your peers
Increase your compensation or fees
Thrive during downturns in the economy
Expand into new business areas
Choose better, more interesting assignments
Understand yourself better
Achieve your personal and professional goals
Increase your confidence and self-motivation

40. Suggested Reading List:
“Build Your Own Life Brand!” Stedman Graham
“Make a Name for Yourself” Robin Fisher Roffer
“Differentiate or Die” Jack Trout
“The Personal Branding Phenomenon” Peter Montoya
“Be Your Own Brand” David McNally & Karl D. Speak
“Personal Networking” Mick Cope
“Micro Branding” T. Scott Gross