1. By Ebow Spio Lecturer Ashesi University College
Personal Branding
By Ebow Spio
Lecturer
Ashesi University College

2. Brand Basics : What is brand?
“ A name, term, symbol or design, or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” America Marketing Association
“ A brand is a product or service or organization, considered in combination with its name, its identity and its reputation” Simon Anholt

3. Brand Basics : What is brand?
“ Brand is the recognition and personal connection that forms in the hearts and minds of your customers and other key audiences through accumulated experience with your brand, at every point of contact” Dennis Hahn A brand is perception or emotion, maintained by a buyer or a prospective buyer, describing the experience related to doing business with an organization or consuming its products or services.

4. Brand Basics : What is a personal brand
Your brand is a perception or emotion, maintained by somebody other than you, that describes the total experience of having a relationship with you.
A brand is an identifiable entity that establishes a relationship and makes specific promises of value.

5. Why Personal Branding ?

6. Brand Basics : Personal Branding
Personal branding is process of identifying your value (WORTH), making that value widely known, and nurturing and enhancing that value throughout your lifetime
As people cannot see inside of us, recognition of our value can only come from what people see us do, the perception they form from observing our day-to-day actions. Through our actions therefore we build our brand.

7. Brand Basics : Personal Branding
The goal of personal branding is to create a fulfilling and productive existence, one that will be valued long after you have gone
You want your family, your friends, your employer and co-workers to truly understand and fully acknowledge who you are and what you do. That is to make those relationships mutually enjoyable and valuable.

8. Personal Brand Foundations
Purpose
What is my life about ?
Vision
What do I want to create? What do I want to contribute?
Values/Beliefs/Attitudes
What do I hold to be true or what is important to me in life?

9. Personal Brand Foundations: Examples of Personal Life Purpose
“To inspire and empower people to achieve their destiny”
“To uplift humanity’s consciousness through business”
“To leave the world a better place than I found it, for horses and for people too”

10. Personal Brand Foundations: Figuring out your purpose?
“ Figure our what you love to do as young as you can, and the organize your life around figuring how to make a living at it” Pat Williams, Author and Sports Administrator
What are your unique personal qualities?
What do you enjoy doing?
Do you remember the times you have felt most fulfilled?
What are people around you saying?
Have heard anything from God?

11. Personal Brand Foundations: Create Your Vision
“ The indispensable first step to getting the things you want out life is this: decide what you want” Ben Stein – Actor and Author
Vision
Is your imagination of the future
Is what you desire to accomplish in the future
What is your dream? “ The greater danger of most of us is not that our aim is too high and we miss it, but that it is too low and we reach it “ Michelangelo
It is a big picture that tends to be linked with your purpose in life
What will you do if money or resource is not an issue?
What do you want to be your legacy?
E.g. Ghana Vision 2015: Achieve per capita income of $1000 by 2015

12. Personal Brand Foundations: What are your beliefs, attitudes, values?
Your can be anything you want to be, if only you believe with sufficient conviction and act in accordance with your faith, for whatever the mind can conceive and believe, the mind can achieve” Napoleon Hill – Author of Think and Grow Rich
What is your foundation to life?
Example
I have been created for greatness
Created in the image of God with sound mind and the capacity to love and excel

13. Personal Brand Foundations: What are your beliefs, attitudes, values?
Attitudes: What is your outlook to life?
Nothing is beyond me because of the spirit of God in me
Values : What is important to you in life
Integrity
Generosity and Love
Growth
Knowledge and wisdom
Excellence
Wealth Creation

14. Personal Brand Framework Defining Your Unique Brand
Personal Brand Dimensions
The combination of roles, standards and styles that defines unique aspects of your personal brand
Personal Brand Platform
The single dominant characteristic of personal brand dimensions
Personal Brand Promise
A concise, meaningful and inspiring statement that sums up the impact a relationship with you will have someone else

15. Personal Brand Dimensions Defining your roles, standards and styles
Define your roles : Identify the areas where your roles matter
- Husband
- Father
- Employer
- Church Leader
- Speaker/Lecturer
- Brother
- Entrepreneur/Businessman
- Consultant

16. Personal Brand Dimensions Defining your roles, standards and styles
Define Your standards: Examine Your Standards and Values
- Integrity and Fairness
- Growth
- Wealth Creation
- Generosity and Love
- Results oriented
- Excellence
- Ferocious quest for knowledge
- Reliance on God , quest of divine wisdom and spiritual direction.
- Application of new ideas

17. Personal Brand Dimensions Defining your roles, standards and styles
Define Your Style : The unique parts of your personality that make impact on other people
- Collaborative
- Energetic
-Professional- do the right thing
-Caring and Nurturing
- Optimistic

18. Personal Brand Platform Single Driving Force that energizes you
If you asked people who know you best to describe you just a couple of words, what words or phrases would they come up with?
E.g. Personal Brand Platform : Quest for knowledge, wisdom and passion for growth

19. Personal Brand Promise Making a Commitment to Your Brand
A brand promise is a statement that an organization or an individual uses internally to focus its efforts on what its brand must deliver externally to satisfy needs in the real word
Personal Brand Promise is a way to state what you are committed to being for others
E.g. Personal Brand Promise : Inspiring and nurturing relationship that enables others to grow

20. Personal Brand Framework in Practice : Personal Brand Manifesto
Personal Brand Dimensions : Ebow Spio
Role : My relationship with others
Husband
Mother
Friend
Father
Church Leader
Employer
Entrepreneur/
Businessman
Speaker/Lecturer
Consultant
Style: How I relate to others
Collaborative
Energetic
Professional- do the right thing
Caring and Nurturing
Optimistic
Standards: How I do it
Integrity and Fairness
Growth
Wealth Creation
Generosity and Love
Results oriented
Excellence
- Ferocious quest for knowledge
- Reliance on God , quest of divine wisdom and spiritual direction.
- Application of new ideas
Personal Brand Promise
Inspiring and nurturing relationship that enables others to grow
Personal Brand Platforms
Quest for Knowledge, wisdom & passion
for growth

21. Personal Brand Characteristics
A strong brand, corporate or personal, needs to be clearly defined that its intended audience can quickly grasp what it stands for.
Three key components combine to determine the strength of a brand. Strong brands are
Distinctive : They stand for something. They have a point of view. It results from understanding the needs of others, wanting to meet those needs, and being able to do so while staying true to your values
Relevant : What they stand for connects to what someone else considers to be important. Relevance begins when a person believes that you understand and care about what’s important to them.
Consistent : People come to believe in a relationship based on the consistency of behaviours

22. FINAL THOUGHTS Your brand is perception stored in someone else’s mind.
Creating and living a strong personal brand is for others, not just for yourself. It’s one of the best investments you will ever make
Building a strong personal brand is a life long process rather than an event.
Strong brands are built by consistently delivering a distinct offering that is relevant to your target

23. WALKING THE TALK
My Personal Brand Promise : Ebow Spio Inspiring and nurturing relationship that enables others to grow

24. Brand Colours