Personal Branding Training
June 2011
Sandra Malone
Going back to basics.....
• What exactly is a brand? A brand is a
promise to stakeholders.
• Have you thought about what you promise
to people? Have you given any thought to
what your personal brand is?
• Do you realise that your most important job
is to market YOU?
June 2011
Sandy Malone– 07771 858 468
You’re Branded, Branded, Branded
Exercise 1 – On a piece of
paper, answer these
questions:
Last Night:
Who supplied the clothes you
changed into when you got home?
Where did you buy your food for
supper?
What did you brush your teeth
with?
Who supplied the bed you slept
on? The sheets?
This Morning:
Who supplied the breakfast
food/coffee?
What does your choice of
employer say about you?
What car do you drive?
June 2011
Sandy Malone– 07771 858 468
You’re Branded, Branded, Branded
Exercise 1
Once you answered the
questions on the previous
slide, take note of the
brands that make up your
actions and interests.
Ask yourself why you made
certain brand choices over
others
What does the use of those
brands say about you?
June 2011
Sandy Malone– 07771 858 468
Identifying the Brand of ‘You’
• Who is this brand called ‘you’?
Your personal brand has several major influencers
including your family, career, friends, external world
•
•
•
•
•
•
What do you promise? Describe it
What is your brand personality? Describe it
Are you memorable?
Who is your competitor?
Why are you different? Describe it
What motivates someone to interact with you?
June 2011
Sandy Malone– 07771 858 468
Your Personal Coat of Arms
Exercise 2
Using a 4 way shield,
something like the one to
the left, draw what your
family, friends, career and
outside world mean to
you in a single visual to
come up with your
personal coat of arms.
This will capture your
personal values.
It’s more difficult than you
think!
June 2011
Sandy Malone– 07771 858 468
Here’s a Thought:
You’re the CEO of You
Be honest – how would you describe your
reputation?
Reputation
Reputation
disastrous
distinct
Reputation
Who’s That?
neutral or dissed
June 2011
Sandy Malone 07771 858 468
Exercise 3:
Your Logo and Strap line
• What are you famous for?
– Draw your logo
– Create your strap line
• Why will we read about you in the news?
June 2011
Sandy Malone– 07771 858 468
Your Own ‘Brand’
• Write your personal ‘Brand Promise’
– You promise to do what?
– 1 minute Brand elevator speech – why
should anyone recommend you; what value
will we get and why should we believe you?
– This is difficult to do, but you must crack it!
June 2011
Sandy Malone– 07771 858 468
Why should you care about your personal brand?
Your career, and therefore possibly your life, depends on it!
• First 7 seconds
– What you look like
– What you sound like
– What you say
• Silent indicators
– Your impact
– Your voicemail
– Your social media sites
– Your visibility
June 2011
Sandy Malone– 07771 858 468
Exercise 4:
Your Personal Branding Scorecard
Fill this in to give yourself clarity of purpose
Personal Vision and Mission
Personal Key Roles (External)
Personal Brand Objectives
Specialisation
Personal Brand Statement and Story
Personal Critical Success Factors & Performance
Measures
Personal Targets
Your Action Plan (to include on-line)
Quantify and Qualify
June 2011
Sandy Malone– 07771 858 468
Exercise 5: Your Communications Strategy
Every good brand needs to be communicated-that includes
you!
Key Messages
Your USP
Proof Points
Quantify and Qualify
June 2011
Sandy Malone– 07771 858 468
Q&A
Contact details:
Sandy Malone
Marketing Moves
07771 858 468
June 2011
Sandy Malone – 07771 858 468