Crafting your Professional BRAND
Equity Chantal Kading
People Shop
Young Professionals Conference 20 August 2018 Bytes Conference Centre
Crafting your Professional
BRAND Equity
Chantal Kading
People Shop
B usiness today is not about W hat you know ,
it is about W ho you know … A nd m ore im portantly it’s about
W ho know s Y O U ?
Personal Brand Equity • Combined sum of your character, your ability and
your charisma.
• Makes you Unique, your Calling Card,
Reputation. First and Last(ing) impression.
• Delivering your brand clearly and consistently will
create a memorable experience.
If YOU were a Brand
would you make different life and
career decisions?
Business Yesterday, Today, Tomorrow
• Volatility, Uncertainty, Complexity, and Ambiguity
• Zulu language, the word vuka means “to Wake UP”
• Today is the Transition
Vision, Understanding, Clarity, and Adaptability
Emergence of a Strategic Leader Traits Yesterday Tomorrow
Performance Stance Tactics and Execution Cost and Cost minimization
Strategy Outcome- driven and Revenue maximization
Complexity Eliminate or simply complexity Accept Complexity as fact of life that must be mastered
Uncertainty Desire stability; manage change Accept uncertainty and adapt
Decision-making style Deliberate, right decisions Fast decision making (make decision quick, fail fast, learn quick, and move on)
Dealing with the customer
Inside-out, take what we offer Outside-in, customised and responsive
Overall stance Toolsmiths- master of tools Problem masters-define the problem. Innovate, integrate systems cross-boundaries and sustainable
Supply - What do you have to
sell? • Your differentiator, Uniqueness, deemed
commercial valuable.
• Secret - Standing out, Impress with the unique and authentic
you, in person, on paper, and online.
• Value Proposition Equation:
Track record x Capability x Character x Potential x Reliability
Cost x Risk (Business)
Authentic Value Proposition (AVP)
• Strengths – Showcase and soar with your strengths
• Weaknesses – Mitigate weakness, develop a new skill
• Values – Align with your values
• Passions – Pursue your passions
• Fulfil your Purpose.
How to build Personal Brand
1 Change your image – Align to your core values, mission, strengths and purpose
– Great head shot, put work into your look and your work
– Become the best - expert/professional, remain student of industry
2 Communicating with People – Communicate with people openly and constantly
– Network, find mover and shaker allies or mentors
3 Promote yourself – Profile social media, keep your brand safe
– Endorsement Mind-set
4 Succeeding Long term – Create your content, be a content producer not consumer
Create change, innovation, contribute to your field (Thought Leader)
– Keep your word deliver on your promises, make quality a non-negotiable – prove your worth!
Portfolio of Evidence
Track record
Responsibilities vs Outcomes
Where have you saved cost
Increased efficiency
Increased EBIT?
Lead thought, innovation, delivery or people?
Qualifications means nothing if you have it and
everything if you don’t have it – Chantal Kading
Valuable Competencies • Key Competencies
1 Managing Vision and Purpose
2 Strategic Agility
3 Innovation Management
4 Creativity
5 Building Effective Teams
6 Motivating Others
7 Planning
8 Dealing with Ambiguity
• Master Competency – Emotional Intelligence
– Problem Solving and Analytical Skills
– Adaptability, Resilience, Influence and People Smarts
Direct & Online Marketing
• Internal - References, Mentors, Sponsors
• Social Media (private settings)
–Personal - Facebook
–Professional - LinkedIn
• Network and Professional Body
Martin Mvulane
Martin & Chantal
Your Purpose is your Big Picture, Internal vision of what
you would like to achieve. When you combine clear Values,
engage your Passions and take ‘on purpose’ Action, you
can follow your Personal Road Map to the Destinations
You Choose.
Chantal Kading Managing Director [email protected] 072 020 3597