Writing Skill ForExecutives Branding

Kresnayana Yahya, M. Sc

“Awali branding Anda dengan tulisan.”

~ Edy Zaqeus

9 Steps to Build Your Personal Brand (and Your Career)

Figure out how it's

relevant to your

industry

Help people understand

why they need your services

Figure out what you do

best and what you are

known for

Build out your social

profiles

Create content and

get it out there

Keep updating

your content and brand

You can't be a brand alone

Make sure every interaction leaves them

feeling like you have lived up to

your brand statement

Keep your personal

brand and your personal life separate

Last Words…A Personal Brand Must Sincerely Care about Achieving Destiny! “Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.” Tom Chappell, CEO, Tom’s of Maine

WhoAmI.comMarketing yourself and your skills online , on time and every where

Are you a BRAND

OBJECTIVES

Create Awareness On Personal Branding

Take Home Ideas You Can Implement

The Foundation OfPersonal Branding

P + A + B = RPerception + Attitude + Behavior = Reality

M + M + M2 = RMessage + Media + Market2 = Results

what ROLES do you play?

what kind of STANDARDSdo you have?

what is your STYLE?

ROLES our relationship with others

• Key relationships• Roles vary depending on the

relationship• Your roles are the reason you are

in a relationship

Our ROLES with others in business

• What a brand does for you.• The customer is the most important

relationship in a business.• The customer sets the bar for the

relationship but the company sets the expectations.

Example of ROLES

• Father/Mother• Daughter/Son• Sister/Brother• Student• Employee

ROLES vs. JOBS• Your role is defined by what you

do for the customer. • Your job is defined by what you

do.• Roles in jobs can change

depending on the customer.

ROLES and Responsibilities• After you define a role, responsibilities

are implied.• Figuring out the responsibilities and

keeping up with them is part of a brand role.

• Your brand is based on how effectively you meet your responsibilities and live up to your roles.

STANDARDS as modifiers.

• It’s not who you are, but what you do and how you do it.

• Sometimes overlaps with style.• How you do things can shape the

nature of the relationship with others i.e. consumers, subordinates, family, community.

Perception• Perception becomes reality.• Want to be perceived as a detail oriented

individual, then the actions must speak for themselves.

• We set our standards for how we want the relationship to be seen, and understood.

• Perception is built through our actions not intentions.

Judging by STANDARDS• People make judgment of your actions.

Not only what you do, but also how well you choose to do it.

• One must invest time and effort to create a standard for themselves.

Ex: You want your boss and coworkers to rely on you for certain tasks requiring a specific level of expertise. You must have demonstrated that quality by placing enough research time and effort to acquiring that level of experience.

Examples of STANDARDS• Reliably efficient - Creatively undisciplined • Non-judgmental listener - Assertively

opinionated• Proficient net-worker - Focused on a close

circle of friends• Open-minded - Orthodox• Unfocused - Detail Oriented• Situational Values - Consistent Values

Stick by your guns.

• Can’t please everyone.• Focus on what you hold true and the

message you want to send.• Standards could be positive and

attractive to one and the complete opposite to another.

• Standards vary depending on the nature of the relationship.

STYLE Elements• Descriptives are Highly Subjective

– Introverted vs. Extroverted– Open minded vs. Biased – Friendly vs. Crass– Easygoing vs. Rigid– Upbeat vs. Cynical– Always in a hurry vs. Very Reflective

It’s not uncommon for people to describe the

brands in their lives strictly in terms of style.

President Obama has charisma.

Personal Brands

The Next Revolution!

(manufacturing revolution)

Get The Edge!

What Words, Phrases, Emotions Do You Own?

Be An Orange!

Stand Out In The Barrel Of Apples

Be An Sunkist Orange

BRAND MANAGEMENT TOOLSGUIDELINES: have standards that will be used

as your manifesto

TRAINING: improve yourself

SPECIAL EVENTS: promote and create special focus on your brand dynamics

REWARD AND RECOGNITION: don’t take things for granted

… QUESTION, PROBE, EVALUATE, CHALLENGE…

BRAND MOMENTS are the times when your unique

combination of roles,

standards, and style will be put to test.

YOUR BRAND WILL SHINE OR FADE.

The PERSONAL BRAND you create will become a dynamic

presence in your life. But to remain strong, it must be renewed everyday. It must become a part of everything you

do.

BRANDS are relationships. They reflect values.

“Success Is The ProgressionOf A Worthy Ideal”-- Earl Nightingale

Personal Branding

vs.

Personal Development

Skills = Possibilities

Take inventory of what YOU offeró Major skills and abilities

ó Social, technical or field-specific skills

ó Important personal attributes (hard-working, trustworthy, results-oriented, decisive)

ó Ask: Where have I successfully used these abilities, skills and attributes?

Why Look at Transferable Skills?ó Leverage skills for new opportunitiesó Target skills will offer the greatest personal rewardó Identify areas of strength and interestó Identify areas for growth and developmentó Identify areas of burnout or dissatisfactionó Data for self-marketing/ personal branding

3 Types of Skillsó Technical/ Work-specific skills are specific to a job and are not easily

applied in other environments or situations. These skills tend to be technical and specialized.

ó Functional/transferable skills can be applied in most environments and situations. They incorporate various combinations of data, people, and thing skills. Examples of functional skills include communication, planning, organizing, managing, analyzing, and problem-solving.

ó Self-management skills (sometimes referred to as personality traits) are related to how we conduct ourselves and are rooted in temperament. Examples of these skills include taking the initiative, resourcefulness, being good-natured, and reliability.

Competency Curve

Rise From The

“Sea of Sameness”

(vague vs. specialized)

“Its not what you are that counts, but what people think you are.”

-- Joseph Kennedy

The Reality

Its NOT That You Have To Think Like A CEO; Its That you HAVE To

Be Perceived As A CEO

(Jack Welch to Hugh Heffner)

Image Is What They See, A Brand Is What They Think &

Feel, It Conveys Ownership!

(attract / repel)

Personal Brand?

The unfair advantage every individual has by capturing the value of our Personal Characteristics, Attributes and Life Experiences in a package that we effectively communicate to our audience, leveraging the specific ‘use value’ that comes from our Unique TalentTM. (intrinsic genius)

What Does a Brand Represent?• Positive Expectation (benefits)• Promise to your Market • Preferred (privileged) Position • Owns Equity of the Mind• Highest Level of TRUST• Unique (cannot be copied)

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Objectivesn What is Branding? Understand its

importance in the fullest sense.n Understand your personal brand

promise and how your distinct talent contributes to the strategic direction of your team and organization.

n Design your personal brand to better distinguish your talent and contribution and to deliver inspired performance.

Experiences

Equate Credibility

Unique Experiences

• Specialized Knowledge Creates aHigher Use Value(specialist vs. generalist)

• Ownership, YOU are the Undisputed Authority

Wheaties

The Breakfast Of Champions

Vs.

Special K

One Word

Branding is Summed-up as

TRUST

Reasons Why1. Trust Person2. Respect Person3. Respect Company4. Product Benefits5. Product Price+ 11. Like-ability

Managing Your Brand

Your Personal

Communication

& Positioning

3M’s

Message + Media + Market2

= Powerful Brand!

Why Personal Brands Fail• Ignorance, People FAIL to recognize they are a Brand!• Try to be All Things to all people [Need Laser Focus]• Fail to tap into their True Passion/Unique Talent in Life • Professionals don’t realize their External Perception• Lack of consistency in behavior and image portrayed • Right Message, Wrong Market! • Fail to recognize Competitors Brand [Emotion]• Fail to have a Mentor to Advise them (lone wolf) • Fail to Reposition properly against another brand

Branding Methodologies• Networking• Newsletters• Interest Mail• Post Cards• Letter Series• Testimonial Letters• Referrals

• Personal Website• E-Mail• Multimedia • Adjunct Professor• Write A Book• Networking Club• Speaker

A brand is many things but four features are critical:

A brand is:

1. Communication

2. Truth

3. Promise & Expectations

4. Differentiation

The Samurai Group

Branding Methodologies• Testimonials• Mentoring• Association Boards • Community Boards• Letters To The Editor• Tips, Trends &

Surveys

• Camera Opportunities• Calendar Listings• Endorsement Letters• 800# • Brochures• Create A Worthwhile

Event (Sales Major)

The Samurai Group

Branding Methodologies• Press Releases• Publish Articles• Write A Column • Contribute to Pubs• Radio/TV Interview• Host Radio/TV Show• Audio/Video Tape

• Alliances• Joint Ventures• Co-Branding• References• Case Studies• Stories • Sponsor An Event

Great brands are characterized by:

Their ability to Communicate