personal branding workshop_181110
DESCRIPTION
personal branding workshop at Delft University for PhD studentsTRANSCRIPT
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personal branding
“Destination Doctorate” TU Delft
November 18th 2010
Ivo Boelens / Tom Scholte
TU Delft Rector Magnificus
Asked for this
job?
Applied for this
job?
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Rector Magnificus
He was Asked for this
job.
He applied for this
job.
90% of participants
think:
10% of participants
think:
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Rector Magnificus
He applied for this
job.
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(personal) branding is about a clear what: coffee, beer, researcher or rector magnificus and being really good at that.
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…and besides branding is about emotion, experience and characteristics. About who you are.
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There were three candidats. Mr. Luyben was chosen for his decisiveness, passion and creativity.
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Most products are branded with an ‘artificial’ emotional value around their product.
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Personal branding is the other way around: from the inside out: who you are and why you do what you
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Strongest brands based on..
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The extent in which the brand plays a role in the purchase of a product or service.
How strong is a brand?
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The extent in which the person plays a role in the selection for a project or job.
How strong is a personal brand?
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result of personal branding:increase of percieved value
being asked for the things you want to be asked for
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What do people find if they Google you?
What do people thinkg if they think of you?
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But more importent: how are people able to find you?
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good & satisfied ≠ loyal
excellent = loyal
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whatjob
activities
‘how’ extra unexpected
qualitieswho‘why’
First: your personal branding template
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1.What
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1.What is it that you have to offer?What is it that you do?
,or want to do?
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what?
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what?
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what?
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what?
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what?
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what
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what
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what?
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what
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what
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what?
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what?
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what?
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what?
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practice• in 30 seconds write down what it is that you do
• stand up and walk to some one and exchange your ‘whats’
• activities – services – products• results
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2.Who & Why
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The risk of no personal branding.
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Rector Magnificus
“As a leader you have to proclaim a religion”
What’s your religion?Where do you believe in?Why do you do what you do?
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why
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why
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why
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Why are you doing that?Why do you want to do that?
What do you want to reach?Who do you want to make happy?
Walk to someone you don’t know.
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3.Who and howextra and unsuspected
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If you are a business consultant, what kind of business consultant are you?
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If you are a social researcher, what kind of social researcher are you?
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What are your strong characteristics?
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how
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Easy for other people/
how
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how
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Suppose that you would be a car. What type/brand would it be, why this one and whith which caracteristics?
Suppose that you would be a topsporter. What sport would it be why this one and whith which caracteristics?
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Whatproductservice
‘how’ extra unexpected
qualitieswho‘why’
delivering quality
creating experiences
showing personality
not enough
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Who can tell us about a nice and positive experience you
had at work/research last week?
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Congratulations!
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TU Delft ‘PhD’
personal brandaward 2010
personal branding
moment
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1.sharing
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share what you do
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share what you do
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share what you have done
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share what you do
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share what you do
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share your ambitio
n
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work, ambitions, results, opinions, observations, network, knowledge
online and offline
1.sharing
and projects
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practice• in 30 seconds write down a recent project or activity
where you showed your ‘car/sporter’ characteristics
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2 minute elevator, canteen, hallway conversations.
How are you, what have you been doing lately?
Thanks for asking, I am working on, I just returned from, I just finished a project concerning…
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2.monitoring
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monitoring
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monitoring
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monitoring
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monitoring
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monitoring
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monitoring
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key subjects, trends, alternatives and…
online and offline
2.monitoring
your network
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monitoring
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monitoring
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3.responding
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respond
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respond
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share
monitor respond
Whatproductservice
‘how’ extra unexpected
qualitieswho‘why’
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www.linkedin.com/in/tomscholte
www.twitter.com/tomscholte
www.tomscholte.com
www.facebook.com/tomscholte
Places where Tom shares his work, monitoring and network:
www.slideshare.net/tomtom
www.youtube.com/tomscholte
www.personalbrandingblog.nl
Join my network!
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This is not what I do. This is who I am.