strategic personal branding moghimi
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Create Awareness & Know how to implement some Ideas On Personal BrandingTRANSCRIPT
- 1. STRATEGIC PERSONAL BRANDINGGet The EdgeinThe Experience EconomyBahman MoghimiUniversity of GeorgiaSchool of Business and Economics77a Kostava Street, Tbilisi 0171, Georgiawww.ug.edu.ge/en
2. OBJECTIVESCreate Awareness&Know how to implement some IdeasOnPersonal [email protected] 3. THE FOUNDATION OF PERSONAL BRANDINGP + A + B = RPerception + Attitude + Behavior = RealityM + M + M.C = RMessage + Media + Market.Customer = [email protected] 4. PERSONAL BRANDSThe Next Revolution!(what was Manufacturing Revolution?)[email protected] 5. [email protected] 6. PERSONAL BRAND POWERNow More than EverA Brand EquatesGreater ROIVisibility, Profits, [email protected] 7. PERSONAL BRANDSPersonal Brands sit at the VERY Pinnacle ofRelationships. If done right; onceestablished it is virtually impossible forany person to Break the Emotional Dialog,your Brand is communicating between Youand Your Target [email protected] 8. GET THE EDGE!What Words, Phrases, Emotions Do You [email protected] 9. BE AN ORANGE!Stand Out In The Barrel Of [email protected] 10. SUCCESS IS THE PROGRESSION OF AWORTHY IDEALEARL NIGHTINGALE *[email protected] 11. PERSONAL BRANDINGvs.Personal [email protected] 12. COMPETENCY CURVERise From TheSea of Sameness(vague vs. specialized)[email protected] 13. TRUSTED ADVISOR(the center of influence)[email protected] 14. THE BIG LIE!Weve Been Taught ThatInformation is Power!Information is NOT [email protected] 15. ITS NOT WHAT YOU ARE THAT COUNTS,BUT WHAT PEOPLE THINK YOU ARE.JOSEPH [email protected] 16. THE REALITYIts NOT That YouHave To ThinkLike A CEO; ItsThat you Have ToBe Perceived AsA CEO(Jack Welch to Hugh Heffner) 17. IDEAL CEOJack WelchAnita RodickSteve CaseHerb KelleherLee IacoccaHoward [email protected] 18. IDEAL SPORTS FIGUREMichael Jordan ($200)Arnold PalmerTiger WoodsHakeem Olajuwon ($45)[email protected] 19. IMAGE IS WHAT THEY SEE,A BRAND IS WHAT THEY THINK & FEEL,IT CONVEYS OWNERSHIP!(ATTRACT / REPEL)[email protected] 20. PERSONAL BRANDING IS A 2-STEP PROCESS:1) STRATEGIC2) TACTICALBahman Note: Many people fail in business development efforts becausethey start at Step #2, entering a market with little or no congruency abouthow the market perceives you causing misalignment, skepticism [email protected] 21. 3 DEFINITIONS OF A [email protected] 22. MARKETINGA Brand represents a promise, an internalizedsum of all impressions received by clients,resulting in a distinctive position in their minds.Based on perceived benefits that conveys a trustthrough the brands personality, an intrinsic valueto the customer will be shaped. The brand equalsthe communication, equals the message, equalsthe promise [email protected] 23. INVESTORA Brand is an identifying symbol, words, or markthat distinguishes a product or company from itscompetitors. It is an intangible asset, a promise toa market which provides a competitive advantage.Appears as goodwill on the balance sheet of theacquirer in the amount by which the purchaseprice exceeds the net tangible assets of theacquired companys [email protected] 24. PERSONAL BRAND?The unfair advantage every individual hasby capturing the value of our PersonalCharacteristics, Attributes and LifeExperiences in a package that we effectivelycommunicate to our audience, leveraging thespecific use value that comes from ourUnique Talent. (intrinsic genius)[email protected] 25. 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)[email protected] 26. ATTRIBUTES OF PERSONAL BRAND Genius Quality Unique Ability/Talent Experiences (glue) Ancestral or Heritage Personality or Style Philosophy or Beliefs Integrity & [email protected] 27. "EXPERIENCE IS KNOWLEDGE,EVERYTHING ELSE IS INFORMATIONALBERT [email protected] 28. EXPERIENCESEquate [email protected] 29. UNIQUE EXPERIENCES Specialized Knowledge Creates aHigher Use Value(specialist vs. generalist) Ownership, YOU are theUndisputed [email protected] 30. CERTAIN THINGSBuilding A Personal Brand is NOT aboutdoing Certain Things; It's about doingCertain Things in a certain way[Communicating Certain Things In ACertain Way To Certain People][email protected] 31. STORY TELLINGThe vast majority of great leaders inhistory have been great Story TellersSource: Toastmasters [email protected] 32. METAPHORICAL STORYA Great Brand is a story thats nevercompletely told. A brand is a metaphorical storythat connects with something very deep, afundamental appreciation of mythology.Stories create the emotional context people needto locate themselves in a larger experience.Scott Bedbury, Creator of Nike & Starbucks [email protected] 33. THE BRAND DIALOGWhat Does Your External DialogSay To Your World?Example: Martin Luther [email protected] 34. RICHARD BRANSON, VIRGINThe idea that business is just a numbers affair has always struck me aspreposterous. For one thing, Ive never been particularly good atnumbers, but I think Ive done a reasonable job with feelings. And Imconvinced that it is feelings and feelings alone that account for thesuccess of the Virgin brand in all of its myriad [email protected] 35. THE (PSYCHOLOGICAL) IDEAL1. A Brand is Unique; It Cannot be Copied A process can be copied; once copied itbecomes a commodity Commodity Sales, Marketing, Advertising2. A Brand like Matter, cannot occupy thesame space in a persons mind!3. Conscious & Subconscious [email protected] 36. WHEATIESThe Breakfast Of ChampionsVs.Special [email protected] 37. ONE WORDBranding is [email protected] 38. REASONS WHY1. Trust Person2. Respect Person3. Respect Company4. Product Benefits5. Product Price+ 11. [email protected] 39. MANAGING YOUR BRANDYour PersonalCommunication& [email protected] 40. BRAND PROMISEDefines the intended reason [mind-share]and emotional benefits [heart-share] fromthe brand consumer's point of view,capturing their [email protected] 41. QUESTIONS TO ANSWER1) What emotions will your brand touch?2) What expectations will your brand create?3) What experiences will your brand provide?The sum of these questions equals a position in themind called brand ownership. You gain preferredstatus in their mind and become the [email protected] 42. You do not merely want to be one ofthe bests. You want to be considered asTHE ONLY ONE who does what youdo! Thats your USPBAHMAN MOGHIMIQUOTE IN PERSONAL BRANDINGSEMINAR GEORGIA, [email protected] 43. BRAND IDENTITY (THE PACKAGE)Seeks to articulate one key idea again andagain: whatever you do, be sure tocommunicate your brand consistently,every [email protected] 44. CONNECTION WITH MARKETPersonal Brands help YOU make areal connection with your market sothat you earn their business again,again and [email protected] 45. PERSONAL BRANDSEstablish AuthenticityCommunicate Value with Clarityto your Brands [email protected] 46. CONGRUENCYJack Welch -- LeadershipNelson Mandela -- FreedomMartin Luther King -- [email protected] 47. WHY PERSONAL BRANDING NOW? Who do you TRUST more? Who is more likely to do the RIGHT thing? Who is more likely to beACCOUNTABLE for their actions?Corporations or [email protected] 48. TECHNOLOGY VS. PEOPLEThe Great Crossover(we must take control back)[email protected] 49. CHAOSThere will be more confusion in thebusiness world in the next decade thanin any decade in history. And thecurrent pace of change will onlyaccelerate.Steve Case, CEO, Time [email protected] 50. SPECIALIZEYou MUST be DISTINCT andCOMMUNICATE YOURDISTINCTION or YOU will [email protected] 51. QUESTIONS TO PONDER How do people perceive you?What does the world think you stand for?What is the brand gap between yourbrand's perception and [email protected] 52. PERSONAL BRANDWhat Words, Phrase orEmotions Are [email protected] 53. LANGUAGEWhat Language AreYOU [email protected] 54. UNIQUE PACKAGINGCan you describe your Personal Brands Brand Mission? [external, includes clients] Brand Description? [how you are perceived] Brand Stand for? [what are you known for] Brand Personality? [fun, serious] Brand Packaging? [consistent] Brand Presentation? [congruency][email protected] 55. [email protected] 56. QUESTIONS TO ASK?1)What business is your Personal Brand in?2) What is superior about the use valueyou offer your brands consumers?3) What differentiates your personalbrand from those in your [email protected] 57. DISCOVERY QUESTIONS1) What kind of knowledge do you enjoy acquiring andsharing?2) Are your current tasks aligned with your lifes goals?How?3) What kind of advice do you give people (inside andoutside) your profession?4) What kind of advice do others ask you? What areyou known for?5) What area have you had the most personal study(training) over the last 3 - 5 [email protected] 58. WHO ARE YOU?What do People Think When They See You?(at a party for example!)[email protected] 59. PERCEPTION & REALITYWhat is the BiggestMisconception About [email protected] 60. BRAND WAKE-UP QUESTIONS!Have you ever considered that you are a Brand? What is your Personal Brand?How would you define it? What is your perception of your Personal Brand?What is your markets perception of your Personal Brand? Define? What isthe reality of these perceptions? How far apart is the Gap between thePerception (internal) and Reality (external) of Your Brand? How are youmanaging the reality of these perceptions within your market? How is yourPersonal Brand special or distinct? What unique talents do you have? Is yourBrands message aligned and congruent with your market? How can youdemonstrate that your Personal Brand is trustworthy? [email protected] 61. [email protected] 62. 3MSMessage + Media + Market2= Powerful [email protected] 63. WALL OF INDIFFERENCEPierce The Veils Of Indifference(Open Talks to Strangers!)[email protected] 64. SPECIALIZE OR [email protected] 65. UNIQUE TALENTUnique Talent is the only thing we grow inby Massive Leaps throughout our life andnever become bored with. Its how we arewired! Its who we [email protected] 66. WHY PERSONAL BRANDS FAIL Ignorance, People FAIL to recognize they are a Brand! Try to be All Things to all people [No Focus] Fail to tap into their True Passion/Unique Talent in Life Professionals dont 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 [email protected] 67. BRANDING METHODOLOGIES Networking Newsletters Interest Mail Post Cards Letter Series Testimonial Letters Referrals Personal Website E-Mail Multimedia Adjunct ProfessorWrite A Book Networking Club [email protected] 68. 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 WorthwhileEvent (Sales Major)[email protected] 69. BRANDING METHODOLOGIES Press Releases Publish ArticlesWrite 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 [email protected] 70. [email protected] 71. THE EXPERIENCE ECONOMYWe live to pay for the experience!Coffee Beans Commodity2 centsCup of Coffee Diner50 centsLatte Starbucks3 dollarsEspresso St. Mark's Square, Italy15 [email protected] 72. LAST WORDSA Personal Brand MustSincerely Care aboutAchieving Destiny! Successmeans never letting thecompetition define you.Instead you have to defineyourself based on a point ofview you care deeply [email protected]