personal branding - delft university of...

Personal branding ‘Merk-waardig gedrag’ TU Delft September 2011

Ton Rodenburg

klanten

Integrated Branding: also for Personal Brands

(ARA integrated branding model)

Distinct…… or extinct Tom Peters

Branding: the ‘heart’ earned certification of true and cool distinction

Step 1. Identity

•  Personal mission statement •  Challenging ambitions •  Energetic, authentic and

differentiating core values

Goed of fout? Betekenisvolle Missies…

•  To offer our clients great service in their financial choices for the future

•  To organize the worlds knowledge (To raise the worlds IQ) •  To inspire and nurture the human spirit— one person, one

cup, and one neighborhood at a time.

Big hairy audicious goals

TU Delft

•  Imaginative freedom •  Societal connectivity •  Crossborder coöperation •  Comprehensive knowledge

Google

1. Focus on the user and all else will follow. 2. It's best to do one thing really, really well. 3. Fast is better than slow. 4. Democracy on the web works. 5. You don't need to be at your desk to need an answer. 6. You can make money without doing evil. 7. There's always more information out there. 8. The need for information crosses all borders. 9. You can be serious without a suit. 10. Great just isn't good enough.

Step 2 Personal marketing

Brand called ME

Promotion

Product People

Place

Price

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Elevator Pitch Esmée Ficheroux Yacht

Winner best female sales director 2009 (SMA): Thumb What am i good at? Pointing finger What’s my direction? Middlefinger What do i hate? Ringfinger Where are my loyalties? Pink What can i further develop?

http://www.youtube.com/watch?v=Ot4K-KCLAqs

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http://www.youtube.com/watch?v=wEf1aCJF7aU&feature=player_embedded#at=31

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Step 3: your communications plan

www.isparade.jp

Thanks!!

t.rodenburg@ara.nl www.linkedin.com/in/tonrodenburg

www.twitter.com/tonrodenburg 010-4057100 06-54373801 www.ara.nl