personal branding canvas
TRANSCRIPT
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personal branding
Tom Scholte – January 2018
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Contents
introductionI. personal branding mindsetII. discover & describeIII. comply
follow up
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Introduction
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personal brandingIncreases your impact, the appreciation of your work,of you as a professional and also therecommendations and questions for your servicesand activities.
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personal branding vs. product
branding
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Transformations- see different things- see things differently- do different things- do things differently
The experience
economy
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“a transformation is a tailor-made experience with an
educational element and a changed individual as a
result.”
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personal branding
- to align who you are with what you do
- a way of thinking and working to increase your impact
- to influence the way you are perceived by others
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Intended transformation personal branding
session
• see yourself as a brand• you are able to create an experience and a transformation
• continously discover & reinvent yourself
• strategically communicate and express• who you are• what you do or want to do• how you do what you do
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personal branding skills
- increase self-awareness and self-knowledge
- communicate offer and meaning
- to get yourself, your work and your impact noticed
- comply
- strengthen network
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How? : personal branding
canvas
I. take on a personal branding mindset
II. discover and describe your added value1. offer2. target audience3. brand values – experience- transformation
III. comply1. communicate2. activities, attitute and behaviour3. strengthen your network
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personal branding canvas
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You brand yourself as:1. knowledge expert
• personal branding, social media, inclusion, communication, leadership, team development, e-health, geographical information systems, etc. etc.
2. competency expert• cooperation, creativity, initiative, presenting, result-orientedness, etc. etc.
3. specialist in a specific role• consultant, coach, trainer, developer, graphic designer, manager,
communication advisor, accountmanager, accountant, etc. etc.
4. specialist in specific products/ services• communication workshop, business plan, website, bookkeeping, coaching,
photography, events, etc. etc.
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You brand yourself with:1. values strived after
• happiness, open-mindedness, power, independence, challenge, etc. etc.
2. meaning created• increased revenues, commitment, clarity, improved employer satisfaction,
etc. etc.
3. emotion experienced• respect, joy, energized, pride, confidence, inspiration, etc. etc.
4. guided transformation• changed perspective, changed attitude, changed behaviour, etc. etc.
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Final test - personal branding
moduleThe personal branding canvas provided you with the insights on your fields of interest/
expertise, your strengths, your values and your value/ meaning for other.
The final assignment of the personal branding module is to write a personal ‘character
description’ (400 - 500 words) of how you will brand yourself starting tomorrow. This
description is like your personal brand passport where you describe yourself or your
role in the third person including values, strengths, behavior, attitude, activities and
way of communication.
You can use character descriptions from books movies and plays for inspiration
This character description describes things you already do and also things you want to get
yourself doing in the near future. If you read it tomorrow, it brings a smile on your face
and fulfils you with joy that you are the one who is entitled to play this role.
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What are your desired personal branding results? (6-12 months from now)
1)
Which competences do you need to develop to realize
this?
1)
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sparkling moment
- Look back on your professional activities of the past weeks. Select a ‘sparkling moment’. This is a moment:
- in which you explicitely experienced your impact on others, on an organization or on a project;
- in which you felt valued for something you did;- in which you were asked for advice, a new project or
something else.
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I. personal branding
mindset
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1. time and attention2. professional window3. think about the problem of your target audience4. recognizable and distinctive5. a future focus6. focus your attention on the positive7. keep reinventing yourself
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I. personal branding mindset
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I. discover and describe
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1a) fields of expertise
- I am interested in…- I would like to know more about…- I am specialized in…- My field of expertise is…- I am reading books about…- I am studying …- …
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examples fields of interest/
expertise
archiving non profit organizations cultural heritagesocial change global communities environmentmusic group building designingcommunication wild life talent findingnon profit funding cultural antropology media analysisNGO’s Middle East datarenewable energy digital media women studiesproject management recruitment organizational changesocial media contract management usability UXphoto archiving training strategy developmentmarine biology crisis communication brandinginternatinal events news writing budget management
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5 questions about your #1 topic
1. Explain this topic in your own words2. Why is it an important topic?3. And why is that important?4. Summarize your answer of question 3 in one sentence.5. Summarize your answer of question 4 in one word.
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1b) skills/ talents
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1b) Johari
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1b) Core qualities
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core quality pitfall
allergy challenge
too much of a good thing
too much of a good thing
positiveopposite
positiveopposite
-
-
+
+
1b) skills/ talents
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1b) skills/ talents
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qualities/talents
explanation meaning/ valuefor others
experienced situation/ story
1.
2.
3.
1b) skills/ talents
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1c) Role/ activities
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2a) Values
“I don’t sell beer, I sell warmth.”
Freddie Heineken
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2a) Values
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2a) Values
1. explain in your own words
2. give an example situation where experienced or contributed to this value
3. give an example of a reference product, company, person, movie, book, …....
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2c) emotion created
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1) ‘target audience’
2) problem -challenge
3) actual solution; what did you do?
4) emotion of the otherpeople after cooperation
1. all staff reorganization/ restructuring,uncertainty
training/ coaching ‘reflecton your job’
motivated, knowing what to do, positive, thinking in opportunities
2. management savings, changes in goverment policies
hr advice supported, self confidence, knowing what’s going on insidethe organization
3. MBA students find a new job personal branding trainingclasses
knowing what to do en what to communicateincreased self confidence
2c) emotion created
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Paul is an empathetic, committed and sincere designer whosupports socially relevant organizations that who they are is in line with the story they tell and the image they create
Paul develops education materials, promotional materials and other means of communication that contribute to a change in knowledge, attitudes or behavior.
Paul is committed to a sustainable world where people interactconsciously and respectfully with each other and with theirenvironment.
5) personal branding statement
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<name> is a…, …, …, (3 personal traits/ characteristics)… (role) who contributes to …. (meaning/ value) for … (target organization/ people).
<name> …, …, …, (3 products/ services) to support … (meaning/value- what you want to add/change in this world).
5) personal branding statement
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Follow up: your personal branding
strategy
1. define• the most important element to take on a personal branding mindset• the most important personal branding competencies to strenghten
2. plan to reflect and review your personal branding canvas
3. compliance strategy• communicate• express• strengthen your network
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personal brandingIncreases your impact, the appreciation of your workand of you as a professional and also therecommendations and questions for your servicesand activities.
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Thank you
www.transformationcompany.eu
www.linkedin.com/in/tomscholte