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Be Your Own Brand David McNally. Presented by: Bobby, Erica, Bubbles, Keiichi, Stirling. Personal Branding. What exactly is a Brand? A brand is a relationship. One that involves trust when two people believe their value systems. Perception or emotion, maintained by somebody other than you.

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Be your own brand david mcnally l.jpg

Be Your Own BrandDavid McNally

Presented by: Bobby, Erica, Bubbles, Keiichi, Stirling

Personal branding l.jpg
Personal Branding

  • What exactly is a Brand?

    • A brand is a relationship. One that involves trust when two people believe their value systems.

  • Perception or emotion, maintained by somebody other than you.

  • Your brand is a reflection of who you are and what you believe.

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Quality and Quantity

  • Brands all are around us

    • So much we look right past them

  • Estimated that the average person is exposed to more than 3,000 messages a day

  • People are willing to pay 9-12% higher for the brand name

    • Coca-Cola’s brand is estimated to be worth about half the company’s total market value

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Personal Brand Characteristics

  • Three key components

    • Distinctive

    • Relevant

    • Consistent

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Strong personal brands are Distinctive

  • They stand for something. They have a point of view

  • Your brand becomes strong when you decide what you believe in and then commit yourself to acting on those beliefs

  • Why?

    • Making a commitment means doing what you said you would do despite the obstacles

  • Your personal brand is based on your values, not the other way around

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Strong personal brands are Relevant

  • What they stand for connects to what someone else considers to be important

  • Determined not only by your product or service but buy how it (and you) can meet their needs

  • The more relevance the stronger your brand becomes

  • Relevance is something we earn by the importance others place on what we do for them and by their judgment of how well we do it

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Strong personal brands are Consistent

  • People come to believe in a relationship based on the consistency of behaviors they experience or observe

  • Defines your brand more clearly and concisely

  • Established dependability of behavior

  • Over time people learn to trust you

  • Consistency is the hallmark of all strong personal brands. Inconsistency weakens brands and suspends belief.

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Components of the “Brand”

  • Three components of creating a Brand

    • Roles

    • Standards

    • Style

  • These components must be clearly identified in order for the Brand to be a “Brand”

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Personal Brand Authenticity

  • Your brand needs to be authentic for it to be successful

  • Purpose, vision, and values lead to authenticity of your brand

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Asking yourself questions…

  • What is my life about?

  • What do I want to create?

  • What do I hold to be true?

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Brand Values Profile

  • Identify your personal Values

  • Real values vs. idealized values

  • Minimizing conflicts

  • Making better decisions based on values

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Personal Brand Framework

  • Personal Brand Dimension

  • Personal Brand Platform

  • Personal Brand Promise

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Personal Brand Dimension

  • Defined as the combination of roles, standards, and styles that defines the unique aspects of your personal brand.

  • 3 steps:

    • Identify the areas where roles matter

    • Examine your standards and values

    • Define your style

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Personal Brand Platform

  • This is the single most dominant characteristic of your personal brand dimension

    • It is the characteristic that makes you distinctive.

    • It correlates with your most prized value

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Personal Brand Promise

  • Defined as the concise, meaningful, and inspiring statement developed from your brand dimension driven by brand platform, that sums up the impact a relationship with you will have on someone else.

  • It should reflect the desire and ability to meet another specific person’s needs and desire at a particular time

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  • Emotional connections are essential

  • Aside from building a strong relationship with others, it is also important to be true to yourself

  • Personal brand should be aligned with the belief system you have and the people important to you.

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  • Brands should be clear and concise

  • Once you know it, you should apply it

  • Do not change your brand when there is a new situation

  • KEEP IT!

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  • Simple issues = Habit = Behavior = People will modify their expectations

  • Brands build strength over time through interaction, they do not happen overnight. We have to practice and practice and actually use it as it becomes part of our behavior.

  • The more clearly your brand becomes the more authentic, lasting and rewarding the relationships built on it.

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Personal Brand Strategies

  • Brand equity

    • Like a bank account

      • Strong relationship = Making a deposit

      • Consistent strength = Accrues interest

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A word about transactions

  • To measure the way people interact with your brand, identify these variables

    • They have their expectations of what will happen

    • They have their experiences of what did happen

    • They have the observations of the process of getting from expectations to experience

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Sign up or sign out

  • When values you stand for and your organization stands for align = MAGIC

  • Organizations get more highly committed workers

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Above and Beyond

  • If you have it, don’t wait for someone else to give you the power to make some changes

  • Someone else may define what you do in the course of the day, but how you do it is in your hands

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The courage to live your brand

  • Brand Moments

  • To be perceived as a strong person brand, you have to decide what you stand for, and then you have to be that

  • Brand are relationships

  • They reflect values