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Personal Branding Corporate Training Materials. Module One: Getting Started. A personal brand is your promise to the marketplace and the world. Tom Peters.
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Personal Branding Corporate Training Materials
Module One: Getting Started A personal brand is your promise to the marketplace and the world. Tom Peters • In the information age, personal branding is necessary for the success of any company or individual. Failing to manage personal branding can lead to misinformation about you or your company becoming public. Taking control of your public image is no longer an option.
Module Two: Defining Yourself (I) Life isn’t about finding yourself. Life is about creating yourself. George Bernhard Shaw • You are in control of your personal brand if you choose to be. When establishing your brand, it is essential that you define yourself. Remember that perception is reality, so it is essential that you carefully cultivate your image
Module Two: Review Questions • How will you be branded if you do not brand yourself? • By your work • By the market • By the law • You will not be branded • What is necessary to manage a public reputation? • Monitoring • Market • Mantra • Personal branding
Module Two: Review Questions • How many words is a mantra? • 3 to 5 • 1 to 3 • 5 to 7 • It does not matter • What do you Not need to consider in a brand mantra? • Simple • Communicate • Strength • Inspire
Module Two: Review Questions • What attracts people? • Brands • Persona • Authenticity • Lies • What has become easier? • Strength • Fact checking • Opportunity • Threat
Module Two: Review Questions • What is a positive internal influence? • Strength • Weakness • Opportunity • Threat • What is a negative external influence? • Strength • Weakness • Opportunity • Threat
Module Two: Review Questions • How far were sales above projection at first? • 20% • 10% • 25% • 30% • How far did sales fall after a negative online comment? • 20% • 10% • 25% • 30%
Module Two: Review Questions • How will you be branded if you do not brand yourself? • By your work • By the market • By the law • You will not be branded • You need to brand yourself. The market will brand you if you do not. • What is necessary to manage a public reputation? • Monitoring • Market • Mantra • Personal branding • It is important to manage your public reputation. Personal branding helps manage a public reputation.
Module Two: Review Questions • How many words is a mantra? • 3 to 5 • 1 to 3 • 5 to 7 • It does not matter • Brand mantras are brief. They are only 3 to 5 words. • What do you Not need to consider in a brand mantra? • Simple • Communicate • Strength • Inspire • Strength is not necessary when establishing a mantra. The other answers need to be considered.
Module Two: Review Questions • What attracts people? • Brands • Persona • Authenticity • Lies • People are attracted to authenticity. This is why communication needs to be honest. • What has become easier? • Strength • Fact checking • Opportunity • Threat • Fact checking has become easier to do. Lies are easier to discover.
Module Two: Review Questions • What is a positive internal influence? • Strength • Weakness • Opportunity • Threat • Strengths and weaknesses are internal characteristics. The other answers are external characteristics. • What is a negative external influence? • Strength • Weakness • Opportunity • Threat • Opportunities and threats are external characteristics. The other answers are internal characteristics.
Module Two: Review Questions • How far were sales above projection at first? • 20% • 10% • 25% • 30% • The sales were originally 20% above expectations. This fell after a customer was ignored. • How far did sales fall after a negative online comment? • 20% • 10% • 25% • 30% • Sales fell 30%. They were originally 20% above projections, which brings the sales down to 10% below projections.
Module Three: Defining Yourself (II) When you brand yourself properly, the competition becomes irrelevant. Dan Schwabel • Once you understand what you have to offer, it will be possible to create a brand image that is both honest and positive. Defining yourself will allow others to see you clearly.
Module Three: Review Questions • What is useful for establishing pillars? • Discussion • Passions • Brainstorming • Nothing • What do pillars reflect? • Core values • Consistency • Interest • Brand
Module Three: Review Questions • What should your brand reflect? • Nothing • Passions • Interests • Strengths • What is true of passions in your brand? • They should only be work related • You should not express them • They should be professional • They should include all passions
Module Three: Review Questions • What should you consider when identifying strengths? • Weakness • Natural talent • Mistakes • All of the above • Focusing on which of the following will distract from your strengths. • Nothing • Passion • Interests • Desired attributes
Module Three: Review Questions • What needs to be clear in your brand? • What you do and do not represent • What you represent • What you do not represent • Everything • What makes the brand visibly dependable? • Consistency • Clarity • Constancy • Nothing
Module Three: Review Questions • Why was Ashley evaluating her strengths? • Work exercise • Personal growth • Curiosity • No reason • How did Ashley answer the questions on her exercise? • She told the truth • She copied someone else’s answers • She lied • She did not
Module Three: Review Questions • What is useful for establishing pillars? • Discussion • Passions • Brainstorming • Nothing • Pillars are core values. Brainstorming helps identify pillars. • What do pillars reflect? • Core values • Consistency • Interest • Brand • Pillars need to reflect core values. They are essential for a brand.
Module Three: Review Questions • What should your brand reflect? • Nothing • Passions • Interests • Strengths • Your brand needs to reflect your passions. First, you need to identify your passions. • What is true of passions in your brand? • They should only be work related • You should not express them • They should be professional • They should include all passions • All of your passions need to be included in your brand. Do not limit them to work related passions.
Module Three: Review Questions • What should you consider when identifying strengths? • Weakness • Natural talent • Mistakes • All of the above • Strengths are essential to branding. Natural talent should not be overlooked when identifying strengths. • Focusing on which of the following will distract from your strengths. • Nothing • Passion • Interests • Desired attributes • Questionable activity puts a computer at risk. Logging onto questionable websites increases the risk of a virus.
Module Three: Review Questions • What needs to be clear in your brand? • What you do and do not represent • What you represent • What you do not represent • Everything • Clarity is part of the three Cs. Your brand needs to be clear about what it does and does not represent. • What makes the brand visibly dependable? • Consistency • Clarity • Constancy • Nothing • Constancy makes the brand visibly dependable. Clarity and consistency are the other 3 Cs.
Module Three: Review Questions • Why was Ashley evaluating her strengths? • Work exercise • Personal growth • Curiosity • No reason • Ashley was evaluating her strengths for and exercise at work. She was not naturally curious. • How did Ashley answer the questions on her exercise? • She told the truth • She copied someone else’s answers • She lied • She did not • Ashley answered the questions. She lied.
Module Four: Controlling and Developing Your Image If you are not a brand, you are a commodity. Philip Kotler • This module will further explore the influence of the 3Cs. Remember that your brand needs to be clear and consistent, and you need to be committed to it. By following the rules of the three Cs, you will be able to control and develop your brand and your image.
Module Four: Review Questions • What can failure to represent your brand clarity cause? • Interest • Destruction • Consistency • Nothing • What will cause people to embrace your brand? • Exposure to the brand • Exposure to the brand’s history • Understanding what the brand does not represent • Clearly understanding what the brand represents
Module Four: Review Questions • What will cause your brand to suffer? • Lack of consistency • Consistency • Commitment • Nothing • What impression does constant rebranding create? • Interest • Decisiveness • Indecisiveness • Nothing
Module Four: Review Questions • How should your brand’s promises be executed? • With dependability and faithfulness • With expectations • With faithfulness • With dependability • Exposure to your brand must ________. • Vary with each person • Be the same for each person • Be creative for each individual • Change constantly
Module Four: Review Questions • What will happen as you live out your brand? • It becomes more difficult • The brand evolves • It becomes easier • Nothing • How often should you live out your brand? • At work • As needed • When necessary • Daily
Module Four: Review Questions • How long did Jenifer work before leaving for a few weeks? • 6 months • 3 months • 2 month • 12 months • Why did Jennifer’s partner change the product? • Uncertain how to cook • Save on labor • Lack of interest • Save on labor and cost
Module Four: Review Questions • What can failure to represent your brand clarity cause? • Interest • Destruction • Consistency • Nothing • Brand clarity is essential to brand success. Lack of clarity will lead to destruction. • What will cause people to embrace your brand? • Exposure to the brand • Exposure to the brand’s history • Understanding what the brand does not represent • Clearly understanding what the brand represents • People need to clearly understand what your brand represents. This will help people embrace your brand.
Module Four: Review Questions • What will cause your brand to suffer? • Lack of consistency • Consistency • Commitment • Nothing • The branding requires consistency. A lack of consistency will cause the brand to suffer. • What impression does constant rebranding create? • Interest • Decisiveness • Indecisiveness • Nothing • Consistency is important for a brand’s reputation. Rebranding creates the impression that a brand is indecisive if it is constant.
Module Four: Review Questions • How should your brand’s promises be executed? • With dependability and faithfulness • With expectations • With faithfulness • With dependability • Commitment requires dependability and faithfulness. This is how promises need to be executed. • Exposure to your brand must ________. • Vary with each person • Be the same for each person • Be creative for each individual • Change constantly • Exposure to a brand should be consistent. Should be the same for each person.
Module Four: Review Questions • What will happen as you live out your brand? • It becomes more difficult • The brand evolves • It becomes easier • Nothing • Your actions will become easier as you repeat them. This requires you to live it daily. • How often should you live out your brand? • At work • As needed • When necessary • Daily • Consistency and constancy are essential for branding. This requires living the brand daily.
