Personal Branding Personal Branding Overview in 30 Sheets by Allexander Crepin

Personal Brand
Personal Branding
in 30 sheets
by Alexander Crpin
I help you to succeed
Crpin Consult, Alexander Crpin for inspiration, innovation & results in HR, talent & career management
The future aint what is used to be
Winnie the Pooh
The 21st century:

a fundamentally changing context for work & career
CHALLENGE: letting go of your traditional career paradigms
Modern Career Paradigm
Life cycle of jobs is shortening
increasing labor market dynamics:
jobs come & go

less & less job security!!!
Life time employment is over!!

MANY jobs AND employers
until retirement!!
Proactivity, agility & resilience required
Be in charge of your own journey!

Personal responsibility is an attitude, a philosophy, a way of being
Career journey = employment journey

Many jobs & employers until retirement!
Invest in getting a strong, preferred
candidate position on the job market!!
.
Personal Brand
To be found on the (online) job market

To be identified as an interesting candidate
To engage potential employment partners
To get employed (candidate nr. 1)
Your Personal Brand
is all of you
Personal Brand
all associations about you in peoples minds
about who you are, your unique value

combination of personal attributes, values, drivers, strengths & passions
what differentiates you from your peers,

your competitors for work!
Your Personal Brand

what other people tell you it is
what they say about you when you leave the room!
what they whisper about you, not what they say!
Errol Flynn
It is NOT what you say it is!

Personal Branding
Influencing
what to think & feel about you, how to remember
who you are & what you could do for them
Giving your target audience

reason(s) to choose for you
Personal Branding
to be noticed &
stand out
Effective personal branding elevates you from being just a commodity amongst many identical
commodities, to become something with a unique character and promise to deal with
Personal Branding Process

1. Identifying & defining
a. YOUR unique value offer (internal brand)
b. YOUR target audience (external brand)
2. Communicating your brand

3. Maintaining your brand
Personal Brand Process
Identifying YOUR value
Who am I
Find out
What do I have to offer
What makes me special
What makes me interesting to hire
Internal Brand
Your unique value
sets you apart from others competing for
the same kind of work / business
What you have to offer that no one else does!

External Brand
Your Image & reputation
How youre perceived by your market
what your (target) audience think of you
Your Target Audience

Know your target audience
Know/Ask what they are looking for
1: Employers 2: Recruitment agencies 3: Fellow workers 4: Competing workers

National & International
Personal Brand Process

Internal brand + External brand
& (job) market
next:
Position yourself
Define your differentiating personal brand!
Personal Brand Positioning
Successful Personal Brands
Authentic
You cant fake it
Remember:
People hire people they trust
Personal Brand Communication
Personal Brand Statement

verbal business card a statement of positioning & targeting
Elevator speech, Pitch

a thirty-second personal commercial, pitching yourself for a job or stretch assignment
Differentiating yourself
- who you are really
- what you do & are the best at (value)
- whom you serve (audience)
- how you do it uniquely (USP)

acting, doing & behaving
If others perceptions dene your personal brand
all you do
impacts your brand!
integrate your value proposition in everything you do

Dont sell the drink, sell the refreshment
It is not so much what you communicate,

but rather how
-
you do it
Tone of voice, conversation skills

Body language
Images & symbols
Colors
Type & of channels
How & What

Be interesting, share, be an informer & not an meformer
Storytelling
Publishing, (guest) blogging, vodcasting
Write reviews of relevant books
Launch your website & online career portfolio
Joining conversations, comment regularly
Presenting / training
Press releases

Social media: do it
- communicate
- promote
- connect
yourself platforms
- distribute
- self-publish
- produce
Personal Brand
Its not only what you know
but also WHO you know

The relationships you have also define your personal brand
Key to a successful brand: mutually beneficial relationships
Personal Branding
Build a (global) network of preferred employers

Monitor Feedback & Activity
o
o
o
o
Listen & see what resonates with your audience

Ask feedback from trusted fans & brand ambassadors
Monitor use Google Alerts & regular online searches
Dont be afraid to change your approach!
Personal Branding
Keep your brand fresh

The world is not standing still nor should you
Your brand is part of an ever evolving process
Re-invent & `upgrade` your brand

Think Madonna she is as much a marketing `upgrading` every 3-5 years as she is an entertainer
Personal Branding
Summary
Identify unique qualities & characteristics within you
Identify & understand your target audience needs
Position yourself differentiating in your target market
Communicate a crystal clear, consistent message across
multiple channels (online & offline) Build & tell compelling
stories to stand out & to separate yourself from competitors
o Build (online) supporting relationships
o Maintain & upgrade your brand, monitor feedback & activity
o Integrate your value proposition in everything you do
o
o
o
o
Personal Branding
Epilogue
Our lives are an amazing journey of self-discovery
toward wholeness, a balanced happy & successful life
We try to do the work we love & develop ourselves
continuously to keep on working until retirement
Personal Branding is likely a piece in the puzzle of that

ever challenging effort
Personal Branding
Time to strengthen your Personal Brand

call
help you to succeed
+ 31 653 641 905
twitter.com/AlexanderCrepin
nl.linkedin.com/in/alexandercrepin
Crpin Consult
Inspiration, innovation & results
See also my Personal Branding workshop
See also my Talent 2.0 workshop
See also my Coaching workshop
End!
Thank you
Thank You

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Personal Brand

The future aint what is used to be

Winnie the Pooh

The 21st century:

Modern Career Paradigm

Life cycle of jobs is shortening

increasing labor market dynamics:

jobs come & go

Modern Career Paradigm

Life time employment is over!!

Modern Career Paradigm

Be in charge of your own journey!

Modern Career Paradigm

Career journey = employment journey

Invest in getting a strong, preferred

candidate position on the job market!!

To be found on the (online) job market

Your Personal Brand

about who you are, your unique value

what differentiates you from your peers,

Your Personal Brand

It is NOT what you say it is!

Giving your target audience

Personal Branding Process

2. Communicating your brand

Personal Brand Process

Identifying YOUR value

What you have to offer that no one else does!

Your Target Audience

1: Employers 2: Recruitment agencies 3: Fellow workers 4: Competing workers

Personal Brand Process

Personal Brand Positioning

Successful Personal Brands

People hire people they trust

Personal Brand Communication

Personal Brand Statement

Elevator speech, Pitch

Personal Brand Communication

Personal Brand Communication

It is not so much what you communicate,

Tone of voice, conversation skills

Personal Brand Communication

How & What

Personal Brand Communication

but also WHO you know

Personal Brand Communication

Listen & see what resonates with your audience

Keep your brand fresh

Your brand is part of an ever evolving process

Re-invent & `upgrade` your brand

Personal Branding is likely a piece in the puzzle of that

Time to strengthen your Personal Brand

See also my Personal Branding workshop

See also my Talent 2.0 workshop

See also my Coaching workshop

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