Personal Branding, an introduction why, what & how by Alexander Crepin

Personal Brand
Personal Branding
in 30 sheets

by Alexander Crépin
I help you to succeed

Crépin Consult, Alexander Crépin for inspiration, innovation & results in HR, talent & career management

The future ain’t 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 people’s 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 you’re 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 can’t 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 deﬁne your personal brand

all you do
impacts your brand!
integrate your value proposition in everything you do


Don’t 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 yourself platforms
- communicate - distribute
- promote - self-publish
- connect - produce


Personal Brand
It’s 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 Listen & see what resonates with your audience
o Ask feedback from trusted fans & brand ambassadors
o Monitor use Google Alerts & regular online searches
o Don’t 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
o Identify unique qualities & characteristics within you
o Identify & understand your target audience needs
o Position yourself differentiating in your target market
o 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


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

(in Dutch only)

twitter.com/AlexanderCrepin
nl.linkedin.com/in/alexandercrepin

Crépin Consult
Inspiration, innovation & results

Personal Branding, an introduction why, what & how by Alexander Crepin

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Personal Branding, an introduction why, what & how by Alexander Crepin