The document outlines a seminar on personal branding presented by Peak Com. It discusses what personal branding is, why it is essential today, and how to develop a personal brand. Personal branding is presented as a way to promote one's professional expertise and differentiate oneself in a way similar to how companies brand themselves. It involves steps like understanding one's objectives, strengths, and identity; developing a communication strategy using tools like websites and social media; and taking consistent action to manage and evolve one's brand over time. Key aspects of a successful personal brand are identified as being authentic, easy to understand, sustainable, and connected.

1. MONDAY SEMINAR
| 2014
PEAK COM
MONDAY SEMINAR
PERSONAL BRANDING: AN
INTRODUCTION
10 FEB 2014
www.peakcom.eu

2. MONDAY SEMINAR
| 2014
PERSONAL BRANDING
1.
WHAT ARE WE TALKING ABOUT?
2.
WHAT IS PERSONAL BRANDING?
3.
WHY IS PERSONAL BRANDING ESSENTIAL TODAY?
4.
HOW DO I START WITH PERSONAL BRANDING?
5.
A SUCCESSFUL PERSONAL BRAND IS…
6.
HOW DOES PERSONAL BRANDING RELATE TO WHAT WE DO?
7.
Q&A

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PERSONAL BRANDING
1. WHAT ARE WE TALKING ABOUT?

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PERSONAL BRANDING
OBVIOUSLY THIS…

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PERSONAL BRANDING

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PERSONAL BRANDING

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PERSONAL BRANDING

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PERSONAL BRANDING
BUT ALSO THIS…

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PERSONAL BRANDING

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PERSONAL BRANDING

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PERSONAL BRANDING

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PERSONAL BRANDING
AND THIS…

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PERSONAL BRANDING

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PERSONAL BRANDING
2. WHAT IS PERSONAL BRANDING?

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PERSONAL BRANDING

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PERSONAL BRANDING
Personal Branding: Rationale
Personal branding is also known as your career or professional brand. It is the
way you present yourself to your colleagues and your online and offline
networks.
With the growth of LinkedIn, blogging, social networking, and search engines,
it’s important that you portray your brand in a positive professional light. Just as
a company differentiates itself by identifying and articulating its unique value
proposition, you should do the same.

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PERSONAL BRANDING
Personal Branding (Extension)
›
Techniques identifying and promoting your personal brand
›
Individuals sense the need to ‘brand’ themselves today (as companies)
•
•
•
•
Visibility
Image & Reputation control on the internet
Promoting a professional initiative/expertise
Job opportunities

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PERSONAL BRANDING
Personal Branding: DNA
• Personal projects
• Career orientation
•
•
•
•
Strengths
Talents
Added Value
Differentiators
• The ‘ME-UNIVERSE’ + My audiences
• Fulfil ambitions + raise visibility
• 1. Reflection, 2. Engagement, 3. Endurance

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PERSONAL BRANDING

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PERSONAL BRANDING
3. WHY IS PERSONAL BRANDING ESSENTIAL TODAY?

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PERSONAL BRANDING

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PERSONAL BRANDING
GENERAL:
• New communication platforms
– New needs: visibility!
• PB is essential today for everybody wanting to promote his/her professional
project, expertise and added value
• Increase notoriety
• Promote uniqueness
• Reputation control
Parallels with corporate objectives

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PERSONAL BRANDING
FROM YOUR AUDIENCES’ PERSPECTIVE:
• People like to do business with REAL people
• It allows your message to grow and evolve as you do
• It keeps you and your authenticity at the core of your business
• Personal credibility
• Establish the KNOW, LIKE & TRUST factor faster

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PERSONAL BRANDING
FROM YOUR OWN PERSPECTIVE:
•
•
•
•
•
•
•
•
•
+
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Enhance self-awareness
Better career control
Realize professional mission
Bring coherence between values and professional activity
Dare using one’s talents, strengths and excellence for success
Dare exploit the ME-UNIVERSE and nurture one’s difference
Get out of the ‘anonymous’ zone; create visibility and presence
Success and resilience
Establish the KNOW, LIKE & TRUST factor faster AND exploit it to your advantage
Creative job search (career change)

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PERSONAL BRANDING
4. HOW DO I START WITH PERSONAL
BRANDING?

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PERSONAL BRANDING
STEP 1 – MAKE AN INVENTORY OF YOUR OBJECTIVES
What should be in your inventory?

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PERSONAL BRANDING
INVENTORY:
• Clarification of projects
– Vision, Mission, Objectives, Intentions
– Needs, Audience Analysis
• Clarification of my offering
– What I have to offer
– Added value
– Contribution
– Products/Services
DISCOVERING YOUR BRAND

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PERSONAL BRANDING
STEP 2 – WHO AM I?
What should you be reflecting on?

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PERSONAL BRANDING
WHO AM I?
• Talents/Strengths
– Knowhow/Expertise
• What makes my difference?/My added value
• My identity
– Personality/Universe/Look
– Passions/Values
CRAFTING YOUR BRAND

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PERSONAL BRANDING
STEP 3 – WHAT IS YOUR COMMUNICATION STRATEGY?
What should you be thinking of in order to generate a
positive impact?

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PERSONAL BRANDING
COMMUNICATION STRATEGY?
• Oral Communication
– Talking about me
– Persuade/Seduce/Charisma/Simplicity
• Written Communication
– Visual Identity
– Business Card
– My CV/My Biography
– My presentations
– Recognizable Tone Of Voice
– Carefulness

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| 2014
PERSONAL BRANDING
COMMUNICATION STRATEGY?
• My visibility on the internet
– SEO
– Social platforms
– Website
– Blog
• Networks
• Audience approach
– Audience knowledge/Outreach strategy
CONNECTING YOUR BRAND

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PERSONAL BRANDING
STEP 4 – WHAT IS MY RECIPE FOR SUCCESS?
What should I be doing to make my communication strategy
work?

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PERSONAL BRANDING
SUCCESSFUL COMMUNICATION
• ACTION & PERSEVERANCE
• Maintain communication rhythm
– Targeted
– Ongoing
•
•
•
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Convey professional and personalized image
Convey image through appearance
Create original content
Get involved and share

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PERSONAL BRANDING
SUCCESSFUL COMMUNICATION
•
•
•
•
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Press articles & opinion pieces
Blogging
Memberships
Books publishing
Etc.
MANAGING YOUR BRAND

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PERSONAL BRANDING

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PERSONAL BRANDING
5. A SUCCESSFUL PERSONAL BRAND IS…

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PERSONAL BRANDING
•
•
•
•
•
•
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AUTHENTIC
EASY TO UNDERSTAND
SUSTAINABLE
COHERENT
RADIANT
DIFFERENT
CONNECTED
CONSISTENT
EVOLVING

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PERSONAL BRANDING

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PERSONAL BRANDING
SIX PERSONAL BRAND LESSONS FROM STEVE JOBS:
• Build an appearance and be faithful to it
• Nurture the mystery – few information on private life – keep projects
secret as long as possible
• Let others praise you – make them feel proud because they were part of
the secret – nurture rumors
• Invest yourself in situations whenever you feel it is appropriate to do so
• Prepare yourself and your interventions as detailed as possible – create
‘presence scenarios’
• Believe in your destiny for being more convincing

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| 2014
PERSONAL BRANDING
6. HOW DOES PERSONAL BRANDING RELATE
TO WHAT WE DO?

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PERSONAL BRANDING
• Everybody who is in need of a strong and authentic image in the context of his/her
professional activities, AND who is convinced of the importance and power of
differentiating themselves:
Students
C-level
Management
Entrepreneurs
Consultants
Freelancers
Coaches
Etc.

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| 2014
PERSONAL BRANDING
›
Personal Branding in Peak Com’s offering:
Profiling & Positioning
Opinion pieces/By-lined articles/Interviews
Collaterals & Stationary
Social Platforms
Blogging/Microsites
Content Development
Content Curation
Speaker’s Platforms
Personal Storytelling
Etc.

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PERSONAL BRANDING
7. Q&A/DISCUSSION
Should we advocate Personal Branding with our clients?

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PERSONAL BRANDING

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PERSONAL BRANDING
Peak Com
Kasteelstraat 20D
1600 Sint-Pieters-Leeuw
chris.decroix@peakcom.eu
www.chrisdecroix.com
@Chris_Decroix
http://about.me/chris_decroix