slides used during personal branding modules, workshops and training programs. The slides can be used to develop your own personal branding canvas and strategy to realize your professional ambitions. The slides follow the canvas and structure described in my latest book: https://www.bol.com/nl/p/personal-branding-voor-zzp-ers/9200000043004061/

1. personal branding
Tom Scholte – January 2018

2. Contents
introduction
I. personal branding mindset
II. discover & describe
III.comply
follow up

3. Introduction

4. personal branding
Increases your impact, the appreciation of your work,
of you as a professional and also the
recommendations and questions for your services
and activities.

7. personal branding vs. product
branding

8. Transformations
- see different things
- see things differently
- do different things
- do things differently
The experience
economy

9. “a transformation is a tailor-made experience with an
educational element and a changed individual as a
result.”

10. personal branding
- to align who you are with what you do
- a way of thinking and working to increase your impact
- to influence the way you are perceived by others

11. Intended transformation personal branding
session
• see yourself as a brand
• you are able to create an experience and a transformation
• continously discover & reinvent yourself
• strategically communicate and express
• who you are
• what you do or want to do
• how you do what you do

12. personal branding skills
- increase self-awareness and self-knowledge
- communicate offer and meaning
- to get yourself, your work and your impact noticed
- comply
- strengthen network
12

13. How? : personal branding
canvas
I. take on a personal branding mindset
II. discover and describe your added value
1. offer
2. target audience
3. brand values – experience- transformation
III. comply
1. communicate
2. activities, attitute and behaviour
3. strengthen your network

14. personal branding canvas

15. You brand yourself as:
1. knowledge expert
• personal branding, social media, inclusion, communication, leadership,
team development, e-health, geographical information systems, etc. etc.
2. competency expert
• cooperation, creativity, initiative, presenting, result-orientedness, etc. etc.
3. specialist in a specific role
• consultant, coach, trainer, developer, graphic designer, manager,
communication advisor, accountmanager, accountant, etc. etc.
4. specialist in specific products/ services
• communication workshop, business plan, website, bookkeeping, coaching,
photography, events, etc. etc.

16. You brand yourself with:
1. values strived after
• happiness, open-mindedness, power, independence, challenge, etc. etc.
2. meaning created
• increased revenues, commitment, clarity, improved employer satisfaction,
etc. etc.
3. emotion experienced
• respect, joy, energized, pride, confidence, inspiration, etc. etc.
4. guided transformation
• changed perspective, changed attitude, changed behaviour, etc. etc.

17. Final test - personal branding
module
The personal branding canvas provided you with the insights on your fields of interest/
expertise, your strengths, your values and your value/ meaning for other.
The final assignment of the personal branding module is to write a personal ‘character
description’ (400 - 500 words) of how you will brand yourself starting tomorrow. This
description is like your personal brand passport where you describe yourself or your
role in the third person including values, strengths, behavior, attitude, activities and
way of communication.
You can use character descriptions from books movies and plays for inspiration
This character description describes things you already do and also things you want to get
yourself doing in the near future. If you read it tomorrow, it brings a smile on your face
and fulfils you with joy that you are the one who is entitled to play this role.

18. 18
What are your desired personal branding results?
(6-12 months from now)
1)
Which competences do you need to develop to realize
this?
1)

19. sparkling moment
- Look back on your professional activities of the past
weeks. Select a ‘sparkling moment’. This is a moment:
- in which you explicitely experienced your impact on
others, on an organization or on a project;
- in which you felt valued for something you did;
- in which you were asked for advice, a new project or
something else.
19

20. I. personal branding
mindset

21. 1. time and attention
2. professional window
3. think about the problem of your target audience
4. recognizable and distinctive
5. a future focus
6. focus your attention on the positive
7. keep reinventing yourself
21
I. personal branding mindset

22. I. discover and describe

23. 1a) fields of expertise
- I am interested in…
- I would like to know more about…
- I am specialized in…
- My field of expertise is…
- I am reading books about…
- I am studying …
- …

24. examples fields of interest/
expertise
archiving non profit organizations cultural heritage
social change global communities environment
music group building designing
communication wild life talent finding
non profit funding cultural antropology media analysis
NGO’s Middle East data
renewable energy digital media women studies
project management recruitment organizational change
social media contract management usability UX
photo archiving training strategy development
marine biology crisis communication branding
internatinal events news writing budget management

25. 5 questions about your #1 topic
1. Explain this topic in your own words
2. Why is it an important topic?
3. And why is that important?
4. Summarize your answer of question 3 in one sentence.
5. Summarize your answer of question 4 in one word.

26. 1b) skills/ talents

27. 1b) Johari

28. 1b) Core qualities

29. core quality pitfall
allergy challenge
too much of a
good thing
too much of a
good thing
positive
opposite
positive
opposite
-
-
+
+
1b) skills/ talents

30. 1b) skills/ talents

31. qualities/
talents
explanation meaning/ value
for others
experienced situation/
story
1.
2.
3.
1b) skills/ talents

32. 1c) Role/ activities

33. 2a) Values
“I don’t sell beer, I sell warmth.”
Freddie Heineken

34. 2a) Values

35. 2a) Values
1. explain in your own words
2. give an example situation where experienced or
contributed to this value
3. give an example of a reference product, company,
person, movie, book, …....

36. 2c) emotion created

37. 1) ‘target
audience’
2) problem -
challenge
3) actual solution;
what did you do?
4) emotion of the other
people after cooperation
1. all staff reorganization/
restructuring,
uncertainty
training/ coaching ‘reflect
on your job’
motivated, knowing what to do,
positive, thinking in
opportunities
2. management savings, changes in
goverment policies
hr advice supported, self confidence,
knowing what’s going on inside
the organization
3. MBA students find a new job personal branding training
classes
knowing what to do en what to
communicate
increased self confidence
2c) emotion created

38. Paul is an empathetic, committed and sincere designer who
supports socially relevant organizations that who they are is
in line with the story they tell and the image they create
Paul develops education materials, promotional materials and
other means of communication that contribute to a change
in knowledge, attitudes or behavior.
Paul is committed to a sustainable world where people interact
consciously and respectfully with each other and with their
environment.
5) personal branding statement

39. <name> is a…, …, …, (3 personal traits/
characteristics)… (role) who contributes to ….
(meaning/ value) for … (target organization/
people).
<name> …, …, …, (3 products/ services) to support …
(meaning/value- what you want to add/change in
this world).
5) personal branding statement

40. Follow up: your personal branding
strategy
1. define
• the most important element to take on a personal branding mindset
• the most important personal branding competencies to strenghten
2. plan to reflect and review your personal branding canvas
3. compliance strategy
• communicate
• express
• strengthen your network

41. 41

42. 42

43. 43

44. 44

45. personal branding
Increases your impact, the appreciation of your work
and of you as a professional and also the
recommendations and questions for your services
and activities.

46. Thank you
www.transformationcompany.eu
www.linkedin.com/in/tomscholte