Funky personal branding

 

Yesterday I conducted a Personal Branding Masterclass in Brussels. The event was organized in co-operation with IE Business School, my Alma Mater where I completed International MBA in 2007.

My goal was to show how my approach towards building product and services brands can be applied to building personal brands.

But what is a personal brand, anyway? In my presentation, I defined it like this:

 

Personal branding is a framework of associations, values, images and actions through which people perceive The Unique You.

In other words, it's your unique value proposition, something that makes you stand out from the crowd, and something by which others can remember you.

In my presentation, I mostly focused on the advantages of good personal branding in professional life, and demonstrated several important steps that one would need to go through in order to craft a strong personal brand.

I spoke about how personal brand audit, brand positioning and brand promotions -- some of the steps that I use in product brand strategy -- could be used in the area of personal branding. To give an example, your LinkedIn professional headline is a very good place simply made for a personal brand positioning statement. Most people do not use it to their advantage, listing their job title, rather than their Unique Value Proposition, in their professional headline on LinkedIn. Look at my own example of my personal brand positioning statement:

 

As you can see, my job title is listed under "Current", whereas my professional headline is all about my unique value proposition. In 120 characters (that's how much LinkedIn allows!), I said a lot of things that summarize a lot of important facts about myself:

  • Passionate = I am definitely passionate about my profession!
  • European = this shows both where I live and the geographical scope of projects that I work on
  • Funky branding diva: this one catches a lot of attention on LinkedIn! The "funky branding" part refers to my Funky Brands™ philosophy, as well as my blog about Funky Brands. And, yes, diva! I don't need to explain this one, do I? :)
  • The next phrase (Offering creative, web-enabled strategies to position and build your brand) also contains a lot of useful information about my personal value proposition. It shows that creativity is my strong point, that I know the web, and am strategic. And of course, I know how to position, build and nurture brands!

I gave several examples of people with strong personal brands, among which was Jean-Pierre Lutgen, with whom I had published a Funky Brand Interview about Ice Watch.

For more information about this event, search #MyFunkyBrands on Twitter, and visit my Facebook fan page. You can also read my article Several degrees in one personal brand published by The Personal Branding Blog.