IE Business School

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.

Register for my Personal Branding Masterclass on March 17

In collaboration with IE Business School, I'll be giving a Personal Branding Masterclass in Brussels on March 17, 2011. To register, visit this link: http://www.ie.edu/alumniweb/alumniagenda/DetalleEvento.aspx?id=12007

It's the first in the series of more exciting workshops on different aspects of branding that I plan to teach in the future. Come and discover how to build a powerful brand You!

Brands are getting naked

Having already spoken about a company called Naked Wines, as well as  Naked Chef, I am now going to speak about naked... vodka. Getting "naked" for brands is a demonstration of authenticity, openness and being perceived for what you are rather than what you look.

The "naked" tendency is becoming the sign of the zeitgeist.

Have a look at this "naked" bottle of vodka. It has no logo, and no name. Do you recognize it?

Image source: http://lovelypackage.com

Even if you are not very much into drinking vodka, you must have guessed: it's Absolut.

The brand that has dressed up its famous Swedish bottle, designed back in 1979, into so many "outfits", is recognizable even "nude".  This is a smart move, Absolut's response to the spirit of times, but something that only a VERY well-known brand could do. If your would-be-funky brand cannot boast any significant brand awareness yet, you gotta dress it up nicely first.

“For the first time we dare to face the world completely naked. We launch a bottle with no label and no logo, to manifest the idea, that no matter what’s on the outside, it’s the inside that really matters. The bottle visually manifests our belief in diversity and our standpoint when it comes to sexual identities. Of course it is also a wonderful piece of delicate and minimalist design, a true collectors item” says Kristina Hagbard, Global PR Manager at The Absolut Company (See original source).

In the past, Absolut has already made some associations with nakedness. Here is an image  from my marketing assignment paper prepared together with my MBA team at IE Business school:

AbsolutHunk

And here is a little analysis snapshot from the same paper we wrote:

AbsolutIEpaper

You can see that one of the main product attributes is the "medical level purity". The naked bottle does a good job communicating this important feature of the Absolut brand.

Funky brands from around the world: Spain

Here is the "crowdsourced" list of funky Spanish brands that was compiled by contributors to the Facebook fan page of SCHMOOZY FOX, as well as Twitter followers of @FunkyBizBabe and @schmoozyfox

On line extensions and Starbucks Via

Massively criticized, the launch of its first instant coffee by Starbucks might be successful long-term, provided the company chooses its target markets well, and pursues the right pricing strategy in relation to its freshly brewed coffee.