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Personal Branding – op weg naar een overzicht

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Personal Branding – op weg naar een overzicht

Wat vind je in dit overzichtartikel?:

  • belangrijke kenmerken en voorwaarden voor succesvol Personal Branding die bij diverse auteurs genoemd worden.
  • Verschillende visies op Personal Branding.
  • Online aanwezigheid in social networks.
  • Bronnen, met koppelingen er naar toe in de voetnoten.

Personal Branding: 8 Tips That Will Help You Stand Out
(Catherine Kaputa, ge-edit door Meredith Levinson) [1]

Vijf gebieden worden genoemd, waaraan je kunt werken via acht aandachtspunten.

De vijf gebieden zijn:

  • Your message: je moet in een paar zinnen kunnen zeggen wat je boodschap is, en daaruit moet blijken dat je anders bent dan anderen, dat je boodschap bijzonder is en er toe doet
  • Your scope: als mensen je via Google zoeken, moet er veel informatie nuttige informatie naar boven komen, over jou en wat je tot stand hebt gebracht
  • Your market: je moet duidelijk kunnen omschrijven wat de belangrijkste markt is waarop je je richt, en hoe je jezelf het beste kunt marketen op die markt.
  • Your appearance: je visuele identiteit moet aantrekkelijk zijn voor je markt, consistent met je personal brand, en anders dan die van anderen
  • Your style: je persoonlijkheid en leiderschapsstijl moeten aansprekend zijn

De acht aandachtspunten die worden genoemd

  • Stay focused: omschrijf jezelf niet te breed maar juist specifiek. Als je te veel gebieden noemt waarop je goed bent zullen anderen met de vraag blijven zitten of ook op één bedoeld gebied écht goed bent
  • Differentiate your brand: vraag je af wat er anders is bij jou, wat belangrijk is en wat bijzonder is. Zoek daarmee naar een white space, een positie die nog niet door iemand anders is ingenomen
  • When others zig, you should zag: doe het (carrièreplanning, stratefie uitstippelen…) anders dan anderen;
  • Use words wisely: ontwikkel je communicatieve vaardigheden zodat je die in kunt zetten voor een verhaal, presentatie of ‘commercial over jezelf’. Zorg ervoor dat je een goed verhaal hebt, dat je ook goed presenteert;
  • Make a visual statement: zorg ervoor dat je er krachtig uit ziet, en anders dan anderen;
  • Establish powerful alliances: probeer een binding te krijgen met mensen in alumnivereniging, bedrijven, organisaties, die een bepaald prestige hebben dat op dezelfde lijn ligt als je persobal brand;
  • Define and prioritize your target markets: je baas, andere leidinggevenden en collega’s zijn een belangrijke doelgroep voor je merk. Zorg ervoor dat je bij hen een goed imago hebt;
  • Take charge of your brand: leun nooit tevreden achterover. Onderhoud je merk. Wat vorig jaar goed werkte is niet automatisch ook nu een succesformule.

Zijn Personal Brands wel of niet valide marketingmodellen?

Rebutting Six Arguments for Personal Brands
Geoff Livingston [2]

1) Self-centeredness: […] self awareness and self fulfillment as reasons to cultivate personal brands. Why don’t we just call this category self-centered since it’s the personal brand using excuses about self worth to cultivate a personal brand.
How does ego-centric branding help a corporation? Why would deploying self-centered brands positively help them affect change, stop contrived messaging and engage in real conversations? […]

2) Personal brands work for consultants: True. It works for the person. That’s great if you are an author or an independent “Army of One.”
See, the problem is an individual consultant’s model – personal branding – is being sold to companies, and it doesn’t work on a large scale. It does not work for corporate communications – my primary focus. Companies by their very definition are more than one person. […]

3) Social Media: But it’s social media! Really? I don’t think there’s anything social about a contrived personal brand. I think being genuine and allowing your personality to come through in a conversation is social. Social media implies more than one (as does communications) in a conversation, and conversations offer genuine dialogue between people, not personal brands.

Personal branding is all about the individual. So when we communicate personal brands in social media spaces we’re messaging at people, rather than engaging with them. That makes for a pretty bad conversation, IMO. See Cluetrain again, and spare me the personal brand BS […]

4) Personal branding is about building value: Really? Maybe. The way I was taught branding is that a brand is a promise about a service to the marketplace that’s communicated through visual and verbal communications, as well as the actual product/service experiences.

Building value is about selling stuff to people. Trust me, I do it everyday when I send emails to prospects that contain links to valuable articles related to their business. […]

5) You need personality online: Yes! This is true. That’s why we recommend Rohit Bharagava’s book to clients who struggle with this. But there’s a difference between being yourself, and manifesting contrived “Flair” online. Sooner or later BS like this gets called out, or loses attention from the community.

The most successful individuals with thousands of followers on Twitter (the home of the personal brand) are those that just let it hang out in a natural way. They don’t monitor Qwitter for optimal following, etc. Instead, they do what they do, and share what they want. There’s no real formal strategy.

6) But you yourself are a personal brand: Am I? Umm, until someone else besides me gets Now Is Gone tattooed on their body, I’m not buying it. It’s gotta take more than a couple thousand friends and followers to become a brand. That bar is way too low. No, I’m just another mouthy blogger. Search Technorati, you’ll find we’re a dime a dozen (image by Shashi Bellamkonda). […]

Zie voor een hierbij aansluitende visie ook de bespreking ‘Andrew Keen op Marketing 3: ‘Me, Myself and I’’ (door Jacqueline Fackeldey [3]) van de visie van Andrew Keen:

“dat web 2.0 helemaal niks te maken heeft met democratie, met vrij zijn, met interactie of participatie. Integendeel voor Keen bestaat het ’social web’ of het ‘we are the web’ niet en is het juist het narcistische, egocentrische web. Waarin alles draait om zelfexpressie, om navelstaren, ofwel om ‘the I-ness of culture’.”

Het debat wordt vervolgd: Using some of Geoff’s arguments as a starting point, I’d like to share why I believe personal branding is valuable to you, valuable to customers, and valuable to corporations.

(Pete Kistler) [4]
Definition of Personal Branding: “The process of compellingly marketing yourself – based on what you learn from an extraction process of deep soul-searching – to meet the needs of society in a way that benefits you (via fulfillment and financial success) as well as the specific audience whose pains you are alleviating.

Geoff argues that personal branding is self-centered.

Looking at the definition above, if you aren’t meeting the needs of a specific audience, then your personal brand has no substance. Remember, your personal brand is “mental real estate” that’s held in the minds of others. If others don’t see value in your brand, then it has no basis for existence in the marketplace. Thus, by nature, personal branding must be others-centered in order to survive.

Geoff asks, “how does ego-centric branding help a corporation?”

Ego-centric branding does not help corporations. Personal branding – a genuine and authentic process that helps put you in a position of power in the job market so you can align your current career with your inherent need for fulfilling work – does help corporations. […]

Geoff argues that personal branding does not help corporations. I disagree. Here’s why:

1. Strong personal brands improve your company’s reputation.

The people we deal with at companies form our perception of the company as a whole. When your employees’ personal brands align with your company’s brand, customers are left with a better feeling about your business. […]

2. Strong personal brands choose jobs where they are most productive, improving the employer’s bottom line.

Personal branding means staying true to that which gives you meaning. It means aligning your working life with your source of career energy. That way, you will be passionate about the projects you work on, and as a result you will excel because you love what you do. You will get more done in less time, increasing productivity and improving your company’s bottom line. […]

3. Strong personal brands make it easier for companies to identify and hire the most qualified candidates.

As a hiring manager, more than anything else, I want an extremely “self-centered” employee who is ONLY willing to work in a position that aligns with his or her source of career energy. That way, I won’t end up hiring an employee who is unfit for the position. Imagine if every job applicant had a fully uncovered and developed personal brand: I would be able to choose from a group of people who have made it clear that they will get fulfillment – not just a paycheck – from the open position. The more my applicants know about what makes them tick before applying, the better. […]

My conclusions about Personal Branding:

1. A legitimate personal brand is others-centered by nature (otherwise it will not survive in the marketplace).

I disagree with Geoff Livingston calling personal branding “self-centered branding.” Sure, it begins with a “self-centered” phase (cultivating self awareness and then developing a way to be visible to your audience), but it ends with an others-centered phase (serving a specific group of people with specific pains or needs – a group you can serve better than anyone else). Let’s be very clear: if your personal brand isn’t developed on a solid foundation that provides value to a certain group of people, then your personal brand has no basis for existence in the market. […]

2. Personal branding is beneficial to three groups: you, customers, and corporations.

If you properly cultivate your personal brand, everybody wins: you win because you work from the heart, become the best solution to a certain groups’ problems, draw energy from working with that specific group, and are financially compensated for it because you provide them value. Others win because they now have someone to turn to whose sole purpose is to specifically help them with their particular pains and problems. And companies win because their applicants are self-selected as aligned with their corporate brand, making it easier for them to identify the most qualified candidates who will boost their reputations and improve their bottom lines. […]

Chris Perry ziet drie soorten benaderingen van Personal Branding [5]
[…] many different opinions on the concept.
After boiling them all down, there appear to be three basic positions on personal branding:

  • The first strongly advocates online personal branding, placing a much stronger focus on image and reputation building through social media, blogging and other online networking tools.
  • The second strongly supports overall personal branding which entails identifying and communicating your true unique and differentiating value and supporting your brand through your actions and achievements both offline and online.
  • The third is generally against the entire concept, considering it to be more of a narcissistic fad to over-promote oneself in a tough job market and economy.

While I support overall personal branding and take the second position on personal branding listed above, […]

Online zichtbaarheid en vindbaarheid

Pete Kistler somt zeven stappen op [6]:

  1. Professioneel profiel: LinkedIn;
  2. Social networks profiel: wees authentiek, denk aan veiligheid; stel indien nodig privacy settings in;
  3. Directories: maak een account aan bij ZoomInfo, Naymz, Ziggs en Xing, om beter door Google gevonden te worden
  4. Webservices: registreer je gebruikersnaam bij Digg, StumbleUpon, Delicious, Technorati, WordPress, Flickr and YouTube. Overweeg ook een account bij Vimeo, Disqus, BackType, Posterous en Tumblr. Kost weinig moeite, en je accountnaam kan dan niet door iemand anders gebruikt worden.
  5. Gravatar. Maak een Gravatar (globally recognized avatar) zodat je blog-comments en andere online activiteiten een herkenbare consistente afbeelding hebben.
  6. Fotos en videos. Google image search and video search om te achterhalen of er van jou ‘schadelijke’ afbeeldingen of filmpjes zijn. Mocht dat het geval zijn, probeer die dan verwijderd te krijgen.
  7. Interlink: maak op basis van de activiteiten 1-6 interlinks tussen de verschillende plekken van je aanwezigheid op het Web voor verhoogde vindbaarheid in Google en om het voor mensen gemakkelijker te maken meer over je te weten te komen.

Suggesties

Maak een Personal Branding worksheet
(Meg Guiseppi)
[7]

1. What is your vision and your purpose?

Before clearly defining your brand, look externally at the bigger picture of your vision for the world, and then internally, at how you might help the world realize your vision.

2. What are your values and passions?

You have to know yourself and what you want and need before you can move forward. Your belief system and operating principles are at the core of determining whether an opportunity in front of you will be a good fit for you. If the passions that drive you aren’t met, you probably won’t be happy.

3. What are your top goals for the next year, 2 years, and 5 years?

Work on projecting what you intend to accomplish so you can put together a strategic action plan to get there.

4. Do a self-assessment of your top brand attributes.

What 3 or 4 adjectives best describe the value you offer? What words do you use to define your personality? Here are some possibilities, but don’t limit yourself to these:

Collaborative, resourceful, flexible, forward-thinking, risk-taking, connected, visionary, diplomatic, intuitive, precise, enterprising, ethical, genuine, accessible.

5. What are your core strengths or motivated skills?

In what functions and responsibilities do you excel? What things are you the designated “go-to” person for? What would your company have a hard time replacing if you left suddenly? The possibilities are endless, but here are a few suggestions:

Identifying problems, seeing the details, leading, delegating, performing analysis, fact finding, crunching numbers, anticipating risk, motivating, mentoring, innovating, managing conflict, writing, listening, communicating.

6. Get feedback from those who know you best – at work, at home, anywhere.

The true measure of your brand is the reputation others hold of you in their hearts and minds. Notice how they introduce you to others. Ask them what your top brand attributes and core strengths are. How does your self-assessment jibe with their feedback?

7. Do a SWOT (Strengths – Weaknesses – Opportunities – Threats) analysis on yourself.

Don’t dwell on your weak points, but keep them in mind so that you don’t move into a position where that function is the main thrust of the job.

8. Who is your target audience?

Determine where you want to fit in (industry and niche area of expertise). Learn what decision makers in that field are looking for when they’re vetting candidates. Find out where those decision makers hang out and what key words will attract them, and then position yourself in front of them to capture their attention.

9. Who is your competition in the marketplace and what differentiates you from them?

Determine why decision makers should choose whatever you’re offering over the others offering similar value. What makes you the best choice? What makes you a good investment? What value will you bring that no one else will?

10. Remember the 3 Cs of personal branding:

  • Clarity – be clear about who you are and who you are not.
  • Consistency – steadfastly express your brand across all communications vehicles.
  • Constancy – strong brands are always visible to their target audience.

Hoe zichtbaar is je Personal Brand online?

Een aardig voorbeeld is de tool Hireability Dashboard die beschibaar is via brand-yourself.com. Zie de bespreking van Pete Kistler [8]

In het Hireability Dashboard wordt onderscheid gemaakt tussen

  • Visibility: “The visibility portion of the Hireability Dashboard is broken up into tabs: your Google search results, professional profiles, social networks, directories, web 2.0 services you want to protect your username on, and media related to your name.”
  • Credibility
  • Niche Involvement

Meer suggesties

Personal Branding en weblogs

[quote]omdat het op het snijvlak zit van Personal Branding en Blogging als instrument. Dit eBook is als volgt ingedeeld:
  • Purpose
    To help you build a powerful brand with a blog Framework
  • 1. Beginner
    Learn the basics to jumpstart your blog
    RSS, widgets, Technorati, posting, logo & theme
  • 2. Intermediate
    Formatting, pictures, links & page
    Forum, email and comment marketing
  • 3. Advanced
    Blog hosting, custom themes & plugins
    Social network integration & SEO
  • 4. Expert
    Podcasting, lifestreaming and mailing lists
    Make money blogging and more!

Schawbel, D. (2009). Blogging Your Brand: A Complete Guide to Your Success. geraadpleegd op 4 november 2009 op http://danschawbel.com/bloggingyourbrand.pdf

[Later meer]


[1] Catherine Kaputa, ge-edit door Meredith Levinson, Personal Branding: 8 Tips That Will Help You Stand Out, 18 mei 2009, geraadpleegd op 31 oktober 2009, op
http://www.cio.com/article/492940/Personal_Branding_8_Tips_That_Will_Help_You_Stand_Out?page=1

[2] Geoff Livingston, Rebutting Six Arguments for Personal Brands, geraadpleegd op 31 oktober 2009, op
http://www.livingstonbuzz.com/2008/11/12/rebutting-six-arguments-for-personal-brands/

[3] Jacqueline Fackeldey, ‘Andrew Keen op Marketing 3: ‘Me, Myself and I’ (29 november 2007), geraadpleegd op 29 november 2009, op http://www.frankwatching.com/archive/2007/11/29/me-myself-and-i/

[4] Pete Kistler, The Debate Continues: Arguments for Personal Branding. (17 november 2008), geraadpleegd op 31 oktober 2009, op http://blog.brand-yourself.com/2008/the-debate-continues-arguments-for-personal-branding/

[5] Chris Perry, Personal Branding: Why the Controversy?, 4 augustus 2009, geraadpleegd op 31 oktober 2009, op http://blog.brand-yourself.com/2009/personal-branding-controversy/

[6] Pete Kistler, 7 Tips to Get Your Personal Brand Found online, 20 juli 2009, geraadpleegd op 31 oktober 2009, op http://blog.brand-yourself.com/2009/personal-brand-found-online/

[7] Meg Guiseppi, Personal Branding Worksheet, 6 april 2009, geraadpleegd op 31 oktober 2009, op http://blog.brand-yourself.com/2009/personal-branding-worksheet

[8] Pete Kistler, How Visible is Your Personal Brand Online?, 28 oktober 2009, geraadpleegd op 31 oktober 2009, op http://blog.brand-yourself.com/2009/your-personal-brand-online/


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Rob le PairDocent - onderzoeker Radboud Universiteit Nijmegen; favoriete thema's op deze site: Persuasive communication, Eindhoven-Philipsdorp, WordPress-design, gebruik van sociale media, running experiences, gardening.View all posts by Rob le Pair →

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