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2. OBJECTIVESCreate Awareness&Know how to implement some IdeasOnPersonal BrandingB.Moghimi@yahoo.co.uk 3. THE FOUNDATION OF PERSONAL BRANDINGP + A + B = RPerception + Attitude + Behavior = RealityM + M + M.C = RMessage + Media + Market.Customer = ResultsB.Moghimi@yahoo.co.uk 4. PERSONAL BRANDSThe Next Revolution!(what was Manufacturing Revolution?)B.Moghimi@yahoo.co.uk 5. B.Moghimi@yahoo.co.uk 6. PERSONAL BRAND POWERNow More than EverA Brand EquatesGreater ROIVisibility, Profits, ImpactB.Moghimi@yahoo.co.uk 7. PERSONAL BRANDSPersonal Brands sit at the VERY Pinnacle ofRelationships. If done right; onceestablished it is virtually impossible forany person to Break the Emotional Dialog,your Brand is communicating between Youand Your Target Market.B.Moghimi@yahoo.co.uk 8. GET THE EDGE!What Words, Phrases, Emotions Do You Own?B.Moghimi@yahoo.co.uk 9. BE AN ORANGE!Stand Out In The Barrel Of Apples!B.Moghimi@yahoo.co.uk 10. SUCCESS IS THE PROGRESSION OF AWORTHY IDEALEARL NIGHTINGALE *B.Moghimi@yahoo.co.uk 11. PERSONAL BRANDINGvs.Personal DevelopmentB.Moghimi@yahoo.co.uk 12. COMPETENCY CURVERise From TheSea of Sameness(vague vs. specialized)B.Moghimi@yahoo.co.uk 13. TRUSTED ADVISOR(the center of influence)B.Moghimi@yahoo.co.uk 14. THE BIG LIE!Weve Been Taught ThatInformation is Power!Information is NOT PowerB.Moghimi@yahoo.co.uk 15. ITS NOT WHAT YOU ARE THAT COUNTS,BUT WHAT PEOPLE THINK YOU ARE.JOSEPH KENNEDYB.Moghimi@yahoo.co.uk 16. THE REALITYIts NOT That YouHave To ThinkLike A CEO; ItsThat you Have ToBe Perceived AsA CEO(Jack Welch to Hugh Heffner) 17. IDEAL CEOJack WelchAnita RodickSteve CaseHerb KelleherLee IacoccaHoward SchultzB.Moghimi@yahoo.co.uk 18. IDEAL SPORTS FIGUREMichael Jordan ($200)Arnold PalmerTiger WoodsHakeem Olajuwon ($45)B.Moghimi@yahoo.co.uk 19. IMAGE IS WHAT THEY SEE,A BRAND IS WHAT THEY THINK & FEEL,IT CONVEYS OWNERSHIP!(ATTRACT / REPEL)B.Moghimi@yahoo.co.uk 20. PERSONAL BRANDING IS A 2-STEP PROCESS:1) STRATEGIC2) TACTICALBahman Note: Many people fail in business development efforts becausethey start at Step #2, entering a market with little or no congruency abouthow the market perceives you causing misalignment, skepticism andmistrust.B.Moghimi@yahoo.co.uk 21. 3 DEFINITIONS OF A BRANDMarketingInvestorPersonalB.Moghimi@yahoo.co.uk 22. MARKETINGA Brand represents a promise, an internalizedsum of all impressions received by clients,resulting in a distinctive position in their minds.Based on perceived benefits that conveys a trustthrough the brands personality, an intrinsic valueto the customer will be shaped. The brand equalsthe communication, equals the message, equalsthe promise conveyed.B.Moghimi@yahoo.co.uk 23. INVESTORA Brand is an identifying symbol, words, or markthat distinguishes a product or company from itscompetitors. It is an intangible asset, a promise toa market which provides a competitive advantage.Appears as goodwill on the balance sheet of theacquirer in the amount by which the purchaseprice exceeds the net tangible assets of theacquired companys brand.B.Moghimi@yahoo.co.uk 24. PERSONAL BRAND?The unfair advantage every individual hasby capturing the value of our PersonalCharacteristics, Attributes and LifeExperiences in a package that we effectivelycommunicate to our audience, leveraging thespecific use value that comes from ourUnique Talent. (intrinsic genius)B.Moghimi@yahoo.co.uk 25. WHAT DOES A BRAND REPRESENT? Positive Expectation (benefits) Promise to your Market Preferred (privileged) Position Owns Equity of the Mind Highest Level of TRUST Unique (cannot be copied)B.Moghimi@yahoo.co.uk 26. ATTRIBUTES OF PERSONAL BRAND Genius Quality Unique Ability/Talent Experiences (glue) Ancestral or Heritage Personality or Style Philosophy or Beliefs Integrity & EthicsB.Moghimi@yahoo.co.uk 27. "EXPERIENCE IS KNOWLEDGE,EVERYTHING ELSE IS INFORMATIONALBERT EINSTEINB.Moghimi@yahoo.co.uk 28. EXPERIENCESEquate CredibilityB.Moghimi@yahoo.co.uk 29. UNIQUE EXPERIENCES Specialized Knowledge Creates aHigher Use Value(specialist vs. generalist) Ownership, YOU are theUndisputed AuthorityB.Moghimi@yahoo.co.uk 30. CERTAIN THINGSBuilding A Personal Brand is NOT aboutdoing Certain Things; It's about doingCertain Things in a certain way[Communicating Certain Things In ACertain Way To Certain People]B.Moghimi@yahoo.co.uk 31. STORY TELLINGThe vast majority of great leaders inhistory have been great Story TellersSource: Toastmasters InternationalB.Moghimi@yahoo.co.uk 32. METAPHORICAL STORYA Great Brand is a story thats nevercompletely told. A brand is a metaphorical storythat connects with something very deep, afundamental appreciation of mythology.Stories create the emotional context people needto locate themselves in a larger experience.Scott Bedbury, Creator of Nike & Starbucks BrandsB.Moghimi@yahoo.co.uk 33. THE BRAND DIALOGWhat Does Your External DialogSay To Your World?Example: Martin Luther KingB.Moghimi@yahoo.co.uk 34. RICHARD BRANSON, VIRGINThe idea that business is just a numbers affair has always struck me aspreposterous. For one thing, Ive never been particularly good atnumbers, but I think Ive done a reasonable job with feelings. And Imconvinced that it is feelings and feelings alone that account for thesuccess of the Virgin brand in all of its myriad forms.B.Moghimi@yahoo.co.uk 35. THE (PSYCHOLOGICAL) IDEAL1. A Brand is Unique; It Cannot be Copied A process can be copied; once copied itbecomes a commodity Commodity Sales, Marketing, Advertising2. A Brand like Matter, cannot occupy thesame space in a persons mind!3. Conscious & Subconscious DialogB.Moghimi@yahoo.co.uk 36. WHEATIESThe Breakfast Of ChampionsVs.Special KB.Moghimi@yahoo.co.uk 37. ONE WORDBranding is Summed-upasTRUSTB.Moghimi@yahoo.co.uk 38. REASONS WHY1. Trust Person2. Respect Person3. Respect Company4. Product Benefits5. Product Price+ 11. Like-abilityB.Moghimi@yahoo.co.uk 39. MANAGING YOUR BRANDYour PersonalCommunication& PositioningB.Moghimi@yahoo.co.uk 40. BRAND PROMISEDefines the intended reason [mind-share]and emotional benefits [heart-share] fromthe brand consumer's point of view,capturing their imagination.B.Moghimi@yahoo.co.uk 41. QUESTIONS TO ANSWER1) What emotions will your brand touch?2) What expectations will your brand create?3) What experiences will your brand provide?The sum of these questions equals a position in themind called brand ownership. You gain preferredstatus in their mind and become the choice!B.Moghimi@yahoo.co.uk 42. You do not merely want to be one ofthe bests. You want to be considered asTHE ONLY ONE who does what youdo! Thats your USPBAHMAN MOGHIMIQUOTE IN PERSONAL BRANDINGSEMINAR GEORGIA, 2013B.Moghimi@yahoo.co.uk 43. BRAND IDENTITY (THE PACKAGE)Seeks to articulate one key idea again andagain: whatever you do, be sure tocommunicate your brand consistently,every time.B.Moghimi@yahoo.co.uk 44. CONNECTION WITH MARKETPersonal Brands help YOU make areal connection with your market sothat you earn their business again,again and again.B.Moghimi@yahoo.co.uk 45. PERSONAL BRANDSEstablish AuthenticityCommunicate Value with Clarityto your Brands ConsumersB.Moghimi@yahoo.co.uk 46. CONGRUENCYJack Welch -- LeadershipNelson Mandela -- FreedomMartin Luther King -- JusticeB.Moghimi@yahoo.co.uk 47. WHY PERSONAL BRANDING NOW? Who do you TRUST more? Who is more likely to do the RIGHT thing? Who is more likely to beACCOUNTABLE for their actions?Corporations or People?B.Moghimi@yahoo.co.uk 48. TECHNOLOGY VS. PEOPLEThe Great Crossover(we must take control back)B.Moghimi@yahoo.co.uk 49. CHAOSThere will be more confusion in thebusiness world in the next decade thanin any decade in history. And thecurrent pace of change will onlyaccelerate.Steve Case, CEO, Time WarnerB.Moghimi@yahoo.co.uk 50. SPECIALIZEYou MUST be DISTINCT andCOMMUNICATE YOURDISTINCTION or YOU will beEXTINCT!B.Moghimi@yahoo.co.uk 51. QUESTIONS TO PONDER How do people perceive you?What does the world think you stand for?What is the brand gap between yourbrand's perception and reality?B.Moghimi@yahoo.co.uk 52. PERSONAL BRANDWhat Words, Phrase orEmotions Are Evoked?B.Moghimi@yahoo.co.uk 53. LANGUAGEWhat Language AreYOU Speaking?B.Moghimi@yahoo.co.uk 54. UNIQUE PACKAGINGCan you describe your Personal Brands Brand Mission? [external, includes clients] Brand Description? [how you are perceived] Brand Stand for? [what are you known for] Brand Personality? [fun, serious] Brand Packaging? [consistent] Brand Presentation? [congruency]B.Moghimi@yahoo.co.uk 55. B.Moghimi@yahoo.co.uk 56. QUESTIONS TO ASK?1)What business is your Personal Brand in?2) What is superior about the use valueyou offer your brands consumers?3) What differentiates your personalbrand from those in your position?B.Moghimi@yahoo.co.uk 57. DISCOVERY QUESTIONS1) What kind of knowledge do you enjoy acquiring andsharing?2) Are your current tasks aligned with your lifes goals?How?3) What kind of advice do you give people (inside andoutside) your profession?4) What kind of advice do others ask you? What areyou known for?5) What area have you had the most personal study(training) over the last 3 - 5 years?B.Moghimi@yahoo.co.uk 58. WHO ARE YOU?What do People Think When They See You?(at a party for example!)B.Moghimi@yahoo.co.uk 59. PERCEPTION & REALITYWhat is the BiggestMisconception About You?B.Moghimi@yahoo.co.uk 60. BRAND WAKE-UP QUESTIONS!Have you ever considered that you are a Brand? What is your Personal Brand?How would you define it? What is your perception of your Personal Brand?What is your markets perception of your Personal Brand? Define? What isthe reality of these perceptions? How far apart is the Gap between thePerception (internal) and Reality (external) of Your Brand? How are youmanaging the reality of these perceptions within your market? How is yourPersonal Brand special or distinct? What unique talents do you have? Is yourBrands message aligned and congruent with your market? How can youdemonstrate that your Personal Brand is trustworthy? Cool?B.Moghimi@yahoo.co.uk 61. METHODSB.Moghimi@yahoo.co.uk 62. 3MSMessage + Media + Market2= Powerful Brand!B.Moghimi@yahoo.co.uk 63. WALL OF INDIFFERENCEPierce The Veils Of Indifference(Open Talks to Strangers!)B.Moghimi@yahoo.co.uk 64. SPECIALIZE OR DIE!B.Moghimi@yahoo.co.uk 65. UNIQUE TALENTUnique Talent is the only thing we grow inby Massive Leaps throughout our life andnever become bored with. Its how we arewired! Its who we are!B.Moghimi@yahoo.co.uk 66. WHY PERSONAL BRANDS FAIL Ignorance, People FAIL to recognize they are a Brand! Try to be All Things to all people [No Focus] Fail to tap into their True Passion/Unique Talent in Life Professionals dont realize their External Perception Lack of consistency in behavior and image portrayed Right Message, Wrong Market! Fail to recognize Competitors Brand [Emotion] Fail to have a Mentor to Advise them (lone wolf) Fail to Reposition properly against another brandB.Moghimi@yahoo.co.uk 67. BRANDING METHODOLOGIES Networking Newsletters Interest Mail Post Cards Letter Series Testimonial Letters Referrals Personal Website E-Mail Multimedia Adjunct ProfessorWrite A Book Networking Club SpeakerB.Moghimi@yahoo.co.uk 68. BRANDING METHODOLOGIES Testimonials Mentoring Association Boards Community Boards Letters To The Editor Tips, Trends &Surveys Camera Opportunities Calendar Listings Endorsement Letters 800# Brochures Create A WorthwhileEvent (Sales Major)B.Moghimi@yahoo.co.uk 69. BRANDING METHODOLOGIES Press Releases Publish ArticlesWrite A Column Contribute to Pubs Radio/TV Interview Host Radio/TV Show Audio/Video Tape Alliances Joint Ventures Co-Branding References Case Studies Stories Sponsor An EventB.Moghimi@yahoo.co.uk 70. CONCLUSIONB.Moghimi@yahoo.co.uk 71. THE EXPERIENCE ECONOMYWe live to pay for the experience!Coffee Beans Commodity2 centsCup of Coffee Diner50 centsLatte Starbucks3 dollarsEspresso St. Mark's Square, Italy15 dollarsB.Moghimi@yahoo.co.uk 72. LAST WORDSA Personal Brand MustSincerely Care aboutAchieving Destiny! Successmeans never letting thecompetition define you.Instead you have to defineyourself based on a point ofview you care deeply about.B.Moghimi@yahoo.co.uk