TO CREATE YOUR PERSONAL BRAND - PART 2
HOW TO TRANSFORM YOURSELF INTO A POWERFUL BRAND
There are essentially 9 steps to follow to create, develop and maintain your personal brand. By getting your branding right, it will empower you as an individual, enable you to shine a spotlight on your expertise, and make you stand out from the crowd.
Step 1: Analyse yourself
The starting point is the most difficult part of the process when it comes to building your personal brand. This is because you need to change the way you think; you need to turn things around and start looking inwards, thinking carefully and analytically about yourself. You must be authentic, so this must be your starting point..jpg)
Unleash your passions
Spend time figuring out who you really are and what you like doing best. If you can unleash your true passions, focus on this as it will be what motivates you today and will ultimately bring you your greatest rewards, emotionally and/or financially. Remember, your brand is you, it’s living and breathing and will reflect who you are throughout your life’s journey. So don’t be worried about capturing what motivates you today in case it changes, as it probably will, as your ambitions and goals change over time.
Determine your values
Once you have decided on what you want to do, next you need to articulate your values which translate into core principles that give meaning to your life. These are the uncompromising truths and standards that determine your outlook, your attitude, the choices you make, and the action you take.
What is your offer
Now it’s time to look outwardly and determine how what you want to do can add value to a particular market. It’s important to remember here that although your brand is reflecting you, your personal brand should be about what you can do to help other people. In a way that is genuine and without overselling yourself – do not act bigger than you are. If done in the right way, your brand will sell itself..jpg)
If you can, socialise what you have done so far with your family, close friends and colleagues who will be able to give you valuable feedback on how you view yourself.
Step 2: Set your goals
It’s time to be specific about what you want to accomplish and achieve both short, medium and long term. When setting goals, align them with reality, and where possible use a benchmark to help define what success looks like. This will make it easier to plan and measure as you set your objectives later on in the process.
When setting a benchmark, this could be modelling yourself on a mentor, or someone you follow, admire or aspire to within your industry. Someone who has attained a certain level of skill, following or reputation within your field of knowledge or expertise. That does not mean copy, but instead to study them; their social profiles and website, emulating what they’re doing with the goal of surpassing them. And if that goal is medium to long term, think about some interim goals so that you can measure steps and progression towards its ultimate achievement.
Don’t spend too long in determining your goals, as you can come back later and revisit it after completing the next step.
Step 3: Formulate your value proposition
So far you have laid down the foundations of your brand and established your purpose, values and what you are aiming to achieve. In developing your value proposition, there are a number of things to consider. These include: Gaining an understanding of your market. Who your main competitors are. And who you will be talking to – in other words, who is your audience.
Research you market
What you have chosen to do will become your niche, the specialist field in which you focus. Now is the time to research this market sector in detail, to understand what it’s all about. Examine things like market size, share, value, business drivers, geographies trends, forecasts and customers. Maybe you already know the market well, however, don’t be complacent. The chances are you haven’t analysed it in this way before. Any company that is launching a new brand, or is managing an existing one, constantly researches the market – your brand is no different.
Just as you need to understand and define your market, you also need to know all the details you can about your competitors, an important part of positioning yourself as a brand. This will include companies, individuals within them, and known people within your industry, including thought leaders and bloggers.
In doing this, the chances are you’ll find yourself researching a large market, with a lot of competition. That’s perfectly fine, as it should reinforce to you the fact that you should be doing this anyway, as a way to differentiate yourself. On the other hand, if you find yourself in a new niche with very few competitors, it’s the perfect opportunity to make your mark and get yourself well known in a short space of time.
Having a personal brand, by definition, makes you individually unique. However, in all businesses, people buy from people, so don’t assume that your uniqueness is your differentiation. It’s a big part of it, but competitive positioning is essential. So the work you put into understanding your competition and carving out your personal space is a key component in reaching your audience.
Identity your audience
Now you understand more about the market, you must define your audience. Your niche will dictate who this is, but you need to understand as much as you can so you know how to communicate with them. Having researched the typical profiles within your market, your aim should be to build your audience persona. This persona will be a fictional representation of your preferred customer.
When creating your value proposition it must be a short section of text that clearly defines what your brand stands for and why it exists. It should include what you offer, who your target audience is, how you are positioned against your competitors. It should reflect your brand’s purpose, creating clarity by focusing on its core elements that together create something compelling, distinctive and relevant.
These elements combined create your personal brand differentiators. A set of unique features and benefits that become the basis for how you establish and maintain your competitive advantage.
Step 4: Create your name and story
Deciding on a name
When deciding on your brand name there are two options that you have available for consideration. The first is to use your own personal name, and the second is to choose another name. To ensure you get this right, you need to have gone through the process of creating your value proposition.
Try to make it timeless, tireless, easy to say and remember and make sure it is different from the competitors you have out there. If you go with this option, remember, this is still your personal brand, so it has to go hand-in-hand with your name. Your name should always underpin your brand, and over time become interchangeable in the eyes of your audience.
Create your messages
After defining your name and what you are as a brand, arguably the most important thing is what you say, and how you say it. Therefore messaging must be at the centre of everything you do, both in written and verbal form. Your brand’s messaging must become a consistent underlying value proposition that is applied to all your communications. It’s what will make people relate to you – by inspiring, persuading, and motivating them, attracting and ultimately having them as follows and customers. Start by defining what are the key messages you want to communicate.
Now you know what you say, you need to determine how to say it. Remember your brand is a reflection of you and your authenticity, so be true to your personality and characteristics, and don’t try to force it. Yes, you can emphasize some of your traits by weaving them into your brand’s personality, but do it naturally and in a way that is complementary to your messages and story.
Where you have more control is when it comes to establishing your tone of voice. Your brand’s voice is its attitude, which means how your brand speaks to its audience. Combining personality and tone of voice creates your brand style that must remain consistent throughout all your communications.
Source: BRANDALLAGENCY
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Study your competitors.jpg)
If you like your name, and it fits with who you are and what you stand for, then check its availability, get it registered and put it online. If it’s taken, try another domain name extension, but be sure to choose one relevant to your requirements. You can be a bit creative by adding a hyphen or initial to make it work. However, if you have a very popular name, think about adding another name. For example, johnsmithcopywriter.com – this could even be your preferred option. Maybe using your name just isn’t the right approach, which could be the case for many reasons. In this instance, you need to choose a name that fits with who you are..jpg)
Establish your voice
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PHƯỢNG VŨ
Founder/ Brand Strategist
A modern, dynamic, youthful and very open-minded lady. She is intensely enthused in building and working with Brands.
After graduated from Marketing Department of Lotus University on 2008, Phượng worked with medium-sized corporations in Viet Nam such as Đông Phương Group (The Adora Project), Capella Entertainment (Riverside Palace, Air360 SkyBar), Salinda Resort Phu Quoc Island… After just a few years, she was ready for a Senior Client Service role at QUO Global, Marketing Director at SOHY Sky Lounge & Dining; Marketing Director at Minera Hot Springs Binh Chau and Seava Ho Tram.
With a global branding standard and a profound understanding of the Vietnam market, she brings her passion and vision to Thuong Hieu Vu to help local brands grow with their full potential, professionally and sustainably.
TRÚC VŨ
Co-founder/ Head of Content
Trúc always knows how to express her thoughts with ear-catching content. She had graduated with merit at Journalism Department of Social sciences and Humanities Ho Chi Minh city before being TV editor at Ho Chi Minh city Television Station.
Her 19 years in journalism helped her to have a multidimensional view of life and sharpen her writing skill.
“Meditation and parenting have brought me a priceless opportunity to understand people psychology in recent years”, Truc has added depth and breadth to the content strategies she creates.
TUẤN VŨ
Creative Director
The man was born in bustling Saigon but has a quiet habit at work. Tuan's intense creativity spans 23 years of experience with more than 55 domestic and international brands. He won Silver Spike Asia 2009 and was nominated for a Cannes Lion in 2009. For him, the more complicated the artistic requirements, the more creative inspiration he brings, and he loves the feeling of seeing his works "cover the media."The knowledge of the Bachelor of Management from a creative person helps Tuan add excellent project deadline management skills, both achieving high efficiency and "challenging deadlines." When working with Tuan, customers and colleagues are always surprised by his persistent and passionate pursuit to the end.
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NHÂN TRẦN
Project Management Consultant
Nhân Trần is an enthusiastic guy with 10 years’ work experience in the advertising-marketing industry in both client and agency sides. Working at global agencies such as Ogilvy since he is just a fresh-graduate, TBWA and now Hakuhodo which have given him many opportunities to work with people from diverse backgrounds in team-oriented projects and experiences in many different industries with big clients from Vinamilk, Acecook, Masan, LG, Emirates, Colgate, TPBank and many more.
Collaborating with different groups of people equipped him with many valuable lessons about interpersonal skills, negotiation, communication, teamwork, project’s planning and excellent execution management.
HÙNG VŨ
Senior Graphic Designer
Hung Vu, a designer with a half-close, half-difference, is always brave and creative. To him, "Creativity also needs ritual." Actively researching and seriously exploiting the brief and products or services is what he considers a prerequisite to finding ideas. Instead of waiting for inspiration, Hung Vu chose to create a process of finding "feelings."
He will always provide you with ground-breaking suggestions based on the resources the business has access to as well as his own artistic skills and style of thinking. Give him a theme if you want to see a subtle reinvention of the brand concept in each design!
DUNG ĐỖ
Project Manager
When mentioning Dung Đỗ, people will immediately remember a flexible, vivacious girl from the Hotel Management major at Hoa Sen University. With the ability to plan a comprehensive and clear work route, she has successfully completed previous jobs such as operation supervisor, marketing coordinator,...
To her, success is about making the most of your abilities. Therefore, you will always see her enthusiasm in every meeting or work exchange. She always pursues to propose, divide, and keep the "creative souls" within the timeline framework.
Dung Đỗ's risk management abilities are also her strongest suit, allowing her to ensure that the plan is carried out promptly significantly.
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Account Executive
CƯỜNG NGÔ
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ANH HÀ
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Anh Hà is a PR major at Van Lang University. She has experienced and written about many different fields, such as consumer goods, food, credit, education, and services, on many platforms.
Writing for her is a profession, habit, and passion. Observing, deducing, and putting things into words is how she enjoys her daily life.