Building your Personal Brand

Building your Personal Brand Coach Bengochea Sales, Marketing & Personal Development Coach coachbengo@gmail.comThe World is Flat • Book by Thomas Friedman • In it he referred to the evolution of Global competition • Between countries starting in the 15th & 16th Century • Between companies starting in 19th Century • Between individuals starting at the turn of the 21st Century.As knowledge workers we are in competition • This 21st Century individual global competition is mainly between Knowledge workers. • The product is intellectual property • The channel of distribution is the Internet • The breakthrough is the ...Upload feature and Collaboration. The quality of each of our services is encapsulated in our Brands • But to compete in this new global space as an individual you must be known. • To be known on the Internet is no different from to be known in your village. • In your village they know you by name, by sight and by your identity or character (your values) • In short they know your BrandThe elements of your Brand are... • Your Name • Your image • Your Identity (the quality of your product/service) • Your SymbolEach Brand must be unique • Just as in your village you are unique • So on the Internet you also must be unique • You must be differentiated -different to stand out. • A unique name, image, identity, symbolTo build a unique brand..... • You must find a unique market space • A market space is a specific group of customers (globally on the Internet) to which you offer a unique service. • This space can be large (500,000 customers) or small (50 customers) to which you offer either a small service or a large service. • This requires Imagination and the ability to Mash things up -i.e. To be Creative • Who are you going to target and with what service or product.To own a marketing space you must understand your industry • This requires that you know and understand your industry. • Which niche of customers within my industry can I target. Remembering that the niche can be anywhere the Internet reaches. • Inspiration and InnovationAnd your own strengths • Which service or product can I supply to this group that only a few others are supplying. • What are my strengths? • What is the unique way in which I can present this service. • Inspiration and InnovationYour must translate this into your Positioning Statement • Your Positioning statement is a brief statement describing your target customers and the unique service you intend to provide. Develop your Product offering • Your product offering is the unique product or service you intend to provide. • Mash up existing products and services to create something new and unique within your industry. • Combine, mash up and create a new angle or aspect of a service.What is your Brand Identity • What do you stand for -your cause, your values. • Your quality aspirations • Your Core Beliefs • What makes you unique • What identifies you with your target groupWhat are your Brand Attributes • What is the customer value of your brand • How does your brand perform better than the competition • What is unique about your brand • How do people feel when interacting with your brand • Does your brand reflect your values, your identityPromote your Brand • Promote and communicate your brand on the Internet • With your contacts • Collaborate with other personal brands • Create a Google Group • Promote your brand on WiZiQFine tune your Brand over time • Adapt your product offering and brand attributes over time • Continue to re-invent yourselfAttend a Private Workshop to Build your Brand Plan • Develop all these elements into a Personal Brand plan and work your Brand Plan • Attend a private Coach Bengochea WiZiQ online workshop (5 one-hour modules) to work through and develop your own Personal Brand Plan under the guidance of Coach Bengochea • Cost US$100 for the 5 modules • Interested persons email Coach at • coachbengo@gmail.comcoachbengo@gmail.com