Executive Brand Founder Wendy Pavey talks about the meaning, purpose and value of Personal Brand in this 1min:49sec video.
"Personal Brand functions like any brand: its purpose is to help the customer choose between very similar options. Personal Brand Strategy creates a powerful point of difference for you, that is grounded in the commercial value you can bring to a role."
The foundation of an effective personal brand is your Value Proposition. If not grounded in commercial value, your brand will be an empty shell.
Your brand needs to be translated to a suite of Brand Assets that you use to powerfully communicate your value on a wide range of platforms.
You'll need to establish your Brand Authority so that your value is clearly understood and can be quickly recognised and readily shared.
You'll need to ensure that your brand is visible to the right people – the decision-makers who can help you to achieve your career objectives.
"I've worked for iconic global FMCG brands like Apple, Nokia, Gillette, Raid and Gatorade. What I learned is that these famous brands work constantly to keep their name relevant to – and remembered by – their target market.
Executives and senior leaders need to do exactly the same, to ensure they are both visible and valued."
"My skills are grounded in marketing imperatives: my focus is always on achieving your objective, which is effectively 'selling' yourself as an ideal candidate, a thought leader or a sought after mentor.
At the start of my career, I mostly used the written word and focused on influencing mainstream media. Today I employ video and audio formats, and make extensive use of social media and online platforms."
"Throughout my career, I've worked with and for very senior leaders in a diverse array of enterprises. I understand the unique demands of an executive career and have tailored my services accordingly.
My 1:1 programs provide a Done For You service that delivers excellent results with the least possible input from you, so you can focus on your day-to day role, while ensuring attention to your longer term career goals."
TOUCHPOINT is my regular email newsletter. It covers the basics of personal branding and answers questions submitted by subscribers.
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