Creating a Personal Brand

How to create a
personal brand

Jacqueline@brand-camp.com

You already have a
brand



It’s what people say about you
when you’re not in the room


I’m going to equip you with the
tools to better control that
conversation

So what is a brand?


A brand for a company is like a
reputation for a person. You earn
reputation by trying to do hard
things well.
Jeff Bezos


A brand is a tool that consumers
use when making buying decisions


Creating a brand gives you stability,
growth potential, loyalty and
longevity Jacqueline@brand-camp.com

A great brand has
nothing to do with size



Everyone communicates, but few
connect

So how do you create
a great brand?


Advertising is the tax you pay
for being unremarkable


What makes you stand out?

Three little questions

Who are you?
What do you do?
Why does it matter?

When asked to describe
someone else, typically
people say two to four
things about them


What are the two to four
things that make you
unique?

Every point should be
objective and measurable

Two approaches to
marketing


Vision & Mission

Values Talents


Your brand is a promise

Quote from Jonathon Guthrie Jacqueline@brand-camp.com


To be successful you have to
stand out


It has to be authentic – your image
should reflect reality

Be consistent inside
the company and out


Your Vision

How do you
see your
future?


“I have a dream that my
four little children will
one day live in a nation
where they will not be
judged by the colour of
their skin, but by the
content of their
character.”


To be the Earth’s favourite
little food company.

While that might sound a
little far fetched to some
people, a wise chap once said
‘We are limited not by our
abilities but by our vision.’
Which is why we’ve made
ours so big.

Check list
Is it optimistic?

Is it a powerful motivator?

Does it describe your ideal future?

Does it reflect the impact you want to
have on society?


What’s your mission?


It’s about the meaning behind the
money



Your Mission statement sets you
on a path to greatness

Why are you doing what you do?

Many people find this really hard
to articulate


“I never went into business to
make money – but I have found
that if I have fun, the money will
come” Jacqueline@brand-camp.com

Many people with a clear sense of
purpose never retire


What you sell Your Mission


What we sell Our Mission


To put a
computer on
every desk in
every home


To organise
the world‘s
information
and make it
universally
accessible and
useful

Checklist
Does it outline your purpose?

Does it define what drives you?

Does it reveal your passions?

Can it drive the day to day running of your business?

Does it feel like a big movement?


What are your unique Talents?


Reflect on your life and
identify five high points


What talents was I using?
How was I using it?
Where?
Who was I with?


What are your core values?


Distinct + Authentic + Compelling


Two people with equal talents
can have very different careers

Knowing your values can
help you decide how to
apply your talents and
build a fulfilling career


The strongest brands are
built by people doing what
they love, in a situation
that is compatible with
their values


3 step process

1.  Give your value a memorable name
2.  Create a short explanation
3.  Outline how it is brought to life in day
to day activities


They have one core principle, around which they make all their decisions

Create a business we can be proud of

They then break this down into four values, each reflecting what they are, how they do things, and where they increasingly want
to be:

Be natural
We want to make 100% natural, delicious, healthy stuff, 100% of the time. For us, being natural is also about keeping it human and putting
people first. We want to treat others, especially our drinkers, as we’d like to be treated ourselves.

Be entrepreneurial
innocent began as a small, entrepreneurial company, and nothing much has changed. We chase every opportunity and try to be as responsive
as we can - to our consumers, our customers, and to opportunities in the market. We want to be creative and challenge the status quo. We
want to do what we do better than anyone else, and have fun doing it.

Be commercial
We are a commercial business and so creating growth and profit for us and our customers is central to what we do and why we
are here. We need to be tough, but at the same time fair. We need to think clearly, act decisively and keep the main thing the main thing.

Be generous
With our feedback for others, with our time when coaching others, with rewards when people deliver, and with our charitable support.
It’s that simple


Start by identifying your
values

These are often the
qualities that you admire in
others

How will you project them?

Being true to your values
makes you authentic and
helps you to stand out

Checklist
Can it help you to be distinctive?

Is it relevant to your brand?

Is it compelling?

Is it meaningful to your Clients?

Can it be brought to life in behaviour?

Would you fight to ensure it’s upheld?

Brand Identity

To stand out your need to
create a unique identity


Distinct, consistent visual
style Jacqueline@brand-camp.com

Must be Consistent at every
touch pointJacqueline@brand-camp.com

Your accent Jacqueline@brand-camp.com

Sarcastic, witty and deadpan

Your Approach Jacqueline@brand-camp.com

Boundary pushing adventurer

Your Approach Jacqueline@brand-camp.com

It can help to brand your
approach

All hail to the ale

Catchphrases Jacqueline@brand-camp.com

Nice to see you……to see you, nice

Catchphrases Jacqueline@brand-camp.com

They can make you more
memorable Jacqueline@brand-camp.com

How does your personal
brand stack up?


Creating a Personal Brand

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