PERSONAL BRANDING
Carole Lamarque
MOVIE: THE SKY IS THE LIMIT

THERE ARE TOO
MANY WOMEN
WORRYING ABOUT
THEMSELVES.

TODAY WE
SEE WOMEN
running for president
taking a bravestands on
the refugee issue
leading multi billion dollar
companies
breaking world records
making world changing impact

WITH SO MANY WOMEN DOING
GREAT THINGS YOU WOULD THINK
COMPANIES COULD FIND
SOMETHINGTO TALK ABOUT
OTHER THAN YOUR WEAKNESSES.
‘
’

WHY DO SO MANY THINK THAT TO EMPOWER WOMEN THEY NEED
TO FOCUS ON THEIR VULNERABILITIES?THIS IS A TREND THAT
NEEDS TO END!

IT IS TIME FOR WOMEN
TO STOP TRYINGTO
‘FIX’ WOMEN … AND
INSTEADGET BEHIND
THEIR PROGRESS &
STRENGTHS.

PROGRESS IS HAPPENING
OVER 50% OFMANAGERS
ARE WOMEN THESE DAYS.
Riseofwomen ted talk

IN CHINA, PRIVATE
ENTREPRENEURSHIP IS RISING
WITH WOMEN, FASTER THAN MEN.
Rise of women ted talk
PROGRESS IS HAPPENING

PROGRESS IS HAPPENING
IN 1998 ONLY 2 WOMEN WERE
CEO’S OF FORTUNE500
COMPANIES, IN 2015 THAT
NUMBER HAS RISEN TO 27 CEO’S.
Fortune magazine, sept 15, 2015

“FEMALE FOUNDERSON UPWARD
TREND ... IN 2009, 9.5%
STARTUPS HAD AT LEAST ONE
WOMAN FOUNDER.BY 2014 THAT
RATE HAS DOUBLED TO 18%”
TechCrunch, may 2015
PROGRESS IS HAPPENING

PROGRESS IS HAPPENING
BELGIAN LAW PRESCRIBES THAT
BY 2017 EVERY STOCKMARKET
LISTED COMPANY MUST HAVE A
BOARD THAT CONSISTSOF AT
LEAST 1/3 WOMEN

“WOMEN RATED BETTER THAN
MEN ON 12 OUT OF 16
LEADERSHIP COMPETENCIES...
NYTIMES
PROGRESS IS HAPPENING

WOMEN ARE IMPORTANT TO THE HEALTH, THE ECONOMIC
SUCCESSAND THE SOCIAL STABILITY OF THE WORLD AT LARGE

WHAT CAN A PERSONAL BRAND
DO FOR YOU
AND WHAT’S THE BEST WAY TO START BUILDING ONE?
SHOW: MAD MEN

Here’s the thing… Personal Brand.
Those words imply that people need to adopt
identities that are artificial and plastic and
packaged.

When what
actually works is
Authenticity
BIO: ADAM DRIVER

One of the fabulous things I’ve enjoyed about my
career is collaborating with so many different
leaders.
And without exception the successful ones have
always been comfortable in their own skin.

RESILIENCE
the ability to hang in there when things are difficult
is critical in a career, and if you’re spending every
hour of the day pretending to be someone you’re not,
you’ll be exhausted and won’t have the energy
needed to face your real work.

On the flip side, if you’re genuinely excited about
what you’re doing, and have that light in your eyes,
it will attract other people to you,
and motivate them.

HOW DOES THE RECOMMENDATION TO
“BE YOURSELF”
HOLD TRUE IF YOU’RE NOT CERTAIN YOU’LL BE EFFECTIVE?
MOVIE: THE ARTIST

Expressing a point of view is always legitimate, and
if you’re doing it because you’re genuinely passionate
about a topic, I don’t think anyone will have a problem
with that.

HOW WOULD YOU ADVISE PEOPLE WHO ARE NERVOUS ABOUT
PUTTING THEMSELVES OUT THERE AND MAKING MISTAKES?
MOVIE: SABOTAGE

“Carole, what do you think they’re going to do to
you? Take away your children?”
Regardless of the situation, if you’re really valuable
and you do a great job, you’re not going to get
killed. Take a chance. Just speak your mind.
There’s no bad outcome.

DOES A PERSONAL BRAND HAVE TO CHANGE AS YOU
BECOME MORE SENIOR?
MOVIE: PROMO PICTURE, MOVIE UNKNOWN

There’s a common misperception that you have to
take on a new persona when you enter the leadership
ranks: to become more restrained, intellectual,
cerebral.

Whatever humility or generosity or warmth made me
successful early in my career, I tried to keep when I
evolved and become senior executive and
entrepreneur.

YOUR PERSONAL BRAND NEEDS TO BE …
MOVIE: TARZAN

YOUR PERSONAL BRAND NEEDS TO BE
Compelling
to your audience
Well-knownAuthentic Consistent

MOVIE: TARZAN
UNDERSTAND TRIGGERS
Weak brands focus solely
on intellectual arguments.
Strong brandstap into
emotions the subject you
need to master is
psychology.
Become a student of it

SO WHAT DO YOU NEED TO DO TO MAKE IT HAPPEN?
HERE ARE SOME IDEAS.

WHAT IS PERSONAL BRANDING?
TELLS YOUR AUDIENCE 3 THINGS
• Who you are.
• What you do.
• What makes you different;
or how you create value for others.

INCREASED CREDIBILITY
WHY IT’S IMPORTANT.
MORE OF THE RIGHT KIND OF CLIENTS
INCREASED EARNING POTENTIAL
CONSISTENT FLOW OF BUSINESS
DRAWS BENEFICIAL PEOPLE
“TOP-OF-MIND” STATUS
LEADERSHIP ROLE
ADDED PERCEIVED VALUE
ASSOCIATIONWITH A TREND
ENHANCED PRESTIGE

HOW DO YOU USE IT
TO INTRODUCE
YOURSELF
VERBALLY,
VISUALLY,
AND IN
WRITING.
TO CREATE AN
AURAABOUT
WHAT YOU DO
AND HOW YOU
DO IT.
TO
DEMONSTRATE
TO OTHERS
ABOUT YOUR
BELIEFS,
VALUES, AND
ABILITIES.
TO CHANGE/
CLARIFY/CREA
TE
PERCEPTIONS.
TO INFLUENCE
1 2 3 4 5

Rethink the way
you view your career.
Ask yourself: What do I do that brings value?
What I am most proud of?
MOVIE: THE GREAT DICTATOR

Authenticity
Anything other than the real you
won’t do. Discover exactly what
makes you fascinating.
Build your brand on your true
strengths.
MOVIE: VERTIGO

Reassess your loyalties.
Put loyalty to yourself first. Then be loyal to your team,
your project, your customers, and your company.
MOVIE: THE GODFATHER

Make yourself visible.
Build your profile internally and externally. Ways to do this
includes networking, signing up for high-profile projects,
showcasing your skills in presentations or workshops,
writing for internal or external publications, volunteering
for committees or panel discussions at a conference.
MOVIE: THE INVISIBLE MAN

Be consistent.
Ensure that your message is consistent.
If it is erratic, it will undermine your efforts.
MOVIE: SINGING IN THE RAIN

Balance substance
with style.
Don’t forget that the way you do things is often as
important as what you do. Do you look the part?
MOVIE: THE SWING TIME

Build and manage your
marketingnetwork.
Your friends, colleagues, clients and customers are an
important marketing vehicle for your brand. What is said
about you will determine the value of your brand.
KATHRINE SWITZER

Seek feedback
It’s critical to keep checking the value of your brand. This
can be done by formal methods such as 360 feedback or
informally, by asking people around you for feedback.
MOVIE: UNKNOWN

Reassess
Keep checking what motivates you. What’s your personal
definition of success? Write yourself a personal statement
about why you work and check it regularly.
MOVIE: DOUBLE INDEMNITY

OF PEOPLE ONLY LOOK AT
THE FIRST PAGE OF GOOGLE RESULTS
94%

NAMES ARE SEARCHED IN GOOGLE EVERY DAY
1 BILLION

WAYS TO BUILD YOUR PERSONAL BRAND
10

1. DEFINE YOUR BRAND
MOVIE: CAREFREE

BRANDING IS ABOUT YOU
• A strong personal brand is not about
how long you’ve been building it, but
how well you’ve been doing it.
Like a great pair of shoes, it must:
• Make you feel powerful and happy
• Fit
• Feel good
• Tell a story

YOUR CHECKLIST
o Mission
o Elevator Pitch
o Niche Market
o Competition
o Profiles (social and other)
o Content Strategy
o Graphics Brand
o Personality
o Tagline

GRAPHIC DESIGN
Everything you create
should be presented with
class and continuity.
Develop a tasty logo,
color palette and design
standards that reflect
well on your brand
See : www.duvalunionconsulting.com

WHY EMPLOYERS SHOULD CARE
Strong personal brands add value to corporate brands!
EMPLOYER
PUBLICITY & VISIBILITY
BUILD ORGANIZATIONALCREDIBILITY
INCREASED ENGAGEMENT LEVELS
EXPANDS INFLUENCE
HUMAN CONNECTION TO THE ORGANIZATION
HALO EFFECT

2. HAVE A SPECIALTY
MOVIE: SPACE INVADERS

2. HAVE A SPECIALTY
Specializing in a skill that is relevant to your field and
being vocal about that! will help you stand out in
the crowd.Companies call this a point of differentiation.
Consider how your brand (in this case, you) is different
from everyone else “on the market”. Why should people
choose you over everyone else?

3. WRITE YOUR BIO
MOVIE: BRAZIL

3. WRITE YOUR BIO
Carole Lamarque
Founding Partner, Duval Union Consulting
- Go-to-Market expert with a long track record in opening new, disruptive
markets (Telenet Yelo), target new segments, launching innovations
and new technologies (Energy/Electrabel, Telecom/Belgacom,
Retail/Zalando),sharing knowledgewith her clients.
- StrategicMarketing expert with Digital media atthe center of the
Integrated Marketing Plan,with InfluencerMarketing as a key success
factor for new and installed markets.
- We sharpen and transformyourmarketing plans,implement new
trends and create yourunfairadvantage.Wethink and strive like
business owners, so we are commited to results.
- Proudly partof the VRT Expert Data base and StraffeMcommunity
LinkedIn : https://www.linkedin.com/in/carolelamarque
Twitter : https://twitter.com/caroberry

TAGLINE
Think of it like a signature. It should be sticky,
meaning stating it unexpectedly so it’s memorable.
Marketing pro with an eye for
Innovation. – Carole Lamarque
I help people to transform their
businesses, their careers, and
their lives. – John Purkiss
“I’m Robin Fisher Roffer… I reinvent
brands and reignite professionals.”
I help people to clear their head
trash and find their mojo. And, once
they’ve found their mojo I help them
to set it on fire! – Alexia Leachman

KEYWORDS
When surfers go
a-Googling, which words
will lead them to you?
Build a short list of the
most relevant keywords
and use them often
See : www.duvalunionconsulting.com

4. CREATE A BLOG
OR PERSONAL WEBSITE
MOVIE: PAN

BLOG
An insightful website is
the engine of your
personal brand. Your
blog is the fuel. You
need to start a blog,
and once you do,
there’s no stopping
See : www.duvalunionconsulting.com

4. CREATE A BLOG OR PERSONAL WEBSITE
See : www.duvalunionconsulting.com

5. USE LINKEDIN
MOVIE: METROPOLIS

REGULAR POSTS
Links generateabout 50 % more clicks on your
content. It makes userscurious and works
rewarding.
• Don’t make them too complicated
• Make it relevant
A strong visualsaysmore than1000 words ever
will, dare to say less and show more. It eventually
generates 98 % more reactions.
Moving visualscan boost your amount of shares
with 75 %. It works more appealing thana textual
post,if relevant of course.
• Don’t show “movies”, show “trailers”

6. BUILD YOUR
COMMUNICATION SKILLS
MOVIE: HIS GIRL FRIDAY

6. BUILD YOUR COMMUNICATION SKILLS

9. SAY NO
MOVIE: TEENAGERS

9. SAY NO
Now that you have your personal brand in place, protect it.
Say no to opportunities, projects, freelance work, or social
media posts that are not aligned with your brand.

10. DO GOOD WORK &
LIVE YOUR VALUES
MOVIE: SILK STOCKINGS

10. DO GOOD WORK & LIVE YOUR VALUES
Your work and actions speak volumes about your personal
brand and you, as an individual. You can say you
hold certain values, but your actions, your experience, and
your words have to embody them.

5 QUESTIONS
QUESTION #1 : What are your goals?
QUESTION #2 : What do you value?
QUESTION #3 : What are you passionate about?
QUESTION #4 : What motivates you?
QUESTION #5 : What makes you remarkable?

5 STEPS
STEP #1 : Take Inventory
STEP #2 : Develop a (Brand)Plan
STEP #3 : Craft Your Identity
STEP #4 : Choose the Right Tools & Channels
STEP #5 : Measure & Repeat

5 RULES
RULE #1 : Be Diligent
RULE #2 : Be Consistent
RULE #3 : Be Relevant
RULE #4 : Be Interesting
RULE #5 : Be Yourself

WOMEN NEED TO UNDERSTAND THE IMPORTANCE OF WORKING
IN TEAM. WOMEN NEED TO HELP EACH OTHER.

WOMEN CAN’T
AFFORDTO BE THE
LAST TO GRASP THIS

IT’S KIND OF COOL
TO BE A WOMAN
THESE DAYS.

“2016 WILL BE THE YEAR IN
WHICH THE FORCESOF
ENTREPRENEURIALISMAND
WOMENISM CONVERGE.

DON’T PREY ON YOUR
WEAKNESSES
KNOW WE ARE NOT A
SPECIAL INTEREST GROUP
AND NEVER,EVER FEEL
SORRY FOR YOURSELF

CELEBRATE WHAT YOU
HAVE ACHIEVED
HIGHTLIGHT THE STRENGTHS
OF OTHER EVERYDAY LADY’S
TRY TO WORK AS A TEAM

CAROLE LAMARQUE
carole.lamarque@duvalunion.com
+32 478 33 7000
@caroberry
FOLLOW ME ONTWITTER
MOVIE: THE BAND WAGON