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personal branding workshop at Delft University for PhD students
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personal branding
“Destination Doctorate” TU Delft
November 18th 2010
Ivo Boelens / Tom Scholte
TU Delft Rector Magnificus
Asked for this
job?
Applied for this
job?
Rector Magnificus
He was Asked for this
job.
He applied for this
job.
90% of participants
think:
10% of participants
think:
Rector Magnificus
He applied for this
job.
(personal) branding is about a clear what: coffee, beer, researcher or rector magnificus and being really good at that.
…and besides branding is about emotion, experience and characteristics. About who you are.
There were three candidats. Mr. Luyben was chosen for his decisiveness, passion and creativity.
Most products are branded with an ‘artificial’ emotional value around their product.
Personal branding is the other way around: from the inside out: who you are and why you do what you
Strongest brands based on..
The extent in which the brand plays a role in the purchase of a product or service.
How strong is a brand?
The extent in which the person plays a role in the selection for a project or job.
How strong is a personal brand?
result of personal branding:increase of percieved value
being asked for the things you want to be asked for
What do people find if they Google you?
What do people thinkg if they think of you?
But more importent: how are people able to find you?
good & satisfied ≠ loyal
excellent = loyal
whatjob
activities
‘how’ extra unexpected
qualitieswho‘why’
First: your personal branding template
1.What
1.What is it that you have to offer?What is it that you do?
,or want to do?
what?
what?
what?
what?
what?
what
what
what?
what
what
what?
what?
what?
what?
practice• in 30 seconds write down what it is that you do
• stand up and walk to some one and exchange your ‘whats’
• activities – services – products• results
2.Who & Why
The risk of no personal branding.
Rector Magnificus
“As a leader you have to proclaim a religion”
What’s your religion?Where do you believe in?Why do you do what you do?
why
why
why
Why are you doing that?Why do you want to do that?
What do you want to reach?Who do you want to make happy?
Walk to someone you don’t know.
3.Who and howextra and unsuspected
If you are a business consultant, what kind of business consultant are you?
If you are a social researcher, what kind of social researcher are you?
What are your strong characteristics?
how
Easy for other people/
how
how
Suppose that you would be a car. What type/brand would it be, why this one and whith which caracteristics?
Suppose that you would be a topsporter. What sport would it be why this one and whith which caracteristics?
Whatproductservice
‘how’ extra unexpected
qualitieswho‘why’
delivering quality
creating experiences
showing personality
not enough
Who can tell us about a nice and positive experience you
had at work/research last week?
Congratulations!
TU Delft ‘PhD’
personal brandaward 2010
personal branding
moment
1.sharing
share what you do
share what you do
share what you have done
share what you do
share what you do
share your ambitio
n
work, ambitions, results, opinions, observations, network, knowledge
online and offline
1.sharing
and projects
practice• in 30 seconds write down a recent project or activity
where you showed your ‘car/sporter’ characteristics
2 minute elevator, canteen, hallway conversations.
How are you, what have you been doing lately?
Thanks for asking, I am working on, I just returned from, I just finished a project concerning…
2.monitoring
monitoring
monitoring
monitoring
monitoring
monitoring
monitoring
key subjects, trends, alternatives and…
online and offline
2.monitoring
your network
monitoring
monitoring
3.responding
respond
respond
share
monitor respond
Whatproductservice
‘how’ extra unexpected
qualitieswho‘why’
www.linkedin.com/in/tomscholte
www.twitter.com/tomscholte
www.tomscholte.com
www.facebook.com/tomscholte
Places where Tom shares his work, monitoring and network:
www.slideshare.net/tomtom
www.youtube.com/tomscholte
www.personalbrandingblog.nl
Join my network!
This is not what I do. This is who I am.
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