Embed Size (px)
Citation preview
PERSONAL BRANDINGFOR FREELANCE TRANSLATORS & INTERPRETERS
#languageshow @3ptranslation
MY NAME IS MARTINA ➤ ITALIAN FREELANCE TRANSLATOR AND
INTERPRETER ➤ OWNER & DIRECTOR OF 3P TRANSLATION ➤ BUSINESS ADVISOR & SEMINAR TUTOR AT
LONDON SOUTH BANK UNIVERSITY ➤ MARKETING GRADUATE ➤ WROTE MY PG DISSERTATION ON PERSONAL
BRANDING FOR FREELANCERS
IF YOU WANT TO KEEP IN TOUCH WWW.3P-TRANSLATION.COM
FACEBOOK 3P TRANSLATION
TWITTER @3PTRANSLATION
INSTAGRAM @MARTINA3P
#languageshow @3ptranslation
HELLO!
©2017
TOMORROW
12.15 TOP TIPS TO SUCCEED AS A PROFESSIONAL TRANSLATOR 13.30 NETWORKING FOR TRANSLATORS & INTERPRETERS
#languageshow @3ptranslation
©2017
PERSONAL BRANDING FOR FREELANCE TRANSLATORS & INTERPRETERS
the boring bit DEFINITIONS
RESEARCH CONTEXT, PROBLEM, AIMS RESEARCH DESIGN
FINDINGS
the fun bit DEFINING YOUR PERSONAL BRAND
COMMUNICATION TOOLS RECOMMENDATIONS
#languageshow @3ptranslation
©2017
WHAT IS A BRAND?
➤ A BRAND IS A NAME OR A SYMBOL, OR A COMBINATION OF THE TWO, THAT IDENTIFIES AND DIFFERENTIATES COMPANIES AND PRODUCTS FROM THOSE OF COMPETITION
(AMA, 2013)
➤ A BRAND IS ALSO THE ATTRIBUTES AND MEANINGS THAT CONSUMERS ATTACH TO THAT NAME OR SYMBOL, FROM THE QUALITY AND BENEFITS OF THE PRODUCT OR SERVICE SOLD, TO MORE COMPLEX VALUES AND BELIEFS. IT IS THOSE MEANINGS AND ATTRIBUTES THAT CAN ULTIMATELY GIVE THE BUSINESS A COMPETITIVE ADVANTAGE
(KELLER, 2013)
#languageshow @3ptranslation
©2017
#languageshow @3ptranslation
©2017
#languageshow @3ptranslation
©2017
FUN
HAPPINESS
FAMILY TRADITION
FRESHNESS
CHILDHOOD
FRIENDS JOY
PLEASURE TOGETHERNESS
CHRISTMAS QUALITY
#languageshow @3ptranslation
©2017
WHAT IS BRANDING?
➤ BRANDING IS THE PROCESS THAT COMPANIES USE TO ATTACH THE DESIRED MEANINGS AND ATTRIBUTES TO A NAME OR SYMBOL THROUGH MARKETING PROGRAMMES AND OTHER ACTIVITIES
(KELLER, 2013)
➤ A BRAND, WHEN CAREFULLY MANAGED TO STIMULATE POSITIVE REACTIONS IN THE CONSUMER, CAN BRING VALUE TO THE COMPANY
(KELLER, 2013)
#languageshow @3ptranslation
©2017
WHAT IS PERSONAL BRANDING?
➤ THE ENSEMBLE OF THE PROCESSES OF MARKETIZATION OF THE SELF FOR THE EMPOWERMENT AND PROFESSIONAL SUCCESS OF THE INDIVIDUAL
(GANDINI, 2016)
➤ PERSONAL BRANDING ENTAILS CAPTURING AND PROMOTING AN INDIVIDUAL'S STRENGTHS AND UNIQUENESS TO A TARGET AUDIENCE; IT BEGINS BY DEFINING A BRAND IDENTITY AND THEN ACTIVELY COMMUNICATING IT TO THE MARKETPLACE
(LABRECQUE ET AL., 2011)
#languageshow @3ptranslation
©2017
WHAT IS PERSONAL BRANDING?
➤ THE GOAL IS TO DIFFERENTIATE ONESELF AND STAY AHEAD OF THE COMPETITION
(SHEPHERD, 2005)
➤THE ASSUMPTION IS THAT PEOPLE CAN BE COMPARED TO PRODUCTS COMPETING IN A MARKET, SO THEY CAN SHAPE THE PERCEPTIONS, THOUGHTS AND FEELINGS THAT OTHERS HAVE TOWARDS THEM THROUGH BRANDING ACTIVITIES
(VALLENILLA AND RIOS, 2014; BENCE, 2015)
#languageshow @3ptranslation
©2017
CONTEXT & PROBLEM➤ PERSONAL BRANDING IS ADVOCATED
AS A MAJOR SUCCESS FACTOR IN THE POPULAR FREELANCE LITERATURE, BUT NO EVIDENCE OF ITS IMPACT COULD BE FOUND
➤ MAINSTREAM MARKETING & BRANDING THEORY IS BASED ON LARGE COMPANIES AND PERSONAL BRANDING THEORY IS MAINLY BASED ON JOBSEEKERS
➤ IS THE POPULAR LITERATURE RIGHT? DOES PERSONAL BRANDING ACTUALLY HAVE AN IMPACT ON THE SUCCESS OF FREELANCERS? WHAT KIND OF IMPACT?
#languageshow @3ptranslation
©2017
THE AIMS➤ IDENTIFY THE TOOLS USED BY
FREELANCE WORKERS TO BUILD AND MAINTAIN THEIR PERSONAL BRAND, BOTH ONLINE AND OFFLINE
➤ MEASURE THE IMPACT THAT PERSONAL BRANDING HAS ON FREELANCE CAREER SUCCESS
#languageshow @3ptranslation
©2017
WHAT IS PERSONAL BRANDING TO FREELANCERS?➤ THE PERSONAL BRAND IS THE SET OF RELEVANT AND AUTHENTIC
PERSONALITY TRAITS THAT FREELANCERS CAN LEVERAGE TO SELL THEIR SERVICES
➤ AN ASSET THAT CONTRIBUTES TO THE SUCCESS OF THE FREELANCER BY ATTRACTING MORE CLIENTS WHO ATTACH POSITIVE MEANINGS AND VALUE TO THE BRAND AND THUS ‘BUY INTO’ THE BRAND
➤ PERSONAL BRANDING IS THE PROCESS OF FINDING THOSE PERSONALITY TRAITS AND COMMUNICATING THEM TO OTHERS CONSISTENTLY, IN A WAY THAT MAKES THEM ‘BUY INTO’ THE BRAND
➤ PERSONAL BRANDING STARTS WITH AN EXPLORATION OF THE SELF TO FIND THOSE PERSONALITY TRAITS AND SKILLS THAT ARE MOST RELEVANT TO THE TARGET AUDIENCE
#languageshow @3ptranslation
©2017
BUSINESS NAME LOGO
WEBSITE BLOG SEO
SOCIAL MEDIA ONLINE NETWORKING OFFLINE NETWORKING
REGULARITY CONSISTENCY
AGE EDUCATION
AREA
EXPERIENCE BUSINESS STRATEGY
HOURS WORKED
PERSONAL BRAND ELEMENTS, TOOLS &
MANAGEMENTSUCCESS?
FREELANCE SUCCESS MODEL#languageshow @3ptranslation
©2017
➤ 234 FREELANCERS, OF WHICH 86% TRANSLATORS & INTERPRETERS
➤ ALL BASED IN THE UK, 65% LIVING IN A PRIMARY URBAN AREA
➤ AGE: 18-55+
➤ EXPERIENCE: 0-21+ YEARS
➤ EDUCATION: 91% WITH AN UG OR PG DEGREE
➤ HOURS WORKED PER WEEK: 33% WORKS 20 HOURS OR LESS, 50% WORKS 20-40 HOURS, 17% WORKS FOR MORE THAN 40 HOURS A WEEK
➤ ANNUAL INCOME LEVELS EXTREMELY VARIED, FROM £350 TO £250,000 (TYPOS? LIARS?)
QUANTITATIVE QUESTIONNAIRE#languageshow @3ptranslation
©2017
➤ THE SAMPLE IS NOT REPRESENTATIVE OF THE WHOLE FREELANCE POPULATION
➤ HAVING ANOTHER JOB WAS NOT CONSIDERED
➤ NO WAY TO CHECK WHETHER RESPONDENTS WERE HONEST
➤ MANY OTHER FACTORS THAT PLAY A ROLE IN PERSONAL BRANDING WERE NOT CONSIDERED (TOO QUALITATIVE FOR A SURVEY)
➤ QUESTIONS COULD BE INTERPRETED DIFFERENTLY (I.E. LIKERT SCALES)
LIMITATIONS OF THE STUDY#languageshow @3ptranslation
©2017
FINDINGS➤ A BRAND NAME THAT DOES NOT
INCLUDE THE NAME OF THE FREELANCER IS A PREDICTOR OF HIGHER INCOME > FREELANCERS OFTEN SEEN AS AMATEURS / BRAND NAMES ARE MORE SUGGESTIVE
➤ HAVING A LOGO MAKES NO DIFFERENCE > THE ESSENCE OF A BRAND LIES ELSEWHERE
#languageshow @3ptranslation
©2017
FINDINGS➤ HAVING A WEBSITE AND/OR A
BLOG IS A PREDICTOR OF HIGHER INCOME: FREELANCERS CAN COMMUNICATE THE DESIRED BRAND ATTRIBUTES
➤ USING SEO CORRESPONDS TO LOWER INCOME: CONTENT THAT SOUNDS “FAKE”? TOO MUCH TIME SPENT ON OPTIMISATION RATHER THAN QUALITY?
➤ USING SOCIAL MEDIA FOR PROMOTIONAL ACTIVITIES IS BENEFICIAL, BUT NOT IF USED TO NETWORK > EASY TO WASTE TIME?
#languageshow @3ptranslation
©2017
FINDINGS➤ CONSISTENCY IN ONLINE AND
OFFLINE COMMUNICATIONS LEADS TO HIGHER INCOME > STRONGER IMAGE AND POSITIONING
➤ A HIGHER LEVEL OF OFFLINE NETWORKING CORRESPONDS TO A HIGHER INCOME > TRUST AND RELATIONSHIPS ARE BETTER BUILT IN PERSON
#languageshow @3ptranslation
©2017
SO WHAT?
#languageshow @3ptranslation
©2017
➤ WHAT SKILLS ARE RELEVANT TO YOUR CLIENTS?
➤ WHAT PERSONAL TRAITS ARE RELEVANT TO WHAT YOU DO?
➤ WHAT MAKES YOU DIFFERENT AND UNIQUE?
➤ HOW DO YOU WANT YOUR CLIENTS TO PERCEIVE YOU?
EXPLORE YOURSELF#languageshow @3ptranslation
©2017
UNDERSTAND YOUR VALUES#languageshow @3ptranslation
©2017
1. AUTHENTICITY 4. COURAGE 7. PURPOSE 10. ENTUSIASMSELF AWARENESS CONFRONTATION ASPIRATION ATTITUDE
SELF MASTERY TRANSFORMATION INTENTIONALITY ENERGY
SELF BELIEF ACTION SELFLESSNESS CURIOSITY
SELF TRUTH CONNECTION BALANCE HUMOUR
2. INTEGRITY 5. PERSEVERANCE 8. VISION 11. SERVICEHONESTY PREPARATION ATTENTION HELPFULNESS
RELIABILITY PERSPECTIVE IMAGINATION CHARITY
HUMILITY TOUGHNESS ARTICULATION COMPASSION
STEWARDSHIP LEARNING BELIEF RENEWAL
3. AWARENESS 6. FAITH 9. FOCUS 12. LEADERSHIPMINDFULNESS GRATITUDE CLARITY EXPECTATION
OBJECTIVITY FORGIVENESS CONCENTRATION EXAMPLE
EMPATHY LOVE SPEED ENCOURAGEMENT
REFLECTION SPIRITUALITY MOMENTUM CELEBRATION
©2006 Value Coach Inc.
“PEOPLE DON’T BUY WHAT YOU DO, THEY BUY WHY YOU DO IT.
–Simon Sinek
#languageshow @3ptranslation
©2017
FIND YOUR WHY
ted.com/talks/simon_sinek_how_great_leaders_inspire_action
HOW DOES YOUR BRANDTHINK?
TALK? LOOK? FEEL?
WHAT IS THE ESSENCE OF YOUR BRAND?
#languageshow @3ptranslation
©2017
WHAT TO COMMUNICATE?
YOUR PERSONAL BRAND PERSONALITY
FUNCTIONAL ATTRIBUTES
EMOTIONAL ATTRIBUTES
VALUES
BENEFITS
#languageshow @3ptranslation
©2017
WHAT TO COMMUNICATE?
YOUR PERSONAL BRAND WHO YOU ARE
WHAT YOU DO
WHY YOU DO IT
HOW YOU DO IT
WHAT’S IN IT FOR THE CLIENT
#languageshow @3ptranslation
©2017
ONLINE TOOLSWEBSITE/BLOG
➤ COMMUNICATE YOUR BRAND FEATURES AND VALUES
➤ USE A CONSISTENT TONE OF VOICE
➤ PRIORITISE QUALITY OF CONTENT OVER OPTIMISATION
#languageshow @3ptranslation
©2017
WEBSITE
HOW? ➤ CLIENT-ORIENTED ➤ USER FRIENDLY ➤ EASY TO FIND
GOOGLE’S WEBMASTER GUIDELINES
#languageshow @3ptranslation
©2017
BLOG
HOW? ➤ RELEVANT TO YOUR TARGET ➤ UPDATED REGULARLY ➤ SEO FRIENDLY ➤ EASY TO READ
YOAST
#languageshow @3ptranslation
©2017
ONLINE TOOLSSOCIAL MEDIA
➤ USE THEM STRATEGICALLY AND PLAN YOUR POSTS AHEAD
➤ NETWORK, BUT DON’T WASTE TIME
➤ MAKE SURE YOUR PERSONALITY AND YOUR BRAND COME ACROSS
#languageshow @3ptranslation
©2017
SOCIAL MEDIA
HOW? ➤ RELEVANCE ➤ CONSISTENCY ➤ PLANNING
HOOTSUITE BUFFER
#languageshow @3ptranslation
©2017
NETWORKINGJUST DO IT!
➤ TRUST IS BETTER BUILT IN PERSON THAN ONLINE
➤ GIVES YOU AN OPPORTUNITY TO SHOW YOUR PERSONALITY AND GIVE YOUR BRAND CREDIBILITY
➤ ALWAYS BRING BUSINESS CARDS WITH YOU!
#languageshow @3ptranslation
©2017
➤ CHOOSE AN ORIGINAL BRAND NAME
➤ BE ONLINE
➤ DON’T WASTE TOO MUCH TIME ON SOCIAL MEDIA OR OPTIMIZING YOUR CONTENT
➤ BE CONSISTENT
➤ NETWORK IN REAL LIFE
FINAL RECOMMENDATIONS#languageshow @3ptranslation
©2017
