Personal brand. A new tool for strengthening competitiveness

When deciding which product or service to buy, today's customers have become more selective. In every industry and profession, the "human" or personality factor plays an increasingly important role, as the customer has the desire to build a relationship with the brand, which is why brands are becoming "more human".

One way to build a more human brand is to use the personal brands of employees and managers. They will ensure that the potential customer remembers and trusts us or our company's employees as experts and professionals in their field. Today, a personal brand is capital. Its cultivation has become a necessity. The clearer, more interesting, and more versatile the personal brand is, the greater the professional and social value.

In this course, you will learn how a personal brand is formed, and how to cultivate and maintain it. A personal brand should not be an end in itself, but rather an assistant to highlight your idea, knowledge, values, and mission.

Benefits

• understanding what a personal brand is and what benefits it provides both to the professional and the organization in which they work;

• the ability to use personal capital to strengthen their competitiveness in the market;

• familiar techniques for discovering their uniqueness in the market;

• skills in creating their own brand positioning and story;

• understanding of various personal branding tools;

• understanding of how to more successfully use social media to strengthen their brand;

• tips for creating the image of an expert, opinion maker, or professional in the market.

Working method

Lecture, answers to questions, examples and practice observations, practical work individually or in groups.

Target audience

Company employees and experts in their field who care about their own and/or company's reputation and who want to attract customers and increase their and the company's competitiveness by strengthening their positive image.

Program

In the first part of the course, we will get acquainted with the basics of personal branding and how to build your brand to strengthen your image and competitiveness.

In the second part of the course, we will get acquainted with various tools and channels that are used in the process of strengthening your brand, and addressing your target audiences.

Session 1. Personal brand story. Who am I? (3 hours)

• Personal branding - its meaning and role in the modern labor and service market

• Personal branding and corporate branding: competitors or tandem?

• The growth of the role of the Human-to-Human marketing communication direction

• Personal brand positioning

• Personal brand story, its creation and practical application

• Practical work: creating a personal brand story (individually or in groups)

• Feedback

Session 2. Personal Branding Tools (3 hours)

• Face-to-face and offline personal branding tools

• Reputation and its evaluation

• Arsenal of personal branding tools that a company can offer

• Personal branding tools that I can create myself

• Personal branding and social media

• Practical work: developing a plan to reach target audiences

• Feedback