Personal Brand. Dr. Georgiana Toma. Business Development Manager Centre for English Teaching. The University of Sydney Page 1

Transcription

1 Personal Brand Dr. Georgiana Toma Business Development Manager Centre for English Teaching The University of Sydney Page 1

2 Georgi Toma PhD: I exploit my children for millions and millions of dollars on my mommyblog ; How Heather B. Armstrong s Personal Blog Became A Successful Business presents strategies to construct a personal brand in the context of co-created online forums, with an emphasis on attaining authenticity, followership and audience loyalty. The relationship between a personal brand and leadership and management roles The University of Sydney Page 2

3 Aims Gain an understanding of what a personal brand is Become familiar with the Brand Personality Dimensions Discuss concepts related to attachment theory, authenticity and consistency in the context of personal branding Look at how to embed personal branding practices in our daily work routines The University of Sydney Page 3

4 Personal Brand 1. Tasks 2. What is a personal brand? 3. The Brand Personality Dimensions 4. Attachment 5. Authenticity and Consistency 6. The Practice of Personal Branding The University of Sydney Page 4

5 Task Think of a colleague (past or present) you would go the extra mile for Note: this is a colleague, and not your manager Answer the question below. Type your answer in the chat box. What is it about them that makes you go the extra mile for them? For example. There are days when I am so busy/stressed with urgent deadlines or meetings I have to prepare for, that I postpone answering new s. When this person s however, if she requires help, I would make time for her. The University of Sydney Page 5

6 Task Think of public figure that inspired you to do something Answer the question below. Type your answer in the chat box. What was it about them/their message that led you to action? For example. Susan Cain and her talks and book Quiet. The Power of Introverts in a World that Won t Stop Talking inspired me to schedule moments of solitude in my work days to help maintain an inner balance. The University of Sydney Page 6

7 Task Think of a manager (past or present) that inspired you to work harder than you had to Answer the question below. Type your answer in the chat box. What was it about this person that made you want to work harder? For example. When I was working for a language centre in Romania, my manager and I worked on a grant proposal for European Union funds. We worked on it for about a month, but the last week before submission we would be in the office together until midnight or even 2am one night. This was on top of my full time teaching load. I could have chosen not to work those long hours. I also knew she couldn t afford to pay me the extra time a lot, so I never asked for more. The University of Sydney Page 7

8 What is a personal brand? Becoming a brand is about differentiating yourself from others in your category through your unique value proposition Anyone can have a website. And today, because anyone can... anyone does! So how do you know which sites are worth visiting, which sites to bookmark, which sites are worth going to more than once? The answer: branding. The sites you go back to are the sites you trust. They're the sites where the brand name tells you that the visit will be worth your time again and again. The brand is a promise of the value you'll receive. Peters, T. (1997, August 31). The Brand Called You. Fast Company. Retrieved from Your personal brand is the synthesis of all the expectations, images, and perceptions it creates in the minds of others when they see or hear your name. Rampersad, H. K. (2008). A new blueprint for powerful and authentic personal branding. Performance Improvement, 47(6), The University of Sydney Page 8

9 What is a personal brand? Personal branding is often a rhetorical way in which one attempts to control the way the public perceives you. Machaz, H.-A., & Shokoofh, K. (2016). Personal Branding: An Essential Choice? Journal of Multidisciplinary Research; Miami, 8(2), Becoming the author of your story Perceived personality Attachment Authenticity and consistency The University of Sydney Page 9

10 The Brand Personality Dimensions Developed 1997 (with subsequent re-iterations) by Jennifer Aaker outlines the character traits likely to engender attachment to a human brand: sophistication competence sincerity excitement ruggedness Aaker, Jennifer L., Verónica Benet-Martínez, and Jordi Garolera Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs. Journal of Personality and Social Psychology 81 (3): Aaker, Jennifer L Dimensions of Brand Personality. Journal of Marketing Research 34 (3) The University of Sydney Page 10

11 The Brand Personality Dimensions Sophistication Charm Physical attractiveness Positive personality traits such as friendliness and general likeability Cunningham, Michael R., Anita P. Barbee, and Carolyn L. Pike What Do Women Want? Facialmetric Assessment of Multiple Motives in the Perception of Male Facial Physical Attractiveness. Journal of Personality and Social Psychology 59 (1): Aaker, Jennifer L Dimensions of Brand Personality. Journal of Marketing Research 34 (3) The University of Sydney Page 11

12 The Brand Personality Dimensions Competence Intelligence Reliability Success Maehle, Natalia, and Rotem Shneor On Congruence between Brand and Human Personalities. Journal of Product & Brand Management 19 (1): Aaker, Jennifer L Dimensions of Brand Personality. Journal of Marketing Research 34 (3) The University of Sydney Page 12

13 The Brand Personality Dimensions Sincerity Honesty Down-to-earth demeanour Barger, P. B., and A. A. Grandey Service with a Smile and Encounter Satisfaction: Emotional Contagion and Appraisal Mechanisms. Academy of Management Journal 49 (6): Aaker, Jennifer L Dimensions of Brand Personality. Journal of Marketing Research 34 (3) The University of Sydney Page 13

14 The Brand Personality Dimensions Excitement Intense energy Intense activity Entertainment/fascination Lunardo, Renaud, Olivier Gergaud, and Florine Livat Celebrities as Human Brands: An Investigation of the Effects of Personality and Time on Celebrities Appeal. Journal of Marketing Management 31 (5-6): Aaker, Jennifer L Dimensions of Brand Personality. Journal of Marketing Research 34 (3) The University of Sydney Page 14

15 The Brand Personality Dimensions Ruggedness Strength Resilience Maehle, Natalia, and Rotem Shneor On Congruence between Brand and Human Personalities. Journal of Product & Brand Management 19 (1): Aaker, Jennifer L Dimensions of Brand Personality. Journal of Marketing Research 34 (3) Rudeness Insensitive verbal or non-verbal behaviour Lack of empathy Porath, Christine L., and Amir Erez Does Rudeness Really Matter? The Effects of Rudeness on Task Performance and Helpfulness. Academy of Management Journal 50 (5): Porath, Christine L., Debbie MacInnis, and Valerie Folkes Witnessing Incivility among Employees: Effects on Consumer Anger and Negative Inferences about Companies. Journal of Consumer Research 37 (2): The University of Sydney Page 15

16 Attachment the experience of long-term psychological connectedness to another individual Bowlby, John Attachment and Loss. Vol. 1. New York: Basic Books the intensity of an individual s emotional bond with a human brand Thomson, Matthew Human Brands: Investigating Antecedents to Consumers Strong Attachments to Celebrities. Journal of Marketing 70 (3): Thomson, Matthew, Deborah J. MacInnis, and C. Whan Park The Ties That Bind: Measuring the Strength of Consumers Emotional Attachments to Brands. Journal of Consumer Psychology 15 (1): Trust The University of Sydney Page 16

17 Attachment Matthew Thompson: Autonomy-Relatedness-Competence (ARC) Model Thomson, Matthew Human Brands: Investigating Antecedents to Consumers Strong Attachments to Celebrities. Journal of Marketing 70 (3): Thomson, Matthew, Deborah J. MacInnis, and C. Whan Park The Ties That Bind: Measuring the Strength of Consumers Emotional Attachments to Brands. Journal of Consumer Psychology 15 (1): The University of Sydney Page 17

18 Authenticity and consistency Brand authenticity: rationally constructed characteristic supporting an individual s subjective perception. Napoli, Julie, Sonia J. Dickinson, Michael B. Beverland, and Francis Farrelly Measuring Consumer-Based Brand Authenticity. Journal of Business Research 67 (6): Research into antecedents of brand authenticity identifies features such as quality commitment, softening commercial motives and stylistic consistency as conducive to the perception of a brand as authentic Beverland, Michael B Building Brand Authenticity. In The Definitive Book of Branding, edited by Kartikeya Kompella, Los Angeles: SAGE Beverland, Michael B., and Francis J. Farrelly The Quest for Authenticity in Consumption: Consumers Purposive Choice of Authentic Cues to Shape Experienced Outcomes. Journal of Consumer Research 36 (5): The University of Sydney Page 18

19 Authenticity and consistency Quality commitment = high quality work/work ethic Consistency: Words congruent with actions and vice-versa Personality traits and behaviours stable over time and consistent in different contexts Consistency = perceived authenticity Leadership and management roles: Being mindful of the personality traits and behaviour you exhibit in the workplace, especially when working under pressure or when feeling insecure Choosing the leader you want to be deliberately Acting with integrity and consistency Being honest and compassionate about the precarious nature of any human endeavour The University of Sydney Page 19

20 The Practice of Personal Branding Touchpoints Douglas Conant and Norgaard Mette Latent leadership moments Conant, D., & Norgaard, M. (2011). Touchpoints: Creating powerful leadership connections in the smallest of moments (Vol. 169). John Wiley & Sons. The University of Sydney Page 20

21 Recap 1. Personal branding defined 2. The Brand Personality Dimensions 3. Attachment 4. Authenticity and Consistency 5. The Practice of Personal Branding The University of Sydney Page 21

22 Reflection 1. Which of the personality features mentioned do you exhibit on a regular basis? 2. Which of the personality features does not come naturally to you? 3. Do you offer your team opportunities to experience autonomy, relatedness and competence? When, how and how often? Is that enough? 4. What changes in your facial expression, tone of voice, body language when you are interrupted in the middle of an important task? 5. How do you react when a team member interrupts you to convey information you deem unnecessary or irrelevant? 6. Which of the concepts mentioned in this webinar resonate with your core values? 7. Why did you really tune in to this webinar? What were you hoping to get out of it? 8. Is there anything you d like to change about your leader persona? Why? The University of Sydney Page 22