• Jeff Bezos, the founder of Amazon defined a brand as – ‘what people say about you when you are not in the room’. Given that someone always has something to say about us when we are not in the room – we all have a personal brand.
• Your personal brand is what the people you know, people you do business with, people you work with and people you meet think and say about you. Further, what they say about you when you are not in the room, might be very different to what they say when you are.
• The difference between many high profile, highly successful people like Jeff Bezos, Bill Gates and Richard Branson – and the rest of us is that they define and manage their brand.
• There is no doubt that what people say about you, what they think about you and the impressions they gain from you impact directly on your success in every aspect of your life – and this is important to anyone who wants to realise their potential and maximise their success.
• This is why most high-profile people invest so much in defining and managing their brand.
• Personal branding is especially important for people starting out in business, raising capital or starting a new career. It is your personal brand that people will buy and invest in.
• Personal branding is of course equally relevant in your personal life and effective personal branding will help you to associate with and even hook up with the right people.
• This planning tool is designed to help you define and manage your personal brand – with a view to establishing the personal brand that will help you realise your potential.
• This Personal Branding Tool looks at the three stages in establishing a brand
  • Define
  • Live
  • Communicate
• It addressed the five elements of a 21st century personal brand:
  • Mission
  • Values
  • Capabilities
  • Personality
  • Positioning
• The three critical issues to be addressed are:
  • ‘Actual brand’ – what others are saying about you now
  • ‘Optimal brand’ – what you need others to sat about you
  • ‘Gap elimination’ – eliminating the gap between actual and optimal’
• The outcome of this process will be a well-defined personal brand and an action plan that will drive the development of that personal brand.
• If more information on Personal banding – email – [email protected]

• Answer the questions in this document beginning with question 1, on the next page
• Try and base your answers on evidence rather than opinion or intuition
• As you answer these questions, reflect on previous answers – and refine or update previous answers as appropriate
• When you have answered all of the questions, press PRINT and your completed strategy will print out in either A4 or A3, as you require
• Even after you have printed the report, you can make amendments to the strategy, on the platform and simply print again. You are free to do this as often as you like.

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