BRAND YOU How to Build Your Personal Brand Online
John Purkiss CFA (UK) September 26, 2012
John Purkiss • Economics (Cambridge), MBA (INSEAD) • Worked in banking and management consultancy • Recruits CEOs, CFOs, chair(wo)men, etc • Investor in high-growth technology companies • Co-author of Brand You Copyright 2012 John Purkiss and David Royston-Lee
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You already have a brand
• “Your brand is what people say about you when you are not in the room.” – Jeff Bezos, Founder & CEO, Amazon
• The Aim: to attract people who want what you do, in the way that you do it Copyright 2012 John Purkiss and David Royston-Lee
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A) Which talents do you love to use? A talent is a natural ability to do something well • • • • • •
Write down at least seven high points in your life Which talent(s) were you using? What were you doing? How were you doing it? Who were you with? In what kind of situation? Copyright 2012 John Purkiss and David Royston-Lee
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B) What is your main archetype?
• Your archetype(s) will help you develop a strong brand identity
• You don’t become an archetype. You evoke it. (Latin: evocare = to call forth)
Copyright 2012 John Purkiss and David Royston-Lee
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Exercise: Your Archetype(s) • • • • • •
The Caregiver The Creator The Explorer The Hero The Innocent The Jester
• • • • • •
The Lover The Magician The Ordinary Guy/Girl The Ruler The Outlaw The Sage
Copyright 2012 John Purkiss and David Royston-Lee
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1. The Caregiver
Motivated by altruism. Helping others and protecting them from harm. Examples: Mother Teresa, Florence Nightingale, social workers, therapists, coaches Copyright 2012 John Purkiss and David Royston-Lee
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2. The Creator
Daydreams and flashes of inspiration which he/she translates into reality. Examples: Leonardo da Vinci, Mozart, Steve Jobs, Yayoi Kusama, writers, artists, composers, inventors and entrepreneurs. Copyright 2012 John Purkiss and David Royston-Lee
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3. The Explorer
Internal or external exploration. Naturally curious. Dissatisfied and restless. Examples: Christopher Columbus, Star Trek, Richard Branson, Ellen MacArthur, gap year, meditation, personal development Copyright 2012 John Purkiss and David Royston-Lee
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4. The Hero
Acts courageously to improve a situation. Stands up for what he/she believes in. Examples: Superman, James Bond, Aung San Suu Kyi, ambulance drivers, firefighters, executives saving a company. Copyright 2012 John Purkiss and David Royston-Lee
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5. The Innocent
Fostering purity and goodness. Happiness, perhaps even the experience of paradise. Examples: Forrest Gump, Bambi, Snow White, dieticians, people who help you stop smoking. Copyright 2012 John Purkiss and David Royston-Lee
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6. The Jester
Has a good time, enjoys the moment. Highlights serious issues through comedy, Examples: Borat, Michael Moore, personal assistants, executive coaches
Copyright 2012 John Purkiss and David Royston-Lee
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7. The Lover
Find and give love. Experience sensual pleasure. Stay close to the people, surroundings and activities you love. Examples: Coco Chanel, The Beatles, Russell Brand, E.L. James
Copyright 2012 John Purkiss and David Royston-Lee
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8. The Magician
Transforms. Seeks to understand the laws of the universe in order to make things happen. Hunches, synchronicity. Examples: plastic surgeons, headhunters, people who renovate buildings
Copyright 2012 John Purkiss and David Royston-Lee
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9. The Ordinary Guy/Girl
OK as they are. Want to fit in and connect with others. Don’t take themselves too seriously. Examples: direct sales people, Bruce Springsteen, Robbie Williams, Stelios. Copyright 2012 John Purkiss and David Royston-Lee
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10. The Ruler
Take control. Create order out of chaos. Have to organise things. Want to create a stable and prosperous organisation. Examples: Alexander the Great, Margaret Thatcher, Rupert Murdoch Copyright 2012 John Purkiss and David Royston-Lee
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11. The Outlaw
Maverick who rebels and breaks the rules. Break with convention and start something new. Examples: Madonna, Jack Nicholson, Niklas Zennström Copyright 2012 John Purkiss and David Royston-Lee
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12. The Sage
Helps people to understand their world. Examples: Stephen Hawking, Edward de Bono, Deepak Chopra.
Copyright 2012 John Purkiss and David Royston-Lee
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Exercise: Your Archetype(s) • • • • • •
The Caregiver The Creator The Explorer The Hero The Innocent The Jester
• • • • • •
The Lover The Magician The Ordinary Guy/Girl The Ruler The Outlaw The Sage
Copyright 2012 John Purkiss and David Royston-Lee
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C) How to build your brand online • Use LinkedIn to find and provide information • Build a network/start conversations on Twitter • Build relationships on Facebook (NB: Groups) • Use a blog to help people, test ideas, show people what you do and what fascinates you Copyright 2012 John Purkiss and David Royston-Lee
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A blog can build your brand and bring you opportunities Examples: Terry Smith: www.terrysmithblog.com Dambisa Moyo: www.dambisamoyo.com John Purkiss: www.brandyou.info Copyright 2012 John Purkiss and David Royston-Lee
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Brand You is the best-selling book on personal branding This second edition is nearly 40% longer than the first, with new material on social media, charisma and discovering your mission. Further information: www.brandyou.info £9.09 on: www.amazon.co.uk
Copyright 2012 John Purkiss and David Royston-Lee
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