Crafting your Professional BRAND

Equity Chantal Kading

People Shop

Young Professionals Conference 20 August 2018 Bytes Conference Centre

Crafting your Professional

BRAND Equity

Chantal Kading

People Shop

B usiness today is not about W hat you know ,

it is about W ho you know … A nd m ore im portantly it’s about

W ho know s Y O U ?

Personal Brand Equity • Combined sum of your character, your ability and

your charisma.

• Makes you Unique, your Calling Card,

Reputation. First and Last(ing) impression.

• Delivering your brand clearly and consistently will

create a memorable experience.

If YOU were a Brand

would you make different life and

career decisions?

Business Yesterday, Today, Tomorrow

• Volatility, Uncertainty, Complexity, and Ambiguity

• Zulu language, the word vuka means “to Wake UP”

• Today is the Transition

Vision, Understanding, Clarity, and Adaptability

Emergence of a Strategic Leader Traits Yesterday Tomorrow

Performance Stance Tactics and Execution Cost and Cost minimization

Strategy Outcome- driven and Revenue maximization

Complexity Eliminate or simply complexity Accept Complexity as fact of life that must be mastered

Uncertainty Desire stability; manage change Accept uncertainty and adapt

Decision-making style Deliberate, right decisions Fast decision making (make decision quick, fail fast, learn quick, and move on)

Dealing with the customer

Inside-out, take what we offer Outside-in, customised and responsive

Overall stance Toolsmiths- master of tools Problem masters-define the problem. Innovate, integrate systems cross-boundaries and sustainable

Supply - What do you have to

sell? • Your differentiator, Uniqueness, deemed

commercial valuable.

• Secret - Standing out, Impress with the unique and authentic

you, in person, on paper, and online.

• Value Proposition Equation:

Track record x Capability x Character x Potential x Reliability

Cost x Risk (Business)

Authentic Value Proposition (AVP)

• Strengths – Showcase and soar with your strengths

• Weaknesses – Mitigate weakness, develop a new skill

• Values – Align with your values

• Passions – Pursue your passions

• Fulfil your Purpose.

How to build Personal Brand

1 Change your image – Align to your core values, mission, strengths and purpose

– Great head shot, put work into your look and your work

– Become the best - expert/professional, remain student of industry

2 Communicating with People – Communicate with people openly and constantly

– Network, find mover and shaker allies or mentors

3 Promote yourself – Profile social media, keep your brand safe

– Endorsement Mind-set

4 Succeeding Long term – Create your content, be a content producer not consumer

Create change, innovation, contribute to your field (Thought Leader)

– Keep your word deliver on your promises, make quality a non-negotiable – prove your worth!

Portfolio of Evidence

Track record

Responsibilities vs Outcomes

Where have you saved cost

Increased efficiency

Increased EBIT?

Lead thought, innovation, delivery or people?

Qualifications means nothing if you have it and

everything if you don’t have it – Chantal Kading

Valuable Competencies • Key Competencies

1 Managing Vision and Purpose

2 Strategic Agility

3 Innovation Management

4 Creativity

5 Building Effective Teams

6 Motivating Others

7 Planning

8 Dealing with Ambiguity

• Master Competency – Emotional Intelligence

– Problem Solving and Analytical Skills

– Adaptability, Resilience, Influence and People Smarts

Direct & Online Marketing

• Internal - References, Mentors, Sponsors

• Social Media (private settings)

–Personal - Facebook

–Professional - LinkedIn

• Network and Professional Body

Martin Mvulane

Martin & Chantal

Your Purpose is your Big Picture, Internal vision of what

you would like to achieve. When you combine clear Values,

engage your Passions and take ‘on purpose’ Action, you

can follow your Personal Road Map to the Destinations

You Choose.

Chantal Kading Managing Director chantal@peopleshop.co.za 072 020 3597