THE PERSONAL BRANDING CANVAS Goal: why should I do Personal Branding?

POSITIONING(10)
(WHY ME SPECIFICALLY)

Among the following blocks, which is the most relevant,

credible, important aspect I can emphasize in order to
stand out and be considered by my Audience?
COMPETENCE(3) - Identity: what makes me really special in the eyes of
(WHAT I CAN DO) my Audience (e.g. the inspirational ideas I believe in
that influence everything I do)
What are the most relevant talents, skills and - Credibility: those elements that make me credible and
know-how I can claim and that are important to my Audience? differentiate me from others
- Abilities, talents (the things I do well naturally) - Profession: the distinctive aspects of what I do
- Technical skills (related to my Profession) (e.g. my approach)
- Other skills (emotional, organizational, social, etc.) - Competence: what I know or can do especially well
- Know-how, expertise, domain knowledge (related to my - Promise: the benefit I provide that makes me stand
Profession). out from the crowd
- Audience/Arena: the industry, people or specific
organizations I focus on.

PROMISE(7)
(SO WHAT?)

What do I promise to my Audience? AUDIENCE(1)

What are the benefits they would get (WHO NEEDS TO KNOW)
IDENTITY(4) from dealing with me?
What kind of expectations should they
(WHO I AM) Who are the most important
ARENA(6) PROFESSION(2) have about me?
- Functional: problems solved, reduced COMPETITORS(9) people or groups of people I need
What does make me a special person (WHAT I DO AND HOW) to influence to achieve my Goal?
risk, lowered costs Who influences them?
in the eyes of my Audience? In which category, market, - Emotional feeling more: safe, relaxed, What kind of people,
- Age, physical traits (if relevant), personality traits function, industry or context What is my job and how do I do it? services or products am I In what places or communities
free, competent, confident, energized, can I find them?
- Acquaintances, networks and special relationships do I (want to) compete? - Profession: job title, role, specific reassured compared to?
- Personal history/heritage, stories and anecdotes I like to tell responsibilities, duties, etc. - Managers, colleagues and/or
- Experiential: optimized or changed former colleagues
- Idiosyncrasies, dislikes, people or things I fight against, - Professional approach/style/method: experiences, increased convenience
personal crusades the specific way I do (would do) my job, - Customers, clients, partners
or usability, - Recruiters, Head-hunters
- Culture, interests, passions, causes I believe in/support e.g. specialized in, focused on, improved performance
- Beliefs, personal challenges, ambitions, values multidisciplinary, unconventional, - Teachers/professors, mentors,
- Cultural: ideas learnt, values personal contacts
Etc. tailored, innovative, etc. embodied) - Influencers (journalists,
- Social: feeling more recognized, loved, bloggers, opinion makers, etc.)
respected, connected to others, - Communities, centres of
accepted, admired, important, etc. influence, institutions, etc.
- Aspirational: the kind of Etc.
person/organization they could
become
- Self-expression: the kind of image
they will be able to communicate.

CREDIBILITY(5) COMMUNICATION(11)
(WHY I AM CREDIBLE) (HOW THEY KNOW ME)

Why am I credible in the eyes of my Audience? How do I become known by my Audience? How do I
- Professional experiences create a strong relationship with my Audience? How do
- Portfolio, professional results, rankings, prizes I underline my Positioning?
- Relevant media numbers, coverage and/or quotes - Personal Image, look
- Written opinions and/or endorsements by renowned people - Visual Identity (logo, graphics, etc.) & Verbal Identity
- Diplomas, certifications, internships, academic results (bio, CV, slogans, taglines, tone of voice, etc.)
- Roles in associations, voluntary work - Books, publications, content, storytelling initiatives
- Nationality, experiences abroad - Partnerships, sponsorships, advertising,
- Academic roles, publications (books, articles, etc.) - Press, media, public relations, networking
- Intellectual property - Events, contests, presentations, Public Speaking
- Initiatives and/or projects - Digital marketing, social networks
- Objects, assets, resources, facts - Newsletter, Webinars, Communities
Etc. Etc.

RESULTS(8)
INVESTMENTS (WHAT I GET)
(WHAT I NEED)
What results do I (want to) get through Personal Branding? What are my priorities in terms of being more:
In what activities, resources and/or partners do I (need to) invest in order to successfully Brand myself? 1. Known: my Audience remembers, recognizes and/or can find me (e.g. online). I am visible.
- Assets, personal time and physical resources (e.g. daily time dedicated to social media) 2. Understood: they understand what I can do (Competence & Profession).
- Marketing, communication (e.g. frequency of posts in a month) 3.Valued: they get how I could help (Promise). I fit in.
- Suppliers, consultants, partnerships (e.g. web designer, coach, etc.) 4.Considered: they perceive my differentiation (Positioning) and consider me as one of the possible options. I stand out.
- Training, education, courses (e.g. executive masters, public speaking classes, etc.) 5.Chosen: they resonate with the elements of my Identity and choose me over others.
- Intellectual property development 6.Confirmed: they remain loyal to me over time. I have fans.
Etc. 7. Demanded: they recommend me to others (e.g. referrals). I attract opportunities. I have promoters.

Instructions: write your strategic goal in the top right section. Using small sticky notes and a marker, answer to the questions of each block and Designed by @LuigiCentenaro, founder of BigName (https://BigName.pro) the people and team innovation specialists.
list all the main elements of your Personal Branding strategy. Preferably follow the order determined by the numbers near each block name. Part of the Career Innovation Toolkit - Download it for free at https://BigName.pro/personal-branding-canvas
Make notes in the INVESTMENTS block whenever you like or at the end of the process. It will be your strategic Personal Branding plan! © BigName srl - Registered Community Design No 003012186-0002 - License, terms of use and copyrights: https://BigName.Pro/license
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