Deakin University MMK280 Brand Management: Personal Brand Report

This report, prepared for MMK280 Brand Management at Deakin University, focuses on developing a personal brand for enhanced employability. The student begins by defining personal values, qualities, and skills, followed by an analysis of personal branding using the Customer-Based Brand Equity (CB...Read More

Running Head: MMK280
Employability-Building Personal Brand
Student Name:
Student ID:
Subject:

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Brand Management
Table of Contents
Week 1 and 2: Personal Brand Development.....................................................................................2
Personal Values, qualities, and skills.............................................................................................2
Week 3 and 4: Pathway to the Pinnacle of Personal Brand Resonance..................................................3
Personal Branding and the Customer-Based Brand Equity Pyramid (Resonance Model).....................3
Week 5: Employment Advertisement Analysis..................................................................................6
Identifying the Gap between Current Core Values, Qualities, and Skills, and Desired Employment
Attributes in the Market Place......................................................................................................6
Week 6 and 7: Closing the Gap........................................................................................................7
Personal Brand and Employability Strategy Development...............................................................7
Appendix 1: Job Advertisements Links or Advertisements................................................................10

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Week 1 and 2: Personal Brand Development
Personal branding is considered to be a process that develops a mark based on the name
or career. The marks are used to communicate and present the values, personality, and skills.
Personal Values, qualities, and skills
To experience and seek out joys and pleasures it is important to find values, fulfillment,
and happiness in life to lead a happy life. My core values provide me with a framework for
achieving, pursuing and identifying my needs that will be most satisfying and long-lasting. I aim
to become an IT professional where I would like to work with network, software and hardware
engineering. The IT industry is considered to be a technical field where the employees contribute
to the success of the company. I always strive hard to build personal development to achieve my
goals. My brand is that I am super energetic while executing my work. Personal values, qualities,
and skills are something that tells about the behaviors and characteristics of an individual. While
executing any work I possess certain values, qualities, and skills such as I am action oriented,
honest, realistic, impartial, helpful, organized, critical thinker and thoughtful. All these qualities
and skills make an individual gain success in their professional career. I also believed that I am
energetic and cheerful while doing my work.
Ran
k
Word Rationale - Evidence of this skills
1 Action-oriented I believe that I am action oriented as I always
adopt practical action to deal with a certain situation or
problem. It helps an individual to develop SMART
goals to be a successful person in life.
2 Cheerful While executing a work I always cheerful
because it helps me to stay away from stress and
execute my work efficiently and effectively. It is
helpful in doing the work with pleasure and joy.
3 Energetic Energetic refers to a person who possesses
tremendous energy. Being energetic helps an

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individual to boost his mood and increase his energy.
4 Realistic Setting SMART goals helps an individual to
become realistic. It is significant for an individual to
be realistic to have a practical and sensible idea about
the objectives to be achieved in life.
5 Helpful While working in an organization, it is
significant for a person to be helpful. Being helpful
makes an individual supportive, kind, caring and
thoughtful.
Table 1: Top 5 Personal Values, Qualities and Skills
Personal Statement
I always help people to create new opportunities in their careers and businesses by making
them cheerful and energetic. It makes me feel happy and thoughtful.
Table 2: Personal Brand Statement
Week 3 and 4: Pathway to the Pinnacle of Personal Brand Resonance
It reflects upon the needs to be perceived by peers, employees, and others for long-term
success in professional and personal life. The pathway towards building a strong brand is entirely
based on personal brand resonance.
Personal Branding and the Customer-Based Brand Equity Pyramid (Resonance Model)
Personal brand resonance is entirely based on brand equity pyramid which is also known
as Resonance model. The resonance model consists of the following factors such as resonance,
judgments, feelings, performance, imagery, and salience. It is observed that to build a strong
brand; it is important to have a good relationship with the employees in the workplace
environment. Building a strong relationship with the peers within the workplace results in
building positive opinions, perceptions, beliefs, and thoughts. According to me, my co-workers
feel that I am efficient, I have a good sense of humor, trustworthy and understanding. All these

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qualities and skills develop a personal brand of an individual. Based on the following perspective
I feel that I possess strong resonance. My judgments related to any decision are positive. Also, I
have a feeling of satisfaction towards a needy. My performance in achieving the target is result-
oriented, where I possess supportive imagery and I am always dedicated to my work. All these
perspectives help me to develop my personal brand. The following skills help an individual to
not only develop his or her personal brand but also helps to set a goal and achieve it.
Figure 1: Personal Brand CBBE Framework

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Brand Identity (Salience)
Brand identity helps an individual to develop brand salience and to be dedicated to
working. It helps a person to be prominent and noticeable within an organization.
Brand Meaning (Performance)
It is considered to be a significant part of personal brand development, by which the
individual's performance is measured considering the skills and the qualities acquired. Therefore,
the performance of an individual must focus on achieving the results that make the person result-
oriented.
Imagery
It demonstrates the personality of an individual based on his values, skills, and qualities.
In other words, it represents the image of a person to develop a personal brand. Thus, an
individual must possess a supportive image in front of other co-workers.
Brand Response (Judgement)
While giving a response to develop a personal brand, it becomes important for an
individual to give positive and appropriate judgments based on the situation.
Feelings
While executing any work, it is vital for an individual to have positive feelings that
enhance an individual to execute excellent work. A person must be satisfied while working in an
organization.
Brand Resonance
Brand resonance reveals the feeling of effectiveness and power that helps a person to
attain their goals. Thus, an individual must have a strong resonance to develop a personal brand.

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Week 5: Employment Advertisement Analysis
Identifying the Gap between Current Core Values, Qualities, and Skills, and Desired
Employment Attributes in the Market Place
It will provide with five job advertisements that will discuss different competency skills
along with strengths and weaknesses.
Core Skill
Competency
Specific
requirements
Example from
Job Advertisements
Reflection
Communication Written
communication
Voyages
Indigenous Tourism
Australia-Retail
Assistant: An ability to
prepare written
documents.
I have
improved my written
skills, but I recognize
that I must work
systematically.
Motivation Motivational
skills
Big W- Store
Team Member: An
ability to motivate the
employees.
I have gathered
knowledge that I have
improved my
motivational skills, but
there is a need to
motivate the
employees to perform
better.
Reliability Problem-
solving
Kelly Services-
Store person: An
ability to solve the
problems arise within
the organization.
I must learn
how to solve the
problems. Hence, this
is my weakness.
Teamwork Working Marley Spoon-
Production Team Lead:
I have gained
knowledge of how to

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together An ability to work in a
team.
work in a team to
achieve the
organizational goals.
Adaptability Accepting the
situations
Trojan
recruitment group-
Process worker: An
ability to adapt the
changes that takes
place within the
organization.
I must learn to
adjust to the changing
situations in an
organization.
Table 3: Desired Attributes in Graduate Employability
Based on the job advertisement mentioned above there possess some of the strengths and
weaknesses based on the requirements for the job.
Strengths Weaknesses
 I have improved my
written skills
 I must work in a
systematic manner
 I have improved my
motivational skill
 I must learn how to
solve the problems
 I have learned how to
work in a team
 I must learn the
techniques of how to adjust to the
changing situation
 I have improved my
communication skill
 I must improve my
reliability skill
Table 4: Strengths and Weaknesses
The following strengths and weaknesses will eventually help me to develop my personal
brand and employability skills. This would enhance me to improve my weaknesses to achieve
the goals.

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Week 6 and 7: Closing the Gap
Personal Brand and Employability Strategy Development
The aim is to recognize the gaps between the present and the future based on the values,
qualities, and skills. The development strategy will help in sustaining and improving the skills
that are required while working in an organization. It will also help in sustaining and building
strengths and eliminate the weaknesses to develop the skill set of employability and personal
brand.
Core values, qualities, and
skills I want to sustain
What specific steps or strategies will I
undertake to achieve this goal(s)?
Self-reliance 1. Accept and recognize the feelings
2. Stop comparing with others
Practical 1.Learn more about practical skills
2.Discover new ways to socialize
Table 6: Values, qualities, and skills - Sustain
Core values, qualities, and skills I
want to change/ improve
What specific steps or strategies will
I undertake to achieve this goal(s)?
Thoughtful 1.Learn to handle difficult situations
2. Remember significant factors to
achieve goals
Realistic 1. Be accountable
2. Be consistent and set realistic goals.
Table 7: Values, qualities, and skills – Improve

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Reflection on developing a personal brand and employability skills
To develop a personal brand and employability skill I acknowledged the fact that it
becomes important for me to define who I am and determine my perceived values. During my
journey to develop personal brand I understood that it is significant to set career goals that
reflect upon my personal brand and employability skills. Sustaining and improving values,
qualities, and skills helps an individual to enhance my development and career in the future.
During the assessment, I have gathered knowledge regarding my strengths and weaknesses and
techniques of how to improve them for future development. I have understood the fact that
different values, skills, and qualities are helpful in building our knowledge and skills. This
skills would rather help me in executing my job effectively and present myself in front of
others in a better way.

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Appendix 1: Job Advertisements Links or Advertisements
https://au.indeed.com/cmp/Voyages-Indigenous-Tourism-Australia-1?
from=SERP&fromjk=617814ec6cba71be&jcid=7c09f48c5d844ee3&attributionid=serp-linkcompanyname
https://au.indeed.com/cmp/Big-W?
from=SERP&fromjk=14b5dfc7d8402c45&jcid=01746453f223cec8&attributionid=serp-linkcompanyname
https://au.indeed.com/cmp/Kelly-Services?
from=SERP&fromjk=454a3ee3354443b5&jcid=26a0583287ba1940&attributionid=serp-
linkcompanyname
https://au.indeed.com/cmp/Marley-Spoon?
from=SERP&fromjk=c915bfc4512c2561&jcid=0f682d48d88b59d3&attributionid=serp-linkcompanyname
https://au.indeed.com/cmp/Trojan-Recruitment-Group?
from=SERP&fromjk=cbdafb5c467fc9cf&jcid=45ff18d68a81156e&attributionid=serp-linkcompanyname