Report: Developing Personal Brand and Employability Skills

This report examines the concept of personal branding, defining it as the perception individuals have of a brand based on their experiences and actions. It explores the structure of a personal brand statement, emphasizing its role in differentiating a brand and building customer trust. The report uses a new chocolate brand, "Chocomilk", as a case study, providing a personal branding statement: "Providing you with the finest chocolates to savour your taste buds." It identifies key factors for a strong brand, such as innovative storytelling, consistency, and online presence. The report includes a reflection on the development of a personal brand statement, detailing considerations like identifying desired traits, market research, and stakeholder feedback, culminating in a refined statement: "Get access to the finest chocolates that are made with the best ingredients to savour your taste buds." The report concludes by emphasizing the importance of personal branding for organizational growth, effective communication, and market differentiation, along with the importance of adaptability to market trends and the use of various marketing techniques.

Developing
Employability Skills
Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3

Structure of a personal brand statement.................................................................................3
Reflections on my Personal Brand.........................................................................................4
My Personal Brand.................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Personal brand can be defined as the perception or impression that individuals have about
a particular brand based on their individual experience, expertise and actions within the
marketplace. On the other hand, personal branding can be defined as the efforts made by an
organization to influence the perceptions of the people (AV and Aithal, 2018). This helps
organizations in differentiating themselves from competitors and enhancing their overall brand
image. Effective personal branding allows an organization to build trust within the potential
clients as well as customers. The aim of this report is to help develop an understanding of
personal brand. The report includes a description about the concept of personal brand and what
factors contribute to making it strong. Besides this, the different features of a brand along with
the importance of personal brand is also included in the report. Lastly, a reflection explaining the
description and evaluation of the personal brand is a part of the report.
MAIN BODY
Structure of a personal brand statement
A personal brand statement can be defined as a phrase that basically says something
about the company and its products that make it different from other brands (Yusof and
Jamaluddin, 2017). The statement is specific to the organization and is memorable as well as
solution-oriented. Personal branding is important for a brand because it helps in gaining the trust
of the customers as well as building long term connections with them. A brand can utilize
various opportunities with the help of effective personal branding. The personal brand for this
report is “Chocomilk”, a new chocolate brand. The personal branding statement for it is -
“Providing you with the finest chocolates to savour you taste buds.”
There are various factors that contribute to a strong personal brand and allow it to
differentiate itself from competitors. For instance, if a brand shares its story with the customers
in an innovative way, it is able to build a connection with them (Abd Samad and et. al., 2018). A
strong personal brand is consistent and clear with its actions. When a personal brand is
introduced in the market, networking plays a very important role. The more are connections, it
will be more likely that the brand is recognized by people. A personal brand should first
determine what it wants to be known for the market and thus, develop strategies accordingly.

Have a properly defined audience can make it easier for the brand to promote itself and satisfy
their needs.
Besides this, growing the overall online presence can also help the personal brand in
reaching out to a greater number of customers. This can include various social media platforms
such as Facebook, Twitter and Instagram (Blandy, 2019). A catchy personal branding statement
can also significantly act as a major factor that contributes to making the brand strong.
Storytelling and having an expertise in the market makes the brand stand out from others. The
various features of a personal brand statement includes a reason why the customers should
believe the brand, the type of industry that will be the most motivated by what the brand offers
etc. A personal brand statement defines the features of the products that are offered, their
functional as well as emotional benefits.
In order to develop a personal branding statement, there is a certain process including
different steps. Initially, a list of all the skills is made and what the brand will do differently, will
be documented. Once this is done, the next step in the process is to choose a target audience to
whom the products or services will be offered. The opinions of different people are taken into
account in order to understand what they talk about on a day to day basis. The personal branding
statement should be too complicated, otherwise it will be difficult for other people to understand.
Using words that are attractive can help in getting the attention of customers and thus, make
them interested in buying the products of the brand. Lastly, it should be made sure that the the
statement is concise as well as flexible.
Reflections on my Personal Brand
A personal brand is important because it is a combination of different skills as well as
experience and help the brand in standing out from the competitors. Besides this, it also leads an
organization to a new opportunities of growth and expansion (Ismail and et. al., 2019). Also,
there are various benefits of building a personal brand, for example, it helps in encouraging a
brand and represent the brand professionally. Not only this, a personal brand will boost my
reputation in the market and help in building new connections. Having a personal brand is
important because it helps in improving the overall visibility in the market, thus allowing to
reach out to a greater number of people. Lastly, it also helps in achieving the marketing as well
as sales growth.

While developing the personal brand statement, for my personal brand, there were
various factors that I took into account. But there were certain changes as well as considerations
that were made during the process (Jackson and Wilton, 2017). Initially, I identified specific
traits that I wanted to associate with my brand. For example, the brand is a chocolate brand, so I
wanted it to be seen as trustworthy, youthful and innovative. This is important because a brand is
how people describe it. Next, I determined the brand reality of Chocomilk. For this, a market
research was undertaken on the brand in order to understand how others perceive the brand.
Besides this, a 3601 degree feedback was also conducted within the workplace to identify how
well people working in the workplace understand the brand. The key stakeholders of the brand
were also identified in this stage.
The vision of the brand for the next five years was also considered during the
development of personal brand statement. Along with this, the different values of the brand were
also taken into account along with any change in the same. There were certain gaps that were
identified and thus, the same was addressed in an effective manner. When the target audience
was being identified, it was made sure that their preferences were taken into account. A strong
personal brand statement shows the areas that the brand is strong in and how it will satisfy the
needs of the customers (Nghia, Giang and Quyen, 2019). A personal brand statement is required
because it helps in making the brand stand out from the competitors and thus, gain a competitive
advantage. I made sure that all that was included in the statement for my personal brand was
authentic as well as memorable at the same time.
The personal branding statement for the respective personal brand was developed by
taking into account various changes in the needs as well as preferences of the customers. Besides
this, the feedback received was also considered. This helped in ensuring that the statement that
was developed was catchy and easy to memorize to gain attention of the potential customers. The
feedback which was received was that the customers were on the look out for a new chocolate in
the market that was innovative and also healthy at the same time. The personal branding
statement that was developed was tested against friends and other customers. It was observed
that the statement was promising and helped in attracting new potential customers. The tests that
were conducted showed that the customers were convinced with the branding statement and also,
were interested in trying out the products for once.

My Personal Brand
After taking into account various changes as well as considerations, the new personal
brand statement that was developed is - “Get access to the finest chocolates that are made with
the best ingredients to savour your taste buds.” the new personal brand statement that is
developed is more specific and refined with the correct usage of words in order to make it
attractive for the customers. As a result, there will not only be growth in the overall brand image,
but the awareness will also increase. The online presence will increase and there will be an
opportunity to enhance the existing network (Siraye and et. al., 2018). Besides this, the new
personal branding statement is more efficient in terms of generating sales as well as attracting
new customers for the brand. Therefore, these are some of the changes that are made to
transform the previous branding statement.
CONCLUSION
From the above report, it can be concluded that personal branding is an important
component for organizations because it describes what the brand has to offer. Not only this, it
also helps the brand in effectively communicating with the brand. As a result the brand is able to
stand out from other brands in the market and gain attention of potential customers. Similarly, a
personal branding statement is another important component for the brand because the customers
get to know about the products and service offerings. Therefore, if a personal branding statement
is attractive and catchy, more customers will be attracted to it.
Therefore, for the brand to grow further, it is important to keep updating with the latest
trends of the market. This will help the brand to be in sync with the latest updates in the market.
Various marketing techniques as well as channels can be used in order to reach out to a greater
number of customers and encourage them to make a purchase. Public relations, branding,
advertising as well as developing long term networks is important and can significantly
contribute to the overall success of the brand in the market. As a result, the sales of the brand
along with its goodwill will increase against competitors.

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