I am my biggest project - Personal Marketing
New Horizons For Executives and Leaders For What’s Next - Chapter 2

I Am My Biggest Project: Personal Branding

In the 2nd Chapter, our Managing Partner of Amrop Portugal Maria da Gloria Ribeio translates some core principles of strategic marketing into self-marketing – presenting ourselves to the right audience, in a unique and compelling way.


Personal Marketing

Today, it’s all about sustainable, win-win relationships. Business leaders and investors alike increasingly understand that a win-lose mentality may create such reputational damage that the apparent victor ends up in a losing position. Like a boomerang that returns and hits its thrower on the nose.

From consumer goods, to ideas and social programs, today’s marketing techniques are applied to political systems, many aspects of social life, and the subject of this piece – our careers.

However, when it comes to personal marketing in practice, theories fall by the wayside. Too many executives I encounter, people with a fine grasp of business, not only fail to take an outside-in view of themselves, but miss the inside-out perspective too: their own vision, needs, and abilities.

Personal marketing is about creating a sustainable image of ourselves, one that truthfully and consistently represents us, and addresses an audience to whom our specific profile matters.

Building your brand prism

When we think about Apple, Disney, L’Oréal, or our own organizations, what are the first images that spring to mind? Companies who are fighting to grab the attention of stakeholders and secure their loyalty rely on a clearly-defined and compelling departure point.

Developed in the 1990’s by Jean-Noël Kapferer, the brand prism is a model to structure this departure point. It can be an invaluable approach to your personal marketing strategy. The brand prism has six dimensions – adapted here to a personal brand prism.

  1. Physique: your tangible, visible features
  2. Personality: your main traits
  3. Relationship: how you treat your organization/clients
  4. Reflection: the main characteristics of your ideal organization/client group
  5. Culture: your values, what you stand for
  6. Self-image: how your ideal organization/client views itself
Brand Prism Amrop Jenewein
Example of a brand prism inspired by a real ‘stand-out’ executive.

Target market

If we have worked out our personal brand prism, we have mapped out a stereotype of our target market – as this is related to the ‘reflection’ and ‘self-image’ dimensions of the brand prism. Our task is now to make the connection between us and that target market (the organization, organizations, or other parties who will buy our product our service).

Building your 7P model

You’re almost certainly familiar with the 7P marketing model, which is based on the 4 P model by E. Jerome McCarthy in ‘Basic Marketing. A Managerial Approach’. This model can be our basis to perform the next step of our exercise in personal marketing. With Target Market at its center, it comprises the following elements:

  • Product
  • Promotion
  • Price
  • Place
  • Process
  • Physical Environment
  • People

Becoming an expert in personal marketing means adding value, becoming more influential, accomplished and fulfilled, and as such, being a positive force in our environment.

“Personal marketing is more than an analytical process. It is an attitude.”

In conclusion | 8 keys to personal marketing excellence, and becoming a leading brand.

Vision: A clear perception of what he or she does, and why. Works towards this higher purpose, continually finding improvements to his or her way of being and working, facilitating the path of others. Sees beyond the present moment, can predict what others may fail to notice.

Optimism*: Processes difficult feedback, turns it into a learning opportunity. Looks for the silver lining, and as such, enjoys better psychological and physical health.

Integrity: Ambitious yet respecting limits, without harming or deceiving. Knows the downside of exaggerated ambition, is alert to pretention, greed, the ethical slippery slope. A trusted brand delivers on promises.

Solidarity: Stops and helps without being asked. Has an ‘esprit de corps’ – acting on the knowledge that cohesion and unity helps us more easily achieve our personal and collective goals.

Visibility: Volunteers for projects and tasks that can be a good growth challenge. Has the courage to be exposed to attention and criticism, to exit the comfort zone

Patience: A sense of opportunity – knows how to create and seize opportunities at the right time. Is also resilient, with the ability to withstand and work through frustration.

Empathy: Values the work of partners or employees, demonstrably recognizes their merits and learns from them. Identifies with others, trying to understand their point of view. Generously takes the time to understand alternative perspectives before assessing or judging.

Maturity: Engages in ongoing, daily, emotional development, manages his or her emotions and helps others to do the same. E.g., knows how to manage a conflict without creating new challenges or imbalances.

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