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In this case study, we are going to be looking at personal brand.

Our personal brands are something that's becoming increasingly recognized as

being really important because they're reflections about who we are.

It seems though, that very few of us are actually aware about firstly,

what a personal brand is, how our personal brand looks.

And how far what our personal brand looks like to others aligns with

how we want that personal brand to be.

because that sometimes is the same thing,

sometimes it can be two very different things.

And we'll be chatting with Valentina to explore her

perceptions of her own personal brand whilst working as a consultant.

So Valentina, you've been working as a consultant for two years now.

How much emphasis do you put on your own personal brand.

>> My personal brand is really important for me.

Because clearly, I'm involved both online and offline with

a series of clients, as well as suppliers and colleagues within the industry.

So I paid a lot of attention.

And I make sure that there are some key elements

throughout my presence both online and offline.

So it's important for me to send out a consistent message.

So I kind of define who I am, and what I do, and

what kind of services I can offer my clients.

And so that's the key element to actually define your personal brand.

And then I make sure that everything that is out there associated with my name

actually follows that thread and that message that I want to convey.

Particularly important, I think, nowadays,

is the perception that your clients have of you as a professional.

And I think it's important to keep that focus and

that control over your brand, especially on social media, I'm thinking.

So clearly, professionals are present in things like LinkedIn and Twitter.

And sometimes we need to be very careful about the type of messages and

the type of social media usage that we do.

So again, I think consistency, picking the right channels,

and picking the right message to send out there is key.

And it was probably the starting point for my brand.

Another key element, I think, is associating yourself with,

for example, industry bodies, and industry organizations.

I think that helps you build that reputation and

that sort or authority as well, within your industry.

It's a way to exchange knowledge with your peers, and

a way to progress, generally, as a professional, as an individual as well.

And again, I make sure that that comes through my personal brand then,

and my personal image.

Because I think it's important and it's a sort of a guarantee for clients,

to know that I follow, for example, the code of conduct or

the best practices of a certain industry body or organization.

>> So what we're hearing from Valentina already, in terms of her personal brand,

is first of all, the need to be aware of it, that she has one,

that we all have one.

Secondly, how that personal brand can be applied in a face to face basis or

on an online basis, with particular awareness

of the importance today of social media and the power of social media.

We've also heard about the need for consistency.

So, right the away across the various delivery channels.

And we've also heard the emphasis on associations with key bodies,

key other stakeholders, which would also reinforce a personal brand.

We've also heard the need for

the alignment between the personal brand that you look to project,

and the personal brand that you want your clients or stakeholders to receive.

And Valentina outlined the importance of her clients

receiving that correct personal brand message from her to them.

So my next question then, is how do you know

what message that they've received about your personal brand?

>> I think what I to do is engage with my clients as much as possible.

And literally, it's sometimes as simple as actually asking them what's their

perception, what's their feedback?

And I do something very similar with the organizations I work with,

I'm part of, and peers around me.

So I think, in a way, it's important to keep checking where you are and

what the perception of your work is.

Because as you mentioned, sometimes what we think is the perception we are giving

out, is actually not what people see.

So again, I think checking with your peers and

checking with your clients, and making sure that you make clear.

And you sort of almost make them rephrase what you are saying for example,

it's a good way to make sure that they got the message, in a way.

>> So you're getting this client feedback and that kind of gives you some comfort

that you're on the same personal brand wavelength then.

If you were to use some words to describe your skills and

competencies that you use to bring about your personal brand.

>> Yeah. >> And to make

it the way that you want it to be, what words would you use?

>> I think I would say, professionalism.

>> Okay.

>> I would say, in a way, manage, lead by example.

So it applies to your brand as well.

I think do what you are comfortable with and what you think reflects your values.

I think ethical is another word.

I think fair as well,

and open is something that I really put a stress on.

Because I think especially in our diverse working environment it's so

important to make sure there is that inclusivity as well.

>> So some really powerful words there.

You've said professional, open, ethical, being a role model.

So how then do you look to keep developing your personal brand?

>> Well I'm a big believer of personal development, to start with.

And that's I think the main basis of my brand.

As in, I always try to improve and

to have certain objectives to actually achieve, to progress.

And it's particularly difficult if you have to

self motivate yourself because you're not necessarily part of an organization.

So I think I would really advise to do that,

because I can see it much more now that I work on my own.

But I think it's a personal development.

And, for example, courses, it's really important to make one

more confident and then more knowledgeable about your industry.

And in the same way, again, I think knowledge exchange is key,

and every occasion to do that.

It's a good way to keep improving your brand as well, and

networking clearly is directly linked to that.

>> And all of these are enormously positive, and

clearly your passion and your drive to do all of this comes across very clearly.

And I'm sure that is received very visibly and clearly with your clients.

In your two years as a consultant, have you had anything happen that's really made

you pause and think, gosh, I need to rethink what my personal brand is?

>> It's a good question.

I think there are things.

And there's not necessarily one turning point.

>> Okay. >> But I think there are moments when you

actually look, as we were talking about perception before, for example.

And you think about how you perceive, for example, a client or a supplier.

And then something happens in terms of the way they deliver on the supplier side,

the way they deliver the services.

Or the way, for example, an agreement with a client goes and

the contract with a client goes.

I think it makes you think, and it makes you think in the sense that you say, okay,

I don't want to be received in this way, for example.

Or gosh, this is a really very good way to go about things,

I would like to have that approach as well.

So I think that those are the turning points.

Similarly, I believe in role models.

So, I think when you see somebody that actually you admire and

you think they are doing something, in terms of best practices,

that you will like to pick up, it's another very good way to,

again, adopt a new practice.

>> Yes, it's really interesting that.

Because, what we've learned talking with Valentina about her personal brand,

firstly, it is something that is not still, it's continually developing.

And her passion for continually developing her personal brand and

everything else she does has come through really clearly.

So we've heard about the need for consistency.

We've heard about the need to build trust.

We've heard about the power of being a role model and

to look to continually develop.

So thank you very much, Valentina, that has been really interesting.

>> My pleasure, thank you.

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Case Study: Interview with Valentina Lorenzon | Personal Brand

Professional Skills for International Business

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