THE PERSONAL BRANDING CANVAS Write your name

DESIGNED BY
Why do you want to do Personal Branding?

GOAL

SKILLS POSITIONING
(What you can do) (Why you)
What talents, skills and know-how can you claim? What distinctive element do you emphasize in order to be considered
LIST THE MOST IMPORTANT AND RELEVANT: by your Audience?
- Innate talents CHOOSE THE MOST RELEVANT, CREDIBLE AND IMPORTANT ASPECT FROM
- Technical skills (specic to your Oering) THE FOLLOWING OPTIONS:
- Other skills (emotional, organisational, social, etc. - Values (the special and inspirational ideas you believe in that inuence all
- Know-how, expertise, domain knowledge (specic to delivering your Oering) of your doing)
- Resources (the special things, technologies or assets you leverage)
- Oering (your special approach, the distinctive aspects of what you oer)
- Skills (the things you do particularly well)
- Target (the specic groups of people or organizations you focus on)

IDENTITY OFFERING PROMISE AUDIENCE

(Who you are) (What you give) (So what) (Who needs to know)
What makes you a special person in the eyes of your Audience? Describe your profession or type of services you oer What do you promise to your Audience? Who are the most important groups of people
CATEGORIES: and detail your specic approach if you have one. What problems should they believe you could solve? you target to achieve your goals?
ELEMENTS: What desires should they think you could satisfy? Who inuences them?
- Age, relevant physical traits
What kind of emotions should they feel while dealing In what places or communities can you nd them?
- Personality traits - Profession (job title, role name, special tasks, services, etc.)
- Acquaintances, network and special relationships ARENA - Approach (specialized in, focused on, multidisciplinary,
with you?
What kind of person/organization will you inspire COMPETITORS CATEGORIES:
- Personal and professional history/heritage Where are you competing, what unconventional, tailored, innovative, etc.) What kind of people, services or products - Customers, customers' customers (if applicable)
them to be?
- Stories and personal anecdotes you like to tell is your industry, market or - Customer relationships style (physical presence, remote, self-service, are you compared to? - Employers, employers' customers (if applicable)
BENEFITS:
- Idiosyncrasies, dislikes, people and things you hate and/or
ght against, personal crusades
category? personal assistance, etc.)
- Sales and purchase process (price range, payment methods, etc.) - Functional (problems solved, reduced risk, lowered costs) COMMUNICATION - Teachers/professors, mentors
- Managers, colleagues and/or former colleagues
- Culture, interests, passions, causes you believe in - Type of employment contract (if applicable and relevant) - Emotional (feeling more: safe, relaxed, free, competent, (How they know you) - Recruiters, Headhunters
- Beliefs, personal challenges, ambitions, values condent, energized, reassured) - Your personal contacts
- Purpose (the ultimate reason behind your actions) - Experiential (optimized or changed experiences, How do you become known by your Audience? - Inuencers (journalists, bloggers, opinion makers,
- Vision (who you would like to become in the mid increased convenience or usability, improved performance) How do you create a strong relationship with etc.)
or long-term future - Cultural (the ideas that will be learnt, embodied values) your Audience? - Users, followers, fans
- Social (feeling more: recognized, loved, respected, How do you underline your Positioning? - Communities, centres of inuence, Institutions,
connected to others, accepted, admired, important, etc.) BENEFITS: Associations
- Aspirational (the kind of person/organization they will think - Personal Image, look - Public opinion
they could be) - Visual Identity (logo, graphics, etc.) Etc.
- Self expression (the kind of image they will be able - Verbal Identity (bio, CV, slogans, taglines, etc.)
to communicate) - Tone of voice
- Storytelling
- Books, Publications
- Partnerships, Sponsorships, Advertising
- Press, Media, Public Relations, Networking
- Events, Contests, Presentations, Public Speaking
- Digital Marketing, Social Networks (LinkedIn, Twitter, etc.)
REASONS TO BELIEVE - Recruiting platforms
(Why you are credible) Etc.

What makes you trustworthy to your Audience?

LIST ONLY FACTS THAT YOU CAN PROVE:
- Professional experiences, portfolio
- Professional results, ranking, prizes
- Relevant media coverage and/or quotes
- Written opinions and/or endorsements by renowned people
- Diplomas, certications, internships, academic results
- Roles in associations, voluntary work
- Nationality, experiences abroad
- Academic roles, publications (books, articles, etc.)
- Intellectual properties
- Initiatives and/or projects
- Social media numbers
- Objects, assets, resources, facts
Etc.

INVESTMENTS RESULTS
(What you need) (What you get)
In what activities, resources and/or partners do you invest in order to successfully Brand yourself? What results do you get through Personal Branding?
DETAIL AND QUANTIFY HOW YOU INVEST IN: TO BE:
- Assets, personal time and physical resources (e.g. daily time dedicate to social media) 1. Known: they know about you and/or recognise you
- Marketing, communication (e.g. frequency of posts in a month) 2. Understood: who knows about you, understands what you do and what you oer
- Suppliers, consultants, partnerships (e.g. web designer, coach, etc.) 3. Valued: who understands what you do, gets how you can help
- Training, education, courses (e.g. executive masters, public speaking classes, etc.) 4. Considered: who has valued you, gets your Positioning and considers you as one of the possible options
- Intellectual property development 5. Chosen: who has considered you, likes you and chooses you over others
Etc. 6. Conrmed: who has chosen you, conrms you over time (loyalty)
7. Recommended: your Audience recommends you to others and spreads the word about you (e.g. online)

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