KOMPETENSI

MAHASISWA DIHARAPKAN MAMPU MENJELASKAN :

Brand your self or be branded Design and live your personal brand with
passion: setting an agenda for your action
• Introduce brand value
plan
• Brand basics
• First step
Take charge of your personal brand the
• A new horizon
branding journey
• Enabling this new journey
• Every brand needs cake and icing

• Personal branding Assessment Questionnaire

• Branding pays system: 5 steps to your cake
and Icing
BRAND YOUR SELF OR BE BRANDED

DISAMPAIKAN OLEH:
NUR INTAN HAYATI H.K S.KEP.,NERS., M.,KEP
DALAM MATA KULIAH PERSONAL BRANDING
INTRODUCE BRAND VALUE

What is
a Brand?
 INTRODUCE BRAND VALUE

What is a Brand? merek

• A brand identifies the products and/or services of a company.
• As consumers we gain TRUST in brands.
• What you ‘stand for’ in the public’s mind. What they think they can expect from your
product or service… Your promise.

Branding, dapat didefinisikan sebagai segala sesuatu yang berupa simbol, nama,
gambar, logo, atau kombinasi dari beberapa unsur tersebut menunjukkan perbedaan
yang dimiliki oleh suatu produk barang atau jasa dengan produk milik kelompok lain.
Perbedaan ini menunjukkan kekhasan suatu produk yang dimiliki oleh suatu
perusahaan.
BRANDING

• Branding is a strategic point of view, not a select set of activities.

• Branding is central to creating customer value, not just images.
• Branding is a key tool for creating and maintaining competitive
advantage.
• Brands are cultures that circulate in society as conventional stories.
• Effective brand strategies must address the four distinct components
of brand value.
• Brand strategies must be “engineered” into the marketing mix
 INTRODUCE BRAND VALUE

• WHAT IS BRANDING ? The process involved in creating a unique name and image
for a product in the consumers' mind, mainly through advertising campaigns with a
consistent theme. Branding aims to establish a significant and differentiated presence
in the market that attracts and retains loyal customers. Read more:
http://www.businessdictionary.com/definition/branding.html#ixzz39FH GzR3W

• Personal branding adalah suatu proses yang membawa kemampuan, kepribadian dan
karakteristik seseorang yang memiliki kekuatan lebih dibandingkan dengan pesaing lain
di dalam suatu pemasaran. →persepsi, pendapat atau kesan seseorang terhadap kita
WHEN YOU HAVE A PERSONAL
BRAND,
People recognise and care about :
• Your name,
• What you’re working on,
• What you offer, and
• What you’re about.
ANDA TAU SIAPA
SAYA??????
Bagaimana penilaian anda terhadap Profil
saya????
APAKAH SAMA PENILAIAN ANDA
TERHADAP SAYA???
BRANDING MEMILIKI TUJUAN YAITU:

• Dapat menyampaikan sebuah pesan melaui nama, istilah, tanda,

simbol, desain, atau kombinasi dari semuanya dengan jelas.
• Memastikan bahwa kita sebagai pemilik memiliki kredibilitas.
• Menjadi penghubung antara pelanggan secara emosional.
• Dapat membuat pelanggan menjadi setia.
• Mampu menggerakan dan memotivasi pelanggan.
MEMBANGUN PERSONAL BRANDING
DIBUTUHKAN SEBUAH “PRODUK” YANG
BAIK
• Produk adalah memiliki keahlian, attitude, penampilan ,cara
bicara dan yang terpenting yaitu reputasi.
INTRODUCE BRAND VALUE
Menurut Kotler (2005:82), merek adalah suatu simbol yang dapat
menyampaikan hingga enam makna, yaitu:
1. Atribut
2. Manfaat
3. Nilai
4. Budaya
5. Kepribadian
6. Pemakai
 3 ELEMEN YANG HARUS TERINTEGRASI DI
DALAM PERSONAL BRANDING
1.You (seseorang itu sendiri)
Biasanya tergantung metode komunikasi, kepribadian dan keahlian
2. Promise
Kesanggupan menepati sebuah janji dan tanggung jawab untuk memenuhi
harapan
3. Relationship
Hubungan yang baik dengan banyak klien akan meningkatkan personal
branding
KONSEP UTAMA UNTUK
MEMBENTUK PERSONAL BRANDING
1. Spesialisasi (the law of specialization)
2. Kepemimpinan (the law of leadership)
3. Kepribadian (the law of personality)
4. Perbedaan (the law of distinctiveness)
5. The law of visibility
6. Kesatuan (the law of unity)
7. Keteguhan (the law of persistence)
8. Nama baik (the law of goodwill)
KARAKTERISTIK BRANDING

Ciri-Ciri Branding
Branding harus mencakup :
- Kesan
- Citra
- Identitas
KARAKTERISTIK BRANDING YANG
EFEKTIF
1.Mudah diucapkan
2.Mudah dikenal dan diingat
3.Singkat, jelas dan unik serta dapat diperluas
4.Dapat mendeskripsikan produk, jenis, dan manfaat
5.Memiliki arti kondusif. Merek adalah jaminan mutu
6.Memperkuat citra produk
7.Secara legal dapat terlindungi
 INTRODUCE BRAND VALUE

Value proposition: the various types and amounts of value that the firm wants
customers to receive from the market offering.
Value is shaped by the subjective understandings of customers, which often have little
to do with what the firm considers to be the “objective” qualities of the product.
The brand is the product as it is experienced and valued in everyday social life. The
verb “to brand” refers to all of the activities that shape customer perceptions,
particularly the firm’s activities.
 BRAND BASIC

• Brand Equity is a set of assets (and liabilities) linked to a brand’s name and
symbol that adds to (or subtracts from) the value provided by a product or
service to a firm and/or a firm’s customers
• Brand Identity is a unique set of brand associations that the brand strategist
aspires to create or maintain.
• There are 4 brand identity perspectives: Brand as a Product Brand as an
Organization Brand as a Person Brand as a Symbol
• Brand strategy is A systematic plan to help a brand achieve specific business
objectives.
 BRAND BASICS
10 steps to branding yourself –
• Me, Myself & I (image personal branding)
• Me, Myself & I Passion
• Me, Myself & I Value Passion
• Me, Myself & I Content Value Passion
• Me, Myself & I The Hook Content Value Passion
• Me, Myself & I Personality The Hook Content Value Passion
• Me, Myself & I Personality The Hook Content Value Passion Personal Content
• Me, Myself & I Test-drive your Brand Personality The Hook Content Value Passion Personal Content
• Me, Myself & I Test-drive your Brand It’s ALIVE Personality The Hook Content Value Passion Personal
Content
• Me, Myself & I Test-drive your Brand Go Live – Version 1.0 It’s ALIVE Personality The Hook Content Value
Passion Personal Content
10 THINGS THAT REQUIRE NO
TALENT!
1. Being On Time
2. Work Ethic
3. Effort
4. Body Language
5. Energy
6. Attitude
7. Passion
8. Being Coachable
9. Doing Extra
10. Being Prepared
 3 BASIC PHILOSOPHY

HUMANISM
HOLISM
CARE

..... IS THE HEART OF NURSING

WHAT KIND OF NURSE DO YOU LIKE TO CARE U ?

C
A
PROFIL LULUSAN
PERAWAT

The Five-Star
• Care Provider
• Decision Maker
• Communicator
• Community Leader
• Manager
Knowledge Domain

Lulusan
Skills Domain Yang
Kompeten

Behaviour Domain
TAKE CHARGE OF YOUR PERSONAL BRAND
THE BRANDING JOURNEY

DISAMPAIKAN OLEH:
NUR INTAN HAYATI H.K S.KEP.,NERS., M.,KEP
DALAM MATA KULIAH PERSONAL BRANDING
EVERY BRAND NEEDS CAKE AND ICING

What are people saying

about you?
 BAKE THE CAKE, THEN ICE IT

• Cake = Your rational value Functional benefits, expertise

• Icing = Your emotional value Personality, image

The cake foundation represents the rational value for your brand—
your expertise, strengths, functional value and experience.

The icing is your emotional value—your personality, your smile and

your style. It’s how people connect with you emotionally, such as
your likability and whether they trust you.
 CAKE AND ICING EXAMPLES

Examples Cake (rational value) Icing (emotional value)

Software Engineer Open software leader Sense of humor, geek chic
style
Marketing Executive Social Media Marketing Charismatic, hip, positive
expert? attitude

Founder and CEO Technology guru, Business Inspirational, caring non-

vision profit volunteer ?

YOU ? ?
 PERSONAL BRANDING ASSESSMENT
QUESTIONNAIRE
• Core values → What do you think my core values are?
• Key strengths and weaknesses →
❑ What is my key skill set?,
❑ What is my expertise?,
❑ What are the weaknesses that may hold me back?

• Unique value proposition → hat is my unique expertise or value that differentiates me?
• Personality/image attributes →
❑ How do I come across to others?,
❑ What are the key adjectives that describe my personality?
❑ Describe my look and style.
 PERSONAL BRANDING ASSESSMENT
QUESTIONNAIRE

• Leadership attributes →What kind of a leader am I?

• Relationship attributes →What is it like to engage with me—professionally
and socially?
• What is a living or inanimate thing that best represents my brand? Please
explain. Examples:
❑ A trusted Saint Bernard dog who always come to the rescue
A Mini Cooper car that is efficient, fun to drive and has a quirky sense of style
❑ The following list of potential brand attributes may help to spur ideas as you answer the
questions above.
SAMPLE BRAND ATTRIBUTES
 BRANDING PAYS SYSTEM: 5 STEPS TO YOUR CAKE AND
ICING

1. Step 1: Positioning ; Define your unique cake, or rational value.

2. Step 2: Messages →Develop the key messages that support your cake.
3. Step 3: Brand Strategy →Put your cake and icing together in the Brand Strategy Platform.You will
brand from the inside out for an authentic, 360-degree brand.
4. Step 4: Ecosystem →Define the influencer model for your brand ecosystem, and develop a strategy
for relationship building and management. (Think of this as a distribution and reference model for
your cake and icing.)
5. Step 5: Action Plan →Develop an action plan that includes 1) brand improvement for both your
cake and icing and 2) brand communication so your brand can be known and recognized

Positioning Messages Brand Strategy Ecosystem Action Plan

DESIGN AND LIVE YOUR PERSONAL BRAND WITH
PASSION: SETTING AN AGENDA FOR YOUR
ACTION PLAN

DISAMPAIKAN OLEH:
NUR INTAN HAYATI H.K S.KEP.,NERS., M.,KEP
DALAM MATA KULIAH PERSONAL BRANDING
INTRODUCTION

• Planning your personal brand is an intellectual process

• It is a process of reflexive thinking in which creativity and vision
are extremely important elements.
• You need to decide : what to do, how and when to do it in order
to fill in the vacuum between where you are now and where you
want to get to (always allowing for what may happen along the
way).
FIRST STEP

• Modify your previous identity → stop doing thing in the previous

way
• Transition → the past does not fit in and the future is not
clear)→stagnation → to be or not to be →neutral zone (period
of confusion ; personal reorientation and redefinition →
anxieties, disorientation, ambiguity, and doubt → courage,
optimism ensuring that personal brand can succeed
• Begin the innovation of your new personal brand
A NEW HORIZON

• The beginning of new ages of your personal brand → an

emotional commitment to do things differently and see your self
as renovated personal brand
• The Horizon → new situation, understandings, value and
attitudes as well as a new identity → must be carefully designed
→ put clearly on the agenda with timely decision making --. The
timeline of the heart and the mind → need to manage the
inherent risk from the beginning, maintaining self esteem and
avoiding any excuses for inactivity
FRAMEWORK 4PS TO LEADS DESTINY

• Proposal → explicitly explained, effectively communicated, clearly

• Panorama →. Abstract idea, something predictable, imagination
• Plan → even and activity →focus on the details
• Parts → sharing idea, avoiding polarities and transferring
authenticity
ENABLING THIS NEW JOURNEY

• Overcoming the creative chaos typical of the neutral zone

• Holistic design plan
• Understanding and using the cycle of challenges and responses
• Showing talent means knowing what you are doing without being
quiet sure of what you know
NURSING AS BRAND
 DAFTAR PUSTAKA

• Awosika, Ayodeji. 2017. Stop Feeling Stuck, Reinvent Yourself,And Become A Brand New You-Master The Art Of Personal Transformation.Vellum

• Johnson, Ctnthia.2019.Platform: The Art & Science Of Personal Branding. Penguin Random House: Newyork

• Salvador, Evelyn U.2011. Build an Cover Letter in 10 Easy Steps Using Personal Branding.JIST Works: Indianapolis

• Rein, Irving, Philip Kotler, Michael Hamlin, Martin Stoller. 2006.High Visibility: Transforming Your personal and Professional Brand 3rd Edition. McGraw-Hill
Companies, Inc

• Be The Brand: The Ultimate Guide to Building Your Personal Brand.

• McKenna, Regis.2013.Branding Pays: The Five Step System to Reinvent Your Personal Brand.

• Blanco, Roberto Alvarez Del. 2010.Personal Brands: manage your life with talent and turn it into a unique experience. Plgravve Macmillan

• Middleton, Simon.2015.Brand New You: Reinventing work, life and sel through the power of personal branding. Australia

• Marisk, Silviu. How to craft your own personal brand and show the world yourbest true self. (Udemy Online Course)

• Marisk, Silviu. Personal Branding Revealed: People with a strong personal brand are paid significantly better that their peers. (Udemy Online Course)

• https://www.slideshare.net/SafwanHak/brand-yourself-9sharp-presentation

• https://www.slideshare.net/KamalVora1/personal-branding-self-assessmentppt

• https://www.slideshare.net/shiransanjeewa/how-to-build-your-personal-brand-37601237