去年底，我有幸參與了一場(chǎng)沃頓北京校友會(huì)與賓大沃頓中國(guó)中心舉辦的「Another Perspective: Design, Innovation and Aspiration in Entrepreneurship」分享會(huì)，分享會(huì)邀請(qǐng)了4位卓越而獨(dú)特的創(chuàng)業(yè)者，與沃頓商學(xué)院學(xué)生和校友分享消費(fèi)升級(jí)時(shí)代的創(chuàng)業(yè)觀點(diǎn)，傳遞創(chuàng)新、高感性與高體會(huì)的創(chuàng)業(yè)理念。在演講中，我分享了我在探索個(gè)人品牌塑造中使用的工具方法，其實(shí)，我們每個(gè)人都有個(gè)人品牌，而大多數(shù)人并沒(méi)有意識(shí)到：你的個(gè)人品牌在被誰(shuí)定義？
“我們每個(gè)人都有個(gè)人品牌，并擁有且僅有兩個(gè)選擇：主動(dòng)的定義，準(zhǔn)確的向他人表達(dá)‘我是誰(shuí)’。或者，被動(dòng)的接受，被不同人貼上不同標(biāo)簽，由他人定義‘我是誰(shuí)’。塑造個(gè)人品牌，就是掌握定義的主動(dòng)權(quán)，幫助你成為想成為的人。”
我整理了我的演講內(nèi)容，分享給關(guān)注個(gè)人品牌打造的朋友：
What Do You Want to Be Known for?
Thank you Michelle. Hello everyone, my name is Shawn, I’m a storyteller and the founder of StoryU Consulting. We specialize in personal branding for entrepreneurs, small business owners and professionals.
謝謝Michelle !（賓大沃頓北京校友會(huì)主席）各位好，我是蘇浩。我是個(gè)人品牌服務(wù)平臺(tái)「設(shè)己StoryU」的創(chuàng)始人，我們幫助創(chuàng)業(yè)者，企業(yè)管理者和自由職業(yè)者建立自己的個(gè)人品牌，并通過(guò)個(gè)人品牌實(shí)現(xiàn)更大的影響力。一般我會(huì)喜歡這樣介紹自己：我是一個(gè)講故事的人。
Obviously I have to be the last one to do this sharing, imagine if I’m the first one and raise this topic ‘what do you want to be known for? ‘ and then, Moya is the second speaker and her speech is ’they said I would not make it’ (laugh). Actually Moya did a great job on making her positive and encouraging reputation, and being a very pretty, brave and respectable friend of us, let’s give a round of applause to her again.
今天嘉賓們演講的主題都很有趣，還好我是最后一位，想象一下如果由我開(kāi)始分享——“你希望世界如何認(rèn)識(shí)你”，緊接著是Moya（Location Hunter秘境CEO），她分享的主題是“我屬于看上去不會(huì)成功的人”。（笑）事實(shí)上，Moya不僅成功的建立了一個(gè)積極，自信，和充滿能量的新時(shí)代女性領(lǐng)袖形象，也是我很尊重的一位朋友。我非常喜歡她的演講，讓我們?cè)俅螢樗恼疲?/p>
I used to do PR consulting, I did research,brainstorming idea, writing proposal and press release, running campaigns and events, dealing with media, for a lot of brands, from the snack you will see in every 711, to smart phones, to luxury watches, and super sport cars. It sounds like I’ve been doing a lot of things in different fields, but for me, truth is. I’ve been only doing one thing, one thing that I’m very good at: I tell stories for people believe in.
我之前是一名公關(guān)人，你可能會(huì)聯(lián)想到一個(gè)詞，叫作“男公關(guān)”，但實(shí)際上我的工作和你想象的畫面可能有些不同，我的工作大部分時(shí)間是在和團(tuán)隊(duì)一起想創(chuàng)意，做調(diào)研，策劃campaign和活動(dòng)，聯(lián)絡(luò)媒體和kol，寫公關(guān)稿件等等。我服務(wù)過(guò)很多客戶，從你能在每個(gè)711便利店買到的零食，到智能手機(jī)，到奢侈品腕表，到超豪華跑車。聽(tīng)起來(lái)，我的工作好像跨界了很多不同的領(lǐng)域，但其實(shí)對(duì)我來(lái)說(shuō)，我一直就只在做一件事，一件我擅長(zhǎng)的事，就是：講一個(gè)打動(dòng)你的故事。
If you buy a pack of California Almonds not a piece of Oreo cookies for afternoon ‘power snack’, it’s because you believe in the story that almonds are with healthier lifestyle, they packed with more protein and are good to your heart. If you choose a Bentley over a Lamborghini, it won’t be the matter about which car is faster, but because you believe in the story that Bentley stands for a spirit of being extraordinary in every aspect of life, a value of community responsibility shared by all the owners. Or just because you have already got one Lamborghini. (laugh)
如果你在辦公桌的抽屜里放了一盒加州巴旦木作為“加餐小零食”，而不是一袋奧利奧餅干，那我想是因?yàn)槟阆嘈艌?jiān)果富含更多營(yíng)養(yǎng)，對(duì)你的心臟健康有益，你相信這是一種更健康的生活方式；如果你選擇了一輛賓利的超級(jí)跑車而不是蘭博基尼，我猜你思考的不會(huì)是哪輛車開(kāi)起來(lái)更快，而可能是你被賓利所倡導(dǎo)的“將本已非凡的人生，推向更偉大意義里程”的價(jià)值觀所感染。又或者，是因?yàn)槟阋呀?jīng)有了一輛蘭博基尼。（笑）
So go back to the question – what do you want to be known for? Is actually is a question – what brand is you? Let's do a test here, think of three works that are important to you that make up your personal-brand, write it down and keep it to yourself. Ok second question, pick a friend, family member, or peers, and ask them to describe you in three words, is all your friend or colleagues think of your answer as well?
回到我的演講主題——“當(dāng)人們提到你的名字，你希望他們想到什么？”其實(shí)我們可以把它換成另一個(gè)問(wèn)題——“你是一個(gè)什么樣的品牌？”讓我們來(lái)做個(gè)小測(cè)試，現(xiàn)在，在你的腦海中想出3個(gè)形容詞來(lái)描述你自己，是你最希望給他人留下的印象，記住這3個(gè)詞語(yǔ)。之后，找5個(gè)你的朋友，或者你的同事，讓他們用3個(gè)詞來(lái)描述你最顯著的特質(zhì)，他們會(huì)給出與你所期待的答案嗎？
This is a very interesting exercise you can try after the event. And you will see, your choice is very simple, whether you will intentionally shape your personal brand so that it expresses your values, or instead allow your reputation to be randomly defined by external forces, especially for professionals. Because your personal brand is the image you present to the world. If you people like you they will listen to you, but if they trust you, they will do business with you.
這是一個(gè)很簡(jiǎn)單但十分有趣的實(shí)驗(yàn)，我建議你們?cè)诨顒?dòng)之后都可以嘗試，而且你會(huì)發(fā)現(xiàn)一個(gè)顯著的答案。其實(shí)對(duì)于我們每個(gè)人來(lái)說(shuō)，我們都擁有且僅有兩個(gè)選擇：主動(dòng)的定義，準(zhǔn)確的向他人表達(dá)‘我是誰(shuí)’?；蛘?，被動(dòng)的接受，被不同人貼上不同標(biāo)簽，被他人定義‘我是誰(shuí)’。這對(duì)于專業(yè)人士來(lái)說(shuō)尤為重要，因?yàn)閭€(gè)人品牌所釋放出的信息會(huì)影響他人對(duì)待你的方式。當(dāng)他們被你的個(gè)人品牌所吸引，他們就會(huì)愿意接近和了解你。而當(dāng)人們信任你的品牌的時(shí)候，他們就會(huì)愿意與你共事和來(lái)往。
And this is why I am here today, like I said in the beginning, products with a good story usually sells faster, my past experiences in PR industry helps me foresee that in the next generation, if you would like to attract more attention and become successful, you will need to tell a good story about yourself, and this is what I can do, I help you to storytelling yourself, to uncover your professional purpose; increase your influence and credibiltity; attract ideal clients and build trust.
這也「設(shè)己StoryU」創(chuàng)立的原因，在為品牌做傳播的經(jīng)歷中，我反復(fù)印證了這條定律——所有賣得好的產(chǎn)品都是從一個(gè)好的故事開(kāi)始的；當(dāng)我們把目光看向那些風(fēng)口浪尖的人物時(shí)，你也會(huì)發(fā)現(xiàn)，講好自己的故事，是在這個(gè)時(shí)代取得成功的關(guān)鍵，個(gè)人品牌不僅僅是為了出名，而是幫助在你和你的客戶間建立信任的關(guān)系。
So how we gonna do this. Let me present you a great tool developed by myself, a tool which can help you find who you are to show to this world, the tool is called Personalidentity House.
所以接下來(lái)，我就會(huì)向你介紹一個(gè)我在開(kāi)發(fā)的個(gè)人品牌打造工具——「人設(shè)House」，它可以幫助你快速建立你的個(gè)人品牌，并為你更持久的自我成長(zhǎng)和自我管理提供指導(dǎo)。
Just as an architect prepares blueprints to guide the constructions of a building, you can design a house to guide the creation of your personal brand. It starts with an essential question: Who are you and why are you here?
就像建筑設(shè)計(jì)師根據(jù)圖紙修建房屋一樣，我用“房間”的概念描述了塑造個(gè)人品牌過(guò)程中7個(gè)重要的部分。這7個(gè)模塊從一個(gè)你可能會(huì)經(jīng)常聽(tīng)到的問(wèn)題開(kāi)始：“你是誰(shuí)？你怎么在這兒？”
It leads us to the first 3 house rooms: purpose– value – target audience. We can see a straight logic here, it translates as: who you are, decides what value you bring to the table, and the specific value tells who you are going to help.
在我們回答這個(gè)問(wèn)題的時(shí)候，我們思維的過(guò)程其實(shí)就是建立個(gè)人品牌的核心邏輯——“你是誰(shuí)”代表了“你提供什么樣的價(jià)值”，而你提供的價(jià)值就決定了“你將會(huì)幫助誰(shuí)”——這就對(duì)應(yīng)了人設(shè)House中最重要的3個(gè)房間，它們是：「初心」，「價(jià)值提供」和「目標(biāo)受眾」。
Purpose is the part about exploring your past to get clear idea on what got you here and what is next. You need to be truly self-aware before you jump in. You may have pretty good understanding on your business and why you are starting it. However, this is the important process that provide you with real insight into how other will perceive you. Purpose is the heart of your personal brand, and to talk in human language, purpose is the reason you do your business beyond making money. In this part we have tools to identity the moments that shaped you, understand how you are different, what get you motivated or burned out and find your core & undeniable strengths.
「初心」簡(jiǎn)單說(shuō)，就是一條貫穿過(guò)去、現(xiàn)在、和將來(lái)的一條故事線，再平白一些說(shuō)，也就是除了賺錢之外，你在做無(wú)論什么事業(yè)的原因。它反應(yīng)了什么對(duì)你是最重要的，是什么在給你堅(jiān)持的力量。這往往需要深度的自我察覺(jué)來(lái)得到答案，就像在仔細(xì)照鏡子一樣。初心對(duì)于這個(gè)時(shí)代的傳播環(huán)境來(lái)說(shuō)十分重要，是幫助我們與他人建立有效情感連接的關(guān)鍵，因?yàn)槊總€(gè)人都喜歡在心里問(wèn)一個(gè)“為什么”。
Value is about your areas of expertise, specifically what services, products, or even spiritual products. And then, think about these questions, who actually cares about what solution you have? Think about maybe three or four customer segments that are facing the trouble you are solving for. Remember this part is not about you, it’s about your audience.
「價(jià)值提供」就是你的工作、核心業(yè)務(wù)，你聚焦的產(chǎn)業(yè)和領(lǐng)域，大多數(shù)情況也是你的專業(yè)、技能和經(jīng)驗(yàn)，也就是，你在做什么來(lái)為他人提供幫助和價(jià)值。比如你是設(shè)計(jì)師，你為客戶提供讓人們過(guò)目不忘的廣告作品，比如你是一家海淘電商的創(chuàng)始人，你通過(guò)你的產(chǎn)品幫助你的用戶解決海外商品挑選和物流的需求。在你確定了自己的價(jià)值提供之后，就可以開(kāi)始思考：我提供的價(jià)值是被哪些人需求的呢？我解決了他們的什么問(wèn)題？他們都從事什么樣的工作？多大年齡？他們有什么喜好？等等。這里的他們，就是你的「目標(biāo)受眾」。
And then you are able to draft your personal-brand statement. Let’s see an example. Just 2 weeks ago, I had a client who asked me for a consultation of his personal-brand. The objective is to build a personal-brand to boost his new business, he starts a boutique travel agency which provide premium bespoke travel product tohigh-end customers. And guess what’s this guy’s job before – a technologist in a TV station for 8 years. First I thought I heard him wrong, so I asked about the scope of work in his job, he said, you know like an engineer, deal with technic problems in broadcasting, livestreaming etc. I said ok, then we get a lot of work to do here. What is the key to build his personal-brand, what is the story for him to get his audience attention and keep them interested in wanting to buy travel product from him?
在完成了這3個(gè)概念的思考之后，你就可以開(kāi)始?xì)w納你的個(gè)人品牌陳述了，其實(shí)，就像寫你的簡(jiǎn)歷一樣。我們可以通過(guò)一個(gè)案例來(lái)了解這個(gè)過(guò)程。就在2周前，我的一位學(xué)員問(wèn)了我一個(gè)問(wèn)題，他不知道該怎么塑造自己的個(gè)人品牌，他剛開(kāi)始創(chuàng)業(yè)，身為創(chuàng)始人成立了一家專注于私人定制旅行的公司，希望通過(guò)建立個(gè)人品牌來(lái)推廣自己的公司，也給公司帶來(lái)差異化的競(jìng)爭(zhēng)力。猜猜看這位朋友之前從事的是什么工作？他之前是一名有8年經(jīng)驗(yàn)的電視臺(tái)資深技術(shù)人員。剛開(kāi)始我還以為自己聽(tīng)錯(cuò)了，特意又詳細(xì)問(wèn)他具體工作的內(nèi)容是什么，他跟我說(shuō)：就是處理電視信號(hào)在傳輸中的技術(shù)問(wèn)題阿。好了，那我們來(lái)一起想一想，對(duì)于這位朋友來(lái)說(shuō)，我們應(yīng)該如何為他找到一條故事的主線，塑造出一個(gè)讓客戶會(huì)信任的定制旅行公司創(chuàng)始人的品牌呢？
The key is how his past career relevant with what he is doing today. When we discover and discuss his purpose, I strongly felt that this person is well organized, detailed oriented, and is a real travel enthusiast and player, then I get the idea that you would trust this person while he is pulling together your travel plan.
解決這個(gè)問(wèn)題的核心，是把他的過(guò)往工程師的身份與定制旅行的事業(yè)有機(jī)的關(guān)聯(lián)起來(lái)，來(lái)打造跨界的價(jià)值。而這個(gè)關(guān)聯(lián)的核心，就是他自身的獨(dú)特性——在和他的交流中，我發(fā)現(xiàn)他是一個(gè)很注重細(xì)節(jié)，語(yǔ)言和思維都很有條理的人，這也是典型的技術(shù)工程師的特征，在談到旅行中，他也不斷強(qiáng)調(diào)，所有的美好體驗(yàn)都一定源自細(xì)致精心的安排。這不就是出現(xiàn)了我們尋找的一條貫穿始終的故事線嗎！
So I outlined a few ideas on the shaping of his personal-brand. Purpose: pursuit of perfection; Value: planning trips with care to details. Audience: individual travelers who doesn't have time to plan butwant a high quality vacation. And here is the personal brand statement I draft for him: Master engineer for traveler with an eye for detail, meticulously plan perfect travels.
所以我在他的人設(shè)House中寫下了這些關(guān)鍵詞作為梳理方向?！赋跣摹梗嚎燎笸昝馈！竷r(jià)值提供」：極致細(xì)節(jié)的旅行計(jì)劃。「目標(biāo)受眾」：追求生活品質(zhì)和高體驗(yàn)感的自由行消費(fèi)者。我也為他的個(gè)人品牌陳述擬了這樣一個(gè)開(kāi)場(chǎng)白：我是一個(gè)細(xì)節(jié)控的“旅行工程師”。
This is a good place to start, to further demonstrate and build the impact of your personal brand, you need more rooms. To storytelling yourself, you need to put more of your experience that are relevant to your purpose, like in this case, what you need to highlight in the past career as being a technologist, is your attention to detail. And endorsement, AKA evidence in your experience that build trust between you and your audience. And platform, do some research to identify where your audiences are, and do outreach to these platforms, show up and tell your value.
當(dāng)然，這只是塑造個(gè)人品牌的開(kāi)始，但是我想說(shuō)，這是一個(gè)好的開(kāi)始。要讓我們的個(gè)人品牌變得更有吸引力和說(shuō)服力，我們還需要用到人設(shè)House中更多房間。你需要在你過(guò)往的故事中找到那些支撐你故事線的「相關(guān)經(jīng)歷」；在具體的故事中，積累能產(chǎn)生信任感的「信任背書」。比如剛剛提到的案例中，這位“旅行工程師”需要繼續(xù)發(fā)掘的就是能展現(xiàn)他對(duì)細(xì)節(jié)苛求的故事，無(wú)論是作為一個(gè)技術(shù)工程師，還是旅行愛(ài)好者。在整理好你的故事和話題之后，你還需要「平臺(tái)與媒介」來(lái)建立與你的目標(biāo)受眾的聯(lián)系，他們會(huì)怎么認(rèn)識(shí)你？你又會(huì)如何講自己的故事？
The last room is called impressions. It’s about your personal image. Understand your style personality andfind clothes that fit your brand. Tell you one truth, we all know first impression matters. But how? Your first impression takes only 6-10 seconds to make and yet it can take up to 6 months or 7 interactions to fix it.
最后一個(gè)房間叫做「目標(biāo)印象」，它與你的形象有關(guān)，簡(jiǎn)單的說(shuō)，就是當(dāng)人們想到你，腦海里出現(xiàn)的那個(gè)畫面。這個(gè)畫面往往由“第一印象”奠定基調(diào)，科普一個(gè)小常識(shí)，形成第一印象只需要6-10秒，但如果這個(gè)印象并不是你期待展示的畫面，你可能需要數(shù)月的時(shí)間才能改變這個(gè)認(rèn)知。
And this is my methodology to help you build your personal brand, and how it helps you create a branding strategy that will increase your visibility, build your thought leadership, and drive your business forward. Thanks for your listening, and I’m always happy to help you tell your story to grow your life with clarity and meaning. Thanks.
這就是我今天想和大家分享的關(guān)于打造個(gè)人品牌的心得和方法。我們每個(gè)人都有自己的個(gè)人品牌，我們應(yīng)該去主動(dòng)的塑造它。作為創(chuàng)業(yè)者和創(chuàng)始人，你的個(gè)人品牌也會(huì)為你的企業(yè)品牌注入獨(dú)特的吸引力，和獨(dú)一無(wú)二的競(jìng)爭(zhēng)優(yōu)勢(shì)。希望今天的分享能給各位帶來(lái)個(gè)人品牌打造方面的啟迪，也相信這間看似簡(jiǎn)單的小房子會(huì)給你帶來(lái)不一樣的人生。謝謝！
歡迎同樣關(guān)注個(gè)人品牌打造的朋友和我聯(lián)系：stroytellingu
