Chapter 4:

Enhancing Personal Branding through

Company Branding
NGUYEN THI LAN CHI MA.
OUTLINE
1. Introduction
2. Leveraging USP (Unique Selling Proposition)
3. Creating a Lasting Impression
4. Measuring Success

.
1. Introduction

• Enhancing personal branding through strategic

alignment with company branding.
• In today's competitive landscape, personal
branding plays a crucial role in career
advancement and professional success.
• Leveraging the strengths of your company's brand
can significantly boost your personal brand image
and impact.
2. Leveraging USP (Unique Selling
Proposition)
• Definition of USP: The Unique Selling Proposition (USP) is what distinguishes a product,
service, or in this case, an individual, from others in the industry or field.
• Alignment with Company's USP:
• Aligning your personal brand with your company's USP is a strategic approach to strengthening
credibility and relevance.
• By integrating key aspects of your company's USP into your personal brand, you position yourself
as an invaluable asset who embodies the organization's core values and strengths.
• Identifying Key Aspects:
• Begin by analyzing your company's USP, which could be centered around product quality,
innovation, customer service, sustainability, or any unique feature that sets it apart.
• Identify specific attributes or values that resonate with you personally and align with your
professional goals and strengths.
2. Leveraging USP (Unique Selling
Proposition)
• Incorporating into Personal Brand:
• Incorporate these key aspects into your personal brand messaging and positioning across various
platforms, including your resume, LinkedIn profile, personal website, and professional
interactions.
• Showcase how your skills, expertise, and achievements align with the company's USP,
emphasizing your contribution to furthering its mission and objectives.
• Benefits of Alignment:
• Strengthened credibility: Aligning with the company's USP enhances your credibility by
associating you with its established reputation and success.
• Differentiation: Distinguishing yourself as a champion of the company's unique strengths sets you
apart from competitors and positions you as a standout professional in your field.
3. Creating a Lasting Impression
• Building a Strong Personal Brand:
• A strong personal brand is not just about what you do, but also about how you are perceived by others.
• It is built on creating a positive and memorable impression that resonates with your audience.
• Leveraging Company Brand Assets:
• Utilize the visual elements, messaging, and values associated with your company's brand to enhance
your personal brand image.
• Incorporate the colors, logo, and design elements from your company's branding into your personal
brand materials, such as your website, business cards, and social media profiles.
• Reinforcing Consistency:
• Consistency across platforms and interactions is key to reinforcing your brand identity and leaving a
lasting impact on your audience.
• Ensure that your messaging and visual elements are consistent across all touchpoints, including social
media, networking events, and professional communications.
• Benefits of Lasting Impression:
• By creating a positive and memorable impression, you establish credibility and trust with your
audience.
• Consistency reinforces brand recognition and loyalty, making it easier for others to connect with and
remember you in a crowded marketplace.
 4. Measuring Success
• Importance of Measurement:
• Measuring the success of your personal branding efforts is essential for
evaluating effectiveness and identifying areas for improvement.
• It provides valuable insights into the impact of your branding strategy
and helps you make informed decisions for future growth.
• Key Metrics for Evaluation:
• Social Media Engagement: Monitor metrics such as likes, comments,
shares, and followers to gauge the level of engagement with your
personal brand content.
• Networking Opportunities: Track the number and quality of networking
opportunities generated through your personal branding efforts, including
event invitations, speaking engagements, and professional connections.
• Career Advancement: Assess career advancements, such as promotions,
job offers, and industry recognition, as indicators of the impact of your
personal brand on your professional trajectory.
4. Measuring Success
• Continuous Evaluation and Adjustment:
• Regularly evaluate the performance of your personal brand
using the identified metrics.
• Analyze trends, identify areas of strength and weakness, and
adjust your branding approach accordingly to ensure
continuous growth and impact.
• Experiment with new strategies, channels, and messaging
based on the insights gained from measurement to optimize
your personal brand's effectiveness.
• Benefits of Measurement:
• Measurement provides tangible evidence of your personal
branding efforts' impact, enabling you to demonstrate value
to stakeholders, such as employers, clients, and
collaborators..
MINI GROUP DISCUSSION
• Share a real-life example or case study of an individual who
effectively measured the success of their personal branding efforts.
Who is he/she and What is his/her company
• Highlight how they utilized metrics such as social media
engagement, networking opportunities (career advancement) to
evaluate their brand's performance
 THANK YOU
 Chapter 4:
Success Story
An Analysis of Donald Trump’s Personal Branding Approach

NGUYEN THI LAN CHI MA.

 OUTLINE
1. Overview of Donald Trump's Personal Branding
2. Leveraging Media Presence and Business
3. Critique of Strengths and Weaknesses
4. Key Lessons Learned from Donald Trump's Personal Branding

.
 1. Overview of Donald Trump's Personal
Branding
 Donald Trump is known for his
bold and controversial persona,
characterized by his
outspokenness, confidence, and
unapologetic attitude.
 He has leveraged his public image
as a successful businessman,
television personality, and political
figure to shape his personal brand.
1. Overview of Donald Trump's Personal
Branding
2. Leveraging Media Presence and Business
 Donald Trump has strategically used various media platforms, including television,
social media, and press conferences, to amplify (phóng đại) his brand.
 His business ventures, such as real estate development, hospitality, and
entertainment, have contributed to his image as a wealthy and influential figure.
 3. Strengths and Weaknesses
 Strengths:
 Strong brand recognition: Donald Trump's name is synonymous
with wealth, power, and success.
 Ability to command attention: His bold and outspoken nature
garners media coverage and public interest.
 Weaknesses:
 Controversial reputation: His polarizing statements and actions
have created the negative perception for certain segments of the
population.
 Lack of consistency: Donald Trump's messaging and behavior can
be unpredictable, leading to inconsistencies in his brand image

Câu khẩu hiệu "Make America Great
Again" đã gây ra sự chia rẽ và căng thẳng
 - Trump đã đưa ra bình luận này khi thảo
trong xã hội vì nó mang lại những ý kiến và
ý tưởng đối lập về hướng đi của đất nước.
Dưới góc nhìn của một số người, việc sử
dụng câu khẩu hiệu này có thể được hiểu là
việc quay lại quá khứ và những giá trị truyền
thống, điều này có thể gây ra sự phân biệt
và lo ngại trong một số tầng lớp và cộng
đồng.
Trong khi đó, một số người khác có thể nhìn
nhận câu khẩu hiệu này như một lời kêu gọi
 Tuyên bố này đã gây ra sự phê phán từ
cải cách và cải thiện, tạo điều kiện cho một
tương lai tốt đẹp hơn cho đất nước. Sự khác
biệt trong cách hiểu và đánh giá về ý nghĩa
của câu khẩu hiệu đã góp phần vào sự
chia rẽ và căng thẳng trong xã
 "I am the chosen one": "Tôi là người
được chọn”
luận về cuộc chiến thương mại với Trung
Quốc vào tháng 8 năm 2019. Anh ấy ban đầu
nhìn lên bầu trời và nói: "Có người nói rằng
đây là cuộc chiến thương mại của Trump. Đó
không phải là cuộc chiến thương mại của tôi.
Đây là một cuộc chiến thương mại mà đã
nên diễn ra từ lâu, bởi nhiều tổng thống
khác." Sau đó, anh ấy quay lại phía báo chí
và nói: "Tôi là người được chọn," trong khi
đề cập đến việc giải quyết sự mất cân đối
thương mại với Trung Quốc.
một số người cho rằng nó quá lớn lao và
mê tín, trong khi những người khác xem
nó là sự kiêu căng và sự tự tin đặc trưng
của Trump trong cách tiếp cận chính sách
ngoại giao.
4. Key Lessons Learned from Donald Trump's
Personal Branding
 Boldness and confidence can be powerful branding attributes but
must be balanced with authenticity and integrity.
 Consistency and coherence in messaging are essential for building a
strong and sustainable personal brand.
 Understanding and effectively engaging with your target audience are
critical for brand loyalty and advocacy
APPICATION
1. Individual Work
Selecting a figure to analyse these key point:
1. Overview of his/her Personal Branding
2. How he/she Leverage Media and Business
3. His/her Strengths and Weaknesses
4. Key Lessons Learned from his/her Personal Branding

2. Group work
SUMMARY YOUR GROUP FIGURES AND SELECT THE CASE
STUDY FOR FINAL REPORT
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