Task Objectives:
The objective of the Personal Branding assessment is to evaluate a student’s ability to articulate and apply key concepts covered in the Building and Managing Brand unit by crafting their own personal brand or ‘Brand Me’. In this assessment, students are expected to use the frameworks and theories covered during this course.
Task Description:
Increasingly, researchers and executives are pointing to the importance of personal branding in facilitating the
attainment of personal, professionals and career goals. Given that most people are already building social media profiles and may be unknowingly building personal brands, there is need for you both in your student life as well as when you are an early career professional to learn how to strategically craft your personal brand, ‘Brand Me’.
First, you need to identify an industry and specific sector you want to work in and then apply the various brand building and management concepts covered in this unit to develop the desired customer equities you want your brand to have
with your target audience: (1) positioning – the “core brand promise” you will use to forge a consistent image,
(2) the brand elements that will serve to enhance your brand awareness, and (3) the core brand associations you want
connected to your brand to reinforce your desired brand image. Some factors you can include in your Personal Branding are:
Specifying your Mission
Articulating your personal goals or aspirations
What do I want to achieve personally and professionally?
Where do I see myself in 2, 5 and then 10 years’ time?
Defining your personal brand values.
Identifying and justifying the industry & target audience
Evaluating your distinctive capabilities & point-of-differences (PODs).
Clear use of the personal branding competence identification framework.
Identifying & justifying brand elements you will chose to build my personal brand identity
Identifying and evaluating the core brand associations required to reinforce your desired personal brand image.
You need to construct a ‘Brand Association Map’ that shows the ‘brand associations’ (attributes, benefits and attitudes) you wish to develop or get rid of to facilitate positive brand associations and brand image for your personal brand in the minds of your target audience.
Articulating a personal brand positioning
Develop a ‘mood board’ that provides a visual representation of the brand associations you plan to adopt for your personal brand image in the minds of your target audience. This should be a collection of images and words that you cut and paste onto a single A4 page and embed as an image. at the end of the written task.
Develop a creative and differentiated personal branding statement that clearly identifies my points-of-parity (POPs) and showcases desired points-of-differences (PODs).
The assignment should be typed in 1.5 line spacing using 12pt font. The length of the assignment should not exceed
1500 words. The word limit excludes in-text referencing and the bibliography As well as the Brand Association Map and the Mood Board which should be in the Appendix. Please adhere to the rubric closely.
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