- Valoria launches „The Power of the Personal Brand 2017”, the first perception survey on the importance of the personal brand in the Romanian business environment.
- The international personality that inspires most of the respondents by the way they build their personal brand is Richard Branson, the entrepreneur, followed closely by two other exceptional international personalities – Tony Robbins and Barack Obama.
„Through this study, we aimed to find out what is the importance of the personal brand in the Romanian business environment. We also wanted to find out how many respondents consistently and proactively build their personal brand, which are the main channels of communication of the personal brand, which are the benefits associated with building the personal brand in the respondents’ opinion, which personalities are nominated as models on the international stage. As far as we know, it is the first such initiative in Romania. We will consolidate it through new studies and quality content on this vital issue”, says Elena Badea, Managing Partner Valoria, co-author of the study.
How many do consistently build their own brand?
Only 32% of respondents say they have a consistent and proactive approach to building their own brand. The remaining 68% adds to those who have one-off, opportunistic approaches or, on the contrary, do not manage their brand in any way; 65% of them do not think they are likely to start doing so within the next 6-12 months.
Those who have not chosen to build their personal brand so far are saying that the main reason is that they do not have time for this activity (25%), it is not a priority for them (19%) or they did not think about it (14%).
On the other hand, only 26% of respondents who are already building their personal brand say they have been doing this for over 10 years. Most of them (38%) have been working on their personal brand for 1-3 years, and 21% have been building their personal brand for 4-7 years.
How do they build their own brand?
56% of respondents firstly communicate their business experience and relevant skills to build their own brand, but 54% consider communication of their values as the most important part of this approach.
It is important that 40% of respondents say they do not have a personal brand development strategy but want to develop such a strategy soon. Of the 10% respondents have a strategy but do not apply it, 4% do not have and will not develop one, and 9% say that is not the case.
The channels used for public communication of the personal brand are dominated by LinkedIn (59%) and Facebook (53%). On the third place are the events that give the opportunity for public speaking (38%). The personal blog appears on the last place with only 12%.
Which areas do you address for differentiating your personal brand?
The main 5 major areas, besides the profession, which are chosen to communicate the personal brand, are the following: the social field (52%), education (50%), entrepreneurship (49%), culture (24%) and innovation (22% ).
Even if 27% of respondents say they have a process to help them identify the topics that are relevant to the development of the personal brand, of which 7% do not yet apply it, the remaining 73% say they do not have such a process and only 36% work on that.
What benefits and indicators do you attach to the personal brand?
The most important three benefits derived from having a strong personal brand are: recognition and visibility (67% of respondents), the fact that its development is part of the professional development strategy (for 66% of respondents), but also the increase in employability on the labor market (for 41% of respondents).
Of the performance indicators used to track / measure progress in building the personal brand, the number of press releases is used by only 16% of the respondents, with the number of new business contacts being the number one indicator. Although the number of business contacts is a networking indicator, it is indirectly used to indicate the strength of the personal brand.
Who do they work with on their personal brand?
Only 18% of respondents allocated a monthly budget for activities that would lead to personal branding. Most respondents (37%) who allocate such a budget are 34-49 years old, which corresponds to a very active stage in the professional life, as in the case of the 25-33 years old who also responded positively (36%).
Most respondents (47%) say they would work with a specialized consultant, 35% would consult with friends that are more advanced in this process, and 33% would work with an executive coach or a life coach. Only 24% say they would like to receive support from a marketing professional.
Unfortunately, 49% of respondents did not participate in any personal branding training in the last three years (2013-2016). Only 18% say they have participated in such training during this time, 14% participated in two sessions of training, 10% in three, and 9% in over 3 sessions of training.
„The personal brand is what, and how we communicate who we are. It is the management of the others’ perception about you, after you have communicated who you are. Your personal brand influences relationships with others and facilitates adherence to the values you support through your opinions and projects. It’s about how you deal with others, how you talk, how you dress, what you post on LinkedIn or what you like on Facebook. Through this study we wanted to find out what is the level of awareness in Romania and the importance attached to all these aspects of personal branding. I am confident that through this study we emphasize not only the importance of the subject, but we also put forward a content of value”, Constantin Măgdălina, Expert Trends and Emerging Technologies, co-author of the study.
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The present study by Valoria analyses the perceptions of managers and executives about the importance and benefits of personal branding in the Romanian business environment. The CAWI (Computer Assisted Web Interviewing) method has been used to perform the study with relevant sampling on population age segments. The 1500 responses were collected between 10 April and 19 June 2017, mainly from urban respondents aged between 18 and 55+. 13% of respondents come from companies with a turnover of more than EUR 100 million, 7% of companies with a turnover of EUR 50-100 million, 15% of companies with a turnover of EUR 10-50 million, 25% with turnover between 1-10 million EUR and 39% under 1 million EUR turnover. 69% of respondents are employed full-time, 28% have their own firm, 8% are self-employed, the difference is represented by respondents with other types of situations on the labor market.
Valoria Business Solutions is a consulting, training, and coaching company. The mission of the company is to transform the potential of teams and organizations. Competence, trust, innovation, and passion are the values that we support through everything we do. We believe in people and their aspiration of personal and professional fulfillment and their desire to accelerate their potential. Learn more about us on: www.valoria.ro.