去年底，我有幸参与了一场沃顿北京校友会与宾大沃顿中国中心举办的「Another Perspective: Design, Innovation and Aspiration in Entrepreneurship」分享会，分享会邀请了4位卓越而独特的创业者，与沃顿商学院学生和校友分享消费升级时代的创业观点，传递创新、高感性与高体会的创业理念。在演讲中，我分享了我在探索个人品牌塑造中使用的工具方法，其实，我们每个人都有个人品牌，而大多数人并没有意识到：你的个人品牌在被谁定义？
“我们每个人都有个人品牌，并拥有且仅有两个选择：主动的定义，准确的向他人表达‘我是谁’。或者，被动的接受，被不同人贴上不同标签，由他人定义‘我是谁’。塑造个人品牌，就是掌握定义的主动权，帮助你成为想成为的人。”
我整理了我的演讲内容，分享给关注个人品牌打造的朋友：
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.
谢谢Michelle !（宾大沃顿北京校友会主席）各位好，我是苏浩。我是个人品牌服务平台「设己StoryU」的创始人，我们帮助创业者，企业管理者和自由职业者建立自己的个人品牌，并通过个人品牌实现更大的影响力。一般我会喜欢这样介绍自己：我是一个讲故事的人。
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.
今天嘉宾们演讲的主题都很有趣，还好我是最后一位，想象一下如果由我开始分享——“你希望世界如何认识你”，紧接着是Moya（Location Hunter秘境CEO），她分享的主题是“我属于看上去不会成功的人”。（笑）事实上，Moya不仅成功的建立了一个积极，自信，和充满能量的新时代女性领袖形象，也是我很尊重的一位朋友。我非常喜欢她的演讲，让我们再次为她鼓掌！
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.
我之前是一名公关人，你可能会联想到一个词，叫作“男公关”，但实际上我的工作和你想象的画面可能有些不同，我的工作大部分时间是在和团队一起想创意，做调研，策划campaign和活动，联络媒体和kol，写公关稿件等等。我服务过很多客户，从你能在每个711便利店买到的零食，到智能手机，到奢侈品腕表，到超豪华跑车。听起来，我的工作好像跨界了很多不同的领域，但其实对我来说，我一直就只在做一件事，一件我擅长的事，就是：讲一个打动你的故事。
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)
如果你在办公桌的抽屉里放了一盒加州巴旦木作为“加餐小零食”，而不是一袋奥利奥饼干，那我想是因为你相信坚果富含更多营养，对你的心脏健康有益，你相信这是一种更健康的生活方式；如果你选择了一辆宾利的超级跑车而不是兰博基尼，我猜你思考的不会是哪辆车开起来更快，而可能是你被宾利所倡导的“将本已非凡的人生，推向更伟大意义里程”的价值观所感染。又或者，是因为你已经有了一辆兰博基尼。（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?
回到我的演讲主题——“当人们提到你的名字，你希望他们想到什么？”其实我们可以把它换成另一个问题——“你是一个什么样的品牌？”让我们来做个小测试，现在，在你的脑海中想出3个形容词来描述你自己，是你最希望给他人留下的印象，记住这3个词语。之后，找5个你的朋友，或者你的同事，让他们用3个词来描述你最显著的特质，他们会给出与你所期待的答案吗？
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.
这是一个很简单但十分有趣的实验，我建议你们在活动之后都可以尝试，而且你会发现一个显著的答案。其实对于我们每个人来说，我们都拥有且仅有两个选择：主动的定义，准确的向他人表达‘我是谁’。或者，被动的接受，被不同人贴上不同标签，被他人定义‘我是谁’。这对于专业人士来说尤为重要，因为个人品牌所释放出的信息会影响他人对待你的方式。当他们被你的个人品牌所吸引，他们就会愿意接近和了解你。而当人们信任你的品牌的时候，他们就会愿意与你共事和来往。
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.
这也「设己StoryU」创立的原因，在为品牌做传播的经历中，我反复印证了这条定律——所有卖得好的产品都是从一个好的故事开始的；当我们把目光看向那些风口浪尖的人物时，你也会发现，讲好自己的故事，是在这个时代取得成功的关键，个人品牌不仅仅是为了出名，而是帮助在你和你的客户间建立信任的关系。
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.
所以接下来，我就会向你介绍一个我在开发的个人品牌打造工具——「人设House」，它可以帮助你快速建立你的个人品牌，并为你更持久的自我成长和自我管理提供指导。
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?
就像建筑设计师根据图纸修建房屋一样，我用“房间”的概念描述了塑造个人品牌过程中7个重要的部分。这7个模块从一个你可能会经常听到的问题开始：“你是谁？你怎么在这儿？”
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.
在我们回答这个问题的时候，我们思维的过程其实就是建立个人品牌的核心逻辑——“你是谁”代表了“你提供什么样的价值”，而你提供的价值就决定了“你将会帮助谁”——这就对应了人设House中最重要的3个房间，它们是：「初心」，「价值提供」和「目标受众」。
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」简单说，就是一条贯穿过去、现在、和将来的一条故事线，再平白一些说，也就是除了赚钱之外，你在做无论什么事业的原因。它反应了什么对你是最重要的，是什么在给你坚持的力量。这往往需要深度的自我察觉来得到答案，就像在仔细照镜子一样。初心对于这个时代的传播环境来说十分重要，是帮助我们与他人建立有效情感连接的关键，因为每个人都喜欢在心里问一个“为什么”。
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.
「价值提供」就是你的工作、核心业务，你聚焦的产业和领域，大多数情况也是你的专业、技能和经验，也就是，你在做什么来为他人提供帮助和价值。比如你是设计师，你为客户提供让人们过目不忘的广告作品，比如你是一家海淘电商的创始人，你通过你的产品帮助你的用户解决海外商品挑选和物流的需求。在你确定了自己的价值提供之后，就可以开始思考：我提供的价值是被哪些人需求的呢？我解决了他们的什么问题？他们都从事什么样的工作？多大年龄？他们有什么喜好？等等。这里的他们，就是你的「目标受众」。
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?
在完成了这3个概念的思考之后，你就可以开始归纳你的个人品牌陈述了，其实，就像写你的简历一样。我们可以通过一个案例来了解这个过程。就在2周前，我的一位学员问了我一个问题，他不知道该怎么塑造自己的个人品牌，他刚开始创业，身为创始人成立了一家专注于私人定制旅行的公司，希望通过建立个人品牌来推广自己的公司，也给公司带来差异化的竞争力。猜猜看这位朋友之前从事的是什么工作？他之前是一名有8年经验的电视台资深技术人员。刚开始我还以为自己听错了，特意又详细问他具体工作的内容是什么，他跟我说：就是处理电视信号在传输中的技术问题阿。好了，那我们来一起想一想，对于这位朋友来说，我们应该如何为他找到一条故事的主线，塑造出一个让客户会信任的定制旅行公司创始人的品牌呢？
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.
解决这个问题的核心，是把他的过往工程师的身份与定制旅行的事业有机的关联起来，来打造跨界的价值。而这个关联的核心，就是他自身的独特性——在和他的交流中，我发现他是一个很注重细节，语言和思维都很有条理的人，这也是典型的技术工程师的特征，在谈到旅行中，他也不断强调，所有的美好体验都一定源自细致精心的安排。这不就是出现了我们寻找的一条贯穿始终的故事线吗！
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.
所以我在他的人设House中写下了这些关键词作为梳理方向。「初心」：苛求完美。「价值提供」：极致细节的旅行计划。「目标受众」：追求生活品质和高体验感的自由行消费者。我也为他的个人品牌陈述拟了这样一个开场白：我是一个细节控的“旅行工程师”。
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.
当然，这只是塑造个人品牌的开始，但是我想说，这是一个好的开始。要让我们的个人品牌变得更有吸引力和说服力，我们还需要用到人设House中更多房间。你需要在你过往的故事中找到那些支撑你故事线的「相关经历」；在具体的故事中，积累能产生信任感的「信任背书」。比如刚刚提到的案例中，这位“旅行工程师”需要继续发掘的就是能展现他对细节苛求的故事，无论是作为一个技术工程师，还是旅行爱好者。在整理好你的故事和话题之后，你还需要「平台与媒介」来建立与你的目标受众的联系，他们会怎么认识你？你又会如何讲自己的故事？
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.
最后一个房间叫做「目标印象」，它与你的形象有关，简单的说，就是当人们想到你，脑海里出现的那个画面。这个画面往往由“第一印象”奠定基调，科普一个小常识，形成第一印象只需要6-10秒，但如果这个印象并不是你期待展示的画面，你可能需要数月的时间才能改变这个认知。
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.
这就是我今天想和大家分享的关于打造个人品牌的心得和方法。我们每个人都有自己的个人品牌，我们应该去主动的塑造它。作为创业者和创始人，你的个人品牌也会为你的企业品牌注入独特的吸引力，和独一无二的竞争优势。希望今天的分享能给各位带来个人品牌打造方面的启迪，也相信这间看似简单的小房子会给你带来不一样的人生。谢谢！
我和沃顿北京校友会主席Michelle Liu
欢迎同样关注个人品牌打造的朋友和我联系：stroytellingu
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