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MMK280 Brand Management T2, 2020 Developing Your Experience Portfolio & Building Your Personal Brand Details Name: Amanda Rachel Pais ID: 216296979 Course: Bachelor of Commerce Major(s): Human Resource Management Campus: Burwood Seminar: Wednesday 4pm Developing Your Experience Portfolio & Building your Personal Brand Employability Assignment Submission Details DUE DATE AND TIME:Week 7, Thursday 03 September, 20.00 (8:00pm) AEST INDIVIDUAL ASSIGNMENT:Individual Completion WORD LIMIT:Up to 1,500 words (does not include pre-existing content e.g., instructions) PERCENTAGE OF FINAL GRADE:20% HURDLE DETAILS:Not applicable If you own your own business, please contact the Unit Chair prior to commencing this assignment Please submit the completed workbook on September 03 @ 4.00pm to the dropbox. Weekly submissions are not required. Learning Outcome Details Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO) ULO 2: Understand and reflect on how brand theories and frameworks can be developed and effectively leveraged to improve business and/or personal outcomes. GLO6: Self-management GLO8: Global citizenship ULO 4: Understand the strategic importance and sustainability of branding in different environments and contexts. GLO8: Global citizenship ASSESSMENT FEEDBACK Students who submit their work by the due date will receive their marks and feedback on CloudDeakin before the end of trimester. Prior to submission, remove all questions and instructions leaving only the major headings. Failing to do so will inflate your Turnitin similarity index. Table of Contents Weeks 1 and 2: Personal Brand and Experience Portfolio Development5 1. Personal Values, Qualities and Skills5 Weeks 3 and 4: Pathway to the Pinnacle of Personal Brand Resonance11 2. Personal Branding and the Customer-Based Brand Equity Pyramid (Resonance Model)11 Week 5: Employment Advertisement Analysis14 3. Aligning your Experience Portfolio with Industry Standards14 Week 6 and 7: Reflection on your Experience Portfolio17 4. Personal Brand and Experience Strategy Development17 Appendix 1: Job Advertisements Screenshot19 MMK280 Assignment 1: Employability – Developing Your Experience Portfolio & Building your Personal Brand Page 9 of 23 Updated 20 June, 2020 Weeks 1 and 2: Personal Brand and Experience Portfolio Development “Personal brand is all about taking ownership of your own career. It starts with creating a statement that captures what you wish to be known for by those you work with. It should reflect your personal values and strengths – the unique essence of who you are and what you have to offer” (EY, 2017). 1. Personal Values, Qualities and Skills At the most basic level, every product, service or experience is made up of many different attributes – those attributes are the key characteristics that define its identity. Your personal brand too is composed of many different attributes that are uniquely ascribed to self. This task is designed to assist in identifying your core values, qualities and skills that you want to highlight and is the first building block to creating a solid foundation for the rest of your personal brand identity. 1. The purpose of this task is to reflect on one’s self and help you identify your personal values, qualities and skills at this point in time. Select ALL the key words in Table 1 by clicking on the box that most resonate (importance) with you from the list below. Feel free to add any other words that are not listed. It is important to identify all the relevant key words as this will assist in completing weeks 3 and 4 task. Table 1: Personal Values, Qualities and Skills ☐ Action-oriented ☒ Compassion ☒ Engagement ☐ Guidance ☒ Maturity ☒ Prosperity ☐Sensitivity ☒Variety ☒ Accomplishment ☒ Competence ☒ Enjoyment ☒ Happiness ☐ Maximising ☒Punctuality ☒ Sharing ☒ Versatile ☒ Accountability ☐ Competitive ☒ Enthusiasm ☒ Hardworking Meaning ☐ Pursue ☒Significance ☒ Victory ☐ Accuracy ☒ Completion Entrepreneurialism ☒ Health ☒ Merit ☒ Quality ☐ Simplicity ☒ Vision ☒ Achievement ☐ Composure ☒ Equality ☒ Helpful ☒ Meticulous ☒ Quality of work ☐ Sincerity ☒ Warm ☒ Adaptability ☐ Comprehensive ☒ Equitable ☐ History ☐ Mindfulness ☐ Quirky ☒Skill ☐ Wealth ☒ Advancement ☐ Confident ☒ Ethical ☒ Honesty ☒ Modesty ☒ Rational ☐ Smart ☒ Welcoming ☒ Adventure ☐ Conformity ☐ Expectations ☒ Hopeful ☒ Motivation ☒ Realistic ☒ Speed ☐ Winning ☒ Affection ☒ Considerate ☐ Excellence ☐ Humility ☐ Mystery ☒ Reason ☐ Spirituality ☒ Wisdom ☐ Affluence ☒ Consistency ☒ Excitement ☒ Humour ☒ Nerve ☒ Recognition ☒ Spontaneity ☒ Work ethic ☐ Agility ☒ Continuous improvement ☐ Experience ☒ Imaginative ☒ Networker ☐ Refined ☐ Stability ☒ Work life Balance ☐ Altruism ☐ Control ☐ Expertise ☐ Impact ☒ Open-minded ☐ Reflection ☐ Standardisation ☐ Others: ☒ Ambition ☐ Conviction ☒ Explore ☒ Impartial ☒ Optimistic ☒ Relationships ☒ Status ☐ ☒ Approachable ☒ Cooperation ☒ Expressive ☒ Improvement ☒ Organised ☒ Relaxed ☒ Strength ☐ ☐ Assertive ☒ Courage ☒ Extrovert ☒ Independence ☒ Originality ☒ Reliable ☒ Structure ☐ ☒ Attention to Detail ☐ Creativity ☒ Fairness ☐ Indispensable ☒ Passion ☒ Resilient ☐ Success ☐ Authority ☐ Credible ☐ Faith ☐ Individuality ☒ Patience ☒ Resolute ☐ Support ☐ Autonomy ☒ Critical Thinker ☒ Family ☐ Influence ☒ Peace ☒ Resolve ☒ Sustainability ☐ Balanced ☒ Curiosity ☐ Famous ☐ Innovative ☒ People person ☒ Resourcefulness ☒ Sympathy ☐ Beauty ☒ Decisive ☒ Fast-paced ☒ Inquisitive ☐ Perception ☒ Respect ☒ Synergy ☐ Being the Best ☒ Dependability ☐ Flair ☒ Insightful ☐ Perfection ☒ Respect for others ☒ Talent ☒ Belonging ☒ Dedication ☒ Flexibility ☒ Inspiration ☒ Performance ☒ Respect for the individual ☒ Team player ☒ Calmness ☒ Democratic ☒ Fluency ☒ Integrity ☒ Perseverance ☒ Responsibility ☒ Tech-savvy ☒ Capable ☒ Dependability ☒ Focus ☒ Intelligence ☒ Persistence ☒ Results ☒ Thorough ☒ Careful ☒ Determination ☐ Foresight ☐ Introvert ☒ Personal development ☒ Results-oriented ☒ Thoughtful ☒ Caring ☐ Differentiation ☒ Formal ☐ Intuitive ☒ Personal growth ☒ Reverence ☐ Timeliness ☒ Certainty ☒ Diligence ☒ Fortitude ☒ Joy ☐ Persuasive ☐ Rigour ☒ Timely ☒ Challenge ☒ Directness ☒ Forward-Thinking ☒ Justice ☒ Philanthropy ☒ Risk ☒ Tolerance ☒ Change ☐ Discipline ☒ Freedom ☒ Kindness ☒ Positive ☒ Risk-taking ☐ Traditional ☒ Character ☐ Discovery ☒ Fresh ideas ☒ Knowledge ☒ Potential ☐ Sacrifice ☒ Training ☒ Charity ☒ Diversity ☒ Friendly ☐ Leadership ☐ Powerful ☒ Safety ☒ Tranquillity ☒ Cheerful ☐ Dominance ☒ Fun ☒ Learning ☒ Practical ☐ Satisfaction ☒ Transparency ☒ Clarity ☒ Drive ☒ Generosity ☒ Level-headed ☒ Pragmatic ☒ Security ☒ Trust ☒ Clear-minded ☐ Dynamic ☐ Genius ☐ Liberty ☒ Precise ☐ Self-awareness ☒ Trustworthy ☒ Clever ☒ Eagerness ☒ Giving ☒ Lively ☒ Prepared ☒ Self-motivated ☒ Understanding ☒ Collaborative ☒ Education ☒ Global citizen ☒ Logic ☐ Pride ☐ Self-responsibility ☒ Uniqueness ☒ Commitment ☒ Effective ☒ Goodwill ☐ Longevity ☐ Proactive ☒ Self-directed ☒ Unity ☒ Common-sense ☐ Efficiency ☐ Grace ☒ Love ☒ Problem solver ☒ Selfless ☒ Universal ☒ Communicator ☒ Empathy ☒ Group-oriented ☐ Loyalty ☒ Professionalism ☒ Self-reliance ☒ Value ☒ Community ☒ Empowerment ☒ Growth ☐ Mastery ☒ Progress ☒ Sense of humour ☐ Value creation If you are unable to tick the boxes, highlight the key words. 2. From Table 1, rank your top five (5) personal values, qualities and skills in Table 2. Then demonstrate how you have achieved this attribute. Attempt to provide as much detail as possible. Table 2: Rank your Top 5 Personal Values, Qualities and Skills Rank Word Rationale – evidence of this skill 1 Hardworking I had no experience in the hospitality industry when I was recruited for my first job. So I had to learn many new things. Working in a restaurant you need to know the menu otherwise it's hard to sell customers dishes. So I had worked very hard on my first day and learned all the names of the dishes on the menu and on the second day I had learned all the ingredients needed to go into the dishes so that I wasn't behind and I could easily recommend the dishes to customers as they please. 2 Team player I have learned to collaborate with team members when working in a restaurant to get work done quicker and more effectively. I have discovered that by working in group assignments at the University, quality of work is so crucial, it is often more successful when more minds are put together. 3 Adaptable I had switched to the fast food industry and a lot of things were completely different compared to working at a restaurant. I had to learn to work and make decisions faster. I adapted to the environment easily as I made the effort to 4 Communicator 5 Self-reliant 3. Reflection: Using the above information (including information from the ‘Details’ table), write a Personal Summary in 30 words or less in Table 3. This can be challenging - it is a mere, short, single sentence or two, so make sure you have the right information to catch attention. The goal is to include your most distinctive features, so the reader or listener is intrigued and seeks more knowledge about you. Your statement can evolve overtime prior to submission. Table 3: Personal Brand Statement Personal Statement – No more than 30 words During my three year course and working part-time I have achieved my major strengths that include being hardworking, adaptable and helpful with good communication skills, self-reliant and a team player. Weeks 3 and 4: Pathway to the Pinnacle of Personal Brand Resonance Personal‐branding reflects how we want to be perceived by employers, potential employers, peers, and others; it is a major key to long‐term career success. Personal branding occurs when an individual develops and markets themselves in the same manner as a brand of a good, service or experience would be marketed. 2. Personal Branding and the Customer-Based Brand Equity Pyramid (Resonance Model) The concept underlying the Brand Equity Framework is one of building strong brands. To build a strong personal brand, you must shape how e.g., potential employers think and feel about you. You need to build and convey the right type of experiences around your brand which ultimately leads to positive thoughts, feelings, beliefs, perceptions and opinions about you. 4. Your task is to apply the CBBE model building blocks to assist in building your personal brand. a) Fill in the CBBE model (Figure 1) using key words which represent you as a brand (You can change the design if you wish e.g.,use boxes) b) Provide a narrative (discussion) to explain how you have developed your personal brand based on the words you have included in Figure 1. L LinkedIn, Engagement, Achievement, Realistic, Continuous Improvement, trustworthy, Self-reliance During my three year course and working part-time I have achieved my major strengths that include being hardworking, adaptable and helpful with good communication skills, self-reliant and a team player. Hardworking, Adaptability, Rational, Team player, Communicator Compassion,