4.3.4 What is Your Strategy?We argu

4.3.4 What is Your Strategy?

We argue that to develop a strong personal brand, you need to have some kind of strategy. How well developed your strategy is depends on how far you want to develop your personal brand.

• Goal-oriented: We argue that it is very important for a person to have some kind of goals in their life. This give you a little extra motivation when you do boring and hard stuff. Goals can also help a person to feel satisfied and proud when you reach them. However, it is important to remember to always set new goals when you have reached one.

Maria Wetterstrand does not have any clear vision of what she will be doing in ten years. She says that she will not be in the parliament then since The Green Party has a rule that says that you should only be in the parliament three terms of offices (equals twelve years in Sweden). Further on, she hopes that her family life will be better and that her whole family will be able to live together at the same place (right now she lives in Stockholm and her husband in Finland) (M. Wetterstrand, personal communication 2005-11-23). She further on argues that she does not set any personal goals (M. Wetterstrand, personal communication 2005-12-06).

Shan Atci says that in ten years he will still work within the entertainment industry and he hopes that he will still be happy. He argues that he has high expectations and that he put a lot of pressure on himself. Shan Atci also says that he always sets different goals to strive for and when he has reached his goals, he sets new ones. His goal with his personal brand is that people should recognize him. He wants people to know what he stands for and what his jokes are about (S. Atci, personal communication 2005-11-22).

Dan Lexö says that in ten years, he will still work within the restaurant industry and he wants to be “a cosy old man in Gothenburg”. Dan Lexö has always set goals for himself. When he set a goal for something, he makes sure that he will reach them in some way. If the planned way is not suitable, he will find another way to reach his goal (D. Lexö, personal communication 2005-12-01). We believe that this is also included in his motto which was that “All ideas are able to become viable”.

David Lega claims that he, as a former athlete, is very goal-oriented and he always has new goals that he wants to achieve. For him it is not important to be best at something, but to be better than before. He argues that you should use both long term goals and short term goals, since you need something to strive for and also something to feel good and proud of. He believes that you should check once a week if you have succeeded or failed with your goals (D. Lega, personal communication 2005-12-04). We argue that David Lega has a very good viewpoint on goals and how to set them. We think that if more people could learn to set goals that would mean to compete only against yourself, more people would probably be happier. He also seems to have the ability to set goals that are achievable, which is very important! (It is not fun to only have goals that you will never be able to reach).

Gustav Fridolin claims that he does barely know anything about what he will do in the future. The only thing that he seems to know for sure is that he will wind down a bit. He further says that his goals with his personal brand is that people should listen to him and what he has to say (G. Fridolin, personal communication 2005-12-16). We believe that if Gustav Fridolin wants to further develop his personal brand, he needs to know more specifically what he want to accomplish with it and what he will do in the future. Otherwise he will not know where he is heading.

Both Shan Atci, Dan Lexö and David Lega set a lot of different goals for themselves and when they have set a goal, they make sure that they fulfil them. If one way is not the solution, they will find another way. We believe that personal goals can help you to achieve results that you might not have reached otherwise. Personal goals can give you guidelines when you make different decisions and when you fulfil a goal you feel satisfied and proud of yourself. Therefore we think that Maria Wetterstrand should also set personal goals. It does not have to be large ones; it is enough with small goals.

• Focus: To stay focused will help you to reach your goals faster. If you are unfocused you might miss a lot of opportunities and free rides to your goal.

Maria Wetterstrand is very focused on her job and tries to get her ideas come true. We argue that focus can help you to reach your personal goals, but since Maria Wetterstrand does not have any personal goals she cannot focus on this. Instead she is focused on her values and beliefs and to do a good job.

Shan Atci is very accurate when he chooses companies and organizations that he works for. He always wants them to represent those values that he stands for so that he can be able to stand for what he has done (S. Atci, personal communication
2005-11-22). We argue that this is his way to stay focused on what he does and by working this way, the surrounding is able to see a united and focused picture of him.

When Dan Lexö has set a goal, he is very thorough with fulfilling them and he is very focused on his way to reach his goals. Many of Dan Lexö’s ideas are perceived by others as unattainable and therefore he has to work harder and stay more focused to reach his goals and prove to others that it was possible (D. Lexö, personal communication 2005-12-01).

David Lega claims that he is very focused on what he does but that he has more long term goals and has a more long term focus today than he used to have (D. Lega, personal communication 2005-12-04). We believe that David Lega has sometimes the same problems as Dan Lexö has; that people believe that his goals are impossible to reach and therefore, he also needs to be very focused to prove that they are wrong.

Gustav Fridolin seems to be very focused on his job and to achieve results in those questions that he works for. Since he does not have any personal goals in his life, he is not focused on them. Instead he seems to be focused on what he does now.

All our interview participants are very focused and clear about what they do and what they stand for. We argue that there is a strong link between goal-oriented and focus. The goals are the final stage and focused is what you should be when you strive to achieve your goals.

• Visibility: We argue that within the area of personal branding, visibility is very important because if you are not visible you do not exist in other people’s minds and people forget very easily. Both branding and personal branding are all about how other people perceive you and your brand, so for them to have an opinion of who you are, you need to be visible.

Since Mara Wetterstrand is one of the spokespersons in a party, she is regularly visible in different medias like TV, magazines, newspapers, The Green Party’s webpage and so on. Next year when there is an election in Sweden she will be highly visible. We think that the visibility that she receives from The Green Party helps her to sustain her strong personal brand.

Shan Atci can be seen on TV and in different magazines. We argue that the success with the TV show Stockholm Live has given him a lot of visibility. We further on believe that his background from the suburb and his values has helped him to distinguish himself from other stand up comedians and thereby he has also received more attention.

Dan Lexö is well-known in the restaurant industry and in the western part of south Sweden. He is the manager of eight restaurants in different parts of Sweden and he has an own column in the newspaper ‘Göteborgsposten’ and he is ‘Radio Match chef’ every Friday on the radio station Radio Match (D. Lexö, personal communication 2005-12-01). Team Lexö also has a webpage where Dan Lexö is highly visible. We believe that Dan Lexö is well aware of how important it is to be visible in order to sustain a strong personal brand. He is visible both to the restaurant industry but also to the general public via the radio show and his column in the newspaper.

David Lega has received a lot of visibility after his successes with swimming. Today he has received a lot of different prizes concerning lecturing. He has always been thorough with in what occasions that he is visible. David Lega further says that he has turned down a lot of different offerings just because he is careful with how he is visible to the public. He only wants to be visible in positive occasions and those that are sport-related. He claims that it is important to be careful with this. Many people are so afraid that the will be forgotten that they are visible in all different kinds of situations, and this damage your image instead of strengthening it (D. Lega, personal communication 2005-12-04). We argue that David Lega has a very good attitude towards how he is visible. His carefulness with this implies how well aware he is of his personal brand and what messages that he communicates to others. This is something we argue that more people should adapt because this is a good way to control that you only send one united message. We argue that this shows that you are aware of that you have a strong personal brand and that you have a strategy for how you want to develop it.

Gustav Fridolin is visible through The Green Party’s homepage and through TV where he often give comments about different things that has happened. He also writes articles in different magazines. We believe that Gustav Fridolin is a person that is recognised by many people, but not many people really knows who he is and what values that he stands for. To achieve this, he needs to be more visible.

Hasil (Bahasa Indonesia) 1:

4.3.4 Apakah Anda strategi?Kami berpendapat bahwa untuk mengembangkan merek pribadi yang kuat, Anda perlu memiliki beberapa jenis strategi. Seberapa baik dikembangkan strategi Anda adalah tergantung pada seberapa jauh Anda ingin mengembangkan merek pribadi Anda.• Berorientasi pada tujuan: kami berpendapat bahwa itu sangat penting bagi seseorang untuk memiliki semacam tujuan dalam hidup mereka. Ini memberi Anda sedikit motivasi tambahan ketika Anda melakukan hal-hal yang membosankan dan sulit. Tujuan juga dapat membantu seseorang merasa puas dan bangga ketika Anda mencapai mereka. Namun, sangat penting untuk mengingat untuk selalu menetapkan tujuan baru ketika Anda telah mencapai satu.Maria Wetterstrand tidak memiliki visi yang jelas tentang apa yang akan ia lakukan dalam sepuluh tahun. Dia mengatakan bahwa dia tidak akan di Parlemen kemudian karena Partai Hijau memiliki aturan yang mengatakan bahwa Anda hanya harus di Parlemen tiga istilah kantor (sama dengan dua belas tahun di Swedia). Lebih lanjut, ia berharap bahwa kehidupan keluarganya akan lebih baik dan bahwa seluruh keluarganya dapat hidup bersama di tempat yang sama (sekarang dia tinggal di Stockholm) dan suaminya di Finlandia (M. Wetterstrand, komunikasi pribadi 2005-11-23). Dia lebih lanjut pada dengan berpendapat bahwa dia tidak menetapkan cita-cita pribadi apapun (M. Wetterstrand, komunikasi pribadi 2005-12-06).Shan Atci says that in ten years he will still work within the entertainment industry and he hopes that he will still be happy. He argues that he has high expectations and that he put a lot of pressure on himself. Shan Atci also says that he always sets different goals to strive for and when he has reached his goals, he sets new ones. His goal with his personal brand is that people should recognize him. He wants people to know what he stands for and what his jokes are about (S. Atci, personal communication 2005-11-22).Dan Lexö says that in ten years, he will still work within the restaurant industry and he wants to be “a cosy old man in Gothenburg”. Dan Lexö has always set goals for himself. When he set a goal for something, he makes sure that he will reach them in some way. If the planned way is not suitable, he will find another way to reach his goal (D. Lexö, personal communication 2005-12-01). We believe that this is also included in his motto which was that “All ideas are able to become viable”.David Lega claims that he, as a former athlete, is very goal-oriented and he always has new goals that he wants to achieve. For him it is not important to be best at something, but to be better than before. He argues that you should use both long term goals and short term goals, since you need something to strive for and also something to feel good and proud of. He believes that you should check once a week if you have succeeded or failed with your goals (D. Lega, personal communication 2005-12-04). We argue that David Lega has a very good viewpoint on goals and how to set them. We think that if more people could learn to set goals that would mean to compete only against yourself, more people would probably be happier. He also seems to have the ability to set goals that are achievable, which is very important! (It is not fun to only have goals that you will never be able to reach).Gustav Fridolin claims that he does barely know anything about what he will do in the future. The only thing that he seems to know for sure is that he will wind down a bit. He further says that his goals with his personal brand is that people should listen to him and what he has to say (G. Fridolin, personal communication 2005-12-16). We believe that if Gustav Fridolin wants to further develop his personal brand, he needs to know more specifically what he want to accomplish with it and what he will do in the future. Otherwise he will not know where he is heading.Both Shan Atci, Dan Lexö and David Lega set a lot of different goals for themselves and when they have set a goal, they make sure that they fulfil them. If one way is not the solution, they will find another way. We believe that personal goals can help you to achieve results that you might not have reached otherwise. Personal goals can give you guidelines when you make different decisions and when you fulfil a goal you feel satisfied and proud of yourself. Therefore we think that Maria Wetterstrand should also set personal goals. It does not have to be large ones; it is enough with small goals.• Focus: To stay focused will help you to reach your goals faster. If you are unfocused you might miss a lot of opportunities and free rides to your goal.Maria Wetterstrand is very focused on her job and tries to get her ideas come true. We argue that focus can help you to reach your personal goals, but since Maria Wetterstrand does not have any personal goals she cannot focus on this. Instead she is focused on her values and beliefs and to do a good job.Shan Atci is very accurate when he chooses companies and organizations that he works for. He always wants them to represent those values that he stands for so that he can be able to stand for what he has done (S. Atci, personal communication2005-11-22). We argue that this is his way to stay focused on what he does and by working this way, the surrounding is able to see a united and focused picture of him.When Dan Lexö has set a goal, he is very thorough with fulfilling them and he is very focused on his way to reach his goals. Many of Dan Lexö’s ideas are perceived by others as unattainable and therefore he has to work harder and stay more focused to reach his goals and prove to others that it was possible (D. Lexö, personal communication 2005-12-01).David Lega claims that he is very focused on what he does but that he has more long term goals and has a more long term focus today than he used to have (D. Lega, personal communication 2005-12-04). We believe that David Lega has sometimes the same problems as Dan Lexö has; that people believe that his goals are impossible to reach and therefore, he also needs to be very focused to prove that they are wrong.Gustav Fridolin seems to be very focused on his job and to achieve results in those questions that he works for. Since he does not have any personal goals in his life, he is not focused on them. Instead he seems to be focused on what he does now.All our interview participants are very focused and clear about what they do and what they stand for. We argue that there is a strong link between goal-oriented and focus. The goals are the final stage and focused is what you should be when you strive to achieve your goals.• Visibility: We argue that within the area of personal branding, visibility is very important because if you are not visible you do not exist in other people’s minds and people forget very easily. Both branding and personal branding are all about how other people perceive you and your brand, so for them to have an opinion of who you are, you need to be visible.
Since Mara Wetterstrand is one of the spokespersons in a party, she is regularly visible in different medias like TV, magazines, newspapers, The Green Party’s webpage and so on. Next year when there is an election in Sweden she will be highly visible. We think that the visibility that she receives from The Green Party helps her to sustain her strong personal brand.

Shan Atci can be seen on TV and in different magazines. We argue that the success with the TV show Stockholm Live has given him a lot of visibility. We further on believe that his background from the suburb and his values has helped him to distinguish himself from other stand up comedians and thereby he has also received more attention.

Dan Lexö is well-known in the restaurant industry and in the western part of south Sweden. He is the manager of eight restaurants in different parts of Sweden and he has an own column in the newspaper ‘Göteborgsposten’ and he is ‘Radio Match chef’ every Friday on the radio station Radio Match (D. Lexö, personal communication 2005-12-01). Team Lexö also has a webpage where Dan Lexö is highly visible. We believe that Dan Lexö is well aware of how important it is to be visible in order to sustain a strong personal brand. He is visible both to the restaurant industry but also to the general public via the radio show and his column in the newspaper.

David Lega has received a lot of visibility after his successes with swimming. Today he has received a lot of different prizes concerning lecturing. He has always been thorough with in what occasions that he is visible. David Lega further says that he has turned down a lot of different offerings just because he is careful with how he is visible to the public. He only wants to be visible in positive occasions and those that are sport-related. He claims that it is important to be careful with this. Many people are so afraid that the will be forgotten that they are visible in all different kinds of situations, and this damage your image instead of strengthening it (D. Lega, personal communication 2005-12-04). We argue that David Lega has a very good attitude towards how he is visible. His carefulness with this implies how well aware he is of his personal brand and what messages that he communicates to others. This is something we argue that more people should adapt because this is a good way to control that you only send one united message. We argue that this shows that you are aware of that you have a strong personal brand and that you have a strategy for how you want to develop it.

Gustav Fridolin is visible through The Green Party’s homepage and through TV where he often give comments about different things that has happened. He also writes articles in different magazines. We believe that Gustav Fridolin is a person that is recognised by many people, but not many people really knows who he is and what values that he stands for. To achieve this, he needs to be more visible.