The Self-Employed Life 943: Peter Wilken – Unveiling the Power of Brand DNA
In this episode of The Self-Employed Life, I had the pleasure of speaking with Peter Wilkin, a branding expert, about the importance of understanding personal brand DNA. Peter shared valuable insights on the components of brand DNA, including role, beliefs, promise, benefits, spirit, and icons. He emphasized the significance of brand DNA as a compass that guides individuals through turbulent times in their self-employed businesses. Peter's concept of brand DNA as a life jacket in rough seas resonated with me, highlighting the importance of anchoring oneself in personal values and beliefs. Overall, the episode provided a compelling perspective on the role of brand DNA in navigating the complexities of personal branding and business success.
Peter, a veteran of the advertising golden era, led agencies for Ogilvy, Leo Burnett, and BBDO across global hubs. As Head of BBDO Asia Pacific, he oversaw 14 markets, shaping iconic brands like Coca-Cola and IBM. Now, through Dolphin Brand Strategy, he guides clients in brand and strategic planning, sharing insights from his book "Dim Sum Strategy" and speaking on unleashing creative thinking for impactful change. A family man based in Vancouver, Peter enjoys globetrotting, sports, and wildlife, especially otters, tigers, and, of course, dolphins.
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Everything you need can all be found at jeffreyshaw.com.
Peter Wilken, thank you so much for being here!
Remember, you might be in business FOR yourself but you are not in business BY yourself.
Be your best self. Be proud and keep changing the world.
Guest Contact –
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Peter Wilken on LinkedIn (@peterwilken)
Contact Jeffrey –
Valuable Resources–
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Host Jeffrey Shaw is a Small Business Consultant, Brand Management Consultant, Business Coach for Entrepreneurs, Keynote Speaker, TEDx Speaker and author of LINGO and The Self Employed Life (May 2021). Supporting self-employed business owners with business and personal development strategies they need to create sustainable success.