Developing Your Personal Brand
Tracey Scotter
CIO Sheffield Teaching Hospitals
People have pre-conceptions of IT folk…
2
Surely this is marketing stuff and why would an IT person need a
personal brand?
•
•
•
•
•
•
You become an expert in your field through personal branding
It allows you to become a thought leader in your industry
Personal branding helps you with your career (or making more money)
Personal branding builds your authority
It helps you manage your online reputation
You become sought after for speaking engagements, authoring
opportunities, guest blog posts and more
• The media will turn to you as an expert in your field, giving you
opportunities to speak about your knowledge and expertise
3
What does it really mean?
•
•
•
•
•
Who you are?
What are you known for?
Why should people listen to you?
What are your strengths?
How do you help others?
4
A Personal Brand has 3 parts
Alignment is Critical
Axioms
What you believe
in
Assumptions
What people
think you
believe in
Actions
How you
behave
When not in unison you will be
viewed as unpredictable and even
the good you do may be seen as
manipulative
When in harmony, if people have
favourable assumptions about your
intentions even serious mistakes are
more easily forgiven
These 3 parts will be explored extensively in this
workshop
5
What we will cover today…
1. Looking in the mirror: How can you assess your
brand and unique characteristics?
2. Looking out the window: How do your peers
consider your brand and your unique characteristics
3. What are 5 tips you can use to reinvent yourself and
your brand now, to unleash and be recognised for
your distinct value?
6
PURPOSE
VERSATILITY
HISTORY
Your
BRAND
is shaped
by your
SOCIAL
STYLE
COMMUNICATION
7
Exercise 1: In Groups….Thinking of These Five Factors…..
Think about how these aspects have
helped you
Which of these has harmed your brand?
PURPOSE – the reason people follow you
PURPOSE – the reason people follow you
SOCIAL STYLE– the way people react to
you
SOCIAL STYLE– the way people react to
you
COMMUNICATION – the way people hear
you
COMMUNICATION – the way people hear
you
HISTORY – the way people evaluate you
HISTORY – the way people evaluate you
VERSALITY – the way people relate to you
VERSALITY – the way people relate to you
8
Brand Is Not Who You Say It Is:
It Is What They Say It Is
Let’s explore the Johari window to
better understand our relationship with
self and others and the impact on our
personal brand.
The Johari House has four rooms:
1. The part of ourselves that we see
and other’s see
2. The aspects that others see but
we are not aware of
3. The most mysterious room is
where the unconscious or
subconscious part of us is seen by
neither ourselves nor others
4. Our private space, which we know
but keep from others.
9
Johari Window
Known to self
Not Known to self
Known
to
others
Arena
Blind Spot
Façade
Unknown
Not
known
to
others
10
Exercise 2: Individual Exercise
Pick 5 or 6 adjectives from the list (next slide) and then choose 5 to 6 that your peers
would choose to describe you.
Place into the Open or Arena Quadrant. This quadrant represents traits of the
subjects that both you and your peers recognise
Same Adjectives
Selected only by
you
Place into the Hidden or Façade quadrant. This represents information
about you your peers are unaware of. It is then up to you to disclose this
information or not.
Selected only by
your peers
Unselected
adjectives
Place into the Blind Spot quadrant adjectives that are selected only by
Your peers.
This represents information that you are not aware of, but others
are.
Place into the Unknown quadrant. These behaviours or
motives are not recognised. One facet of interest in this area
Is our human potential.
Our potential is unknown to us, and others.
11
The Johari (and Dark Johari) Adjectives
adaptable
dependable
intelligent
patient
wise
intolerant
hostile
unhappy
brash
boastful
bold
energetic
knowledgeable
powerful
spontaneous
aloof
blasé
chaotic
impatient
weak
caring
friendly
logical
responsive
trustworthy
selfish
insensitive
passive
predictable
warm
Clever
helpful
mature
proud
unethical
unimaginative
dispassionate
timid
foolish
smart
confident
ingenious
organised
self-assertive
rash
irrational
inattentive
unhelpful
cynical
humourless
unreliable
inflexible
observant
quiet
sympathetic
12
What did you discover?
I want to do
this
exercise
with my
peers!
Blind
Spots?
Your brand
is not what
you say it
is?
Strengths?
Hidden
Potential?
13
Reinventing yourself
and your brand
Success depends on trust, success depends on
being aligned
14
Critical Actions for Building Trust
Being Seen
• Peer Promotion
• Demonstrate empathy
• Incident handling and communication
Producing
Results
• Tie projects to business KPIs
• Get out of the failure prevention business
• Be the arbiter between conflicting agendas
Being
Consistent
• Ensure what you say, what you do, and
what you measure/value in others is
consistent
• Manage conflicting priorities with integrity
• Use language that reinforces your brand
Clear
Communication • Be attentive to clues for how communication is
being perceived
15
Being aligned; Five Tips to Develop a Compelling Personal
Brand
1.
2.
3.
4.
5.
Sharpen your narrative
Rekindle old ties
Seize on an emerging trend
Learn one new skill
Start creating content
AND ONLY ON A FOUNDATION OF
16
The Golden Rules for Building Your Brand
 CIOs build a better brand by building trust
 Brand is not what you say it is, it’s what they
say it is
 Your personal brand matters, invest in it just
as you invest in your pension
 Use the 5 tips as tools to reinvent yourself
and your brand into a powerful asset to your
organisation
“Your brand is what people say about you when you’re not in the room”
- Jeff Bezos, Amazon
17