600 MEMBERS STRONG
Your
Personal
Leadership
Brand
www.cognitomedia.com
…
•A name, term, design,
symbol, or any other feature
that identifies one seller's
product distinct from those of
other sellers
What is a brand?
…
•A distinctive, durable
perception of an image in the
mind of the consumer
…
•The emotional and
psychological relationship you
have with your customers
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The external part of a company’s identity is
how well it connects and relates to others. The
better it knows itself and what it stands for,
the better it connects with everyone who
comes in contact with the brand.
United We Brand by Mike Moser
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Put it to Work
At your table, discuss the following:
• Which brands have high brand equity(premium
price)?
• What are some everyday examples?
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Benefits of branding
1
Memorability
2
Loyalty
3
Familiarity
4
Premium image/ premium price
5
Lower marketing expenses
6
Uncertainty reduction for buyer
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© SuiteTrack LLC. All rights reserved.
What if you think of yourself as a brand?
Your personal brand is your reputation
…
Reputation is your most
An important strategy for your
important business
path to power is to build your
asset
reputation and image
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The single most powerful thing you can do for
your career is to lay the groundwork for an
attractive personal reputation
Career Warfare by David D’Alessandro
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Other personal brand definitions:
1
Your “position in someone’s mind”
2
Your public image
3
Your legend
4
Your character and what you stand for
5
The sum total of what you say and what you do
6
What people know or hear about you
7
Your “contract” with the “buyer”
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© SuiteTrack LLC. All rights reserved.
The “Personal” Branding Continuum
“There is no substitute for you”
“I prefer to use you”
“I will use you”
“I decide whether
or not I like you”
“I will try you”
“I know you”
Insistence
Loyalty
Acceptance
Evaluation
Trial
Awareness
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Your job? Move to insistence.
Put it to Work
At your table, identify and discuss someone at Shaw
who has built a strong reputation (image/brand)
Ask yourselves the following questions:
• What is her/his reputation?
• What have been the benefits to him/her of
this reputation?
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Three steps to a great leadership brand
Build/clarify your brand image
Communicate your brand
Protect your brand value
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Build a leadership brand
• How do you see yourself?
• How do others see you?
• Are the images the same?
• Are they what you want?
• Do they create brand equity for you?
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Put it to Work
• Write down 5 adjectives or phrases that describe
you
• Now write down 5 adjectives or phrases that
your manager would use to describe you
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Clarify Your Brand Image: The Primary Elements
1
2
• What you like to do/ do best
• Your life experiences
• Your personal style
3
4
• What holds meaning for you
• Your core (brand) values
16
5
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Industry
What you like
to do /
Function
What you do
best
Other
What do you not like to do?
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Events
Your Life
Experiences
Challenges
Accomplishments
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Physical presence
Your Brand
Personality and
Personality
Style
Unique characteristics
Try to avoid “The Excessive Need to be Me”
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Opinions are formed quickly
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Put it to Work
Brand personality adjectives:
• Using the handout sheet, check 8-10 adjectives
that describe you
• Now, narrow that to 4 and explain why they
are part of your brand personality
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Happiness should be part of
your brand…why?
Meaning
If you feel there is meaning
in your work and your life, you
will be happier and more
engaged
Meaning provides the
motivation for our lives
• Leaders focused on “meaning:” less concerned with meeting
others’ expectations/ more willing to step out of comfort zone
• The difference between success and failure as a leader?
Engagement.
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Where does happiness come from?
Where
Genetic disposition
does
happiness
come
from?
Conditions of your current life
Voluntary activities you choose
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Define 9 key
areas of your life
What does life-time success
look like in each area? (handout:10 min.)
Career
Family
Health
Friends
Finances
Hobbies
…
…
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LLC. All rights reserved.
Sample key areas:
Career
Spirituality
Relationship
Learning
Family
Finances
Health
Religion
Friends
Hobbies
Community
---
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Put it to Work (10 minutes)
 Plot each key area and your
Rate yourself on how you are
performance on your spider
currently performing in your
web and draw a line
key areas
between the dots (handout)
5=Excellent
4=Very good
3=Okay
 As homework, plot where
2=Marginal
you would like to be in each
1=Disaster
of these areas in 5 years
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The spider web
Career
5=Excellent
4=Very good
Adventure
3=Okay
Relationship
2=Marginal
1=Disaster
Family
Finances
Health
Spirituality
Community
Score on a scale of 1-5 where 5 is the best you would ever aspire to
Friends
3-4 values that define you
Core Brand
Values
Expressed in daily decisions
• Without stated core brand
values, it’s too easy to be
what you’re not
How we view things affects how we do things
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Leaders are scrutinized more
closely
Your Core
(Brand) Values
Leaders are expected to
stand up for their beliefs
Good leaders model the
values they expect of
others/ inspire shared vision
What are the values and beliefs that you stand up for?
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Put it to Work (10 minutes)
• Take a few moments to
think about what you
value (from Developing
Authenticity Values
Worksheet)
• Put a check mark by
those values that you
identify with
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•Next, narrow to the three
values that matter most to
you (discuss at your table)
•Finally, determine how
these are part of your
brand
Communicate Your Brand
• Think of a simple, clear message that reflects
1
your brand
• Use your personality traits and values to craft a
2
brand message
• Network and build relationships: Use others to
3
communicate your brand
• Be the expert: get your content out there
4
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A Core Brand Message
• Communicates the essence of your brand
• Key message that a company will be
communicating to all of its audiences
• Effective core brand messages reflects the reality
of the brand (not what you want it to be)
Core Brand Message Examples
Constant
Tenacity
Perseverance
improvement
(Timex:”Takes
(Citibank:”The
(Avis: “We try
licking & keeps
Citi never
harder”)
on ticking”)
sleeps”)
Homework
Take a few minutes on your own to jot down some
ideas about what your core brand message would
be using the brand elements we have discussed so
far
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Your manager, your clients and others close to
you are the co-authors of your brand
•Make sure they know the reputation you’re trying
to convey
•Understand what they want from you
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Windows of opportunity to enhance your brand
• New job
• New manager/supervisor
• New assignment
• New team
• Geographic relocation
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Protect your brand
• Make sure your brand message is believable
1
coming from you:
• Make choices that are consistent with your
2
brand
• Make sure visible social media is consistent
3
with your career brand
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Which public figures have not protected their
brands?
•
•
•
•
•
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
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What is your company’s leadership brand?
What is dominant, observable, and rewarded?
What is your
Hasschool’s
it changed in the past few years?
leadership
brand?
Does it align with yours?
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Research: Stereotypical gender differences in
brands
Men
•
•
•
•
Action oriented
Assertive
Directive
Seek new opportunities
even if aren’t ready
• Risk takers
Women
•
•
•
•
Emotional
Nurturing
Collaborative
Reluctant to seek new
opportunities
• Risk avoiders
In reality, there are more differences between individuals
than genders
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The Double
Bind
Dilemma
Women leaders are perceived as
competent or likable but rarely both
The Heidi Roizen Case: a case in point
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Strategies for overcoming the Double Bind
Dilemma
• Make sure your brand is clear to avoid stereotyping
• Show your competence but keep your values
• Address assumptions about women
• Others?
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Put it to Work  7-4-2
1. Individual Exercise:
identify the top 7
characteristics that you think a great leader
exhibits
2. Table Exercise:
2. Reach consensus as a team of the top 4
characteristics
3. Name 2 leaders who exhibit(ed) all or most of the
chosen four characteristics
43
Typical Leadership Strengths
Independent
Courageous
Forwardlooking
Intelligent
Loyal
Inspiring
Fair-minded
Broad-minded
Consistent
Honest
Supportive
Straightforward
Mature
Dependable
Competent
Cooperative
Self-controlled
Imaginative
Caring
Determined
Ambitious
Creative
Self-aware
Reflective
Research Results: 4 most admired traits of a
leader
1
Honest
2
Forward-looking
3
Inspiring
4
Competent
Source: Kouzes & Pozner, The Leadership Challenge
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A Personal Leadership Credo
Describes your
Can be shared
Sets forth
values and
with those
expectations
beliefs as a
around you
others can
leader
have of you
A Leadership Credo Example
•
My responsibility is to do the best job possible in order to make the company and
my team successful.
•
Leadership development (at all levels) is an important role for me as well; I will
commit to being visible and accessible.
•
We need to show people that we care about them – I believe in strong and timely
communication and recognizing and rewarding people for their hard work.
•
I believe that a diverse workforce is a strong workforce and produces better results
•
I believe in “psychological safety,” trust and 360 degree feedback. My door is
always open.
•
I believe in the importance of having fun while we work – we spend more of our
waking hours at work than anywhere else. If you are happy with your job and your
career, you will produce better results.
•
I believe in creating a team without internal competition – we have enough
competition externally without having it internally as well.
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Put it to Work (10 minutes)
• Take a few moments to
think about what you
would put in your
leadership credo and jot
those thoughts down
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• Next, write at least six
bullet points to start
your leadership credo
Put it to Work
• Find one or more participants who know you and
gather in groups of two or three.
• Ask the others what 5 adjectives or bullet points
they would use to describe you.
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What is coming next?
• WIN Communities
• Live session – Power of a
Woman’s Voice (Sept)
Join WIN to get invitations to events:
• win.shawinc.com
(Chrome browser!)
• Text your email address to
(706) 229-8699