600 members strong. your personal leadership brand

600 MEMBERS STRONG

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Your PersonalLeadershipBrand

What is a brand?

…

• A name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers

© SuiteTrack LLC. All rights reserved.

…

• A distinctive, durable perception of an image in the mind of the consumer

…

• The emotional and psychological relationship you have with your customers

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


Put it to Work

At your table, discuss the following:

• Which brands have high brand equity(premium price)?

• What are some everyday examples?


Benefits of branding

Memorability 1

Loyalty 2

Familiarity3

Premium image/ premium price4

Lower marketing expenses5

Uncertainty reduction for buyer6

© SuiteTrack LLC All rights reserved


What if you think of yourself as a brand?

Your personal brand is your reputation

Reputation is your most

important business

asset

…

An important strategy for your

path to power is to build your

reputation and image


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


Other personal brand definitions:

Your “position in someone’s mind”1

Your public image2

Your legend3

Your character and what you stand for4

The sum total of what you say and what you do5

What people know or hear about you6

© SuiteTrack LLC All rights reserved


Your “contract” with the “buyer”7

The “Personal” Branding Continuum

Awareness

Trial

Evaluation

Acceptance

Loyalty

Insistence

“I know you”

“I will try you”

“I decide whether or not I like you”

“I will use you”

“I prefer to use you”

“There is no substitute for you”

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?


Three steps to a great leadership brand

Build/clarify your brand image

Communicate your brand

Protect your brand value


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?


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


Clarify Your Brand Image: The Primary Elements

16

1

3

4

5

• What you like to do/ do best

• Your personal style

• What holds meaning for you

• Your core (brand) values

2• Your life experiences


What you

like to do /

What you do

best

Industry

Function

Other

What do you not like to do?© SuiteTrack LLC. All rights reserved.

Your Life

Experiences

Events

Challenges

Accomplishments


Your Brand

Personality

and Style

Physical presence

Personality

Unique characteristics

Try to avoid “The Excessive Need to be Me”


Opinions are formed quickly

“First impressions” are durable

− Cognitive discounting

− Biased assimilation (reinterpretation)


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


Meaning

Happiness should be part of your brand…

why?

If you feel there is meaning in your work

and your life, you will be happier and more

engaged

• 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.


Meaning provides the motivation for our lives

Voluntary activities you choose

Where

does

happines

s come

from?Conditions of your current life

Genetic disposition

Where does happiness come from?


Define 9 key areas of your life

Career

Family

Health

Friends

Finances

Hobbies

…

…

…

What does life-time success

look like in each area? (handout:10 min.)


Sample key areas:

Relationship

Career

Family

Health

Friends

Community

Religion

Spirituality

Learning

Finances

Hobbies

- - - © SuiteTrack LLC. All rights reserved.

Plot each key area and your

performance on your spider

web and draw a line between

the dots (handout)

Put it to Work (10 minutes)

5=Excellent

4=Very good

3=Okay

2=Marginal

1=Disaster

Rate yourself on how you are

currently performing in your

key areas

As homework, plot where

you would like to be in each

of these areas in 5 years


The spider web

5=Excellent

4=Very good

3=Okay

2=Marginal

1=Disaster

Score on a scale of 1-5 where 5 is the best you would ever aspire to

Career

Family

RelationshipAdventure

Finances

Spirituality Health

FriendsCommunity

Core Brand

Values

3-4 values that define you

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

Your Core

(Brand)

Values

Leaders are scrutinized more closely

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?© SuiteTrack LLC. All rights reserved.

• 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

• 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

1

3• Network and build relationships: Use others

to communicate your brand

2• Use your personality traits and values to

craft a brand message

• Think of a simple, clear message that reflects your brand


4• Be the expert: get your content out there

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

improvement

(Avis: “We try

harder”)

Tenacity

(Timex:”Takes

licking & keeps

on ticking”)

Perseverance

(Citibank:”The

Citi never

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


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


Windows of opportunity to enhance your brand

• New job

• New manager/supervisor

• New assignment

• New team

• Geographic relocation


Protect your brand

1

3• Make sure visible social media is consistent with your career brand

2• Make choices that are consistent with your

brand

• Make sure your brand message is believable coming from you:


Which public figures have not protected their brands?

• ___________________________________

• ___________________________________

• ___________________________________

• ___________________________________

• ___________________________________


What is your

school’s

leadership

brand?

What is dominant, observable, and rewarded?

Has it changed in the past few years?

Does it align with yours?

What is your company’s leadership brand?


Research: Stereotypical gender differences in brands

• Action oriented

• Assertive

• Directive

• Seek new opportunities even if aren’t ready

• Risk takers

• Emotional

• Nurturing

• Collaborative

• Reluctant to seek new opportunities

• Risk avoiders

Men Women

In reality, there are more differences between individuals than genders


The Heidi Roizen Case: a case in point

The

Double

Bind

Dilemma

Women leaders are perceived as

competent or likable but rarely both


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?


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 Forward-looking

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

Honest1

Forward-looking2

Inspiring3

Competent4

Source: Kouzes & Pozner, The Leadership Challenge


A Personal Leadership Credo

Describes your

values and

beliefs as a

leader

Can be shared

with those

around you

Sets forth

expectations

others can

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.


• Take a few moments to think about what you would put in your leadership credo and jot those thoughts down

• 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.


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

600 members strong. your personal leadership brand

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