Creating Your Personal Leadership Brand II WACUL June 21, 2012 Connie Russell Coaching & Consulting

UNDERSTANDING BRANDS Brands exist for individuals, groups, products, product lines, companies, industries, countries, etc…

LEADERSHIP BRANDING Conveys your identity and distinctiveness Communicates the value you offer Enables you to generate maximum value when you are known for what is powerful and effective about your leadership Concentrates your efforts on activities that deliver on your brand & let go of other tasks

GREAT BRANDS Start with understanding the expectations of those you serve Describe how you want to be perceived based on an understanding of ways you need to stretch Reveal “how” you will have to act to achieve your leadership goals Also called Leadership Presence

TESTING AND LIVING A BRAND Does it translate into behavior and choices? Does it connect what you want to be known for with results? Share your brand with others, get feedback Evolve your brand based on feedback, self-awareness and different expectations

IMPACT OF STEREOTYPES Identity Threats Predicaments- something that reflects poorly due to public knowledge of a past mistake; happens to all of us but has differential impact Devaluation- negative attributions based on your social identity group; working mothers Illegitimacy- challenge to competence; female physicians mistaken for nurses

Essence Proposition Strengths Values LEADERSHIP BRAND ELEMENTS

ELEMENTS OF A PERSONAL LEADERSHIP BRAND Values What I stand for, what is acceptable and unacceptable in terms of my behavior, my guiding principles Strengths What I am good at and what energizes me, my signature leadership competencies Proposition The value I commit to deliver, my reputation as seen through the eyes of my stakeholders (20 words or less) Essence How I want to be known by my stakeholders (7 words or less)

SAMPLE LEADERSHIP BRAND

CLAIM YOUR OWN BRAND You have a brand and a reputation, take charge of it Write your brand, get feedback and keep it visible Think of examples where you have lived your brand Break into small group discussions then volunteers for large group sharing

KEY LEARNINGS What are your take a ways from today? How will you live your brand? When will you evaluate it next?