Your Reputation is Your Asset Building Your Personal Brand Chick Herbert Metro Women’s Network September 16, 2010

Objectives Gain a better understanding of the benefits of a strong brand Create a greater awareness about your personal brand Understand the keys for building an authentic personal brand 1

What do you think of when you hear the word brand?

Experiencing the US Navy Brand

Good brands create an emotional connection Creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. Good brands create an emotional connection

Why Build a Personal Brand? Provides a credible, distinctive, and trustworthy identity Improves your ability to influence others It projects a compelling message & experience Helps you stand out in an increasingly cluttered world

A Personal Brand isn’t ….. …. simply what you say about yourself …. defined by your job title or organization …. easily changed

It Goes Beyond What You See on the Surface Physical Attributes Dress / Grooming Speech / Grammar Social Skills Talents & Strengths Values and beliefs Personal experiences Ability to Influence Ability to execute Drive for results Thinking style Relationship skills Leadership NOTES : Silent Discriminators – People don’t give you feedback. They are judgemental

Your Personal Brand is ….. …. the shorthand that others use to describe you in their own minds. They arrive at this shorthand by observing what you say, AND more importantly, what you consistently do.

How Perceptions are Formed 55% Visual Non-verbal body language (including facial expressions, body language, posture, etc.) 38% Vocal What the other party hears (not the exact words, but the vocal quality, volume, pace and expression) 7% Content What you say, and the words that you use Non-verbal body language: Standing off balance Not looking people in the eye closed off Gazing off when responding

The Power of Perception Trait B Trait E Trait F Trait A Trait D Trait C How people ought to evaluate us Impression How people really evaluate us Zenger|Folkman all rights reserved

The key to a personal brand is understanding how others benefit from having you involved.

Your Personal Value Proposition I help (profile) (who benefits?) with (issues, opportunities, etc.) (how?) by (process) (what do you do?)

Your Personal Value Proposition I help Wells Fargo improve short and long term business performance by developing more effective leaders. My team does this by assessing skill gaps and providing relevant development solutions that improve the leadership skills and behaviors of our managers.

You Define Your Personal Brand Every Day! The way you communicate. How you interact in meetings. The non-verbal messages you send. The way you invest your time and talents. How you treat other people. How you respond under pressure. “What am I DOING and how does it reflect on me?”

Keys to Brand Clarity Establish multiple “Mirrors” Understand your currency Ability to succinctly articulate your Value Proposition Be Predictable – “Carry Your Own Weather”

Share your talents and knowledge Help others - don’t compete with them Identify common goals Acknowledge their achievements Introduce them into your network The more you give away the more influential you become.

Explore Your Strengths Which of your talents are critical to include as you develop an authentic personal brand? How do you currently leverage these talents? What one or two new ways you can leverage these talents to further solidify your brand? 17

Next Steps Create your personal value proposition. Make sure your message is “others” focused Focus on your talents/strengths as you develop your brand. Learn more about your talents Add new ‘mirrors’ Self Assessment Tools 360-Degree Assessment Tools 18

Questions and Discussion