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? 3 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

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 Axioms What you believe in Actions How you behave Assumptions What people think you believe in These 3 parts will be explored extensively in this workshop 5 Alignment is Critical 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

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

7 Your BRAND is shaped by your PURPOSE COMMUNICATION VERSATILITY SOCIAL STYLE HISTORY

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 SOCIAL STYLE– the way people react to you COMMUNICATION – the way people hear you HISTORY – the way people evaluate you VERSALITY – the way people relate to you 8

Brand Is Not Who You Say It Is: It Is What They Say It Is 9 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.

Johari Window ArenaBlind Spot FaçadeUnknown 10 Known to self Not Known to self Known to others Not known to oth ers

Exercise 2: Individual Exercise 11 Place into the Open or Arena Quadrant. This quadrant represents traits of the subjects that both you and your peers recognise 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. 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. Same Adjectives Selected only by you Selected only by your peers Unselected adjectives Pick 5 or 6 adjectives from the list (next slide) and then choose 5 to 6 that your peers would choose to describe you.

The Johari (and Dark Johari) Adjectives 12

What did you discover? 13 I want to do this exercise with my peers! Strengths? Your brand is not what you say it is? Blind Spots? Hidden Potential?

Success depends on trust, success depends on being aligned 14 Reinventing yourself and your brand

Critical Actions for Building Trust 15 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 Clear Communication Use language that reinforces your brand Be attentive to clues for how communication is being perceived

Being aligned; Five Tips to Develop a Compelling Personal Brand 1.Sharpen your narrative 2.Rekindle old ties 3.Seize on an emerging trend 4.Learn one new skill 5.Start creating content AND ONLY ON A FOUNDATION OF 16

The Golden Rules for Building Your Brand 17  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 “Your brand is what people say about you when you’re not in the room” - Jeff Bezos, Amazon