A NEW BRAND YOU - RECOGNIZING AND COMMUNICATING LEADERSHIP THROUGH YOUR PROFESSIONAL BRAND VALUES The National Conference of College Women Student Leaders, 2012 Copyright Gail Johnson, All Rights Reserved

AGENDA Introduction A New Brand You Overview o Understanding the Brands o Understanding Brand Usage o Leadership and Branding Work Together Professional Brand Profile Exercise Defining: o Who YOU Are. o What YOU Do. o Why Anyone Should Care to Remember YOU! Copyright Gail Johnson, All Rights Reserved

BRANDING MADE SIMPLE Branding is not new A New Brand You ™ defines branding as identifying & communicating Who you are. What you do. Why anyone should care to remember you. Copyright Gail Johnson, All Rights Reserved

Let’s Begin with The Commercial Brand

A New Brand You™ Definitions Commercial Brand Everything influencing the identity of a business, organization, product or service The business is the Brand & the Brand is the Business

COMMERCIAL BRANDS everything that makes an organization exactly the organization it is Copyright Gail Johnson, All Rights Reserved

APPLYING THE DEFINITION  What’s Starbucks’ Commercial Brand?  Who they are? Starbucks  What they do? Sell coffee  Why anybody should care to remember them? Make coffee anyway you want it! Copyright Gail Johnson, All Rights Reserved

Product Quality 1.Peets 2. Seattle’s Best Coffee 3. Coffee Bean and Tea Leaf 4. Starbucks 5. Tullys 6. It’s a Grind 7. Gloria Jean NATIONAL COFFEE HOUSE RANKING Brand Recognition 1. Starbucks Copyright Gail Johnson, All Rights Reserved

Bridging the Gap Commercial Brand to Personal Brand

Personal Brand Everything influencing the identity of an individual, personally The Individual is the Brand & the Brand is the Individual A New Brand You™ Definitions

PERSONAL BRAND ELEMENTS 1.Who You Are. Your Name 2.What You Do. Express it clearly and simply 3.Why Anyone Should Care to Remember You? It’s the ONE THING Keep it short & memorable Copyright Gail Johnson, All Rights Reserved

Personal Brand to Professional Brand Bridging the Gap

Professional Brand Everything influencing the identity of an business professional in their career & workplace The Professional is the Brand & the Brand is the Professional A New Brand You™ Definitions

PROFESSIONAL BRAND ELEMENTS 1.Who You Are. Your Name 2.What You Do University/Work Express it clearly and simply Copyright Gail Johnson, All Rights Reserved

PROFESSIONAL BRAND ELEMENTS 3. Why Should I HIRE You? It’s the Career-Focused form of your Personal Brand It’s the ONE THING How Your Unique Professional Value Benefits their Business Keep it short & memorable Copyright Gail Johnson, All Rights Reserved

AS A PROFESSIONAL WOMAN AND LEADER Your Professional Brand is everything that makes you exactly the professional you are. Every Professional has a Brand Good News: You define your Professional Brand If you don’t define yourself, your boss, your co-workers and your competition will decide for you. Copyright Gail Johnson, All Rights Reserved

PROFESSIONAL BRAND ELEMENTS Everything About You As a Person as seen in Professional Context It’s how and what you think-say-do-watch- wear-eat-drink-drive It’s your personality-skills-education- accomplishments-work history-character- belief system-values It’s where you live-your tastes & preferences-how you act-how you lead It’s your professional goals Copyright Gail Johnson, All Rights Reserved

POWERFUL PROFESSIONAL BRANDS  Oprah  J K Rowlings  Amelia Earhart  Margaret Thatcher Copyright Gail Johnson, All Rights Reserved

GOOD BRAND ? Remember: Work hard and smart to ensure you’re Brand is working the best it can for you  Princess Kate  Hilary Clinton  Condoleezza Rice Copyright Gail Johnson, All Rights Reserved

POOR BRAND? Lindsey Lohan Kim Kardashian Monica Lewinsky Copyright Gail Johnson, All Rights Reserved

Leadership & Branding Work Together Copyright Gail Johnson, All Rights Reserved

LEADERSHIP VALUES: A NEW BRAND YOU DEFINITION Clarity – Have a Plan Knowledgeable – Experienced Responsible – Accountable Respectful – Courteous Moving Forward – Leading Copyright Gail Johnson, All Rights Reserved

CONNECTING THE DOTS Leadership is the invisible ability to influence others; moral authority based on reality Leadership is a unique value found in excellent bosses and teachers Others will follow where you lead IF your Professional Brand is worthy, well-managed, well-defined & well-communicated Your Professional Brand will affect your ability to lead or follow when necessary Copyright Gail Johnson, All Rights Reserved

How do YOU ensure YOU have a Good Professional Brand? Copyright Gail Johnson, All Rights Reserved

A NEW BRAND YOU™ LIFE MINING PROCESS Know Absolutely, positively everything about yourself Especially your STRENGTHS & WEAKENSSES Play Engage with the information Uncover the ONE THING that makes YOU Unique Be creative – but always authentic Do Establish & Infuse YOUR Professional Brand into Your Resume & Cover Letter Create a brief & memorable Elevator Speech Prepare a Reply to “Tell Me About Yourself “ interview challenge Always include “Prove IT” supporting examples Copyright Gail Johnson, All Rights Reserved

QUESTIONS? Let’s Get started with our Know-Play-Do Professional Branding Exercise Copyright Gail Johnson, All Rights Reserved

Professional Brand elements The ‘Do’ of KnowPlayDo Process Brand Name: Who you are – your name Brand Definition: What you d o – job objective Clearly and simply stated Brand Positioning Statement [UPSP]: Why anyone should HIRE You It’s the “One Thing” – Your Unique Value Keep it brief & memorable For example: Your ‘Prove It’ Statement Using S-T-A-R method Copyright Gail Johnson, All Rights Reserved

Never Forget: You are Your Brand & Your Brand is You! Copyright Gail Johnson, All Rights Reserved