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Aligning Your leadership brand Michele Adair CEO and Non-Executive Director 14 Oct 2014.

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Presentation on theme: "Aligning Your leadership brand Michele Adair CEO and Non-Executive Director 14 Oct 2014."— Presentation transcript:

1 Aligning Your leadership brand Michele Adair CEO and Non-Executive Director 14 Oct 2014

2 What is a ‘brand’ ? What the consumer buys – as distinct from what an organisation makes Combination of emotional and functional associations Provides information about your organisation and the products/services Differentiates you from others Embodies a promise about the characteristics and experience that can be expected from product/service Brand Personality expressed as human personality traits - seriousness, warmth, innovative, clinical, fun, good mannered, curious, stylish Prepared communication AND leaders (and staff)

3 And voice? How you speak to your audience Content, vocabulary, personality, medium, images Expression of your values (what you say) Your personality (how you say it) Its about degrees Technical Colloquial Loud Soft Friendly Official

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6 4 Steps – but they’re not easy! 1. Know who you're talking to Parents newly diagnosed, clinicians, donors, people who are dying 2. Consider your familiarity with the person Do you know them, do you really have a relationship? 3. Create a banned word list – maybe? Fatal - life limiting – life shortening Phlegm – mucus Pathogens – bugs Cystic Fibrosis – cystic fibrosis 4. If in doubt choose approachable and conversational language ie. simple

7 Do you align with your organisation?

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9 In our 40s and 50s Of the 34 symptoms these are the most common - 1. Hot flushes and night sweats 2. Aches and pains 3. Crawling and itching sensations 4. Headaches 5. Vaginal dryness 6. Reduced libido 7. Urinary frequency 8. Tiredness 9. Irritability 10. Depression 11. Insomnia 12. Lack of self esteem 13. Forgetfulness

10 A baby is born with CF every four days. Every 9 days a young person dies from it. About 3,000 Australians have a diagnosis. CF-Fed 8 orgs, $9.6m, 51 FTEs, 50% services


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