1. Thursday, March 18, 2010 Alumni Centra Session Meg Flournoy Mary Beck White Sutton Dee Parson Grange ‘05 GEMBA Communicating your Brand

2. Session Overview Welcome to our discussion on branding! We are pleased to introduce to you our two panelists for today’s workshop: Dee Parson Grange GEMBA ’05 Mary Beck White Sutton Associate Director Career Management Center, Fuqua School of Business

3. Brand  Who you are  Trustworthiness, Likeability  What you can do  Value, Distinctiveness, Expertise  Why it matters  Relevance, Consistency

4. 7 Steps To Establishing Your Own Personal Brand 1)Identify what you value 2)Identify what makes you unique 3)Identify how you want to be perceived 4)Identify your specialty 5) Identify your target market 6) Write your brand 7) Visualize, walk,and talk your brand

5. Communication Frameworks S = Situation - Challenge encountered T = Task - Effort expected A = Actions - Specific steps taken R = Results - Specific impact achieved Telling Your Story  Resonates with the listener  Includes a compelling event or turning point  Elicits trust by conveying a consistency that relates to your current goals  Is crafted with the specific audience in mind Brand Mantra 3-5 words that summarize your brand Ibarra, H., & Lineback,K. What’s Your Story. HBR, January, 2005, 65-71

6. Communicating Brand What motivates you? What has contributed to past success? How have you grown & developed as a professional? Greatest Challenge- what did it tell you about yourself? Proudest accomplishment Lessons learned from failures When I’m at my best… When I’ve been successful… What I’m looking to do next… What I realized… I learned that… People say I am… I get really excited (motivated ) When… I am most interested in… Think About Transition With

7. Tailor your Messages Your Brand Their Needs Their Culture Their Requirements & Growth Strategy Your Brand Their Issues Needs, Culture Success Requirements Strategy for Growth

8. Multi-level options for differing needs 24-7 Online Resources exclusive for Duke MBA Alumni Presentations, Job Postings, Databases, Resume Book, Samples and Tips Alumni Career Page Link Going Global Alumni Clubs and Database Short-term Coaching ( 3-4 sessions ) for those in current transition Executive Career Consultants at Duke Regional and longer-term coaching options Partnership with Lee Hecht Harrison Offices Regional and Virtual Workshops Road shows brought to you in Partnership with Alumni Relations Career Services for Alumni