1. Building Your Brand: Yes, Its All About You
Ellen Ostrow, Lawyers Life Coach LLC
Julia Simon, Mary Kay Inc.
Janet Bawcom, Dell Technologies Inc.
Sara Biro

2. Agenda Welcome and Introductions What is Branding and How Do I Do It?
Panel Discussion
Workshop: Its All About You
Discussion and Q&A

3. Personal branding is about identifying what is uniquely you and letting everyone know about it.
© 2017 Ellen Ostrow, PhD, PCC, CMC Lawyers Life Coach LLC. All rights reserved. 3

4. Goal of personal branding: Stand out as an individual with a unique set of talents and marketable skills
© 2017 Ellen Ostrow, PhD, PCC, CMC Lawyers Life Coach LLC. All rights reserved. 4

5. “YOUR PERSONAL BRAND IS WHAT PEOPLE SAY ABOUT YOU WHEN YOU LEAVE THE ROOM.” Jeff Bezos
© 2017 Ellen Ostrow, PhD, PCC, CMC Lawyers Life Coach LLC. All rights reserved. 5

6. DIFFERENTIATION Who am I? What makes me distinctive?
Who is my ideal client?
What matters genuinely engage me?
What needs can I fulfill?
What is my unique value proposition?
What is my style?
© 2017 Ellen Ostrow, PhD, PCC, CMC Lawyers Life Coach LLC. All rights reserved. 6

7. Authenticity
© 2017 Ellen Ostrow, PhD, PCC, CMC Lawyers Life Coach LLC. All rights reserved. 7

8. Keys to Successful Branding
Clarity
Value proposition
Your brand promise
Consistency
Walk your talk?
Your brand experience
Constancy
Constant visibility to your target market
Brand communication
© 2017 Ellen Ostrow, PhD, PCC, CMC Lawyers Life Coach LLC. All rights reserved. 8

9. Live Your Brand Be Authentic Be Consistent Be Seen
© 2017 Ellen Ostrow, PhD, PCC, CMC Lawyers Life Coach LLC. All rights reserved. 9

10. Visibility
© 2017 Ellen Ostrow, PhD, PCC, CMC Lawyers Life Coach LLC. All rights reserved. 10

11. Social Capital Building Plan
Who are the stakeholders here that care about the work that I’m doing?
What are the relationships that I need to build?
What are the relationships that need to be improved or strengthened?
How can I help them reach their goals?
© 2016 Ellen Ostrow, PhD, PCC, CMC Lawyers Life Coach LLC. All rights reserved. 11

12. “To their detriment, women perceive cultivating relationships and mobilizing them on their behalf as, at best, an occasional necessity rather than the very exercise of leadership. They fail to see that the practice of seeking out powerful people, cultivating their favor, and cashing in those chips is itself a demonstration of leadership potential.”
Hewlett, Peiano, Sherbin & Sumberg, The Sponsor Effect, 2010, p. 6
© 2016 Ellen Ostrow, PhD, PCC, CMC Lawyers Life Coach LLC. All rights reserved. 12

13. Communicate Your Value
Understand and be able to articulate your value proposition
Communicate your brand so you can get opportunities
Articulate how your work benefits the organization
What is the unique way you deliver your work that contributes to specific business outcomes?
© 2016 Ellen Ostrow, PhD, PCC, CMC Lawyers Life Coach LLC. All rights reserved. 13

14. Catalyst: The Myth of the Ideal Worker (2011)
Being proactive, requesting high-profile assignments, asking for promotions and raises did not significantly help women advance their careers
Communicating their achievements had the biggest positive impact on women’s careers
Women who were able to talk about their accomplishments got more promotions and higher compensation and were more satisfied with their careers
© 2016 Ellen Ostrow, PhD, PCC, CMC Lawyers Life Coach LLC. All rights reserved. 14

15. “It is your responsibility not only to keep track of everything that you and your team have accomplished but also to let others know about those successes. Otherwise you remain invisible and lack the credibility to move your career forward.”
Bonnie Marcus, The Politics of Promotion, 2015, p.43
© 2016 Ellen Ostrow, PhD, PCC, CMC Lawyers Life Coach LLC. All rights reserved. 15

16. Branding Discussion Establishing your Brand:
Are you intentional about what you want your brand to be?
Do you reevaluate from time to time how you want to be perceived/what you want others to say about you?
Do you have a mechanism in place to check how you are doing in creating the brand you want to create?

17. Branding Discussion Should you change your brand or reinvent yourself?
Do new responsibilities require new branding?
Are there specific strategies for brand building/tweaking/enhancing your personal brand?
What if your brand is not what you want it to be, or is tarnished?

18. Branding Discussion
The Team Brand: for those of us who lead others or serve as mentors to others, how can we help our teams/others to create individual brands?
Does the brand of individuals on your team impact your brand as a leader?
How can we help others and how does helping others benefit us?

19. Branding Discussion Maintaining/Evolving your Brand:
Once we have the brand we want, what’s next? Are we done or is there more we need to do to keep our individual brand relevant and fresh?

20. Let’s Identify Your Brand!
Top 3 strengths?
Clients you most enjoy?
What do those clients have in common?
Legal matters you most enjoy?
What differentiates you as a lawyer?
How do you want to be perceived externally? Internally?
Describe your brand in a few sentences.
How can you communicate your brand?
Who can help you?
Who in your org do you need to develop a relationship with?
Who can mentor you?
Who can you leverage your brand to help?
What are your branding goals for 2018?