1. Your Reputation is Your Asset Building Your Personal Brand
Chick Herbert
Metro Women’s Network
September 16, 2010

2. Objectives
Gain a better understanding of the benefits of a strong brand
Create a greater awareness about your personal brand
Understand the keys for building an authentic personal brand 1

3. What do you think of when you hear the word brand?

4. Experiencing the US Navy Brand

5. Good brands create an emotional connection
Creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.
Good brands create an emotional connection

6. Why Build a Personal Brand?
Provides a credible, distinctive, and trustworthy identity
Improves your ability to influence others
It projects a compelling message & experience
Helps you stand out in an increasingly cluttered world

7. A Personal Brand isn’t …..
…. simply what you say about yourself
…. defined by your job title or organization
…. easily changed

8. It Goes Beyond What You See on the Surface
Physical Attributes
Dress / Grooming
Speech / Grammar
Social Skills
Talents & Strengths
Values and beliefs
Personal experiences
Ability to Influence
Ability to execute
Drive for results
Thinking style
Relationship skills
Leadership
NOTES :
Silent Discriminators – People don’t give you feedback. They are judgemental

9. Your Personal Brand is …..
…. the shorthand that others use to describe you in their own minds.
They arrive at this shorthand by observing what you say, AND more importantly, what you consistently do.

10. How Perceptions are Formed
55% Visual
Non-verbal body language (including facial expressions, body language, posture, etc.)
38% Vocal
What the other party hears (not the exact words, but the vocal quality, volume, pace and expression)
7% Content
What you say, and the words that you use
Non-verbal body language:
Standing off balance
Not looking people in the eye
closed off
Gazing off when responding

11. The Power of Perception
Trait B
Trait E
Trait F
Trait A
Trait D
Trait C
How people ought
to evaluate us
Impression
How people really
evaluate us
Zenger|Folkman all rights reserved

12. The key to a personal brand is understanding how others benefit from having you involved.

13. Your Personal Value Proposition
I help (profile) (who benefits?)
with (issues, opportunities, etc.) (how?)
by (process) (what do you do?)

14. Your Personal Value Proposition
I help
Wells Fargo improve short and long term business performance by
developing more effective leaders.
My team does this by assessing skill gaps and providing relevant development solutions that improve the leadership skills and behaviors of our managers.

15. You Define Your Personal Brand Every Day!
The way you communicate.
How you interact in meetings.
The non-verbal messages you send.
The way you invest your time and talents.
How you treat other people.
How you respond under pressure.
“What am I DOING and how does it reflect on me?”

16. Keys to Brand Clarity Establish multiple “Mirrors”
Understand your currency
Ability to succinctly articulate your Value Proposition
Be Predictable – “Carry Your Own Weather”

17. Share your talents and knowledge
Help others - don’t compete with them
Identify common goals
Acknowledge their achievements
Introduce them into your network
The more you give away the more influential you become.

18. Explore Your Strengths
Which of your talents are critical to include as you develop an authentic personal brand?
How do you currently leverage these talents?
What one or two new ways you can leverage these talents to further solidify your brand? 17

19. Next Steps
Create your personal value proposition. Make sure your message is “others” focused
Focus on your talents/strengths as you develop your brand.
Learn more about your talents
Add new ‘mirrors’
Self Assessment Tools
360-Degree Assessment Tools 18

20. Questions and Discussion