brand culture development · 7/14/2017 3 zappos family core values as we grow as a company, it has...

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Brand CultureDevelopment

Develop Your Legal Practice With Ease

Katy Goshtasbi, JD, Puris Personal Branding Sollutionswww.purispersonalbranding.com

© 2017 Katayoun Goshtasbi

• Search and apply for more than 1,000 high-quality legal jobs nationwide

• Upload your resume for review by hundreds of potential employers

• Receive email alerts when new jobs are posted that meet your search criteria

• Or post a job if you have an open position to fill.

• Free monthly webinars offering career development and job search tips

o Career Advice Serieso Career Choice Series

o Monthly #LegalCareerChats on Twitter

o Career Insights Podcast

Visit ambar.org/careers today!

Katy Goshtasbi, JD, CEO/Founder,Puris Personal Brand Solutions, San Diego, CA

Katy Goshtasbi is a former securities lawyer where she practiced for fourteen years at the SEC, in a law firm, as a federal lobbyist and in-house. For a decade now, she has run a global brand development company collaborating with lawyers to develop brands that attract clients and attention. She has authored, “Personal Branding In One-Hour For Lawyers” (ABA Publications, 2013) and will Chair the ABA Law Practice Division in 2018-2019.

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Katy Goshtasbi, JD

Syncing Your Individual Brand

With the Firm Brand

© 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding

ValuesImportant and lasting beliefs or ideals

shared by the members of a culture about what is good or bad and desirable or undesirable. Values have major influence on a person's behavior and attitude and serve as broad

guidelines in all situationshttp://www.businessdictionary.com/definition/values.html


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Zappos Family Core Values

As we grow as a company, it has become more and more important to explicitly define the core values from which we develop our culture, our brand, and our

business strategies. These are the ten core values that we live by:

Deliver WOW Through Service

Embrace and Drive Change

Create Fun and A Little Weirdness

Be Adventurous, Creative, and Open-Minded

Pursue Growth and Learning

Build Open and Honest Relationships With Communication

Build a Positive Team and Family Spirit

Do More With Less

Be Passionate and Determined

Be Humble


Reduce Stress

Identify Your Natural Talent

Let You Shine and Self-Promote Well.


3 Benefits To Personal Branding

Your Brand

Visual

ERF Written

Verbal

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Who are

YOU?

“It really helped me revisit who I am at the core and some of the events that have shaped me. After being beaten up throughout life we

sometimes forget who we REALLY are. Who we are and why. We start believing we are somebody else because of a lot of

external factors. So, I had a range of emotions writing this very brief look at only a couple of periods of my life. Core themes come out. But

I learned … of who I am and why I will succeed going forward. It fired me up and stirred up some emotion.”

A. K. San Diego, CA

INTEGRITY

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BIG QUESTION

What Makes You Unique & Different?

BIG GOAL

Positive Client Experience and

Success/Happiness

?

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LEADERSHIP VS

MANAGEMENT

Mentorship

vs

Support


“Own It, Sell It”

Self-Awareness

Self-Confidence


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STRESS


What’s A Brand?!!

-Intangible collection of perceptions in the consumer’s mind about a product or service;

-A promise to consumers that sets their expectations of you and your business


Elements of A Brand

1. Tangible

2. Intangible


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PERSONAL BRANDING

Process of unearthing YOUR most unique and relevant attributes and

Learning to communicate them consistently to your clients and prospects (audience)

and

How the audience views them


Your Brand

Visual

ERF Written

Verbal

EMOTIONAL RESONANCE

FACTOR ®(ERF)


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-Carl W. Buechner

EMOTIONAL“mental state arising spontaneously, rather

than through conscious effort, and accompanied by physiological change: a

feeling”

www.freedictionary.com


Subconscious and Physical

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HAPPINESS!

“We don’t make movies to make money, we make money to make movies”

- Walt Disney

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RESONANCE

“relate in a harmonious way”

www.freedictionary.com

RESONANCE

“relate”To show or make a connection between (two

or more things) : to understand and like orhave sympathy for someone or something

Miriam-Webster Dictionary

RESONANCE

Reality Beliefs Thoughts

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RESONANCE

Are you approachable?

RESONANCE

Approachability

Visually?© 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding

FACTOR

“a circumstance, fact, or influence that contributes to a result or outcome”

Miriam-Webster Dictionary

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Implementation

Syncing Your Brand With Your

Firm/Corporate Brand

What’s Your Game Plan Going Forward?

◦ What’s A Personal Brand?◦ Why Do I Need One?◦ What Do I Want To Be Known For In 2017?

Why?◦ Have An Intentional Branding Plan- not doing

more, but “being” aware

◦ © 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding

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Personal Branding Books!

Katy Goshtasbi, JDwww.purispersonalbranding.com

[email protected]

http://www.facebook.com/Purispersonalbrandinghttp://twitter.com/Purisbranding

www.linkedin.com/in/katygoshtasbi

Upcoming Career Advice Series Webinars

◦ Friday, September 8, 2017, 1-2pm ET, Choosing a Destination: Proactively Managing Your Career as a Midlevel Associate

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Upcoming Career Choice Series Webinars

◦ Friday, July 21, 16, 2017, 1-1:30pm ET, Sports Law

◦ Friday, July 28, 2017, 1-1:30pm ET, JAG

◦ Friday, August 4, 2017, 1-1:30pm ET, Judicial Law Clerks

◦ Friday, August 25, 2017, 1-1:30pm ET, Lawyer Professional Responsibility and Loss Prevention

http://ambar.org/careers

https://twitter.com/abalcchttps://www.facebook.com/ABALCC/

https://www.linkedin.com/company/aba-legal-career-central

https://www.youtube.com/channel/UCgleqg8YUPO-F4Uvwz3eYAA

http://ambar.org/jobs

LET’S CONNECT!

Chair:

Mark Weber, Harvard Law School, Cambridge

Advisor:

Kathy Morris, Under Advisement, Ltd., Chicago and New York

ABA LCC Staff:

Emily Roschek, Chicago

Check out http://www.abalcc.org/about/ to meet the LCC Board.

ABA LCC Board Members:

• Casey Berman, Leave Law Behind, San Francisco

• Avery Blank, Avery Blank Consulting, Philadelphia

• Derek Davis, Harvard Law School, Cambridge

• Susan Fine, George Washington University Law

School, Washington, DC

• Skip Horne, Santa Clara University School of Law,

Santa Clara

• Carol Kanarek, Kanarek & Brady LLC, New York

• Betsy Munnell, EHMunnell, Boston

• Tom Schoenherr, Fordham University School of Law,

New York

• Marcia Shannon, Georgetown Law, Washington, DC

• Liz Stone, The Dubin Group, San Francisco

• Bob Young, English, Lucas Priest and Owsley, LLP,

Bowling Green

brand culture development · 7/14/2017 3 zappos family core values as we grow as a company, it has...

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