copyright © 2015, tac global. all rights reserved...4. have you documented a clear, personal...


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YOU Inc.Three Building Blocks for Building &

Managing a Brand Worthy of Remark


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YOU Inc.

YOU = an opportunity to showcase

your genius

Inc. = an abbreviation of

Incorporation

YOU Inc. = a promise of what you

deliver


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Taking Charge Workshop

Why YOU

Inc.!

Building

Your

Brand

Managing

Your

Brand

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Why YOU Inc.

In groups of two discuss (5-7 minutes):

What does it mean to be a brand?

What characteristics make up a distinguished and

recognized brand?

What’s the difference between a brand, a logo, and a

tag line of a brand?


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A Brand Is…

Essential attributes that distinguish a product,

goods or services from it’s competitors

Direct and indirect consumer experience

Common perception of people who use the

product, goods or services

Strategic roadmap for advertising, marketing,

promotion etc.


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A Brand Is Not…

Advertising slogan or tagline

Clever play on words that require an

explanation

Statement that captures every possible

attribute

Something that changes from year to year


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Essence of a Good Brand

Leaves an impression – conveys the most

when little is said

Delivers a promise

Recognized

Unique and differentiated - USP (Unique

Selling Proposition)

Has to be authentic / congruent


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Organizational Brands


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Personal Brands


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Leveraging Your Brand Power

1.Make a Promise

2.Communicate Your Promise

3.Keep Your Promise

4.Strengthen Your Promise


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Take Charge…Leverage Your Brand Power!

NEED

PROMISE

PERSONALITY

POSITION

COMPETITION


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Why YOU Inc.

Personal Reflection (3-5 minutes):

What’s going on for you personally and

professionally that makes YOU Inc. mission

critical?

What’s the best possible outcome you can

imagine if YOU Inc. was a stronger and more

powerful brand?


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Why YOU

Inc.!

Building

Your

Brand

Managing

Your

Brand

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This above all: to thine

own self be true.

William Shakespeare, Hamlet

(1,3)


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Building Your Brand

QUIZ - How Strong Is Your Brand?

1. Can you state three compelling adjectives to describe your value to your organization?

2. Have you ever written an elevator pitch describing your unique value to your organization?

3. Can you describe your key stakeholders– people who need to know about you so that you can achieve your career goals?

4. Have you documented a clear, personal leadership purpose and vision statement and set personal leadership goals?

5. Are your personal leadership goals SMART (specific, measurable, attainable, realistic and time-bound)?


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Building Your Brand

QUIZ - How Strong Is Your Brand?6. Do you have a personal leadership communications

plan?

7. Are you clear with the O-N-E thing you want to be

known for and exceptional at doing across your

organization?

8. When people introduce do they use the same words

to describe you that you would use to describe

yourself?

9. Can you describe what differentiates you from others

with similar skills/experience?

10. Are you comfortable with your global presentation

skills?

Do you have a plan for silencing your inner critic


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Building Your Brand

QUIZ - How Strong Is Your Brand?

12. Is your personal style (image, appearance,

wardrobe) consistent with your personal brand

and appropriate for your audience?

13. Do you have a coach and/or mentor?

14. Do you consider your network one of your most

important career assets?

15. Do you have a feedback system in place where your

peers/colleagues share information with you about

your leadership impact?

Add up your YES/NO responses


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Building Your Brand –

How Strong Is Your Brand?

13 – 15 YES = You most likely possess strong,

robust brand leadership

8 – 13 YES = You have built a strong foundation

for YOU Inc. and there is more you can do

0 – 7 YES = You have some of the components

of a strong brand but you are missing an

opportunity to stand out and expand YOU Inc.


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Building Your Brand: Personal

Assessment

Personal Reflection (5-7 minutes):

What insight do you have from your current

brand assessment?

What element of brand building is your top

priority?


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YOU Inc.

Genius

And

Expertise

Passion

Reputation

Distinction

(USP)


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Building Your Brand –

What Makes Up YOU Inc.

Visual

Voice

Content

55%

38%

7%


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Why YOU

Inc.!

Building

Your

Brand

Managing

Your

Brand

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Managing Your Brand


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Why Networks Matter

1. Network characteristics and performance

High performers' networks - large and diverse

Leaders who understand networks more likely

to be promoted

Who you know sometimes more important than

what you know

Networks give us access to private information

(i.e. preferences, short lists, concert tickets,

etc.)Source: R.S. Burt and D. Ronchi (2007), "Teaching executives to see social capital”, Social Science Research, 36, pp. 1156-

1183; Cross, R., Davenport, T. & Cantrell, S. (2003), "The Social Side of Performance'; Sloan Management Review;

“Introduction to Centered Leadership” (The McKinsey Leadership Project.); McKinsey analysis


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Why Networks Matter

2. Networking is Key to Corporate Advancement

Source: R.S. Burt and D. Ronchi (2007), "Teaching executives to see social capital”, Social Science Research, 36, pp. 1156-1183; Cross, R., Davenport, T. &

Cantrell, S. (2003), "The Social Side of Performance'; Sloan Management Review; “Introduction to Centered Leadership” (The McKinsey Leadership

Project.); McKinsey analysis

Men’s networks:

Are intentionally built for career advancement Include people who are more senior in the organization, who can help them get aheadInclude people from inside and outside the company, blending social and professional groupsInclude mentors and sponsorsAre frequently leveraged for every-day execution, knowledge and opportunities

Woman’s networks:

Include a smaller number of deeper relationships with like minded peopleDo not mix social and professional

networksPredominantly include subordinates

and peers, and exclude most people more senior in the organization Are not intentionally cultivatedAre not leveraged to help women get

ahead, asked for help, or to provide opportunities

When women experience the impact a strategic network can have on their

career, they shift to building and leveraging strong intentional networks:

Obtaining broader support throughout their companies,

Becoming better at executing in their current roles, and

Having greater opportunities for high visibility assignments as well as

advancement


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Diversify Your Network: Minimize Affinity

Bias


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Why Networks Matter

3. Networks matter … all the time

The broader/deeper our networks, the more resilient we are

Networks enable us to avoid being over reliant on any one resource

Work best like an economy (active trade back and forth)

NOTE: Like any healthy economy, your networks work best

when there is an active trade back and forth!Source: R.S. Burt and D. Ronchi (2007), "Teaching executives to see social capital”, Social Science Research, 36, pp. 1156-

1183; Cross, R., Davenport, T. & Cantrell, S. (2003), "The Social Side of Performance'; Sloan Management Review;

“Introduction to Centered Leadership” (The McKinsey Leadership Project.); McKinsey analysis


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Managing Your Brand: Leverage a

Strategic Network


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What I Learned When I Created My

Strategic Network Map

My network was not as diverse as expected – or needed

40% Care Giver /Hero archetypes - all women

No Devils Advocate or Visionary archetypes

All Men were over 50 and a Sage archetype

Got reminded how much I don’t like to ask for help…assume others will notice that I need help and offer to help


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“…The secret to

success is being

the person who

other people want

to see succeed…” Mellody Hobson, CEO Ariel

Investments & Chairwoman

of the Board of Directors of

Dreamworks Animation


Import Visualize Activate

NQuotient – The Career Accelerator

www.nquotient.com

DevelopAssess


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Managing Your Brand

Identify how you can better leverage your current

network to support your career and highlight your

brand impact?

What was your most surprising insight from this

introductory session?


Tracy Ann Curtis

[email protected]

www.tac-global.net

+1 650 740 9623 (United States)

+91 9845905702 (India)

copyright © 2015, tac global. all rights reserved...4. have you documented a clear, personal...

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