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600 MEMBERS STRONG
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www.cognitomedia.com
Your PersonalLeadershipBrand
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What is a brand?
…
• A name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers
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…
• A distinctive, durable perception of an image in the mind of the consumer
…
• The emotional and psychological relationship you have with your customers
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The external part of a company’s identity is how well it connects and relates to others. The better it knows itself and what it stands for, the better it connects with everyone who comes in contact with the brand.
United We Brand by Mike Moser
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Put it to Work
At your table, discuss the following:
• Which brands have high brand equity(premium price)?
• What are some everyday examples?
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Benefits of branding
Memorability 1
Loyalty 2
Familiarity3
Premium image/ premium price4
Lower marketing expenses5
Uncertainty reduction for buyer6
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What if you think of yourself as a brand?
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Your personal brand is your reputation
Reputation is your most
important business
asset
…
An important strategy for your
path to power is to build your
reputation and image
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The single most powerful thing you can do for your career is to lay the groundwork for an attractive personal reputation
Career Warfare by David D’Alessandro
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Other personal brand definitions:
Your “position in someone’s mind”1
Your public image2
Your legend3
Your character and what you stand for4
The sum total of what you say and what you do5
What people know or hear about you6
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Your “contract” with the “buyer”7
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The “Personal” Branding Continuum
Awareness
Trial
Evaluation
Acceptance
Loyalty
Insistence
“I know you”
“I will try you”
“I decide whether or not I like you”
“I will use you”
“I prefer to use you”
“There is no substitute for you”
Your job? Move to insistence.
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Put it to Work
At your table, identify and discuss someone at Shaw who has built a strong reputation (image/brand)
Ask yourselves the following questions:
• What is her/his reputation?
• What have been the benefits to him/her of this reputation?
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Three steps to a great leadership brand
Build/clarify your brand image
Communicate your brand
Protect your brand value
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Build a leadership brand
•How do you see yourself?
•How do others see you?
• Are the images the same?
• Are they what you want?
•Do they create brand equity for you?
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Put it to Work
• Write down 5 adjectives or phrases that describe you
• Now write down 5 adjectives or phrases that your manager would use to describe you
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Clarify Your Brand Image: The Primary Elements
16
1
3
4
5
• What you like to do/ do best
• Your personal style
• What holds meaning for you
• Your core (brand) values
2• Your life experiences
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What you
like to do /
What you do
best
Industry
Function
Other
What do you not like to do?© SuiteTrack LLC. All rights reserved.
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Your Life
Experiences
Events
Challenges
Accomplishments
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Your Brand
Personality
and Style
Physical presence
Personality
Unique characteristics
Try to avoid “The Excessive Need to be Me”
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Opinions are formed quickly
“First impressions” are durable
− Cognitive discounting
− Biased assimilation (reinterpretation)
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Put it to Work
Brand personality adjectives:
• Using the handout sheet, check 8-10 adjectives that describe you
• Now, narrow that to 4 and explain why they are part of your brand personality
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Meaning
Happiness should be part of your brand…
why?
If you feel there is meaning in your work
and your life, you will be happier and more
engaged
• Leaders focused on “meaning:” less concerned with meeting others’ expectations/ more willing to step out of comfort zone
• The difference between success and failure as a leader? Engagement.
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Meaning provides the motivation for our lives
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Voluntary activities you choose
Where
does
happines
s come
from?Conditions of your current life
Genetic disposition
Where does happiness come from?
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Define 9 key areas of your life
Career
Family
Health
Friends
Finances
Hobbies
…
…
…
What does life-time success
look like in each area? (handout:10 min.)
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Sample key areas:
Relationship
Career
Family
Health
Friends
Community
Religion
Spirituality
Learning
Finances
Hobbies
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Plot each key area and your
performance on your spider
web and draw a line between
the dots (handout)
Put it to Work (10 minutes)
5=Excellent
4=Very good
3=Okay
2=Marginal
1=Disaster
Rate yourself on how you are
currently performing in your
key areas
As homework, plot where
you would like to be in each
of these areas in 5 years
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The spider web
5=Excellent
4=Very good
3=Okay
2=Marginal
1=Disaster
Score on a scale of 1-5 where 5 is the best you would ever aspire to
Career
Family
RelationshipAdventure
Finances
Spirituality Health
FriendsCommunity
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Core Brand
Values
3-4 values that define you
Expressed in daily decisions
• Without stated core brand values, it’s too easy to be what you’re not
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How we view things affects how we do things
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Your Core
(Brand)
Values
Leaders are scrutinized more closely
Leaders are expected to stand up for their beliefs
Good leaders model the values they expect of others/ inspire shared vision
What are the values and beliefs that you stand up for?© SuiteTrack LLC. All rights reserved.
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• Take a few moments to think about what you value (from Developing Authenticity Values Worksheet)
• Put a check mark by those values that you identify with
• Next, narrow to the three values that matter most to you (discuss at your table)
• Finally, determine how these are part of your brand
Put it to Work (10 minutes)
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Communicate Your Brand
1
3• Network and build relationships: Use others
to communicate your brand
2• Use your personality traits and values to
craft a brand message
• Think of a simple, clear message that reflects your brand
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4• Be the expert: get your content out there
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A Core Brand Message
• Communicates the essence of your brand
• Key message that a company will be communicating to all of its audiences
• Effective core brand messages reflects the reality of the brand (not what you want it to be)
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Core Brand Message Examples
Constant
improvement
(Avis: “We try
harder”)
Tenacity
(Timex:”Takes
licking & keeps
on ticking”)
Perseverance
(Citibank:”The
Citi never
sleeps”)
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Homework
Take a few minutes on your own to jot down some ideas about what your core brand message would be using the brand elements we have discussed so far
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Your manager, your clients and others close to you are the co-authors of your brand•Make sure they know the reputation you’re trying to convey
•Understand what they want from you
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Windows of opportunity to enhance your brand
• New job
• New manager/supervisor
• New assignment
• New team
• Geographic relocation
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Protect your brand
1
3• Make sure visible social media is consistent with your career brand
2• Make choices that are consistent with your
brand
• Make sure your brand message is believable coming from you:
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Which public figures have not protected their brands?
• ___________________________________
• ___________________________________
• ___________________________________
• ___________________________________
• ___________________________________
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What is your
school’s
leadership
brand?
What is dominant, observable, and rewarded?
Has it changed in the past few years?
Does it align with yours?
What is your company’s leadership brand?
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Research: Stereotypical gender differences in brands
• Action oriented
• Assertive
• Directive
• Seek new opportunities even if aren’t ready
• Risk takers
• Emotional
• Nurturing
• Collaborative
• Reluctant to seek new opportunities
• Risk avoiders
Men Women
In reality, there are more differences between individuals than genders
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The Heidi Roizen Case: a case in point
The
Double
Bind
Dilemma
Women leaders are perceived as
competent or likable but rarely both
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Strategies for overcoming the Double Bind Dilemma
•Make sure your brand is clear to avoid stereotyping
• Show your competence but keep your values
• Address assumptions about women • Others?
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Put it to Work 7-4-2
1. Individual Exercise: identify the top 7 characteristics that you think a great leader exhibits
2. Table Exercise: 2. Reach consensus as a team of the top 4
characteristics
3. Name 2 leaders who exhibit(ed) all or most of the chosen four characteristics
43
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Typical Leadership Strengths
Independent Courageous Forward-looking
Intelligent
Loyal Inspiring Fair-minded Broad-minded
Consistent Honest Supportive Straightforward
Mature Dependable Competent Cooperative
Self-controlled Imaginative Caring Determined
Ambitious Creative Self-aware Reflective
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Research Results: 4 most admired traits of a leader
Honest1
Forward-looking2
Inspiring3
Competent4
Source: Kouzes & Pozner, The Leadership Challenge
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A Personal Leadership Credo
Describes your
values and
beliefs as a
leader
Can be shared
with those
around you
Sets forth
expectations
others can
have of you
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A Leadership Credo Example• My responsibility is to do the best job possible in order to make the company
and my team successful.
• Leadership development (at all levels) is an important role for me as well; I will commit to being visible and accessible.
• We need to show people that we care about them – I believe in strong and timely communication and recognizing and rewarding people for their hard work.
• I believe that a diverse workforce is a strong workforce and produces better results
• I believe in “psychological safety,” trust and 360 degree feedback. My door is always open.
• I believe in the importance of having fun while we work – we spend more of our waking hours at work than anywhere else. If you are happy with your job and your career, you will produce better results.
• I believe in creating a team without internal competition – we have enough competition externally without having it internally as well.
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• Take a few moments to think about what you would put in your leadership credo and jot those thoughts down
• Next, write at least six bullet points to start your leadership credo
Put it to Work (10 minutes)
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Put it to Work
• Find one or more participants who know you and gather in groups of two or three.
• Ask the others what 5 adjectives or bullet points they would use to describe you.
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What is coming next?
• WIN Communities
• Live session – Power of a
Woman’s Voice (Sept)
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Join WIN to get invitations to events:
• win.shawinc.com
(Chrome browser!)
• Text your email address to
(706) 229-8699
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