professional presence and impact - personal brand: getting savvy!
DESCRIPTION
What is brand, and how does it relate to Personal brand? What are the visual, vocal and verbal decisions we need to make to successfully shape the experience that others have of us?TRANSCRIPT
Workshop Objectives
Gain a deeper understanding of:• Professional presence and impact, or personal brand • how you are experienced by others • your default settings in visual, vocal and verbal
communications
• your optimal presence
Develop strategies to:
• be understood in the way you understand yourself
• communicate your brand
• influence others to take action
• exercise your brand within a team to create solutions
Create a useful ‘Statement to Self’
agenda - day 1
9.30am Who are we, who are you?
10.45am Morning Tea
11.00am Visual, vocal & verbal messages, preparation for statement to self
12.30pm Lunch
1.00pm Group 1 - Statement to self; define ‘brand you’
Group 2 – Creating positive presence
3.15pm Afternoon Tea
3.45pm Groups 1 & 2 swap
5.30pm Close
Statement to Self
Prepare a 30-45 second statement to yourself
What’s the ‘Why’ of engaging with you?
What are you doing (how are you ‘being’) when you’re at your best as a leader?
Imagine you’re facing a difficult communication challenge. How can you best advise yourself?
Compose a soundtrack that conveys an impression of you at your most effective
Make it useful!
Identifying black holes
Where do you have a clear dependency on your people to:
Deliver an ‘experience’ to influence the outcomes of transactions?
Create an experience that positively influences the ‘feel’ of your business via others
Articulate the ‘why’ of doing business with you?
How would you like [them] to be? What’s ‘…the vibe’? (D.Denuto)
Application of personal brand learnings to real work needs…
Define and Communicate your Brand
You have 5 minutes with a constructively critical group of your peers:
Using visual, vocal and verbal communications skills, articulate and epitomise your personal brand as you define your goals for the next 12 months to 5 years (your choice)
(Think about how you intend people to experience you, so that you will achieve these and future goals).
Each member of your group will give you written and oral feedback on the congruence between your visual, vocal and verbal messages.
Statement to Self
Prepare a 30-45 second statement to yourself
What’s the ‘Why’ of engaging with you?
What are you doing (how are you ‘being’) when you’re at your best as a leader?
Imagine you’re facing a difficult communication challenge. How can you best advise yourself?
Compose a soundtrack that conveys an impression of you at your most effective
Make it useful!
Statement to Self
Prepare a 30-45 second statement to yourself
What’s the ‘Why’ of engaging with you?
What are you doing (how are you ‘being’) when you’re at your best as a leader?
Imagine you’re facing a difficult communication challenge. How can you best advise yourself?
Compose a soundtrack that conveys an impression of you at your most effective
Make it useful!
Define and Communicate your Brand
You have 5 minutes with a constructively critical group of your peers:
Using visual, vocal and verbal communications skills, articulate and epitomise your personal brand as you define your goals for the next 12 months to 5 years (your choice)
(Think about how you intend people to experience you, so that you will achieve these and future goals).
Each member of your group will give you written and oral feedback on the congruence between your visual, vocal and verbal messages.
Imagine: in a performance review you have been described as…
aggressive petty judgmental
arrogant volatile self-serving
lazy unfocused cynical
resistant intimidating unassertive
Which description comes closest to describing you at your worst?
Discuss attitudes, behaviours or actions you could change to improve the ways others experience you.
marketing brand pyramid
functional attributes
functional benefits
emotional benefits
values
personality
marketing brand pyramid
functional attributes: solidly built, drives, gets from place to place, uses
fuel
functional benefits: enables people to go places, protects in crash,
comfortable
emotional benefits: feel safe, high status,
responsible
values: family, conservative
personality:rational,
boring!
Volvo station wagon
personal brand
pyramid
what are you?
what do you achieve?
how do you make other people feel?
what is important?
personality
Cathy Freeman’sbrand pyramid
Indigenous Australian, former world & Olympic champ
athlete, spokesperson, role model, advocate, parent
influences, represents causes, success and self-determination, raises awareness, generates income,
looks after family
inspired, included, empowered, proud
justice, family, balance, honesty
quirky authentic
determined
Deliver your quote to the group:
Stand
Use your voice and your body language to deliver with meaning!
Represent the quote as well as you can
agenda - day 2
9.00am Quotation, meditation
9.30 am Personal brand - origins
9.45am Team brand representation - prepare
10.30am Morning tea
10.45am Team brand representation - deliver
11.30am Statement to Self screening
12.30pm Lunch
1.15 pm Communicate your brand to peers
2.45pm Afternoon tea
3.00pm You online & call to action
4.00pm Close
your brand
…from Tom Peters The Brand Called You
your brand is your promise to your consumers
(everyone around you)
ask yourself…
- is the way you communicate your presence positive
for
- your workplace
- your employer
- and your team?
- is your professional image or brand
consistent with the career trajectory you
intend for yourself?
- what’s different when I’m at my best?
- what changes when I’m not at my best?
- do you deliver your work on time, every
time?
- do you anticipate and solve problems before
they become crises?
- does your internal or external customer get
dependable, reliable service that meets its
strategic needs?
- does your client save money and
headaches just by having you on the team?
- do you always complete your projects
within the allotted budget?
Tom Peters The Brand Called You, 1997
I’ve learnt that people will forget what you said,
people will forget what you did, but people will never forget
how you made them feel
Maya Angelou
self-esteem
What causes depletion of self-esteem and wellbeing?
What contributes to self-esteem and a sense of wellbeing?
Part 1 (20%) of team exercise:Team brand representation
What are the characteristics of your Ignite stream?
If the group were a person how would it look &
behave?
Create a slogan for your Ignite stream
Present your findings…
Pick one cultural challenge specific to NAB
Create a solution and a roll-out plan to address this issue
Displaying your stream’s brand in action, present your
solution to the challenge in a creative, unexpected way (eg
a TV commercial, roleplays, audience participation…)
Each team-member should contribute throughout planning
and delivery in a way that’s consistent with their stated
personal brand goals
Part 2 (80%) of team exercise:Team brand to influence cultural change
Define and Communicate your Brand
You have 5 minutes with a constructively critical group of your peers:
Using visual, vocal and verbal communications skills, articulate and epitomise your personal brand as you define your goals for the next 12 months to 5 years (your choice)
(Think about how you intend people to experience you, so that you will achieve these and future goals).
Each member of your group will give you written and oral feedback on the congruence between your visual, vocal and verbal messages.
How do we represent ourselves to the anonymous world?
16/4/12 Federal Lib MP Dennis Jesen to @The KooriWoman:
Hell, how long ago was colonialism? Get over it…every country in the world has been successfully invaded in the past.
28/11/12 Labor MP Steve Gibbons tweeted:
Libs are led by a gutless douchebag and a narcissistic bimbo who aren’t fit to be MPs let alone PM and deputy. Both should be sacked.
19/11/13 LNP campaign strategist Mark Textor:
Apology demanded from Australia by a bloke who looks like a 1970s Pilipino [sic] pornstar and has ethics to match.
Call to Action
What will you commit to
• Stop doing
• Keep doing
• Start doing
…within the next month to enable you to create a more
positive, useful, optimal presence?
Write a note and address it to yourself on the card provided.
We will send it to you in one month to remind you of your
commitment to yourself
I’ve learnt that people will forget what you said,
people will forget what you did, but people will never forget
how you made them feel
Maya Angelou