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Building & Communicating your Personal Brand
Karen Blackett OBEWPP UK Country ManagerChairwoman, MediaCom UK
@Blackett_kt
Today has 4 Objectives
1. To leave you with a full appreciation of personal branding
2. To leave you with your own brand identified
3. To give you tools to sense check how others see your brand
4. To have a plan for communicating your personal brand
The importance of having a personal brand
1
Who am I?
Ancient Wisdom
20th Century Psychology
21st Century Neuroscience
It works!
Exercise 1:
Who are you?
• How would you introduce yourself?
5 mins
The 16 richest people in advertising, ranked by income
Know your own brand
A personal brand is a short hand or signifier of all your qualities, so that people who may have no contact with you know what to expect and what you are capable of.
By having a personal brand you create credibility, trust and consistency for your work. You create a reputation for yourself and how you work.
Understanding what makes a great brand will help you define your own brand
2
What is a Brand?
There are 6 facets that make a brand
1. Brand Promise2. Brand Values3. Brand Personality4. Brand Behaviours
5. Brand Expectations6. Brand Perceptions
What, How?
At the centre of any brand is it’s Why?
Purpose, cause or belief
“People don’t buy what you do, they buy why you do it”
How?
What?
Why?
Source: Simon Sinek
Every Brand needs a Purpose
Exercise 2: Your Brand ValuesDefine Your Core Brand Values – Worksheet
1. Discover Your True ValuesThink of a negative experience that you’ve had at work or personally, and fill it into column one. What sort of feeling did that experience leave you with that you’d like to avoid? What the opposite value you’d like to project to your audience?
Negative Situation What You’d Like to Avoid Opposite Value to Project
2. What Do You Stand For?Use the box below to elaborate your thoughts on why your core values are important and what they mean to you.
If you had to say it all in just one sentence, how would you phrase it? In other words, what does your brand stand for?
Handout - 20 mins
“We often discover
what will do, by finding out
what will not do”
Samuel Smiles
Think of a negative situation you have experienced at work.
What was it about the situation that angered or upset you?
What is the opposite of that?(This is one of your values)
ONE
TWO
THREE
20 mins
Now….lets think about your brand behaviours and personality?
Curious about people, fantastic communicator
Dame Carolyn McCall – CEO ITV
“We”…not “Me”Dave Lewis – Group CEO Tesco
Passionate and inspiring orator, straight talking game changer Najoh Tita-Reid– CMO, The Hero Group (Swiss Food Company)
Knows everything and everyone
Sir Martin Sorrell – Former CEO, WPP, Executive Chairman S4 Capital
Created Focus
Steve Jobs – Co-Founder of Apple
NAME PERSONALITY BEHAVIOURCarolyn McCall Curious Works with the flight
crewDave Lewis “we, not me” Turnaround bonus for
allNajoh Tita-Reid Straight-talking Communicates clearly
so that “I always know what she’s thinking”
Martin Sorrell ConnectedKnows everyone
Connects people from different fields
Steve Jobs Focused Drastically reducedproduct ranges
Exercise 3:
Describe your personality and behaviours
20 mins
What words would you use to describe yourself?(This is your personality)
What do you actually do at work that illustrates who you are?(These are your behaviours)
ONE
TWO
20 mins
NAME PERSONALITY BEHAVIOUR
Carolyn McCall Curious Works with the flight crew
Dave Lewis “we, not me” Initiates a turnaround bonus for all
Najoh Tita-Reid Straight-talking
Always makes her thoughts and feelings clear
Martin Sorrell Knowseveryone
Connects people from different fields
Steve Jobs Focus Drastically reduced product ranges
What words would you use to describe yourself.(This is your personality)
What do you actually do at work that illustrates who you are.(These are your behaviours)
ONE
TWO
20 mins
Personal Statement
1. This is what I am good at 2. This is how I work.3. These are my values.4. This is the contribution I plan to concentrate
on, and the results I should be expected to deliver
Create your own Personal Statement
Where I came from
Celebrate my differences
Competitive
Curious
T-shaped
Can flex my communication style
Champion diversity
Keep it real
1. This is what I am good at. Finding the whispers in the noise. Connecting people from all walks of life to make magic happen. Creating and leading large, diverse winning teams. Staying ahead of the competition;
2. This is how I work. Passionately, with a smile on my face and a laser focus. Incredibly organised – I will blend my work with my family
3. These are my values.Be respectful, celebrate differences, keep it real, be kind, cheerlead others, work hard, have fun
4. This is the contribution I plan to concentrate on, and the results I should be expected to deliver.I will make the organisation I work in a more diverse, dynamic and happier place to work –fostering a winning culture.I will ensure the organisation is a beacon for talent and investment on the world stage.I will create a company that wins.
HEAD PERFORMANCE COACH
1. This is what I am good at. 2. This is how I work.3. These are my values.4. This is the contribution I plan to concentrate
on, and the results I should be expected to deliver
Exercise 4: Create your own Personal Statement
1.This is what I am good at.
Exercise 4: Create your own Personal Statement
10 mins
3Your personal brand has to be authentic. Sense check how others view you.
What brand do others see?
£17,000 £26,000
Open Blind
Hidden Unknown
Known to Self Unknown to Self
Known to Others
Unknown to Others
Johari window
Open Blind
Hidden Unknown
Known to Self Unknown to Self
Known to Others
Unknown to Others
Johari window
ask
tell
feedback
shared discoveryself
disclosure
self discovery
Known to Self
Open Blind
Hidden Unknown
Unknown to Self
Known to Others
Unknown to Others
Exercise 5: Mind the gap – Complete the Johari windowChoose up to 2 people from each of the following:• Direct report• Peer• Stakeholder
Homework
How to communicate your brand
4
Systems thinking – everything is connected
Exercise 6: How can you communicate your personal brand?
Think of every touchpoint your brand has with your stakeholders, and those that might not directly see or know your output
Your homework
Fine tune your personal statement
Work out your communication plan and put it into action
Now turn it into a tagline - practise saying it out loud
Perform your gap analysis of your brand –Johari Window exercise
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