Leadership-Canberra Future Net

Future NetMotivation and Leadership11 April 2012

Motivation and Leadership How can you grow your personal brand

within your company and peers?

AGENDA

What’s a personal brand?

Why do you need or want one?

How do you find yours?

How do you grow yours?

Link to me on LinkedIn (Ashton Bishop) and you can download this presentation

Paris in the

the Spring xx

Bird in the

the Hand xxx

Familiarity Exercise

Which way is she spinning?

The essential difference between emotion and

reason is that reason leads to conclusions while emotion

leads to actionneurologist Donald Galne

What’s a personal brand?

1

“A brand is a set of differentiating promises that link a product to its customers.”

- Stuart Agres, Young & Rubicam

Brands as a clothes hook

…most minds are more like this

“The way people build brands is in their heads. We build an image as birds build nests - from scraps

and straw we chance upon”.

- Jeremy Bullmore, Non-Executive Director of WPP

Your personal brand is exactly the same

The reason The Beatles were wildly successful is because “they never did the same thing ONCE”

Where branding goes wrong

A bad name doesn’t help things

Things might happen to your brand you can’t control

If a brand looks like a duck and swims like a dog, people will distrust it.

TRUST

Why do you want or need one?

2

So, the bad news is...

What are some brands in your world?

What are some brands in your world?

WHAT ARE SOME BRANDS IN YOUR WORLD?

The average person is exposed to:

$6.72 billion advertising spend in Aus*

Over 1,000,000 branded messages a year

3,000 branded message each day

Only notice 80

React to 10

57% are remembered negatively*BrianWave Connection, UK, 2004

*Neilsen data 2006

Obscurity is now your biggest riskBe bigger than your job title

We’re hardwired to notice only what’s different

How about thegood news...

Information AgeIndustrial Age

Innovative

Strategic

Creative

Routine

Tactical

Predictable

How do you find yours?

3

Two big questions

What do you want... Really?

What are you prepared to do to get it?

You’re looking for an idea

Einstein described his Theory of Relativity in the following way:

“that the laws of nature are the same for all observers in unaccelerated motion and that the speed of light is independent of the motion of its

source, so that the time interval between two events was longer for an observer in whose frame of reference the events occur in different places

than for the observer for who they occur at the same place”

He also described relativity in another way:

“If you talk to a beautiful woman for an hour, it will seem like a minute but if you had to sit on a hot

stove for a minute, it will seem like an hour.” That, said Einstein, “is the theory of relativity!”

You

CompetitorsAudience

BrandU

The golden circles of success

WHAT HOW

WHY

How do you grow yours?

4

There are two things that matter

1. WHAT you do

2. HOW you do it

WHAT

Grow your brand

BoardsProfessional Connections

Recommendations

Skills

Memberships

Smartcast

Network

Speak

build one at a time (click)

HOW

We all make mistakes

Who you are being is more important than what you say

*Mehrabian, 1971

Non-verbal 55%Vocal 38%Words 7%

What makes up communication?

People don’t care how much you know until they know how much you care

TALK STRAIGHT

Nothing happens withoutDesire | Permission

You can’t do it alone

You need to be able to manage ‘up’ as well as ‘down’

• The three most important things are

• 1 - find an idea that captures the essence of your brand

• 2 - true to you, value to your audience, different from your competitors

• 3 - It’s as much about ‘HOW’ you do as ‘WHAT’ you do

RECAP

THANKS

stepchangemarketing.com