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© 2011 SAP AG. All rights reserved. 2Internal
Outcomes: What You Will Learn Today
“Be Yourself, Everyone Else is Already Taken.”
Oscar Wilde, Author and Playwright
What a personal brand is and why it is important
How your brand can make or break your career
How to build your brand
How to live your brand
© 2011 SAP AG. All rights reserved. 3Internal
Actions | Attitudes | Attributes and Values | Life experiences | Other’s perceptions of you
BrandYour
Is Shaped by
Your Brand Is…• How you package and present
yourself
• How someone describes you
• Not something that should be left to chance
It’s What Makes You…
© 2011 The Ken Blanchard Companies. All rights reserved. Do not duplicate/15749A 5
Why is a Brand Important?
Richard Branson Mark ZuckerbergDonald Trump
Mark CubanWarren Buffet
Sheryl Sandberg
Marissa MayerIndra Nooyi
© 2011 SAP AG. All rights reserved. 6Internal
Let’s Imagine ...There were no career ladders, only great projects
You were your own brand manager
Your leaders were brand loyalists; they backed you, no matter what
Your peers were the biggest champions of your brand
If you only had 12-24 months to re-invent your brand …
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© 2011 SAP AG. All rights reserved. 7Internal
What’s the Buzz on YOU?The buzz is your brand. It’s what makes you …• different • distinctive• memorable
It’s what you stand for
© 2011 SAP AG. All rights reserved. 8Internal
Brand YOU – DARE TO BE DIFFERENT
Ask yourself: What do I do that adds remarkable, measurable, distinctive value? Where have I dared to be different?
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Ask yourself: What have I accomplished that I can unabashedly brag about? What have I done that has a long-lasting impact?
Ask yourself: What traits and behaviors work for my leaders? Will they work for me?
Forget your job title
Forget about imitating your leader
Forget the latest leadership fad/flavor of the month
© 2011 SAP AG. All rights reserved. 10Internal
Why Is a Brand Important at SAP?
Brand…Importance of
Let’s learn from an executive leader
© 2011 The Ken Blanchard Companies. All rights reserved. Do not duplicate/15749A 11
The higher you go in an organization …
… the fewer seats there are
at the table.
© 2011 SAP AG. All rights reserved. 12Internal
… the more people your brand will impact.
The Larger your Ecosystem…
© 2011 SAP AG. All rights reserved. 13Internal
Clarity | Authenticity | Consistency“It is not slickness, polish, uniqueness, or cleverness that makes a brand a brand. It is truth.” Harry Beckwith, Marketing & Branding guru
Build Your Brand
© 2011 SAP AG. All rights reserved. 14Internal
• Build Your Brand Worksheet• Assess your current brand
Action | Attitudes | Attributes and Values | Life experiences | Other’s perceptions of you
Brand…Create Your
© 2011 The Ken Blanchard Companies. All rights reserved. Do not duplicate/15749A 15
Partner DiscussionShare your Brand
© 2011 The Ken Blanchard Companies. All rights reserved. Do not duplicate/15749A 16
You Might Need to Change
© 2011 SAP AG. All rights reserved. 17Internal
Change Your Mindset: Employee versus Brand
Today…Working for bossDoing what’s assignedWorking on inboxPutting in timeBuilding a résuméThinking short-termFitting inBeing facelessGetting by with hard work
Tomorrow…Working for selfWorking on high profile projectsCommitting to your craftBeing passionateCreating a marketing planThinking long-termDifferentiatingCreating signature pieces of workThriving with strategic plan
© 2011 SAP AG. All rights reserved. 18Internal
How Will You Change?
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“Alright then smarty pants, who is the 1596th fairest in the land?”
© 2011 SAP AG. All rights reserved. 19Internal
Managing Your Brand in Times of Change
Work with a partner and …
Discuss things you need to consider/do to manage your brand in times of change or organization restructuring
Consider the steps to take if recovery of your brand is necessary
© 2011 SAP AG. All rights reserved. 20Internal
I commit to doing the following this year:
1. I will complete my brand development plan
2. I will enhance my résumé—including gaining experience through lateral moves
3. I will show that I’m a thought leader—innovative, relevant, current and marketable—both internally and externally
4. I will be able to clearly articulate my brand
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