Building  Your  Brand  Love,  life  and  the  pursuit  of  happiness  

Brand  

Life  

Work  

Family  

What  Everyone  Wants  

Choose  the  Problem  Carefully  

Save  my  life  Make  me  money  

Take  out  the  trash  

Brand  positions  the  problem  you  solve  

Segment   Problem   Solu?on  

The  ARCTM  behavior  drivers  

  Improve  Agility  to  deliver  innova?on  and  kill  the  compe??on  

  Avoid  or  reduce  Risk  to  business  ac?vi?es  

  Reduce  Cost  –  oEen  the  least  important  

  Choose  which  type  of  problem  your  brand  solves  carefully  

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Agility  

Risk  Cost  

•  The  three  fundamental  drivers  of  behavior  that  must  be  harnessed  in  all  brand  messaging  

•  Mul?ple  drivers  can  be  combined  to  create  a  balanced  brand  message  

Copyright  ©  S1NED  Limited  2012  All  Rights  Reserved  

ARCTM  

Metric  

Business  Stage  

Private    

Public    Government    

Charity  

Geographic  Loca?on  

Leadership  Style  

Compe??ve  Pressures  

It  is  not  enough  to  be  a  specialist  

• Capability  without  engagement  

• Go  Away  LiJle  Person  –  you  add  no  value  

• Trusted  Advisor  • Proven  Competency  

• Rela?onships  • No  Proven  Competency  

Celebrity   Trust  

Geek  GALP  

Trusted  Rela?onship  

Capability  

Do  you  play  in  the  first  (Trust)  or    fourth  (Geek)  quadrant?  

The  Four  Personal  Brand  Types  

Paratrooper   Old  Timer  

Consultant   Businessman  Specialist  Know

ledge    

Type   Interests  

Paratroop  (professional  change  agent)  

Fixing  stuff  that  is  broken  –  fast  Willing  to  take  calculated  risks  Happy  to  move  on  when  done  Welcomes  external  help  

Consultant  (management  consultant)  

Analyze  everything  in  detail  Slow  to  make  decisions  Driven  by  numbers  &  process  Risk  averse  

Old  Timer    (Experience  is  everything)  

Understands  the  business  Understands  his  own  area  Slow  to  change,  slow  to  trust  Incremental  

Businessman  (senior  manager  from  the  business)  

Business  focused  Probably  not  a  specialist  or  technology  savvy  Driven  by  numbers  Driven  to  align  business  

Knowledge  of  the  Business  

Steve  O’Donnell  Personal  Brand  

  I  align  and  fix  businesses  to  deliver  rapid  growth  and  effect  a  sale  or  IPO  (Agility)  

  I  have  a  proven  track  record  of  experience  and  success  (Risk)  

  I  am  reassuringly  expensive  (Cost)  

  Result  –  I  get  CEO,  Chairman  and  Advisory  Roles  

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Agility  

Risk  Cost  

•  The  three  fundamental  drivers  of  behavior  that  must  be  harnessed  in  all  brand  messaging  

•  Mul?ple  drivers  can  be  combined  to  create  a  balanced  brand  message  

Copyright  ©  S1NED  Limited  2012  All  Rights  Reserved  

ARCTM  

Metric  

Business  Stage  

Private    

Public    Government    

Charity  

Geographic  Loca?on  

Leadership  Style  

Compe??ve  Pressures  

 About  Me  Steve  O’Donnell  

Author  of  What  Every  CIO  Wants  Speaker,  Analyst  &  Commentator  Fiduciary  &  Advisory  Board  Member  Business  Adventurer  in  IT  Security,  Wireless,  Big  Data,  Managed  Services,  Solid  State  Storage  Social  Media  Addict  

Background  Global  Head  of  Opera?ons  BT  CEO  MEEZA  –  Qatar  Senior  Analyst  ESG  Career  IT  Spend  $30B+  

Copyright  ©  S1NED  Limited  2012  All  Rights  Reserved  

9  

How  do  I  promote  my  brand?  

Become  a  Rock  Star  

Blog  

Tweet  and  Engage  

Speak  at  Events  

Write  

Comment  

Join  up  everything  

Amplify  Content  

  Don’t  give  up  

  Don’t  stop  

  Automate  

  Make  it  a  life  rou?ne  

  Plan  content  constantly  

  Don’t  sell  out  

  Be  prepared  to  evolve  

Avoid  

Create  Some  Methodologies  

 Write  a  Book  Migrate  from  pundit  to  expert  

Six  months  effort  at  least  

 

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Steve  O’Donnell  

hJp://about.me/stephenodonnell  twiJer  @stephenodonnell  hJp://www.thehotaisle.com