The Brand Called You

The Brand Called.YOU!
An exercise in
personal
branding
Donna
Stapleton
The Brand CalledYOU!
Session Outline
What Do Great Brands Do?
What is Personal Branding?
Dimensions of Your Personal Brand.
Steps in Developing Yourself as a Brand.
How to Advance Your Career By Thinking
of Yourself as a Brand.
Examples of Great Brands
Nike Kelloggs
BMW Harley-Davidson
Sony RBC Financial
Coca Cola Group
Heinz Fairmont Hotels &
Resorts
Kraft
and many others!
How Did These Brands
Become Great Brands?
Provided consistent high quality product and/or service
Communicated clearly what the brand stood for and
delivered on expectations.
Gained a high level of brand awareness and recognition.
Established a solid image and reputation in the market
over time.
Maintained a relationship with users.
Developed respect and trust with customers.
Added value to the product and servicebecame sought
after and highly valued.
Personal Branding
Its about knowing

who you are.
what you stand for.
Its about
image and style.
integrity and values.
playing to your strengths.
managing your personality.
Four Dimensions of Your
Personal Brand
1. Functional - your practical abilities and skills
(understand you strengths and weaknesses).
2. Social - how you attract and interact with
others.
3. Mental - your intellectual ability to inspire
others, give insights and be a mentor.
4. Spiritual - how you connect to the bigger
picture, your role in society and the cause(s) in
which you believe.
Know Your Practical
Skills and Abilities
Interpersonal Skills Research and
Developing and Analysis Skills
Coaching Skills Thinking and Planning
Organizing / Co- Skills
ordinating Problem - Solving and
Cost Sensitivity Decision Making
Communication Skills Marketing and
Time Management Customer Service
Skills Leading and Managing
Know Your Personality Type
Myers-Briggs Type Indicator (MBTI) is a widely
used and useful personality test.
MBTI measures how people prefer to:
focus their attention (extroversion vs. introversion)
collect information (sensing vs. intuition)
process and evaluate information (thinking vs.
feeling)
orient themselves to the outer world (judging vs.
perceiving)
Know Your Personality Type
MBTI does provide good information on a

persons psychological type and preferences
for certain types of careers.
MBTI is useful for career development and self-
awareness.
Identifies some of the challenges and gifts of
people with different profiles.
Helps you to manage your personality and deal
with others.
Steps in Developing
Yourself as a Brand
Step 1: Identify the qualities and characteristics that
make you different from your colleagues.
Step 2: Ask your colleagues what they believe are your
greatest strengths and most noteworthy
personal traits.
Step 3: Clearly identify the things that you have done
that add value, that you are proud of and that
you can take credit for.
Step 4: Create visibility
Communicate, communicate, communicate...
How Do You Market
The Brand Called YOU?
Sign up for extra projects in your department.
Get involved in things outside your department
to showcase your skills to a new group.
Offer to be part of a panel discussion at a
conference.
Write an opinion piece for the local newspaper or
for an organizational newsletter or publication.
Volunteer to make a speech to a group.
Other ideas???
Key to Your Personal
Branding Campaign is...
word-of-mouth marketing
The Trick nurture
your network of
colleagues consciously
How to Advance Your Career By
Thinking of Yourself as a Brand
1. Improve your offerings
Never rest on your laurels.
Always look for ways to improve.
Focus on building new skills and strengths.
Stay on top of technology and use it to the max!
2. Build alliances and form relationships
Form alliances with others inside your organization or
department.
form alliances with those on the outside.
relationships and alliance building and negotiability are
critical skills for success.
3. Attend conferences and other professional
development meetings
Look for areas of mutual interest with those you
meet.
Keep networking and building relationships.
4. Focus on teamwork
Be a valuable member on teams.
Develop teams in your department to tackle work
and challenges that need attention.
5. Get involved in mentoring
Have a mentor for yourself.
Mentor others.
Take care of your staff - be concerned, coach them
and help them set goals.
6. Form your reference base
Have a group of people who can speak well of you.
Comes from your teamwork and relationship
building.
7. Market yourself
Tell your story - you cant
assume that people will know
the work you are doing.
Measure your skills, your
knowledge and your
accomplishments.
Be ruthless in identifying the
areas that need improvement.
8. Stay true to your brand
Be comfortable with yourself - dont try to be all
things to all people.
Find out what you are good at.
Do the best you can in areas that need improvement.
You cant change everything at once - changing your
personality is hard to do.
Support causes by giving time (and money) to what
you believe in.
Be ethical and socially responsible.
A Person With a Strong Personal
Brand is a Leader Who:
is concerned about others.
develops relationships and networks.
is trustworthy and dependable.
acts as a role model and mentor in the
organization.
is fair and consistent in decisions and evaluations.
has values and attitudes that are contagious.
A strong personal brand does not mean developing a
big ego.
Get Started on Building the
Brand Called YOU Today!!

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The Brand Called.YOU!

Its about knowing

MBTI does provide good information on a

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