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= Inspired Performance
Objectives
What is Branding? Understand its importance in the fullest sense. Understand your personal brand promise and how your distinct talent contributes to the strategic direction of your team and organization. Design your personal brand to better distinguish your talent and contribution and to deliver inspired performance.
Agenda
What is Branding? Understand your default brand and how you can develop your distinct brand promise. Create your brand promise. Formulate next steps to develop your distinct brand.
What is a Brand?
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Your Point of View and Actions The Way Others Perceive Your
Your Distinction
Your Brand Promise Your Distinct Contribution/ Talent Your Default Brand Your Actions and Points of View
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Brand Choices
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A great brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. Its an emotional connecting point that transcends the product.
Scott Bedbury, Nike/Starbucks
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are the people that are always asked to be on project teams or to take on highly visible projects? Why are they are consistently asked? What qualities do they possess? What is their distinct contribution?
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Distinct?
or Extinct?
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Tasks?
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In pairs, discuss
Is
there anything you think others missed or might miss? Is there anything that might surprise you in what others have said.
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Your Brand?
Am
I aware my default brand? Do I like it? How would I change it if I could? What opportunities does it open or close for me?
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Distinct Contribution/Talent
Have I received the highest Performance Review I could receive? What areas do I want to develop? If I fully developed myself in the areas I am committed to developing, how would people describe me?
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Would this description match the sixteen distinct words from my current Default Brand? What is the gap and the opportunity for development?
Your Actions
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Brand is Defined By
Consistency Distinction
Excellence Trustworthiness
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If there is nothing very special about your work, no matter how hard you apply yourself, you wont get noticed and that increasingly means you wont get paid much, either.
Michael Goldhaber, Wired
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Contribution/Talent Inventory
What
are my aspirations? What am I passionate about? What are my special strengths? What is my contribution to my work, my team, my organization, and its strategic goals?
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Brand Promise
Personal
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You are the storyteller of your own life, and you can create your own legend or not.
Isabel Allende, Author
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16 Distinct Words/Phrases that Represent your Brand Commitment. Use the 16 Words you Were Given or Make up Your Own. This is an Iterative Process- a Work in Progress. Follow Workbook Instructions
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If you dont invest in the brand as an asset like anything else, just like you would a factory, then you are going to lose market share and leadership. You have to maintain and replenish a brand over time.
Don E. Schultz, Professor of Integrated Marketing Communications Northwestern University
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Next Steps
Daily:
Keep a log about recent meetings and presentations. Have my actions enhanced my image of trustworthiness and credibility? Explicitly or implicitly? Take the opportunity to ask more people to describe you You will become clearer about your default brand.
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Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us. We ask ourselves, who am I to be brilliant, gorgeous, talented, and fabulous? Actually, who are you not to be?
Nelson Mandela
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