We all have a personal brand – whether we are managing it or not. Your personal brand is all about how other people perceive you, which results in your reputation. And this has a direct and measurable effect on your ability to be successful.
Are you ready to elevate your presence, make the right impact and to feel in control of where you are going? Building your brand will give you the insight and tools to do just this.
The amazing benefits of building your brand are:
This is for you if you are looking to step up to your next career challenge, are going through career change, are stakeholder facing, in a leadership role, a business owner or entrepreneur or simply want to get (re)connected to your purpose and passion in business.
Titled The Wild Card, this video based course is designed to walk you through a practical step-by-step process in developing your Personal Brand. The Wild Card was originally commissioned by Durham Business School in the UK and is delivered by Louise Mowbray, the International Speaker, Coach and Facilitator and Founder of Mowbray by Design .
This course delivers 8 lectures of around ten minutes each. Take this course in your own time and at your own pace - watch a video lecture and then explore the suggested media (TED talks, articles, books) and do the practical exercises to help you to embed what you have learned before you move onto the next.
Once you have completed this course, and if you are in a leadership role or managing a team or organisation, move onto the second course in this series – Build Your Leadership Brand For Success – Module 2 where Louise covers Leadership Brand, Team Brand and Corporate Leadership Brand.
Take some time to really explore what your purpose is in developing your personal brand. You may think of this as your goals or the outcomes you are looking for. Be very specific and practical – once you have explored this, answer the following questions in a notebook:
My purpose in building my personal brand is to:
The outcomes I am looking for are:
How will you know you have got there? What will have changed from a practical perspective?
Watch Dan Pink's video on what truly motivates you and make some notes on how this applies to you in your day to day working life? Click on this link to watch now.
This video from Gary Vaynerchuk (Wine Library) - Building Personal Brand Within the Social Media is a brilliant illustration of a personal brand in passion and action.
Observe and write down what you are doing when you are experiencing passion in your day-to-day life over a period of time. The easiest way is to review your day and work out when you experienced a place of true flow. Do the same for the dull moments and you will begin to get a real sense of what you are truly passionate about.
Once you have a clear idea, take the passion test. Write down your top ten and then distil it down to four or five. This is all about being in action of something: when my life is ideal I am playing, speaking, creating, driving, producing, managing, leading, writing, thinking, building…
Integrity is very simply doing what you say you will do, when you say you will do it. Getting conscious of this is a hugely empowering exercise and it starts to build trust with those around you, which is vital for building the third element of your personal brand - that of consistency.
It also means that we take on board and stretch to a level that we know we can and will deliver. This has a huge impact on us and others and is a great confidence booster.
You might want to keep a record of what you promise and what you deliver. Aligning these two elements is vital. Use what you have learned about your purpose and come at everything from your top five passions. I suggest you make a note of any changes you are experiencing.
Have a think about this. What values have you defined yourself by?
Send yourself off to a desert island and pick five people
to take with you - they can be living, dead, imagined or even a cartoon
character. Write down their names and why you are taking them with
Each and every person you took to the island represents values that are important to you. What are they? Are these the same values you originally thought to be true? Are you compromising any of these values on a day-to-day basis? If so, what can you do about this?
Once you have a clear idea of these, combine them with your top five passions and start taking action on a-day to-day basis. Notice and make a note of the changes that are occurring.
Have a look at the Target Markets Example of how to go about your analysis of your target markets / audience in the Supplementary Material. This example was created by a Private Banker. Now create your own spreadsheet or mindmap based on your current stakeholders. Once you have segmented your current stakeholders and thought about what each person, group or entity wants from someone like you, ask yourself what you could be delivering or how you could be adding value in a way that makes you stand out. This is a vital element of building your brand. The key here is to ask yourself what your target markets/ audience ie your Stakeholders want from someone like you? If there were five of you in a room, what would each person / entity go for - what would sway them?
This is all about putting yourself in your stakeholders shoes. It will give you invaluable insight into what others need and want. And keep this up to date, if your situation changes, do the analysis again.
The Ladder of Cause and Effect is the most wonderfully powerful model - take a look at where you are not taking responsibility
in your life - you will be able to recognise this as you will either be
in expectation, complaint, feeling frustrated, being aggressive or in resignation.
You might want to write down all of the areas in your life where this is happening, make a decision about what you want, take responsibility and then ask for what you want in the most appropriate way.
We will refer back to the Ladder of Cause and Effect many times throughout The Wild Card so you might want to make yourself really familiar with this now. And use it to your benefit wherever you need to.
This lecture is just under 10 minutes in duration. Here we explore:
Please have a look at the supplementary materials before you start and complete the Quizzes once you are done.
Please NOTE: You will find a reference to login to www.thewildcard.me/login in this video. There is no need to login as we have loaded all of the supplementary materials here and in the Quizzes.
Shifting from the 'story' to the facts of a situation helps you to gain clarity and to make the right choices for yourself. It also means that you are able to take responsibility for what you want and to be in action of this. Use the Ladder of Cause and Effect to your benefit here.
Observe yourself and get
really conscious about how often you are able to forget the story and to
make decisions from a neutral place and answer the following:
Observe yourself and get really conscious about how often you are able to forget the story and to make decisions from a neutral place and answer the following:
We can't be all things to all people! What is your specialisation and what differentiates you from others in your field? What is your area of expertise? Take some time to really explore this for yourself and to understand what your specialisation is and whether there is a market for it?
It’s time to find out how you are actually perceived. Draft an email and top and tail it as you would usually do. The message should include something along these lines:
I am working on my personal and professional development and would really appreciate your feedback on how you perceive me in the context of our working relationship. Specifically, I would like your view on my top three positive qualities, and also those you believe need development. Please be as constructive and honest as possible. Timing wise, I would appreciate your feedback within the next week.
Now hit the ‘send’ button.
You are going to need to send this mail to loads of people to get a real idea of how you are perceived. Ideally you are looking for at least twenty responses to have a clear idea of what’s going on. Send it to anyone you have had a working relationship with. This includes past and present colleagues, clients, suppliers, lecturers, contacts, stakeholders et al.
When you receive the feedback, use a spreadsheet to organise this invaluable information. You will find there are themes - collate these so that you can identify your top three areas of strength and the top three areas you need to improve.
This is without doubt the most powerful exercise you will do in building your personal brand. You will learn what it is that others find compelling about you, which is the foundation in building your brand. You will also know that this is authentic. You should expect a full response within a week to ten days of your email.
Sheena Iyengar explores the topic of choice in this TED video, which is worth watching.
Now that you have a clear idea of the foundation of your brand - what it is that makes you compelling to others - what do you choose? And when it comes to areas to improve, what actions can you take?
Use the ladder of cause & effect, take responsibility and ask for what you want. You might want to keep a note of any shifts you are experiencing as you roll out what is compelling about you more consistently.
So now you have a better understanding of what change is all about, have a think about where you are stuck? Can you apply a twenty percent change to this area? Think of this as placing one foot in front of the other, rather than taking a giant leap, which may seem impossible to do.
Once you have worked out what you need to change, use the Ladder of Cause and Effect and take full responsibility for it and go into action of what you want. One small step at a time.
You might want to list all of the areas that need a shift and the actions you can take to move forward. When you have taken action, think about the next step and keep a note of what happens.
Louise is the owner of Mowbray by Design, Co-Founder of smartRevolution and Producer of the ‘The Wild Card – the video based tutorial on building Personal, Leadership, Team and Corporate Leadership Brand, originally commissioned by Durham Business School.
She is internationally recognised as a thought leader in creating and building personal, leadership and corporate brand value – developing conscious leaders driving conscious business and beyond.
Louise is a regular performer in the media and her work has been featured in the Financial Times, New Statesman, The Times, The Sunday Times, The Independent, The Daily Mail, on ITV, BBC, SATV, Summit TV, various radio stations and other print and digital media platforms worldwide.
She is a professional speaker (PSA), qualified ICF and Consciousness Coach®, consultant and facilitator and is a visiting lecturer at a number of business schools and other learning institutions.