Building Your Brand - Steve O’Donnell - Talent4Tech
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Building Your Brand - Steve O’Donnell - Talent4Tech

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Building Your Brand - Talent4Tech event presented by Steve O'Donnell

Building Your Brand - Talent4Tech event presented by Steve O'Donnell

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Building Your Brand - Steve O’Donnell - Talent4Tech Building Your Brand - Steve O’Donnell - Talent4Tech Presentation Transcript

  •   Building  Your  Brand  Love,  life  and  the  pursuit  of  happiness   Work   Life   Family   Brand  
  • What  Everyone  Wants  
  • Choose  the  Problem  Carefully  Take  out  the   Make  me   Save  my  life   trash   money  
  • Brand  positions  the  problem  you  solve  Segment   Problem   Solu?on  
  • 5   Business   Stage   The  ARCTM  behavior  drivers   Private     Compe??ve   Public     Pressures   Government     ARCTM   Charity   Metric   Leadership   Geographic   Style   Loca?on     Improve  Agility  to  deliver   innova?on  and  kill  the   Agility   compe??on     Avoid  or  reduce  Risk  to   business  ac?vi?es     Reduce  Cost  –  oEen  the  least   important   Cost   Risk     Choose  which  type  of  problem   •  The  three  fundamental  drivers  of   your  brand  solves  carefully   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  
  • It  is  not  enough  to  be  a  specialist   • Rela?onships   • Trusted  Advisor   • No  Proven   • Proven   Competency   Competency   Trusted  Rela?onship   Celebrity   Trust  Do  you  play  in  the  first  (Trust)  or    fourth  (Geek)  quadrant?   GALP   Geek   • Go  Away  LiJle   • Capability   Person  –  you   without   add  no  value   engagement   Capability  
  • The  Four  Personal  Brand  Types  Type   Interests  Paratroop   Fixing  stuff  that  is  broken  –  (professional  change  agent)   fast   Willing  to  take  calculated   risks   Paratrooper   Old  Timer   Happy  to  move  on  when   done   Specialist  Knowledge     Welcomes  external  help  Consultant   Analyze  everything  in  detail  (management  consultant)   Slow  to  make  decisions   Driven  by  numbers  &  process   Risk  averse  Old  Timer     Understands  the  business  (Experience  is  everything)   Understands  his  own  area   Consultant   Businessman   Slow  to  change,  slow  to  trust   Incremental  Businessman   Business  focused  (senior  manager  from  the   Probably  not  a  specialist  or  business)   technology  savvy   Driven  by  numbers   Knowledge  of  the  Business   Driven  to  align  business  
  • 8   Business   Stage   Steve  O’Donnell  Personal  Brand   Private     Compe??ve   Public     Pressures   Government     ARCTM   Charity   Metric   Leadership   Geographic   Style   Loca?on     I  align  and  fix  businesses  to   deliver  rapid  growth  and  effect   Agility   a  sale  or  IPO  (Agility)     I  have  a  proven  track  record  of   experience  and  success  (Risk)     I  am  reassuringly  expensive   (Cost)   Cost   Risk     Result  –  I  get  CEO,  Chairman   •  The  three  fundamental  drivers  of   and  Advisory  Roles   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  
  • 9      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  
  • How  do  I  promote  my  brand?  
  • Become  a  Rock  Star   Amplify     Don’t  give  up   Blog   Content     Don’t  stop   Join  up   Tweet  and     Automate  everything   Engage     Make  it  a  life  rou?ne     Plan  content  constantly   Speak  at   Comment   Events     Don’t  sell  out   Write     Be  prepared  to  evolve  
  • Avoid  
  • Create  Some  Methodologies  
  •   Write  a  Book  Migrate  from  pundit  to  expert   Six  months  effort  at  least  
  •    Steve  O’Donnell  hJp://about.me/stephenodonnell  twiJer  @stephenodonnell  hJp://www.thehotaisle.com   15