Building Powerful Personal Brands

ABOUT This is the post-seminar slide deck of Dr. Jane Chin's live session on Personal Branding in Redondo Beach, California (USA) as part of Leaders Cafe Foundation's (LCF) 9/9/2009 World Interconnectedness Day event. The actual live session was facilitated free of slides to maximize participant engagement. This session was also live-streamed on the web to UK, Australia, United Kingdom, and USA as part of LCF's USA launch event at the Neighborhood Grinds cafe.

BRAND POWER NIKE GOOGLE $12 BILLION BRAND VALUE $100 BILLION BRAND Product VALUE Service "Just Do It" "Don't Be Evil" ("Swoosh" Logo) (Google Logo) Source: BrandZ top 100 Most Powerful Brands, 2009.

BRAND POWER Why do these brands command customer loyalty and preference ? Nike & Google ranked #1 in their category in 2009 Brandkey Customer Loyalty Engagement Index.

BRAND POWER In Personal Branding, YOU = product + service . How would you rank your personal brand's "customer loyalty and engagement"?

BRAND POWER Being "Different" is Not Enough. You have to be "Different", You have to Evolve ("Grow"), yet Remain Authentically "You".

FIRST ELEMENTAL PAIR IN BUILDING POWERFUL PERSONAL BRANDS TALENT-GENEROSITY

TALENT+GENEROSITY Identify Your Specific Talent. Confirm by Acts of Generosity. signs that you're on the right track include feelings of being... Alive - Relevant - Replenished

TALENT+GENEROSITY These individuals leave a distinctive and unique “mark” in their method of expression. MUSI CHILDREN AR MODER C ’S T N FICTION DANCE Source: Images of Mozart, Enid Blyton, Van Gogh, and Martha Graham from Wikipedia.org

TALENT+GENEROSITY What is Your Unique "Mark" ? How do You Express It ? do you want to share thoughts about your talent/generosity? email me at jane@janechin.com.

TALENT+GENEROSITY MY PERSONAL EXAMPLE: My talent is “expressing myself in a way to serve as an Example for others, such that they may learn from my successes and failures.” One outlet for my expressive talent is my mental health website ("Jane’s Mental Health Source Page" established 1998 and remains active today). Generous sharing of personal stories via my website was instrumental in healing from severe depression. Creating this website helped save my life AND became my first act of publicly practicing TALENT-GENEROSITY. Source: Jane’s Mental Health Source Page design archives http://chinspirations.com/mhsourcepage/

SECOND ELEMENTAL PAIR IN BUILDING POWERFUL PERSONAL BRANDS curb/ADDICTION+burn/BRIDGES

c/ADDICTION+b/BRIDGES Counterfeit/Phony/Fake Personal Brands Exist. why do some people create fake personal brands for themselves?

c/ADDICTION+b/BRIDGES why some people create (sometimes several) fake personal brands for themselves Audience Feedback (web/live) ... parental/cultural pressures easier to be fake than who you are fear of showing people who you are desire to fit societal norm fear of being authentic lack of self confidence fear of own "light" more than fear of own "darkness" told to "fake it until you make it"... (and many more reasons/excuses)

c/ADDICTION+b/BRIDGES Please Like me!

c/ADDICTION+b/BRIDGES Until you curb the addiction to approval and burn your bridges of excuses of why you should fake and feign, you will be continually thwarted from creating powerful personal brands (let alone effortlessly cultivating followers, freedom, and wealth). WHY? Because you siphon off tremendous energy to feed the fake that starves the authentic self.

c/ADDICTION+b/BRIDGES A True Story: I have a friend who was a state senator. He created a fake personal brand because he wanted his constituents and fellow senators to like him. He was so popular that he won 6 primary elections and held office for 9 years. He described this fake personal brand as "acting as if he had the answers even when deep down he didn't know what was going to happen; instead of being honest and saying he didn't know, he portrayed an act of being powerful."

c/ADDICTION+b/BRIDGES What Happened: He burned his bridge and left political office. He believed that if he stayed in office, he risked losing himself irrecoverably to the facade. My ex-senator friend said: "the personal price I was paying was no longer worth the approval."

c/ADDICTION+b/BRIDGES "Plan B" ~ Bane to Burning Bridges Audience Feedback (web/live) "there is something to burning one's bridges so one cannot return and one must go forward towards one's purpose. It seems that at that point there is a real choice of commitment... the fear of not having an out is huge and to break that fear it seems one must create that exact fear... and then keep taking that next step towards one's goal, purpose or dream." For the curb addiction/burn bridges element, Jane Chin described a key scene from the 1997 science fiction movie, GATTACA , where the naturally conceived imperfect human Vincent and his genetically superior younger brother Anton settled an argument with a swim out to the ocean. The objective was to see who could swim the farthest before turning back. Anton asked how it was possible that Vincent won (even as Vincent was genetically inferior). Vincent revealed that he was able to win every time because he never saved energy for the "way back".

c/ADDICTION+b/BRIDGES How does approval addiction run your life ? What bridges of excuses must you burn to start owning (not renting) your life ? do you want to share thoughts about addiction/bridges? email me at jane@janechin.com.

THIRD ELEMENTAL PAIR IN BUILDING POWERFUL PERSONAL BRANDS COCREATION+ACCOUNTABILITY

COCREATION+ACCOUNTABILITY Shift How You Work from Competition to Co-Creation . Possible Evolutionary Mechanism: Competition > Collaboration > Co-Creation (of course you can skip collaboration and get to co-creating)

COCREATION+ACCOUNTABILITY These two people "couldn't stand each other"* when they first met. *According to an interview with Brin in The Economist magazine. Photo of Larry Page and Sergey Brin from http://www.google.com/press/images.html

COCREATION+ACCOUNTABILITY If Brin and Page became Competitors, they could not have Co-Created Google! Yet many of us would not get over our initial prejudice about a person to even collaborate. Photo of Larry Page and Sergey Brin from http://www.google.com/press/images.html

COCREATION+ACCOUNTABILITY Hoarding = Hurdle to Shifting from Competition to Collaboration to Co-Creation Audience Feedback (web/live) "i think differencemakers (www.differencemakers.com.au) is acting as a catalyst for some and a home for others" ..."We're working onto shifting from competitiveness into collaboration as the human social attitude." ..."competition -> collaboration -> cocreation...with customers? or colleagues? or both? Is this internal or external?" ..."a participant here is a designer, she has ideas and instead of keeping ideas for herself she puts the design out there and ask other designers to participate; she said hoarding ideas gets stressful." ..."we have to lose attachment to where our ideas and insights end up" ..."An Intellectual Commons is OK if the contributors have another source of income" ..."people don't open up and share because they don't see the big picture; they want to only protect themselves... not the big picture of company staying alive and everyone gets the paycheck" ..."also says in grad schools here (USA), we don't want others to 'get the scoop' and thus first publication - so we learn to hoard info this way too." ..."'help other people get what they want and you will get what you want' Zig Ziglar is a truism for me"

COCREATION+ACCOUNTABILITY Embrace Successes AND Failures (Exercise Total Accountability). My emphasis here was on FAILURE and embracing your failures as well as your successes. We don't give Failure enough credit for forcing us to grow (true, some of us may refuse to grow even when forced to) and we even stagnate and procrastinate to avoid failing.

COCREATION+ACCOUNTABILITY Did Google Become a $100 Billion Brand by Failing Forward? These guys encourage their employees to spend 20% of work on PERSONAL PROJECTS. Photo of Larry Page and Sergey Brin from http://www.google.com/press/images.html

COCREATION+ACCOUNTABILITY PC World magazine calls Google "The World's Most Successful Failure" Here are what PC World called "Top 10 Google Failures" "Google X" "Google Coupons" "Google Viewer" "Google Catalog" "Google Video" "Orkut" "Google Web Accelerator" "Google Answers" "Google Checkout" "Google Voice Search" Source: http://www.pcworld. com/businesscenter/article/168129/google_the_worlds_most_successful_failure.html

COCREATION+ACCOUNTABILITY What are some failures and where have your failures taken you? Audience Feedback (live/web) One of our live audience participants shared about a project failure, where the consequence was getting fired because of the failure. She knew the inevitable was going to happen, and confronted her boss about how much longer she would have for work. Even though she viewed this as a failure, she also viewed this as a new beginning - she was forced to examine what her strengths really are and where she wants to take them... this was why she came to this personal branding seminar. (... Our web audience was very touched by this story and wanted to thank this participant for her courage!)

FOURTH ELEMENTAL PAIR IN BUILDING POWERFUL PERSONAL BRANDS MEASURE - "ONE"

MEASURE... quite simply: Measure Your Actions . (actions create a result that may be measured AND/OR the action itself may be measured.) Metrics may be a function of... # of conversations, units of time, other visible/observable change.

... "ONE" AT A TIME. Source: YouTube search for "Martha Graham's Lamentations" (interview done in 1976).

9TH & FINAL ELEMENT IN BUILDING POWERFUL PERSONAL BRANDS ACT!

ACT! Imagine if Nike spent $17+ Million back in the 1980s to come up with a slogan that said... JUST... THINK ABOUT IT. There is NO SUBSTITUTE for ACTION.

Jane Chin, Ph.D. Contact Information http://www.JANECHIN.com jane@janechin.com Twitter @janechin http://janechin.com/personalbrandebook.pdf (5.2MB, 67 Pages PDF) FREE Personal Branding eBook by Jane Chin, Ian Berry, et al (2009) from the DifferenceMakers Community

Building Powerful Personal Brands

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