What neuroscience can teach us about building a personal brand. For leaders, team leaders, and job seekers get the insight into how the brain works and how you can use that you craft the perceptions others have of you. Based on my book, "The Elevator Pitch of You" available in eBook and print form on Amazon.

1. Personal
Branding
What we can learn and
apply from Neuroscience

2. Phineas Gage

3. You can’t know
until you look
Daniel Gregory Amen

4. Its all Chemical

6. How fast our “Lizard brains” determine if we like
someone or not

7. Our
Brains are
lazy
FIGHT – FLIGHT – FREEZE

8. The 1-2-4 thought process
• One – our brains are wired to keep us safe
• 5 times more neural networks to detect threats than
rewards.
• We are biased towards negativity!
• Two – we process information in 2 ways non-
conscious and conscious
• Every 1/5th of a second we scan the environment and
react automatically.
• We are preprogrammed to look for
shortcuts.
• Four – there are 4 parts to the thinking process
• Emotion (unconscious), feeling, thinking, and self
regulation (conscious)
• The key – raise our “conversational intelligence” (C-IQ)
to manage emotions and help our prefrontal cortex to
step in and regulate our actions.
Evian Gordon, PhD University of Sydney Medical School | Judith E. Glaser, Author, Conversational Intelligence

10. We make
Assumptions
Based on our
“Gut”

11. Our brains assume a lot!
What you do not want is
people making the
WRONG
assumptions

12. We all have a brand
Jeff Bezos – A brand is what people say about us behind our backs.

13. Personal branding is about
control of perceptions

14. It’s all about how people
Perceive You
Heidi Grant Halvorson “No one understands you and what to do about it.”
https://www.amazon.co.uk/One-Understands-You-What-About/dp/1625274122

15. We like to think that rational people don’t let
emotions dictate choices and actions.
Science has proven that’s simply not true.
• Our emotional reaction is up to 3 times
faster than our cognitive one
• Our emotions trigger a decision
• Our rational self justifies that choice to
convince us we were right in the first
place.

16. Warmth and Competence
In BALANCE

18. Warmth
Do people want to work with you everyday?

19. Competence
What is your skills and abilities that
will make us more successful with
you then without you

20. The Tool
1. Your Behavioral Type – DISC (William Moulton Marston)
(123test.com to check)
2. Signature Strengths – Values in Action (Peterson and Seligman)
(http://www.viacharacter.org)
3. Possible Derailers
4. Personal Values

21. Example 1
I am an enthusiastic software engineer that
aspires to be reliable and productive in my work. I
am known for my good sense of humor and use
that to connect with my co-workers.
I value open communication, dependability, and
openness in others and set this as a standard for
myself. I look for new ways to challenge myself,
and desire to work with others that I can learn
from.
Warmth Competence
I am an enthusiastic software engineer that
aspires to be reliable and productive in my work.
I am known for my good sense of humor and use
that to connect with my co-workers.
I value open communication, dependability, and
openness in others and set this as a standard for
myself. I look for new ways to challenge myself,
and desire to work with others that I can learn
from.

22. Example 2
I am a reliable, committed and a thoughtful leader who
believes in helping our customers find solutions to
improve their operations. I am known for following tasks
through to completion and developing excellent
customer relationships. I am open-minded,
hardworking, and flexible in my work relations with
others. I believe providing high-quality products sets us
apart from our competitors. A good team spirit is vital to
our success.
Warmth Competence
I am a reliable, committed and a thoughtful leader who
believes in helping our customers find solutions to
improve their operations. I am known for following
tasks through to completion and developing excellent
customer relationships. I am open-minded, hardworking,
and flexible in my work relations with others. I believe
providing high-quality products sets us apart from our
competitors. A good team spirit is vital to our success.

23. My Statement
I am creative, energetic, and persuasive entrepreneur/leader
who believes in helping people and organizations to achieve
more than they thought possible. I am known for my
innovative approaches that provide valuable insight and
direction to others. I am open-minded, fair, and flexible in my
work relations with others. I deeply value diversity in all its
forms and believe it is the path to greatness. Developing
people is my passion. Technology is a skill. Customers are my
priority.
Warmth Competence
I am creative, energetic, and persuasive entrepreneur/leader
who believes in helping people and organizations to achieve
more than they thought possible. I am known for my
innovative approaches that provide valuable insight and
direction to others. I am open-minded, fair, and flexible in my
work relations with others. I deeply value diversity in all its
forms and believe it is the path to greatness. Developing
people is my passion. Technology is a skill. Customers are my
priority.

24. It’s about feeding the Lizard
REMEMBER
We Are Not Thinking Machines. We Are
Feeling Machines That Think.

25. Get it right…
and you’re ready to fly!
absolute-north.com | createmybrand.us