2016-09-27 Empower You: 5 Steps to Create Your Personal Brand & Become A Thought Leader

Thrive. Grow. Achieve.
Empower You: 5 Steps
to Create Your Personal
Brand & Become A
Thought Leader
Anne Collier, Arudia
September 27, 2016

Anne E. Collier, MPP, JD, PCC
Executive Coaching & Development
Building Your Personal Brand & Business Reputation:
How To Distinguish Yourself and Be Remembered
Your Communities
Attract Opportunities
Key Words & Phrases
Do You Have
Executive Presence?
Sophisti-
cation
Great
grooming
Grace
under fire
Fitness
Sense
of
humor
Confidence
Emotional
Intelligence
Attractive
(but not
sexy)
Decisive
Authenticity
Command
of the
room
Vision
Ability to
read an
audience
PolishCharisma

BRAND YOURSELF
© MMXIII-MMXV ARUDIA www.arudia.com
1
EXECUTIVE PRESENCE
Gravitas Communication
Appearance
BRAND YOURSELF
Gravitas
poise under pressure
ability to project confidence
decisiveness
1
BRAND YOURSELF
Communication
assertiveness
ability read an audience or situation
speaking skills
1
BRAND YOURSELF
Appearance
pulled togetherpolished
1

BRAND YOURSELF
1
CLIENT NEEDS YOUR SERVICES
DIFFERENTIATE YOURSELF 2
WHY “BRAND” YOURSELF?
Question 2
BRAND YOURSELF 1
WHAT ARE YOUR FAVORITE BRANDS?

BRAND YOURSELF 1
Question 2

WHAT IS A BRAND?
BRAND YOURSELF 2
Promise of a consistent experience
BRAND YOURSELF
2
everyone else is already taken.
-Oscar Wilde
Be yourself;
CREATE CONFIDENCE
BRAND YOURSELF 2
2
PROBLEM SOLVER

2ANSWER THE BIG “WHY”
WHY
2
BRAND YOURSELF
LESS IS MORE LESS IS MORE LESS IS MORE
MORE
LESS IS
WARNING!
BRAND YOURSELF 2

BRAND YOURSELF 2
What drives
you?
ex: Partner
with clients
ex: Think
strategically
ex: Get
results
4 examples of each
WHY/MISSION
HOW
WHAT
How do your
clients
benefit?
THE MESSAGING PYRAMID
fore-
word
© 2013-2015 ARUDIA www.arudia.com
I strive tirelessly to
provide a higher level
of excellence on
every front
WHY/MISSION
HOW
I’m an effective
advocate; I
assess my
audience to both
gear my message
to resonate and to
foster
understanding.
DEMI’S MESSAGING PYRAMID
While I juggle 5 or
6 complex projects
at any time, I’m not
above rolling my
sleeves up to
undertake even the
most menial tasks
to get it done.
I attack challenges
head on. In any
situation, I quickly
discern the
problem, identify
next steps, and
mobilize resources
so that we resolve
it effectively.
With a focus on
the end result, I
plug in the right
people and
resources to
achieve success.
fore-
word
Provide a higher
level of excellence
on every front
Effective
advocate
Juggle complex
projects
roll sleeves up
Attack
challenges
head on
4 examples of each
WHY/MISSION
HOW
WHAT
Focus on the
end result
DEMI’S MESSAGING PYRAMID
fore-
word

THE 5 STEPS
BRAND YOURSELF
2
1
3
5
4
2
BRAND YOURSELF 2
Establish a Powerful Mindset
Identify Why
Choose Your Vocabulary
Deﬁne Your Mission
Build Your Brand Description
1
2
3
4
5
THE 5 STEPS
STEP 1: ESTABLISH A
POWERFUL MINDSET
BRAND YOURSELF 2
STEP 1: ESTABLISH A POWERFUL MINDSET 2

WHAT HOLDS YOU BACK?
Questions 6 - 7
STEP 1: ESTABLISH A POWERFUL MINDSET 2
2
“I don’t have enough
experience”
“I am a problem
solver”
“I don’t know enough” “I am smart”
“Someone else
knows more”
“I can figure it out”
“I love challenges”
“I haven’t done this
before”
“I don’t belong here” “I have earned it”
Questions 6 - 7
EXERCISE 1: WHAT HOLDS YOU BACK?
SOLUTION TO A CLIENT’S
PROBLEM
LOOKING OUT FOR
NUMBER ONE
MINDSET: WHO DO YOU THINK YOU ARE?
2
STEP 1: ESTABLISH A POWERFUL MINDSET
Questions 6 - 7
2
Top 5 accomplishments
Points of praise
Talents
Overcoming adversity
EXERCISE 2: WHAT ARE YOUR STRENGTHS?
Question 8

STEP 2: IDENTIFY “WHY”
2
BRAND YOURSELF
“WHAT”
STEP 2: IDENTIFY “WHY”
Why
How
What
2-3
“WHY”
Why
How
What
STEP 2: IDENTIFY “WHY” 2-3
PEOPLE ARE INTERESTED IN . . .

DEMI’S “WHY”
“I strive tirelessly to provide
a higher level of excellence
on every front”
STEP 2: IDENTIFY “WHY” 3
higher level of excellence
Questions 9 - 13
MISSION &“WHY” EXAMPLES
“I handle the logistical issues so that
others breathe a sigh of relief”
“I think strategically, identify resource needs,
and then make it happen”
“I harness each team members’
strengths so the team can succeed”
Questions 9 - 13
VALUES
Balance
Success
Wisdom
Integrity
Joy
Authenticity
Loyalty
3
When you’re reﬂecting
on a great day, what
made it great?
EXERCISE 3: When you’ve had a great day . . .
Question 9

3
When you’re reﬂecting
on a great day, what
made it great?
EXERCISE 3: When you’ve had a great day . . .
Question 9
TED TALK: SIMON SINEK
HOW GREAT
LEADERS INSPIRE
ACTION
23,230,530 views
STEP 3: CHOOSE YOUR
VOCABULARY
BRAND YOURSELF
Strategic
Powerful
Peace of Mind
Responsive
3

Authentic
Distinctive
STEP 3: CHOOSE YOUR VOCABULARY 3
DEMI: FINDING THE RIGHT WORDS
Higher level
Mobilize resources
Energizing
Excellence
Engaging
Value
Advocate
Quick
Simple
Nimble
DEMI: FINDING THE RIGHT WORDS
Higher level
Mobilize resources
Excellence
Value
Advocate
Quick
DEMI’S KEY ELEMENTS
Higher level of excellence
I quickly discern the problem
Assess my audience to both gear my message to
resonate and foster understanding
Mobilize resources to resolve problems effectively
I attack challenges head on
I’m an effective advocate
Focus on the end result

IF YOU WERE A BRAND,
WHAT WOULD YOU BE?
Questions 14-16

3
EXERCISE 4: CHOOSE YOUR VOCABULARY
BRAND YOURSELF
STEP 4: DEFINE
YOUR MISSION
4
4
CLARIFY YOUR LIFE PURPOSE
Where are you headed?
What would you like to achieve?
STEP 4: DEFINE YOUR MISSION

CRAFT YOUR MISSION STATEMENT
Accurate
Aspirational
STEP 4: DEFINE YOUR MISSION 4
EXPERTISE
4
SOLUTIONS
4
CLIENTS

DEMI’S MISSION STATEMENT
I strive tirelessly to provide a higher level of excellence
on every front
How
Who/Goal
Why
GRETCHEN’S MISSION STATEMENT
Bring change to an organization by
connecting people to strategy
How
Who/GoalWhy
CATHERINE’S MISSION STATEMENT
I ﬁgure out how to get everybody what they need
so my client can succeed
How
Who/Goal Why
4
CHARLOTTE’S MISSION STATEMENT
I start with the end game and
ﬁgure out how to get there
How
Who/Goal
Why
4

JACK’S MISSION STATEMENT
To build value in energy
How
Who/Goal
Why
4
Exercise 5: What Is Your Mission? 4
For which of your skills,
knowledge, or expertise do
clients and colleagues seek
you out?
Question 17
What drives
you?
ex: Partner
with clients
ex: Think
strategically
ex: Get
results
4 examples of each
WHY/MISSION
HOW
WHAT
How do your
clients
benefit?
STEP 5: BUILD YOUR BRAND DESCRIPTION 5
THE AUTHENTIC YOU - KEY ELEMENTS
Strengths
How
Tag line
Goal
Who
Why
Clients
Passion
BRAND YOURSELF 5

THE MESSAGING PYRAMID: WHY/MISSION
WHY/MISSION
Unique selling proposition
Value proposition to your target audience
Achieve clients’
objectives in an
efficient manner.
HOW DEMI DOES IT!
Keys to achieving your mission
How the clients’ beneﬁt
HOW
Effective
advocate
Juggle complex
projects
Roll up sleeves
Attack
challenges
head on
Focus on the
end result
THE MESSAGING PYRAMID: WHAT
4 examples of each
WHAT
Short, compelling, narrative “bites”
Clients say . . .
THE MESSAGING PYRAMID: WHAT
4 examples of each
WHATHow you specialize
Strategies and techniques
Programs and services
Knowledge, relationships, perspective
Niche areas of expertise
Education and training
Clients say . . .

GENERATE
GRAVITAS
BRAND YOURSELF
&
CONFIDENCE
7
SOLUTION TO A CLIENT’S
PROBLEM
LOOKING OUT FOR
NUMBER ONE
MINDSET: WHO DO YOU THINK YOU ARE?
2
STEP 1: ESTABLISH A POWERFUL MINDSET
GENERATE GRAVITAS & CONFIDENCE
Create your Best Self
Know your needs
Dress your brand
GENERATE CONFIDENCE 7
GENERATE CONFIDENCE
What do you need to be at your best?
MANAGE MINDSET
29
revved up
focusedCalm
7
Question 19

TWO WORDS THAT DESCRIBE YOU
In charge Powerful
Insightful
Strategic
Wise
Smart
Unflappable
7
Question 20
Exercise 6: Manage Mindset (Part 1)
TWO WORDS THAT ARE A BIT OF A STRETCH
Sparkling
Unforgettable
Colorful
High End
Centered
Dynamic Engaging
Joy
7
Question 21
Exercise 6: Manage Mindset (Part 2)
© MMXIII-MMXV ARUDIA www.arudia.com © MMXIII-MMXV ARUDIA www.arudia.com
What do you say?
So good to see
you, how are you doing?
What’s new?
You know,
same old
same old
Nothing new.
Just busy at
work.
We’re so
busy these
days
7
Question 23

NETWORKING
So good to see
you, how are you doing?
What’s new? latest trends
recent accomplishments
speaking engagements
articles
trying social media/blogging
success with a project
technology
practice management tip
interesting cle
interesting article
recents hires
expanded team
new project group
7
NETWORKING
Exercise 7: Create Your Own “News” Story
Work in pairs to develop your own
“news” stories to share about yourself.
So good to see you, how
are you doing? What’s new?
my news story. . .
7
Question 23
THOUGHT LEADERSHIP
Sharing insights, ideas, or a point of view
that increases knowledge and/or makes a valuable
contribution to the conversation on a critical issue
or need… with a goal of advancing reputation.
8
Your Communities
Attract Opportunities
Key Words & Phrases

CREATE YOUR PLAN
Refine Your Vision: Focus on Goals
Your
achievements?
Who are your clients?
What will people say
about you in 3 years?
Opportunities?
Your niches?
Who will know you?
Your role at the
organization?
Thought leader?
What will people say
about you in a year?
Question 40-44
12
CREATE YOUR PLAN
Create Your Strategy
Where can you find
potential clients?
Single Daily Action?
How will you build
your reputation?
Presentations?
30-day strategy
Where will you
network?
Conferences?
Will you use
social media?
Your niche?
12-14
Questions 45-56
YOU HAVE YOUR OWN SPECIAL WAY
SUMMARY SLIDE
Body Line One
•Body Line Two
•Body Line Three
•Body Line Four
##
FOR MORE INFORMATION
Please contact Anne Collier at
anne@arudia.com or
202-449-9751
THANK YOU!
BRAND YOURSELF

2016-09-27 Empower You: 5 Steps to Create Your Personal Brand & Become A Thought Leader

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2016-09-27 Empower You: 5 Steps to Create Your Personal Brand & Become A Thought Leader