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Page 1 of 14 
Copyright 2013-C2 Communications, LLC 
Be relevant. 
Or, be replaceable 
Standout from the 
rest of the crowd 
by building the 
right personal brand. 
Be [You] 
[Cyndee Woolley, APR] 
(239)571-3174 | cyndee@c2-com.com 
Linkedin.com/in/cyndeewoolley 
@cmwooll | #BrandYou 
www.BuildingBrandYou.com
Page 2 of 14 
Copyright 2013-C2 Communications, LLC 
Your brand is a reflection of every 
experience a person expects of you, and his or her emotional reaction to that experience. 
You are Brand [You] 
Building your personal brand is about living as the person that you want to be and expressing that [YOU] authentically, intentionally, consistently and confidently – 
through every way possible. 
It isn't about living up to someone else's expectations of you or about setting safety nets for what you “might” want to have someday. It is about setting the direction in your own life so that you can confidently look at yourself in the mirror each morning, knowing people are seeing you for exactly who you choose to be. 
[You]topia 
Visualize your life in ten years. 
Forget about what you know you can do and focus in on what inspires you. 
What would you dare to do if you knew you could not fail? 
Would you give up everything you own and dedicate your life to a greater good? 
Describe what you see, hear, and feel in your [You]topia. 
What type of house do you live in? 
Do you have a huge yard full of kids? Or dogs? Or perfectly manicured topiary trees? 
Who are the most important people there with you? What do you enjoy doing together? 
How do you spend your time? Are you leading a business? Coming up with big ideas?
Page 3 of 14 
Copyright 2013-C2 Communications, LLC 
Are you helping small businesses? Or working for a large corporation? 
What is your job title? Are you a C-suite executive (CEO, CFO, CMO)? Are you the owner of your own business? 
Are you in flip-flops working on a laptop in your backyard? Or do you get up in the morning to put on your Gucci suit before your car service drives you downtown to your corner office on 5th Avenue? 
Where do you spend your time when you aren't working? Are you surrounded by family? Saving an endangered species? Or seeking adventure around the next corner? 
What does the word “family” mean to you? It could be as simple as a spouse, or perhaps “family” means having enough kids for a whole football team. You decide. 
____________________________________________________ 
____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________
Page 4 of 14 
Copyright 2013-C2 Communications, LLC 
[You]r Priorities 
List out your top 5 Priorities: 
1. ___________________________________________________ 
2. ___________________________________________________ 
3. ___________________________________________________ 
4. ___________________________________________________ 
5. ___________________________________________________ 
How are you currently spending your day? 
Placing your #1 priority first, how would you be spending your day? 
Write down three changes you are going to make right now to start placing your true priorities first every day. 
1. ___________________________________________________ 
2. ___________________________________________________ 
3. ___________________________________________________
Page 5 of 14 
Copyright 2013-C2 Communications, LLC 
Defining Core Values 
Circle all of the values below that you would like to be known for: 
Abundance 
Accessibility 
Accuracy Achievement Adventure Altruism Ambition Assertiveness Balance 
Beauty Being the Best Belonging 
Benevolence Boldness Carefulness 
Celebrity Challenge Cheerfulness 
Cleanliness Commitment Community Compassion Competitiveness 
Conformity Consistency Contentment Control Cooperation Courtesy Creativity Curiosity Decisiveness Dependability 
Determination Dignity 
Diligence Discipline Discretion Diversity 
Duty Effectiveness Efficiency Elegance Empathy Energy 
Enjoyment 
Entertainment Enthusiasm Excellence 
Excitement Expertise Exploration Expressiveness 
Extravagance Fairness Faith Family Fidelity 
Financial Security Fitness Fluency Focus Freedom Fun Generosity Grace 
Growth Happiness Hard Work Health Helping Honesty Honor Humility Independence Ingenuity Inner Harmony Inquisitiveness Insightfulness Intelligence Intuition Justice Leadership 
Leaving a Mark Legacy Love Loyalty Mastery Modesty 
Motivation 
Neatness Obedience Openness 
Originality 
Passion Patriotism 
Peace Perfection 
Positivity 
Practicality Professionalism Reliability 
Religion Resourcefulness Results Security Self-Control Selflessness Self-Reliance Sensitivity Serenity Service Simplicity Speed Spontaneity Stability Strategic Strength Success Support Teamwork Thankfulness Thoughtfulness Timeliness Tolerance Tradition Trustworthiness 
Truth Understanding Uniqueness 
Vision 
Wealth
Page 6 of 14 
Copyright 2013-C2 Communications, LLC 
 Describe a time in your life when you were the happiest. 
o What were you doing? 
o Who was with you? 
o What was it about this moment that made you happy? 
 Describe a point in time when you were proudest of your accomplishment. 
o What did you accomplish? 
o Why did this make you proud? 
o If others were present, why were they proud of you? 
 Describe a time when you felt fulfilled and content with your life. 
o What were you doing? 
o How did this feel meaningful? 
Write down your top 5 Core Values. 
1. ___________________________________________________ 
2. ___________________________________________________ 
3. ___________________________________________________ 
4. ___________________________________________________ 
5. ___________________________________________________
Page 7 of 14 
Copyright 2013-C2 Communications, LLC 
Brand [You] Goals 
Top 5 Career Goals 
Top 5 Personal Goals 
1. 
2. 
3. 
4. 
5. 
1. 
2. 
3. 
4. 
5.
Page 8 of 14 
Copyright 2013-C2 Communications, LLC 
3 Core Audiences 
[Ideal Customers] 
[Network of Peers] 
[Inspirational]
Page 9 of 14 
Copyright 2013-C2 Communications, LLC 
Brand Message 
 My name is <YOU> and my passion / vision in life is <insert summary of [You]topia>. 
 In my position / business, our top priorities are... <insert priorities> 
 As we serve our customers, we value... <insert values> 
Long Version: 
____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ 
____________________________________________________ ____________________________________________________ ____________________________________________________ 
Short Version: 
____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ 
Get feedback and adjust: 
____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________
Page 10 of 14 
Copyright 2013-C2 Communications, LLC 
Polish Your Appearance and Body Language 
Bad habits 
The message you are sending 
Avoiding eye contact 
You are disinterested 
Slouching 
You lack confidence or have poor self esteem 
Folding your arms across your chest 
You are closed off and disinterested in what the person is saying 
Frequently looking down 
You are uncomfortable or self-conscious 
Angling your body away from others or angling your feet away from others 
You are looking to get away from the person 
Fidgeting or playing with your hair 
You are uncomfortable or anxious 
Glancing at the clock 
You are disinterested in the conversation or arrogant 
Frowning, scowling or scrunching your eyebrows 
You are defensive or disagree with the conversation 
Leaving your phone visible, texting or checking email during a conversation 
You don't think that the person you are with is important 
Follow up action steps: 
1. Go through your closet. Anything that doesn't make you look and feel like the confident professional that you are, throw it away. 
2. Make an appointment with a style consultant to pick out one signature look or outfit to enhance your brand. 
3. Next time you are at a networking event, lunch or business meeting, focus on one person's body language. What is he or she telling you about their interest via their body language? 
4. During your next meeting with one of your friends or colleagues, ask him or her if you have any bad body language habits that you need to correct. Then, fix it.
Page 11 of 14 
Copyright 2013-C2 Communications, LLC 
5 Key Messages 
Crafting Key Messages 
1) You are an influencer or [You]topia 
2) Establish Credibility with your top five accomplishments 
3) Relevance and "What is in it for me" (WiiFM) through your Benefits Statements 
4) Your Brand Value 
5) What action would you like people to take? 
You are an influencer or [You]topia 
[You]topia is a clear vision of your ideal future. Simply knowing where you want to be in your life allows you to take a first step in establishing your influence. People will either jump on board or get out of your way. 
Write your [You]topia below: 
________________________________________________________________ 
Establish Credibility with your Top Five Accomplishments 
Chances are, you've met that idealist who has plans to save the world, but can't seem to find his elbow to save his life. Unfortunately, these crack-pots mess it up for the rest of us with credible dreams and goals. Use your accomplishments to establish your credibility. 
Write a summary statement of your top five accomplishments below: 
________________________________________________________________ 
Relevance and "What is in it for me" (WiiFM) through your Benefits Statements 
The third key message you should prepare is crafted around the most important person in the world -- ME! Translate your goal and accomplishments into a message that helps others understand why it is important for “me” to know. 
Write your summary benefits statement below: 
________________________________________________________________
Page 12 of 14 
Copyright 2013-C2 Communications, LLC 
Your Brand Value Statement 
Often the “value” discussion for consultants centers around what is the right rate to charge clients. Value is rarely about money. Think about what value you bring to a relationship in terms of being a resource that saves time, money, and frustration. 
Write your Brand Value Statement below: 
________________________________________________________________ 
What action would you like people to take? 
This is perhaps the most often overlooked key message in professional development. What action would you like people to take when they meet you? Should they sign up for your blog or email? Should they hire you as a consultant? Perhaps they should pledge support to a cause you advocate? 
Many professionals fail to close the deal because they fail to ask for the close. The time to direct someone to take action is precisely when you have that person’s attention. 
Write your action step below: 
________________________________________________________________
Page 13 of 14 
Copyright 2013-C2 Communications, LLC 
Illustrate Your Key Messages 
A good story is about more than just entertainment. A good story can help you communicate your key messages in a way that people are more likely to understand and remember because you are creating this space to connect on an emotional level and build a relationship. 
In telling your story, what is your intention for the audience? 
____________________________________________________ 
Select one of your key messages and write down the point of telling your story? What do you want your audience to learn? 
____________________________________________________ 
What is your hook? 
____________________________________________________ 
Describe the key elements of your story including setting the scene, the main characters, the quest, conflict and resolution. 
____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ 
Drive your key message home by asking, "Have you ever been in this situation?" 
____________________________________________________ 
What action do you want your audience to take? 
____________________________________________________
Page 14 of 14 
Copyright 2013-C2 Communications, LLC 
At the end of the day, your brand isn't what you say it is. 
Your brand is what people perceive - 
based on how it makes them feel. 
Develop a Brand [You] that leaves people 
feeling confident, inspired and in charge. 
Be Passionate, Be [You] 
~ Cyndee Woolley 
[Cyndee Woolley, APR] 
(239)571-3174 | cyndee@c2-com.com 
Linkedin.com/in/cyndeewoolley 
@cmwooll | #BrandYou 
www.BuildingBrandYou.com

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Personal branding building brand you handouts

  • 1. Page 1 of 14 Copyright 2013-C2 Communications, LLC Be relevant. Or, be replaceable Standout from the rest of the crowd by building the right personal brand. Be [You] [Cyndee Woolley, APR] (239)571-3174 | cyndee@c2-com.com Linkedin.com/in/cyndeewoolley @cmwooll | #BrandYou www.BuildingBrandYou.com
  • 2. Page 2 of 14 Copyright 2013-C2 Communications, LLC Your brand is a reflection of every experience a person expects of you, and his or her emotional reaction to that experience. You are Brand [You] Building your personal brand is about living as the person that you want to be and expressing that [YOU] authentically, intentionally, consistently and confidently – through every way possible. It isn't about living up to someone else's expectations of you or about setting safety nets for what you “might” want to have someday. It is about setting the direction in your own life so that you can confidently look at yourself in the mirror each morning, knowing people are seeing you for exactly who you choose to be. [You]topia Visualize your life in ten years. Forget about what you know you can do and focus in on what inspires you. What would you dare to do if you knew you could not fail? Would you give up everything you own and dedicate your life to a greater good? Describe what you see, hear, and feel in your [You]topia. What type of house do you live in? Do you have a huge yard full of kids? Or dogs? Or perfectly manicured topiary trees? Who are the most important people there with you? What do you enjoy doing together? How do you spend your time? Are you leading a business? Coming up with big ideas?
  • 3. Page 3 of 14 Copyright 2013-C2 Communications, LLC Are you helping small businesses? Or working for a large corporation? What is your job title? Are you a C-suite executive (CEO, CFO, CMO)? Are you the owner of your own business? Are you in flip-flops working on a laptop in your backyard? Or do you get up in the morning to put on your Gucci suit before your car service drives you downtown to your corner office on 5th Avenue? Where do you spend your time when you aren't working? Are you surrounded by family? Saving an endangered species? Or seeking adventure around the next corner? What does the word “family” mean to you? It could be as simple as a spouse, or perhaps “family” means having enough kids for a whole football team. You decide. ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________
  • 4. Page 4 of 14 Copyright 2013-C2 Communications, LLC [You]r Priorities List out your top 5 Priorities: 1. ___________________________________________________ 2. ___________________________________________________ 3. ___________________________________________________ 4. ___________________________________________________ 5. ___________________________________________________ How are you currently spending your day? Placing your #1 priority first, how would you be spending your day? Write down three changes you are going to make right now to start placing your true priorities first every day. 1. ___________________________________________________ 2. ___________________________________________________ 3. ___________________________________________________
  • 5. Page 5 of 14 Copyright 2013-C2 Communications, LLC Defining Core Values Circle all of the values below that you would like to be known for: Abundance Accessibility Accuracy Achievement Adventure Altruism Ambition Assertiveness Balance Beauty Being the Best Belonging Benevolence Boldness Carefulness Celebrity Challenge Cheerfulness Cleanliness Commitment Community Compassion Competitiveness Conformity Consistency Contentment Control Cooperation Courtesy Creativity Curiosity Decisiveness Dependability Determination Dignity Diligence Discipline Discretion Diversity Duty Effectiveness Efficiency Elegance Empathy Energy Enjoyment Entertainment Enthusiasm Excellence Excitement Expertise Exploration Expressiveness Extravagance Fairness Faith Family Fidelity Financial Security Fitness Fluency Focus Freedom Fun Generosity Grace Growth Happiness Hard Work Health Helping Honesty Honor Humility Independence Ingenuity Inner Harmony Inquisitiveness Insightfulness Intelligence Intuition Justice Leadership Leaving a Mark Legacy Love Loyalty Mastery Modesty Motivation Neatness Obedience Openness Originality Passion Patriotism Peace Perfection Positivity Practicality Professionalism Reliability Religion Resourcefulness Results Security Self-Control Selflessness Self-Reliance Sensitivity Serenity Service Simplicity Speed Spontaneity Stability Strategic Strength Success Support Teamwork Thankfulness Thoughtfulness Timeliness Tolerance Tradition Trustworthiness Truth Understanding Uniqueness Vision Wealth
  • 6. Page 6 of 14 Copyright 2013-C2 Communications, LLC  Describe a time in your life when you were the happiest. o What were you doing? o Who was with you? o What was it about this moment that made you happy?  Describe a point in time when you were proudest of your accomplishment. o What did you accomplish? o Why did this make you proud? o If others were present, why were they proud of you?  Describe a time when you felt fulfilled and content with your life. o What were you doing? o How did this feel meaningful? Write down your top 5 Core Values. 1. ___________________________________________________ 2. ___________________________________________________ 3. ___________________________________________________ 4. ___________________________________________________ 5. ___________________________________________________
  • 7. Page 7 of 14 Copyright 2013-C2 Communications, LLC Brand [You] Goals Top 5 Career Goals Top 5 Personal Goals 1. 2. 3. 4. 5. 1. 2. 3. 4. 5.
  • 8. Page 8 of 14 Copyright 2013-C2 Communications, LLC 3 Core Audiences [Ideal Customers] [Network of Peers] [Inspirational]
  • 9. Page 9 of 14 Copyright 2013-C2 Communications, LLC Brand Message  My name is <YOU> and my passion / vision in life is <insert summary of [You]topia>.  In my position / business, our top priorities are... <insert priorities>  As we serve our customers, we value... <insert values> Long Version: ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ Short Version: ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ Get feedback and adjust: ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________
  • 10. Page 10 of 14 Copyright 2013-C2 Communications, LLC Polish Your Appearance and Body Language Bad habits The message you are sending Avoiding eye contact You are disinterested Slouching You lack confidence or have poor self esteem Folding your arms across your chest You are closed off and disinterested in what the person is saying Frequently looking down You are uncomfortable or self-conscious Angling your body away from others or angling your feet away from others You are looking to get away from the person Fidgeting or playing with your hair You are uncomfortable or anxious Glancing at the clock You are disinterested in the conversation or arrogant Frowning, scowling or scrunching your eyebrows You are defensive or disagree with the conversation Leaving your phone visible, texting or checking email during a conversation You don't think that the person you are with is important Follow up action steps: 1. Go through your closet. Anything that doesn't make you look and feel like the confident professional that you are, throw it away. 2. Make an appointment with a style consultant to pick out one signature look or outfit to enhance your brand. 3. Next time you are at a networking event, lunch or business meeting, focus on one person's body language. What is he or she telling you about their interest via their body language? 4. During your next meeting with one of your friends or colleagues, ask him or her if you have any bad body language habits that you need to correct. Then, fix it.
  • 11. Page 11 of 14 Copyright 2013-C2 Communications, LLC 5 Key Messages Crafting Key Messages 1) You are an influencer or [You]topia 2) Establish Credibility with your top five accomplishments 3) Relevance and "What is in it for me" (WiiFM) through your Benefits Statements 4) Your Brand Value 5) What action would you like people to take? You are an influencer or [You]topia [You]topia is a clear vision of your ideal future. Simply knowing where you want to be in your life allows you to take a first step in establishing your influence. People will either jump on board or get out of your way. Write your [You]topia below: ________________________________________________________________ Establish Credibility with your Top Five Accomplishments Chances are, you've met that idealist who has plans to save the world, but can't seem to find his elbow to save his life. Unfortunately, these crack-pots mess it up for the rest of us with credible dreams and goals. Use your accomplishments to establish your credibility. Write a summary statement of your top five accomplishments below: ________________________________________________________________ Relevance and "What is in it for me" (WiiFM) through your Benefits Statements The third key message you should prepare is crafted around the most important person in the world -- ME! Translate your goal and accomplishments into a message that helps others understand why it is important for “me” to know. Write your summary benefits statement below: ________________________________________________________________
  • 12. Page 12 of 14 Copyright 2013-C2 Communications, LLC Your Brand Value Statement Often the “value” discussion for consultants centers around what is the right rate to charge clients. Value is rarely about money. Think about what value you bring to a relationship in terms of being a resource that saves time, money, and frustration. Write your Brand Value Statement below: ________________________________________________________________ What action would you like people to take? This is perhaps the most often overlooked key message in professional development. What action would you like people to take when they meet you? Should they sign up for your blog or email? Should they hire you as a consultant? Perhaps they should pledge support to a cause you advocate? Many professionals fail to close the deal because they fail to ask for the close. The time to direct someone to take action is precisely when you have that person’s attention. Write your action step below: ________________________________________________________________
  • 13. Page 13 of 14 Copyright 2013-C2 Communications, LLC Illustrate Your Key Messages A good story is about more than just entertainment. A good story can help you communicate your key messages in a way that people are more likely to understand and remember because you are creating this space to connect on an emotional level and build a relationship. In telling your story, what is your intention for the audience? ____________________________________________________ Select one of your key messages and write down the point of telling your story? What do you want your audience to learn? ____________________________________________________ What is your hook? ____________________________________________________ Describe the key elements of your story including setting the scene, the main characters, the quest, conflict and resolution. ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ Drive your key message home by asking, "Have you ever been in this situation?" ____________________________________________________ What action do you want your audience to take? ____________________________________________________
  • 14. Page 14 of 14 Copyright 2013-C2 Communications, LLC At the end of the day, your brand isn't what you say it is. Your brand is what people perceive - based on how it makes them feel. Develop a Brand [You] that leaves people feeling confident, inspired and in charge. Be Passionate, Be [You] ~ Cyndee Woolley [Cyndee Woolley, APR] (239)571-3174 | cyndee@c2-com.com Linkedin.com/in/cyndeewoolley @cmwooll | #BrandYou www.BuildingBrandYou.com