This document discusses building a personal leadership brand. It begins by defining personal branding and explaining that individuals must now actively define who they are rather than letting their work speak for itself. The objectives are to assess one's personal brand through examining strengths and skills, crafting a personal brand statement, and developing an online presence. Participants complete exercises to identify their attributes, target audiences, and impact. They then draft a personal brand statement and create an action plan to communicate and enhance their brand online and offline. The goal is for individuals to strategically portray who they are as a leader through a clearly defined personal brand.

1. Building Your Personal
Leadership Brand

2. “My work speaks for itself

6. WHAT IS PERSONAL BRANDING?

10. BRAND YOU

11. “No longer can you
just let your work
speak for itself,
you have to own
the definition of
who you are.”

13. Todays Objectives
• Brand history
• Personal branding foundation
• Personal brand assessment
• Personal brand statement
• Online Brand
• Next step actions

14. Rebel Voice™ Formula
PAGE 12

16. UNIQUE POSITIONING

17. How do you introduce yourself?

18. WHAT IS A BRAND?

19. Unique Promise of Value

20. The World’s Strongest Brands
Source: InterBrand

21. PERSONAL BRAND FOUNDATION -
APPOINTING YOUR VP’S

22. Reflection
Step 1
Rebel Voice
Formula

25. Reflection
Step 1
Rebel Voice
Formula
Vision, Purpose
Values, Passion

26. YOUR UNIQUENESS – STRENGTHS,
ATTRIBUTES & SKILLS

27. Energy
Step 2
Rebel Voice
Formula

29. Name the Coffee Store
• Choose three words
that you feel best
describes the coffee
store – good or bad,
that the rest of the
room can guess who it
is WITHOUT knowing
the name.
60 Seconds

32. Energy
Step 2
Rebel Voice
Formula
Attributes

33. How do others describe you?
Functionally/Rationally
Emotionally

34. How do others describe you?
Page 3 & 4
• Choose three words
that you feel best
describe YOU
• Choose at least one
Emotional attribute
5 minutes

36. Name the Celebrity
1. Identify three words related to that celebrity
2. Who is their target audience?
3. What is the impact that they have?
4. Now combine those three answers in to a tagline
to describe the celebrity that the rest of the room
can guess who it is.

37. Workbook page celebreity exercise
PAGE 2

38. Name the Celebrity
1. Identify three words related to that celebrity
2. Who is their target audience?
3. What is the impact that they have?
4. Now combine those three answers in to a tagline
to describe the celebrity that the rest of the room
can guess who it is.
3 Minutes

39. Energy
Step 2
Rebel Voice
Formula
Attributes
Skills
Strengths

41. Energy
Step 2
Rebel Voice
Formula

49. What are your unique skills?
Page 5
• Choose 3-5 skills that
you are best known for.
• Try to find one that is
NOT necessary to do
what you do or aspire
to do.
• Revisit the attributes
based on the
assessment 5 minutes

50. Energy
Step 2
Rebel Voice
Formula
Strengths

51. YOUR TARGET AUDIENCE &
THE IMPACT YOU HAVE

52. Energy
Step 2
Rebel Voice
Formula
Target
Audience
& Impact

56. Target audience &
Impact
1. Who is the main target audience you interact
with every day?
2. What is the impact you have on them?
1. Fill in on Page 7 of your workbook.

57. Workbook impact page
PAGE 7

58. Target audience &
Impact
1. Who is the main target audience you interact
with every day?
2. What is the impact you have on them?
1. Fill in on Page 7 of your workbook.
3 minutes

59. PERSONAL BRAND STATEMENT

60. Biography
Step 3
Rebel Voice
Formula

61. Personal Brand Statement
Personal Brand
Statement
Profile &
Resume
Formal
Networking
Social Situations
Interviewing

62. Through a combination of enthusiasm and
strong focus I energize and align marketing
teams.
This results in acceleration of processes, and
growth in profits.

63. Through my global exposure and experience, I
appreciate and champion the need and benefits of
diversity to improve the company, business and
community.

64. Not afraid to set the tough direction
that will have lasting impact for the
company, I challenge the leaders and
staff to be bold in their behaviours,
actions and decisions through
collaboration.

65. Biography
Step 3
Rebel Voice
Formula
Personal
Brand
Statement

66. Personal Brand
Statement
1. Look at all the answers you filled in on
workbook pages 6 & 7
2. On page 9 use the template to draft your
personal brand statement.

67. Workbook PBS page
PAGE 8 & 9

68. Personal Brand
Statement
1. Look at all the answers you filled in on
workbook pages 6 & 7
2. On page 9 use the template to draft your
personal brand statement.
5 Minutes

69. Practice Your Statement
1. In threes, practice your personal brand
statement with two others.
2. The other two please provide one helpful
point of feedback.
3. Exchange roles
7 Minutes

71. Practice 2.0
1. Tweak your personal brand statement based
on the feedback received.
2. Find someone in the room you do not know
and practice your statement. The other
person please provide one helpful point of
feedback.
3. Reverse roles
5 Minutes

73. COMMUNICATING YOUR PERSONAL
BRAND

74. Exposure
Step 4
Rebel Voice
Formula
Communication

78. The Charismatic Brand
“A product, service or company (or person)
for which people feel there is no substitute”
Marty Neumeir

80. "It's always
showtime.“
—David
D'Alessandro,

81. Follow ‘The Donald’ Rule
“Show me someone
without an ego and
I will show you a
loser”
• Clarity
• Consistency
• Constantly
© Paul Copcutt Unlimited 2015-2016

82. “The most
exhausting thing
you can be is
inauthentic”
Anne Morrow
Lindburgh

92. TAKING ACTION

93. Legacy
Step 5
Rebel Voice
Formula
Action Plan

94. Action Plan
1. On page 10 commit to 3 actions you plan to
take in next 30 days.
2. Identify when these are going to happen.
3. Find someone to check in with and to hold
you accountable.

95. First action…..
• Commit to one value
improving action in the
next 30 days

96. Workbook action plan
PAGE 10

97. Action Plan
1. On page 10 commit to 3 actions you plan to
take in next 30 days.
2. Identify when these are going to happen.
3. Find someone to check in with and to hold
you accountable.

98. YOUR ONLINE BRAND

103. © Paul Copcutt Unlimited 2015-2016

104. © Paul Copcutt Unlimited 2015-2016

105. © Paul Copcutt Unlimited 2015-2016

106. © Paul Copcutt Unlimited 2015-2016

108. ADD SOME ONLINE ACTION TO
YOUR PLAN

109. • First digital
impression
• Where
people check
you out
• Expand your
network
© Paul Copcutt Unlimited 2015-2016

111. www.facebook.com/caree
rhacking
@paulcopcutt
paul@paulcopcutt.com
Access the slides and resources
www.paulcopcutt.com/Hershey2017
http://ca.linkedin.com/in/paulcopcutt