This document provides guidance on building a personal leadership brand. It discusses why personal branding is important and establishing the foundation of one's brand, including crafting a personal brand statement. The document also covers communicating one's personal brand through various channels and taking action to enhance one's brand, including through online platforms like LinkedIn. Key aspects addressed include reflecting on one's vision, skills, strengths, and audience impact, as well as developing a consistent brand message and networking strategy. Participants are guided through exercises to help define these brand elements and create an action plan for online branding initiatives.

1. Building Your Personal
Leadership Brand

2. “My work speaks for itself

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

4. Todays Objectives
• Why personal branding?
• Brand history
• Personal branding foundation
• Personal brand statement
• Communication
• Online branding
• Next step actions

5. Rebel Voice™ Formula
PAGE 12

6. WHY REBEL VOICE?

12. WHAT IS PERSONAL BRANDING?

17. WHAT IS A BRAND?
BRAND HISTORY

18. Unique Promise of Value

19. The World’s Strongest Brands
Source: InterBrand

21. PERSONAL BRAND FOUNDATION -
APPOINTING YOUR VP’S

22. Reflection
Step 1
Rebel Voice
Formula

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

28. YOUR UNIQUENESS – STRENGTHS,
ATTRIBUTES & SKILLS

29. Energy
Step 2
Rebel Voice
Formula

31. 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

34. Energy
Step 2
Rebel Voice
Formula
Attributes

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

36. 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

39. 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.

40. Workbook page celebreity exercise
PAGE 2

41. 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

42. Energy
Step 2
Rebel Voice
Formula
Attributes
Skills
Strengths

44. Energy
Step 2
Rebel Voice
Formula

45. 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.
3 minutes

46. Energy
Step 2
Rebel Voice
Formula
Strengths

49. YOUR TARGET AUDIENCE &
THE IMPACT YOU HAVE

50. Energy
Step 2
Rebel Voice
Formula

53. Energy
Step 2
Rebel Voice
Formula
Target
Audience

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

57. 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.

58. Workbook impact page
PAGE 7

59. 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.

60. PERSONAL BRAND STATEMENT

61. Biography
Step 3
Rebel Voice
Formula

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

63. Personal Brand Statement
With a personable approach and passionate
inspiration
I help independently minded professionals to be
innovative with their personal brands
through custom solutions.

64. Manufacturing Leader
Through a combination of
enthusiasm and strong focus I
energize and align
manufacturing organizations.
This results in sustainable
acceleration of processes,
reduction in waste and growth
in profits.

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
10 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
10 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

94. TAKING ACTION

95. Legacy
Step 5
Rebel Voice
Formula
Action Plan

96. Must Have NOT Nice to Have
1. Skillset – What can you do?
2. Experience – What have you
done?
3. Reputation – What are you
known for?
4. Attitude – How do you do
it?
5. Network – Who knows
you’re doing it?

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

99. Workbook action plan
PAGE 10

100. 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.

101. YOUR ONLINE BRAND

106. © Paul Copcutt Unlimited 2015-2016

107. © Paul Copcutt Unlimited 2015-2016

108. © Paul Copcutt Unlimited 2015-2016

109. © Paul Copcutt Unlimited 2015-2016

113. ADD SOME ONLINE ACTION TO
YOUR PLAN

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

115. Your Personal Brand on LinkedIn
• Connect with me
http://ca.linkedin.com/in/paulcopcutt
• I will assess your profile and tell you the
top 5 actions to improve your profile.
• Implement those changes over the next
few months.

117. www.facebook.com/caree
rhacking
@paulcopcutt
paul@paulcopcutt.com
Access the slides and resources
www.paulcopcutt.com/LeadershipDurham2
016
http://ca.linkedin.com/in/paulcopcutt