The document discusses the importance of personal branding for professionals. It outlines the five forces of personal branding - difference, relevance, invitation, purpose, and ownership. It also notes that branding takes courage as some will appreciate your difference while others may not. Successful personal brands create focused or friendly experiences and align their personal "why" with their employer's company mission and values.

1. Companies committed to creating brand
value and designing customer experience will
value branded professionals more and more
going forward.

2. The 5 Forces of Personal Branding
PUBLIC
Difference
Relevance
Invitation
PRIVATE
Purpose
Ownership

3. Branding is an act of courage! Your
"difference" means some will "love"
working with you…and some won't. But
whatever you do, don't land in the
mediocre middle!

4. There are four dominant brand experiences
you create as a professional: hostile,
indifferent, friendly, and focused.
Where is your brand on this continuum?

5. Employers want the "why" of your brand
to connect with the "why" of their
company.
Start with "why." Know your "why."

6. Brands reside in at least three places within
any organization--your corporate culture,
your products and services, and your
departments and people.
They must all be in alignment for a brand to
succeed!