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Brenda Bence. Master the Brand Called YOU: The Proven Leadership Personal Branding System to Help You Earn More, Do More and Be More At Work
Introduction
1. Do You Need a Leadership Personal Brand?
You Aren’t a Product Brand, But …
Bring New Energy to Your Job
Grab the Steering Wheel of Your Career
Believe It or Not…You Already Have a Brand as a Leader
Don’t Like the Brand You Have Now? Change It
A “Systematic” Way to Master Your Brand
Input Equals Output
2. The Power of Brands
The Untouchables
Powerful Brand Images
Consider This
Branding People?
Leadership Personal Branding Is Not All About You
Colleagues’ Brands at Work
The Experience of YOU™
Taking Control of YOU™
Your Leadership Personal Brand Triangle™
Step 1: Define It
3. Defining Your Leadership Personal Brand
The Power of a Framework
Your Leadership Personal Brand Positioning Statement
4. Leadership Personal Brand Positioning Element #1: Audience
Who Is Your Audience Anyway?
Have a Large Audience? Try the “Audience of One”
Consider This
Do You Have the Right Audience?
Get Personal!
It’s All About Them
A Personal Example from the Front Line
Hunting for Clues
Digging Deep
Ask, Ask Away
Become a Creative Detective
Your Leadership Personal Brand Positioning Statement
Case Study — Kathleen Johnston
Case Study — Eric Chang
YOUR Leadership Personal Brand Positioning Statement
5. Leadership Personal Brand Positioning Element #2: Need
Fix the Problem
When Your Audience’s Needs Change
Function and Emotion
Functional Needs at Work
Emotional Needs at Work
What Needs Can YOU™ Fulfill?
Your Leadership Personal Brand Positioning Statement
6. Leadership Personal Brand Positioning Element #3: Comparison
When You Are Not Like a Product Brand
Your Leadership Personal Brand Comparison
When YOU™ Are More Than You
Expand Your Thinking
Who Do YOU™ Want To Be?
There’s More to YOU™ than Meets the Eye
Have Fun With Your Brand!
Options, Options, and More Options
Your Audience and its Extended Options
Your Leadership Personal Brand Positioning Statement
7. Leadership Personal Brand Positioning Element #4: Unique Strengths
Consider This
Unearthing Your Strengths
Your Audience Needs YOU™
Your Functional Unique Strengths
Your Emotional Unique Strengths
How Did You Do?
Your Leadership Personal Brand Positioning Statement
A Treasure Hunt for Additional Unique Strengths
Listening to Your Passions
Streamlining Your Strengths—Making Choices
Your Leadership Personal Brand Positioning Statement
8. Leadership Personal Brand Positioning Element #5: Reasons Why
The Reasons Behind Your Strengths
Could Your Existing Reasons Why Be Even Better?
It’s Research Time
Creating a Reason Why
Your Leadership Personal Brand Positioning Statement
9. Leadership Personal Brand Positioning Element #6: Brand Character
From Pepsi and Vodka to YOU™
Watch Out!
Are You a Character?
Describing Your Character
Another Option: Short Narrative
Let’s Get Creative!
Creative Comparisons
Narrowing It Down
Making the Leadership Personal Brand/Corporate Brand Connection™
Reality Check
Keep It Focused and Uncommon
Your Leadership Personal Brand Positioning Statement
10. Pulling It All Together: Your Complete Leadership Personal Brand Positioning Statement
Is Your Statement Complete?
Get Feedback
How Does It Look?
Step 2: Communicate It
11. Launching Your Leadership Personal Brand
Your Leadership Personal Brand’s Coming-Out Party
The Five Activities That Most Communicate Your Leadership Personal Brand
Your Leadership Personal Brand Marketing Plan
12. Leadership Personal Brand Marketing Plan Activity #1: Actions
See Yourself Through the Eyes of Others
Asssessing Your Own Behaviour
Watch Your Body Language
Your Leadership Personal Brand Marketing Plan
13. Leadership Personal Brand Marketing Plan Activity #2: Reactions
Whose Emotions Are These Anyway?
Taking Control
The Art of Calming Yourself Down
Get a Grip on Your Leadership Personal Brand
When You Think You Might React Negatively …
Avoid Regrets
Putting Your Reactions into Action
14. Leadership Personal Brand Marketing Plan Activity #3: Look
The Packaged YOU™
Watch Out!
Learning to Look Like YOU™
Extensions of YOU™
Your “Look” on the Internet
You’ve Got the “Look”
The YOU™ Collage
Your “Look” Marketing Plan
15. Leadership Personal Brand Marketing Plan Activity #4: Sound
Are You In Control?
E-mail: Your “Written Sound”
Your “Sound” Marketing Plan
16. Leadership Personal Brand Marketing Plan Activity #5: Thoughts
Thoughts Are Like Chain Smoking
Change Your “Thought Habits”
Become Aware of Your Thoughts
Turn Negative Thoughts into Positive Thoughts
Homework Assignment
Embrace Positive Thinking as a New Habit
Grabbing Your Monkey Mind by the Tail
The “Picture” of Success
However You Slice It: Negative Thoughts are Negative Things
Your “Thoughts” Marketing Plan
17. Your Complete Leadership Personal Brand Marketing Plan
Find Meaning in the Menial
Step 3: Avoid Damaging It
18. Leadership Personal Brand Busters®
19. Quiz: Common Leadership Personal Brand Busters®
Leadership Personal Brand Busters — Actions
Leadership Personal Brand Busters — Reactions
Leadership Personal Brand Busters — Look
Leadership Personal Brand Busters — Sound
Leadership Personal Brand Busters — Thoughts
Which Busters Do YOU™ Need to Bust?
Do You Occasionally Commit These Leadership Personal Brand Busters?
Scoring Your Leadership Personal Brand Busters Quiz
Leadership Personal Brand Busters Scorecard
20. Assuring Long-Term Success
Make Success a Done Deal
How Will You Know When You’ve Reached Your Desired Leadership Personal Brand?
Evolve Your Leadership Personal Brand
My Personal Note to YOU™
Appendix: Self-Awareness Assessments
Careering Ahead
Keirsey
Similarminds
Strengths Finder
About the Author
Acknowledgments
Services Provided by Brenda Bence. Speaking Engagements
Executive Coaching
Corporate Training
