Opening Remarks

Amy ThornExecutive Director, DBM Association

Polling

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How to brand yourself for success at SCLA?

a. Attend the new member reception tonight at 6:15 in the Driftwood meeting room.

b. Attend the welcome reception tonight at 6:45 at the Waterfall Pool Deck

c. Network, connect, take photos, and use the app to maximize your experience and professional network.

d. All of the above

Introduction

Natalie PutnamVP Integrated Marketing

Strategy & Planning, Ryder & 2015 SCLA Supply

Chain Women in Action Committee Chair

Susan Hodgkinson = Principal of The Personal Brand Company,

1994

Leadership Development Expert,Executive Coach, Professional

Speaker

Trailblazer in personal BrandingFramework, reinvigorated professional development, providing employees with

mindset, method tools to achieve excellence – drive breakthrough

performance

Pragmatic, market-centric,focused on personal accountability

Benefitted dozens of fortune 500 companies

and 10,000s of employees

Clients = professionals, developing leaders at all levels

Increasing impact, confidence, and mobility

Featured in the New York Times, WSJ & Fox News

MBA from Simmons School of ManagementAdjunct Faculty at the World Economic

Forum in Geneva

Author of Leader’s Edge: Using Personal Branding to Drive Performance and Profit

Moderator

Susan Hodgkinson

Principal,The Personal Brand

Company

Whether for a consumer brand, or a leader’s brand, what is the single most important element of a leadership brand:

a. Intelligenceb. Strategic Thinkingc. Interpersonal skillsd. Trustworthinesse. Dependability

In the first seven seconds of meeting you, others form ___ impressions of you:

a. 1b. 30c. 11

In the first seven seconds of meeting you, does the other person decide:

a. If you’re smartb. Have good character,c. Are likeabled. A + Ce. All of the above

According to Personal Brand Company research, which aspect of The 5 P’s of Leadership Brand® is holding back more women and people of color than Caucasian men?: a. Personab. Productc. Packagingd. Promotione. Permission

Women tend to get less developmental feedback than do men. 

a. Trueb. False

In 2015, many Supply Chain organizations remain challenged by the need to convert their employees from technical experts to collaborators and orchestrators across silos, as an essential element of retaining brand relevance.a. Trueb. False

What IS a Personal Brand, Anyway?

• “The opinion– the social evaluation--of the group of entities toward a person, a group of people, or an organization on a certain criterion.”(1)

• “How you show up to other people at work.”

• “Did we know you were in the meeting? How?”

• Who you are, what you stand for.

(1) Wikipedia

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The Strongest Brands

Have Track Records Consisting of:• Quality Value Proposition• Consistency, Predictability, Reliability,

Dependability• Accessibility-- are easy to work with• Very High Levels of Trust• Strong favorable recognition in target

markets• Clear focus on the business they are in• Powerful relationship with their market• Continuous renewal and market centric

innovation

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Trust as an element of Your Brand

• “Delivers as promised”• “Has my back”• “Reflects well on me”• “Honest” BUT criticizes in private• “Degree to which I know him/her”

(have a personal connection)

• “Trust is an assessment that others make about how you will act in the future with something that they care about.”

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Creating a Distinctive Leadership Brand

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RELE

VAN

CE(n

eed

for p

rodu

ct)

DIFFERENTIATION(degree to which it is unique)

HighLow

High

Your Brand

Landor/BrandEconomics

Brands: Two Parts

• Brand Within– Your vision, values, personality,

intellect– Your clarity about who you are at

your best, and how you package that together and bring it to your market.

• Brand Without– How your intentions actually land

in your market.23

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Your Brand

StoriesBeliefs

Indirect ExposurePerceptions

Personal ExperienceYour Marketplace

Your Brand in the Marketplace

The Dynamic Marketplace

• Reorgs, Mergers, Globalization– Selection is based on current

reputation, which may be ‘old tapes’– Bar raised higher (“Peter Principle”).

Therefore risk of:• Falling back on business as usual• Derailed by “fit” issues

– Avoid “The Fade:” – Manage Your Perceived Value over time.

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Novations: Perceived Value/Time

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Novations’ 4 Stages of Contribution

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How Are You Known In Your Marketplace?

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The 5 P’s of Leadership Brand®

• Persona• Product• Packaging• Promotion• Permission

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Persona

Brand Persona is the emotive connection and reaction others have with and to you as a result of your personal energy and style. It is the marketplace’s emotional response to you as a person.

– Strong brands are managed outcomes, not an accident

– Successful leaders take responsibility for ensuring they create and maintain healthy, productive working relationships with others

– Personal experience drives perception

““

All of our guests bring us happiness...

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Product

Brand Product is the sum of your skills, capabilities, experience, intellectual capital and potential, and results you’ve delivered.

•The marketplace has a short memory for accomplishments, but a long one for failures •Two major categories to manage:

– Technical and functional skills– Leadership abilities

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Product for Extraordinary Leaders

• Crucial Shift from Self to Organization

• Skills Focus– Strategy, Enterprise Point of

View – Complex Systems Management– Innovation– Command of End-to-End

Processes vs. The Vertical32

“Presence” is part of your Product

“Stature, Presence and Command” Skills

89% C-suite execs say it helps you get ahead78% C-suite execs say it can be a derailer*

“I can’t define it; she just has that ‘it’ factor!”

The 7-11 Rule of Personal Presence.

*S. Williams & Associates, 2010

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Packaging

Brand Packaging is the wrapping you place around your product…it’s the visual manifestation of your brand:

– Personal appearance– Team– Reports– Workspace– E-mail– Voice Mail– Time Management

The goal is to ensure that your brand packaging reinforces and

enhances your brand: “If it distracts, it detracts.”

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Promotion

Doing a good job is not enough

It’s not just what you know; it’s who knows you know it.

Brand Promotion is the strategic and proactive

management of your reputation.

• Who needs to know about you, your team, and your work?

• What it is that you choose for them to know?

““

A terrible thing happens when there's no promotion... nothing ~ P.T. Barnum

Promotion

Focus is on the exchange ofvaluable business information

• Ideas• Intelligence• Connections• Best Practices• Efforts & Breakthroughs

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Promotion Types

• Direct• Key Influencers (Brandbuilders)– Your Brandbuilder Inventory

• Your Ability to CONVENE influential others

• Social Media

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Permission

Permission is believing you have just as much to offer, if not more, as anyone else.

•If you don’t give yourself permission to:– Come to play, not wait to be invited– Grant yourself legitimacy– Want to be the best– Be accountable for results

who else will? Do you consideryourself a member

or a guest?

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Your Leadership Brand of Today

+ – Brand

AttributesBrandDrags

YOU

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Your Leadership Brand of Tomorrow

• Achievable Ideal

+ – Brand

Attributes

YOU

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thank you• Sue Hodgkinson,

Principal

• +1.781.934.2240

www.personalbrandcompany.com

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PanelistsBarbora Paulovic DeckerovaDirector STS Europe & MEA Operations, IBM

Amanda JacobusClient Manager, Yusen Logistics

Liz NeumanDirector Customer Supply Chain Solutions, Kimberly-Clark

Natalie PutnamVP Integrated Marketing Strategy & Planning, Ryder

a. When did you realize your brand was/is

important? Same for network?

b. What was a ‘self-imposed obstacle’ to your

success and how did you overcome it?

c. What was a Bold Move you made in your

work/career and what resulted from it?

Choose 1:

When did you realize your brand was/is important? Same for network?

What was a ‘self-imposed obstacle’ to your success and how did you overcome it?

What was a Bold Move you made in your work/career and what resulted from it?

Ice Breakers

Amanda JacobusClient Manager, Yusen Logistics

Tonya JacksonVP Global Supply Chain

Operations,Lexmark International

Icebreaker

Supply Chain Women In Action

Branding Yourself For Success

Calusa Ballroom

Use 2 words from the category list

that describe "My Brand"

Example:QUIET TIGER

If you are sitting with someone familiar, have

them offer insight, or create a name

for you!

Share your name with people at your table and

explain why you chose those 2

words

Write your "Brand Name" on a name tag, snap a photo, and share on the

app!

At the end of the session, reflect

on the perception of

your brand. What will be your next

bold move?

•Quiet, Strong, Powerful, Loyal, Honest, Calm, Adaptable, Witty, Practical, Tough, Sensitive, Sensible, Patient, Modest, Inventive, Intuitive, Gentle, Exuberant, Diligent, Courageous, Compassionate Adjectives

•Knight, Samurai, Viking, Zeus, Aphrodite, Athena, Hercules, Ninja, Caveman, Solider, Artist, Warrior, Poet, ActorCharacters

• Snake, Bear, Shark, Fox, Wolf, Mouse, Crab, Spider, Unicorn, Pig, Dragon, Dinosaur, Barracuda, Scorpion, Wasp, Eagle, Hawk, Chicken, Alligator, Frog, Rat, Bulldog, Hound, Owl, Cougar, Phoenix, SnailAnimals

• Quarterback, Closer, Goalie, Offense, Defense, Center, Shortstop, Coach, Manager, Winger, Striker, Safety, Athlete, SenseiSports

• Martini, Merlot, Champagne, Cosmopolitan, Daiquiri, Margarita, Ale, Brandy, Cognac, Tequila, Syrah, Cabernet, Zinfandel, RieslingBeverages

• Jet, Vessel, Bus, Tractor, Trailer, Train, Corvette, Ferrari, Tank, Submarine, Taxi, Limousine, Compact, Convertible, WreckTransportation

• Volcano, Tornado, Hurricane, Tsunami, Storm, Typhoon, Forest, Beach, Foggy, Hail, Thunder, Lightning, Cold, Warm, Hot, Clear, Cloudy, Sunny, Sunshine, DesertEnvironmental

New SCLA MemberReception

6:15PM -6:45PMDriftwood

Welcome Reception

6:45 PM – 8:15 PM

Waterfall Pool Deck

Mandatory SpeakerMeeting

8:15PM – 9:00 PMCalusa Ballroom

Questions?

a. Thought it was greatb. Very Satisfiedc. Slightly satisfiedd. Dissatisfied

How satisfied were you with today’s program/session?