personal brand if you don't define it, others will. · personal brand if you don't define...

Personal BrandIf you don't define it, others will.

June 16, 2009

Deloitte Alumni Relations Webinar

Dial in number: 800-619-2431Passcode: 5687072

About Greg Pellegrino

Greg Pellegrino is the global Public Sector Industry Leader in Deloitte Touche Tohmatsu (DTT) and Deloitte Consulting. Greg leads Deloitte’s industry focus in helping government leaders address critical issues impacting government performance, economic competitiveness and citizen service.

Greg has more than 23 years of experience in serving both public and private sector clients on award-winning programs public and private sector clients on award-winning programs — ranging from the reengineering of the U.S. organ transplantation system to creating the information sharing systems for U.S. aviation security following 9/11.

Greg has played a unique role in strengthening the relationship between government and the private sector, serving as the Chairman of the Board of Directors for the Homeland Security and Defense Business Council based in Washington, D.C. from 2004 to 2009. In 2006, Greg was chosen as one of the top 10 market channel leaders by Washington Technology Magazine.


Dial in number: 800-619-2431Passcode: 5687072

Identifying your primary brand attributes

Focusing on maximizing your strengths and minimizing the impacts of your weaknesses

Defining what personal brand success looks like for you and identify steps to achieve it

Today we will talk about…

Copyright © 2009 Deloitte Development LLC. All rights reserved.3 Personal Brand: Presentation to the Deloitte Alumni Relations community

Proactively managing the risk to your brand

Continually developing to reflect changing demands

Creating your own advisory team

Additional resources you can use

Today’s presentation can be found in the Resources

section on AlumNet

www.alumni.deloitte.com


Webster: “brand”• noun, A characteristic or distinctive kind• verb, To impress indelibly

What is a brand?


What is your personal brand?

Expertise +

Personality+


+ Market Positioning

Your Personal Brand


Expertise +

Personality+

Strategy

Finance



Your Personal Brand


Expertise +

Personality+

Strategy

Finance

ConfidentFair



Your Personal Brand

Fair


Expertise +

Personality+

Strategy

Finance

ConfidentFair



Your Personal Brand

FairAtlanta

Healthcare

How about you?

Select the one statement that best fits your personal brand.

I am a…1. Recognized expert in my profession, competency or product.2. Recognized expert in my customer’s or my industry’s issues.


3. Integrator of products/services and industry expertise for my clients.4. Problem-solver for my customers.

(5. I don’t know.)

Untangle your brand DNA.Your choices and your Your choices and your experiences got you to where you are.

What is personal brand success?

Is demand for your expertise growing with your customers? Target employer? Industry sector? Geography?

Is the market (customers, employers, industry, geography) you are focused on growing?

Do you shape the way your employer or customers think about key issues?


*Success is the value you create for your customers, your employer, your team, your family, and your community

about key issues?

Are you/company/employer selling more than the competition and at a premium price?

Are you generously giving your time to help others succeed?

Does your brand exceed expectations?

Teamwork • Viewed as trusted leader• Demonstrates flexibility • Recognized as leader in achieving strategies and

initiatives for your employer

People management

• Among the best role models/mentors• Attracts outstanding individuals• Visible track record of re-tooling

Eminence • Sought out to offer opinions


Eminence • Sought out to offer opinions• Authors published articles• Seen as innovation and change leader

Customer service • Well-respected and sought out by your senior leadership

• Exceptional history of delivering value

BusinessManagement

• Proven track record of handling demanding, difficult, and risky situations

• Positive impact on culture of teaming

How about you?

Which is your top development area to achieve a brand that exceeds expectations?

1. Teamwork2. People management3. Eminence


3. Eminence4. Client service5. Business management

What do people think when you walk in the door?you walk in the door?What do they say when you leave?

Good? Bad? Ugly? - Be on the good lists, avoid the bad

Developing Your Brand Attributes

• Reinforce the positive attributes

• Mitigate the impact of

The good


• Mitigate the impact of negative attributes

• Evolve to adapt to marketplace and firm demands

• Perform your own personal brand risk management

The bad

The ugly

What are your brand attributes?

The Good The Bad The Ugly


• Confident• Professional• Collaborative• Fair• Eminent• Expert

• Disrespectful• Unethical• Unsupportive• Uncooperative• Non-compliant• Illegal

• Unresponsive• Inaccessible• Unprepared• Arrogant• Aggressive• Selfish

Reinforce MitigateAvoid

Personal Brand Risk Management• Problems take more time to resolve

than to create• From time to time, something will go

wrong or be misinterpreted• Nearly all of us will survive a crisis

“It is natural for man to indulge in illusions of hope. We are apt to shut our eyes to a painful truth…For my part, I am willing to know the whole truth; to know the worst, and to provide for it.”

How are you protecting your personal brand?


• Important that the response doesn't become worse than the problem

• Manage the potential for problems resulting from behaviors and habits that may impact other things that are important to you.

-- Patrick Henry

• Cyberspace has exploded with tools to build your brand

• Need to create strategy for managing your online presence

– Conduct online audit/search– Build objectives

Building your personal brand online


– Build objectives– Determine tactics, tools, approach

• Social networking platforms provide one of the fastest ways to shape your online brand– Provide value to community, good

content

Do• Be yourself/be authentic• Don't bite off more than you can

chew• Remember the Internet never

forgets – and everyone can see• Follow the rules/Use common

Don’t let online get your brand out-of-line

Don't• Use ID names that could damage

your brand• Get drawn into online arguments or

"flame wars"• Throw together a site/blog that

doesn't live up to brand you want –


• Follow the rules/Use common sense

• Monitor/track mentions of you/your online personae

doesn't live up to brand you want –or exagerate the brand you have

• Think you need to use every single tool/site/service you hear about

Resources:• Develop a Strong Personal Brand Online Part 1• 10 free tools to manage your personal brand online• How to Create and Manage your “Personal Brand” on the Internet• Personal Branding Online: The Short and Sweet Version

Assess yourself

Are you continually developing?

Personal


Personal Brand

Who’s on your personal brand team?

Personal Brand Team

Peer GroupAdvisors

ClientsCoach


Brand Team

CommunityStaff

ClientsCoach

Effective personal brand management requires regular feedback from your brand team

Podcasts

Mike Lipkin’s Podcast

Books

What Got You Here Won’t Get You There – Marshall Goldsmith

Looking for additional resources?


The Brand You 50 – Tom Peters (1999)

Strengths Finder 2.0 – Tom Rath

Authors

John C. Maxwell

Marcus Buckingham

Steven Covey


Questions?

Today’s presentation can be found in the

Resources section on AlumNet



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Copyright © 2009 Deloitte Development LLC. All rights reserved.Member of Deloitte Touche Tohmatsu

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