Building Your Personal Brand by Robin Russell McCasland Dallas TX

Building Your Personal Brand

IABC Houston Luncheon
July 22, 2010

Robin McCasland

What s
What’s Your Personal Brand?
• You have distinctive qualities
– Some you know well
– Y may not realize you h
You t li have others
th

• Recognize what’s inside of you
– You’ll develop a personal brand
– Better opportunities will come your way

2
© 2010 Brain Biscuits Strategic Communication. All rights reserved.

Five Things To Remember
• Be choosy be specific be
choosy, specific,
memorable
• Y
Your ego is your f i d
i friend
• Pay attention to what others
observe
• Be involved; become part of the
; p
clique
• Get inspiration if you need it
3

Be choosy
choosy.
Be specific
specific.
Be memorable.

Who Are You?
Im
I’m Anita Newjob and I have 12
years of experience in communication
and marketing. Actually, I do it all.
I’ve been i marketing, advertising, PR
I’ b in k ti d ti i PR,
I’ve been a writer, I can do film editing and
photography. I love event planning! I am
interested in any work, really…I can do it all.
I’m a good editor. I used to work for a healthcare
company,
company and before that I was with a auto
manufacturer, and I started out in city
government.

5

Could You Be More Specific?
• In your own company there is a job
opening that requires significant corporate
event planning skills and creative
t l i kill d ti
communication experience
– Of the people you could recommend for this
role, would Anita be in the top three? Why or
why not?

6

Anita Tries It Again
g
Im
I’m Anita Newjob and I have 12 years of
Newjob,
experience in communication and
marketing. I have many testimonials to
my ability t produce creative promotional
bilit to d ti ti l
events that generate significant new business
for my employers. I have strong writing
talent, too, which comes in handy when
developing promotional materials. I can develop the
creative concepts and implement them with
targeted promotional communication.

7

Your Ego Is Your Friend
Y E I Y Fi d

INFLEXIBLE Ego Confidence
Not Self-Aware COCKY Self-Esteem

Egonomics
David Marcum and Steven
Smith
• Insights into developing the traits that
can move individuals and teams to “Level
Five leaders,
Five” leaders as identified in Good to
Great by Jim Collins
• Signs of not enough vs. too much
ego
• Finding the right balance
• Improve your effectiveness as a
leader
•The same techniques in Egonomics can
apply when choosing to maximize your
talents
9

Contributing vs. Showcasing
vs
1. Reminding people of your experience -- frequently
2. S
Sharing strong opinions on most topics, regardless of expertise
f
3. Leading with answers rather than questions
4. Demonstrating impatience with others
g p
5. Dominating discussions with people who have similar talents
6. Micromanaging to be involved in everything
7. Thinking you’re the only one who has the necessary expertise
8. Noticing that no one else speaks up when you lead a meeting
9. Occupying most of the time in most conversations
10. Taking too long to make your point, or repeating it...again...

10

Pay attention to
what others observe
h t th b
about you.
y

Choose Three Words
• Describe yourself in three words:

• How do you think others describe you?

• Ask someone to describe you:

12

Pick Up On The Queues
• You may think you have a particular expertise
y y p p
– Ask yourself why you do or don’t use it
– What are you afraid of?
– You may have natural talent

• Everyone else thinks you’re good
– Test it, try it, practice it
• R
Remember, j t b
b just because you’re good at something d
’ d t thi doesn’t
’t
mean you’re stuck doing it forever (see next slide)

13

I don't think most people
Former U.S.
associate me with
First Lady
leeches or how to get
Nancy Reagan
them off. But I know
how to get them off I'm
off. I m
an expert at it.

What’s Not Necessarily
Obvious...
Obvious
• When you’re too
you re
close to something,
you may not see
what s
what’s right in front
of you

• P
People observe i
l b in
you what you can’t
always see for
yourself
lf

15

Be involved Join the clique
involved. clique.

Altruism is Overrated
• Why belong to professional
organizations?
– To network
– To learn and improve yourself
– To build your business
– To give back to the profession

• It’s OK to get something out of the deal
It s

17

Individual vs.
Indistinguishable
I di ti i h bl
• Seek opportunities to contribute
pp
– Volunteer for leadership roles

– Professional development organizations

– Social/spiritual networks

• Be remembered for what you do best
– Skills you probably enjoy most

• Gain real professional references (not the
“gimmes”)
18

Make Yourself Memorable
• People won’t necessarily remember exactly what you
do or say
– They’ll remember that they enjoyed working with you

– They had a positive experience

– They thought y were...
y g you
(fill in the blanks)

19

If you don't know
y
where you're going,
you re
you're probably
going to wind up
someplace else."
Yogi
--Yogi
Berra

Ask Yourself...
• What have I been asked to teach or demonstrate?
• For what things do people rely on me?
• I’ve become a “go-to” person for....
• If someone took my j today, they’d have trouble
y job y y
replacing my....
• How do my one-of-a-kind traits work to my
one of a kind
advantage?

21

Acknowledge Your Intuitive
Skills
Skill
• How do you communicate with
y
– Adults in general
– Peers
– Young kids and teens
– Your pets (I’m serious)

• What makes you a more effective communicator
with one group vs. another?
vs

22

Get Inspiration If You Need
It

Strengths-Based
Leadership
Tom Rath and Barry
•
Conchiegood at everything,
If you spend your life trying to be
you will never be great at anything

• If you focus on people’s weaknesses, they lose
confidence

• Focus on what makes you great and then emphasize
y g p
the heck out of it

24

It s
It’s Not A Competition
(well, maybe just a little bit)
• Your “competition” is good, but so are you – so stop
thinking too competitively
– Instead, set yourself apart
– No one is exactly like you

• You don’t want every opportunity
– J t the ones th t are really right f you
Just th that ll i ht for
– With the right personal brand, you’ll be in the top three

25

Cement Your Brand
• Contribute what distinguishes you most
• Pick up on what others observe about you
• To be memorable, focus on a few unique traits
• Y d ’t h
You don’t have t k
to keep d i something b
doing thi because
you’re good at it
• Your ego is a good thing; work it
• Maximize your professional circles; support them
• Self-help guides can be helpful

26

Great Time to Reinvent;
Build Your Brand
• Yeah, times are hard. So what?
• New horizon for career opportunities
• Ask for what you want
– As long as you can really do it
– If you hear “no,” try another avenue
• Keep building your personal brand; you’ll
know when it’ working
k h it’s ki

27

Robin McCasland
Robin@brainbiscuits.biz
Robin@brainbiscuits biz
214-277-9778

Twitter:
@robinrox
@brainbiscuits

…everything else is just gray
matter.SM

Building Your Personal Brand by Robin Russell McCasland Dallas TX

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