Developing Your Personal Brand

Tracey ScotterCIO Sheffield Teaching Hospitals

People have pre-conceptions of IT folk…

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Surely this is marketing stuff and why would an IT person need a personal brand?

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• You become an expert in your field through personal branding• It allows you to become a thought leader in your industry• Personal branding helps you with your career (or making more money)• Personal branding builds your authority• It helps you manage your online reputation• You become sought after for speaking engagements, authoring

opportunities, guest blog posts and more• The media will turn to you as an expert in your field, giving you

opportunities to speak about your knowledge and expertise

What does it really mean?

• Who you are? • What are you known for? • Why should people listen to you? • What are your strengths? • How do you help others?

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A Personal Brand has 3 parts

AxiomsWhat you believe

in

Actions

How you behave

Assumptions

What people think you believe in

These 3 parts will be explored extensively in this workshop

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Alignment is Critical

When not in unison you will be viewed as unpredictable and even the good you do may be seen as manipulative

When in harmony, if people have favourable assumptions about your intentions even serious mistakes are more easily forgiven

What we will cover today…

1. Looking in the mirror: How can you assess your brand and unique characteristics?

2. Looking out the window: How do your peers consider your brand and your unique characteristics

3. What are 5 tips you can use to reinvent yourself and your brand now, to unleash and be recognised for your distinct value?

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Your BRAND

is shaped by your

PURPOSE

COMMUNICATION

VERSATILITYSOCIAL STYLE

HISTORY

Exercise 1: In Groups….Thinking of These Five Factors…..

Think about how these aspects have helped you

Which of these has harmed your brand?

PURPOSE – the reason people follow you PURPOSE – the reason people follow you

SOCIAL STYLE– the way people react to you

SOCIAL STYLE– the way people react to you

COMMUNICATION – the way people hear you

COMMUNICATION – the way people hear you

HISTORY – the way people evaluate you HISTORY – the way people evaluate you

VERSALITY – the way people relate to you VERSALITY – the way people relate to you

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Brand Is Not Who You Say It Is: It Is What They Say It Is

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Let’s explore the Johari window to better understand our relationship with self and others and the impact on our personal brand.The Johari House has four rooms:1. The part of ourselves that we see

and other’s see2. The aspects that others see but

we are not aware of3. The most mysterious room is

where the unconscious or subconscious part of us is seen by neither ourselves nor others

4. Our private space, which we know but keep from others.

Johari Window

Arena Blind Spot

Façade Unknown

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Known to self Not Known to self

Known to others

Not known to others

Exercise 2: Individual Exercise

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Place into the Open or Arena Quadrant. This quadrant represents traits of the subjects that both you and your peers recognise

Place into the Blind Spot quadrant adjectives that are selected only byYour peers.This represents information that you are not aware of, but othersare.

Place into the Unknown quadrant. These behaviours or motives are not recognised. One facet of interest in this areaIs our human potential. Our potential is unknown to us, and others.

Place into the Hidden or Façade quadrant. This represents information about you your peers are unaware of. It is then up to you to disclose this information or not.

Same Adjectives

Selected only by you

Selected only by your peers

Unselected adjectives

Pick 5 or 6 adjectives from the list (next slide) and then choose 5 to 6 that your peers would choose to describe you.

The Johari (and Dark Johari) Adjectives

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adaptable dependable intelligent patient wise

intolerant hostile unhappy brash boastful

bold energetic knowledgeable powerful spontaneous

aloof blasé chaotic impatient weak

caring friendly logical responsive trustworthy

selfish insensitive passive predictable warm

Clever helpful mature proud unethical

unimaginative dispassionate timid foolish smart

confident ingenious organised self-assertive rash

irrational inattentive unhelpful cynical humourless

unreliable inflexible observant quiet sympathetic_ _ _ _ _ _ _ IT (this group)

__________Exec Management

__________End Users

What did you discover?

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I want to do this

exercise with my peers!

Strengths?

Your brand is not what you say it

is?

Blind Spots?

Hidden Potential?

Success depends on trust, success depends on being aligned

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Reinventing yourself and your brand

Critical Actions for Building Trust

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Being Seen • Peer Promotion• Demonstrate empathy• Incident handling and communication

Producing Results

• Tie projects to business KPIs• Get out of the failure prevention business• Be the arbiter between conflicting agendas

Being Consistent

• Ensure what you say, what you do, and what you measure/value in others is consistent

• Manage conflicting priorities with integrity

Clear Communication

• Use language that reinforces your brand• Be attentive to clues for how communication is

being perceived

Being aligned; Five Tips to Develop a Compelling Personal Brand

1. Sharpen your narrative

2. Rekindle old ties

3. Seize on an emerging trend

4. Learn one new skill

5. Start creating content

AND ONLY ON A FOUNDATION OF

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TRUST

The Golden Rules for Building Your Brand

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CIOs build a better brand by building trust

Brand is not what you say it is, it’s what they say it is

Your personal brand matters, invest in it just as you invest in your pension

Use the 5 tips as tools to reinvent yourself and your brand into a powerful asset to your organisation

“Your brand is what people say about you when you’re not in the room” - Jeff Bezos, Amazon