Monthly Archives: March 2009

Personal Branding Book Review by Dave Ulrich

us-edition_pb5

pb-malaysia1

From the after word of Dr. Hubert Rampersad’s new best selling book “Authentic Personal Branding: A new blueprint for building and aligning a powerful leadership brand’ (Information Age Publishing, USA; Pearson Malaysia; Sarabooks, New Delhi; Knowledge Resources, South Africa; Alphina, Vietnam; Olympus Business, Moscow; 2008-2009).
———————-When you have read Hubert Rampersad’s outstanding book Authentic Personal Branding, you will probably wondering “what does this all mean?” It is nearly impossible to retain all the details of four stages of the authentic personal branding model, you will want to remember some of the messages of this book and how they can be applied to you and your personal and professional life. Of course, you may want to refer back to some of the simple and elegant models for personal and company ambition, objectives, critical success factors, and actions. Hubert has a knack for preparing comprehensive frameworks for analyzing important issues. You may also want to reflect on many of the self and organization diagnostic questions that offer you insight into your brand and your company’s brand. These mental models and their related investigative questions will help you know where you are today so you can get to where you want to be tomorrow.

We tend to like books and ideas that confirm and inform our thinking. Both of these are true for me of this book. With my colleagues Wayne Brockbank, Norm Smallwood, and Jon Younger, we have thought, debated, and written about issues related to firm, leadership, and personal brand.[i] We have tried to understand how to help leaders develop leadership within their companies, how to build talent throughout a company, and how to use HR practices to create and sustain value. Many of the themes in this book confirm our thinking. But, this work also informs our thinking and helps us move forward in what we know and do. While each reader will glean unique insights from this book, let me try to capture some of my key takeaways.

1. Personal brand exists

Whether we like it or not, we all have a personal brand. We have an identity that we are known for by those who know us both best and least. This personal identity sends signals about how we want to be treated and filters how others connect, interact, and deal with us. When our personal brand is implicit and unintentional we may be surprised by how we interact with others. When our personal brand is deliberate and disciplined, we can shape how we are treated. Our lives are much less complicated when we identify and act on our personal brand.

When I was leading a mission for our Church, I supervised over about 500 young men and women who dedicated 18 to 24 months of their lives doing community service. During this time, they lived a very monkish existence, abstaining from the normal social and party norms of their generation. They worked to recognize and teach moral principles and they abstained from things would detract them from their mission. At the end of their service, they returned back into the “real” world where they would be tempted to succumb to more worldly patterns. One young man was very worried since on leaving his mission he would be joining the military. In our final interview, he expressed concern that he would be able to continue to live the values that he had assimilated during his mission. We talked about the 4 3’s. I promised him that if he would live his values without fanfare for 3 hours, 3 days, 3 weeks, and 3 months, that he would not struggle to live his values. He tested my ideas. About 6 months later we saw him and he said that he now found it easy to live his values. After 3 months of doing what he felt was right, he had developed a reputation (or personal brand) that others knew him for. His fellow troops had learned what he values and they saw that he lived those values. They honored his expectations and in fact protected him from strangers who did not know him by saying “don’t invite Cody to this activity, it is not something he would be interested in.”

When we are intentional about our personal brand, others will respect us and help us retain our brand. If we are not clear about our personal brand, and our behaviors vary, others will not know how to treat us and we struggle for consistency in our lives.

2. Personal brand can be created and evolved

When I decided I wanted to be a teacher for a living, I recognized that public speaking was not my predisposition. As a strong introvert, I found it difficult to be in front of groups. Yet, I knew that if I was going to be a good presenter, I needed to replace fears with confidence. I wanted to develop a reputation an engaging and thoughtful teacher. So, I observed some of the best professors in the world at the University of Michigan and elsewhere. I took notes less on what they said and more on how they said it. I experimented with teaching styles and approaches. I sought detailed feedback on how my efforts worked. I reflected on what I said and how I said it. I wrote notes to myself on what worked and what did not work in presentations. Over 20 years, I am still somewhat uncomfortable being in front of groups, but I have shaped my personal identity.

In a major review of the literature on nature/nurture (are you born with a set of skills or can you develop them), the Society for Industrial and Organizational Psychology found that it is about 50/50. About half of who we are (our personal brand) is strongly linked to our genealogy. As we age, we find our parents looking back at us in the mirror. And, about half is what we chose to become. With this in mind, I believe we can intentionally create the brand we want to become. The four stages Hubert lays out are a wonderful step by step approach to making out desired brand explicit. Brands evolve. They can adapt by our intentional reflection and action. While we are beholden to our past, we are not bound to it.

3. Organizations have a brand that becomes its culture

When we ask participants in workshops to fill in the blank, “our organization culture is our _________. ” Most participants answer with words or phrases like: values, norms, beliefs, behaviors, expectations, or accepted ways of doing things. While we don’t disagree with these accepted definitions, we think that there is a better way to define culture. All of these observations focus on the inside, what “we” are known for and do. Elsewhere, we have argued that an organization’s culture can best be defined by starting from the outside in.

When we work with executive teams, we often start with, “given your strategy, what are the top 3 things you want to be known for by your best customers?” This question focuses on the outside customers. What is the identity (or brand) that you want to be known for by those who use your services. When the top team has a unity of identity, when they makes this identity real to customers, and when they translate this external identity into internal management practices, they have shaped a culture that creates value and endures over time.

The four stage model that Hubert suggests proposes an explicit way to turn a desired external identity into something concrete and actionable. When the external brand becomes the internal culture, real value is created. In Leadership Brand, we talk about how successful leadership exists when leaders at all levels of an organization act in accordance with customer expectations. In HR Value Proposition, we suggest that all HR practices (staffing, training, compensation, communication, work design) can and should be aligned with customer expectations.

4. Alignment of the firm brand and individual brand becomes a primary leadership agenda

Leaders lead best when they build the next generation of leadership who does the right things right. We have argued that good leadership is not just about what the individual leader knows and does, but about how leadership becomes an organization capability that is not uniquely tied to one individual leader. A firm brand exists when it is not just a single product or service, but the reputation of the firm through many products or services. When Marriott hotel puts its name on its brand (Residence Inn, Fairfield Inn, Courtyard), consumer confidence goes up. It is not one product, but the Marriott reputation that is branded.

Likewise, leadership brand exists when leaders at all levels act to turn customer expectations into employee actions. As the outside demands of customers become the internal practices of employees, all stakeholders to a firm win. Investors increase share price because of the intangible value of the firm. Customers have confidence not only in today’s product, but tomorrow’s ability to maintain a stream of products and services. Employees can act on an employee value proposition and brand that connects them to the firm.

In the popular organization press, we are told lately to build on our strengths. It is very hard to disagree with this logic. Marcus Buckingham and others have argued that discovering what we do well is a first step to lasting success. Leaders whose strengths are around creativity will be more successful in innovative organizations and work environments, for example.

But building only on your strengths is not enough if those strengths do not create value for those you lead. In college, I majored in English. I developed a knack for reading novels. I could read two or three novels a week and found this easy, energizing and enjoyable. But what I have since found is that few people care about my strength of reading novels. What they really care about is my ability to analyze a situation in ways that help them reach their goals. Reading and interpreting good writing is a sustainable strength when it informs my ability to diagnose and help others work through their problems.

According to a recent movie, “The Bucket List” the Egyptians believed that the gatekeepers of heaven ask new arrivals two questions about their lives on earth: Did you find joy? Did you bring joy to others? The first question is about building on your strengths to find joy. It is necessary, but not sufficient. It is about the self, not others. The second question shifts the focus of joy to helping others find it. Put in terms of our strengths discussion, this means that we should build on our strengths that strengthen others.

Leaders may strive to acquire strengths of authenticity, judgment, emotional intelligence, credibility and other noble attributes. But unless and until they apply these strengths in ways that create value for others, they have not been totally successful. Some in the strengths movement have missed the conclusion Seligman reached in his 2004 book, Authentic Happiness: “The meaningful life: using your signature strengths and virtues in the service of something much larger than you are.”

For leaders, this means that it is not enough to do our work well. We must also use our strengths to deliver value to others

Conclusion

These four takeaways are not dramatic, but they shape how I think about organizations where I consult, work, and learn. They help me know that my personal reputation should be tied to the desired organization reputation. This book offers an architecture to turn these ideas into action.

Dave Ulrich
Professor, University of Michigan
Partner, the RBL Group
Co-author of Leadership Brand. Boston, MA: Harvard Business Press, 2007.
Co-author of HR Value Proposition. Boston, MA: Harvard Business Press, 2005.

Advertisements

Personal Branding Book Review by Marshall Goldsmith

us-edition_pb4

From the fore word of Dr. Hubert Rampersad’s new best selling book “Authentic Personal Branding: A new blueprint for building and aligning a powerful leadership brand’ (Information Age Publishing, USA; Pearson Malaysia; Sarabooks, New Delhi; Knowledge Resources, South Africa; Alphina, Vietnam; Olympus Business, Moscow; 2008 ).
————————-

I had the privilege of serving on the Board of the Peter Drucker Foundation (now the Leader to Leader Institute) for ten years. Peter was a pioneer in understanding the impact of knowledge workers in the new economy. He simply defined knowledge workers as ‘people who know more about what they are doing than their boss does’. In a world where knowledge workers are the key to value in most corporations, personal brand management becomes critically important. Professionals at all levels will need to be able to communicate their unique brand within and across organizations – and be able to communicate effectively to decision makers who may not have their level of technical expertise. One of the great ironies that I regularly encounter in the workforce, is the fact that many technically trained professionals have spent years ‘honing their craft’ and developing their expertise – yet have spent almost no time in learning to communicate this expertise.

In Authentic Personal Branding, Dr. Hubert Rampersad has provided a sorely needed guidebook for knowledge workers. He shows us all how to build our own personal brand – and just as important – how to persuasively communicate this brand to the world. In today’s world of global competition, increasing pressure and constant communication, most professionals that I meet are working harder than they have ever worked in their entire lives. If you are working 60-80 hours a week – not enjoying your work and not feeling psychologically connected with what you are doing – you are living in a very painful place called ‘new age professional Hell’. There are too many professionals living there today! Dr. Rampersad continually reinforces the connection between personal and professional well-being.

I love Hubert’s focus on authenticity. Given the incredible expectations and demands faced by today’s professionals, commitment has to be real. ‘Faking it’ for that many hours is just too painful! Making an authentic connection between the values that we profess and the values that we live will not only make us better people, it will enable us to live happier and more productive lives.

Finally, professionals need to connect and integrate personal brand and company brand. Far too many companies have ‘value statements’ on the walls that have nothing to do with the behavior of their leaders. Companies need to hire professionals whose values and behaviors are consistent with their desired brand. Professionals need to work in companies whose ‘lived’ values and behaviors are consistent with their personal brand.

My request to you, the reader, is – make this book part of your life. Don’t just read this book for its ‘interesting’ content. Don’t be content with a few ‘aha’ moments. Make it part of your life planning – and ultimately part of your life! If you do, you can become a more integrated and successful person – and better enable your company to help you make a positive difference in our world!

Marshall Goldsmith
Author of What Got You Here Won’t Get You There, a New York Times bestseller, Wall Street Journal #1 business book and the Harold Longman Award winner for Best Business Book of the Year for 2007

Have You Created an Authentic Personal Brand?

Published:  December 14, 2008 in California JobJournal (Cover page); http://jobjournal.com/article_full_text.asp?artid=2534

By Dr. Hubert Rampersad

In life, as in business, branding is more effective, powerful and sustainable than marketing and sales, and an effective way to best the competition. It’s about influencing others, by creating a brand identity that associates certain perceptions and feelings with that identity.

plaatje-jobjournal

Branding isn’t just for companies anymore. Successful personal branding entails managing the perceptions effectively and controlling and influencing how others perceive and think of you. In today’s instant-message, online, virtual age, a strong personal brand is becoming increasingly essential and is key to personal success. It is fundamental to the positioning strategy behind the world’s most successful people. Icons like Oprah Winfrey, Tiger Woods, Warren Buffet, Donald Trump, Bill Gates and, most recently, Barack Obama.us-edition_pb7

Everyone has a personal brand, but most people are not aware of this and do not manage it strategically, consistently or effectively. You should take control of your brand and the message it sends and affects how others perceive you. This will help you to grow in a specific direction and distinguish yourself as an exceptional professional.

Most traditional personal branding concepts focus mainly on personal marketing, image building, selling, outward appearances, promoting oneself, and becoming famous, which can easily veer into an ego trip and lead to perceptions of egocentricity and selfishness. They define personal branding from a personal marketing (selling) point of view.

Personal branding is more than just marketing and promoting yourself. Your personal brand is the synthesis of all the expectations, images, and perceptions it creates in the minds of others, when they see or hear your name. Consider the images which come to mind when we think of some well-known individuals:

Most people see Oprah Winfrey as powerful and influential, but also warm and caring.
Tiger Woods is considered an intense competitor and the greatest golfer in the world.
Bill Gates brings to mind gadgets, geeks, and philanthropy.
Donald Trump is associated with ego and a decisive ruthlessness.
Mother Teresa is the epitome of helping the poor, selflessness and saintly behavior.
Albert Einstein is remembered as a great and gentle genius.

Barack Obama is seen as a man of intelligence, integrity and vision, who is fighting for change. His passion for change is the pillar of his authentic personal brand, and it is the primary theme of many of his speeches. “America is a land of big dreamers and big hopes. . . And it is because our dreamers dreamed that we have emerged from each challenge more united, more prosperous, and more admired than before. . . The true test of the American ideal is whether . . . chance of birth or circumstance decides life’s big winners and losers, or whether we build a community where, at the very least, everyone has a chance to work hard, get ahead, and reach their dreams. . . I don’t want to settle for anything less than real change, fundamental change – change we need – change that we can believe in. It’s change that I’ve been fighting for for over two decades. Because those dreams – American dreams – are worth fighting for.”

Note how many times he references authentic dreams. Barack Obama has succeeded by living according to his dream and doing related work that he loves. It’s important to be true to your own dreams and to become the CEO of your personal brand.

The Genius Within You

Anyone can deliver peak performances and be successful in life, because all of us have the genius within us to do so. Success is not something that will come automatically or something that the world will define for you. It’s what you define in your ambitious dream (hope) and in the way you pursue this dream. Remember what Marva Collins said: “Success doesn’t come to you . . . you go to it.” You must have a dream in life, follow your heart and love what you do, if you expect exceptional success. Take the initiative and the responsibility to develop, implement and cultivate your authentic dream, and keep it at the forefront of your mind each day.

Your personal brand should be authentic. Authentic personal branding provides a roadmap for a journey toward a happier and more successful life. Your personal brand should therefore emerge from your search for your identity and meaning in life, and it is about getting very clear on what you want, fixing it in your mind, giving it all your positive energy, doing what you love, and developing yourself continuously. Your personal brand should reflect your true character, and should be built on your values, strengths, uniqueness, and genius. If you are branded in this organic, authentic and holistic way, your personal brand will be strong, clear, and valuable to others. You will also create a life that is fulfilling and you will automatically attract the people and opportunities that are a perfect fit for you.

If you are not branded in any unique way, if you don’t deliver according to your brand promise, or if you focus mainly on simply selling and promoting yourself, you could be perceived as egocentric, selfish, and a unique jerk – and branding will be a cosmetic and dirty business.

Love and Respect
Love is an important element in this personal branding equation. It is about loving yourself (self-respect), loving others, and loving what you do. You should love yourself in at least equal measure to others or things. This can be found in most religions: “to love others as you love yourself.” Abraham Maslow said, “We can only respect others when we respect ourselves. We can only give, when we give to ourselves. We can only love, when we love ourselves.” Without knowing who you are, it’s very difficult to love yourself or others. You need to make a positive emotional connection with yourself and find yourself interesting before others can do the same.

An organic, holistic and authentic personal brand will help you unlock your potential and build a trusted image that you can project in everything you do; a brand that is in harmony with your dreams, life purpose, values, passion, specialization and genius.

With an authentic personal brand, your strongest attributes and values can separate you from the crowd. Without it, you look just like everyone else.
———————————————————-
This article is based on Dr. Hubert Rampersad’s new book “Authentic Personal Branding: A new blueprint for building and aligning a powerful leadership brand’ (Information Age Publishing Inc, 2009). You may email him at h.rampersad@tps-international.com.

 

twitter

Barack Obama’s Authentic Personal Brand

obama-family1

Having an authentic dream and a related personal brand is a very important asset in today’s online, virtual, and individual age. This is the key to personal success. It is the positioning strategy behind the world’s most successful people, like Barack Obama. It’s therefore important to be your own brand based on your authentic dream. This will help you to actively grow and distinguish yourself. Remember what Walt Disney said; “If you can dream it, you can do it”.

Barack Obama’s dream is-Bring about real change, change that we can believe in. His passion for change is the pillar of his authentic Personal Brand. Parts of his speeches: “America is a land of big dreamers and big hopes. It is this hope that has sustained us through revolution and civil war, depression and world war, a struggle for civil and social rights and the brink of nuclear crisis. And it is because our dreamers dreamed that we have emerged from each challenge more united, more prosperous, and more admired than before…….The true test of the American ideal is whether we’re able to recognize our failings and then rise together to meet the challenges of our time. Whether we allow ourselves to be shaped by events and history, or whether we act to shape them. Whether chance of birth or circumstance decides life’s big winners and losers, or whether we build a community where, at the very least, everyone has a chance to work hard, get ahead, and reach their dreams….Change will not come if we wait for some other person or some other time. We are the ones we’ve been waiting for. We are the change that we seek…. I don’t want to settle for anything less than real change, fundamental change – change we need – change that we can believe in. It’s change that I’ve been fighting for over two decades ago. Because those dreams – American dreams – are worth fighting for”.

He:
· identified and leveraged his authentic, relevant, meaningful, inspiring, enduring, ambitiousdream and hope
· responses to his dream/hope with love and passion and adds value to others
· knows what make him unique, special, different and outstanding
· recognized and identified his genius and expanded his limits based on this
· succeeded by living according to his dream and doing related work he loves
· has faith in himself and the courage to pursue his dream and hope, and based on this delivered peak performances and is exceptional

Remember this (Rampersad, 2009):
Dream it, hope it, believe it, fix it in your mind, visualize it, accept it, respond to it with love, passion, and integrity, give your peak performance to it and you will achieve it.
Barack Obama is a man of hope, integrity, and vision, who is fighting for change. We admire him because of his genius, achievements, success, and added value to others. Anyone can deliver peak performances and be successful in life, because all of us have the genius within us to do so. Success is not something that will come automatically or something that the world will define for you. It’s what you define in your ambitious dream (hope) and in the way you pursue this dream. Remember what Marva Collins said; ‘Success doesn’t come to you …you go to it’. You must have a dream in life, follow your heart and love what you do, if you expect exceptional success. You will surely have it, since people who ask for it, wish it, dream it, hope it, fix it in their mind, visualize it, feel it, allow it, give your peak performance to it, respond to it with love, passion and integrity, attract success.

Obama has proven that if someone has a clear authenticdream, responds to it with love and passion, has the courage to pursue this dream, has faith in him/herself, and lives according to their dream, this dream will guide that person’s life and will result in purposeful and resolute actions. He took the responsibility to identify his dreams and hope, and to respond to them with love and passion. Stop complaining and do not blame others for your failures. Take the initiative and the responsibility to develop, implement, and cultivate your authentic dream and hope as well, and keep it at the forefront of your mind each day. You should have faith in yourself.

Also remember this (Rampersad, 2009):
no dream + no hope +no faith + no self-knowledge + no thinking + no mindset change + no integrity + no passion + no trust + no love = NO SUSTAINABLE CHANGE

Love is an important element in this equation. It is about loving yourself (self-love), loving others, and loving what you do. You should love yourself in at least equal measure to others or things. This can be found in most religions: “to love others as you love yourself”. Remember what Abraham Maslow said: “We can only respect others when we respect ourselves. We can only give, when we give to ourselves. We can only love, when we love ourselves”. Without knowing who you are (self-knowledge), it’s very difficult to love yourself and others. You need to make a positive emotional connection with yourself and find yourself interesting first, otherwise others you will not make a positive emotional connection with you and will not find you interesting.

With an authentic Personal Brand (based on your dream), your strongest characteristics, attributes, and values can separate you from the crowd. Without this, you look just like everyone else.

…………….. read further hereus-edition_pb8

This article is based on Dr. Hubert Rampersad’s new book “Authentic Personal Branding: A new blueprint for building and aligning a powerful leadership brand’ (Information Age Publishing, USA, 2009 Pearson Malaysia, 2008 )
 BANNER 4

 

Celebration of a New Groundbreaking Personal Branding Book

us-edition_pb2

 

 

 This book offers a new way to define, formulate and implement a sustainable, powerful, authentic, consistent, and memorable personal brand identity. Authentic Personal Branding entails a systematic and integrated journey towards self-awareness, joy, happiness, and marketing success, which is based on several new models, guidelines and tools that have been proven in practice. A way of life in conformity with this system results in flow; which is a journey into the inner self, where your genius, values, hopes, dreams and aspirations lie quietly waiting to be discovered. Taking the journey as an individual allows you to view your life objectively and authentically and provides a roadmap of your genius, dreams and aspirations translated into manageable and measurable milestones and improvement actions.

TABLE OF CONTENTS
Foreword, Marshall Goldsmith. Preface. Author’s Profile. Introduction. PART 1: AUTHENTIC PERSONAL BRANDING. An Authentic Personal Branding Model. Define and Formulate Your Personal Ambition. Define and Formulate Your Personal Brand. Formulate Your Personal Balanced Scorecard. Implement and Cultivate Your Personal Ambition, Personal Brand, and Personal Balanced Scorecard. Aligning Your Personal Ambition and Personal Brand with Your Behavior and Actions: Alignment with Yourself. PART 2: AUTHENTIC COMPANY BRANDING. An Authentic Company Branding Model. Define and Formulate the Company Ambition. Define and Formulate the Company Brand. Formulate the Company Balanced Scorecard. Implement and Cultivate Your Company Ambition, Company Brand, and Company Balanced Scorecard. Aligning Personal Ambition and Personal Brand with Company Ambition and Company Brand: Alignment with Your Company. Epilogue. Afterword, Dave Ulrich. Appendecies: A Personal Ambition, Personal Brand, and Personal Balanced Scorecard Forms. B Authentic Personal Brand Coaching Framework and the Certified Personal Brand Coach (CPBC) Certification Program. C Personal BrandSoft. References and Recommended Reading. Index.

REVIEWS
In Authentic Personal Branding, Hubert Rampersad has provided a sorely needed guidebook for knowledge workers. He shows us all how to build our own personal brand-and just as important-how to persuasively communicate this brand to the world…. I love his focus on authenticity…. My request to you, the reader, is-make this book part of your life. Don’t just read this book for its “interesting” content. Don’t be content with a few “aha” moments. Make it part of your life planning-and ultimately part of your life! If you do, you can become a more integrated and successful person-and better enable your company to help you make a positive difference in our world!” ~ From the Foreword by Marshall Goldsmith, Author of What Got You Here Won’t Get You There

Hubert Rampersad has a knack for preparing comprehensive frameworks for analyzing important issues…. The four stage model that he suggests proposes an explicit way to turn a desired external identity into something concrete and actionable…. It’s a wonderful step by step approach to making a desired brand explicit…. The mental models and their related investigative questions will help you know where you are today so you can get to where you want to be tomorrow…. This book offers an architecture to turn these ideas into action.” ~ From the Afterword by Dave Ulrich, Professor of Business, University of Michigan

IAP – Information Age Publishing
P.O. Box 79049
Charlotte, NC 28271-7047, USA
T: 704.752.9125
F: 704.752.9113

george@infoagepub.com

http://www.infoagepub.com/index.php?id=9&p=p49bebb1cdd589

twitter

A 4-Point Survival Guide for Turning Personal Financial Crisis into Opportunity

The current financial crisis is driving the world into a global recession. There is no job security anymore. Especially in times of financial crisis you need to be independent, become the CEO of your life and redefine yourself in order to create and attract new creative opportunities. This can be realized successfully according to an innovative four-stage authentic personal branding model, that will be introduced in this article, based on the bestselling book “Authentic Personal Branding: A new blueprint for building and aligning a powerful leadership brand’ (Information Age Publishing, USA, 2009). You can get yourself out of this crisis by re-branding and managing yourself effectively and by building, implementing and cultivating your authentic personal brand according to this model. If you are well branded according to this approach, you will master the financial crisis successfully, smartly save costs, generate new revenues, find it easier to convince others and attract the people and opportunities that are a perfect fit for you.

us-edition_pb1This new system will help you to actively grow and distinguish yourself as an exceptional professional. Remember what Albert Einstein said: “In the middle of difficulty lies opportunity”. Now is the best time to engage in a meaningful dialogue with yourself and build your personal brand in order to better master the financial crisis with your unique value proposition. This innovative personal branding approach will provide you a roadmap to translate your genius, dreams and aspirations into manageable improvement actions and will help you adjust your market offerings to the different crisis needs of various customer segments. Now during the crisis it is a great time to reposition yourself strongly in relation to your competitors, built a strong reputation, develop an effective image of yourself that you want to project in everything you do, and become more creative and innovative. While some individuals fight for survival, this financial crisis is an excellent opportunity for visionary people who like to differentiate themselves, set them apart from others and create an identity around themselves. This makes it easier for others to remember who they are, become known as a thriving and distinguished professional and improve themselves continuously. They develop their own creative responses to this financial crisis instead of following the standard responses of individuals during a recession. They master the personal financial crisis because they have identified and leveraged their authentic dream, respond to it with passion, know what make them unique, special, different and outstanding, identified their genius, expand their limits based on this, and have faith in themselves and the courage to pursue their dream and personal brand.

branding-cycle

Figure 1: Authentic Personal Branding Model (Rampersad, 2009)

Four Points to Master a Personal Financial Crisis

Building an authentic Personal Brand to response to the financial crisis is an evolutionary and organic process. This process consists of the following four phases, which are the building blocks of a strong authentic Personal Brand (see figure 1):

1) Define and formulate your Authentic Personal Ambition; This phase involves defining and formulating your Personal Ambition in an exciting and persuasive manner and making it visible. Your Personal Ambition is the soul, starting point, core intention and the guiding principles of your Personal Brand. It’s the fuel for your brand and encompasses your personal vision, mission, and key roles. It is about developing your self-awareness and identifying yourself and figuring out what your dreams are, who you are, what you stand for, what makes you unique and special, why you are different than anyone, what your values are, and identifying your genius, incorporating an introduced breathing and silence exercise. You are almost twice as likely to accomplish your brand if you write this down. Your Personal Ambition makes your Personal Brand Personal and links this to your values.

2) Define and formulate your Authentic Personal Brand; This phase involves defining and formulating an authentic, distinctive, relevant, concise, meaningful, compelling, enduring, and crystal clear Personal Brand promise, and use it as the focal point of your behavior and actions. First of all, perform a personal SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) and evaluate yourself after using the breathing and silence exercise. This will also make you aware of the signs of the financial crisis in your internal and external environment. The result of SWOT analysis is the definition of your personal life style. This relates to your personal ambition and brand objectives. Your brand objectives entail what you want your Personal Brand to accomplish. You also need to determine your specialization, concentrating on a single core talent. Define your main specific services, your key characteristics your single leading and most powerful attribute. Finally, determine what your audience (domain) is and what their greatest needs are. Your Personal Brand Statement entails the total of your Personal Ambition, brand objectives, specialty, service dominant attribute, and domain. It also includes your Unique Value Proposition. The next step in this second stage is to define your Personal Brand Story (Elevator Pitch), which is the essence of what you want to say about your Personal Brand in order to produce a positive emotional reaction. Finally you should design your Personal Logo, which is a single graphical symbol that represents your Personal Brand.

3) Formulate your Personal Balanced Scorecard (PBSC); Personal Ambition and Personal Brand have no value unless you take action to make them a reality. Therefore the emphasis in this stage is developing an integrated and well balanced action plan based on your Personal Ambition and Personal Brand to reach your life and brand objectives and to eliminate any negative elements. It’s about translating your Personal Ambition and Personal Brand into your PBSC (action). Your PBSC entails your personal critical success factors that are related to your Personal Ambition and Brand and the corresponding objectives, performance measures, targets and prioritized improvement actions to master the crisis and to manage yourself effectively. It is also divided into the four perspectives: internal, external, knowledge & learning, and financial perspectives. Your PBSC translates your Personal Ambition and Personal Brand into manageable and measurable personal objectives, milestones and improvement actions in a holistic and balanced way. Your PBSC is needed to improve and manage yourself continuously based on your Personal Ambition and Brand. It’s an effective tool that you can use to manage and master yourself and monitor your behavior and actions.

4) Implement and cultivate your Personal Ambition, Personal Brand and Personal Balanced Scorecard; Personal Ambition, Personal Brand, and the PBSC have no value unless you implement them to make it a reality. Therefore the next step is to implement, maintain, and cultivate your ambition, brand and PBSC effectively. You have to articulate your Personal Brand with love and passion, be committed to change, and improve your perceived value in the marketplace and yourself continuously. In addition, try to build credibility and become an expert in your field. Get the word out through a variety of media channels, do work you love which is consistent with your Personal Brand and values, gain experience in areas of your brand in which you are weak, promote yourself, market your brand frequently and consistently, make conscious choices about the people you associate with, build a strong network, deliver on your brand promise, and in short live according to your brand promise. To guide you in this process a unique learning cycle called the Plan-Deploy-Act-Challenge cycle (PDAC cycle) have been introduced, which should be followed continuously. This is necessary to let your brand awareness grow gradually. This learning process will help you to become proactive, manage your time effectively, and anticipate on the crisis. The introduced breathing and silence exercises will help you calm down and regain control of your mind and body during the crisis.

This 4-point model forms the key to master the financial crisis effectively. Through this approach you will also be able to make yourself and others happy on an ongoing basis. Please ask for further information about our related master class at: The Personal Branding University;

This article is based on Dr. Hubert Rampersad’s new book “Authentic Personal Branding:  A new blueprint for building and aligning a powerful leadership brand’ (Information Age Publishing Inc, 2009).

Innovation University of Silicon Valley

12 S. First St. Suite 203, San Jose, CA 95113, USA

Tel: +1-786-537-7580 | info@iusv.university | http://www.iusv.university

businessWeek_2businessweek-jpeg

Become a Certified Personal Brand Coach

Become a Certified Personal Brand Coach  

About Our Certification Program
You can become a Certified Personal Brand Coach by attending the Certified Personal Brand Coach Certification Program at our Personal Branding University in Florida. The emphasis is on building, implementing, maintaining, and cultivating an authentic, distinctive, relevant, consistent, concise, meaningful, crystal clear, and memorable Personal Brand, which is in harmony with your dreams, life purpose, values, genius, passion, and with things what you love doing.  The image of your brand is a perception held in someone else’s mind. Successful Personal Branding entails managing this perception effectively and controlling and influencing how others perceive you and think of you. Personal Brand Coaching is based on a holistic and authentic framework, described in Dr. Hubert Rampersad’s new book Authentic Personal Branding: A new blueprint for building and aligning a powerful leadership brand”  and  “Be the CEO of”your Life”.The Personal Brand Coaching process involves fifteen phases with comprehensive exercises, tools, and activities associated with each phase to be used by Personal Brand coaches to coach others. Our related Personal Branding Software will assist you to execute this process efficiently. This program is being offered online and face to face.
 
Who Should Attend?
 This program is appropriate for coaches and other professionals responsible for life and executive coaching in both public and private organizations. It is geared towards: ·Executive & Life Coaches ·Individuals who provide coaching within a work environment ·Individuals who assist executives and teams implement organizational change ·Executives and managers·Senior business consultants·Anyone who wishes to excel, to be successful in life, to develop their personal brand, personal leadership, deliver peak performance, enhance employee engagement, and enhance sustainable personal and organizational effectiveness. 
   
Program Benefits
 The Personal Branding University recognizes practitioners who have demonstrated proficiency in using its authentic Personal Branding system in ways that are in keeping with the Personal Branding Code of Ethics. The CPBC designation is an indication that you have met the standards our Personal Branding system as evidenced by your past work, knowledge, and Personal Brand coaching skills. It shows that you have demonstrated proficiency in the authentic Personal Branding profession. Participants who receive the CPBC designation must be re-certified every year to maintain the credential. Once you achieve the Personal Brand Coach certification your name will be listed on a registry that is available to potential clients and employers, you will be listed on the Personal Branding University website, and you may display the CPBC designation on your business cards, stationary, and marketing materials. You will also get the ability to set up a successful Personal Brand Coaching practice, networking opportunities with our coaches from all over the world and the ability to conduct Personal Brand Coaching sessions in an international environment.
 
 
 
You will learn how to:
  • Build, implement, maintain, and cultivate an authentic, distinctive, relevant, consistent, concise, meaningful, exciting, inspiring, compelling, enduring, crystal clear, persuasive and memorable Personal Brand
  • Coach others to do the same
  • Coach and facilitate improved behavior in others in a holistic way
  • Enhance your effectiveness as a coach and the effectiveness of your clients
  • Evaluate and attain your full potential and the potential of your clients
  • Coach your clients to utilize their talents effectively
  • Develop employee engagement
  • Create work-life balance
  • Bring about the best fit between employee’s and company’s ambition and brand, and create lasting conditions for self-guidance, commitment, passion, and happiness.

What are the requirements for Personal Brand Coach Certification?

The eligibility requirements to apply through the regular certification process include: ·at least two years experience as coach, consultant or trainer ·completion of the 2-day individual face to face Personal Brand Coaching workshop or completion of eight times two hours online individual training session·4 hours individual coaching (online or face to face)to help you finalize and implement your Personal Brand, after completion of the workshop. Participants will also talk with their instructors by phone or Skype as the coaching experience unfolds.·a detailed description of Personal Brand coaching with at least two clients for a total of 10 hours, performed in a manner that demonstrates the use of the Personal Brand Coaching Framework with attestations from clients.

How will proficiency be assessed?

An applicant’s proficiency will be assessed through a combination of a description of education, experience, testimonials by clients or employers, and a review of documents by qualified reviewers. Reviewers will be professionals from the Personal Branding University who have received training and guidelines for doing the review. The Certified Personal Brand Coach (CPBC) Certification has a validity of one calendar year and can be extended based on the results of an annual audit conducted by the Personal Branding University.

Innovation University of Silicon Valley

12 S. First St. Suite 203, San Jose, CA 95113, USA

Tel: +1-786-537-7580 | info@iusv.university | http://www.iusv.university

businessWeek_2businessweek-jpegFORTUNE MAGAZINE