is a quick tip ezine for Managers who believe in
"Results Derived from Within"
Vickie Bevenour, a Professional Certified
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Brand – Part 4 Promotion
In her book The Leader’s Edge, Using Personal Branding to Drive Performance and
Profit, Susan Hodgkinson introduces the concept of a powerful value exchange. She suggests that successful brand management is dependent on being able to communicate YOUR return on investment (ROI) to the organization in
specific business results. Once you develop this value exchange, the fourth “P” in her personal branding concept is “promotion”.
Promotion is differentiating yourself through your value exchange and then communicating this difference in precise language. I often suggest to clients that they will never be an employee again and to think of themselves from today forward as a “free agent”. As a free agent you must think of yourself in terms of what your organization needs and how you can contribute to those needs. This is your value exchange. The more powerful this is the more “value” you bring. Next you need to promote this value.
For example: Bob was preparing to attend a luncheon in which three C level leaders for his organization would be sitting at his table. What should Bob prepare in order to have a meaningful conversation with these leaders? After a review of Bob’s last ten months of performance as a coordinator for 15 community service events of over 400 people each, we crafted this self promotion statement:
“I am Bob, and I have been the sole coordinator for the last 15 community events. I have made them successful by using my strength of driving results through relationships. In the last year I increased our event participation by 32% and decreased expenses by 18%.”
That statement is an example of the promotion of a powerful value exchange! Each of the three executives proceeded to ask detailed questions and at the next event they all remembered Bob and introduced him to other organizational decision makers.
How are you promoting your personal brand? Remember that promotion is nothing more than precisely communicating your powerful value exchange. Go ahead, be brave and develop a fact-based promotional statement. Practice it and use it at least once a day. You will be amazed at the impact that you will have.
Congratulations, you have
taken the next step to deriving results from within.
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with a friend or colleague. As always, YOUR SUCCESS IS MY