9.24.10 Issue #446 info@mckenziemgmt.com 1-877-777-6151 Forward This Newsletter

Nancy Haller, P.h. D.
Leadership Coach
McKenzie Management
coach@ mckenziemgmt.com
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Personal Brand Value
By Nancy Haller, Ph.D., Leadership Coach McKenzie Management


The name conjures up immediate associations. We know her as the daytime TV queen of talk, the publishing and media maven, a highly admired entrepreneur. From a powerhouse business woman to a woman who’s amassed enduring trust around the globe, Oprah is a brand with longevity. She’s a household name. She has 25 years of staying power.

I am not one of Oprah’s “ultimate fans” as were the women and “man-fans” that comprised her audience last week. The Premiere of the Final Season was widely published. Out of curiosity, I tuned in. John Travolta danced out with Oprah as the show opened and he later “flew” in the Qantas airline shell when Oprah surprised her 300 loyal viewers with the ultimate surprise – a grand excursion “down under.” Consider the fact that her star power has the potential to lift Australia’s profile as a premiere tourism destination. That’s a powerful brand!

Perhaps you’ve never considered yourself as a “brand.” Many people think that personal branding is just for celebrities - like Oprah - but each of us is a brand. Personal branding, by definition, is the process by which we market ourselves to others. A personal brand gives you the ability to stand out from the competition. In essence, you’re marketing yourself as something different than the rest of the pack.

How you show up to work, the persona you present and how you mold your team - these are factors that contribute to your brand. Brand is the identifiable image that is reflected in what you do and how you do it. It is the foundation of your reputation. It’s how others view you, from patients to employees and vendors, and even your community. It’s unique to you and serves as an important asset.

A personal brand is a mix of reputation, trust, attention, and execution. When your passion aligns with your talents your brand will flow effortlessly. As basic as it is, however, it’s not easy to do. You need time to think about this. Here are a set of questions to assist you in refining your brand

  • What 3-5 words would you like others to associate with your Personal Brand?
  • If you’ve ever been called smart or funny by friends or co-workers, it’s likely that those descriptions are part of your brand. Some other examples are honest, passionate, driven, inspirational.
  • What are some of the experiences (positive and negative) that have shaped your Individual Personal Brand?
  • If you are true to your Personal Brand, what can people expect of you as a leader?
  • How will you demonstrate your brand at work and at home? What will you do?
  • What are the benefits of your brand to your patients, employees, family and community?

Figure out what matters most to you, and also what you are capable of sustaining. The best brands do what they say they’re going to do and they do it consistently day in and day out, no matter what the circumstances. The only way you can be consistent is to take some time to decide what you want to be known for, and then behave that way with intention. Focusing your brand on being "your best self" also lets you be consistent.

Your personal brand value is the core of who you are and what you stand for. That creates an emotional connection that builds loyalty with patients, employees and all the people in your life. The branding process helps you to take control and influence the image others have about you and the services you offer. In a nutshell, personal brand is bringing your best self to work, and doing your best work. While you may not reach the iconic status of an Oprah, you can have strong brand value.

Dr. Haller welcomes your questions and comments. She can be reached at coach@mckenziemgmt.com.

Dr. Haller provides training for leadership effectiveness, interpersonal communication, conflict management, and team building. If you would like to learn more contact her at coach@mckenziemgmt.com

Interested in having Dr. Haller speak to your dental society or study club? Click here.

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