Mentor Training & Consultancy - Executive Branding

Leadership
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Exec Branding
Introduction to consultant Simon Cooper

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Corporate Bullying
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Are you a Gifted Leader
A recent article from Mentor

Executive Branding answers the question "What do you want to be famous for?" through a process which develops individually with each participant to give the Personal Brand - three phrases as the "brand values" of each individual.

This iterative, face to face process is then strengthened with a "background story" which helps each individual to embed and understand their brand values - their story which leads them up to the conclusion that their brand values are authentic and appropriate.

Through this process, Executive Branding enables people to identify and amplify the power of their own values.

It is a process which explores and defines the values which form the foundations of how people present themselves to others. By achieving a deeper understanding of where they stand, participants say that they become more consistent in their dealings with others and find they can plot a clearer route through difficult situations.

Because it is important that the values are easily recalled and understood, the process aims to distil the personal values to their essence – just three words which describe the participant succinctly and memorably. Although three words are the objective, it is more common to arrive at three short descriptive phrases, such as “strategic thinker’ or “business innovator”.

Most participants would never publicise their personal brand values: the message that Executive Branding gives is essentially an internal one, helping people to understand who they are and remind themselves of their core values whenever they need to draw on them.

By emphasising the three most important values, participants find they “grow into” the qualities that they describe. The process uses Critical Incident Analysis to arrive at the three values, therefore they are rooted in real life – to sum up in one phrase, Executive Branding encourages people to focus on their authentic values.

The Process

Executive Branding usually takes three sessions to arrive at the three words: between each session participants are encouraged to try out a range of personal values in various situations, and to use storyboarding techniques to record the results.

First Session

Objective Setting: Understanding the process and the results
Where are we now? Current understanding and future perception
First stage ideas: Defining word or words
Analysis One: Critical Incident Analysis for one word
Storyboarding Aim is to “catch yourself doing it”
Personal Profiling Optional development framework test

The first session might generate 6 - 10 personal brand values, which the participant then tries out in their working life over a number of weeks.

Second Session

Storyboard Analysis: which stories were noted, and how
Frequency Analysis Range/type of stories: which predominated?
Personal Profiling combining profile results with storyboards
Distillation: Producing three words for trial use

The second session uses the experience of using a range of personal brand values to discover which are the most important. These results are then combined with the results of the (optional) personal profiling to distill three personal brand values for trial over the next weeks.

Third Session

Storyboard Analysis: Checking for authenticity in the stories
Breakthrough Words: Are the three words correct, are others arising?
Revisiting the Profile: The leadership development profile is reviewed
Confirming the 3 Words: Committing to the best three words
Action Planning: Ways of emphasising the three words

After the third session, participants are sure which three words (or phrases) work for them, and they will use them in their daily life. Opportunities for demonstrating the personal brand values will be apparent, and further opportunities can be created in a Communications Plan developed with the participant.

Note: The Executive Branding process can also be applied to Groups. Consultant:Simon Cooper We offer a free initial consultation over the phone or face-to-face. To discuss your requirements, please contact Tina Coulsting or Claire Harrington

Tel. 0117 923 7933 or email office@mentorltd.co.uk