Building Your Brand - Steve O’Donnell - Talent4Tech
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Transcript of Building Your Brand - Steve O’Donnell - Talent4Tech
Building Your Brand Love, life and the pursuit of happiness
Brand
Life
Work
Family
What Everyone Wants
Choose the Problem Carefully
Save my life Make me money
Take out the trash
Brand positions the problem you solve
Segment Problem Solu?on
The ARCTM behavior drivers
Improve Agility to deliver innova?on and kill the compe??on
Avoid or reduce Risk to business ac?vi?es
Reduce Cost – oEen the least important
Choose which type of problem your brand solves carefully
5
Agility
Risk Cost
• The three fundamental drivers of behavior that must be harnessed in all brand messaging
• Mul?ple drivers can be combined to create a balanced brand message
Copyright © S1NED Limited 2012 All Rights Reserved
ARCTM
Metric
Business Stage
Private
Public Government
Charity
Geographic Loca?on
Leadership Style
Compe??ve Pressures
It is not enough to be a specialist
• Capability without engagement
• Go Away LiJle Person – you add no value
• Trusted Advisor • Proven Competency
• Rela?onships • No Proven Competency
Celebrity Trust
Geek GALP
Trusted Rela?onship
Capability
Do you play in the first (Trust) or fourth (Geek) quadrant?
The Four Personal Brand Types
Paratrooper Old Timer
Consultant Businessman Specialist Know
ledge
Type Interests
Paratroop (professional change agent)
Fixing stuff that is broken – fast Willing to take calculated risks Happy to move on when done Welcomes external help
Consultant (management consultant)
Analyze everything in detail Slow to make decisions Driven by numbers & process Risk averse
Old Timer (Experience is everything)
Understands the business Understands his own area Slow to change, slow to trust Incremental
Businessman (senior manager from the business)
Business focused Probably not a specialist or technology savvy Driven by numbers Driven to align business
Knowledge of the Business
Steve O’Donnell Personal Brand
I align and fix businesses to deliver rapid growth and effect a sale or IPO (Agility)
I have a proven track record of experience and success (Risk)
I am reassuringly expensive (Cost)
Result – I get CEO, Chairman and Advisory Roles
8
Agility
Risk Cost
• The three fundamental drivers of behavior that must be harnessed in all brand messaging
• Mul?ple drivers can be combined to create a balanced brand message
Copyright © S1NED Limited 2012 All Rights Reserved
ARCTM
Metric
Business Stage
Private
Public Government
Charity
Geographic Loca?on
Leadership Style
Compe??ve Pressures
About Me Steve O’Donnell
Author of What Every CIO Wants Speaker, Analyst & Commentator Fiduciary & Advisory Board Member Business Adventurer in IT Security, Wireless, Big Data, Managed Services, Solid State Storage Social Media Addict
Background Global Head of Opera?ons BT CEO MEEZA – Qatar Senior Analyst ESG Career IT Spend $30B+
Copyright © S1NED Limited 2012 All Rights Reserved
9
How do I promote my brand?
Become a Rock Star
Blog
Tweet and Engage
Speak at Events
Write
Comment
Join up everything
Amplify Content
Don’t give up
Don’t stop
Automate
Make it a life rou?ne
Plan content constantly
Don’t sell out
Be prepared to evolve
Avoid
Create Some Methodologies
Write a Book Migrate from pundit to expert
Six months effort at least
15
Steve O’Donnell
hJp://about.me/stephenodonnell twiJer @stephenodonnell hJp://www.thehotaisle.com