Workshop:A BRAND CALLED ME

Workshop for leaders in Next Coming Position November 22nd 2002

Peter Horn/Kirsten Krogh, www.awc.dk

About Us:Peter Horn, MD,Active Management & Communications.

Management advisor in market directed strategies.

Advisor in personal branding for leaders.

Spokesman in Active Women’s Club and Rådet for Fremtidens Ledelse.

On the editorial board for Dansk Presse and chief editor for Internet based business magazines and newsletters.

Has produced app. 100 documentaries for public broadcasting.

Has interviewed more than 500 senior executives for Danish and international media.

Author –along with Bo Bache – of the book Emotional Economy that predicts, that women will take over executive functions both in politics and business life.

About Us:Kirsten Krogh, director,

cand.negot.,Out-of-the-Box

Manages and runs Out Of The Box

Tutor Process consultant Coach

Courses and consultancy Network business

Prior business experience: Corporate consultant Project manager in the

advertising industry

Today’s Agenda0900 - 1000INTRODUCING, DEFINING AND EXAMPLES OF PERSONLIG BRANDING1000 - 1200WORKSHOP 1 – GROUP WORK –THEORY/PRACTICE, DEBRIEFING1200 - 1300LUNCH1300 - 1500WORKSHOP 2 – 1:1 GROUP WORK – ALL ELEMENTS IN BRANDING1500 - 1530BREAK1530 - 1615EXCHANGING EXPERIENCES1615 - 1700CASES 1700 - 1800SUMMING UP, CONCLUSION

A Brand Called Me

Goals:

To enable participants to: To shape their personal images

in the desired universe. To retain and to extend the

established brand in relation to businesses and boards.

Defining Personal Branding and Impact Strategy Resources Internal

branding External

branding Implementation Results

Examples of Personal Branding in Business

Marie Ehrling, director, formerly SAS, at present Telia

Birgit Aagaard Svendsen, director, J. Lauritzen A/S, member of Danske Bank’s board

Jan Carlzon, former managing director, SAS Henning Dyremose, managing director, TDC Richard Branson, CEO, Virgin Peggy Bruzelius, board member, Scania, E-lux,

Drott, Axfood, Ratos Elisabeth Annell, board member TV4, IBS,

Sardus, mandamus, NGM Stine Bosse, managing director, Tryg, board

member Flügger

Workshop 1: The Most Important Elements in a Personal Brand

Group work should focus on: Personal branding in theory – defined

from an objective perspective. Personal branding in practice –

defined from your personal observations and/or experiences.

Findings for the debriefing. Conclusion.

Lunch After lunch the group work will

be on a 1:1 basis. I.e. groups will consist of two

persons – 1 Swede/1 Dane. The objective is to interact and

develop concrete competences pointing towards a board position; in Sweden, Denmark or internationally.

What does it take? That’s the topic of the work shop after lunch!

Maybe it’s a good idea to get together with a partner now?

Workshop 2: Your Personal Tools 1 Strategic planning and defining

your profile: This is the way I want others to view me.

Personal training/test: What are my resources and potential?

Developing personal impact and establishing a brand: Utilizing a professional advisor/interaction.

Workshop 2: Your Personal Tools 2 Personal branding 1:1: Influencing

key persons. Personal branding internally: How

to get backing from your company and base.

Personal branding externally: How to get backing from your clients, potential, suppliers, opnion formers and decision makers.

Workshop 2: Your Personal Tools 3 Personal branding and the media: Why, what, who, when. Personal branding and publicity: Lectures, books, politics, charities, newspaper features, opinion.

Break – coffee, tea and soft drinks You could use the break to : look through your notes prepare mentally to exchanging

experiences and subsequent cases – where we’ll put you in different

situations related to personal branding – to demonstrate the significance of preparedness.

Exchanging Experiences Your experiences with personal

branding – from the workshop and earlier.

Methods. Ideas and creativity. How calculating are you? Evaluation of achieved goals.

Cases 1 In this part we’ll test your strategy.

Cases will be about: Your profile strategy: What works

and why? Developing your resources and

potential. Personal impact/Branding - how? Do you or don’t you need

professional advice/interaction?

Cases 2 Who are the key people in relation

to your access to the desired board position?

How will you carry out your personal branding internally?

How will you carry out your personal branding externally?

Cases 3 How’s your media planning for your

personal branding? Which media – and which journalists? What’s your message? Which criteria are you working from? How are you preparing yourself? What are your demands? Is your backing in order?

Cases 3 How will you carry out systematic

branding in public? Which lectures should you give –

where and to whom? Should you enter charity or politics? If you consider writing a book: What’s

the theme – and are you going to write it yourself?

For which papers are you writing feature articles – and to what effect?

If you have other qualities that can provide adequate attention – use them!

Summing up and Conclusion Joint summary. Joint conclusion. Individual targets you need to focus on. Follow-up – you can call or e-mail Peter Horn, if

you want further discussion on your branding strategy

(+45 33 93 32 55 – e-mail: active@inet.uni2.dk – www.active-man.com).

Nice to Meet You If you’re interested in

goal-directed leadership development, you might consider becoming a member of Active Women’s Club.

www.awc.dk AWC is devoted to: Strategic career

planning. Mentoring. Professional network. Hands-on leadership. Dialogue meetings. Conferences.