Personal branding Personal branding assessmentassessment

Armando CamarilloArmando Camarillo

September 2010September 2010

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A note about the author A note about the author and the processand the process

Committed to extending the impact of personal branding, William Arruda founded Reach—the global leader in personal branding.He has created a pioneering program to certify coaches and career professionals in the Reach personal branding methodology. 360Reach is the first and leading personal branding assessment, which has been used by nearly one million professionals and entrepreneurs. There is now a French version and plans for small business and Spanish versions.

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Assessment methodologyAssessment methodology

360°Reach is a web-based personal brand assessment to provide a real and critical story about how you are perceived by those around you. All responses are anonymous.  140 feedback requests were forwarded to Linkedin contacts, to respond within a 15 day-period. Response rate was 25%, including supervisors, peers, associates and former team members. After 7 days, a reminder note was forwarded to people who have not yet responded.

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Results summary: Results summary: brand attributesbrand attributes

Top mentionsTop mentionsOrganizedOrganizedSelf-motivatedSelf-motivatedStrategicStrategicHonestHonestCollaborativeCollaborativeDependableDependableEnthusiasticEnthusiasticEntrepreneurialEntrepreneurialCompetitiveCompetitiveDiplomaticDiplomaticEnergeticEnergeticEnterprisingEnterprising

Other mentionsOther mentions ProactiveProactiveTrustworthyTrustworthyAccurateAccurateConservativeConservativeDrivenDrivenEthical Ethical InternationalInternationalLoyal Loyal ConfidentConfidentInterestedInterestedLikableLikableMethodicalMethodical

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Brand skillsBrand skillsTop mentionsTop mentionsPerforming analysisPerforming analysisSolving problemsSolving problemsPresentingPresentingDelivering quantifiable Delivering quantifiable resultsresultsCommunicatingCommunicating(listening, speaking)(listening, speaking)Making decisionsMaking decisionsManaging projectsManaging projectsOrganizing Organizing SellingSellingDeveloping ideasDeveloping ideasRelating to Relating to others/Building others/Building relationshiprelationshipTeam buildingTeam building

Other mentionsOther mentions Analysing figuresAnalysing figuresCoachingCoachingCounselingCounselingIdentifying problemsIdentifying problemsManaging conflictManaging conflictMeeting/exceeding Meeting/exceeding success targetssuccess targetsGlobal/internationalGlobal/internationalthinkingthinkingWriting reportsWriting reportsEstablishing metricsEstablishing metricsSeeing the detailsSeeing the detailsVisioningVisioningBudgetingBudgeting

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Greatest strengthsGreatest strengthsAbility to deliver resultsAbility to deliver resultsAmbitionAmbitionAnalytical mindAnalytical mindAttention to detailAttention to detailCapability to combine Capability to combine different interests in one different interests in one goalgoalCollaborating accomplisherCollaborating accomplisherConflict ManagementConflict ManagementEnthusiasm and driveEnthusiasm and driveEntreprenurialEntreprenurialGeneral managementGeneral managementGreat capacity for analysis Great capacity for analysis and strategy generationand strategy generationHe is a people personHe is a people person

High characterHigh characterHis financial and cost cutting His financial and cost cutting business capabilitiesbusiness capabilitiesIntegrityIntegrityLooking to improve Looking to improve performanceperformanceMarket knowledgeMarket knowledgeOrganizedOrganizedPassionPassionPersonablePersonablePersonalityPersonalityStrategically motivatedStrategically motivatedVery smart, great team Very smart, great team builderbuilderWorking with others Working with others

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Projective exercise: type of carProjective exercise: type of carany race car: fast and result oriented but not so confortableany race car: fast and result oriented but not so confortableAudi: practical, style and good performanceAudi: practical, style and good performancebmw 740 - because he drives with power and precision; very well built, bmw 740 - because he drives with power and precision; very well built, handles well, quite professional; well engineered machinehandles well, quite professional; well engineered machinehe would be a high performance vehicle - fuel efficient, with gps and other he would be a high performance vehicle - fuel efficient, with gps and other details for performance excellence details for performance excellence Hummer (power, without confort)Hummer (power, without confort)InfinityInfinityit would be a classic car (type rolls-royce), elegant, not so flashy and in it would be a classic car (type rolls-royce), elegant, not so flashy and in great detail and performancegreat detail and performancejaguar, sophisticated, smart, dependablejaguar, sophisticated, smart, dependablelamborghini diablo, he is high performing guylamborghini diablo, he is high performing guyMercedes benz: top of the category, reliable, trustable and traditionalMercedes benz: top of the category, reliable, trustable and traditionalmustang - energetic, determined to succeedmustang - energetic, determined to succeedtoyota camaria - dependable, quality, good looks but not flashytoyota camaria - dependable, quality, good looks but not flashyvolkswagen/VW beetle, reliable, confident that can take you to the endvolkswagen/VW beetle, reliable, confident that can take you to the endvolvovolvo

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Projective exercise: breed of dogProjective exercise: breed of dogbeagle, he always follows company policiesbeagle, he always follows company policiesboxer, strong, tough on the outside, but kind insideboxer, strong, tough on the outside, but kind insideblue heeler, intelligent and loyal blue heeler, intelligent and loyal Bull dog: strong and aggressive going after sales, tenaciousBull dog: strong and aggressive going after sales, tenaciousCocker spaniel: because those are afables and obedient but a little bit Cocker spaniel: because those are afables and obedient but a little bit nervous nervous english springer full of energy and smartenglish springer full of energy and smartgerman shepard, powerful, but can be gentle, extremely reliable to their german shepard, powerful, but can be gentle, extremely reliable to their owner, strong, intelligent owner, strong, intelligent golden retriever, matey, good energy, gets it done, loyalgolden retriever, matey, good energy, gets it done, loyalgreat danegreat dane““labrador” - great hunting skills, dependable and friendly, trustworthy, labrador” - great hunting skills, dependable and friendly, trustworthy, service to the others, reliable, resilientservice to the others, reliable, resilientMaybe a setter: active and intelligentMaybe a setter: active and intelligentmix, he has many talentsmix, he has many talentsRotweiller: strong but aggressiveRotweiller: strong but aggressiveSaint BernardSaint Bernardwould be a type of bernese mountain dog, big, crafty, loyal, alert and close, would be a type of bernese mountain dog, big, crafty, loyal, alert and close, strong and willing to helpstrong and willing to helpyellow labyellow lab

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Team roleTeam role

Leader - creates a vision, assembles the team, takes Leader - creates a vision, assembles the team, takes charge, assigns tasks, measures progress.charge, assigns tasks, measures progress.Administrator - manages administrative tasks, responds Administrator - manages administrative tasks, responds to questions, keeps team members informed.to questions, keeps team members informed.Doer - takes a portion of the project and executes it.Doer - takes a portion of the project and executes it.Facilitator - orchestrates the group, helping it to achieve Facilitator - orchestrates the group, helping it to achieve its goal.its goal.Project Manager - manages all aspects of the project Project Manager - manages all aspects of the project (budget, people, schedule, etc.) (budget, people, schedule, etc.) Motivator - inspires others to be their best and Motivator - inspires others to be their best and successful members of the team.successful members of the team.Care Giver - ensures that all members of the team are Care Giver - ensures that all members of the team are happy and cared for.happy and cared for.

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General commentsGeneral comments““I have worked on teams with Armando. It is one of his huge strengths. He I have worked on teams with Armando. It is one of his huge strengths. He is visionary, but realistic. He has awesome listening skills and the ability to is visionary, but realistic. He has awesome listening skills and the ability to organize and evaluate all input to maximize the team input. Armando goes organize and evaluate all input to maximize the team input. Armando goes above and beyond to tap into team mates skill sets and utilize the talents of above and beyond to tap into team mates skill sets and utilize the talents of the team.”the team.”““Armando, from all that I can tell, has tremendous breadth and depth to his Armando, from all that I can tell, has tremendous breadth and depth to his experience. He readily sees business opportunities and is anxious to experience. He readily sees business opportunities and is anxious to communicate them to his superiors. But he doesn't do well if the superiors communicate them to his superiors. But he doesn't do well if the superiors are stupid or incompetent; I don't think anyone does well in that situation are stupid or incompetent; I don't think anyone does well in that situation unless they can "suck up" to such people very well. And that takes some unless they can "suck up" to such people very well. And that takes some special talents too!”special talents too!”““Armando is a great executive, creative and professional, visionary, Armando is a great executive, creative and professional, visionary, strategic and analytical, with great management skills and able to conduct strategic and analytical, with great management skills and able to conduct any business in any situation. It is a great human being, with enormous any business in any situation. It is a great human being, with enormous human and ethical values.”human and ethical values.”““Look for quick hits and try to implement the ideas he has depending on the Look for quick hits and try to implement the ideas he has depending on the enviroment and current position of the company.”enviroment and current position of the company.”““Armando can successfully build and lead a team to meet/exceed goals and Armando can successfully build and lead a team to meet/exceed goals and objectives consistently. He is a strategic thinker who is adept at solving objectives consistently. He is a strategic thinker who is adept at solving problems and developing great relationships.”problems and developing great relationships.”““Armando is a person that sticks to the company policies not breaking any Armando is a person that sticks to the company policies not breaking any written rule, thinking always first in the benefit of the company rather than written rule, thinking always first in the benefit of the company rather than personal objectives.”personal objectives.”““He is good investigating and integrating solid arguments, and he can use He is good investigating and integrating solid arguments, and he can use the information tools available quite well.”the information tools available quite well.”““Keep up the good work!”Keep up the good work!”