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8/8/2019 Build Your Signature Brand
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F R E E E B O O K
HOW TO
BUILD
Y OU R
S i g n a t u r e B r a n d
The Essential Guide to Defining and Living Your Personal Brand
This book was created and written by Mike Friesen.
About a year after his appointment as CFO at a military base in the late
1990s, Mike began an intense personal development journey that continues
to this day. Through a combination of real-world experiences and study, he
discovered a passion for Excellence and Innovation. Mike now helps others
discover and grow their natural talents.
This eBook is Copyright © 2010 Mike Friesen and may not be redistributed, shared, or
sold without prior written consent of the author. In order to let others know of this FREEeBook, please direct them to the following web site.
www.LSdevelop.com
To contact Mike, please email [email protected]
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TABLE OF CONTENTS
Part Title Page
1 Introduction 3
2 Why Build a Personal Brand? 8
3 How Do You See? 9
4 What Are You Passionate About? 11
5 Medium-to-Long-Term 13
6 Be and Do 14
7 Values 15
8 Listening 18
9 Habits and Strengths 20
10 It’s All About Relationships! 22
11 Continuous Learning 23
12 Put It Together 25
13 In Closing 26
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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PART 1INTRODUCTION
Brand.
One small word … one BIG idea!
You probably think of ‘brand’ as linked to
a company. We are all familiar with many
brands for what we drink, eat, drive, and
generally enjoy. Seeing a familiar brand is
almost like seeing an old friend. We haveconfidence in our favorite brands.
What if you and I developed our individual brands so people familiar with
us would have a consistently positive reaction? What would life be like for
the one who presented a consistent and trustworthy brand?
The fascinating thing is so many people run around working hard at the
here-and-now with little thought for much beyond next week. They let their
brands evolve randomly and then are surprised at the results. Worse yet,
each of these individuals are missing their unique purpose. What about you?
Can you list your unique, value-added traits
in 60 seconds or less?
Try it!
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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If you did it, GREAT! If this was a bit harder than expected, don’t worry …
you’ll get another chance later in this eBook.
One more thing … I encourage you to either print this eBook and write noteson it or take notes in some other way. ENGAGE!
A Personal Note …
Prior to the late 1990s, I only thought of leadership as ‘taking initiative.’
Personal development was something related to the technical requirements
of my job like learning spreadsheets, software, formulas, etc.
The idea of leadership was no more remarkable to me than other words inthe management vocabulary. I had to admit the word leadership had a nice
ring to it but I didn’t give it much thought beyond that.
In late 1999, a boss (whom I greatly respected) called and asked me to talk
at an upcoming conference about the purpose and values of my Finance
division … I was caught flat-footed.
I honestly hadn’t thought much about the long-term and really just tried to
do the right thing each day and treat the people well. In reality, I was in a
continual battle with red tape, confusing government regulations and
impatient customers. The presentation assignment was a turning point and
wake-up call in my personal development.
I began to wrestle with questions like these.
• Where should I ‘take’ this division?
• Where do they want to go?
• What obstacles could I remove that would improve operations AND
morale?• What are our core values?
• What is my personal purpose?
• What personal values are most important?
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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Over the next few years, I began to discover (notice I didn’t say create) my
own purpose and core values and these, in turn, led me to make some
decisions that defied conventional wisdom.
(Let me admit right there … I am still not comfortable going outside
tradition – it’s nice to be liked and welcomed in most groups! It’s nice to
have others say nice things about me and you. The reality though is that in
order to ‘do the right thing,’ it is necessary to go outside what other people
might consider ‘normal’ in a group culture sense.)
Very soon, I developed a simple process for decision making.
1. Continually refine and understand my personal purpose and values.2. Make decisions based on #1.
3. Repeat and learn.
Simple to say, MUCH tougher to do!
Don’t get me wrong … I have made more than my share of mistakes. I play
the woulda-coulda-shoulda game sometimes but life just isn’t that scripted.
Hindsight is great for learning lessons but lousy for going back in time to
make a different decision. The road we call life routinely forks. No decision
is a decision. All that said … and in spite of the bumps … I am moresatisfied today than ever before. But that is probably too much about me …
This book is about YOU! I will keep my personal stories to a minimum and
talk instead about process tools you can use right away with a bit of practice.
This type of growth takes time but once you have a grasp of the tools and
their uses, you can apply in any part of your life with amazing results.
With this in mind … here is my PROMISE to you …
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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By the end of this eBook, you will have a working framework
you can use to find and refine your own personal brand …YOUR SIGNATURE BRAND!
This will take work AND time but it is a learnable skill
like any other. Paying a personal pricebrings measurable results.
Before we venture farther, consider these facts.
FACT!
A majority of people want to personally develop
but a minority fail to act.
FACT!
A person committed to personal development can make a huge, positive
impact on a family, organization, community and society at large.
However … as with any success, developing personally takes consistent
action and hard work. It is much like a heavy aircraft beginning to taxi: it
takes more power at first to begin rolling and then less power to keep
rolling.
FACT!
Becoming more effective takes more time than some want to devote but
less time than the cynics would have you believe.
FACT!
Personal effectiveness impacts every part of a person’s life.
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Here is my best advice:
“… treat personal development as serious
as you would treat your most respected boss …”
The law of the harvest truly applies. You must plant first in order to ever
expect a crop. What may seem challenging on the front end will pay a life-
time of benefits to the avid student.
To succeed, here are the required parts.
• Willingness to look for, look at, and change mindsets
• Desire to learn and grow personally
• Passion to set and achieve goals
• Commitment to think creatively
This eBook is designed to focus on the first two areas. We address the last
two areas in more detail through the weekly newsletter Success Pulse and
other web site resources.
The first parts of this eBook will look more at theory and the final sectionswill suggest ways for application.
Ready to start? Let’s go!
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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PART 2WHY BUILD
A PERSONAL BRAND?
Does a personal brand matter? If so, why?
ost people do not wake up in the morning determined to make the
worst of their day. Most people want to do well and enjoy life.
Most people want to succeed. How that can be done could be
debated endlessly but the bottom line is most of us want to do well.
MHowever, it is the rare person who will consistently do well by accident. If
we ignore personal development, we are too prone to error and bad
judgment. Without personal improvement, emotions alone may very well
rule and this can be a disaster.
And even if such an amazing accident happens, there is case after case of
how this does not last. A person with a natural talent who does not cultivate
the talent will fall far short of potential. Someone who can easily start a
good thing will not follow through because of stunted personal growth.
For example, if someone cannot manage personal finances before winning
the lottery, it is a safe assumption that same person will do no better after
hitting the jackpot. In this case, having bundles of money does not improve a
lack of ability. In short, building a signature brand of excellence has very
tangible, measurable, concrete results.
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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Here’s another example. In today’s very competitive job market, it takes
more than the usual abilities to stand out and be hired, retained, or promoted.
Building a signature brand greatly helps in this.
So really the question should NOT be, “Why build a personal brand” but
rather, “Do I want to be excellent”? If the answer is “YES” then building a
personal brand is a no-brainer!
Does a personal brand matter? YES!!!
If so, why? A Signature Personal Brand is the vehicle to EXCELLENCE!!!
PART 3HOW DO YOU SEE?
(Mindsets, paradigms, mental maps, etc.)
If a personal brand matters, where is square one? A great starting
point is seeing. I don’t mean with just physical eyesight. I mean deep, down
inside … how do you view the world? How a person sees will directly effect
how a person acts. How a person sees is really how that person thinks.
For example, if I think “all dogs are mean,” how will I act? I will be scared
any time I happen upon any dog and will probably run the other way. If on
the other hand, I think “some dogs can be mean but you must judge each dog
individually,” how will I act? Big difference.
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If you step back, what do YOU see in your …
Family setting?
Work setting?
Friends setting?
Most settings?
Do you see a scary place or a place of opportunity?
Do you see a sad place or one where there is plenty of happiness to go
around?
Do you see one-strike-you’re-out or second chances?
How do you see FAILURE? What does SUCCESS mean to you … long-
term?
Think about these and any related questions that come to mind … WRITE
YOUR ANSWERS in a private journal or in the space below.
If you have trouble deciding how you see, try this simple exercise.
1. Pick a behavior you like or do not like.
2. Ask the question ‘why’? Repeat this question until you cannot go any
deeper.
3. In most cases, you will now have a mindset or a way of seeing.
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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PART 4WHAT ARE YOU
PASSIONATE ABOUT?
I know we all need money to live but try to suspend that thought for a
moment … just a moment.
What really gets your heart pumping? What fires your imagination? Where
does your little-kid-inside live? What are the one or few things you would
work your heart out for even if you didn’t get paid for it?
Said another way …
WHAT IS YOUR
SAVE-THE-WORLD … ONE-PERSON-AT-A-TIME
PROPOSITION?
Forgetting Exercise
So … for another moment, forget …
⇒ Work …
⇒ What you think everybody expects or demands of you …
⇒ About making money …
⇒ About time
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⇒ That not-so-favorite relative who never seems satisfied with you …
⇒ Anything else that clouds your imagination …
List your top few-to-several favorite things
in the whole world – just list them.
Any patterns? Links? Does this list trigger other thoughts? Light bulbs?
OK – back to reality!
If you have an area in your life that is not what you would like, does this list
help understand why? Here is more room to write …
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PART 5MEDIUM-TO-LONG-TERM
Why does the medium-to-long-term matter?
It is amazing but thinking beyond the moment gives better perspective. This
is not new. Many of our parents probably tried to teach us as children to
“consider the consequences” of decisions. Trust me … the old rule doesn’t
go away once you move away from home.
Many of us (including me) can get caught up in the daily rat race and lose
track of what really matters … Thinking about the medium-to-long-termevery so often has a way of adding a more objective view.
How will this decision play out next week/month/year?
What do I want my life to be about?
What do I want people to say about me after I’m gone?
What are the relationships that matter most … over the long-term?
Will the choices I make now meet my needs over the long-term?
What decisions did you make in the last few days, weeks or a month that
took the medium-to-long-term into account? What are the positive results?
What recent decisions would have been better had you considered the
medium-to-long-term?
Writing space …
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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PART 6BE AND DO
Simply put, to be or being is the foundation of a person. To do on the other
hands has ACTION written all over it! Doing comes from first being. Who
you are is what you do. BOTH are required for success in personal
branding. Why? Let’s think about it …
⇒ Being is the sweet spot among passion, imagination, and long-term.
⇒ Doing is taking action on being.
What if we have one without the other?
All BE and no DO – Being without action is pretend. It
doesn’t matter how much a person CARES if nothing
comes of it. It doesn’t matter how much one may WANT
to help someone if there are no actual steps to do so. It
doesn’t matter how much I value education if I never
crack a book or somehow take in new information.
Short version? 100% theory.
All DO and no BE – Doing without a sense of “why” leads to action that is
chaotic and potentially dangerous. This is called b-u-s-y-w-o-r-k! This is f-r-
a-n-t-i-c! It is much like beating the wind – who will win that contest?
Short version? No staying power.
See how both are important? Both Being and Doing are required … stir and
mix well.
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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PART 7VALUES
In your interactions with people, what do you value MOST? What are your
top three or four most important things you want from a friend? What is
non-negotiable? Does your list include things like respect? Honesty?
Integrity? Humor? Love? The list of possibilities is huge but try to work it
down to your top few … or several.
If it helps, start by listing all the values you think are important. Next,
prioritize the list.
MOST IMPORTANT VALUES
Why are these values so important to you? How have they made your life
better?
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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Now, what are your biggest turn-offs or hot buttons? What would kill a
friendship for you?
HOT BUTTONS
Now, combine the two lists to find your three or four most important values.
TOP THREE OR FOUR MOST IMPORTANT VALUES
Next, think about a tough choice you faced in the past where you considered
compromise on one or more of the values.
How hard were you pushed to compromise? Did you hold steady or give in?
Do you like the answer? If so CONGRATULATIONS! If not, why not? Are
there two or more values possibly at odds with each other? What are theconflicting values and which one do you choose as the most important?
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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Feel free to use the chart below to help organize your thoughts.
Value Value Value
Chosen Priority
Building a SIGNATURE BRAND must include a set
of unshakable values. In order to have consistent trust
with others, they must be able to trust your inner core
… like a rock. Trust is built by predictability at a deeplevel. This not about ruts – that’s surface stuff. This is
about drivers … or dare I say … mindsets.
For example, if I know Joe will lie to me when he gets
in a bind, can I always know when things are tough for
him? Can I predict when he will lie and when he will tell the truth? Probably
not.
This means if I cannot predict, then I cannot TRUST my opinion on whenJoe will be honest. Said another way – I cannot trust Joe. In fact, I may
decide it is safer to assume Joe is always lying … that is NEVER trust his
word. That’s a pretty dicey relationship.
APPLICATION: Make decisions based on these values … NO MATTER
WHAT! If that is not possible, go back and re-work the lists until it is
possible. Don’t feel bad if this takes time. A really good list of solid value
priorities might take up to six months just to be at a starting point. Don’t
rush it but keep chipping away at it.
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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PART 8LISTENING
I don’t know about you but I’m not as good as listening as I would like.
Listening can be hard work. It’s easy to be three paragraphs ahead of the
other guy when it comes to conversation. Real, genuine listening is about
taking in the whole message … not just the words. Depending on the study
you believe, non-verbal cues give about half of the message. That’s a lot!
Think about this … when a newborn begins to cry, a good
parent tries to decide what is wrong. Usually, there are only a
few options unless the baby is sick. As the child grows into atoddler, he or she can talk and yet this little one is still very
limited in self-awareness. What this means is, if there is a
need, the adult must tune into the whole message to try and
help. Often, the words alone are not enough because the child
cannot fully communicate.
Here’s the point … what if you and I try to listen as intently with everyone
else as we might with a small child? What new things might we learn about
those close to us? How would this help build trust and understanding? How
would this help effectiveness?
If it helps, here is a sample chart of how you might collect your thoughts
(physically or mentally).
What do the words alone say? What does everything else say?
Quick! Who are the most important people in your life? How will you better
tune into them over the next week? What mindset shifts might help?
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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Important
PersonHow to tune in better? Mindset shifts?
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PART 9HABITS & STRENGTHS
You might wonder why have a section talking about habits AND strengths
because we often connect habits with negative traits. In reality, habits are
neutral as there are good and bad habits. In other words, habits can be a good
or bad influence on personal satisfaction.
If you are like most people, you have some of both types of habits. Even
though I said there can be good and bad habits, there is really a spectrum of
habits. For instance, leaving a towel on the floor may be considered a bad
habit but is not nearly as negative as a habit that damages the body.
For those of us who want to become better, we may over-focus on the bad
things we want to “fix” in our lives. We beat ourselves up for being
overweight, constantly late, sloppy at home, or any number of other so-
called bad habits.
While trying to improve or be rid of bad habits has merit, it is downright
draining! Using the fix-it method, it should be no surprise why personal
development may seem so difficult and sheer drudgery at times.
SECRET #1Pick one of your very positive habits …
… and work on it intensely for the next two weeks.
Make is sing! Make it shine! Let it blossom!
Write one of your very good habits here:
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Step 2 …
SECRET #2Keep working on the positive habit
(and relish every moment of it).Starting at week 3, pair the good habit
with one bad habit …… and finish out the month
improving BOTH habits at the same time.
Write one of your bad habits here:
What do you think will happen to your inner motivation as you cultivate one
of your positive habits? How could this help with the bad habits? What other
habit pairs could benefit?
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PART 10IT’S ALL ABOUT RELATIONSHIPS!
When you think about our world … it’s made up of two things: stuff and
relationships! There is more stuff than any of us could possibly gather or
enjoy and some of us take this stuff-collecting idea too seriously.
Recently, I was working hard on the yard because it was overdue and I
planned to leave in the early afternoon to meet my sons after about a week
apart. The progress was slower than expected and so I started getting
frustrated.
As it looked clear I would fall short of my goal for the yard, I seriously
thought of delaying my travel time to meet the boys in order to make more
progress with the weeds. It suddenly stunned me to think I was actually
debating between cutting more grass with the weed-eater over seeing my
family. It seems like a ‘duh’ moment now but you know how it can be when
over-focused on the here-and-now. In reality, many of our professional
decisions can fall into this trap as well.
Say it with me … relationships first, relationships
first, relationships first! This idea is usually evenmore critical when you are pressed for time.
Remember that list of important people? How will
consistently putting relationships-over-stuff raise
your personal satisfaction?
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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PART 11CONTINUOUS LEARNING
you are determined to build your very own signature brand, you
must commit right now to continuous learning! I’m not saying this
because I don’t believe in you. I am saying this because there are
many more wishers of personal development than doers.
If Maybe there’s a better way to say it … or not. Continuous learning is the
fuel. Continuous learning is the raw input. Kids don’t grow well without
good, nutritious food. Personal branders do not grow without learning.
Personal development translation?
Not Growing = Stagnation
Here is another way to look at it … would you rather a doctor treat you who
was happy with his knowledge level 20 years ago or one who is staying up
with the latest studies and medical advances? In personal relationships,
methods that once worked can turn stale and actually do damage.
What works at a values level remains constant.
What works on a technique level changes.
Please re-read these two sentences again. THEY ARE IMPORTANT!
You must expose yourself to mindset challenges continually. I am not
suggesting you confuse yourself into oblivion – remember, you have now
defined a beginning purpose and values system that must be the foundation.
You are no longer a child.
Brands are respected because they respond to their environments. They talk
with their settings. They learn from their surroundings. So what does this
mean specifically?
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Read books, listen to books-on-tapes, attend seminars and conferences. If
you believe you share values, talk to that guy at work who seems to always
do things a little differently than you do. Explore his thinking. Question him
with a genuine intent to learn. If his conclusions violate your values, moveon. If not, deeply integrate the insight for an expanded perspective.
So let’s revisit the first exercise.
What are your unique, value-added traits?
How did you do?
Don’t be afraid to do this exercise repeatedly over the coming months.
Really think deeply about who you are and what you want to give to those
around you at a relationship level.
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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PART 12PUT IT TOGETHER
So maybe you’re saying … just give me the checklist! Having the checklist
alone will not help any more than only reading a textbook will make you a
surgeon. With that said, let’s look at some of the basics of building a
signature brand covered in this eBook.
• Learn to look inward and understand a mindset on any topic. The key
question to diagnose is “why.”
• Step back and imagine the possibilities. What are you passionate
about? How does this speak to who you are as a person?• Make decisions based on purpose and values … always!
• When making decisions, remember to often consider the medium-to-
long-term. This gives essential perspective.
• Learn from the good as well as the bad decisions.
• Celebrate your successes!
• Put relationships first … always!
• Listen as intently you would with a small child.
• Strengthen a good habit to improve a bad one.
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal
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PART 13IN CLOSING
Thank you so much for taking time to read through this eBook and thinking
about who you really are and what you would like to be. It’s a powerful
thought that you and I can steadily become better over a life-time.
So much progress really starts inside with the
purpose and plans. We are all naturally creative and
want to make a difference but we must also take
action to achieve better results.
Many times, this action will be different than action
we took yesterday … because we are growing and
changing – or should be – for the better!
Wishing all future success to you!
Best,
Mike Friesen
Click here to e-mail Mike
Click Below For a Step-by-Step Guide to Setting and Achieving Goals!www.LSdevelop.com/AchieveAGoal