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10/21/2013
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Lisa Anderson
October 1, 2013
Elevate Your Personal
Brand and Advance Your
Career
About the Webinar Speaker …
Lisa Anderson, CSCP• Founder and President of LMA Consulting Group, Inc. and formerly VP of Operations for a mid-
market manufacturer
• As a business consultant, she partners with manufacturers and distributors to ELEVATE BUSINESS PERFORMANCE
• Known as having an eagle-eye strategic focus, Lisa is a leading expert in selecting strategic priorities bridging the gap with execution and partnering with clients to “make it happen”
• As Lisa’s practice is known for doubling inventory turns, slashing lead times and increasing productivity and margins, Lisa is talked about in those circles as the strongest link in your supply chain.
• Lisa is the creator of the dynamic approach to supply chain excellence TST which combines torque, speed and traction to create high speed organizations that maximize performance
• Lisa is the author of Leverage Social Networks to Drive Business Results, has been a featured speaker at several industry conferences such as the Global Supply Chain & Logistics Summit and has been quoted in the Wall Street Journal, ABC News, and the Los Angeles Times.
• She is board approved in supply chain strategy by SAC (Society for Advancement in Consulting) and the 2011 Milt Cook award recipient of the APICS Southwest district.
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What is a Brand?
A representation of uniform quality• A representation of uniform quality
• Intellectual attraction
• Emotional appeal
Why do we care?
#1 most valuable global brand 2013
$185,071 million
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• The value of trends … what do 80% of my clients and
key contacts have in common?
– Volatility is the new norm
– Customers expectations are high (more for less – and quicker)
– It’s a new ballgame in terms of sales growth
– Talent shortage
– Cash is king – perception is reality
– Information overloaded society (e-commerce, big data)
– Increasingly complex needs (global, regulations, risk,
sustainability)
Why do we care?
Latest Trends
Why do we care?
• To sum up the new normal:
– Baselines must be an assumption
• Cash is king
• Service is paramount
• Execution is everything
– Innovate or die
– Collaborate to thrive
– Image will make or break you
New Normal
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Why do we care?
• How can we succeed in the new normal?
– Find ways to provide:
• Exceptional service
• At high value/return for the customer
• At higher margins
New Normal
Why Do we Care?
Are you known for being a solution to new normal challenges?
… You need aPERSONAL BRAND
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Where do we start?
• What do you want to achieve?
– Do you know?
– Career goals
– Personal goals
Where do we start?
• It’s not about you!
– Think in terms of your audience
– Listen
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Where do we start?
• Who do you want your brand to appeal to?
• Who is your audience?
– Peers
– Employees
– Manager
– Leaders in other firms
– Customers
– Media
Where do we start?
Yet …
The brand is you!
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Creating a Brand
• What are you known for?
– What do you think you’re known for?
– What’s unique or distinctive?
– What are your strengths?
– What do others say about you?
– Ask and listen
Creating a Brand
Now consider …
What do you want to be known for?
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Creating a Brand
• Find a way to be …
– Distinctive
– Memorable
– Provide value
Creating a Brand
• How can you be distinctive?
– Competitive edge
– Stand out in the crowd
– Unique skills
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Creating a Brand
• How can you be memorable?
– Push back
– Contrarian
– Use metaphors and examples
– Be an excellent communicator
Creating a Brand
• How can you provide value?
– What are the outputs/results of your job?
– Talk in terms of value and benefits; not
tasks
– Provide a customer service edge
– Appeal to emotion
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Creating a Brand
• What appeals to your target audience?
– Nothing is more important than image
– Enthusiasm matters
– Be specific and clear
– KISS – keep it simple
Creating a Brand
Small Group Exercise
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Building Brand Equity
• When do you build brand equity?
– Every day
– Every conversation
– Every presentation
– Every social media post
Building Brand Equity
• How do you build brand equity?
– Talk value
– Weave your brand into conversations
– Get others talking about you!
– Repetition, repetition, repetition
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Building Brand Equity
NewsletterNewsletter
Word of Word of MouthMouth
Social Social MediaMedia
AlliancesAlliances
TeachingTeaching
ReferralsReferrals33rdrd Party Party EndorseEndorse--
mentsments
PresenPresen--tationstations
AnalysesAnalyses
Pro Bono Pro Bono WorkWork
Trade Trade Association Association LeadershipLeadership
Take-Away Points
What are 3 things you can do when
you get back to the office to build
your brand?
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Take-Away Points
• Establishing a brand = invaluable
– Distinctive
– Memorable
– Provide value
• Build brand equity
Contact the Speaker
Lisa Anderson
Email: [email protected]
Phone: 909-630-3943
Website: www.lma-consultinggroup.com
Twitter: @lisaandersonlma
LinkedIn: www.linkedin.com/in/lisaandersonlma
