W. Green, Vice President-Policy, Government,
and Public Affairs, Chevron Corporation
“If you follow the steps in this book, you will definitely stand out from the crowd. The great insights and steps provided help you define and successfully communicate your personal brand that, in a corporate environment, is critical for success.”
—Doug Rath, Chairman
Talent Plus
“Brenda Bence provides you with the theory and practical application for establishing the most important brand, your own. Her professional, thoughtful approach is very engaging and, as you read, study, and implement her ideas, you will no doubt enhance your career and your life. She is a branding expert who makes it fun to follow her advice as you establish your own brand.”
—Blaine Rieke, Retired Chairman and CEO
First Wisconsin Trust Company (now U.S. Bank)
“Having worked with branding principles for many years as an advertising executive, I’ve never seen them brought together in a personal branding system of this kind. One that is so clear and yet so comprehensive. When you read this book, you will see how you can use the same branding strategies that marketers use to create corporate brands, but on yourself. In doing so, you will create your own powerful personal brand that will help enhance you as a person … and impact how other people see you.”
—Dr. Sue Godfrey, Regional Director-Asia Pacific
Saatchi & Saatchi Ideas Company
Copyright © 2008, 2014 by Brenda S. Bence. All rights reserved.
Formerly published under the title How YOU™® Are Like Shampoo
Published by Global Insight Communications LLC, Las Vegas, Nevada, U.S.A.
Converted by http://www.eBookIt.com
ISBN: 978-0-9825353-8-7
Cover design by George Foster, Foster Covers (www.fostercovers.com)
Interior design and typesetting by Eric Myhr
Illustrations by Brenda Brown (webtoon.com)
Editing by Melanie Votaw (www.RuletheWord.com)
The stories in this book are based on real events and real people. Where requested, and in order to protect the privacy of certain individuals, names and identifying details have been changed.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise without the prior written permission of the Publisher. Requests to the Publisher for permission should be addressed to the Permission Department, Global Insight Communications, P.O. Box 28909, Las Vegas, NV 89126, U.S.A. Phone: +1-312-242-1830; Fax +1-312-277-9211 or by e-mail at [email protected].
Limit of Liability/Disclaimer of Warrant: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.
Publisher’s Cataloging-in-Publication data
Bence, Brenda S.
Master the brand called you : the proven leadership personal branding system to help you earn more, do more, and be more at work / Brenda Bence.
p. cm.
ISBN 978-0-9825353-8-7
1. Success in business. 2. Branding (Marketing). 3. Leadership. 4. Brand choice. 5. Career development. I. Title.
HD69.B7 B38 2014
658.82720--dc23
2014937748
To Daniel
(The brand I am most loyal to)
My North
My South
My East
My West*
* I get lost easily
Introduction
1
Do You Need a Leadership Personal Brand?
I always worry about people who say, “I’m going to do this for ten years [but] I really don’t like it very well. And then I’ll do this …” That’s a little like saving up sex for your old age.
— Warren Buffett, Chairman of Berkshire Hathaway and the “Oracle of Omaha”
I have had the wonderful fortune of living in, working in, and visiting more than 80 countries, and as a result, I’ve met thousands of people from various walks of life all around the globe. And there’s one thing that I have come to know as the truth: We are all fundamentally the same. We all ultimately want the same things: to earn a good living, enjoy our work, stay healthy, have a happy family life, enjoy meaningful friendships, and ultimately make a difference in some way.
So, if we’re all the same, why would I write a book about leadership personal branding? Because while we are all fundamentally the same, we also each have specific gifts and talents that are as unique to us as our individual DNA. It’s a bit of a paradox: We’re the same and yet we’re unique. And it’s up to each of us to learn how to use our specific gifts and talents to make our lives and careers the best they can be—to make that difference in the world that we hope for. I also believe that it’s up to each of us to learn self-leadership before we even begin to think about effectively leading others. This is where leadership personal branding comes in.
You’ve heard of serial killers? Well, think of me as a “serial brander”—I just can’t stop branding! As a corporate marketer, I have worked for Procter & Gamble and Bristol-Myers Squibb on four different continents, where I was fortunate enough to manage many well-known brands like Pantene, Head & Shoulders, Vidal Sassoon, Ariel, Cheer, and Enfamil. I spent years defining,
