Build Your Brand With the Power of Story Type. Presented by Cindy Atlee
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1 Build Your Brand With the Power of Story Type
2 Don t ask what the world needs. Ask what makes you come alive, and go do it. -Howard Thurman
3 Today s agenda Explore personal and professional branding in a coaching context Experience the power of knowing and applying your story type BONUS: Learn about a coaching framework for: Leadership/career coaching Team building and employee engagement Organizational culture development
4 Brand: A mark of ownership
5 Brand: A sustainable differentiator
6 Brand: Authentic animating presence
7 Where s your branding power (#1)? Bringing your best self to life in a way that has felt impact for others Conveying the power and passion you ve probably always had to motivate and engage
8 A powerful brand translates the motivation that fuels you internally into an identity that s motivating to others externally
9 Where s your branding power (#2)? Becoming known well for who you really are Expressing the story you re moved to tell with your business/ career in a way that draws others in
10 Foundational, thematic strategy Blueprint for communications Guidance system for behavior Fuel for your authentic attraction field So what is a brand?
11 Climbing a brand-focused ladder Rung Base Task Staying Power Four Story Motivates Very high Three Values & Feelings Connects High Two Benefits Promotes Moderate One Attributes Informs Low Below ground Category Associates Very low
12 Why use story type for branding? Creates instant recognition & relevance Speaks to unconscious motivators & needs Levers strengths & values Taps meaning & purpose Conveys a happy ending or promise
13 Story type is a metaphor for value Radiates authenticity Implies a quest, a conflict and a resolution that you provide Positions you as an active, energetic participant and contributor
14 It all starts with a powerful question: Who are you?
15 Who are you right now? Everyperson Lover Jester Caregiver Creator Ruler Hero Revolutionary Magician Innocent Explorer Sage
16 Organizational brands you know The Caregiver The Everyperson The Innocent Taking care of others Democratizing the skies Delivering happiness
17 Personal brands you know The Explorer The Sage The Revolutionary Getting there first Offering accessible wisdom Thinking differently
18 Coaches you know The Creator The Ruler The Lover Always generating ideas Orchestrating progress Appreciating individual gifts and talents
19 Creating a story-based brand Build a brand platform Cast yourself in a resonant role/storyline Shape it with an identity/purpose/promise platform Tell your story in all your communications Key messages, themes, personality, look/feel Elevator speech, bios, web, social media, collateral Deliver an experience that supports your story OPTIONAL: Align with niche, subject, signature tool/method, cause, idea
20 Building your brand platform Who? Why? What? Identity = story/best self Inspiration = purpose Impact = promise Your character & values Your capacities & strengths Your reason for being Fuel for your energy & motivation Outcomes you ll deliver Happy ending that will energize & motivate others
21 The inspiration Developed by Dr. Carol S. Pearson: Archetypal scholar/researcher, best-selling author; Director, UMd James McGregor Burns Academy of Leadership; President, Pacifica Graduate Institute Combines Carl Jung s work with Maslow s motivational theory Personal Growth Brands Organizations
22 The foundational system Human need (emotional, values-based) Task orientation (rational, strengths-based) Stability/safety Systems/structures (making things work) Mastery/self esteem Production (getting results) Belonging/relating People/community (working with others) Freedom/self actualization Learning/adaptation (growing) Storyline (dynamic combination) Imagining (Creator) Developing (Caregiver) Strategizing (Ruler) Performing (Hero) Reforming (Revolutionary) Transforming (Magician) Playing (Jester) Empathizing (Everyperson) Appreciating (Lover) Believing (Innocent) Seeking (Explorer) Thinking (Sage)
23 Making things work (stability) Creator Caregiver Ruler AKA: Innovator, Maker, Designer Identity: Imagination Style: Inventing Values: Invention, ideation, authenticity, expression Strengths: Generating ideas Improving/redesigning Shaping vision into form AKA: Advocate, Altruist, Service Provider Identity: Support Style: Developing Values: Compassion, kindness, generosity, dedication Strengths: Responding to need Offering caring help Encouraging potential AKA: Conductor, Broker, Role Model Identity: Stewardship Style: Strategizing Values: Effectiveness, progress, savvy, responsibility Strengths: Claiming power Creating order Building accountability
24 Getting results (mastery) Hero Revolutionary Magician AKA: Competitor, Crusader, Team Player Identity: Achievement Style: Performing Values: Discipline, determination, energy, action Strengths: Rising to challenges Fighting for principles Accomplishing goals AKA: Troubleshooter, Game Changer, Populist Identity: Radical thinking Style: Reforming Values: Activism, non-conformity, risk, re-engineering Strengths: Challenging status quo Letting go Thinking outside the box AKA: Change Agent, Alchemist, Healer Identity: Vision Style: Transforming Values: Inspiration, intention, intuition, synchronicity Strengths: Seeing possibilities Realizing future dreams Effecting change
25 BONUS: A coaching framework Step one: Assess Qualitative: Inquiry/sorting Quantitative: Professional Strengths, Values & Story Survey (SVSS) Free version: Step two: Activate Debrief, explore & apply: Leadership/career coaching Team building Organizational culture building Motivating & working w/others Strategic/performance planning Change management Communication/voice/presence Vision/mission/values
26 Working with others (belonging) Jester Everyperson Lover AKA: Truthteller, Humorist, Zen Master Identity: Joyfulness Style: Playing Values: Wit, presence, fun, resourcefulness Strengths: Lightening things up Finding clever solutions Being in the moment AKA: Realist, Loyalist, Egalitarian Identity: Interdependence Style: Empathizing Values: Unity, camaraderie, fairness, resilience Strengths: Walking in others shoes Fighting injustice Banding together AKA: Partner, Harmonizer, Bon Vivant Identity: Connection Style: Appreciating Values: Commitment, passion, emotions, enthusiasm Strengths: Building relationships Following bliss Seeing what s special
27 Learning/adapting (growth) Innocent Explorer Sage AKA: Optimist, Cheerleader, Utopian Identity: Idealism Style: Believing Values: Positivity, hope, renewal, simplicity Strengths: Keeping the faith Knowing/living values Finding real happiness AKA: Navigator, Pioneer, Adventurer Identity: Discovery Style: Seeking Values: Freedom, individuality, growth, integrity Strengths: Seeing new perspectives Forging a unique path Guiding in rough terrain AKA: Mentor, Investigator, Philosopher Identity: Insight Style: Thinking Values: Knowledge, curiosity, clarity, reflection Strengths: Analyzing/synthesizing Sorting truth from illusion Teaching/sharing wisdom
28 Sample brand platforms Identity = Story/best self Inspiration = Purpose Impact = Promise Creator Help others understand and express who they really are Lover Stir passion and aliveness in every human soul Magician Awaken others to their authentically-driven internal power Explorer Blaze new trails and share the fascinating discoveries Give voice to what s best, most distinctive and appealing about you Ignite passionate commitment inside & outside organizational walls Transform internal drive and energy into external success and contribution Stay on the leading edge in any marketplace
29 BONUS: What s narrative intelligence? Ability to read motivational patterns in yourself and others so that you can: Make & convey meaning Establish context & discern significance Build scenarios & predict outcomes Appreciate divergent views Shape a more naturally inspiring, influential voice Tap into what s really going in within and around you for more effective interactions, management & leadership
30 The privilege of a lifetime is being who you are. -Joseph Campbell
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Dear Friends and Colleagues, I wanted to share my exciting news with you I ve recently been awarded the Industry Partner of the Year Award from ASAE, the association for association executives (read press
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