The 16th Minute Workbook

The 16th Minute: Creating a Personal Brand Workbook
ASTD International Conference, Washington, DC. June 2009
The 16 th Minute
Creating a Personal Brand
TU 312
Tuesday, June 2nd , 2009
3:59pm-5:29pm
Launch a new personal
branding effort after Doug Caldwell
testing it with the "wisdom +1-214-641-4084
doug@dougcaldwell.net
of crowds" @Doug_Caldwell
 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 1
Everyone will be famous for

15 minutes. Andy Warhol
©Copy write 2009, All Rights Reserved. Caldwell Consulting FLP, www.dougcaldwell.net, 214-641-4084 1
Brands at Top of Mind

Name a
laundry
detergent
Name a
carbonated soft drink
beverage
• List personalities recognized by

one-name
Figure 1
Quick Test of your personal brand now
What is a Brand?
A brand is an unwritten contract of intrinsic value.

A brand is an expectation of performance.
A brand is a covenant of goodness with its users.
A brand is predictable.
A brand is an unwritten warrantee.
A brand is a mark of integrity.
A brand is presentation of credentials.
A brand is a mark of trust and reduced risk.
A brand is a reputation.
A brand is a collection of memories.
A brand can be – must be – more that the sum of all these parts.
What are you going to do about your brand
characteristics?
Put your action notes here.
Brands are a shorthand way of communicating critical

data to the market to influence decisions. Brands are accelerators of
credibility and, therefore, of relationships. Brands are most influential when
customers lack data to make informed product choices and/or when the
difference between competitors’ versions of the same product is small to
non-existent. Additionally, brands take on more significance when
consumers place great importance on the decision being made. We shop
and buy products just on the brand feeling.
In the world of work there are three elements that intersect for your
personal brand; passion, skills, and market needs. The intersection is the
‘sweet spot’.
Market Needs
What does the market [employer] value for your abilities, skills, knowledge,
achievements? The value is how much they will pay you to do what you
do. When you are needed and not too many others like you, value goes
up. But when we stopped using stagecoaches to travel, the market no
longer needed the drivers. Has your stagecoach been parked?
Skills
What do you do that is called a skill or it may be an ability to accomplish

something? We can have many and varied skills/abilities, but it relates to
what the market needs and how well you can perform the task.
Passion
Last mentioned is what is your passion for the brand [you]? The market
may value [pay] you for the skills you possess or willing to learn. But do
you care [have passion] for what you do?
‘Sweet Spot’
The intersection of these elements [figure 2] can be your ‘sweet spot’.

Lacking an element you are incomplete, one without a clear brand identify
and focus.
Where does your brand

intersect?
Market
Passion 2
Needs
4
1 3
Skills
Figure 2
There is also a life cycle of a brand as shown in figure 3. Our
challenge is to reach our brand peak sooner than later and stay there.
Obscurity exists at both ends of the curve.
Get Doug Caldwell!!!
Get Doug Caldwell if you can. Get someone close to Doug Caldwell
Get me a young Doug Caldwell.
Get me that guy Doug Caldwell.
Who’s Doug Caldwell?

Who’s Doug
Caldwell?

Figure 3
As we create/promote our personal brand, to continue being famous for

more than 15 minutes, you need to ask…
Who is Selling Your Brand?
So you’re in the business of widgets – just like everybody else. But

what makes you different in the marketplace in the eyes of current
and future customers?
The answer is your brand.
So what’s a brand? At one time a brand name was just intended to identify the goods or
services of one group of sellers and differentiate them from those of competitors. Now
we have these descriptions which you took a quiz earlier in the workbook.
• A brand is an unwritten contract of intrinsic value.

• A brand is an expectation of performance.
• A brand is a covenant of goodness with its users.
• A brand is predictable.
• A brand is an unwritten warrantee.
• A brand is a mark of integrity.
• A brand is presentation of credentials.
• A brand is a mark of trust and reduced risk.
• A brand is a reputation.
• A brand is a collection of memories.
• A brand can be – must be – more that the sum of all these parts.
Brands are a shorthand way of communicating critical data to the market to influence
decisions. Brands are most influential when customers lack data to
make informed product choices and/or when the difference between competitors’
versions of the same product is small to non-existent. Additionally, brands take on more
significance when consumers place great importance on the decision being made. We
shop and buy products just on the brand feeling.
Why should we be concerned about the value of your company’s brand [that’s you]?
In one picture: .
Does your brand deliver value to customers? Will they go out of their way to do business with
you? Your customers could and should be selling your brand.
Brand Activism
What kind of advocate is your current customers for your brand? One research firm
slots them into five “working” segments. All “advocate,” but at different levels with
different behaviors. All respond differently to marketing activities directed toward them.
And, all are very valuable to the future of your brand.
The five segments are:

1. Silent Loyalists. These people don’t volunteer information, but if asked, they will
talk about, encourage, or refer others to the brand. They often owe their
loyalty/advocacy as much to an individual in the distribution stream – i.e., sales
consultant, service advisor, or other “expert” – as to the brand itself.
2. Friends and Family. These people participate in a finite community of

friends and family members. They are the first source of referral for these groups on
“how to,” which generally means how to get the best deal, whom to see, who will
represent you, and so on.
3. Enthusiasts. These advocates look upon themselves as “authorities” within a given
category due to their interest, avocation, studies, and so forth. They meet and interact
with peers through affinity groups, clubs, associations, and the like, and have
considerable interaction with other users.
4. Early Adopters. These are the “Buzz-meisters.” They are confident and cool
enough to be on the edge, ahead of trends. They have a huge Internet usage and
influence. They are credible enough that others seek them out for advice.
5. Mercenaries. This group’s loyalty is related to their heavy usage and need for volume
discounts, convenience, and other rewards. They have very broad representation in the
population. They are the only segment that is really affected by traditional “relationship
marketing” activities.
Which advocates do you have and how loyal are they to your business’s brand?
Your Brand = Your Customer’s Experience
Customer loyalty is rooted in experiences – the experiences that each customer has
in learning about, acquiring, using and sharing your products and services with others.
Customer experience is the essence of any brand. There’s a lot more to branding than a
logo or a consistent graphical treatment. Your customer’s experience with your brand
includes how that customer feels when he or she is in your brand’s presence, whether
on the phone with you, in your physical storefront, on your Web site, reading an email
you sent, or using your product.
Today’s business leaders understand that a key to success is building and sustaining
a brand presence that delivers consistent value, resonates with the customer, makes
her want to come back for more, and prompts her to tell her friends and colleagues
about it. A satisfying customer experience is one of the most important elements in
building a loyal customer, a customer who is loath to change her habits. Yet customers
have become much more demanding. They now expect us to deliver a consistent
branded experience.
Customers want a high-quality, predictable experience combined with

high-value products and services. When we improve how the customer is treated we
can positively affect our customer relationships.
Building Trust with Your Brand
Customer relationships are built on trust. You build trust with your brand by paying
attention to the qualities that matter to customers, such as good value, reliable
fulfillment, and ease-of-decision-making. Our success is when we deliver these valued
conditions:
• Integrity. They set customer’s expectations and deliver on promises.

• Value. Customers believe they are receiving good value.
• Reliable fulfillment, delivery, and support. Customers can count on receiving the
products they’ve ordered in the promised time frame. Customers can count on proactive
and prompt service when and, as they need it.
These companies make:
• Efficient use of the customer’s time. Customers believe that the

company respects their precious time.
These companies offer:
• Ease of Interactions. Customers don’t need to make multiple phone calls and/or visits
to accomplish their desired outcomes.
• Ease of Doing Business. Customers can do business with the firm in the ways they
prefer, by visiting a physical outlet, going online, and/or picking up the phone. Are you an
E.T.D.B.W. company?1
• Ease of Decision-Making. They provide all the information and tools that customers need
to help them make quick, informed decisions about which products and services to
purchase or use.
1
Easy To Do Business With
On Your Mark…
So where do we start?
Begin by creating a strong brand identity, including a brand personality, a core driving
idea that customers relate to, differentiation from other brands, and innovation within the
brand. Understand your brand image.
• Identify and define your own company brand

• Develop ideas to strengthen the company’s brand image
And ask yourself who is doing the “selling” – you or the customer?
Bibliography
Dearlove, Des and Stuart Crainer. The Ultimate Book of Business Brands, Capstone
US, Dover, NH, 1999.
Reichheld, Frederick F. and Thomas Teal, The loyalty effect: the hidden force behind
growth, profits, and lasting value, Harvard Business School Press, 1996.
Seybold, Patricia B., The customer revolution: how to thrive when customers are in
control, Crown Business, New York, NY, 2001.
Schultz, Don E., Valuing a Brand's Advocates, Marketing Management, Winter 2000,
Vol. 9 Issue 4, p8, 2p
©Copy write 2009, All Rights Reserved. Caldwell Consulting FLP, www.dougcaldwell.net, 214-641-4084
10
What can I do to sell my personal brand?
You might be selling already. How many of the activities in figure
4 are you already engaged in? Some are more valued by the
decision makers. Their market gravity is stronger. The market
decides which is valued more.
One resource, social media, is a new 21st Century influence of
brand identity and recognition. The proper use of the Internet to
merge your personal/social/work/community interests and
ambitions can accelerate your personal brand growth. Beware;
being inconsistent between media [fun & games on Facebook vs.
business focus on LinkedIn] will tarnish your brand identity. You
strive for brand congruence, coming together of your brand.
11
Creating Marketing Gravity

Pro bono work Commercial
publishing
Products
Alliances Position papers
Teaching
Radio interviews
Print Your Services and
interviews
TV appearances
Relationships
Referrals
Print Social
Newsletters
Media Advertising
Third-party
endorsements
Passive listings
Speaking
Trade Networking
association Word of Electronic
leadership mouth newsletters
Figure 4
Here’s an exercise, make a PBS.

Personal Brand Statement (PBS)2
1. Hearing it makes people go "WOW!"
Providing good or excellent service is not enough these days. If you want to
create a livelihood from your business (i.e. it's not just a hobby), then you need to
stand out from the crowd. Clients are attracted to people who make them go
"WOW!"
2
http://topten.org/public/AF/AF74.html
12
2. One out breathe long.
You should be able to say your PBS in one out breath. This is like creating a
"sound bite" that people can easily remember. Test it: can the other person
repeat back to you what you said, verbatim?
3. Clearly state practical benefits. The practical benefit of what you are should be
clear or at least clearly implied.
4. Reflects your own personality.
Your Personal Brand Statement should be uniquely identifiable with you. If any
one of your peers can say the same statement in the same way as you, then you
need to inject more of you in it. Stay away from the generic "I help you increase
your profits." Your personality can be projected in how you phrase your
statement, in the words you use, your tone of voice, etc.
5. Projects confidence and energy. Your Personal Brand Statement should roll off
your tongue easily, without tripping. You must be able to project it.
6. Gives enough to cause them to ask for more. Your PBS is a "teaser" to start a
dialogue with your customer. You're not trying to sell them right then and there.
7. Real and grounded - fits with who you are.
Going beyond reflecting your personality, your PBS basically describes how you
express your personal mission in the physical world... your role in the world. Use
"I" phrasing instead of trying to create the impression that you're something
bigger or other than who you are. (This is a tendency especially with self-
employed people.)
8. Can be truncated into an even shorter form.
Your Personal Brand Statement should be able to be truncated into even shorter
forms that become slogans, brand names, product names or themes.
9. Changeable with time.
Your Personal Brand Statement evolves with time, reflecting what you are
passionate about in the moment. A PBS eventually becomes stale. As soon as
you get bored with it, simply change it!
10. Can be repeated well by others. The ultimate success of a Personal Brand Statement
is how well it creates "word of mouth."
13
My PBS is ________________________________.
Sidebar: Make your PBS an irresistible offer understood in a
‘blink’. These two books are useful to create a personal
brand.
Synopsis: Your customers are going to give

you three seconds to make the sale. Do you know what to say in those
three seconds? The Irresistible Offer: How to Sell Your Product or
Service in 3 Seconds or Less by Mark Joyner
Synopsis:“…discover what underlies our gut

decisions, exploring when we can (and should) trust them even whether we
can learn to make good ones.” Blink: The Power of Thinking without
Thinking by Malcolm Gladwell
14
And something else to read:

Boles, Richard, What Color is Your Parachute, Ten Speed Press, published
annually.
Crilley, Jeff, Free Publicity, Brown Books Publishing Group, Dallas, 2003.
Leider, Richard J. and David A. Shapiro, whistle while you work, Berrett-
Koehler, San Francisco, 2001.
McNally, David & Speak, Karl D., BE your own BRAND, Berrett-Koehler
Publishers, San Francisco, 2002
Peters, Tom, The Project50 (Reinventing Work), Alfred A. Knopf, 1999.
Roffer, Robin Fisher, Make a Name for Yourself, Broadway Books, New
York, 2000
Schultz, Don E., Valuing a Brand's Advocates, Marketing Management,

Winter 2000, Vol. 9 Issue 4, p8, 2p
Spillane, Mary, Branding Yourself: How to Look, Sound and Behave Your
Way to Success, Pan Books Limited, 2000.
Weiss, Alan, Organizational Consulting: How to Be an Effective Internal

Change Agent, Wiley & Sons, 2003.
Weiss, Alan,How to Establish a Unique Brand in the Consulting Profession,

Wiley & Sons, Oct 2001.
Weiss, Alan, Organizational Consulting, Wiley & Sons, 2003.
Weiss, Alan, Value-Based Fees: How to Charge and Get What You are
Worth, Wiley & Sons, 2008.
15
Keller, Ed. And Berry, John. The Influentials, The Free Press, 2003.
[Note: For jigsaw puzzles used in the 16th Minute presentation contact
www.compozapuzzle.com]
Putting it all together

• Identify your brand’s ‘sweet spot’
• Adapt to keep your personal brand at the peak
• Use various brand promotion resources
• Test your brand strength and identification
– S*M*A*R*T *= specific, measurable, achievable, realistic, timely
– Thirty Five @ http://www.scribd.com/doc/39344/Thirty-Five
– http://www.slideshare.net/caldwdo/the-16th-minute-creating-a-
personal-brand
16
Moving organizations from

conversations to action
• Doug Caldwell, Facilitator Extraordinaire

• Creator of O*M*G* Moments
• +1.214.641.4084
• Doug@dougcaldwell.net
*Oh My Gosh!
17

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The 16th Minute: Creating a Personal Brand Workbook

ASTD International Conference, Washington, DC. June 2009

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 1

Everyone will be famous for

Brands at Top of Mind

• List personalities recognized by

Quick Test of your personal brand now

A brand is an unwritten contract of intrinsic value.

Put your action notes here.

Brands are a shorthand way of communicating critical

What do you do that is called a skill or it may be an ability to accomplish

The intersection of these elements [figure 2] can be your ‘sweet spot’.

Where does your brand

Get Doug Caldwell!!!

Get me a young Doug Caldwell.

Get me that guy Doug Caldwell.

Who’s Doug Caldwell?

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 7

As we create/promote our personal brand, to continue being famous for

Who is Selling Your Brand?

So you’re in the business of widgets – just like everybody else. But

The answer is your brand.

• A brand is an unwritten contract of intrinsic value.

The five segments are:

2. Friends and Family. These people participate in a finite community of

Your Brand = Your Customer’s Experience

Customers want a high-quality, predictable experience combined with

Building Trust with Your Brand

• Integrity. They set customer’s expectations and deliver on promises.

These companies make:

• Efficient use of the customer’s time. Customers believe that the

These companies offer:

• Identify and define your own company brand

Creating Marketing Gravity

Alliances Position papers

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 8

Here’s an exercise, make a PBS.

1. Hearing it makes people go "WOW!"

4. Reflects your own personality.

7. Real and grounded - fits with who you are.

8. Can be truncated into an even shorter form.

9. Changeable with time.

Synopsis: Your customers are going to give

Synopsis:“…discover what underlies our gut

And something else to read:

Peters, Tom, The Project50 (Reinventing Work), Alfred A. Knopf, 1999.

Schultz, Don E., Valuing a Brand's Advocates, Marketing Management,

Weiss, Alan, Organizational Consulting: How to Be an Effective Internal

Weiss, Alan,How to Establish a Unique Brand in the Consulting Profession,

Weiss, Alan, Organizational Consulting, Wiley & Sons, 2003.

Putting it all together

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 10

Moving organizations from

• Doug Caldwell, Facilitator Extraordinaire

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