Your brand is a summary of every customer’s experience with you and his or her emotional reaction to that experience. If you don't have a clear idea of your brand and the value it offers, you run the real risk that other people will shape your brand into something you don't want to be. Take the time to Build Brand [You].

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Copyright 2013-C2 Communications, LLC
.
Be relevant.
Or, be replaceable
Standout from the
rest of the crowd with
by building the
right personal brand.
Be [You]
[Cyndee Woolley, APR]
(239)571-3174 | cyndee@c2-com.com
Linkedin.com/in/cyndeewoolley
@cmwooll | #CyndeeIsAwesome
www.BuildingBrandYouBook.com

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Copyright 2013-C2 Communications, LLC
Your brand is a reflection of every experience a
person expects of you, through all senses.
You are Brand [You]
Building your personal brand is about living as the person that you want to be and
expressing that [YOU] authentically, intentionally, consistently and confidently –
through every way possible.
It isn't about living up to someone else's expectations of you or about setting safety nets
for what you “might” want to have someday. It is about setting the direction in your own
life so that you can confidently look at yourself in the mirror each morning, knowing
people are seeing you for exactly who you choose to be.
Express your brand clearly & confidently
Crafting Key Messages
1) You are an influencer or [You]topia
2) Establish Credibility with your top five accomplishments
3) Relevance and "What is in it for me" (WiiFM) through your Benefits Statements
4) Your Brand Value
5) What action would you like people to take?
You are an influencer or [You]topia
[You]topia is a clear vision of your ideal future. Simply knowing where you want to be
in your life allows you to take a first step in establishing your influence. People will either
jump on board or get out of your way.
Write your [You]topia below:
________________________________________________________________

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Copyright 2013-C2 Communications, LLC
Establish Credibility with your Top Five Accomplishments
Chances are, you've met that idealist who has plans to save the world, but can't seem
to find his elbow to save his life. Unfortunately, these crack-pots mess it up for the rest
of us with credible dreams and goals. Use your accomplishments to establish your
credibility.
Write a summary statement of your top five accomplishments below:
________________________________________________________________
Relevance and "What is in it for me" (WiiFM) through your Benefits Statements
The third key message you should prepare is crafted around the most important person
in the world -- ME! Translate your goal and accomplishments into a message that helps
others understand why it is important for “me” to know.
Write your summary benefits statement below:
________________________________________________________________
Your Brand Value Statement
Often the “value” discussion for consultants centers around what is the right rate to
charge clients. Value is rarely about money. Think about what value you bring to a
relationship in terms of being a resource that saves time, money, and frustration.
Write your Brand Value Statement below:
________________________________________________________________
What action would you like people to take?
This is perhaps the most often overlooked key message in professional development.
What action would you like people to take when they meet you? Should they sign up for
your blog or email? Should they hire you as a consultant? Perhaps they should pledge
support to a cause you advocate?
Many professionals fail to close the deal because they fail to ask for the close. The time
to direct someone to take action is precisely when you have that person’s attention.
Write your action step below:
________________________________________________________________

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Copyright 2013-C2 Communications, LLC
Get honest & actionable feedback
Listen & Take Action
Pick three to five of your best friends, customers, or colleagues and invite them out to
lunch. Then ask them:
 What kind of image do I project?
o Tell me more…
 What do you think I do best?
o Tell me more...
 Who do you think my best customer is?
o Tell me more...
 Is there anything that you think I need to work on?
o Tell me more...
Is this the [You] that you want to be?
________________________________________________________________
What is one positive characteristic they would describe that you want to maintain /
enhance?
________________________________________________________________
What is one negative characteristic they might describe that you need to work on?
________________________________________________________________
Processing Issues with your Brain Trust
Processing issues or opportunities can be distilled into a lunchtime conversation or less
if you take the time to organize your thoughts. Cut through the clutter and prepare for
action after you make a decision.
1) What is the core problem or opportunity and why is this important to you?
2) What are the contributing factors in terms of budget, job structure, time,
resources?
3) What are three options you could take?
a. Do nothing and let the problem/opportunity resolve itself
b. Do something to mitigate the problem/capitalize on the opportunity with
minimal resources
c. Commit yourself and all available resources to this
4) What are the most significant risks/rewards?
5) What is your next follow-up action step?

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[Feedback]
Strongly
Agree Neutral
Strongly
Disagree
Overall this presentation met my
expectations and provided me with
information I can use today:
1 2 3 4 5
Overall I would recommend this
speaker to a colleague:
1 2 3 4 5
The speaker's presentation skills were
engaging:
1 2 3 4 5
The speaker had relevant knowledge
and expertise:
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The speaker came prepared for the
presentation:
1 2 3 4 5
Tell me more...
________________________________________________________________
________________________________________________________________
Name:
Company:
Address:
Phone:
Email:
__ Please include me in email updates about Building Brand [You].
__ Please contact me regarding a training / consulting opportunity.
Return during presentation or via mail:
Cyndee Woolley, C2 Communications, 361 14th Street NE, Naples, FL 34120