Your Professional Legacy
What do you want to be known for?
Mike Duff
Penske Truck Leasing CO., L.P.
Rachel Krol
Doug Raymond
Drinker Biddle & Reath LLP
DELVACCA Business Skills Institute
September 18, 2013
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What do you stand for?
What is your current professional brand?
How is it being communicated to others?
What do you want to do differently?
Purpose Starts With Your Values
 Know what your values are.
 Values are the anchors we use to make decisions so we
can weather a storm.
 Values keep us aligned with our authentic self. They keep
us true to ourselves and the future we want to experience.
 The more ambiguous the future, the clearer one’s values
need to be.
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Part 1: What do you stand for?
 What values do you base your “Personal
Brand” on?
- Think about some words that best describe you
as a person, a lawyer and as an employee
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Handout:
- Step 1: Pick 10 traits that best
describe you.
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Part 2: Legacy
 If I asked your clients, boss, peers, direct reports, would
they come up with the same list?
- If they did match, what would that mean?
 Pick a key relationship, a peer relationship
- Do the values sort for them
- Put the list beside your list – converge? Diverge?
- Do you approach that relationship from your value set or theirs?
- A compelling component of strong relationships is to approach from
their value set
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Part 3: Your Professional Brand
What do you
want to be known for?
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Personal Branding and Legacy….
Is not about...
 Being someone you aren’t
 Charisma
 Popularity
Is about…
 Differentiation
 Consistency
 Clarity
 Authenticity
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Whatdoyouassociatewiththesebrandimages?
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Building and Communicating your BRAND
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Building Your Personal Brand and Legacy
Step 1: What results do you want to achieve in
the next year
Step 2: What traits and accomplishments do
you wish to be known for professionally
Step 3: Define your brand identity
Step 4: Construct your brand philosophy
statement
Step 5: Make your identity real
Adapted from Five Steps to Building Your Personal Leadership Brand. Dave
Ulrich and Norm Smallwood, Harvard Business Review
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Step 1. The Results you Want to Achieve
WHAT
In the next twelve months…
What am I and my team accountable for?
What are the major results I want to deliver?
FOR WHOM?
- Clients…
- Your Team…
- Colleagues…
- Your Boss…
- The Organization …
Adapted from Five Steps to Building Your Personal Leadership Brand. Dave
Ulrich and Norm Smallwood, Harvard Business Review
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Step 2. What do you wish to be known for?
What 6 descriptors best capture what you want to be known for?
Accepting
Analytical
Bright
Committed
Conscientious
Dedicated
Driven
Even-tempered
Fun-loving
Humble
Intelligent
Logical
Outgoing
Personal
Prepared
Respectful
Self-confident
Straightforward
Trustworthy
Accountable
Approachable
Calm
Compassionate
Considerate
Deliberate
Easygoing
Fast
Good listener
Independent
Intimate
Loving
Passionate
Playful
Proactive
Responsible
Selfless
Thorough
Unyielding
Action-oriented
Assertive
Caring
Competent
Consistent
Dependable
Efficient
Flexible
Happy
Innovative
Inventive
Loyal
Patient
Pleasant
Productive
Responsive
Sensitive
Thoughtful
Values-driven
Adaptable
Attentive
Charismatic
Concerned
Creative
Determined
Emotional
Focused
Helpful
Insightful
Kind
Nurturing
Peaceful
Polite
Quality-oriented
Results-oriented
Service-oriented
Tireless
Agile
Benevolent
Clever
Confident
Curious
Diplomatic
Energetic
Forgiving
Honest
Inspired
Knowledgeable
Optimistic
Pensive
Positive
Reality-based
Satisfied
Sincere
Tolerant
Agreeable
Bold
Collaborative
Confrontative
Decisive
Disciplined
Enthusiastic
Friendly
Hopeful
Integrative
Lively
Organized
Persistent
Pragmatic
Religious
Savvy
Sociable
Trusting
Adapted from Five Steps to Building Your Personal Leadership Brand. Dave
Ulrich and Norm Smallwood, Harvard Business Review
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Step 3: Define Your Identity
Combine the six words you selected into three twoword phrases that reflect your desired identity.
Tirelessly
Curious
Adapted from Five Steps to Building Your Personal Leadership Brand. Dave
Ulrich and Norm Smallwood, Harvard Business Review
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Create Your Brand Philosophy Statement
Construct , Test and Adjust
I want to be known for being
___ (what you selected in steps 2 and 3) __
so that I can deliver
_____ (results you identified in step 1) ____
I want to be known for being
interested, creative and collaborative
so that I can deliver
An innovative template for Real Estate leases for my leasing team.
Adapted from Five Steps to Building Your Personal Leadership Brand. Dave
Ulrich and Norm Smallwood, Harvard Business Review
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Key Takeaways
 Your brand is something you can influence
 Think carefully about what you want to project
 Be authentic – true to your core self and values
 Make sure that your words and actions are
congruent with your statement
 Adjust your perspective as needed, based on
situation and/or feedback
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Making This Real
 With actions and words, at Multiple Levels
 How will you communicate and live your
difference?
- Verbally….
- Non-Verbally…
Adapted from Five Steps to Building Your Personal Leadership Brand. Dave Ulrich
and Norm Smallwood, Harvard Business Review
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