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Carol Cox:
What do you need for a transformational
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personal brand?
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That's what we're talking about on today's
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episode of the Speaking Your Brand podcast.
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More and more women are making an impact by
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starting businesses, running for office and
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speaking up for what matters.
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With my background as a TV political
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analyst, entrepreneur, and speaker, I
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interview and coach purpose driven women to
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shape their brands, grow their companies,
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and become recognized as influencers in
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their field. This is speaking your brand,
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your place to learn how to persuasively
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communicate your message to your audience.
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Hi there and welcome to the Speaking Your
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Brand podcast. I'm your host, Carol Cox.
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Today we're diving into what makes a
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transformational personal brand and the
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three key elements that go into it.
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First, if you haven't yet listened to last
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week's episode, I talked with Ashley Harvey
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all about your brand voice, especially when
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it comes to your writing.
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So it's social media, email newsletters,
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your website, sales copy and so on.
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Definitely go back and listen to that
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episode after you listen to that one, if you
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haven't already.
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Now, if you think about your personal brand,
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it's not the same as your company brand.
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Now. They could be very much intertwined and
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align with each other. Like my personal
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brand is very much intertwined with speaking
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your brand, because speaking your brand is a
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very small business, and because I am the
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face and voice of the company.
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But your personal brand is not quite the same
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thing as your company brand because your
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company brand could change.
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For example, I've had different iterations
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of my career over the past 20 years.
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I had two different technology businesses
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and then started speaking your brand about
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nine years ago, and I'll talk a little bit
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more about that in just a moment.
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So your personal brand will evolve as you
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evolve and even as your career or your
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businesses change.
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So your personal brand, you can think about
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it as the collection of experiences,
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knowledge, expertise, values, points of
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view, your personality, all of that, that
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make up who you are and how you deliver your
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work or your message.
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It's also about how you show up because
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everywhere that your personal brand can be
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seen, heard, experienced and talked about is
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you showing up whether you're there or not,
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because you want people to be talking about
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you even when you're not in the room, even
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when you're not around, you want them to
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mention you and also to refer you, whether
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it's for prospective clients or for speaking
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opportunities. I intentionally included the
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word transformational in front of personal
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brand, because I really feel like the work
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that you do when you think about who you
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want to work with, the message you want to
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share, how you are the messenger for your
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audience, you're really transforming
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yourself as much as you're transforming the
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audiences that are hearing you or reading
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your content. If you think about what a
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transformation is, it's learning more about
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yourself and then making a change, or
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learning more about an industry or a
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community or society as a whole, and wanting
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to have a positive impact to make some type
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of change. So you're doing that yourself,
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and you're also helping your audience do
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that. So you're advancing the mission that
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you have along with growing your business or
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advancing in your career.
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I mentioned that before I started speaking
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your brand as a company in 2015.
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I had had technology businesses, so in the
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early 2000, during the.com boom, I got into
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software development and built large
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technology systems for fortune 500
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companies. That was one aspect of our
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technology business.
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I also had another aspect where we built
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software for political organizations and
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candidates. So voter files, fundraising,
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volunteer management websites and so on.
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I've had some recent experiences just in the
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past couple of weeks that have reminded me
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how powerful a really clear and consistent
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personal brand can be.
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So I mentioned that there's three key
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elements that I wanted to share with you for
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what makes up a transformational personal
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brand. So this is what I have come up with.
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The first key element is that you want your
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personal brand to be remembered.
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Again, you want people to talk about you, to
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refer you, to mention you when something
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comes up that's related to what you do,
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that's related to either what you do in your
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business or your career, or that's related
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to the overall mission that you have or
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those values that you share.
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So I want you to think about right now, who
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is someone's personal brand that is
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memorable to you, that you really like or
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that you follow? And why is it?
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What is it about them?
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What is it about the kind of content that
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they create or their personality, or how
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they show up that makes them memorable and
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makes them even aspirational to you?
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A couple of weeks ago, I attended a
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political fundraiser that was held on behalf
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of four women who are running for office in
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the Central Florida area where I live.
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I'm always a big advocate of donating to
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women who are running for office, because
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women tend not to get as many donations as
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men running for office, and they tend also
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not to get institutional support.
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I always say, if you find find women in your
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local area to support whether they're
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running for Congress or school board or
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county commission and so on, and help them
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out, whether it's a donation of $50 or $100
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or more, it really does help.
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I was at this.
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I was at this fundraiser, and I was talking
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to some of the candidates and some of the
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other people who were there, and one of the
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candidates went over and introduced me to
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two men who were standing on the side.
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And so I had my name tag on, and I introduced
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myself, and one of the guys said, oh, Carol
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Cox, I know you.
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You did our website for when I was the
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chairperson of one of the Democratic parties
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in a neighboring county.
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And I was like, wow.
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And he said his name. And as soon as he said
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his name, I recognized his name.
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I just didn't recognize him because this was
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probably 14 years ago, maybe 12 years ago,
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that I had last had an interaction with him
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when he was a client of that prior business
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that I have. And the reason he remembered me
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is not just because my company had built the
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website for the county party that he was
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running at the time, because I was such a
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fierce advocate not only to support the
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candidates who were running for office, but
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to make sure that they had the technology
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and the tools to make them competitive.
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The second key element to think about for
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your transformational personal brand is to
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stay relevant.
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As trends change, you want to make sure that
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whatever you're talking about, whatever your
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personal brand represents and stands for,
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whatever your mission is, is also reflecting
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these trends.
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Because I have this background in
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technology, and also because I want to make
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sure that we have more women of influence
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and leadership in tech and business,
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politics and so on.
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When ChatGPT came out two years ago now, I
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was all over it. I want to make sure that
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women are at the decision making table and
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in leadership positions.
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When we think about how AI is going to
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affect all of us, from our work to our
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education and so on.
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So that is a trend I that I am infusing not
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only into the work we do at speaking your
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brand, but also into my personal brand.
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It could be AI for you, it could be other
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trends that are going on, such as
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sustainability and environmentalism related
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to climate change.
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It could be about workplace culture and say
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multiple generations that are in the
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workplace now could be about wellbeing.
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So there are trends that kind of ebb and
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flow. For example, obviously when the
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pandemic happened, it was very much about
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remote work and then it became about hybrid
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work. So you want to make sure that whatever
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you're talking about, not just in your
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business, but also your personal brand, so
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you're speaking engagements and so on are
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relevant. Connect to trends, connect to
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things that people are interested in.
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Recently, I was asked to be on a panel on
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AI, and the reason is because the person who
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had asked me to be on a panel saw me do a
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virtual presentation, an online presentation
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on AI. So this is another tip is to make
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sure to say yes and to show up whether it's
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for virtual engagements or in-person
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engagements. The more that you say yes and
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show up, the more and more people will see
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what you're doing, and then you'll get asked
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for other speaking opportunities, other
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panels, media opportunities, and so on.
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So I went to the event where I was going to
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be on this panel, and I saw there someone
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who I have known for the past 20 years, but
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I haven't seen in person, or maybe at least
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ten years ago.
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Back 20 years ago, he owned a video
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production company, and I was one of his
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first clients for some videos and
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commercials that we made at the time.
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And so not only did he remember me, and I
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remember him because he also has a personal
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brand that's very memorable as well, but he
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is staying relevant with I, which is why he
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was asked to serve on this panel.
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And I also am staying relevant with AI,
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which is why I was being asked to serve on
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this panel. So that's the second key element
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is make sure that your personal brand is
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relevant. The third key element for your
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transformational personal brand is
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relational. Make sure that you're building
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your network, not just online.
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I know it's easy to just be on LinkedIn and
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just to post things and connect with people,
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but really build your network offline as
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well. Show up at meetings, at groups.
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Go to conferences, whether the local
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conferences or industry conferences.
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The more that you show up, the more that
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you're building your network.
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You're building those relationships.
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Relationships that I've had now for 20
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years, as long as I've been in this
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community here. And I see now people that
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I've known for so long and they remember me
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because of this strong personal brand that I
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have, because my mission has always been so
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clear and because I've always shown up so
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consistently. For example, on election
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night, which is just a day after this
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episode airs, I will be back on the TV news
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commenting on the election.
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This will be the fifth presidential election
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that I've done this for, starting in 2008,
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all the way through now into 2024.
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And the reason that I'm invited back on the
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TV news is because of the relationships that
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I built, relationships that I built with the
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news directors and the reporters at
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different stations, but also with my fellow
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political commentators who also recommend
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me, and I recommend them as well.
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So the three key elements for your
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transformational personal brand is that you
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want to be remembered, relevant and
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relational. Okay.
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So now I'm going to give you some very
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tactical, practical things that you do.
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I've created a free workbook that goes along
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with this episode with some of the things
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that I'm about to share with you now, so
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that you can actually work on them, and you
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can get that free workbook at speaking your
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brand.com/personal brand.
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So altogether speaking your
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brand.com/personal brand, the link is also
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in the show notes. So here's how to actually
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think about doing this to make sure that
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your personal brand is remembered, relevant
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and relational.
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The first thing is that you want to map out
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the spokes of your personal brand.
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You are a multi-dimensional.
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I'm sure you have different interests.
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Maybe you've had very different things that
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you've done in your career like I have, and
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your personal brand is not just about your
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expertise or about what you do in your
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business or your career.
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It's also about the things that interest
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you, the conversations that you want to be a
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part of. For example, the spokes of my
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personal brand include things like speaking
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and marketing. They also include history,
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feminism, politics and tech and AI.
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So at first glance, you may think, okay,
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well, I kind of get how marketing speaking
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going together and I get how history and
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feminism go together.
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But what about politics?
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That seems like an outlier in tech, and I
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definitely seems like an outlier.
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But this is what makes me multi-dimensional.
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This is what makes me interesting, and this
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is also what keeps me relevant.
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So how I connect these different spokes.
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The connecting thread that I find is that
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I'm always looking for the women in the
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stories or their absence.
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This is why I studied history, because I
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wanted to find out what women were doing,
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whether it was in 1850 or 1900 or 1940.
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I wanted to know what were they doing and
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why weren't they in my history books?
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I also want to make sure that women have a
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voice in decision making, in leadership, in
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all of these different areas, and that I
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also recognize the importance of
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communication and advocacy in advancing
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gender equality. I'm a big believer that
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more women who have a public voice, who are
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speaking on stages and in the media, that
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that is a way to advance gender equality.
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So you can see now then, how all of those
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different spokes connect much more.
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Again, you can get the worksheets that I'm
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talking about here in that free workbook as
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speaking your Brand.com slash personal
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brand. So that's the first thing is to
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define the spokes of your personal brand.
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The second thing is to lead with your
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mission and values, and you want to define
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what your brand voice is, because your brand
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voice is not just your tone and your
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personality. It is that.
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But it's more than that.
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It's also your mission, your expertise, your
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methodology, and your experiences.
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And I have this brand voice canvas framework
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that I created last year.
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And in that workbook you can fill that out.
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So for example, under the Brand Voice
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canvas, for me under mission I have my
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mission is to amplify and champions women's
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voices and stories to have more women
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influence in key positions in different
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industries. My expertise is public speaking,
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thought leadership, personal branding, my
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methodology. I have these different
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frameworks that I've created, whether it's
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the brand voice, canvas, signature Talk
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canvas, Escaping the Expert Trap, and so on.
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And then experiences are the stories that I
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share. So I share about speaking successes
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and failures. The three stages women go
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through when we use our voice, and so on.
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So you can fill out the brand voice canvas
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and see my example.
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The third thing is to think about what your
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brand story is.
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So what is it that you stand for?
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What is your unique viewpoint and
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perspective for your industry or for the
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work that you do?
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What do you do or believe that's different
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or challenges the status quo?
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And what are those hard won lessons that
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you've learned that you can share with
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others? These questions are in that workbook
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as speaking your brand.com slash personal
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brand. So I want you to think about how do
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you want your personal brand to be
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remembered, relevant and relational.
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And this work can be hard to do on your own
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because you're so close to your own content
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and to yourself because you're in your own
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head. And also I often see is that we second
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guess ourselves. We want to put something
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out that's bold or maybe counterintuitive or
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challenges the status quo, but then we back
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down. Plus, it's really helpful to have
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others to be a mirror and a sounding board,
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and to have a coach to ask you the right
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questions and to help you to see the bigger
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picture and the connecting threads.
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We do this in our online program called the
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Thought Leader Academy.
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We work with you both one on one and in a
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small group on zoom, because this is online
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on zoom. You can join us at any time.
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You can get all of those details as speaking
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your Brand.com slash academy.
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And we have something very special coming up
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in the summer of 2025, we're hosting a four
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day in-person retreat in London, England,
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that is designed to help you develop a brand
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that's authentically you powerful, magnetic
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and transformational.
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You're going to have workshops and
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activities. You're going to have one on one
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coaching with us, feedback, practice
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sessions. We're going to help you to really
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develop your brand, your personal brand, but
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also intertwine with your company brand if
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you do have your own business.
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All around our bold framework and you're
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going to leave not only with your brand and
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your brand voice defined, but also creating
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brand assets that set you apart and draw in
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those opportunities that you're looking for.
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And of course, we're in London, so we're not
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just going to stay inside and do workshops.
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We're going to go see a play at
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Shakespeare's Globe, we're going to do a
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women's history walking tour and so much
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more. The retreat is limited to 12 women, so
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it's nice and intimate.
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You're going to have an incredible time not
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only working with me, with Diane and with
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Ashley Harvey, who was on the podcast last
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week. So go back and listen to that.
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But also meeting incredible women leaders
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just like you, who want to elevate their
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impact. The dates of this four day retreat
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are June 20th 9th to July 2nd, 2025.
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You can get all the details as speaking your
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Brand.com slash London again that's speaking
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your brand.com/london.
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You can fill out the application and then
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schedule. We're going to schedule a zoom
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call so we can talk.
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I can find out more about your goals and
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answer all the questions that you have.
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I want you to have a transformational
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personal brand, because I know that there
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are incredible things you want to do in the
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world, and having a brand that's remembered,
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relevant and relational is a way that that's
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going to happen. Until next time, thanks for
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listening.