Brand Culture Development · 7/14/2017 3 Zappos Family Core Values As we grow as a company, it has...
Transcript of Brand Culture Development · 7/14/2017 3 Zappos Family Core Values As we grow as a company, it has...
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Brand CultureDevelopment
Develop Your Legal Practice With Ease
Katy Goshtasbi, JD, Puris Personal Branding Sollutionswww.purispersonalbranding.com
© 2017 Katayoun Goshtasbi
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Katy Goshtasbi, JD, CEO/Founder,Puris Personal Brand Solutions, San Diego, CA
Katy Goshtasbi is a former securities lawyer where she practiced for fourteen years at the SEC, in a law firm, as a federal lobbyist and in-house. For a decade now, she has run a global brand development company collaborating with lawyers to develop brands that attract clients and attention. She has authored, “Personal Branding In One-Hour For Lawyers” (ABA Publications, 2013) and will Chair the ABA Law Practice Division in 2018-2019.
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Katy Goshtasbi, JD
Syncing Your Individual Brand
With the Firm Brand
© 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding
ValuesImportant and lasting beliefs or ideals
shared by the members of a culture about what is good or bad and desirable or undesirable. Values have major influence on a person's behavior and attitude and serve as broad
guidelines in all situationshttp://www.businessdictionary.com/definition/values.html
© 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding
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Zappos Family Core Values
As we grow as a company, it has become more and more important to explicitly define the core values from which we develop our culture, our brand, and our
business strategies. These are the ten core values that we live by:
Deliver WOW Through Service
Embrace and Drive Change
Create Fun and A Little Weirdness
Be Adventurous, Creative, and Open-Minded
Pursue Growth and Learning
Build Open and Honest Relationships With Communication
Build a Positive Team and Family Spirit
Do More With Less
Be Passionate and Determined
Be Humble
© 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding
Reduce Stress
Identify Your Natural Talent
Let You Shine and Self-Promote Well.
© 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding
3 Benefits To Personal Branding
Your Brand
Visual
ERF Written
Verbal
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Who are
YOU?
“It really helped me revisit who I am at the core and some of the events that have shaped me. After being beaten up throughout life we
sometimes forget who we REALLY are. Who we are and why. We start believing we are somebody else because of a lot of
external factors. So, I had a range of emotions writing this very brief look at only a couple of periods of my life. Core themes come out. But
I learned … of who I am and why I will succeed going forward. It fired me up and stirred up some emotion.”
A. K. San Diego, CA
INTEGRITY
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BIG QUESTION
What Makes You Unique & Different?
BIG GOAL
Positive Client Experience and
Success/Happiness
?
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LEADERSHIP VS
MANAGEMENT
Mentorship
vs
Support
© 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding
“Own It, Sell It”
Self-Awareness
Self-Confidence
© 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding
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STRESS
© 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding
What’s A Brand?!!
-Intangible collection of perceptions in the consumer’s mind about a product or service;
-A promise to consumers that sets their expectations of you and your business
© 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding
Elements of A Brand
1. Tangible
2. Intangible
© 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding
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PERSONAL BRANDING
Process of unearthing YOUR most unique and relevant attributes and
Learning to communicate them consistently to your clients and prospects (audience)
and
How the audience views them
© 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding
Your Brand
Visual
ERF Written
Verbal
EMOTIONAL RESONANCE
FACTOR ®(ERF)
© 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding
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-Carl W. Buechner
EMOTIONAL“mental state arising spontaneously, rather
than through conscious effort, and accompanied by physiological change: a
feeling”
www.freedictionary.com
© 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding
Subconscious and Physical
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HAPPINESS!
“We don’t make movies to make money, we make money to make movies”
- Walt Disney
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RESONANCE
“relate in a harmonious way”
www.freedictionary.com
RESONANCE
“relate”To show or make a connection between (two
or more things) : to understand and like orhave sympathy for someone or something
Miriam-Webster Dictionary
RESONANCE
Reality Beliefs Thoughts
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RESONANCE
Are you approachable?
RESONANCE
Approachability
Visually?© 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding
FACTOR
“a circumstance, fact, or influence that contributes to a result or outcome”
Miriam-Webster Dictionary
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Implementation
Syncing Your Brand With Your
Firm/Corporate Brand
What’s Your Game Plan Going Forward?
◦ What’s A Personal Brand?◦ Why Do I Need One?◦ What Do I Want To Be Known For In 2017?
Why?◦ Have An Intentional Branding Plan- not doing
more, but “being” aware
◦ © 2017 Katayoun Goshtasbi www.purispersonalbranding.com @purisbranding facebook.com/PurisPersonalBranding
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Personal Branding Books!
Katy Goshtasbi, JDwww.purispersonalbranding.com
http://www.facebook.com/Purispersonalbrandinghttp://twitter.com/Purisbranding
www.linkedin.com/in/katygoshtasbi
Upcoming Career Advice Series Webinars
◦ Friday, September 8, 2017, 1-2pm ET, Choosing a Destination: Proactively Managing Your Career as a Midlevel Associate
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Upcoming Career Choice Series Webinars
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◦ Friday, August 25, 2017, 1-1:30pm ET, Lawyer Professional Responsibility and Loss Prevention
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• Liz Stone, The Dubin Group, San Francisco
• Bob Young, English, Lucas Priest and Owsley, LLP,
Bowling Green