The Executive - November/December 2018 - 26

Google any one of the hundreds of celebrities, companies, and sports stars who have
bungled their brand by doing or saying a stupid or dangerous thing.
represented the organization in the
wrong way. They were the face of
the association and something went
sideways with their delivery, response
or attitude. The overall organizational
brand perception was sullied by the
poor personal brand performance of
someone. Bye bye.
Branding-wise with companies and
their team members, the whole should
be greater than the sum of its parts; In
other words, 1 + 1 = 3.
Seven Key Branding
Characteristics for You to Build On
In my work with people at all levels
of organizations, I've identified seven
key characteristics or attributes that
define a large part of an individual's
personal brand. How do you stack up
here?
Uniqueness: What sets you apart
from the crowd? What makes you
different from others, from your
competition?

MEET WHERE

Signature traits: What do you bring
to the table? What traits are you best
known for?
Image: What imagery do you create?
How do you look to others? It may
sound trite in talking about looks, but
think about it. People make branding
decisions all the time based on how
someone looks or carries themselves.
Do you walk or sulk? How do you dress?
How is your hygiene (halitosis is a bad
branding characteristic!)? How are
your body language and facial signals?
Reputation: It's what others think
of you, not what you think of you. You
have to earn your reputation in others'
eyes. Be careful of this one. Some
people have puffed-up self-images and
think more of themselves than others
actually do.
Principles: What do you stand
for? How do others perceive your
ethics, your sense of right from wrong?
What guiding principles drive your
decision-making?

AT M O S P H E R E A N D E X P E R T I S E

set your plans

e f f o r t l e s s ly i n m o t i o n .

GLIDE IN & SAY HELLO AT

There is a place where location, inspiration, and
flexibility all work together for meetings that
cruise from concept to completion. Let our
award winning group sales team pull for you.
KIMBERLY DUNNEGAN

NATIONAL ACCOUNT DIRECTOR, VISIT NEWPORT BEACH CREW
D 949.467.2744 E KIMBERLY@VISITNEWPORTBEACH.COM

Ca lSAE's T HE E XEC U T IV E - NO V E M B E R/ DE C E M BE R 2 0 1 8

935634_Visit.indd 1

Protect Your Brand-Fiercely!
I can't stress this strongly enough.
It may take years to build a brand (just
ask someone who has built their own
business), but it can be smashed into
pieces in one idiotic moment. Google
any one of the hundreds of celebrities,
companies, and sports stars who have
bungled their brand by doing or saying a
stupid or dangerous thing.
And, for crying out loud, BE
AUTHENTIC! Don't believe the old
proverb that "if you can fake it, you can make
it." That's not really a long-term, genuine
proposition, is it? If you were a great actor,
you'd be in Hollywood. Be yourself.
If you build, nourish and protect your
brand properly and carefully, who knows?
Just like Roy Hobbs, maybe someday
someone might say as you walk by them:
"There goes the best there ever was."
Gary R. Hernbroth is a nationally
recognized professional speaker, trainer
and performance coach who inspires his
audiences and clients to achieve greater
success by twisting the familiar and
challenging the status quo. A "serial coach,"
Gary founded Training for Winners after
18 years in the hospitality and meetings
business, where he developed valuable
business savvy and a wealth of experience in
many areas including sales, marketing and
operations leadership. Gary can be reached
via: www.linkedin.com/in/garyhernbroth;
www.trainingforwinners.com; gary@
trainingforwinners.com or 925-736-9392.

CalSAE SEASONAL SPECTACUL AR
BOOTH # 311

26

Attitude: Are you known as "Mr. or
Ms. Negative"? Are you candy corn supersweet all the time? Are you always overthe-top with even the simplest things? Are
you known as an optimist or a pessimist?
Are you cheerful and approachable, or
snarly and gruff?
Skill Set/Talents: This is the get real
characteristic. At some point, you have
to have the skill set and talents to pull off
whatever it is you are trying to do. You can
have the best attitude and intentions in the
world, but if you can't do the job correctly
because you don't have the skills, well, you
know how that will turn out. If you need to
add skills or learn new things to improve
your brand, don't wait for Christmas.

10/6/18 12:28 AM


http://www.visitnewportbeach.com http://www.linkedin.com/in/garyhernbroth http://www.trainingforwinners.com

The Executive - November/December 2018

Table of Contents for the Digital Edition of The Executive - November/December 2018

PRESIDENT’S MESSAGE: CalSAE Still in the Middle of Its Story By Jim Anderson, CAE
AT A GLANCE BY THE NUMBERS: Understanding Gen Z as They Enter the Workforce
AT A GLANCE BLOG SPOT: The Importance of Virtual Meetings
AT A GLANCE TECH TOOLS: Prioritize Your Association’s Technology Needs
AT A GLANCE CALENDAR OF EVENTS
Want Successful Marketing Campaigns? Don’t Leave Emotions at the Door
A Tale of Three Chapters: Rebuild, Rebrand or Reinvent
Don’t Let These Communication Culprits Derail Your Content
Is Your Communication Keeping Up with Leadership Evolutions?
Embrace Your Personal Brand— And Make it Work for You
DESTINATION: Wining-and-Dining in Style in Northern California
NEW MEMBERS
INDEX TO ADVERTISERS
MEMBER SPOTLIGHT: Laura Calderon Rivera
The Executive - November/December 2018 - Intro
The Executive - November/December 2018 - cover1
The Executive - November/December 2018 - cover2
The Executive - November/December 2018 - 3
The Executive - November/December 2018 - 4
The Executive - November/December 2018 - 5
The Executive - November/December 2018 - 6
The Executive - November/December 2018 - PRESIDENT’S MESSAGE: CalSAE Still in the Middle of Its Story By Jim Anderson, CAE
The Executive - November/December 2018 - AT A GLANCE CALENDAR OF EVENTS
The Executive - November/December 2018 - 9
The Executive - November/December 2018 - Want Successful Marketing Campaigns? Don’t Leave Emotions at the Door
The Executive - November/December 2018 - 11
The Executive - November/December 2018 - 12
The Executive - November/December 2018 - 13
The Executive - November/December 2018 - A Tale of Three Chapters: Rebuild, Rebrand or Reinvent
The Executive - November/December 2018 - 15
The Executive - November/December 2018 - 16
The Executive - November/December 2018 - 17
The Executive - November/December 2018 - Don’t Let These Communication Culprits Derail Your Content
The Executive - November/December 2018 - 19
The Executive - November/December 2018 - Is Your Communication Keeping Up with Leadership Evolutions?
The Executive - November/December 2018 - 21
The Executive - November/December 2018 - 22
The Executive - November/December 2018 - 23
The Executive - November/December 2018 - Embrace Your Personal Brand— And Make it Work for You
The Executive - November/December 2018 - 25
The Executive - November/December 2018 - 26
The Executive - November/December 2018 - DESTINATION: Wining-and-Dining in Style in Northern California
The Executive - November/December 2018 - NEW MEMBERS
The Executive - November/December 2018 - INDEX TO ADVERTISERS
The Executive - November/December 2018 - MEMBER SPOTLIGHT: Laura Calderon Rivera
The Executive - November/December 2018 - cover3
The Executive - November/December 2018 - cover4
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