Founded to help women in SAP technology visualize success and inspire progress through events and content programming, ASUG Women Connect recently hosted two community conversations centered on the importance of authenticity in personal branding.
Within the excitement of the recent SAP for Utilities, Presented by ASUG conference in Miami, one standout session brought the ASUG Women Connect community together for a thought-provoking, topic-based conversation. Sponsored by PwC, and moderated by Sadi Fieldsend, SAP Managing Partner at PwC, the session brought together a diverse group of female leaders to drive meaningful dialogue across industries and provide networking opportunities for this ever-expanding community.
Throughout the panel, attended by 70 technology professionals, Fieldsend joined Nada Kovacevic, Director of Enterprise Solutions and Analytics at BC Hydro; Annabelle Louie, Enterprise Business Processes at Pacific Gas and Electric Company; and Amy Spruill, SVP, Managing Director for U.S. Regulated Industries at SAP, to discuss personal branding not as self-promotion but as a reflection of strong, visible team leadership.
“Every interaction we have impacts someone and reflects our brand and values more than the solutions we provide or the company we work for,” Fieldsend explained in discussing how PwC supports leaders in defining personal brands through its programs. “It’s about our strengths, values, and standing true to who we are.”
This type of perspective is crucial for leaders managing large, global teams while juggling external relationships and collaborating across business functions. A strong personal brand, as the panelists reflected, can make all the difference in helping leaders to inspire others, manage their teams, and problem-solve effectively.
Kovacevic highlighted the importance of maintaining a personal brand in how it can help leaders define themselves in the eyes of employees. “My team sees me as an expert and a decisive leader who always does the right thing,” she said. “They feel safe and supported.”
Diversity can be an asset for any business, and recent research supports the conclusion that diversity in the workplace can contribute to business benefits including above-average profitability and higher innovation revenue. In discussion, the panelists reflected on the role that defining a personal brand plays in helping them to articulate their core values as individuals and leaders, enhancing teamwork in their organizations along the way.
Louie reflected that defining one’s personal brand can contribute positively to shifting company culture in the direction of diversity, advocating for individuality and helping leaders to build teams that respect personal differences. In turn, these employees foster a positive environment where innovation thrives. “Creating that environment where it's very comfortable for everyone to bring their best and their own individual self,” she said, “is consistent in everything that I’ve done.”
Personal Brand: More Than Just Reputation
Last week, on Sept. 26, ASUG Women Connect members gathered virtually to continue the conversation with Elaine Basa, Global Financial Services Consultant at Arthur Lawrence (watch the replay) reflecting on what goes into building a personal brand that reflects one’s experience, achievements, and sense of self.
Elizabeth Tuckwell, Content and User Experience Lead at ASUG, co-hosted the interactive session alongside Angelina Manos, Social Media Coordinator at ASUG, focusing on topics like defining personal branding, crafting compelling “I” statements, and optimizing LinkedIn profiles to showcase their unique value proposition.
To initiate the conversation, Tuckwell posed a simple yet thought-provoking question: What is a personal brand? A word cloud populated with a range of answers, with keywords like “values,” “identity,” “perception,” “expectation,” and “reputation” emerging as common themes. Tuckwell shared ASUG’s official definition: “Your personal brand is a unique blend of values, skills, and personality traits that shape how you present yourself and how others perceive you.”
Basa, emphasizing the importance of distinguishing between personal brand and reputation, explained, “Your brand is something you craft deliberately, whereas your reputation is shaped by others without your direct influence.” Basa then encouraged participants to be intentional about their personal brand and how they use it to communicate their goals, values, and strengths.
For participants unsure where to begin when developing a personal brand, Basa introduced the concept of “I” statements: “I am,” “I have,” “I do,” and “I say.” Though only eight words in total, these statements can become powerful building blocks on which to construct a concise, authentic personal brand, she said.
Basa noted that “I am” is a complex statement: "It’s not just about how you engage with others, but who you bring to the table.” She shared her “I am” statement as an example: “I am a lifelong learner.” Her “I have” statement focused on her passion for developing other strengths, while her “I do” statement emphasized both her role as a consultant and the importance of family.
The “I say” statement encompasses both verbal and non-verbal communication, as well as actions. “The ‘I say’ can be very intentional about how you want to be perceived,” said Basa. “It’s not just about the verbal but when you show someone you are a hard worker and take the time to work smart.” Participants shared “I” statements in the chat, revealing a diversity of personal brands and skill sets within the group.
Optimizing Your LinkedIn Profile
Manos, a marketing expert, offered advice on effectively infusing one’s brand into a LinkedIn profiles. Her recommendations included having a professional profile picture that takes up about 60% of the frame and a complementary cover photo that showcases one’s location, company, or personal logo.
For one’s headline, Manos encouraged participants to go beyond job titles. “You want it to paint a full picture,” she said, suggesting they could add their years of experience in the field or unique talents.
Meanwhile, the summary section offers the perfect opportunity to incorporate one’s “I” statements and personal details. Among the questions Manos suggested ASUIG members consider when crafting a compelling summary were: “What are you known for professionally?” and “What is your differentiating factor?” Finally, Manos noted the importance of including strategic keywords to optimize one’s profile for search engines — while avoiding keyword stuffing.
Manos provided a strong example of a summary that incorporated professional and personal elements: “I was known as the best student at my college for my leadership and passion for the field. After I spent hundreds of hours networking on my LinkedIn, I was sourced by a Google recruiter and now sit on their staffing team. When I’m not advocating for exceptional candidate experience or teaching my coworkers the ins and outs of LinkedIn, I’m in my home office making lightweight clay earrings or watering my plants.”
Putting It All Together
As the conversation wrapped up, Tuckwell summarized the key takeaways for crafting an authentic personal brand:
- Define your personal brand by understanding what it means to you.
- Balance perception and identity, recognizing that you have control over your brand.
- Distinguish between brand and reputation.
- Develop clarity, consistency, and content that reflects your values and skills.
- Master your communication, ensuring alignment with your brand identity.
- Craft a brand statement using your “I am,” “I have,” “I do,” and “I say” statements.
Participants once again shared their evolved definitions of personal brand, the word cloud populating with a new array of keywords: “confidence,” “responsibilities,” “being creative,” and “dynamic,” among others.
These guidelines and insights empower professionals to develop an authentic, compelling brand that leverages their unique qualities to advance their careers. “Your brand can bring focus,” Basa said. “It can be dynamic and should change with you.”
Each quarter, the ASUG Women Connect team selects a new topic to promote through digital and in-person channels to foster community and discussion. Join the ASUG Women Connect LinkedIn community to participate in year-round conversations and learn more about upcoming events.