Athena JBS

March 26, 2020 by Joelle Jay

Your Executive Brand Package: The Four Must-Haves of Your Personal Brand

There are millions of leaders looking for board seats. Fortunately, you’re one in a million.

In our Journey to a Board Seat Series, so far you’ve learned:

What the Athena Alliance is and how they can help you develop into an attractive board candidate;
How to plan a strategy for your journey to a board seat.

Today, you’re going to learn about Step 2 of the journey: Creating Your Executive Brand Package: The Four Must-Haves of Your Personal Brand.

Why do you need an Executive Brand Package?

As a successful business leader, chances are you are well-known in your organization. You have experience, a reputation, and perhaps even a collection of interviews, press releases and articles showing people who you are and what you offer. Even if you don’t, you probably have a website, or at least a photo and a bio.

In other words, you have a brand.

However, your brand – built over many years of your career – is likely more a historical picture of where you’ve been.

What you need now is a branded package of who you are and what you want. This is the essence of an Executive Brand Package.

What is in an Executive Brand Package?

There are four pieces of your Executive Brand Package:

A Resume or CV
An Executive Bio
An Elevator Pitch
A Linked-In Profile.

You may have variations of these already, or you may be starting from scratch, but either way, the intentional step in this part of the journey is to craft versions of these messages that specifically paint a picture of you as the qualified board member you are and want to be.

How do you create your Executive Brand Package?

There are two distinct phases to developing a winning Executive Brand Package.

First, you must know yourself.

Second, you must capture your compelling qualities in writing.

Neither of those things are easy, and they both benefit from working with a coach.

Fortunately, The Athena Alliance offers coaching and produces an Executive Brand Package for its members, taking out much of the stress and time needed to “brand yourself.” I was fortunate to work with Executive Writer, Adriana Azuri, who masterfully pulled together my Executive Brand Package and led me through this step.

We started by gathering my existing materials.
We then discussed everything I’d learned from planning my Journey Strategy.
She drafted each of the four elements of my Executive Brand Package.
Together, we wordsmithed and refined the final copy.
And in the end, I had four complete, written documents that I could feel confidently presented me in the best light for the board seat I wanted.

As Adriana says,

“Through this process of learning about a member’s career, I can tell you who they are and what value they deliver or have delivered. I then outline a member’s overall career achievements to bring out the best of the best. It’s crystal clear to me who they are and what their strengths are.”

Adriana Azuri
Athena Alliance
Journey Advisor & Executive Writer

Whether you’re pursuing a board seat now or think you may wish to sometime in the future, it’s never too late to pull these materials together for yourself.

How can I create my own Executive Brand Package?

If you know you need to spruce up your public image and put together an Executive Brand Package that presents the best version of you to the world, the place to start is defining your Personal Brand.

Admittedly, working through the details of creating a Personal Brand can be painful and difficult to do on one’s own. It requires self-knowledge, reflection, self-awareness, vulnerability, and confidence. This is definitely a process that is served by working with a competent communications expert, a personal branding consultant, or a coach.

I work with many of my executive coaching clients on building their Personal Brand, and I’d be happy to share that process with you – just email me directly at Info@JoelleKJay.com.

Once you know your Personal Brand, the rest is easy. All four of the elements of the Executive Brand Package –

Your Resume or CV
Your Bio
Your Elevator Pitch
Your Linked-in Profile

– are all really just different formats for presenting that Personal Brand to the world.

Next Steps for You

Having been fortunate enough to work with an Athena Alliance Executive Writer, I know the value of having someone create my Executive Brand Package for me – and having tried to create the four documents involved on my own in other phases of my career, I also know how excruciatingly difficult it can be to do this alone. There’s something about writing about oneself that is just simply hard.

Give yourself the benefit of support.

If you’re walking yourself through the journey to a board seat on your own, do gather drafts of the Executive Brand Package and see if it presents you the way you want to be presented.

But if you have any reticence at all, feel uncertain of your Personal Brand, are intimidated by the writing or the process, or don’t have a clear sense of what a successful Executive Brand Package might look like, stop struggling. We can do this piece together. Again, shoot me a note at Info@JoelleKJay.com, and we’ll work through this phase of the journey.

Coming Soon

In the next article in our Journey to a Board Seat Series, I will share with you how to deliver the Personal Brand in living color as we move to the next step on the journey: Developing Voice and Presence.

February 27, 2020 by Joelle Jay

Planning Your Journey

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They say a journey of a thousand miles begins with a single step, but if you’re planning a long and successful journey, you should also have a strategy.

That’s definitely true if you are on the journey to a board seat.

As you know from our introductory articles, women who are pursuing a seat on a corporate board are often at a disadvantage.

Board seats tend to go to men and to those on the “inner circle” – a situation that tends to leave women out. That’s why The Athena Alliance was created. CEO Coco Brown and her team present women with a path to a board seat, and it is a journey that begins not just with a single step, but a strategy.

They call it the Journey Planning Strategy. In today’s issue of the Journey to a Board Seat Series, I want to share with you my personal experience with the Journey Planning Strategy – a benefit offered by The Athena Alliance that instantly gives women on the journey a great start.

Orientation

Starting the journey to a board seat can be daunting.

You’ve never done it before.
You don’t know what’s involved.
You have no idea whether you’re qualified.
You don’t know what gaps you need to fill to be qualified.
You wonder if you can be successful either way.

How much easier it is to start a journey if you have a guide.

At the Athena Alliance, your guide is your Member Success Manager. Member Success Managers serve as a “Personal Chief of Staff.” Athena Alliance Members are encouraged leverage these partners to access the full value that Athena can offer, from coaching and events to meaningful connections to other members, and it all starts at the beginning of the journey.

When I was first introduced to my Member Success Manager, she did two things for me.

First, she gave me an overview of the stages of the journey I’d be taking. To review these from our last article, the six steps on the journey are these:

Step 1 – Planning Your Journey Strategy
Step 2 – Creating Your Executive Brand Package
Step 3 – Developing Voice and Presence
Step 4 – Identifying Thought Leadership and Presentation
Step 5 – Personal Positioning and PR Strategy
Step 6 – Network Leverage and Enhancement

She introduced me to The Athena Alliance website, www.AthenaAlliance.org, and shared with me their considerable resources, including a library of relevant articles and dozens of other women on the journey, many of whom were open to conversations with me and some of whom were seasoned board members willing to help me on my way.

Having given me the map and assuring me I could get in touch anytime, my Member Success Manger launched me on Step One – Planning My Journey Strategy.

The Strategy Sessions

Planning my Journey Strategy again sounded worrisome. How could I plan a strategy for a journey I’d never taken? Where would I even begin?

Again, The Athena Alliance is designed specifically to guide women down the path with experienced experts virtually leading the way. My Member Success Manager handed me directly into the care of my first coach: Chief Journey Advisor Nancy Sheppard.

A seasoned board member herself, as well as an Athena veteran and executive coach, Nancy had the skills and the system for helping me discover what it would take for me to get a board seat.

In our first meeting, Nancy got to know me and asked a series of questions.

Why do you want to be on a board?
What kind of a board interests you?
What qualifications do you have, and what do you need?

She read my bio, explored my social media profiles, and asked about my references and connections.

In our second meeting, Nancy presented me with a Plan for my Journey Strategy. By the time our conversation was over, I had her honest assessment about what assets I had that would make me successful in obtaining a board seat and where I needed to fill in some blanks.

In other words, she answered all of those questions I had at the start of my journey. I knew now that even though I’d never been on this journey, I was in good hands. I understood what was involved; I knew where I was and wasn’t qualified; and I had confidence that by taking the Athena Alliance Journey to a Board Seat, I could be successful.

You can hear how other members experienced this thorough launch of their journey by listening to them describe their experience in this phase:

“I had a wonderfully motivating journey planning call. I am grateful to have been paired with someone in an active leadership position in [my specific] sector. She tailored the journey overview to focus on helpful tips for me to get the most out of my journey. I wasn’t sure what to expect out of the first call, but our time certainly surpassed anything I envisioned. She injected such well-crafted role-playing exercises to more deeply explain the goals and purpose of my network and visibility session. I left feeling energized and ready to take full advantage of what the Athena program has to offer.”

Erin DeCesare
CTO of ezCater

Next Steps for You

If you haven’t already visited the Athena Alliance website, take a moment to explore: www.AthenaAlliance.org. There you’ll get a sense of the resources they offer, from research to services and events. Even if joining a board is a distant dream of yours or a new interest, you will begin to discover what’s ahead on this journey – and what’s ahead may be an exciting adventure in your career.

And an expert tip: you may not yet have a Chief Journey Advisor like Nancy to build your plan, but by comparing Member Profiles and reading through The Athena Alliance website, you can ask yourself the same kinds of questions Nancy asked me and start sketching a plan for your journey to a board seat. You already have a lot of the pieces – just take some time to put them together, and you’ll be able to lead yourself down this path.

Coming Soon

Watch for our next article in the Journey to a Board Seat Series, in which I will share with you how to package yourself as a potential board member with your Executive Board Package: The Four Must-Haves of Your Personal Brand.

P.S. Here again is the website for The Athena Alliance: www.AthenaAlliance.org

As always, I send my best to you. If I can help you in any way, or if you’d like to network your way into success, please reach out anytime! I’d be delighted to hear from you.

January 29, 2020 by Joelle Jay

An Interview with Coco Brown, CEO, The Athena Alliance

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Today we are launching our Journey to a Board Seat – a 12-part article series to show leaders how to become a board member. If you want to advance your career as a business executive, improve your skills in your leadership role, or find a way to transition from a corporate career into an interesting semi-retirement, this journey is for you.

Subscribe Now to the Journey to a Board Seat Series

We are guided on our Journey by The Athena Alliance, an organization that prepares women to succeed in finding a board seat – and for corporate boards to find them. Today, we are introduced to our journey in an interview with the CEO of the Athena Alliance, Coco Brown. Coco will be sharing with us why having women on boards is so important for companies and compelling for women, as well as what challenges and opportunities are available for leaders who want to take this road.

In our Journey to a Board Seat, we will mostly be helping leaders understand what they need to do to find the board seat they want. But companies also have to want the women to have those seats. Why is it important for companies to focus on getting women on boards?

Coco: An overwhelming amount of evidence says that having more women on boards leads to better performance for companies. Women are a huge economic force. If businesses want to thrive, they need to be able to market to and sell to women. Women make over 80% of health, financial, and buying decisions. In addition, women fill 23% of top senior leadership and are 46.5 % of breadwinners. Companies that want to succeed financially must be able to win with women – and having women on their boards can help them to do that.

What is unique about women getting board positions compared to men?

Unfortunately, it is uncommon for women to be highly visible at this level of corporate leadership.

Think of this. Only 2.2% of venture funding goes to women, so almost all of the companies that have potential to scale quickly are run by men. The investors in those companies are over 85% men, and the investors are the ones who often take the board seats. So in early stage companies, where the founders are men and the board members are men, the executives they recruit also tend to be men. Humans are tribal, and at this level of business, women are not in the tribe. In order to get a seat on a corporate board, one has to be a part of the network, and the biggest problem women have is that they’re not.

Why do women/executives want a board position?

In my opinion, the number one reason business leaders should become board members is because it makes them better executives. It also broadens their impact beyond the immediate role they hold as their main job. Serving on a board allows leaders to share their capacity and skill with more than one company, without having to leave or compete with their primary employer. Finally, for leaders moving toward retirement, serving on a board is a great way to extend your career. This may be new to women, but men have been doing it forever! Now women have access to the economic and lifestyle benefits of extending their careers by becoming the member of a board.

The Athena Alliance helps women get the board seats they want. How do you prepare women to be successful in securing a board position?

The two biggest thing any woman can do for herself are these:

Know your story.
Have a plan.

Women need to be able to articulate the value they bring to the table and to develop a plan in which they identify where and how they would like to serve on a board; what skills and talents they bring; what they need to do to become prepared; and how to find the right match. We help them do that by bringing them along a journey to their board seat.

It’s not a passive process. Taking the journey requires time, attention and learning, but it will lead them to the board seat they want.

What is the process you use at the Athena Alliance to help them do that? What is the journey?

We have a process that includes coaching, getting involved in a network, and gaining access and visibility into the world of board membership.

The coaching component includes a series of opportunities to shore up your ability to know and tell your story – in other words, to show yourself to be the board member you want to be. Those opportunities include:

Step 1 – Planning Your Journey Strategy

Step 2 – Creating Your Executive Brand Package

Step 3 – Developing Voice and Presence

Step 4 – Identifying Thought Leadership and Presentation

Step 5 – Personal Positioning and PR Strategy

Step 6 – Network Leverage and Enhancement.

That’s a process in which leaders work on themselves and ensure they’re prepared for the board seat they want. It can take six to nine months to complete the coaching and get prepared – but once they do, they are ready to start seeking those board positions.

Beyond the coaching, there are a number of other components to the journey, including:

Mentoring – working with seasoned board members who help women with the nuances of board membership.

Connections – getting connected with companies that are seeking women to serve on their boards.

Exposure – gaining insight into the process of getting a board seat and being able to see their own progress.

Virtual Salons – our ongoing series of virtual educational opportunities to expand their knowledge about how to be successful in this world of board membership.

Best of all, we take a highly customized, personal approach to this process, providing white glove service to our members to ensure they’re getting the information, learning and opportunities specifically curated for them.

Sounds amazing! How can women get involved?

The first step would be to visit our website, AthenaAlliance.org. This article series, Journey to a Board Seat, that you will be sending out all year will also give leaders a chance to experience the steps of the journey and start becoming acquainted with what’s ahead for them if they are interested in this path.

Subscribe Now to the Journey to a Board Seat Series

Secondly, if they wanted to explore membership, they can request an invitation to join. That will give them the opportunity to have a conversation with a Membership Consultant who will take them through the experience.

Thank you for taking the time to introduce us to The Athena Alliance. As you know, we will have the entire year to explore the stages of the journey, but for today, can you share with us what makes you most proud as you look at what The Athena Alliance is achieving?

I’m proud of the way we are building something of so much value to other people. It’s a privilege to lead this endeavor, seeing how many women – and men – we’ve helped in an area that is so vital to the success of companies and their leaders.

You can hear it in the way members talk about their experience:

“Athena Alliance is powerful and game-changing organization at many levels. Athena opened doors and created the network trust I needed to have access to public board opportunities that otherwise would have remained hidden. Athena encouraged, (sometimes pushed when required) and supported me to go after those opportunities with the knowledge and mentorship of the broader Athena community.”

Yvonne Wassenaar
CEO of Puppet
Board Director at Forrester

Congratulations to you and The Athena Alliance for all of your successes, and those yet to come! I look forward to sharing your good work through this series. Thank you!

And for those of you reading this article, get ready for next month’s article in which we take your first step on the journey!