Welcome to week 2 of the #LeadWithYourBrandChallenge! Each week in January, Jayzen is breaking down the Lead With Your Brand system into its five steps. Every Tuesday, listen to the podcast & learn about the next step to build your personal brand and help you toward your next Career Breakthrough! There are even free downloadable worksheets with each step to help you in the process. What if you were to use a brand marketer’s toolkit to build your own personal brand? What if you thought about yourself as a product? In a world where thousands of people do your exact same job, you must find a way to be more than just a commodity worker. In your career, you must be a Super-Premium Brand that gets people to do more, contribute more, and pay you more – just like they do for great brands that they love. Ask yourself, in your career, are you coffee or are you Starbucks? Step Two: Know What You Stand For TodayHere is the dirty little secret. We can all smell inauthenticity from a mile away and it reeks! If you’re thinking, “I want to be Steve Jobs” or “I want to be Sheryl Sandberg” or “I want to have Oprah Winfrey‘s brand,” the truth is, you are not Oprah, and you’re never going to be her! Who you are is you. What you can be is THE BEST you! Start by thinking authentically what your brand authentically is today. What are those words and adjectives that people have used to describe you, sometimes even since you were a little kid? What do people love about you? Find 5 to 8 words that resonate with you. Maybe you are analytical, organized, and innovative. These become your brand attributes that you lead with all the time and are truly authentically you. Jayzen is thrilled to welcome Galina Cherny to the show. Speaking very little English, Galina and her family emigrated to the US when she was early in her career. She landed a job as a clerk, and went on to become an early computer programmer. Ultimately, leading technology teams as an executive. She is now a leadership coach founding her own boutique firm, The Cherny Group. She also recently published her memoir, The Last Train to Freedom. Guest BioGalina ChernyLeadership Coach & Author Galina was born and raised in the capital of Soviet Ukraine—Kiev (now Kyiv). In 1979, she emigrated to the United States as a Jewish refugee with her husband and their three-year-old son. Galina was twenty-six. She began her professional journey in Los Angeles, where the family settled upon arrival. Starting as a simple clerk with very limited English proficiency, she later became a computer programmer and ultimately ascended to technology executive leadership and later became a transformational leadership coach, founding her own boutique firm, The Cherny Group. Galina is a gracious hostess who loves bringing people together in her home in Encino, California where she lives with her husband John. Galina and John enjoy travel, dancing, and the outdoors. But most of all, they love spending time with their two sons and their families. They have four grandchildren, who are the light of their lives.  Galina is a passionate storyteller whose childhood dream of becoming a writer materialized with her memoir, The Last Train to Freedom.  Links To learn more about Lead With Your Brand and the Career Breakthrough Mentoring program , please visit : LeadWithYourBrand.com To book Jayzen for a speaking engagement or workshop at your company, visit Jayzenpatria.com Please connect on Linkedin and all platforms @jayzenpatria