MANAGING PERCEPTIONS AND MAXIMISING IMPACTPersonal Brand and Reputation Management PRESENTATION FOR: The Marketing Academy 24th January, 2011 TESSA HOOD – MD - CHANGING GEAR LTD
WHY WORRY ABOUTFIRST IMPRESSIONS?IT’S WHAT YOU CAN DO ISN’T IT?
HOW LONG DO YOU HAVE TO MAKE YOUR FIRST IMPRESSION?
First impressions really do countYour trustworthiness Also, almost as fast:Your economic levelYour social position Whether they can sell toYour level of you?sophistication Whether they can buy fromYour social andeducational heritage you?Your moral character Do they rate you?Your educational level Can they refer you?And even if they like you
THE ‘KEY’ TO SUCCESS IS YOUR PERSONAL BRAND - ‘PEOPLE BUY PEOPLE’
WHAT IS YOUR USP - UNIQUE SELLING POINT? WE ALL HAVE OUR UNIQUE DNA
WHAT IS A PERSONAL BRAND?• FOR YOU – the values and qualities for which you want to stand• FOR OTHERS – their perception of your promise of value
IT’S ABOUT DIFFERENTIATION Don’t be afloat on a‘Sea of Sameness’
THE BRANDING PROCESS OF ‘PRODUCT YOU’• Starts inside, helping you to discover or re-discover what makes you who you are and what you stand for• Then moves to the outside – verbal, non-verbal and visual communication
WHAT DO YOU WANT PEOPLE TO BE SAYING ABOUT YOUR ‘END PRODUCT’?• To be seen as the expert in your arena?• To be recognised as a great leader/motivator?• To be a problem-solver ‘par excellence’?• To be known for your ‘can-do’ attitude in your office?• To be known for your influential network?• To have a great reputation for integrity and quality?• To be always present an immaculate impression?• Anything else….?WRITE IT DOWN IN ONE ‘BRAND MISSION’ STATEMENTE.g. “I want to be known as………………….”
SUCCESSFUL BUSINESS BRANDS v. YOU• Name a great brand. E.g.Bentley? Moet & Chandon? Marks and Spencer? Warwick University?• What words would you use to describe the core values of a great brand?• What POSITIVE words would you use to describe yourself and your own core values? E.g. Valuable, pro-active, inspirational, philanthropic?
WHY WOULD PEOPLE ‘BUY’ YOUR BRAND?• There are three main reasons why people ‘buy’ you: 1. They believe you are honest 2. They believe you are knowledgeable 3. They believe you have their best interests at heart.• People will pay at least 9% more for a perception of integrity. Your reputation is paramount.
SELF-PERCEPTION v PUBLIC PERCEPTIONIt’s what other people are saying that matters!
AN ‘UNFORTUNATE’ GAFFETHAT COST £500 MILLION AND RUINED A REPUTATION “Some of our earrings were cheaper than an M&S prawn sandwich but probably wouldnt last as long” Gerald Ratner (now ‘Signet Group’)
SO….HOW DO YOU BUILD YOUR OWN REPUTATION?WHAT’S YOUR TALENT? • WHAT’S YOUR CONTEXT?• What can you do? • Inside your organisation,• What are you best at? • In the market place,• What do you know? • In the community,• What experiences have you had? • In your family, • With your peers – WRITE IT DOWN ...... MAP IT OUT……
WHERE WILLWHAT Professional Professional YOU NETWORK Sales Speaking BusinessCAN YOU Sales And And Speaking Business School School TO MEET YOUR Marketing LecturesDO? Marketing Lectures Company MARKET? Company Website Website Networking Networking Management Management and ITIT and Office Office Admin and Admin and Outplacement Outplacement Accounts Clients Accounts Clients Incl. VAT Incl. VAT Tessa Tessa Hood Hood Changing Changing Gear Gear Ltd Private Private Ltd Specific Specific Coaching Coaching Marketing Marketing Projects Projects Company Corporate Company Corporate International Masterclasses International Masterclasses Academy Academy Company Company Public Public Schools Training Masterclasses Masterclasses Schools Training And And Academy Academy Apprentices Apprentices Programmes Programmes
SWOT ANALYSIS Strengths Weaknesses e.g. abilities, reputation, e.g.where you might knowledge, experience, admit to needing help values, loyalty or to shine Opportunities Threats e.g. promotions, sales, e.g. economic climate, reputation, expertise, competition, personal world markets situationTHEN ADD YOUR GOALS AND BIG PICTURE VISION
BEWARE, IF THERE ARE EVER PEOPLE IN YOUR TEAMS THAT…..• Lack core manners? • Are unable to interact well?• Have an indistinct voice? • Are non-communicative?• Are slapdash and careless? • Act inappropriately?• Are truly scruffy? • Are unable to build rapport with colleagues or clients?• Have a reluctance to take responsibility? • Have a poor telephone manner?• Break promises? • Have boring voicemails?• Disrespect the company in public? • Let themselves down?THIS WILL IMPACT YOUR COMPANY’S AND YOUR OWN REPUTATION!
WHAT IS YOUR ‘BIG PICTURE’VISION? WHERE ARE YOU GOING?
DESIGN YOUR BRAND• Define Your Goals. Where do you want to be in 1,3,5, 25 years’ time?• What’s your ‘brand mission’ statement?• Does it truly reflect your core values?• What are your talents?• What are your contexts?• How’s your packaging?
A TOOL FOR SELF-PERCEPTIONDear …. Q.1. What are my 5 main I am writing to ask you to attributes? help me in some self- Q.2. What are my 3 biggest assessment which I am problems? doing as part of some Q.3. How would you describe career and personal re- me to someone who assessments. Would you doesn’t know me? please take a moment to fill in the attached Q.4. Do I have a USP? If so, questionnaire and send it what is it? back in the enclosed s.a.e., Q.5. What kind of car am I? anonymously. I would like (2CV, Mercedes, Rolls Royce, you to be really honest Mini Cooper S?) and truthful in your Q.6. What kind of cereal am I? comments as flattery will be pointless in this (coco-pops, porridge, muesli, exercise!………. rice-krispies?) Q. 7. Any other comments?
DELIVER YOUR BRAND• Do you always reflect your core personal brand?• Are you always doing what it says on the tin and can you add value?• Are you ‘marketing’ Brand You – are you visible and noticeably packaged well?• Will you authentically and strategically consider your brand at all times?• Are you building your reputation within your field in a positive way?• ACTION PLAN…REVISIT FREQUENTLY
COULD SANTA BE THE WORLD’S STRONGEST BRAND? • He’s about ‘goodness’. • He accomplishes the impossible. • We know what he stands for. • His entourage is hard-working. • He is philanthropic. • He stands out and he’s consistent. • Is this why the world’s strongest brand uses him? • HE HAS BEEN DESIGNED, DEVELOPED AND DELIVERED!
‘JUST LIKE A……’ Madonna – a chameleon brand who changes her ‘packaging’ with every album through re-invention.
Built through tunnel vision and expertise – build your brand through expertise!
WHAT WILL YOU DO NOW TO FURTHERDEVELOP YOUR PERSONAL BRAND AND YOUR REPUTATION?• Learn something new – a language say?• Take on extra responsibility?• Extra commitments?• New business skill/qualification?• Stretch yourself?• Dress differently?• Innovation and Ideas?• Volunteer!• Respect and support others. WRITE IT DOWN….
NETWORKING ISN’T ABOUT EXCHANGING BUSINESS CARDSNetworking is about giving not selling. It’s about making a great impression through expressing your‘personal brand’ values,your generosity of spirit, and yourprofessionalism. It’s about paying it forward and maximising your personalcapital in the market.
ONLINE NETWORKING • How many digital networks to join? • Never ‘dis’ anyone online • Build your reputation through blogs, and give your network your time • People will often ‘Google’ you first before meeting • You can’t take anything back that’s online • You can’t control who is looking at your profile so be in control of what they are seeing
HOW WILL YOUR BRAND AND YOUR NETWORKING DEVELOP YOUR MARKETPLACE?• Easier networking • Increases your earning• Easier communication, power• Brand Magnetism • Reduces sales cycles and• Develops ‘Front of mind’ improve bottom lines status • Develops greater influence• Increases Authority, • Earns recognition! Credence and Perception • Is your ‘shop window’ of Integrity • Anonymity is not the goal• Develops more leadership here! roles• Enhances Prestige
HOW WILL YOU SELL ‘ID-YOU’ By branding yourself!As in all marketing you need to know how to: 1. Package the product 2. Price the product 3. Place the product 4. Promote the product
SO, HOW TO PACKAGE THE ‘PRODUCT YOU’?• Know your body type• Understand proportional issues• Know your best suited colours• Understand scale• Understand smart accessorising• Being perfectly groomed• Principle ‘of cost per wear’• Split-second judgements? Look at his shoes!
“Clothes make the man. Naked people have little or no influence on society”. Mark Twain
DO THESE LOOKS FILL YOU WITH CONFIDENCE ABOUT THEIR ABILITIES?
SO, HOW TO PACKAGE ‘PRODUCT YOU’?• Know your body type• Understand proportional issues• Know your best suited colours• Understand scale• Understand smart accessorising• Being perfectly groomed• Principle ‘of cost per wear’• Split-second judgements? Look at your shoes!
PUTTING ON THE FORMAL UNIFORM • Style, weight, • Appropriateness • Personal taste • Business Environment • Climate • Lifestyle
MAKE THE IMPACT YOU WANT WHETHER FORMAL,TRADITIONAL ORMORE CASUAL IN STYLE
DRESS SMART• Jacket sleeves should end at thumb joint• Shirts shoot ¼” under jacket sleeve – no more• Shirt collars should include stiffeners• Cufflinks on double cuffs look more professional than buttons on single cuffs• Trousers have one bend only onto shoe• Ties should always be firmly tied up into the collar• Belts are worn if the trousers have belt loops• Socks match shoes• Shoes match belts
SMART YET CONTEMPORARY • Finding your ‘style’ • Budget • Appropriateness • Dressing UP not down. • Understanding colour Chic, • Business-ready • Well-groomed • Professional at all times • Empowered
A MOTLEY COLLECTION…… • Which lovely outfit would you choose? • Hard to decide isn’t it?
IN A NUTSHELLYour ‘executive’ brand is:• Your shop window in the business world• Your differentiator• Your voice when you’re not there• Your perceived ability and integrity• Your entrée to further success• The cornerstone of your career
THANK YOU FOR LISTENING!GIVE YOURSELVES A HAND!
AVAILABLE FROM CHANGING GEAR LTD• Choose from 4 ebooks available on our website www.changinggear.net, (click on Tessa’s Web Café)• Your Personal Brand E-workbook• Business Style for Men• Business Style for Women• Your Best Colour We also offer the ‘Key’ to Effective Networking:• 1:1 Business Image Consultations• Corporate Personal Brand Workshops• Individual Colour Analysis• Personal Brand and Reputation Development Coaching
Tessa Hood, MD, Changing Gear Limited Email: firstname.lastname@example.org 01932 868 868/07774 189913 Member of the Institute of Career Guidance Member of the Federation of Image Consultants Member of the Association of Professional SpeakersPreferred speaker for the Institute of Leadership and Management www.changinggear.net For video communication www.myvideotalk.com/211058