3. HOW LONG DO YOU HAVE TO MAKE YOUR FIRST
IMPRESSION?
4. First impressions really do count
Your trustworthiness Also, almost as fast:
Your economic level
Your social position Whether they can sell to
Your level of you?
sophistication
Whether they can buy from
Your social and
educational heritage you?
Your moral character Do they rate you?
Your educational level Can they refer you?
And even if they like you
5. THE ‘KEY’ TO SUCCESS IS YOUR
PERSONAL BRAND -
‘PEOPLE BUY PEOPLE’
6. WHAT IS YOUR USP - UNIQUE
SELLING POINT?
WE ALL HAVE OUR UNIQUE DNA
7. 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
8. IT’S ABOUT
DIFFERENTIATION
Don’t be afloat on a
‘Sea of Sameness’
10. 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
11. 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’ STATEMENT
E.g. “I want to be known as………………….”
12. 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?
13. 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.
15. AN ‘UNFORTUNATE’ GAFFE
THAT COST £500 MILLION AND RUINED A REPUTATION
“Some of our earrings were
cheaper than an M&S prawn
sandwich but probably
wouldn't last as long”
Gerald Ratner
(now ‘Signet Group’)
22. 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……
23. WHERE WILL
WHAT Professional
Professional YOU NETWORK
Sales Speaking Business
CAN YOU Sales
And
And
Speaking Business
School
School TO MEET YOUR
Marketing Lectures
DO? 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
24. 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 situation
THEN ADD YOUR GOALS AND BIG PICTURE VISION
25. 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!
26. WHAT IS YOUR ‘BIG PICTURE’
VISION? WHERE ARE YOU GOING?
27. 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?
28. A TOOL FOR SELF-PERCEPTION
Dear …. 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?
29. 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
33. 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!
34. ‘JUST LIKE A……’
Madonna – a
chameleon brand
who changes her
‘packaging’ with
every album through
re-invention.
39. WHAT WILL YOU DO NOW TO FURTHER
DEVELOP 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….
41. NETWORKING ISN’T ABOUT
EXCHANGING BUSINESS CARDS
Networking is about giving not selling.
It’s about making a great impression through expressing your
‘personal brand’ values,your generosity of spirit, and your
professionalism.
It’s about paying it forward and maximising your personal
capital in the market.
45. 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
46. 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
47. 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
48. 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!
49. “Clothes make the man. Naked
people have little or no
influence on society”.
Mark Twain
50. DO THESE LOOKS FILL YOU WITH CONFIDENCE
ABOUT THEIR ABILITIES?
51. 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!
53. PUTTING ON THE FORMAL UNIFORM
• Style, weight,
• Appropriateness
• Personal taste
• Business Environment
• Climate
• Lifestyle
54. MAKE THE IMPACT
YOU WANT
WHETHER
FORMAL,
TRADITIONAL OR
MORE CASUAL IN
STYLE
55. 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
57. SMART YET CONTEMPORARY
• Finding your ‘style’
• Budget
• Appropriateness
• Dressing UP not down.
• Understanding colour Chic,
• Business-ready
• Well-groomed
• Professional at all times
• Empowered
69. BEFORE AND AFTER
• Age late 20’s
• Face Oval, angular
features
• Rectangular body shape
• Warm Colouring
• Needs: to try a suit as
he didn’t have one
76. A MOTLEY COLLECTION……
• Which lovely outfit
would you choose?
• Hard to decide isn’t it?
77. IN A NUTSHELL
Your ‘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
79. 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
80. Tessa Hood,
MD, Changing Gear Limited
Email: tessahood@changinggear.net
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 Speakers
Preferred speaker for the Institute of Leadership and Management
www.changinggear.net
For video communication
www.myvideotalk.com/211058
