Branding projects: Creating identity & ownership your team can get behind
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Branding projects: Creating identity & ownership your team can get behind

on

  • 736 views

Branding does not rest solely with a company. Brand offers unique value that people can get excited about and get behind. A project with a branded identity creates clarity and ownership among ...

Branding does not rest solely with a company. Brand offers unique value that people can get excited about and get behind. A project with a branded identity creates clarity and ownership among stakeholders. Get some tips for creating a compelling project brand that will rally teams for even the less popular projects.

Statistics

Views

Total Views
736
Views on SlideShare
736
Embed Views
0

Actions

Likes
0
Downloads
13
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Branding does not rest solely with a company. Brand offers unique value that people can get excited about and get behind. A project with a branded identity creates clarity and ownership among stakeholders. Get some tips for creating a compelling project brand that will rally teams for even the less popular projects.
  • http://www.flickr.com/photos/7855449@N02/sets/72157606844282993/

Branding projects: Creating identity & ownership your team can get behind Presentation Transcript

  • 1. Branding projects Creating identity & ownership your team can get behind Your presenter is: Alison Sigmon, M.Ed., LPC, PMP1
  • 2. What’s on tap for our time together today…  Cost of failure of projects  Why don’t they Likemy project  Brand? Isn’t that for the biz…  Why bother? We’re too busy  Okay, we’re in…so NOW what  Tips, best practice to get ‘em behind the project  Wrap it up! 2
  • 3. Cost of failure of projects Tons of time, training, and money have been invested in ensuring project management processes are in place and people know how to use them. And yet projects still fail. • A study reviewed 10,640 projects from 200 companies in 30 countriesfound only2.5% of the companies successfully completed 100% of their projects. • A separate study analyzed 1,471 IT projects and found the average overrun was 27%, but1:6projects had a costoverrun of 200%and a schedule overrun of70%. Source: http://gmj.gallup.com/content/152429/cost-bad-project-management.aspx 3
  • 4. How4
  • 5. There are a variety of reasons this happens on the functionalside and behavioral side of project management.Today we’ll focus on the behavioral side because if weaddress that then most of the time the functional side will fallinto place. 5
  • 6. Why don’t they Like my project… It’s not that they don’t like your project6
  • 7. Maybe it’s just that they… • Don’t understand it • Are super busy • Have higher priority work • Don’t see the value • Consider it not very compelling • Think it’ll take too much time • Believe there’s not much to gain • Aren’t confident it’ll be successful • Think it will create more work and less value when launched • Believe it’s a pet project • The processes are a nightmare7
  • 8. Question that makes you go hmmm… Now, why on Earth would they EVER, EVER think any of those things?8
  • 9. Rock star projects… Let’s admit it. Some projects are more fun, cutting edge, and even glamorous to work on… High profile Big business value Chances of success are high They have management support Clear vision, mission, & cash Promises are kept Super cool All of these things offer something akin to a product or businessBrand. Stakeholders typically want to be part of that action…Don’t you? 9
  • 10. Brand? Isn’t that for the biz BRAND Not just for business anymore… 10
  • 11. What is brand anyway… Brand is vast, deep, and time consuming to manage, and our attitude about it comes own to our personal experience with it. If it’s positive, we feel trust and accountability. If it’s negative, we do whatever we can to get way from it, reject it, etc.11
  • 12. But brand is more than… TasteTagline or Catchphrase Name, Logo, Sounds Color Smells Performance, movement Shapes, Graphics
  • 13. Brand is a personal experienceBrand is a kind of personality that creates identityothers immediately recognize and connect with.It’s behavioral and psychological. Our thoughts,mental images, feelings, values, perceptions, hopes,experiences, and attitudes all contribute to brandexperience.It represents us. It reflects us. It inspires us. 13
  • 14. Why bother? We’re too busy Guess what…maybe the process pieces are already there 14
  • 15. Characteristics of brand • Compelling vision • Follow through • Strategic purpose • Commitment • Driving mission • Focus • Why it matters – So what • Consistency & Trust • Clear goals • Status •Benefits • Workflow Identification Promise Differentiation Relationship • Unique • Emotional connection • Accountability • Engagement • Characteristics that make it • Inclusion unique and special • Communication • Roles, responsibilities • Monitor, respond to • Values, clear objectives changes • Timing • Watching trends, shifts Sound familiar… 15
  • 16. Characteristics of projects • Compelling vision • Follow through • Strategic purpose • Commitment • Driving mission • Focus • Why it matters – So what • Consistency & Trust • Clear goals • Status •Benefits • Workflow Initiating Executing Identification Promise Planning Controlling Differentiation Relationship • Accountability • Emotional connection • Roles, responsibility • Engagement • Characteristics that make it unique and • Inclusion special • Communication • Values, clear objectives • Monitor, respond to • Timing changes • Watching trends, shifts Sound familiar…yes it does. 16
  • 17. Connect the dots… The net-net… Creating a brand for a product or service is not that different from good project management practice. The key is in what you do & focus on. If the project is considered second tier connect the dots to make it a first tier.17
  • 18. Okay, we’re in so NOW what Use your tools… 18
  • 19. Project pressures may have PMs too focused on the processes, tasks of the project.Result? The things that keep stakeholders connected, engaged are stripped out.Create a compelling story and use it as a touchstone throughout the project. Burning Platform •Share the why • Business Need • Feasibility •Risks of doing/not doing the projects • Project Charter •Benefits • Current State •Opportunities leveraged • Future state Not sure? What are you waiting for…go get what you need.19
  • 20. Your strength as a project manager is not just in numbers, workflow, and reports. It’sin emotional connection, big picture thinking, and influence. To do this you have tostay slightly ahead of your stakeholders. WIIFT •Know their motivations • Respond to what they care about •Keep the big picture in mind • Understand their passions& interests • Figure out how they feel valued • Be thoughtful but focused Not sure? Pay attention. Go ask.20
  • 21. And it’s good to literally & figuratively do a few of these for your project too… TasteTagline or Catchphrase Name, Logo, Sounds Color Smells Performance, movement Shapes, Graphics
  • 22. Hot tips, best practice to get ‘em on board Putting it all in motion…22
  • 23. How to connect the dots… “Too often senior leaders say that innovation is a strategic priority, but when it comes to allocating resources and creating the time and space for innovation to occur and thrive, many de-prioritize it in favor of shorter term (and often smaller financial) wins…business unit teams have to be really ambitious and your senior management has to be committed, supportive, and hungry. It can’t be one or the other.” Source: http://www.fastcodesign.com/1669216/five-new-rules-for-a-winning-brand- launch23
  • 24. If it were easy… If it were easy to create a brand experience, everybody would be doing it! But even for companies launching a new brand, it’s not easy to do. • Creating a new brand expensive& challenging •Innovation & doing things differently can be scary • New product launch numbers aren’t inspiring: only 25% of new products generate more than $7.5 million in sales in their first year. Only 3% achieve $50 million or more. Source: http://www.fastcodesign.com/1669216/five-new-rules-for-a-winning-brand-launch24
  • 25. 5 P’s from “Why Every Project Needs a Brand” http://sloanreview.mit.edu/the-magazine/2011-summer/52416/why-every-project-needs-a-brand-and-how-to-create-one/25
  • 26. How to connect the dots…think differently It all starts with you and the project team. •Challenge each other & don’t take it personally when you don’t agree •Create personal meaning • Think outside the box • T-shaped thinking • Go get what you need to build interest and enthusiasm •Connect the dots • Take a nod from non-project management processes • Sell it, promote it as you would to a customer • Remember: excitement is infectious •Attitude matters • Pictures are worth a 1000 words26
  • 27. Wrapping it up Some projects naturally have brand qualities. Those that don’t can. It starts with you. Brand identity creates an emotional connection that can inspire others Project pressures create a risk of depersonalizing the experience Tools and skills are there but you gotta use them Questions???27
  • 28. Thank you! Alison Sigmon, M.Ed, LPC, PMP asigmon@systemation.com Twitter @alisonsigmon www.slideshare.net/ahsigmon28