Presentation at NEA Awards 27th February 2014. Topic is branding, personal branding and neworking

1. Kathy Ennis
The Small Business Brand Builder
Brand The
*BEEP*
Out Of It!

2.  how to utilise the power of your business
brand
 how to maximise your personal impact
through developing a truly engaging personal
brand
 how to network like a natural, building
relationships that deliver a real return on your
investment
outline

3.  logo
 trademark
 colour
 strapline ....
a brand is a
collection of
thoughts and
feelings that
customers have
about a particular
product or service
what is a brand?

4.  recognition
 differentiation
 loyalty
 relevance
 focus
why branding is important

5. exercise – who are these people?

6. people trust what they see before they trust what they hear, touch, feel,
taste louis cheskin
people give an assessment of something they might buy … without
realising it they transfer sensations or impressions that they have about
the packaging of the product to the product itself … most of us don’t
make a distinction – on an unconscious level – between the package and
the product. The product is the package and the product combined
extract from blink, malcolm gladwell, 2005
a process by which people in social situations manage the setting and
their dress, words and gestures to correspond to the impressions they
are trying to make or the image they are trying to project
A definition of Impression Management (The Presentation of Self in
Everyday Life, Erving Goffman)
sensation transference & impression management

7. it’s not what you say …

8. is about focussing
attention on how you want
to be perceived by your
target market
personal branding

9.  values
 verbals
 visuals
 vocals
the 4 Vs principle

10. 55% appearance and
body language
38% tone pitch and
pace of your voice
7% words / content
first impressions

11. 30% appearance
and body language
30% the quality of the
work you produce
30% being seen to
be doing a good job
10% doing your job
ongoing perception

12. The definition of a stereotype is:
a widely held but fixed and oversimplified image
or idea of a particular type of person or thing
steretypes

13. exercise – your personal carrier bag

14.  level 1: the ‘establishment’ look
o dark suit and light top, clean lines, classic shoes,
minimal/minimum jewellery
 level 2: the ‘suit and tie’ look
o more loosely interpreted that the establishment look suit,
lighter colours, more fashionable
 level 3: the ‘business casual’ look
o co-ordinated 2-piece, more relaxed fabrics, more colour,
more accessories
 level 4: the ‘deconstructed’ look
o no jacket, no tie, denim, loose fitting, sleeveless dress,
polo shirt
levels of dress

15.  how to dress for business all boils down to a
very simple equation
(YCV + YIS + YPS) x (CE
+ CI) = WYW
the business dress equation

16. exercise – it is what you say …
afters
call to action

17. meeting people who can:
 help you
 refer you to others
 connect you with other people who may be of
help to you, work in a similar field etc
networking is …

18.  by helping them
 by referring them to potential customers
 by connecting them with other people who
may be of help to them, work in a similar field
etc
how do you make this happen?

19.  be nice
 listen
 be generous
 be real
 be professional
 have some fun
golden rules

20.  a good handshake
 business cards
 a smile
 a pen
 a name badge
 concentration
 helpful attitude
a call to action
the tools of the trade

21.  join in
 introduce yourself
 ask for business cards
 enquire first
 tell stories
 keep it light
do …

22.  stay with friends
 wait to be asked
 hog the conversation
 get too serious
 talk only about yourself
don’t …

23. … follow up!
 make notes
 give yourself a reason to reconnect
 be timely
 keep your promises
 have a system
it isn’t networking if you don’t …

24. let’s network

25. 3 surefire ways to keep on track
continually develop your skills through training
and networking
don’t be someone who knows the cost of
everything and the value of nothing – saving
pennies often leads to spending pounds
get a mentor

26. action plan
one thing you are going
to do – by when?

27. Kathy Ennis
The Small Business Brand Builder
Thank You
T: 020 8529 0726
E: kathy@kathyennis.co.uk
W: kathyennis.co.uk
Tw: @kathyennis
Li: /in/kathyennis
Fb: /KathyEnnisYourBrandIsYou