tessa hood boot camp presentation january 24th 2011
TRANSCRIPT
MANAGING PERCEPTIONS AND
MAXIMISING IMPACT
Personal Brand and Reputation Management
PRESENTATION FOR:
The Marketing Academy
24th January, 2011
TESSA HOOD – MD - CHANGING GEAR LTD
WHY WORRY ABOUT FIRST IMPRESSIONS?
IT’S WHAT YOU CAN DO ISN’T IT?
HOW LONG DO YOU HAVE TO MAKE YOUR FIRST IMPRESSION?
First impressions really do count
� Your trustworthiness
� Your economic level
� Your social position
� Your level of sophistication
� Your social and educational heritage
� Your moral character
� Your educational level
� And even if they like you
Also, almost as fast:
� Whether they can sell to
you?
� Whether they can buy from
you?
� Do they rate you?
� Can they refer 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’
HOW ARE YOU BEING PERCEIVED?
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’ STATEMENT
E.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 PERCEPTION
It’s what other people are saying that matters!
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’)
PERSONAL BRAND = REPUTATION
“LOSE DOLLARS FOR THE FIRM AND I WILL BE UNDERSTANDING,
LOSE REPUTATION AND I WILL BE RUTHLESS.”
- WARREN BUFFETT
Built through tunnel vision and expertise – build yourbrand through expertise!
COMMENTS ON HIS BRANDING?
Fame……
then backlash
BRANSON DOESN’T ALWAYS
GET IT RIGHT
PERSONAL BRANDS THAT
DON’T NEED DEFINITION
SO….HOW DO YOU BUILD YOUR OWN
REPUTATION?
WHAT’S YOUR TALENT?
• What can you do?
• What are you best at?
• What do you know?
• What experiences have you had?
WRITE IT DOWN ......
• WHAT’S YOUR CONTEXT?
• Inside your organisation,
• In the market place,
• In the community,
• In your family,
• With your peers –
MAP IT OUT……
SalesAnd
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TessaHood
ChangingGearLtd
TessaHood
ChangingGearLtd
WHAT CAN YOU DO?
WHERE WILL YOU NETWORK TO MEET YOUR MARKET?
Threatse.g. economic climate, competition, personal
situation
Opportunitiese.g. promotions, sales,
reputation, expertise,
world markets
Weaknessese.g.where you might
admit to needing help or to shine
Strengthse.g. abilities, reputation,
knowledge, experience,
values, loyalty
SWOT ANALYSIS
THEN ADD YOUR GOALS AND BIG PICTURE VISION
• Lack core manners?
• Have an indistinct voice?
• Are slapdash and careless?
• Are truly scruffy?
• Have a reluctance to take
responsibility?
• Break promises?
• Disrespect the company in public?
• Are unable to interact well?
• Are non-communicative?
• Act inappropriately?
• Are unable to build rapport with
colleagues or clients?
• Have a poor telephone manner?
• Have boring voicemails?
• Let themselves down?
BEWARE, IF THERE ARE EVER PEOPLE IN YOUR TEAMS THAT…..
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 ….
I am writing to ask you to help me in some self-assessment which I am doing as part of some career and personal re-assessments. Would you please take a moment to fill in the attached questionnaire and send it back in the enclosed s.a.e., anonymously. I would like you to be really honest and truthful in your comments as flattery will be pointless in this exercise!……….
Q.1. What are my 5 main attributes?
Q.2. What are my 3 biggest problems?
Q.3. How would you describe me to someone who doesn’t know me?
Q.4. Do I have a USP? If so, what is it?
Q.5. What kind of car am I?
(2CV, Mercedes, Rolls Royce, Mini Cooper S?)
Q.6. What kind of cereal am I?
(coco-pops, porridge, muesli, 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
WHERE BRANDING FAILS
….AND ANOTHER- Harley Davidson Icing Kit!
..AND REMEMBER ….
IT’S ALL IN THE PACKAGING!
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 yourbrand through expertise!
EVEN HE HASREPUTATION PROBLEMS!
SO WHO HAS GOT AGOOD REPUTATION?…..
TOM DALEY – 15 YEARS OLD
WHAT ARE PEOPLE SAYINGBEHIND YOUR BACK?
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….
NETWORKING
Do you HATE ‘physical’ networking?!
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.
Considering your online reputation?
In control of what’s being Googledabout you?
WHICH NETWORK FOR YOU?ONLINE AND/OR OFFLINE?
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
• Easier communication,
• Brand Magnetism
• Develops ‘Front of mind’status
• Increases Authority, Credence and Perception of Integrity
• Develops more leadership roles
• Enhances Prestige
• Increases your earning power
• Reduces sales cycles and improve bottom lines
• Develops greater influence
• Earns recognition!
• Is your ‘shop window’
• Anonymity is not the goal here!
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!
MALE BODY SHAPES
PUTTING ON THE FORMAL UNIFORM
• Style, weight,
• Appropriateness
• Personal taste
• Business Environment
• Climate
• Lifestyle
MAKE THE IMPACT YOU WANT
WHETHER FORMAL,
TRADITIONAL OR MORE 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
FEMALE BODY SHAPES
SMART YET CONTEMPORARY
• Finding your ‘style’
• Budget
• Appropriateness
• Dressing UP not down.
• Understanding colour Chic,
• Business-ready
• Well-groomed
• Professional at all times
• Empowered
HOW FAR WILL YOU GO?
HAVE FUN!
BRING SOME FUN AND COLOUR
INTO YOUR BUSINESS LIVES!
DEEP – LIGHT, BRIGHT- MUTED, COOL - WARM
DeepDeep/Cool Deep/Bright/Cool
Cool
Warm
Muted
Light
Deep/Warm
SUSIE – BEFORE AND AFTER
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
MAI-LING NEEDED RELEASING!
SUZANNE BEFORE AND AFTER
BEFORE
AFTER!
FUN IN THE BEAR MARKET
A MOTLEY COLLECTION……
• Which lovely outfit
would you choose?
• Hard to decide isn’t it?
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
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: [email protected]
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