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

Marketing

SalesAnd

Marketing

NetworkingNetworking

OfficeAdmin andAccountsIncl. VAT

OfficeAdmin andAccountsIncl. VAT

PrivateCoaching

PrivateCoaching

CorporateMasterclasses

CorporateMasterclasses

PublicMasterclasses

PublicMasterclasses Schools

AndApprenticesProgrammes

SchoolsAnd

ApprenticesProgrammes

CompanyTrainingAcademy

CompanyTrainingAcademy

CompanyInternational

Academy

CompanyInternational

Academy

SpecificMarketingProjects

SpecificMarketingProjects

OutplacementClients

OutplacementClients

CompanyWebsite

Managementand IT

CompanyWebsite

Managementand IT

BusinessSchool Lectures

BusinessSchool Lectures

Professional Speaking

Professional Speaking

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: 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