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Image From the Inside Out

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What gets you out of bed in the morning? What are you skills, attributes, ... Hang with your posse (Women in Environmental Management!) Create an Advisory Board ... – PowerPoint PPT presentation

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Title: Image From the Inside Out


1
Image From theInside Out
  • Vickie Austin
  • CHOICES Worldwide
  • Women in Environmental Management
  • Harper College
  • August 1, 2005

2
First, Who Do You Say You Are?
  • How would you describe yourself?
  • How would your friends describe you?
  • Family?
  • Co-workers?
  • Colleagues?
  • Competitors?

3
Its Whats Inside that Counts
  • What are your personal values?
  • What gets you out of bed in the morning?
  • What are you skills, attributes, passions?
  • If you had a tagline, what would it be?
  • Whats your brand?

4
The Brand Called YOU!
  • Job security went out with the gold watch!
  • We need to think of ourselves as free
    agentseven (especially) if were employed
  • Each job/contract/client is an opportunity to
    learn and improve your brand

5
What exactly is a brand?
  • First of all, what it ISNT
  • 1. A word, name, symbol etc. esp. one legally
    registered as a trademark, used by a manufacturer
    or merchant to identify its products
    distinctively from others of the same type and
    usually prominently displayed on its goods, in
    advertising, etc. 2. A product, line of
    products or service bearing a widely known brand
    name. 3. informal. A person notable or famous,
    esp. in a particular field.
  • Random House English Dictionary

6
Brand Experience
  • A brand is a perception or emotion,
    maintained by a buyer or a prospective buyer,
    describing the experience related to doing
    business with an organization or consuming its
    products or services.
  • --David McNally and Karl D. Speak
  • Be Your Own Brand

7
The New Brand World Definition
  • Today, a brand is, if it is any thing, the
    result of a synaptic process in the brain.
  • Branding is about taking something common and
    improving upon it in ways that make it more
    valuable and meaningful.

8
Thats a Promise
  • A brand is an experience, a promise, a warranty.
    A brand is shorthand. Think
  • Starbucks
  • The Ritz-Carlton
  • McDonalds
  • Nike

9
What is your brand?
  • Your brand is a perception or emotion, maintained
    by somebody other than you, that describes the
    total experience of having a relationship with
    you.

10
Personal Brand Authenticity
  • Purpose
  • Vision
  • Values

11
Purpose
  • Why are you here?
  • Who do you serve?
  • Who (and what) are you interested in?
  • Hint Its rarely about you.

12
Vision
  • What do you want to create?
  • What do you believe in?
  • What do you want to contribute?
  • Hint Its rarely about you.

13
Values
  • What do you hold to be true?
  • What (or who) do you connect to?
  • What is at the core of your belief system?
  • Hint Strong personal brands are built on
    enduring relationships that reflect your values.

14
A Strong Brand Is
  • Distinctive
  • Stands for something and has a point of view
  • Relevant
  • Connects to what someone else considers to be
    important
  • Consistent
  • People believe in a relationship based on
    consistency of behaviors experienced or observed

15
Distinctive
  • Decide what you believe in
  • Commit yourself to acting on those beliefs
  • THIS IS A COURAGEOUS ACT!
  • Your personal brand is based on your values, not
    the other way around.

16
Relevant
  • What you stand for is relevant to someone else
  • Begins when a person believes you understand and
    care about whats important to them
  • Relevance is something we earn by the
    importance others place on what we do for them
    and how well we do it.

17
Consistency
  • Hallmark of all strong brands
  • You only get credit for what you do
    consistently
  • Established by dependability of behavior
  • Based on actions, not intentions
  • Inconsistency weakens brands and suspends belief.

18
  • A brand is a living entity, and it is
    enriched or undermined cumulatively over time,
    the product of a thousand small gestures.
  • -- Michael Eisner,CEO
  • Disney

19
The Good, the Bad the Ugly
  • A brand is the sum of the good, the bad,
    the ugly and the off-strategy, defined by your
    best product as well as your worst product.by
    your best employee as well as by the mishaps of
    the worst hire you ever made. by the music your
    customers are subjected to when placed on hold

20
  • Brands are sponges for content, for images,
    for fleeting feelings. They become psychological
    concepts, held in the minds of the public, where
    they may stay forever. As such you cant
    entirely control a brand. At best you only guide
    and influence it.

21
Personal Brand Dimension Model
22
Role
  • Basic nature of the relationship
  • Friend? Neighbor? Client? Vendor?
  • What do you need to do to capably meet someones
    basic expectations?

23
Your roles?
  • Leader
  • Teacher
  • Sister
  • Manager
  • Writer
  • Mentor
  • Spokesperson
  • Mother
  • Daughter
  • Girl Scout Leader
  • Soccer coach
  • Senator
  • Rotarian
  • Chief executive officer

24
Standards
  • How do you deliver your roles?
  • Level of performance we are willing to adhere to
    consistently
  • Makes your brand image much more specific

25
Your standards
  • Reliable
  • Assertive
  • Strong opinions
  • Disciplined
  • Traditional
  • Independent
  • Consensus-oriented
  • Nonjudgmental
  • Focused
  • Take-charge
  • Committed
  • Collaborative

26
Style
  • The manner in which we communicate and interact
    with others
  • How we personalize our roles within the context
    of performance standards
  • The emotional image developed as we interact with
    others
  • Not just first impressions but through repeated
    contacts!

27
Your style
  • Energetic
  • Enthusiastic
  • Professional
  • Fun
  • Conservative
  • Intense
  • Aggressive
  • Forthright
  • Easy-going
  • Extroverted
  • Commanding
  • Flexible

28
Speaking of style Are you due for your
3,000-mile check-up?
  • Health wellness
  • Exercise
  • Sleep
  • RR
  • Well woman check-ups (dentist, OB/GYN, etc.)
  • Hair
  • Make-up
  • Clothing, jewelry, accessories
  • And remember EVERYTHINGs an accessory!

29
Your Power, Your Presence
  • Your 100-watt smile
  • Your power hand-shake
  • Your posture presence
  • See people eye-to-eye (unless culturally
    inappropriate)
  • Whats in a name? Everything!
  • Practice business card etiquette, Japanese-style

30
Aligning With Your Employers Brand
  • Medtronic patient success stories shared during
    meetings
  • FedEx Focus on the contents
  • Alcoa Leadership affecting global markets
  • Habitat for Humanity The people, not the process

31
Stand By Your Brand
  • Recognize and manage Brand Moments
  • Strong brands attract allies
  • Your commitment will be tested
  • Deal with the ordinary as well as the
    extraordinary

32
10 Steps for a Strong Brand
  • Develop and refine a personal brand manifesto.
  • Be brand proud.
  • Audit your brand promises.
  • Be authentic.
  • Make sure the signals you send convey relevance
    to others.

33
10 Steps for a Strong Brand, contd
  • Consistency, consistency, consistency.
  • Ensure your package reflects your contents.
  • Great brands are known by the company they keep.
  • Synchronize your brand with your employers (or
    sign out).
  • Count relationships as part of your asset base.

34
Last words onKeeping Your Brand Relevant
  • Keep learning
  • Take time to read
  • Attend seminars and workshops
  • Stay current in your field, update skills
  • Hang with your posse (Women in Environmental
    Management!)
  • Create an Advisory Board
  • Ask them to guide you in staying relevant

35
Keeping Your Brand Relevant, contd
  • Go on retreat/sabbatical
  • Exercise
  • Prayer and meditation (Give it up to the Higher
    Power)
  • Network, network, network
  • Count your blessings!

36
Thank you!
  • If youd like to be part of my Golden Rolodex
  • Vickie Austin
  • CHOICES Worldwide
  • 411 W. Wesley
  • Wheaton, IL 60187
  • vaustin_at_choicesworldwide.com
  • www.choicesworldwide.com
  • With offices in Chicago and Phoenix
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