CREATING ACREATING A ““BRAND YOUBRAND YOU” ”

SELFSELF

Presented by:

Symanthia (Sam) Batohi

Head of Talent Management

Salient PointsSalient Points

What is a brand?What is a brand? What is a personal brand?What is a personal brand? Why is a personal brand critical?Why is a personal brand critical? Personal brand success cyclePersonal brand success cycle Winning personal brand attributesWinning personal brand attributes Your brand is your reputationYour brand is your reputation Practical “rules of the game” for new job entrantsPractical “rules of the game” for new job entrants

What is a Brand?What is a Brand?

The American Marketing Association defines a brand as “A name, term, symbol or design or combination of them

intended to identify goods & services of 1 seller / group

of sellers & to differentiate them from those of other

sellers”

A good brand:• Delivers a clear message – it is your identity in the marketplace• It is a source of promise to your customers• Confirms credibility• Connects target prospects emotionally – your brand resides

with hearts & minds of your customers

Leading Brands in the WorldLeading Brands in the World((People & Products)People & Products)

What is a Personal Brand?What is a Personal Brand?

“Individuals & their careers marketed & packaged

as a service with certain qualities & characteristics

that make them unique to others. It is a personality / character or message associated with an individual, complete with promises of

performance, specialized designs & tag

lines for success” (Daniel J. Lair)

A Personal Brand is...is not.....A Personal Brand is...is not.....

A personal brand has nothing to do with.......• What we think of ourselves• What you do for a living• Your physical image for the outside world• Tramping over other women so you can get to the top!

A personal brand has everything to do with........• A promise to the target group of what they can expect from you• How your personal identity impacts on other people / creates a meaningful

response in them about the values and qualities you embrace • What others feel about us• Differentiating yourself by understanding & using your combination of

emotional attributes, strengths, skills, values & passions

Why is a Powerful Personal Brand Why is a Powerful Personal Brand so Critical in Current Timesso Critical in Current Times

• Become “top of mind” in a rather commoditized world• All things are equal with access to resources, education, skills,

knowledge – The only unique thing is “YOU”• With increased competition you need to create personal

competitive advantage to stay ahead of the pack• X% of GDP includes YOU!• First impressions inform decisions so make an impact• You will thrive even in the recession• You will reap higher rewards• Better, interesting, challenging jobs and assignments

A Personal Brand is not an option – A Personal Brand is not an option – Or You will never get out of the Hamster Wheel ModeOr You will never get out of the Hamster Wheel Mode

Your Personal Brand Success Your Personal Brand Success CycleCycle

Before you develop your brand, know yourself – your strengths & weaknesses

Be authentic, don’t try and be like someone else - that’s why is a personal brand. You have your own signature strengths / themes

Connect who you are with every opportunity you get to present yourself i.e. Meeting, report, business event

Measure yourself constantly & seek feedback from your network, peers, boss, performance appraisal

Remain relevant to your target audience, sharpen your skills i.e Madonna, Volvo, Starbucks, McDonalds

Winning Personal Brand Attributes Winning Personal Brand Attributes

Your Brand is your ReputationYour Brand is your ReputationManage it & Manage it & Guard it with your Life!Guard it with your Life!

“A good name is our most important asset”

Quote from William Shakespeare’s Othello:

“Reputation, reputation, reputation! O, I have lost my reputation! I have lost the

immortal part of myself & what remains is bestial.”

Reputation Management is like a Reputation Management is like a Maintenance JobMaintenance Job

• Requires constant tracking after you’ve established yourself• Always seek feedback from your network• Be transparent and consistent• Apologize sincerely when you mess up• Watch everything you say• Watch everything you don’t say• Watch everything you do• Watch everything you don’t do• Keep to your word

Have a Reputation Recovery and Have a Reputation Recovery and Personal Brand Continuity PlanPersonal Brand Continuity Plan

• Determine impact

• Decide on appropriate responses

• Seek counsel from trusted individuals

• Consistent flow of positive messages

• Self awareness & evaluation of your behaviour at all times

• Gain support, communicate your intentions to offended parties

• Find a coach, be patient & forgiving

• Work on your circle of influence

Don’t:

• React emotionally to feedback & become defensive

• Become unmotivated or aggressive

• Try too hard too quickly or expect too much

• Be manipulative or political

Practical “Rules of the Game” for Practical “Rules of the Game” for Young WomenYoung Women

• No matter how trivial or menial your early work assignments may appear, give it your best shot!

• Every graduate wants a “strategic job” – if you are diligent in little things, bigger & greater things will come your way!

• Get tasks done – Too many great starters but poor or too few finishers

• Develop a “let’s go see attitude” – observe first hand and get insight• Speak up, express yourself, promote your ideas• Be careful what you say – accuracy in statements• Always prepare for any business task, execute & follow up• Confirm instructions & other person’s commitments in writing

(The Unwritten Laws of Business - W.J King , James G. Skakoon)

Laws of Personality & CharacterLaws of Personality & Character

• One valuable trait is the ability to get along with all kinds of people

• Integrity – your most important asset• Be aware of the effect your personal appearance has on others

& in turn on you• Refrain from using profanity in the workplace• Understand what constitutes harassment & discrimination in the

workplace – racial, sexual, ethnic, Do not tolerate it• Beware of what you commit to in writing & who will read it• Beware of using your employer’s resources for your personal

purposes

(The Unwritten Laws of Business – W.J King , James G. Skakoon)

Closing RemarkClosing Remarkss

Who you are today is because of the choices you made

yesterday......

The choices you make today will determine who you are

tomorrow.......

Make that choice

OWN YOUR OWN YOUR BRAND!BRAND!