How to Make Your Brand Go BOOM!!HOW PERSONAL STYLE &

PROFESSIONAL BRAND HOOKED UP

Learning Objectives

Define the term “brand”

Differentiate between brand and style

Understand the main components of a brand

Identify key intangibles and nuances that affect our perception of a brand

List and explain the differentiators of a “boomin” brand

Section I:What Is A Brand & How Do I Get One?

Definitions to get through the course

Is “branding” for individuals or just organizations?

What are the main tenets of a “brand”?

Which came first: the chicken or the egg (brand or style)?

Definitions

Style: the conscious selectivity of elements that work in concert to create a curated image

Personal Brand: those attributes that one uses to collectivity manage the expectations and perceptions of personal and professional interactions with others

Definitions…

Brands: a feature that distinguishes one product or service from another

Signature Style: a collection of features or attributes that consistently provide identification and differentiation from another

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Definitions…

Professional Brand: outward manifestation of who you are and what you represent (via your personal style and other attributes)

Who Does Branding & Why?

“Everyone’s doing it…”

If you want people to see you (or your product/service) in a specific way, or think of you through association then you need a brand!

Why Bother to “Brand”?

Go back to the definitions…..

Brand counts for organizations and businesses as much as it matters for individuals…maybe even more so!

A brand tells someone who you are and what you represent so, even if you never thought you had a brand, your actions and appearance ARE saying something – and you are creating a de facto……brand for yourself

Think about this:

Everyday you get up and get dressed in your denim and tee, or maybe it’s a skirt and sweater. No one says anything because you “always look nice…”. On this day, you’re not feeling great or maybe you’re just tired but you show up to work “dressed down” or different from the norm. People ask what’s wrong….

People are asking what’s wrong because you’ve created an expectation (aka a de facto brand)!

Your Brand On Autopilot

In a Vanity Fair article, President Obama shares this, “I’m trying to pare down decisions. I don’t want to make decisions about what I’m eating or wearing. Because I have too many other decisions to make.’ He mentioned research that shows the simple act of making decisions degrades one’s ability to make further decisions.

Significance?

Our goal should be to move to our brand to autopilot

Did Style or Brand Come First?

They are not the same. In fact, style is in many ways the pre-cursor or a key attribute of a brand.

A safe way to view or differentiate brand and style is to think of it as an evolution: personal style is the foundation to creating a personal brand; and your professional brand is a manifestation of your personal brand along with other attributes

Activity #1Do you think you really need a brand? If so, provide a succinct description of that brand. If not, explain why.

Section II:Brand Is In The Eye of the Beholder

First impressions last…but only 15 seconds

Sometimes the ”when” matters just as much as the “what”

Upwards of 90% of someone’s opinion is based on non-verbal attributes

Perception is reality

First Impressions Last…

Your mother said it to you a thousand times….because TRUST is built on first impressions.

First impressions tell someone whether you’re good or bad, right or wrong, in or out…

That “first impression” lasts longer than your next three interactions alone…

Your 15 Seconds of Fame Starts Now

Psychological studies indicate that we form our “first impression” of someone within 15 – 20 seconds of meeting them

Other studies indicate that in face to face meetings, 93% of people’s judgments of others are based on non-verbal input

One psychological study indicates that women with “frazzle” hair are more likely to be viewed as less competent in the work place

55% of a person’s opinion of others is determined by physical appearance

It takes multiple follow-up interactions to “undo” a first impression

“When” Matters As Much As “What”

Mark Zuckerberg sports a hoodie + jeans often! He’s been doing coding and

technology innovation for almost five years before “Facebook”

His company is currently valued at over $40B

He’s known to be innovative and an outside-of-the-box thinker when it comes to tech

A company executive rocks a leather skirt to work This executive has been

with the company for 10+ years

She is viewed as competent, professional, polished, intelligent and accomplished

She frequently does very fashion-forward looks that are still professional

The Difference…

Mark Zuckerberg and this company executive have a reputation that precedes them. They are known for their work and intelligence.

If you want to “dress down” or look “runway-ready”, do it AFTER you’ve built your professional brand and reputation so you’re known for “what you know”, not “how you look”!

Non-verbal Attributes Speak Volumes

Non-verbal attributes include….

How you stand

Where you place your hands during conversation

Your handshake

Eye contact

Email communications

Hair and makeup

Etiquette at a dining table

The whiteness of your smile

Perception is Reality

Would you rather work with/have a conversation with/conduct business with a happy and successful person, or someone who is unhappy?

The answer is fairly obvious….

Without consciously knowing it, individuals with straight teeth are perceived as happier, more successful and second-date worthy!

Needless to say, I have whitestrips!

Sometimes We Don’t Know What We Don’t Know

Psychology and socialization play a significant factor in how we, and thus, how our brand is perceived by others. You may not remember or even know all of the psychology behind interactions but the goal is to be aware that other factors are at play.

Activity #2Think of a scenario (preferably real) in which you used very little information (as is the norm) to draw a conclusion about someone – only to find that it was false. What psychological factor was at play?

Section III:Concept of Prep

Get ready

You never know when your “moment” will come

Focus on the message, not the messenger

Monica’s bag of tricks

Ready, Set, Go!

The building blocks of a great brand are almost innumerable but even before you set foot on your proverbial stage, you need to make sure you’ve got your ‘ducks in a row’. Preparation prevents poor performance every time!

What Does Preparation Look Like?

Arriving to your interview/ business meeting/ at least 15 minutes early

Spellchecking each communication you have so the recipient can focus on the message, not your inability to proofread

Voicemail recordings that say you’re about business, not playtime

Email signatures and email addresses that tell the recipient you’re competent, not what your nickname was as a result of “that night back in ‘83”

Shoes that are clean and shine and say ‘you care’ versus shoes that look like you’ve traveled 120 miles in the rain

Avoiding eating messy foods prior to a big meeting thus, lowering the chances for stains

Don’t Mess Up Your Big Moment

Taylor has an entry level position at Company X and loves it!

Company X has a generous policy of “jeans casual” on Fridays which Taylor loves!

Taylor is always reading the fashion mags and knows that banana yellow is the color for the summer so, a pair of bright yellow denim is perfect for the next jeans casual Friday

At Company X, there is one elevator lobby and it’s used by C-suite and other employees alike

On Friday while sporting the fashion-forward yellow denim, Taylor has a chance to ride up 33 floors with the company CEO; that’s the perfect amount of time for an ‘elevator pitch’

However, Taylor is looking too casual and isn’t really saying “business” with the look so instead, shrinks into the corner and rides 33 floors in silence

Taylor loved those yellow jeans but didn’t feel confident enough to speak with the CEO who was sporting dress slacks & a shirt

Always Be Ready!

What went wrong for Taylor?

Be Distraction-Free!

Your professional brand speaks volumes about who you are and what you represent. Accordingly, it can also speak volumes about what you are not.

The goal of your outward appearance is for people to focus on the message, not the messenger – because if they are focusing on you, it’s likely they have missed your message!

Focusing on the Message

It’s easy but counter-intuitive…..

Avoid stains on your clothes

Remember we are programmed to remember the exception, not the rule

Little things count

Keep it simple

When starting out, think “blend in”, not “stand out”

Monica’s Prep Bag of Tricks

For any meeting in which I’m discussing business, I carry my little bag of tricks to avoid possible mishaps:

Tide wipes

Scarf

White, crewneck t-shirt

Double-sided tape

Pseudo-button

Teeth wipes or mini-brushes

Activity #3There is a saying about preparation preventing poor performance…. Create three uncomfortable professional scenarios and provide a pre-emptive solution to those scenarios

Positioning Counts

Understanding the key elements of preparation and “planning for the unexpected” will allow you to more easily take advantage of opportunities when they are presented. In the last section of our class, we’ll explore how to bring it all together because preparation is great but if your brand isn’t ready then it’s all for naught

Section IV:Make My Brand Go Boom, Not Bust!

“Start with the end in mind…”

Must-haves for a boomin’ brand

Choose wisely

Personal philosophy

What Do You Want To Be Known For?

The average person does not have an answer at the ready. In fact, the average person doesn’t have an answer (they like) even after a few minutes.

It’s a difficult question but one, when answered, can provide you with inspiration, direction, clarity and focus.

A Few Questions To Help You Focus On You

• WHAT DO PEOPLE SAY WHEN YOU’RE NOT IN THE ROOM?

• HOW DO OTHERS INTRODUCE YOU?

• WHAT VALUE DO YOU BRING TO ANY RELATIONSHIP?

Any Brand Worth Its Salt….

Exhibits these three brand attributes:

1. Authenticity

2. Consistency

3. Vision

(there are others but if you can nail these three, you’ll be more than halfway to where you want to be…guaranteed!)

Must-Have Brand Attributes

AUTHENTICITY – ARGUABLY VERY DIFFICULT TO NAIL DOWN BUT WHEN YOU’RE PASSIONATE ABOUT WHAT YOU’RE DOING, OTHERS SEE IT….INSTANTLY!

CONSISTENCY – THERE IS IMMEASURABLE VALUE IN KNOWING EXACTLY WHAT YOU’RE GETTING (COCA COLA LOOKS AND TASTES THE SAME EVERYWHERE!)

VISION – KNOWING WHY YOU’RE DOING WHAT YOU’RE DOING AND BEING ABLE TO ARTICULATE THAT ALLOWS OTHERS TO FOLLOW

Choose WiselySuch a simple statement but so broad and sweeping.

Everything isn’t for you.

Focus your energy and resources on that which is most authentic and is aligned with your sensibilities

In order for your brand to resonate with others, it must move you first!

You always have a choice; choose wisely

Your Guiding Light

When all else fails and the day seems dark, and even your passion is wavering, fall back to your “story” –-- your reason “why” – your philosophy.

My philosophy: no matter how bad the day, or melancholy my mood, I could add a little pep in my step by putting on my ‘game face’ (my killer outfit) and stepping out. When you’re dressed to make things happen, something will always happen. I wanted to give that ability and feeling to others….when you look good, you feel good; and when you feel good, people notice!

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“When you look good, you feel good; and when you feel good, others notice

MY SOCCER COACH, ANDRE G.

Edit your life frequently and ruthlessly. It’s your masterpiece after all.

-Nathan Morris

Final Exam#1- How do you see yourself?

#2- How do others see you?

#3– When you look in the mirror, is there a difference between how you think you are perceived and how others actually see you?

Class Activities

There will be a maximum of one activity per section

These activities are for your benefit and will not have to be turned in but, they are created so supplement the learning you’ll receive across topics

They’re fun but also thought-provoking!

Definitions…

Professional Brand: outward manifestation of who you are and what you represent (via your personal style and other attributes)

When you dress for success…

There is a noticeable difference…