| Often I talk about public relations as being | | | | looks more casual and down-market and portrays |
| relationships with your public. I believe building | | | | an image of being cheap, no frills. So much so |
| personal relationships is critical to business success. | | | | that the credibility and trust of the airline is |
| Most people want to do business with people that | | | | questioned. Jokes are made about its inefficiency |
| they like. One way of building relationships are | | | | and safety record - although there is no negative |
| through your personal branding, differentiating | | | | record to support those rumours. Not all |
| yourself from your competitors by being you, and | | | | organisations have a uniform - but there is |
| allowing that uniqueness to shine. You are also the | | | | definitely an underlying code of dressing |
| package, just like a product. What does your | | | | particularly in the corporate environment which is |
| package look like? How's the design, colour and | | | | smart, polished and professional. Now having said |
| look? What message does your personal image | | | | that it doesn't mean we all need to look and dress |
| send?Your image is a bit like the weather. People | | | | the same. By understanding the brand qualities |
| notice when it's extremely good or extremely | | | | you want to project with the work you do and |
| bad. In person how you shake hands, make eye | | | | the customer you want to attract you can create |
| contact, how you conduct yourself in social | | | | a look that is suitable, creative and stylish to help |
| situations and the clothes you choose to wear | | | | you stand out.To begin, write down some |
| help to build your personal brand. You need to | | | | adjectives of the type of person or brand you |
| take care of the details.Your clothes, appearance | | | | would like to be or project. Think of yourself as |
| and grooming really are the external image of | | | | the product you are designing a package for. Cut |
| your brand. What image are you projecting?If we | | | | out and collect some words, images and colours |
| look at famous brands and the "look" they | | | | from magazines. Cut out images of clothes and |
| project through their people, Virgin Blue, in | | | | shapes that appeal to you and reflect the words |
| Australia as an example, has a strong corporate | | | | you have chosen for yourself. Create a brand |
| image of being friendly, fresh and cheeky. Qantas | | | | portfolio of ideas and visual examples. Establish a |
| on the other hand has an image that is far more | | | | strong visual image that is your blueprint. As you |
| conservative, more corporate. Both companies | | | | do this exercise you will begin to discover your |
| spend millions on getting their look right. Not just | | | | style and what appeals to you. This is your logo - |
| the external branding of logos and signage but the | | | | your own personal brand. It is a very useful |
| uniforms and image of the people within the | | | | exercise as you can now take your brand |
| organisations.Everything is totally co-coordinated | | | | portfolio to an image consultant or a |
| from the outfits to the shoes, hosiery, earrings | | | | photographer, graphic designer, web designer or |
| and luggage - it's a coordinated professional look | | | | any other consultant who is helping you to build |
| as they can't afford to have anyone in those | | | | the brand and image of your business.Begin to |
| companies presenting negatively. Jetstar on the | | | | think and feel your new brand image and live your |
| other hand have a completely different image. It | | | | new image until it becomes part of you. |