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