Sue Currie Blog

I’m just about to go off to a business networking event. I love networking, meeting people and building relationships. I go along to as many events as I can manage – while running my business at the same time. I’m also mindful that going to “everything” is not always the best use of my time. Networking is a powerful way to build your personal brand but I suggest choose to be involved with the right networks for you and your business. 

People like to do business with people they like and trust so it is vital to build strong rapport and relationships with those we hope to do business with. Networking is a really effective way of meeting people and just getting to know each other. 

You don’t have to go to every networking event in town – it might not be the best use of your time and money. Initially choose the appropriate networks where you are likely to meet your target market. Or if you are new to networking go to an event of like-minded people where you will feel comfortable.

I had a meeting with a client yesterday to discuss a presentation around the personal brand attribute of visual communication.

She remembered back to a college training workshop on professional presentation and a line that has stayed with her – dress where you’re going not where you’ve been.

Your appearance does label you – so it’s important to get your label or brand image right. Whether starting out in your career or CEO, people make judgements based on your external look. Why do you think so many organisations have a uniform? Because it reflects the appropriate brand image of that company. Can you develop a “uniform” or style that reflects your personality and the work you do but at the same time is appropriate and professional.

I did a TV commercial yesterday. Haven’t done one for years but the opportunity presented itself and I thought why not. I spent many years modelling and did some acting in my early years before I worked in television which ultimately led to my career today.

 
So why am I sharing this with you and what’s it got to do with personal branding? Well it is part of who I am – a performer and communicator. I felt very comfortable on set – even though it was freezing cold and I was in a summer shirt! I understood the terminology used by the director. Knew how to face the light for the DOP. Kept my face still for the make-up artist and gave great eyline and motivation to my fellow actor who was doing his very first commercial.

It is also part of what I teach others when I run workshops and executive coaching around communication and standing out. For me it was an opportunity to refresh my skills, walk my talk, and do something simply because I enjoy it.

That is what Sir Richard Branson says, “Be Visible”. It’s one of his top tips to business success.

“A good leader does not get stuck behind a desk. I’ve never worked in an office – I’ve always worked from home – but I get out and about meeting people,” says Branson.

Networking, being seen and building relationships are important aspects to building a personal brand. All too often we get caught up with the day-to-day aspects of running our businesses or doing our job. I know I do. But I’m also conscious that I need to get out and meet people often whether it’s through networking events, attending courses or speaking engagements. And especially so if you work from a home office. (Who would have thought Richard Branson worked from home!)

Get out in the real world, meet people and build a business through networking like the fabulous Robyn Henderson, www.networkingtowin.com.au  a successful business woman, leading speaker and writer who never makes cold calls – just networks.  I think I’ll try that!

I’m going to a function next week at the Pineapple Hotel, Kangaroo Point – where else but Queensland. Which got me thinking, aren’t they great names? Perhaps a bit kitsch and quirky but certainly memorable.

So what’s in a name?  A lot I’d say.    

I read in one of Scott Ginsberg’s books about the trend at the moment toward unusual names.  There’s Google, Bing, Ning, Yahoo, Nike, FedEx, twitter amongst others. These are not regular names but because of branding and positioning have become part of our language.

Can you come up with something for your business? Of course I know you wouldn’t dream of being J & K Associates or P.T. Brothers because you would just blend in. Wouldn’t you rather stand out and be known for something?There are lots of successful brands that use their own name. You don’t have to be a movie star, famous business person, Tiger, Trump or Oprah to create a strong reputable (or disreputable) brand using your own name.

I like the name Shine – it has been my business name for quite some time and I think it sums up what I do – helping others to shine through establishing their personal brands. Shine is my product but may change over time.  I might add other products or services. Sue Currie is who I am though and the name I choose to build my personal brand.  What do you think?  Are personal names the way to go or unusual names?

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In my work as a personal branding consultant I am often asked to advise on corporate image and wardrobe for professionals. On one occasion I was given a brief by a very large financial services organisation. They wanted to address the problem of “too casual” saying that skimpy shoe-string strap tops and wearing thongs to work were quite normal.  How could they fix that?  Well I did talk about the inappropriateness of that in my speech but also advised that they needed a really definite dress code policy for employees. How do people know what is expected if you don’t tell them?  And if you’re an employee it is your job to ask what the dress code is and observe how the senior, more successful people dress.

Your dress code should be written out and given to all employees when they sign up for their new role. It should clearly state:

The overall brand image of the organisation.

Guidelines to business dress. What is appropriate office wear? Also what is expected when meeting with clients?

Guidelines to casual Fridays including policy on jeans if appropriate; what is accepted and what is not.

Footwear

Jewellery and accessories including body piercing

General appearance including grooming

Safety wear if part of your industry or clients

Remember if your outfit could speak – what would if say about you and
your company?  If you need any assistance with image or dress code policy please contact us.

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This is the final of your B R A N D   P L A N....

N is for Noticed – Have you attracted notice? This is where you evaluate and measure if your plan has worked? After it’s all over, look back at your objectives that you so carefully wrote out. Were those goals achieved?  Have they been met?  Did you get 50 new customers? How about those articles you hoped to get in the newspaper? Did you get that promotion you so carefully made a brand communication plan for? This is where you look back and see what you’ve achieved and did you get value for money. Perhaps you need to do more of the same to achieve your next goal or evaluate what you could do differently.

I invite you to read the previous posts and let me know your thoughts on the brand communication plan to help raise your profile.

Action – Implementation

This is where you work out how you’re actually going to do everything you’ve planned for your brand communication plan. Put a time line into place. What needs to be done to make it all happen?  Well let’s work backwards on our timeline. Say we set an end date for end of February, 12 weeks from now. And let’s say our objective is to hold an open day at your premises attracting 50 potential new customers. By week 11 you would need your rsvp’s in. So about week 8 you’d need to send out invitations. Therefore allow a couple of weeks say week 5 to get invitations printed…week 4 start to compile a list of 200 …week 3, need to make sure the design is done…week one,  who do know already to invite? And so on for all the tasks associated with your communication plan. Come up with a detailed plan of action, a work in progress (WIP).

Let’s now continue our B R A N D   P L A N

Ledger – the budget – how much is it going to cost?

Public relations is a great way to launch your product , service or YOU. You don’t always have to advertise. PR is certainly cheaper than advertising but not necessarily free. You do need to allocate some funds toward a communication campaign.

How much will new brochures cost? What about a post card mail out to your database?  Will you hire someone part time to help you? Maybe it’s new photos or a new wardrobe you need to raise your personal image.

You need to look at the resources you have to put towards this project. If its $5,000, how can you effectively use that money? It might be that you spend $2,500 on brochures and $2,500 on publicity –  perhaps getting someone to send out a media release. Then measure it. See what gets the most effective return on your investment by asking people how they found out about you.  

P is for Your PR and the tools to use to reach your target. This is the ‘how to do it’ part. Here you detail exactly how you are going to reach your target public with your message to achieve that desired outcome you’ve already set – those smart goals. So what tools are you going to use?

There are hundreds of ways of communicating with your target public. Publicity and sending out a media release is one. Also sponsorships, having open days, or special events; community meetings, shopping centre displays, launches, letter box drops with brochures, networking or volunteering at your company, to name a few. As an example if it is an open day at your factory to achieve 50 new customers, what tools would we use? Perhaps an invitation hand delivered with some sort of gimmick, perhaps some publicity in the local paper, setting up a creative media photo opportunity or sending out a newsletter to current customers. For your desired outcome, list 4 or 5 communication tools or strategies to help reach your objective.

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