Presentation delivered at the Cardiff University Library Staff Awayday 15th June 2012

2. what is a brand?
 logo
 trademark
 visual manifestation
 strap-line / tag-line
 a brand is a collection of
thoughts and feelings
that customers have
about a particular
product or service

3. why branding is important
 recognition
 differentiation
 loyalty
 relevance
 focus

4. exercise 1

5. exercise 2

6. visual literacy
 tv advertising
 growth of printed materials
 the media
 the internet
 within three seconds of seeing a person for
the first time we have decided their:
• social status, politics, education, religion,
sexuality, friendliness / approachability, aptitude

7. sensation transference &
impression management
People trust what they see before they trust what they
hear, touch, feel, taste (Louis Cheskin)
People give an assessment of something they might buy … without
realising it they transfer sensations or impressions that they have
about the packaging of the product to the product itself … most of
us don’t make a distinction – on an unconscious level – between
the package and the product. The product is the package and the
product combined (Malcolm Gladwell, Blink, 2005)
A process by which people in social situations manage the setting
and their dress, words and gestures to correspond to the
impressions they are trying to make or the image they are trying to
project (A definition of Impression Management – The Presentation of Self in Everyday
Life, Erving Goffman)

8. personal branding is …
 authentic
 consistent
 my definition:
“personal branding unites your
passions, strengths, skills, behaviours, attitudes
and core values in a focussed message. It makes
you instantly recognisable, differentiates your
uniqueness, builds a loyal following and makes
you relevant to your target audience”

9. alignment
the 4 Vs principle©
 values
who you are, what you believe in, your
actions and intentions, your USP
 visuals
your behaviours / body language,
appearance, colours, shapes etc
 vocals
your voice, message, your presentation
skills, networking skills
 verbals
Blog, social media, articles, books,
e-zines

10. values
 who you are
 what you believe in
 your actions and intentions
 your USP

11. exercise 3

12. visuals
 your body language
 the way you dress
 the colours you use

13. first impressions
38% tone pitch and
55% appearance pace of your voice
and body language
7% words /
content

14. ongoing perception
10% doing your job
30% the quality of
the work you
produce
30% appearance
and body
language
30% being seen
to be doing a
good job

15. exercise 4
what’s your
favourite colour?

16. the language of colour
 red – romantic, sensual, danger
 orange – fast, young, frivolous
 yellow – vitality, health, cowardice
 brown – robust, earthy
 blue – cool, authoritative, melancholy
 green – earth, calm, sickly
 purple – thoughtful, rich, aloof
 white – clean, innocent, sterile
 black – powerful, sophisticated, death

17. vocals
 your voice
 your presentation skills
 your networking skills

18. exercise 5
what do you do?

19. verbals
 blog
 social media
 articles
 books
 e-zines

20. the old vs. the new
 the old
• closed
• selective
• controlling
 the new
• open
• random
• supportive

21. how’s your
online
reputation?

22. consistency
 all interactions need to reflect your personal
brand identity
 ‘brand ambassadors’

23. why the 4 Vs Principle© works
 it enables employers to see you as a potential
employee
 it differentiates you from your colleagues /
competitors
 It encourages employers and customers to
become (and remain) loyal
 it enables others to understand you and buy into
your core values
 people will see that what you have to offer is
relevant
 It allows you to focus your personal marketing
message

24. exercise 6
action steps

25. what next?
 sign up for my free newsletter full of hints and tips at
www.kathyennis.co.uk
 talk to me about my mentoring programme designed
to boost your career
 keep me in mind for future training and conferences

26. thank you
Kathy Ennis
020 8926 0331
kathy@kathyennis.co.uk
www.kathyennis.co.uk
@kathyennis
/in/kathyennis
/KathyEnnisYourBrandIsYou