Importance of Personal Branding in context of Agile Excellence
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Why branding yourself is really important in context of achieving excellence in Agile software development. What does "integrity" mean? What does it mean to get things "done-done"? This presentation ties this all.
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Importance of Personal Branding in context of Agile Excellence
- 1. Insights into Branding Why you need to *brand yourself*! What does it take to be a *good brand*? Prepared by: Rahul Dewan Srijan Technologies Pvt. Ltd.
- 2. What the heck has this got to do with Agile? Agile value systems – TRUST TRANSPARENCY DISCIPLINE CLEAR AND HONEST COMMUNICATION FEEDBACK <--> CONTINUOUS IMPROVEMENT Srijan Technologies Pvt. Ltd.
- 4. Managing a “Brand” The most difficult thing to crack in running a good company It is touchy-feely, and an “art” more than a science Srijan Technologies Pvt. Ltd.
- 5. Brand advantages Brand is a “moat” around the company There is predictability of a “sales pipeline” Good branding gives a company “pricing power” Attracts the right people Srijan Technologies Pvt. Ltd.
- 6. What characterizes a brand? What if they were a person? What would they look like? (eg: not fat/ thin; but attributes like young/ caring/ calming, etc) What would they be wearing? What would be their *values*? Think of words that come to your mind while you portray these brands as people! Srijan Technologies Pvt. Ltd.
- 7. Exercise Time! Let's portray these brands as people!
- 8. What characterizes a brand – Maruti Dependable Affordable Safe Reliable (even if it breaks down there will be a service center nearby) Functional Middle-Aged Srijan Technologies Pvt. Ltd.
- 9. What characterizes a brand – Toyota Quality Dependable Functional Not flamboyant Safe Affordable (affordable luxury!) Srijan Technologies Pvt. Ltd.
- 10. Insights – Toyota and Maruti Common value systems? :-) Globally Toyota struggled launching “luxury” cars; Maruti is not known for a Sedan/SUV, but for “small cars” Toyota in India – found brand value systems captured by Maruti They, therefore launched with “Qualis”, then “Innova” -- to target the commercial vehicle systems Liva, even Etios in the upmarket small-car / sedan – has been introduced in 2011, after several years in India Srijan Technologies Pvt. Ltd.
- 11. Tata vs Reliance Tata Reliance ➔ Trust ➔ Not trustworthy ➔ Reliable ➔ Manipulative ➔ Mature ➔ Street smart ➔ High ethics ➔ Will do anything to ➔ Solid make money ➔ Dependable ➔ Will deliver shareholder value? ➔ May not be efficient or high quality Srijan Technologies Pvt. Ltd.
- 12. “You are the chief marketing officer for the brand called *you*, but what others say about your brand is more impactful than what you say about yourself.”
- 13. So how do we judge a brand? How come we think all form such opinions? Is it from their advertisement alone; the image they project? Or what we read and judge about them? By how their employees feel? What is their employees' conviction in the product / company while selling? By how their 'leaders & managers' live and behave? And by what they say in media during times of crisis? How do we judge the character of the organization? Srijan Technologies Pvt. Ltd.
- 14. Walk the Talk! External belief in the brand has to be backed by “each action” that you take Both “internal” and “external” stories are essential – to make the story consistent Internal belief and actions consistent with this belief system makes the external belief (or brand perception) true! Srijan Technologies Pvt. Ltd.
- 21. How we live our lives is an exercise in branding!
- 22. So, who are you going to be?
- 23. Insights into Branding Prepared by Rahul Dewan www.srijan.in Twitter: @rahuldewan Learnings and insights to based on interactive session led by: Mohit Satyanand, visiting faculty at www.CIAM.in - a learning program for business owners and entrepreneurs Thank you! Srijan Technologies Pvt. Ltd.