2.1 brand your promise - handout
DESCRIPTION
Mona Sabet delivers presentations on career development focused on women professionals. This slide deck explains the idea of a personal brand and how to think about building yours.TRANSCRIPT
© 2014 mona sabet
Brand
(Your Promise)
mona sabet
1
© 2014 mona sabet
What are we talking about here?2
Judgments
Reactions
Emotions
Beliefs
© 2014 mona sabet
3 Why are we talking about this?
According to New York University, Graduate School of Business, people
make 11 decisions about us in the first 7 seconds of contact.
(1) education level
(2) economic level
(3) perceived creditability and believability
(4) trustworthiness
(5) level of sophistication
(6) sexual identification
(7) level of success
(8) political background
(9) religious background
(10)ethnic background
(11)social and professional desirability
© 2014 mona sabet
4and once a judgment is made
it takes >10 oppositeinteractions
before you will change their
minds
© 2014 mona sabet
5
Judgments
Reactions
Emotions
Beliefs
= your personal brand
a promise of
what you will be
what kind of experience you offer
© 2014 mona sabet
but the good ones all have one thing in common
6 Different Brands offer Different Promises
© 2014 mona sabet
The strongest brands offer something
DIFFERENTDIFFERENT ≠ BETTER
DIFFERENT = DIFFERENT
7
© 2014 mona sabet
The Elements of Your Brand
What you stand for
What you deliver
How you make me feel
8
What you look like
What you sound like
How you sit, stand, talk
© 2014 mona sabet
Write the elements of your brand
A fashion specialty chain with renowned services
9
“We pursue perfection, so
you can pursue living.”
Providing the world with the
food they love, at a great value.
© 2014 mona sabet
Brand Considerations
Consistency of experience builds a brand
Distracting detractors drag it down
Intentions ≠ perceptions
10
To really understand your current brand, the most important
question to ask others is
“How do you experience me?”
© 2014 mona sabet
Brand Hints
I can’t believe you’re here on time!
What’s the status of the project?
Did you get my message?
Shouldn’t you be writing this down?
What are you working on?
Why are you smiling?
Just decide. I trust you.
Can you help me figure out how to phrase this?
I need you there.
I love your xxx. Where did you get it?
11
© 2014 mona sabet
The Gender Twist12
© 2014 mona sabet
Bad Brand Habits I’m sorry…. I’m not sure but…
Every sentence sounds like a question
My voice is high pitched, quiet, quivering, never heard
My hand is sort of up, sort of not
I sit small
“I’m not really all that sophisticated, successful, important…”
What you choose to show and tell me is your CHOICE
13
© 2014 mona sabet
More of the Same I get *** done
I have integrity
I am an expert in…
I am responsive
I am collaborative
I’m dependable
I am trustworthy
I am a good communicator
Different I am courageous
I can read your mind
I know everyone that matters
I can anticipate your next move
I am too large to be ignored
I create breakthroughs
I am an influencer
When I’m passionate about
something, I roar!
14 Strong Brands / Strong Experiences / Strong Language
© 2014 mona sabet
STRONG BRANDS
BUILD
Freedom &
Followers
15