In the same way, experts recommend that we all adopt a type of branding strategy at the onset of a new endeavor or stage in our lives, to ensure that it develops over time in the way that we want.

Important elements of your personal brand

Your brand is the value you project to your audience – who may be your clients, business colleagues, employers, and indeed everyone involved in your day to day life. Personal branding consists of important elements – in the same way as corporate branding uses a brand name, logo, design and marketing paraphernalia to create a positive image and response.

These elements include the following:

Personal appearance: The right appearance evokes a positive response and good impression among the people you deal with. This includes grooming, hygiene, hair, the use of colour, attractiveness and in the case of women, careful application of makeup.

Personality: People gravitate towards those whose personalities reflect their aspirations or suit their own objectives, which is why personality development is an important aspect of personal branding. How you come across is dictated by intangibles that define you such as your values, goals, identity, demeanor, social skills, etiquette, civility and observance of protocol.

Competencies: Your personal brand should also bear a promise of quality skills which include your cognitive, business, communication and technical skills. Your skills set indicates your ability to perform well in your field, so great care should be made in emphasizing appropriate skills and developing them as you grow in your career.

Benefits of creating a personal brand

A strong personal brand allows you to stand out in a crowd and be noticed, a ‘must’ in the increasingly competitive career and business world. In many cases, it also brings about positive benefits that are often life-changing such as:

• Vibrant personality
• Consistent professional image
• Increased self confidence and self esteem
• Personal and career goals achievement
• Work and business success and
• Sense of fulfillment

Putting together all the elements of a powerful personal brand should be part of a strategy that an image consultant or coach can devise for you. To develop your brand, you may have to do some or all of the following:

• Plot a marketing timetable
• Improve your appearance with a style makeover
• Polish your moves with business and social etiquette tips
• Use branding tools such as the business card, website, CV and resume, portfolio, press kit, signage, letterhead, and email messages.

Most people like to think that employers, colleagues, clients and the public are not concerned with personal branding when dealing with you. However, it is as important to your personal success as corporate branding is to a company or business, and your best product is yourself.

Professional image consultants are experts in personal branding and can advise on the steps you need to take in order to present the best ‘you’ possible.

What is a corporate brand

A brand is used to identify your products, services or any other offering to the public. Its main purpose is to increase an awareness of your business, company or products in the market using a logo, name, slogan, business cards, stationary, marketing paraphernalia, and even your employees. Successful companies already realise the value in creating and developing a corporate brand; they understand how it can evoke instant recognition, strong reactions and generate positive impressions.

Brand factors

Good brands become intangible assets of companies and have the following characteristics:

Originality: A unique design makes a brand easily recognizable in the market, attracts the attention of your target audience and creates lasting recall. Strive for originality not only in the brand name but also in your business cards and stationary, as these items are often exchanged in the course of communication. Originality should also be tempered by practical considerations as in the case of irregularly shaped or designed business cards that may not fit the usual card holder or case.

Global branding: Considering the increasing global reach of products and services, your company name, logo or slogan should have universal appeal or acceptance and not stir controversy or run into conflict with a particular culture. Global branding means that your business is prepared to reach a wider market.

Simplicity: White space as opposed to cluttering is important in successful brand designs as it is equated with luxury, while the opposite is evoked in one that is more complicated or “busy”. As proof, some of the world’s most recognized logos like Microsoft and Apple are simple yet distinctive. It is only in rare instances when you consider an energetic market or product that your logo can carry a more creative edge. Branding tip: Invest in a good designer for your logo and tagline.

Consistency: Brand recognition can take time to develop and is best achieved with consistent use. Because of this, it is recommended that you adopt the same brand on all your company’s activities, from communications, customer service, promotions, marketing campaigns, corporate events, products, services and other offerings where your company connects with the public.

Very importantly these days, corporate branding should be reflected in a company’s website. With the increasing role of the Internet in daily lives, traditional marketers now acknowledge that a branded website can be a powerful marketing tool for any business. With a carefully planned and designed site, you can easily convey your corporate brand to a massive audience consistently.

Consumers deserve excellent customer service, it is what they are paying for, and it should not rate fanfare or reward. Delivering ‘extraordinary customer service’ however, is the key to assuring customer loyalty, and the type of new business that you cannot put a price on – personal referrals.

Keys to Extraordinary Customer Service

It Starts At The Top

Managers must be able to lead by example, starting with the way they relate to their staff. They should be able to demonstrate how highly they value customer service, and clearly outline any procedures and attitudes that employees must practise.

Improving your service policy includes learning about your customers’ values, what the common issues are and determining the best solution for each. Promote teamwork among your staff by communicating your goal of providing extraordinary customer service and plan of action to them.

The right employees

Human resource management, starting from selection of employees, should be consistent with your customer service standard.  And not just the people who regularly interact your clients, buyers and the public – but those who support them in the office, warehouse or transport areas as well.  They all represent your company in all its dealings, including with suppliers, and need to support each other to achieve a cohesive company face to the world.

Emphasise qualities such as:

• friendliness
• willingness to ‘go the extra mile’
• courtesy
• genuine interest in the needs of people
• patience
• understanding and empathy
• knowledge of company’s products and services as well as of the customer’s circumstances
• appreciation for customers and clients

Empowered personnel

Areas of concern raised by clients will vary and require different courses of action. While it is best to identify potential issues and prescribe solutions in advance, you should still allow your staff considerable leeway to assess a situation and exercise his or her own judgment in choosing the appropriate response.

For example, you can authorize your employees to offer refunds, replacements or vouchers in specific circumstances, without going through a process of technical support, managerial authorisation etc. Fast resolution of a problem will speak volumes and demonstrate to your customer that their concerns have been heard and actioned.

In more complex situations, your clients should feel comfortable in contacting your company, knowing that someone will take ownership of your problem until it is resolved, rather than being transferred between departments.

Another way to get your personnel involved is by making each of them responsible for ensuring that the customer experience is special. An employee who is committed to providing extraordinary customer service will go out of his way to ensure this.

You should also be able to practise a system of rewards for exemplary performance and invest in further training to maintain extraordinary customer service.

Staff who are happy in their work, who understand and embody the company’s service philosophy, make it easy for a business to deliver extraordinary customer service.

Quality assurance

Large organisations undertake constant evaluation using data from sales and customer service departments to extract a measure of how effective their procedures are and which areas need improvement. Software and advanced applications are often used to collect, analyze and disseminate the information showing the current state of service and areas that need further improvement.

However, there is no better gauge than returning customers, repeat business, personal referrals, and, as a result, more business.