BRANDING YOUR DEPARTMENT : WHY IT S IMPORTANT TO YOUR EMPLOYER

Transcription

1 BRANDING YOUR DEPARTMENT : WHY IT S IMPORTANT TO YOUR EMPLOYER April 22, 2013 Cynthia Lewis Ed.D; Senior Training Analyst, San Diego County Regional Airport Authority

2 Agenda What is branding? Brand characteristics and dimensions Results of the pre-conference survey and discuss Exercise Tools to help you build your department s brand

3 Brand Definition A brand is a perception or emotion, maintained by a buyer or a prospective buyer; describing the experience related to doing business with an organization or by consuming its products or services. McNally, D. & Speak, K Be Your Own Brand. Berrett-Koehler Publishers, Inc. San Francisco, CA. or Your department s brand is a perception or emotion, maintained by somebody outside your department, that describes the total experience of having a working relationship with your department.

4 Why should it matter? Vision Statement Mission Statement Values Indicator of how well you deliver on all the things you say you are It shifts the focus off of you and on to the consumer of your services

5 Brand Characteristics Distinctive: they stand for something Relevant: what they stand for connects to what someone else considers to be important Consistent: people come to believe in a relationship based on the consistency of behaviors they experience or observe. McNally, D. & Speak, K Be Your Own Brand. Berrett-Koehler Publishers, Inc. San Francisco, CA.

6 Distinctive Meeting the needs of others while staying true to your values. McNally, D. & Speak, K Be Your Own Brand. Berrett-Koehler Publishers, Inc. San Francisco, CA.

7

8 Relevant Relevance is something we earn by the importance others place on what we do for them and by their judgment of how well we do it. McNally, D. & Speak, K Be Your Own Brand. Berrett-Koehler Publishers, Inc. San Francisco, CA.

9

10 Consistent Consistency is the hallmark of all strong brands. Inconsistency weakens brands and suspends belief. McNally, D. & Speak, K Be Your Own Brand. Berrett-Koehler Publishers, Inc. San Francisco, CA.

11

12 Building Your Department s Brand

13 Three Dimensions of a Strong Brand Competencies Our Role with Others Standards How we do it BRAND Style Way we relate to others McNally, D. & Speak, K Be Your Own Brand. Berrett-Koehler Publishers, Inc. San Francisco, CA.

14 Competencies The role you play for another The things you need to do capably just to meet someone s basic expectations Examples: Business Partner Director Manager

15 Standards Focuses on the way you deliver competencies The level of performance you are willing to adhere to consistently Standards are often measurable Standards can be defined objectively Examples: Well-prepared Timely Collaborative

16 Style Brand s personality It s subjective Emotional image developed over time Examples: Enthusiastic Direct Outgoing

17

18 Survey Results

19 Human Resources Indispensable Innovative Committed Hardworking Responsive Creative Results-oriented Talented People-centered Lean Industrious Challenging Efficient Flexible Understaffed Caring Busy Personal

20 Finance Necessary Outdated Essential Consolidated Proactive Outsourced Helpful Unqualified Assistance Overworked Friendly Knowledgeable Adequate Understaffed Large Overburdened Responsive Procedures Small Cumbersome Strategic Evolving Slow Ineffective Conservative Minimalized Available Reactionary People Services Benefits Administration

21 Business Information Technology Well-meaning Creative Responsive Overloaded Helpful Unmanaged Average Engaged Forward-thinking Anti-service

22 Are you surprised by the results? Is the perception of your department, by others, consistent with the brand you are trying to build?

23 Exercise Circle 3 or 4 problematic words Determine which dimension they are: competency, standard or style. Is one dimension more prevalent in causing perception inconsistencies? Share with the group Competencies Our Role with Others BRAND Standards How we do it Style Way we relate to others

24 Tools for Building Your Department s Brand Step One: Identify the areas where your competencies matter what role(s) do you play? Step Two: Examine your Standards how do you want the competencies delivered? Step Three: In which way what is your style?

25 Thank You for Attending Cynthia Lewis, Ed.D. San Diego County Regional Airport Authority San Diego, CA p