Pre-Work Instructions & Goals

Transcription

1 READ THIS FIRST! Pre-Work Instructions & Goals This package contains a few activities to prepare you to participate fully in our upcoming workshop: BrandYou : Inspired Performance Enclosed you will find: A letter from Tom Three activities with specific goals: 1. Know Thyself: complete a personal inventory to help you discover what makes up your own default brand. 2. Know Thy Organization: define your organization s brand promise. 3. Know Thy Public s Perception: learn how others see your brand by asking them to complete a simple assessment. These should take a total of three hours or less to complete. They will help you get into the brand mindset and do some exploration that will make the workshop more productive. any questions to annecarter@tompeters.com.

2 Our expectations for the BrandYou : Inspired Performance workshop are straightforward. Upon completing this workshop, you will be able to: 1. Identify and explain the value of brands and branding in the New World of Work. 2. Understand your organization s brand promise and how to deliver on that brand promise in a way that is personally satisfying. 3. Design a personal brand strategy a.k.a. build your brand that helps you thrive and be an inspired performer in your organization and your career. 4. Use your brand to create greater distinction for you, your projects and your organization. Welcome aboard! We look forward to being with you! tompeterscompany! 2000

3 Dear Brand You, Inspired performance in the new world of work will ensure that you and your organization build a successful brand. Why should you care? Because a strong personal brand will enable you to have better relationships with your customers, do more meaningful work, and make a difference in the world. Delivering on a meaningful brand promise brings greater value to you and your customers. What s the big deal about brands? Why are we saturated with them every time we turn around? I define the term brand as: Talent Distinction Excellence Emotional Signature Trustworthiness Identity Shorthand Consistency This applies to your brand as an individual, to your departmental or team brand (if you re part of one), and, of course, to your organization s brand. In the life of ALL organizations today, all three levels of brands are increasingly important to customers. They want to do business with companies, departments, and most of all people, who do what they promise with greater and greater distinction. Distinction equals survival. This is your wake-up call: brands should be of the highest importance to YOU. We believe that in today s world you gotta be DISTINCT distinctly talented or you are in danger of rapidly becoming EXTINCT! This workshop will focus you like a laser beam on discovering the technicolor excitement of defining, designing, and living your brand. Cheers, Tom Peters

4 BrandYou Inspired Performance Personal Inventory Know Thyself: A personal inventory to help you discover what makes up your default brand

5 Instructions: Prepare for Brand You : Inspired Performance by completing this brief inventory. This inventory will help define your current world view, and provide you with some insights on how others perceive you, as we prepare to look at how you build your personal brand i.e. distinction and inspired performance. For each area of your life that follows, we're asking you to answer two questions: 1) the greatest lesson you've learned thus far in this arena 2) how you think others perceive you here you can get at this answer by simply anticipating what you think the answer might be, or by asking someone who can provide you with an honest answer!

6 Connections What is one of the greatest lessons you've learned through your family and relationships? How would someone who's had a great influence on you or been very close to you, family or loved one, describe the essential you?

7 What is one of the greatest lessons you've learned in your community? How would someone in one of the communities you are part of (town, religious, extracurricular) describe you? Community

8 Work Groups What is one of the greatest lessons you've learned through working with people? How would someone who works with you characterize your approach or style of working with others?

9 What is one of the greatest lessons you've learned in your career? How would others describe your greatest talents, knowledge and skills? Work/Career

10 Clash What is one of the greatest lessons you've learned from dealing with conflict and crisis? How would someone who knows you describe the way you handle crisis or confrontation?

11 What is one of the greatest lessons you've learned from innovation or progress? How would someone who knows you characterize your approach to innovation? Innovation/ Progress

12 Avocation/ Passionate Pursuits What is one of the greatest lessons you've learned from the things you love to do? How would someone who shares this pursuit or avocation, or witnesses you pursuing it, characterize your approach to this avocation?

13 What is one of the greatest lessons you've learned in your childhood? How would someone who knew you well in childhood describe you in "a snapshot"? Childhood

14 Transformation What is one of the greatest lessons you've learned from risk or transformation? How would others describe your approach to change or risk taking?

15 Notes:

16 Notes:

17 BrandYou Inspired Performance Know Thy Organization Every organization, company and institution has a brand message that serves as a promise, implicit or explicit, of what its customers can expect. Often, that brand message appears as a tag line in marketing communication. For instance: Brand Promises Nike: Just Do It Siegelgale: Ideas That Transform Red Envelope Gifts Online: Meaningful Gifts Online Bristol Myers Squibb: Hope, Triumph & the Miracle of Medicine Samsonite: Worldproof tompeterscompany!: Inventing the New World of Work Identify your organization s brand promise. Please do some informal research before the workshop on your organization s brand promise. Come prepared to discuss your findings. Please bring a piece of marketing collateral (an ad, brochure, business card, printout of your website s home page, etc.) that exemplifies your organization s brand promise. That s all! tompeterscompany! 2000

18 BrandYou Inspired Performance Know Thy Public s Perception Ask someone you know and trust to give you four words or phrases that summarize your personal brand (i.e. your reputation what you stand for and what you are known for). Then bring this with you to the workshop. words tompeterscompany! 2000

19 BrandYou Inspired Performance Know Thy Public s Perception Ask someone you know and trust to give you four words or phrases that summarize your personal brand (i.e. your reputation what you stand for and what you are known for). Then bring this with you to the workshop. words tompeterscompany! 2000

20 BrandYou Inspired Performance Know Thy Public s Perception Ask someone you know and trust to give you four words or phrases that summarize your personal brand (i.e. your reputation what you stand for and what you are known for). Then bring this with you to the workshop. words tompeterscompany! 2000

21 BrandYou Inspired Performance Know Thy Public s Perception Ask someone you know and trust to give you four words or phrases that summarize your personal brand (i.e. your reputation what you stand for and what you are known for). Then bring this with you to the workshop. words tompeterscompany! 2000

22 BrandYou Inspired Performance brand: The unique identity and quality of something. In the case of BrandYou : Inspired Performance, to impress unforgettably upon one s mind. That which differentiates you from everyone else in the marketplace. brand promise: The explicit or implicit message of what your customers can expect from you. Your credo. campaign: The ongoing, coordinated, conscious set of activities designed to engage others with your brand. icon: A picture, image or other representation. model: A simplified representation of a system or phenomenon. personal brand equity: The sum total of the value of your reputation. portfolio: A collection of something. In the case of BrandYou : Inspired Performance, project or work that is evidence of your distinctiveness. reframe: To refuse to take anything as it is, and instead, to reshape, reinterpret, design a new approach. target market: The main audience you want to affect and work with. unique economic distinction: What makes your product or service distinct. value chain: The logical progression of steps in building value, whether for a person, project or enterprise. tompeterscompany! 2000