Learning from Brands of the World

I had the opportunity to spend the past two days with branding and marketing experts from around the world at the Global Brand Forum Malaysia.

Today I will share with you what I learnt from Joanne Ooi, also known as the “Turnaround Queen” for China’s first luxury brand, Shanghai Tang. This lawyer-turned-fashion maven took a luxury Chinese brand from clichéd to fabulous and raised the status of “Made in China” to a whole new level.globally.

So how did she achieve that in the plethora of choices available at just about every corner of a shopping centre in any major city of the world? In short, what makes a brand a Brand? Says Joanne, The high end consumer is definitely looking for an emotional connection to the shopping experiemce. Why do we yearn for that Louis Vuitton bag or that pair of Jimmy Choo shoes?

 Idiosyncracy, humanity, personality are to be cherished. The customer seeks a dream, rather than a collection of products pre-ordained by what sold best the last season.

 Customers are looking for identification and aspiration. That’s why it’s important to stick to a clear message when you are a brand.

 The customer regards the best brands as unfailing dispensers of a certain philosophy of beauty, luxury, experience when you shop within their walls. Says Joanne, do not disappoint that customer!

A brand is often seen as an “oracle of wisdom”, the club that one aspires to belong to.

How can we learn from these lessons as we move on the path of developing our own personal branding?

As I’ve always stressed, the three keys to branding yourself successfully is Clarity, Consistency and Authenticity.

Starting with authenticity first, the undeniably best way to remain authentic and true to yourself as a brand is to build it on the premise of your personal Passion, not from some beliefs that you borrow from someone else but something you feel truly passionate about. Passion sells. When you have a dream, much like Martin Luther King did, others will buy in to you and your dream.

Next, is of course clarity. You can’t be a personal brand if you are no6t even clear about who you are and what you stand for! And to top that of, you have to be consistent in your message as to what you stand for in every interaction you have with others. Do not disappoint those who believe in you.

In other words, you have to stick to your guns where your personal vision and mission is concerned. The moment you relax and say, never mind, let’s just compromise, then you will lost the trust of those who believed in you.

I learnt this lesson years ago when I was running a magazine for working women. We had a strong vision and unshakeable concept that I was truly passionate about. But I recall at one of our internal meetings, I wavered, and was immediately corrected by one of my staff, an advertising sales executive who had a strong belief in what the magazine stood for. I think that day, I fell many notches down his ladder of respect, something I truly regretted. He’s not with us today, and I just want to digress a moment to say, I loved you Pito, you were a wonderful person and I will never forget you.

Now back to personal branding. What I learnt from the Global Brand Forum is there is really not much difference between branding a product and a person. As long as you have a good product (that’s you) that delivers on what it promises, a great story to tell, a passion that can ignite other people like you, people will want to be associated with you and what you stand for… and that’s when Brand You is born!

Picture is taken from www.shanghaitang.com

Dress for the Occasion

We all know that when a speaker gives an address on stage, his/her choice of clothing is not whatever that was pulled out instantly from the wardrobe. In today’s business arena, image is everything and what a speaker wears is crucial to that image. Often times, I have been asked on what to wear when giving a presentation. To give a more accurate advice, I would need to know the purpose of the meeting, the objectives to be met and the size of the audience. However, here are some tips you may find useful when you are engaged in public speaking generally.

To begin, you must expect your audience to drift on and off from time to time while you speak. To bring them back to you, you will need to complement a strong visual image together with a variation in your speech delivery and interesting visual aids. It is therefore important to realise that different styles of clothes or dress will be required for different audiences.

The Business Presentation

If your audience is small for example, a boardroom presentation, you will have to adopt a softer and less intimidating look. A bright red suit just won’t do in such a scenario. The key is to wear something that will relax your audience. So, women should go for neutral coloured suits and introduce more colour with blouses. The accessories should be kept minimum; a gold and pearl combination looks most elegant. For men, don’t dazzle your audience with bright colours or wild patterns. Keep your suit black or navy blue and instead of wearing a burning red tie, go for calming colours like green, blue or gray. The trick is that if you concentrate the colour near your face, it will act like a spotlight focusing attention on you and what you are saying.

On the other hand, a large audience becomes ‘a theatre’ and therefore requires a ‘costume’. Thus, a navy-suited speaker will not create much of an impact at a conference of 500 people. This will call for the occasion of bringing more colours into your jacket if not the entire suit. Try brighter colours to win your audience’ attention. Remember, it is the colour of your suit and not the bold patterns of your suits.

It will be useful if you can check the lighting of the room before your presentation. If the area where you are speaking is dark, you will need to brighten up by wearing lighter or brighter shades.

When selecting the style of your suits, do take into account of how your body reacts under the stress of giving presentations. If you are the type that moves around when speaking, then be sure your clothes allow plenty of movement. Avoid tight skirts or jackets. Always keep your jackets buttoned when speaking so as to avoid any unnecessary distractions (eg. your bosom, tummy or waist).

Make sure you are well groomed. Women should wear flattering makeup that is not too heavy and have their hair done stylishly. Similarly, men should have a clean shaven look with their hair neatly trimmed and styled.


Appearing on television

The idea of appearing on television can be very daunting. If we watch news interviews or panel discussions, often times, we take particular note of how badly the interviewee can come across in terms of his/her appearance. It is very difficult to concentrate on what is said by someone who is wearing a gaudy scarf, necklace or even tie. Nonetheless, accept the fact that you will look bigger when you appear on TV. So, do not worry when you see yourself on TV; it is the camera, and not you. Read on to find out the following tips to look great for your TV debut.

Remember to wear simple outfits without any distraction from your face. This means you should wear solid colours avoiding black and white shirts or tops. Black tops cancel out your top half, and it makes you look formless. White makes you look pale and washed out. You should also avoid red which tends to ‘bleed’ on camera - the edges run and look fuzzy. Stripes or herringbone patterns can appear to be ‘dancing’ or moving around the screen. A monochromatic blend of colours is the best! Plunging necklines are no-no and again, keep your jewellery or accessories to the minimum.

Makeup is a must when appearing in TV. Most TV shows would have a makeup artist. If not, you will have to put on foundation before you appear in front of the camera. Plus, always complete your makeup with translucent powder to prevent shine.

Remember that these are just guidelines – above all it is important to feel confident and comfortable. Let your common sense guide you on what is right for you while at the same time being appropriate for the occasion.



Article contributed by June Tan, a Certified Professional Trainer (IPMA UK) and founder of Image Coach International Pte Ltd. To find out more about our Personal Branding workshop or image coaching, coach@imagecoach.com.sg or visit www.imagecoach.com.sg
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GUYS – HOW TO LOOK YOUR PROFESSIONAL BEST

Is image important for guys? You bet it is! In his book Reinventing Work: the Brand You 50, renowned author Tom Peters elaborates in great detail why it’s important to transform yourself from an “employee” into a “brand” that shouts distinction, commitment and passion. And when there is a lack of personal information about you, the first thing that people who meet you will to judge you by is your image.

The good news is: Image is the easiest part to take care of. By changing any part of your appearance such as hairstyle, grooming or clothing, you can change the total image others perceive of you. Just how professional you appear to others is determined by your overall physical condition and appearance, helped along by clothing that allows you to state who you are.

The first step to create a professional look is to plan your career wardrobe. You may need to coordinate your wardrobe to create more outfits from your existing items. Determine what you already have that is useful and looks good on you. Get rid of garments and accessories you have negative feelings about. As such, you are in the process of cleaning and straightening your closet. If you plan your wardrobe well enough, you will not need to spend a great deal of money on new clothes. Remember, your wardrobe planning is a gradual process and it is never completely finished as it changes when you change your clothing goals and ideas. For example, a starter wardrobe to meet professional dressing needs would be two suits, two jackets/blazers, three trousers and 10 shirts.

Studies have shown that certain clothes create an air of authority and professionalism to the person wearing them, and here are some suggestions for you to enhance your authority on your job:-

1. Wear quality
2. Wear a jacket, with a long-sleeve shirt, if necessary
3. Wear subtle, sophisticated colours such as navy, dark gray, black etc. If you like bright colours, wear them on tie print or a shirt stripe
4. Wear small, sophisticated prints and tweeds rather than large shapes and designs
5. Carry a fine leather briefcase, preferably in a dark colour
6. Always look and act professional ie keep a consistently high standard to your look

Another area you must look into when planning your wardrobe is your clothing colours. Colours can enhance your appearance. The colours you wear are determined by your feelings about colour, your personality, and your personal colour harmony. Find your best colours and build a coordinated wardrobe around them. When you build your wardrobe around two or three basic colours, you are maximising your choices for mixing and matching. Here are some things to remember about colour:-

1. Light and bright colours make you appear larger
2. Dark and dull colours make you appear smaller
3. Bright colours with textures make skin blemishes more obvious
4. Bright colours in large amounts makes you look tired

It is also important to pay attention to your hair, nails and fragrances besides having a professional career wardrobe. These are your important final touches which you should not neglect. However, it is better for understatement rather than overdoing it.

You should keep your hair simple, clean and well-cut. A conservative professional appearance requires hair to be cut above the ears with short side-burn. Generally, moustaches and beard are discouraged for conservative appearance and if you prefer to have either of them, make it a point to keep it neat and trimmed.

Your nails should be clean, trimmed and in good condition at all times. Use hand lotion for rough, chapped hands to avoid making a bad impression when shaking hands. Also, fragrances should be kept to a minimum because you would not want to overwhelm the people you meet!

After evaluating your clothing needs and purchases, here are some shopping tips:-

1. Shop early for the best selection for size, colour and style you want
2. Find two or three clothing manufacturers that have your type of clothing preference and stay with them
3. Find two or three stores/shops you like and stay with them
4. Don’t be an impulsive or indecisive shopper
5. Buy what you need and not what you want
6. Be satisfied with price, fit, style and colour before you make the purchase



Article contributed by June Tan, a consultant with Image Coach International. To get a FREE ebook, write to coach@imagecoach.com.sg or visit: www.imagecoach.com.sg.

Keeping Your Job in Uncertain Times

In times past, you could be obscure yet secure – now that’s harder. – Michael Goldhaber, Wired

Times are certainly uncertain. Jobs that were aplenty in Singapore are now dwindling as more companies are downsizing, or should we say “rightsizing”, and merging; some even closing down “overnight”. No, I don’t intend to be a harbinger of doom, but let’s face it – it’s time to not take our job/business for granted.

I’m one of the fortunate people who are financially free, who can afford to do what I love for passion. My desire is that every one of you out there could one day say the same. Meanwhile, some of us have to hold on to our jobs, you declare, and I, of course, agree.
So let’s explore how you can not only hold on to your job in uncertain times, but in fact thrive!
First and foremost, it’s time you start looking at crafting out a personal brand for yourself that will set you apart from your competitors and peers. You need to stand out so your boss would notice you, and hopefully give you a big fat promotion or raise. It’s no more of just “doing what my boss tells me to do” or simply working long hours hoping somebody up there will notice! You have to take your future and your career in your own hands!

Here are some quick suggestions how you can get noticed:
1. Find something you’re passionate about in your job… and go at it with a vengeance!
Passion sells. Passion gets you noticed. Passion adds meaning to your life. Look at Oprah. Look at Mother Theresa, Barrack Obama, Bill Gates… countless others whose passion has gripped the world. People who love what they’re doing so much that even if they put their life on cruise control, they will never take their foot off the accelerator!

There was a story told of how Oprah was first interviewed by Barbara Walters. Barbara wanted to know how Oprah had survived discrimination while growing up in the South. With her one-sentence answer, Oprah not only stunned Barbara, but won the respect and admiration of many: “Barbara, I discovered very early in life that there is no discrimination against excellence.”

So you may not be exactly passionate about your job (majority of people aren’t, sad to say), but I’m certain if you look hard enough, there would be something that gets your adrenaline pumping. (If there’s nothing, maybe you’d better look for another job!)
Once you have identified that area, go at it with a vengeance. Get real good at it; make sure others know you’re the best in that area, which brings us to the next point.

2. Craft out your USP and start selling yourself!
USP or unique selling proposition simply means what makes you special, or to put it simply, what makes your “customers” (boss, clients, colleagues) “buy” from you and not someone else.

You can find your USP by looking at your passion, strengths, skills or values. And once you have done that, then start selling yourself!
For those of you who balk at the idea of having to “sell yourself”, stop kidding yourself that you don’t need to do that. The one skill you’ve got to get good at is how to be a super salesperson for YOU.

As one executive who wanted to make a career change said in the book Free Agents by Susan Gould, “What I am doing is selling myself. Intellectually I think I understood that, but emotionally I didn’t until I experienced the pain of constantly putting myself on the line and facing rejection. It makes sense to look at yourself as a work in progress and to define your core assets and then sell them to the marketplace. The question ultimately is: ‘Are you willing to do what it takes to get the opportunity you want?’”

3. Look good, feel great!
It’s time to quit looking sloppy simply because you believe your job doesn’t require you to dress well. Unless you want to stay mediocre for the rest of your life. If not, it’s time to start paying attention to how you look and the image you present to others. Now I’m not asking you to start splurging on expensive clothes, or take drastic measures to look like Miss Singapore or James Bond ( whatever is the male equivalent of Miss Singapore).

Simple things you can do: Start wearing colours that suit you; you can’t get noticed if you’re wearing safe black or grey everyday. Get an updated hairstyle that suits your face shape. Learn to dress for your body shape. It’s a simple philosophy that I subscribe to: when you look good, you will project yourself well; when you project well, people respond positively to you; when that happens, you feel great; and when you feel great, you look good! This is called the Circle of Success.

4. Think Intrapreneur
The best way to stand out is to treat your job like your own business. Take full ownership of business results that are expected from you. Be fully committed to your targets and work goals. Don’t just “do your job” but LIVE for your clients. The company I used to work for had a credo “Customers make my payday possible.” Think of ways to cut on expenses for your company – your boss will love you for that!

5. Work on a WOW project
Forget job. Forget tasks. Think Project. Then make every “project” you undertake a “WOW project. It’s going to take longer than this article allows, to teach you how to add the “WOW” factor into every project. Suffice it to say for now – get started on thinking real hard how to turn every job assignment into a “project” and then think even harder how to add more value into the project than your boss ever expected!

If you need more advice or coaching, just drop me a mail at jessica@imagecoach.com.sg!