Amitabh Sharma, Features Coordinator

Image, packaging, branding - some familiar words that we hear every day; more surprisingly, these terms are not restricted to goods and services alone. They have become part and parcel of and a demand for the world of work.

Branding basics

Branding, in layman terms, could be described as a method or a medium to carve an image and understand how others would like to perceive them.

It is critical, though, that one implements this methodology effectively and efficiently to succeed.

Marketing yourself

Personal branding is similar to marketing, if, by following some basic rules, it can be very effective. Experts in the field describe these four basic principles as:

Positioning: One has to think hard and ascertain in what way one wants others to perceive them. One should be unique compared to all the other people who meet the same demands and needs. This can be across the board, from a fresher in the job market, to a consultant offering services or a senior executive in a board meeting.

To achieve the desired positioning, experts say, one needs to identify and define one's strengths and convince the target audience to believe in the strengths.

Visibility: Once the strengths are identified, one needs to communicate to others effectively and convincingly. There are always situations where some people will not understand what is being put across. In this case, one need not go bragging about what one is all about. Instead, work diligently to prove the point. Let your work speak for you more than words, experts say.

Promotion: This aspect is as critical as creating visibility for yourself. If the visibility factor is 'pushing' you, promoting provides the 'pull', experts say. There are various methodologies for this: getting good recommendations, building a strong network and joining groups and organisations that are linked to your work sphere. Several online networking sites, experts feel, provide the platform for effective networking.

Worth: This is the most challenging factor, experts say. By worth, one would look at one's 'brand equity'. This is a business parlance, but speaks about your ability to negotiate salary, change jobs and assess your 'worth' for an organisation.

Branding advantages

Senior managers say that personal branding is the most effective way to accelerate awareness of who you are, what you stand for and why others would want to connect or interact with you.

There are certain traits that are effect-ively highlighted by the right mix, the experts say. Ensure that your message is to the point and for the relevant audience; that it is effective, consistent and focused.

They say, with a defined personal brand image and positioning, you can enhance and grow your identity and credentials among your target group.

Individuals and companies

Branding is a component that is critical if you own a small business. Customers go by the reputation and image that you build. Just as your choice of your barber or doctor is determined by their reputation and branding in the local community, the experts say, prospective customers of your services depends on how well you are known and perceived by your target audience.

A word of caution

Though branding might seem like one of those exercises that comes in a smooth flow, the experts caution about the kind of image you want to create, especially in online forums. The Internet and World Wide Web is a tool to publicly showcase you to the masses. But, the experts caution, it is important how you choose to use it. These new media are exciting, useful and informative, they say, but at the same time, they can be abused, manipulated and often times, provide misleading information.

Flavour of the times

The senior executives say that personal branding has almost become an extension of you. In this age where 'packing is more important than content', they say, personal branding is must.

Branding, the experts say, helps one move in the right direction at the right times.

amitabh.sharma@gleanerjm.com

Developing teams

A team implies a number of people working together to achieve results, while a group of people does not. A group implies a collection of individuals who, although they may be working on the same project, do not necessarily interact with one another. This is the key point. It is part of the project manager's job to pull together a team to ensure that the team works with a unity of purpose.

Project managers need the skills of planning, scheduling and controlling to run a project successfully. But, more than this, they need skills of team management.

Simple ways to upgrade your look

Dressing for success doesn't have to mean becoming a fashion maven or spending a lot of money. Here are some simple ways to upgrade your look from passed-over to promotion-ready.

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