importance of personal branding in context of agile excellence
TRANSCRIPT
Srijan Technologies Pvt. Ltd.
Insights into Branding
Prepared by: Rahul Dewan
Why you need to *brand yourself*!
What does it take to be a *good brand*?
Srijan Technologies Pvt. Ltd.
What the heck has this got to do with Agile?
Agile value systems –
TRUST
TRANSPARENCY
DISCIPLINE
CLEAR AND HONEST COMMUNICATION
FEEDBACK <--> CONTINUOUS IMPROVEMENT
Srijan Technologies Pvt. Ltd.
Managing a “Brand”
The most difficult thing to crack in running a good
company
It is touchy-feely, and an “art” more than a science
Srijan Technologies Pvt. Ltd.
Brand advantages
Brand is a “moat” around the company
There is predictability of a “sales pipeline”
Good branding gives a company “pricing power”
Attracts the right people
Srijan Technologies Pvt. Ltd.
What characterizes a brand?
What if they were a person?
What would they look like? (eg: not fat/ thin; but
attributes like young/ caring/ calming, etc)
What would they be wearing?
What would be their *values*?
Think of words that come to your mind while you
portray these brands as people!
Exercise Time!
Let's portray these brands as people!
Srijan Technologies Pvt. Ltd.
What characterizes a brand – Maruti
Dependable
Affordable
Safe
Reliable (even if it breaks down there will be a service
center nearby)
Functional
Middle-Aged
Srijan Technologies Pvt. Ltd.
What characterizes a brand – Toyota
Quality
Dependable
Functional
Not flamboyant
Safe
Affordable (affordable luxury!)
Srijan Technologies Pvt. Ltd.
Insights – Toyota and Maruti
Common value systems? :-)
Globally Toyota struggled launching “luxury” cars; Maruti is
not known for a Sedan/SUV, but for “small cars”
Toyota in India – found brand value systems captured by
Maruti
They, therefore launched with “Qualis”, then “Innova” -- to
target the commercial vehicle systems
Liva, even Etios in the upmarket small-car / sedan – has
been introduced in 2011, after several years in India
Srijan Technologies Pvt. Ltd.
Tata vs Reliance
Tata
➔ Trust
➔ Reliable
➔ Mature
➔ High ethics
➔ Solid
➔ Dependable
➔ May not be efficient or
high quality
Reliance
➔ Not trustworthy
➔ Manipulative
➔ Street smart
➔ Will do anything to
make money
➔ Will deliver shareholder
value?
“You are the chief marketing officer for
the brand called *you*, but what others
say about your brand is more impactful
than what you say about yourself.”
Srijan Technologies Pvt. Ltd.
So how do we judge a brand?
How come we think all form such opinions?
Is it from their advertisement alone; the image they project?
Or what we read and judge about them?
By how their employees feel? What is their employees'
conviction in the product / company while selling?
By how their 'leaders & managers' live and behave?
And by what they say in media during times of crisis?
How do we judge the character of the organization?
Srijan Technologies Pvt. Ltd.
Walk the Talk!
External belief in the brand has to be backed by “each
action” that you take
Both “internal” and “external” stories are essential – to
make the story consistent
Internal belief and
actions consistent with this belief system
makes the external belief (or brand perception) true!
How we live our lives
is an exercise in
branding!
So, who are you going to be?
Srijan Technologies Pvt. Ltd.
Insights into Branding
Thank you!
www.srijan.in
Prepared by Rahul Dewan
Learnings and insights to based on interactive session led by: Mohit Satyanand, visiting faculty at www.CIAM.in - a learning
program for business owners and entrepreneurs
Twitter: @rahuldewan