pre-work instructions & goals - tom peterstompeters.com/pdfs/brandyouprework.pdf · as we...

This package contains a few activities to prepare you toparticipate 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 youdiscover what makes up your own “default” brand.

2. Know Thy Organization: define your organization’sbrand promise.

3. Know Thy Public’s Perception: learn how others see yourbrand 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 someexploration that will make the workshop more productive.Email any questions to [email protected].

Pre-WorkInstructions & Goals

READ THIS FIRST!

Our expectations for the BrandYou™: Inspired Performanceworkshop 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 howto deliver on that brand promise in a way that is personallysatisfying.

3. Design a personal brand strategy—a.k.a. “build your brand”—that helps you thrive and be an inspired performerin your organization and your career.

4. Use your brand to create greater distinction for you, yourprojects and your organization.

Welcome aboard! We look forward to being with you!

© tompeterscompany! 2000

Dear Brand You,

Inspired performance in the new world of work will ensure thatyou and your organization build a successful brand. Why shouldyou care? Because a strong personal brand will enable you tohave better relationships with your customers, do moremeaningful work, and make a difference in the world. Deliveringon a meaningful brand promise brings greater value to youand your customers.

What’s the big deal about brands? Why are we saturated withthem every time we turn around? I define the term “brand” as:

Talent TrustworthinessDistinction IdentityExcellence ShorthandEmotional “Signature” Consistency

This applies to your brand as an individual, to your departmentalor team brand (if you’re part of one), and, of course, to yourorganization’s brand.

In the life of ALL organizations today, all three “levels” of brandsare increasingly important to customers. They want to dobusiness 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: brandsshould be of the highest importance to YOU. We believe thatin today’s world you gotta be DISTINCT–distinctly talented–oryou are in danger of rapidly becoming EXTINCT!

This workshop will focus you like a laser beam on discoveringthe technicolor excitement of defining, designing, and livingyour brand.

Cheers,

Tom Peters

Inspired Performance

BrandYou™

Know Thyself: A personal inventory to help youdiscover what makes up your “default” brand

Personal Inventory

Instructions:

Prepare for Brand You™: Inspired Performance by completingthis brief inventory.

This inventory will help define your current world view, andprovide you with some insights on how others perceive you,as we prepare to look at how you build your personal brandi.e. “distinction” and inspired performance.

For each area of your life that follows, we're asking you toanswer two questions:

1) the greatest lesson you've learned thus far in this arena

2) how you think others perceive you here – you can getat this answer by simply anticipating what you thinkthe answer might be, or by asking someone who canprovide you with an honest answer!

What is one of the greatest lessons you've learned throughyour family and relationships?

How would someone who's had a great influence on you orbeen very close to you, family or loved one, describe theessential you?

Connections

What is one of the greatest lessons you've learned in yourcommunity?

How would someone in one of the communities you arepart of (town, religious, extracurricular) describe you?

Community

What is one of the greatest lessons you've learned throughworking with people?

How would someone who works with you characterize yourapproach or style of working with others?

Work Groups

What is one of the greatest lessons you've learned in yourcareer?

How would others describe your greatest talents, knowledgeand skills?

Work/Career

What is one of the greatest lessons you've learned fromdealing with conflict and crisis?

How would someone who knows you describe the way youhandle crisis or confrontation?

Clash

What is one of the greatest lessons you've learned frominnovation or progress?

How would someone who knows you characterize yourapproach to innovation?

Innovation/Progress

What is one of the greatest lessons you've learned from thethings you love to do?

How would someone who shares this pursuit or avocation,or witnesses you pursuing it, characterize your approach tothis avocation?

Avocation/PassionatePursuits

What is one of the greatest lessons you've learned in yourchildhood?

How would someone who knew you well in childhooddescribe you in "a snapshot"?

Childhood

What is one of the greatest lessons you've learned fromrisk or transformation?

How would others describe your approach to change or risktaking?

Transformation

Notes:

Every organization, company and institution has a brandmessage that serves as a promise, implicit or explicit, ofwhat its customers can expect.

Often, that brand message appears as a tag line in marketingcommunication. For instance:

Identify your organization’s brand promise.

Please do some “informal research” before the workshopon your organization’s brand promise. Come prepared todiscuss 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!

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


Know Thy OrganizationInspired Performance

BrandYou™


BrandYou™

words1

Ask someone you know and trust to give you four words or phrasesthat summarize your personal brand (i.e. your reputation—what you standfor and what you are known for). Then bring this with you to the workshop.

2


Know Thy Public’s Perception

3 4


BrandYou™

brand: The unique identity and quality of something. Inthe case of BrandYou™: Inspired Performance, to impressunforgettably upon one’s mind. That which differentiatesyou from everyone else in the marketplace.

brand promise: The explicit or implicit message of whatyour customers can expect from you. Your credo.

campaign: The ongoing, coordinated, conscious set ofactivities 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 ofyour reputation.

portfolio: A collection of something. In the case of BrandYou™:Inspired Performance, project or work that is evidence ofyour 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 andwork with.

unique economic distinction: What makes your productor service distinct.

value chain: The logical progression of steps in buildingvalue, whether for a person, project or enterprise.


pre-work instructions & goals - tom peterstompeters.com/pdfs/brandyouprework.pdf · as we...

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