Personal Branding

Tessa Hood: Well I believe that it starts from core values, it's what you stand for, what you believe in and when I ask my clients if they know what they stand for, they usually stand there with their mouths open going 'I've got no idea'. So if you can what it is that you stand for and what your core values are, then over time and with the consistency of your broadcasting those values, people will begin to understand what you stand for and will begin to trust you.

Rachel Salaman: You talk about broadcasting your core values, what does that actually look like? Is it about your clothing, your hair style or is it about what you say, what is it?

Tessa Hood: Oh it's a mixture of everything really. I want you to imagine that we are all products, all right? It's not a very nice thought but imagine that we are all products, we're all for sale, as you said at the beginning 'people buy people'. So imagine that we are all products for sale, we're sitting in a shop window and there's a buyer walking up and down outside. Now in our shop window we are sitting beside other people who can do what we do, they have the same expertise, the same skills, they think like we do, they act like we do but they are all sitting there in the shop window and the buyer has to make a decision about who he is going to buy. Now is it going to be you? How are you going to stand out, how are you going to mark your individuality and I call it 'dazzle factor', to make you see that you are worthy of his notice? Now that could be the way you look, obviously the packaging of any brand is the first thing that people see, it's the design of the article is the first thing people see so are you putting across a really good look, and do you have a well groomed appearance, do you look business-ready – that's a phrase I use often – because people might be working in a formal environment or a more casual environment, it doesn't really matter what environment they're in so long as they match the expectations of the people they're going to work for.

From first impression point of view, because that's what we're talking about here, it's what you see straight away, whether or not you buy or you don't buy it, is what you look like. People are going to say does that person match my expectation of the sort of expert they are by immediately what they look like and then how do they sound? Once you start talking it's very important. So that shop window analogy is really about what sort of impression you're making when people first look to find somebody that they want.

Of course, after that it goes on into consistent behavior and the building up of trust between the two of you over a period of time because in actual fact trust is built over multiple occasions, over multiple things. It's never just a one off piece of work is it? It takes a long time to build trust and perceived integrity and if you really lose it and don't behave the way they expect you to, then you lose that integrity and once it's gone how hard is it to get it back again.

Rachel Salaman: So personal branding is obviously a mixture of all sorts of things as you've just outlined, let's look at an example now just to bring this to life. Let's say I'm a middle manager in a global organization and my unique selling point is good judgment in decision making. How can I work that unique selling point into my personal brand? In practical terms, what do I do?

Tessa Hood: This isn't something you do overnight, this is something that you work on throughout your whole career and involving of course your social life as well, it's not just to do with work but we are talking about work here so we'll focus on that, but for all of us, trust and substance are our core drivers. If people don't trust you they're not going to work with you and then they have to find out what substance you have to offer, so if you are developing over time, the acknowledgment by your team that you do make good decisions on a regular basis doesn't actually develop your reputation in that area and it is up to you as an individual for example within a company to make people aware that you are making these good decisions. When you find out that you have done something particularly good, mark it down in your own little notebook, your own little thoughts strategy, write it down so that when it comes to things like 360s and when they assess you afterwards, you can remind them that you've done this because they won't remember. You have to remember for them so if you say, do you remember when we did so-and-so and so-and-so, I was right and when we did so-and-so and so-and-so, I was right. It's not about blowing your own horn too much but it's about being aware that people will not remember what you have done necessarily.

You know, we say don't hide your light under a bushel, well this isn't about hiding your light, it's about authentically putting yourself into the best light for you and showing people that you are capable of and can offer a world of possibilities.

Rachel Salaman: That's quite hard for a lot of people, isn't it, to, well you said it wasn't really about blowing your own horn but to a certain extent it is, isn't it? It's about actually explicitly saying what you have achieved which is quite hard for a lot of people.

Tessa Hood: Yes, it is but I'm talking about, particularly in that instance, doing it within a trusted environment of getting a 360 done on you or an assessment of your work over the last year. I wouldn't for one minute suggest you went round blurting out to everybody how wonderful you are and how right you were that time, because they are going to really find that irritating and it will do just the opposite to what you want to achieve. It's letting people know that matter, that you are achieving the targets they're setting you and that you are a good team worker, I think that's one of the vital things in business these days is to be seen as part of a really good team that's driven forward by integrity and good results and it is hard. I absolutely understand people saying, God it's so hard, but you have to think about how you are being perceived from the outside in and if once you know how you are being perceived fro the outside in, which is what we do here at Changing Gear, we help people understand how they are being perceived, then you can sort out any sort of mismatches that might be happening, that you're out of control of, that people are saying behind your back basically. Your brand is what people are saying about you behind your back or in another room when you're not there, so if you can be more in control of what people are saying about you, then you're in a better position.

Rachel Salaman: So how can someone find out what people already think of them?

Tessa Hood: Right, well that's a sort of obituary while you're alive, isn't it really? What I suggest to people that they do is a sort of 360 anonymous questionnaire that if they come to us we help them work out what their core values are, they do a SWOT analysis, if you know what that is – strengths, weaknesses, opportunities and threats – they do that and they do it on their own and they sit there and carefully work out what they think those things are. Then they send out a questionnaire to their friends and their family and their trusted colleagues and they ask them to respond to the questionnaire in an anonymous way, so they are sent a stamped addressed envelope, it doesn't go by email, it goes out in a letter with a questionnaire which they are asked to return in the self-addressed envelope and then when they get the responses back, which are based on their SWOT, they can then look at their SWOT, look at the responses and see where the mismatch is. You see they might think that they are terribly punctual, somebody else might think that they are always a few minutes late. They might think that they always look amazing in the office, somebody else might think that they are too trendy. You see, it's about other people's perceptions of you and where there's a mismatch and whether or not you want to make that mismatch more matching, whether you are going to go ah, yes, I see.

For example, I had to do this when I set out to develop it and I sent out this questionnaire and I had a word back that was 'erratic'. Now I am not erratic, full stop, stamping my feet on the ground, I am not erratic but somebody thought I was. I think I know who it was actually but anyway, somebody thought I was and it just made me stop and pause a moment to think, ah, maybe I should just think about that a minute. It's not a big deal, this, but it's a guide, it helps you just to get an idea of how you are coming across because nobody ever really tells you properly, do they? If they think it is an anonymous response they won't mind putting down a few hard facts.

Rachel Salaman: You work with a lot of companies who want their workforce to think more about personal branding. Why would a company be interested in promoting the idea of personal branding within its workforce?

Tessa Hood: Right, well, going back to that same old phrase, 'people buy people', your business, any business is only made from the people that work in it. It is completely to do with who works in it and what kind of reaction, whether it is proactive or reactive, whether you have good customer service or whatever, they make with their customers and if you have a company where everybody in the company understands what is meant by having a good personal brand and building a good reputation for each individual within the company, then the company becomes known as a great people company and it becomes a brand magnet for business, I think, because people want to work with people they like. Nobody wants to work with somebody they don't enjoy working with so they will choose to work with you rather than somebody who can do what you can do but they don't enjoy working with as much.

That enables an enormous amount of business to be drawn into the company because people like working with the people that are in it, it's as simple as that really. Because of that, they will also make decisions quicker about whether or not to buy from you, even if it is for the first time, they'll like the way you come across, they'll like the way that people are dealing with them on the telephone, whether it is out face to face, however, they'll like that and they'll make a decision sooner rather than later so it'll save money on the sales cycle I believe, and also through that it will improve the bottom line, so there are financial benefits as well.

Rachel Salaman: And what's actually involved in a corporate situation, can you describe what you cover in one of your corporate workshops, just to give people a better idea of how this process actually works?

Tessa Hood: Well I work from the most junior employees who might, for example, be on an induction course, to the most senior, the CEO and the board, because that's where the people should be understanding personal branding, it should be from them that it's flowing down through the business to everybody else in the business and I work, generally on a full day or a half day workshop, which is bespoke. I speak to the company beforehand and ask them what it is, what are their issues, what do they want to get sorted in this particular workshop and I will talk to them about networking, are they networking effectively, are they working online and off-line effectively? How is their individual personal brand and how can they understand it better? What are they doing to improve their reputation, how are they managing their reputation going forward, all as individuals and then I talk to them about their style, how they look.

At my heart of hearts, I was an image consultant years ago so I can talk about image and talk about that properly, so I am giving them proper advice about color and style and what's appropriate to them in their job and then I might also spend some time talking about modern business manners because manners maketh the man is the old phrase, and I think that manners are very important and a lot of them have gone. I can say that because I'm older and I can say what I think about young people today, but generally I work with companies and with individuals who seem to have become stuck in their career movement, they have come to a grinding halt and they don't know why, so I help them get rid of that block and move forward.

Rachel Salaman: I know from previous interviews you've given, that you think that authenticity is very important in developing your personal brand. How is authenticity incorporated into personal branding given that, on the face of it, personal branding seems to be about constructing a particular way of presenting yourself?

Tessa Hood: I understand why you say that and that's the one reason why I don't like the phrase 'personal brand' because to me it does sound like you are putting on some kind of false front and I'm absolutely adamant about this, it is not about pretending to be something you're not because if you do that, you will be found out and you will lose every ounce of integrity you may have managed to develop over the years. So it is about authenticity and I mentioned just now about hiding your light under a bushel, it's about, it's about presenting yourself in the best possible light for yourself. It is not about pretending to be anything other than what you are but allowing yourself to show what you are capable of which you may not be aware of until you go to the personal brand workshop and understand what it means to have a personal brand. It is the way you communicate it, the way people see you, the extra value that you have as an individual because you understand your personal brand, you are able to offer more.

I think of personal branding rather like a pearl. In the middle of the pearl is a little piece of grit at some point that the oyster started to build protection around and it builds layers and layers and layers around that core and those layers I like to say are your expertise, they are the things that you are really good at, all the different things you can do inside and outside work, the stuff you enjoy doing, your passions, the things that you are really good at. You might be a great cook, you might be really good at telling funny stories, you might be very good at interpersonal skills, you might be the one to go to for whatever expertise it is you've got, become known as the one to go to and then on the outside of that pearl, all those layers, is your packaging. So there's that beautiful pearl that is so full of qualities, that's what I'm trying to get across to people, is to make the most of yourself, not to pretend to be anything that you're not.

Rachel Salaman: In your experience, how often do people really need to give themselves an external make over?

Tessa Hood: I think you need to be looking at it all the time because if you let it slide, people are going to notice it. About personal branding and the outside image that you're projecting, of course it is very important. As I mentioned before, first impressions are very important so if you don't keep that consistent and if you don't keep it congruent with what you are doing and with what people are expecting from you, they are going to be disappointed and then the brand begins to fail because people aren't getting what they expect from it. You know, we are rather like – are you a Rolls Royce, are you a Trabant, what are you? When people buy a Trabant they know what they're going to get for their money and if they buy a Rolls Royce they know what they are going to get for their money. When they buy you, they ought to be knowing what they are going to get and your brand is expressing that. I am able to do so much for you, I'm here and willing, I'm proactive, I'm keen and I've got so much value to offer you that you'll be pleased to connect with me and pleased to work with me.

Rachel Salaman: You mentioned manners earlier, what kind of things do people get wrong?

Tessa Hood: As I said to you earlier, I'm a bit old fashioned, I like to think that people are grateful when you do something to help them and they take the time to write you a note, so if you are invited for dinner or to any kind of event, that you write a hand written note, not an email and you don't get your secretary to sign a letter for you, you do it personally and you show how much you enjoyed it through that. You know, no one is going to care really whether your bad manners are based on ignorance or carelessness or rudeness or even if you're being hostile, they don't really care, they will only perceive you as someone they don't want to work with or give their business to, so that's what I mean by manners and understanding, when it comes to a higher level in business, how to entertain well, understanding that if you are going to take people out to a really big event, say Goodwood or Ascot or a race day or a rugby match or even to the opera, that you know how those work, you know what happens when you get there, you know how to look after your clients, you know how to take their coats, how to organize them, how to get them there, how to get them home, how to feed them, how to advise them to find their way around the venue, how to look after them, how to pay the bill elegantly and discreetly without raising your eyebrows and whistling through your teeth at the cost of the bill. You know, it's about doing it well and I think that's a huge part of building rapport with people because they're going to go away from whatever event it is you have worked with them on and say, we had such a good time and they'll remember that for that. However, if it all went horribly well they're going to remember it much longer and they're going to be telling that story about how awful it was and how badly it went to everybody in their circle and again your reputation is going to suffer and it is going to suffer for a long time afterwards. That's what I mean by manners.

Rachel Salaman: To some people a lot of these things may sound a bit superficial, how do you convince people that they really matter?

Tessa Hood: It's about being the real you, it's about showing people that you are somebody that is worth knowing. I've said this before, I think, but it's not a superficial thing at all.

Rachel Salaman: How can you ensure that you don't come over as trying too hard when you begin to develop some of these skills?

Tessa Hood: Yes, that's quite tricky because it does sound a bit phony. I hope what I have been saying to you is helping you to understand that it's not, but if you start trying to show a personal brand, it will come across as phony ... it is never going to work. You just have to be very self-aware. I think in essence it's about your packaging, the way you dress yourself, the way you present yourself, your voice, your eye contact, your handshake, your posture and about the way you market yourself. Again we go back to the word product, we're all products, we're all for sale in business and we're alongside our competitors to be picked by buyers so you have to think about personal brand in terms of how you're marketing yourself. In recruitment, you need to be the one that has a differentiation but it's no good trying to pretend, it's not good trying to really try hard to put across this lovely front because people will see through it, they absolutely will see straight through it and that will never work. You want to be trying to change their mindset about you so they will think differently about you and that you are also thinking differently about yourself and are able to see more of what you can offer and the way that you offer it, to be comfortable with yourself.

It's a very deep subject this, you know, it's not something that comes easily, it's something that you have to really consider and it is a lifetime's work, it's not something that you do for a couple of hours when you think about your personal brand and what you'd like it to be, it's a matter of working and at Changing Gear we do how to design it authentically for you, how to develop it through the years and then how to deliver it well and in delivery you keep coming back to the beginning of it, you keep coming back and looking at yourself all the time – is this how I am coming across, is this how I am being perceived, is this what I really want, am I in control? One of the other things that we haven't discussed here is your online reputation and you know when you build a website or you go on to a Facebook, on a profile there or on LinkedIn, that profile and that page has to be exactly what you want it to be saying about you. You cannot risk, for example on Facebook, putting up photographs of yourself having a wonderful time, coming feet first out of a club at three o'clock in the morning because people will think obviously she is having fun but she is also out of control, so being completely in control as much as you can be, of what's online is also a very big part of your personal brand these days. You are in control of what you write, maybe, but you are not in control of who is looking at it.

Rachel Salaman: And there is not much you can do about things that other people post about you, is there?

Tessa Hood: No, so you want to hopefully have as much nice stuff up there as you possibly can because once it's up there, it's up there, it's never going to come down.

Rachel Salaman: No, another reason to be very, very careful about how you come across all the time in whatever situation.

Tessa Hood: All the time, absolutely, and of course don't forget that if you are going for a job interview then people will Google your name, always. It's not a matter of if they'll do it, they will do it, they'll look for you online and if they don't like what they see you'll never even get past the, well get to the first interview.

Rachel Salaman: So how much does personal branding cross cultural boundaries? Will your personal brand be received differently in the US let's say than from how it's received in China?

Tessa Hood: There are going to be differences of course right the way across the world, cultural difference there will be, but generally if you are a decent human being that is offering expertise and value to people and you do it with a smile and a welcoming manner, it's going to go down well wherever you are. I think if you are going to be working in strange cultures that you aren't used to, it's really worthwhile taking some professional advice in that area so that you don't make enormous mistakes. The culture of Japan is very different to the culture in England, the culture in America is similar to English culture but there are some very strange cultures to our eyes that we could make terrible mistakes in if we were traveling and that would ruin our brand in the eyes of the other people. If you think about soles of feet not being shown and how you present a business card, if you pay attention to that before you go then you won't make any silly mistakes, I think that's basically the best advice I could give you there.

Rachel Salaman: So what three tips would you give listeners who want to start developing their personal brand tomorrow?

Tessa Hood: Number one, do your own SWOT analysis, just put up those four boxes, put the different headings in there and sit and think for a little while about where you are and what you stand for and what you think your strengths and weaknesses are. Definitely do that and then perhaps ask a few of your friends if they'd look at your SWOT and if they agree with it and see if a few people see a match or whether they would add something to it. There may be something you'd like to add, it would be quite nice to hear something nice about yourself.

And then you might look at the way you present yourself, are you business ready? Whether it's formal, whether it's casual, are you making a really good impression? Are you well-groomed, are your clothes contemporary without being trendy, do you match your clients expectations? For example, if you are an architect, you may not need to be in a suit, if you are a banker you probably do, so whatever job you're in, it's matching your clients' expectations of you and your own comfort zone of course as well. Then I suggest you record your voice and listen to it. Whether or not you need to make any adjustments to it is up to you but listen to it and be very objective about it. Accents are fine, they add cachet, but they still must be clear so that people can understand what you are saying, so I think that's it, yes. The SWOT analysis, look at your presentation and listen to your voice, there are three beginning tips at least for your personal brand analysis.

Rachel Salaman: Tessa Hood, thank you very much for joining us.

Tessa Hood: Thank you, it's been a pleasure.

Rachel Salaman: You can find out more about Tessa and her work at her website, www.changinggear.net.

I'll be back in a few weeks with another Expert Interview, until then, goodbye.