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Taking control of your personal brand: what your delegates really 'see'

By Lesley Everett (February 2005 Issue)
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Branding is talked about a great deal in today’s image-conscious and visual world. Few people would argue that a strong brand is essential to the success of any product or service and certainly the consistency of a brand’s image is vital. As we know, the commercial world is a much more competitive environment than it was even five years ago. Businesses and consultants have to work harder than ever to differentiate and present themselves more effectively if they are to retain their existing customers, let alone attract new ones.

But the good news for us trainers, coaches and consultants is that the strongest element of any brand today is the people – and we’re all about people in our businesses. We are the most visually persuasive selling tool that we have – not our products, our workbooks, our promotional materials, our websites, our e-learning, our company name and so on, but us as individuals. We are the brand; when we meet with our clients and our delegates we either reinforce the brand values of our company or service, or dilute and weaken the message. Which do you do? ...


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