Tara Cree

Date: September 16, 2014

Name: Company of Young Professional Development Series – Building your brand and credibility for career progression

Presenter: Tara Cree

Branding involves reputation, strength and principles. Many young entrepreneurs should always align their branding with their credibility. Dr. Tara Cree, the founder of Cree Leadership Consulting, is invited by CYP to share her experience on developing exiting leadership with branding strategy with young entrepreneurs. They will learn the importance of branding in this presentation.

The power of branding

All corporation logos have different designs and symbols. However, they are all aligned with their corporation image. Personal and corporation branding are linked. In addition, many corporations will create their brand to make people feel what they want them to feel. That is the power of branding and all power of branding is different in all markets.

What is brand?

Brand influences the feeling and actions of consumers. It also increases positive feeling towards specific products. It also highlights the value consumers receive and it depicts the personality or soul of the product.

Cree believes logo is just the symbol of the brand, what matters the most is the reaction of the logo that has created for consumers.

“You are the brand”

Personal Branding

Personal branding can define as a distinct brand. It allows consumers to understand the feeling or the idea of that person. Many people did not realize that the connection of their personal branding is related to their business.

Cree emphasizes career management is brand management. The definition of personal brand is not defined by the business owners, it is defined from people who around business owners.

“Defines from people around you”

Brand you

Cree believes everyone is a brand of themselves. It is important to have control over how everyone is perceived. Based on this century, the days of having one job for life does not exist in the young entrepreneurs’ generation. They need to be seen as the best in class in their field of specialization.

In order to separate from others, the uniqueness of the branding is extremely important. Many promotions from business come from the uniqueness of each individual.

“Having a brand is not an option, managing it is”

What contributes in branding?

There are 4 primary elements that contribute in branding:

• Clarity of purpose
• Consistency
• Authenticity
• Credibility

Young entrepreneurs should always be clear of what their brand purposes. The purpose signals the direction young entrepreneurs should present and it leads to different types of personality and feelings that can influence the people around them.

People who have strong brand live with it. The personality will help them to create consistent feeling that can influence the people around them.

Many young entrepreneurs will try to pretend to be somebody who they are not. If their brand is not aligned with their values, it will fall apart. Cree believes it is important to align the branding with their strengths. By realizing the core value, young entrepreneurs will be able to understand and manage their branding.

With clarity of purpose, consistency and authenticity, they are all go towards creditability. For example, most young entrepreneurs prioritize their emails by senders. The name of senders is a brand and that is the promise of brand.

“What brand of you are you sending out?”

Credibility

Cree considers creditability is like currency. It is hard to earn, but it is easy to lose. The perceived values from young entrepreneurs are closely tied to their credibility.

When young entrepreneurs have strong credibility, they will have these attributes:

• Progress quickly
• Easy to influence others
• More successful overall

Makes up credibility – Personal Credibility

The alignment between the brand and actions are based on these factors:

• Credentials
• Track records
• Authenticity
• Demonstrated respect
• Respect

Young entrepreneurs should always analyze the audience and prioritizes these factors based on their requirements. Branding is all about packaging. People can see through authenticity. Moreover, if young entrepreneurs impact their brand that contradicts consumers’ expectation, it will kill the brand.

“Arrogant ways will derail credibility”

Great Personal brand

To create a great personal brand, young entrepreneurs should always understand about themselves first. Articulate their vision. Define their brand. Communicate to others. Strive close integration of what their passion. Lastly, understand how to spend the time to invest the branding.

Step 1: Know yourself

Young entrepreneurs should recognize their values, passions, talents and skills. Cree recommends young entrepreneurs to take personality tests and get feedback to understand of their personality.

Step 2: Articulate your vision

Cree recommends young entrepreneurs to visualize their goals and direction in 5 years. This will help young entrepreneurs to create their future branding image and work towards that personality.

Step 3: Define your brand

There are 3 questions that Cree suggests for young entrepreneurs to start their brand definition.

1. What brand is going to get you there?
2. Who is your audience?
3. What do you need to do to be credible?

Step 4: Live your brand

Cree suggests three ways to help young entrepreneurs to maintain their brands:

• Communicate to others
• Constantly evaluate it
• Integrate what you are passionate about
• Understand how to spend your time to harvest your brand