Hi Again ,
God knows why but nobody cares who you are, unless and until there are some Extraordinary Identifying elements YOU possess . The Perceptions about you give rise to Expectations , good or bad . To build the perceptions of your choice you Have to identify the key imagery elements that pop up in peoples minds when they think "YOU" . Then of course , work around them. We would like to build a body of resource which can help People work on their Image . The objective is to make changes externally and internally .
Well , before that let us be convinced that an Image is not just a look - good , feel- good concept but a highly effective way of building an Equity . The fruits Of Image Building is Equity . In the forth coming paragraphs Equity is explain from the point of view of a Product & Consumers . You have see yourself as a product and people as the consumers.
God knows why but nobody cares who you are, unless and until there are some Extraordinary Identifying elements YOU possess . The Perceptions about you give rise to Expectations , good or bad . To build the perceptions of your choice you Have to identify the key imagery elements that pop up in peoples minds when they think "YOU" . Then of course , work around them. We would like to build a body of resource which can help People work on their Image . The objective is to make changes externally and internally .
Well , before that let us be convinced that an Image is not just a look - good , feel- good concept but a highly effective way of building an Equity . The fruits Of Image Building is Equity . In the forth coming paragraphs Equity is explain from the point of view of a Product & Consumers . You have see yourself as a product and people as the consumers.
Turning this advantage( the desirable Image)
into a cashable asset is the key to success. The result of the image is
‘Equity’. It can also be called as the fruits of image. Equity is the
differential effect that Brand knowledge has on consumers’ response to
marketing action. The ‘Response’ by consumers is a function of the ‘Effect’
that brand knowledge has on them. Again, the difference in the effect between
brand & no- brand will determine the extent of Equity enjoyed by a Brand.
The equities of 2 brands can similarly be compared by comparing the effect of
brand image of these brands.
This equity can be
measured in many ways. It’s a fallacy that equity is always the extra premium
that the brand commands in terms of price for its products. It is NOT necessary
that greater equity leads to higher price. It could though, if the image is
built accordingly and accepted. Equity can be measured in several ways.
Fig:
Brand Progression
The act of Positioning results in an Image . An Image helps build Equity . It is for You now to en cash upon this Equity to Build Value for yourself.
In Part 2 , I will explain the different parts to a Brand Anatomy . This could help you score/ rate yourself to see where you stand .
Please do send me your views and suggestions on 1. How people see you 2. Whether these perceptions are desirable 3. If yes how is it helping you 4. If no would you like help to change it.
The sum and substance of today's post is "Equity is the Asset You need to Build , by creating the right Image and Identity."
Cheers!
Jamshed
Jamshed,
ReplyDeletePlease accept my heartfelt Congratulations on sharing your rich perspectives of building "MY" Brand !! Most of us walk through our careers/life without realizing the significance and actively working on shaping one's own brand. You have linked the concepts succinctly.
In my humble view - Character, Competence & Commitment are the 3 underlying Principles to creation of a solid Brand.
Look forward to keenly following your thoughts on this profound yet simple subject. Your practical advise to all will help so many carve a niche for themselves.
Warm regards,
Aparnesh
HI Aparnesh , Thanks a ton for your comment and for your congratulatory message.
DeleteI would ideally like to post at least twice a week . Hope I can be consistent with that frequency.
The 3 Cs that you referred to are certainly VV critical to the creation of a strong brand. You have actually touched the core from where all perceptions emanate. Thanks for that .
As you have been heading the HR function for some of the best Global Brands , your inputs and thoughts will go a long way in adding incredible value to this discussion .
Cheers & God Bless.
1) Yes, there are certain aspects of people's perceptions I would like to change.
ReplyDelete2) How do you suggest going about the first step 'knowing how people view you' - in an unbiased way?
Great Question ! Thanks for raising it. Well I will need to show this by way of a diagram and will do that soon through one of my posts . But in the mean time speak to some of your close friends and collect a few most prominent elements that they would instantly associate with your personality .Also Create another little basket of ideal/desirable elements that you may want to be linked to your personality. We'll take it from there. Cheers !
DeleteHi Jamshed!
ReplyDeleteKudos to you!
Your mission is profound. Wish you all the very best in accomplishing it.
Best regards,
Ashwini
Thanks a Lot Ashwini for your encouraging remarks. Your good wishes are sure to help.
ReplyDeleteHi Sir,
ReplyDeleteIts great to see you !
Thank "YOU" for writing & sharing such rich content. Your guidance and rich thoughts have always been value addition to our personality.
Eager to see your further posts.
Just to say, correct me if I am wrong- All we need is to internalize these personality traits in order to build the brand "YOU".
Regards,
Vishal Amle