Unique marque of style

Personal branding is a new idea for the average New Zealand executive coach or trainer.

An exception is Ellie Hayward, who is about to start a two-day training programme called "Be Your Own Brand".

"It takes the principles and techniques of organisational branding and applies it to the individual," explains Hayward, who trained in psychology at the University of Auckland and now runs her own training consultancy from the Auckland suburb of Royal Oak.

Theory and some case studies lead to exercises underlining the difference between how you see yourself, how others see you, and how you can develop a plan to close the gap.

For example, one of the exercises asks you to do your own brand analysis ("what would I be if I were a colour/car/country/movie") and then take those criteria to colleagues or partners for their input.

"There's a whole self-awareness thing that doesn't happen," says Hayward of the average corporate creature.

Everyone has a brand, she says, but may not know what it is - and without that knowledge, they can't use it.

She points out that those who know their brand and use it well stand alone, their names more meaningful than the companies they work for. Auckland real estate agent Michael Boulgaris, she says, is one.

Exploring your brand also involves exploration of values - and it's not an exercise relevant just to those with jobs requiring a lot of face time with customers.

"It doesn't matter if you're in accounts payable or you're the general manager," says Hayward.

"Make sure you are the best so that when you move on, the entire building is grieving over the loss of you.

"Not just your direct reports, but all stakeholders, because you've been as indispensable as possible.

"You let the brand linger when you move on."

* Ellie Hayward's consultancy, Beyond Attendance, can be contacted on (09) 624-2488 or (025) 885 654.