Building your brand

Having recently read Self Made by Bianca Miller-Cole and Byron Cole (to be reviewed in the next edition of this magazine), one of their chapters covered building your brand which should always be on your radar strategically. They reminded me of a quote by the founder of Amazon: Jeff Bezos – “your brand is what other people say about you when you’re not in the room”.

They also used an acronym that I had not come across before: PACK. This stands for Presentation, Approach, Communication and Knowledge. I quite like this and thought it would be worth sharing a little more about the context of PACK.

Presentation: The old adage goes that you have seven seconds to make a first impression, so how you present yourself is important: how you look, how you dress, what you say and how you say it. So be conscious of this when representing yourself and your business – how you want to be perceived.

Approach: This relates to your body language and how you present your business from the point of view of your “elevator pitch”. Make sure you are communicating your offer in a clear and relevant way to your audience. Another “A” that is key here is authenticity.

Communication: This is ensuring that your verbal, written and online communications are in line with your business and are conveying a consistent message – in keeping with your brand.

Knowledge: This is essentially using your knowledge, experience and skills to come across as credible. Basically being able to do what it says on the tin!

Hopefully you have found this useful in thinking about your brand?

Paul Green
The Business Bulletin

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Building your brand

by Paul Green Time to read: 1 min