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BYO Corporate Brand Stylist
30 October 2015
I once had the pleasure of being hosted at a family for the QT on the
Gold Coast. The themed hotels throughout Australia are each uniquely styled yet
a strong cohesive corporate identity comes through. The experience got me
thinking about style and brands, whether it is a company brand or a personal
brand – injecting some pizzazz and flair into how you package your brand will
set you apart. Also be prepared for opportunity to publicise your brand by
having your promotional tool kit ready. As it is spring, it’s time for a
makeover – of your corporate image profile.
Are you the MD of your business or a CEO who is organised, efficient and
great at managing a team but hasn’t got the necessary tool kit on hand to
showcase your personal brand and profile?
To be your own corporate stylist you need to display not only style but
substance. By that I mean – look the part with a polished image and good
portrait photo and have a bio with key brand messages on hand ready to
distribute to media or conference organisers when promotional opportunity
arises. Have your collateral available on your website and keep your profile
photo and bio consistent on your social media platforms.
Ready to update your profile? Here’s my top ten tips to have you
corporate style ready.
A professional head-and-shoulders
photograph of you or the key spokesperson for your business in both high and
low resolution digital formats suitable for print publications, annual reports
A secondary photo showing a slightly
more relaxed personality suitable for internal publications and/or social
A photograph of your signature team
portrayed accordingly. Your executive leadership team would be suitably attired
and perhaps be photographed in the boardroom. A factory team in uniforms or a
creative industry team in stylish outfits and setting.
A photograph of the external corporate
building or an interesting interior office, boardroom or warehouse that looks
inviting and professional.
The business logo in all suitable
formats for web and print publication and any other symbols, tag lines or logos
associated with the brand.
High quality photographs professionally
styled and shot of all the key products associated with the business. Services
can be included also such as a fitness instructor coaching a client or a chef
that strong visual identify by determining what makes you or your business distinctive from the competition. Know what your colleagues or your customers say is your
greatest strength and come up with a way to portray those brand qualities to
make yourself stand out.
Express your brand with a personal
biography of you suitable for media and key stakeholders. Be clear
of your attributes and qualities and inject personality into the written
description. Have a number of versions – a mini bio or byline of 40 words a short
bio of up to 200 words and a longer one page version listing all your
A business biography/backgrounder
succinctly expressing the brand and contact details that is suitable for media
and key stakeholders. Again a mini bio or byline of 40 words, a short bio of up
to 200 words and a longer one page version – or fact sheet showcasing the
business attributes and background.
Ensure that your message is clear and
consistent. Understand your USP that differentiates you from your competition
and know your top key messages aligned with your vision and mission that you
include in any internal or external communication.