Branding building a strong asset your people
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Branding: Building A Strong Asset – Your People!. Baltimore PCC Education Seminar University of Baltimore March, 2009. Objectives. Define branding Build your team Brand your team Sell your brand Benefits of branding. How Strong is Your Brand?. “Don’t leave home without it.”.

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Branding: Building A Strong Asset – Your People!

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Branding building a strong asset your people

Branding:Building A Strong Asset – Your People!

Baltimore PCC Education Seminar

University of Baltimore

March, 2009



  • Define branding

  • Build your team

  • Brand your team

  • Sell your brand

  • Benefits of branding

How strong is your brand

How Strong is Your Brand?

“Don’t leave home without it.”

“Fly the friendly skies.”

“Zoom, Zoom!”

“It’s the real thing!”

“Melts in your mouth, not in your hands!”

“Be all you can be.”

Great branding sticks

Great Branding “Sticks”!

Your personal brand

Your Personal Brand…

  • …is how your peers, managers, partners, customers, and others use to describe you in their own minds.

  • This “picture” is created by others observing what you say AND what you consistently do.

Plain and simple

Plain and Simple:

  • “You aren’t defined by your job title and you aren’t confined by your job description. You are your brand. -Tom Peters

  • “A brand is what people say about you when you are NOT in the room.” -Jeff Bezos - Amazon

Branding your biggest asset

Branding Your Biggest Asset

Your people!

  • Training 1 new employee costs each company 35% of their annual salary in time and training efforts. -Gallup 2004

  • Statistics have proven that 97% of employees leave managers and not companies. -Gallup 2004

Branding more than meets the eye

Team Members

Job Titles



Talents & Strengths

Values & Beliefs

Personal Experience

Ability to Influence

Ability to Execute

Drive for Results

Thinking Style

Relationship Skills


Branding:More than meets the eye!

Building the team

Building the Team

  • Select for Talent

  • Set Expectations

  • Focus on Strengths

  • Develop People

Building the department

Building the Department

  • Empower your team to use their knowledge and judgment to answer customer questions.

  • Grow and develop staff in their current roles.

  • Analyze the talent pool and identify staffing “holes”.

Branding tricks of the trade

Branding “Tricks of the Trade”

  • Department Procedure Manual

  • Company Mail Guide

  • Consistent Operation

  • Communication

  • Knowledge

  • Experience

  • Image

Good branding creates

Good Branding Creates:

A Corporate Consultant!

  • Knowledgeable and experienced staff

    • Utilize technology and training

  • Understand the mailing industry

    • Professional organizations and publications

  • Meets the internal and external needs of the organization

    • Knows the impact and acts as a catalyst for change.

Sell your brand

Sell Your Brand

  • Communication

    • Industry Contacts

    • Internal Customers

    • Be the Change Agent!

  • Measure

    • Department Productivity

    • Impact of Change

  • Create Value and Tell EVERYONE!



Your brand is defined everyday!

  • I’d love to help, but…

  • I plan to get to it when…

  • I should have some time next…

  • Next quarter I should….

Understand your brand

Understand Your Brand

  • Know your value

  • Others must understand the benefit of your involvement

  • Build trusting relationships

  • Be predictable

Branding habits

Branding Habits

  • Timeliness

  • Keep your commitments

  • Complete the task

  • Practice common courtesy

    • Say please and thank you

    • Open a door

    • Smile

Branding benefits

Branding Benefits

  • Provides a credible, distinctive, and trustworthy image

  • Projects a compelling message

  • Creates focus in a fast-paced world

Branding next step

Branding Next Step

  • Share knowledge and talents with team, management and industry colleagues

    • Helping is not a competition!

  • Identify common problems, goals and solutions

  • Acknowledge achievements of others

  • Introduce others into your business network

You make the difference

You Make the Difference!

Questions? Comments? Discussion?

Thank you

Dana McCormick

Operations Manager

Wells Fargo Home Mortgage

8480 Stagecoach Circle

Frederick, MD 21701


[email protected]

Thank You

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