How to become a success at work

Tessa Hood is a Reputation Management and Personal Branding Consultant, and founder of www.changinggear.net, a company which offers personal branding and image consultations to business people. She tells Risk Collective how and why she set up her business.

What inspired you to set up Changing Gear?

I have always been self-employed and when I split with my husband in 2002 after not working for about seven years, I had to think of a way to keep myself, so I trained as an image consultant, initially to work with individuals (prior to Trinny & Suzannah). I quickly found this was not a sustainable income provider so turned my attention to the corporate market.

What personal qualifications do you have to be able to offer the services you do?

Associate Membership of the Federation of Image Consultants (only available if you have completed a course with a recommended trainer), Member of the Institute of Career Guidance, plus many years of experience within the image and advertising industries as an advertising model, and then as a freelance producer of advertising campaigns. Using advertising techniques, ‘product impact’ became very obviously a way to promote not just industry but individuals.

What does a reputation management expert offer?

A clear way for the individual/company to understand that they are only as good as their perception in the marketplace (perception is reality), and to be out of control of that perception is a dangerous place to be. Learning to understand how to control your perception by potential clients, and what to do to build and then manage your reputation long-term is a huge part of your success factor. (It’s about being more in control of what people are saying about you when you are out of the room!)

Can you explain what a personal brand image is?

‘A personal brand image’ is a misnomer. I rarely use the word image when referring to my clients. What they need to understand is that they are, as individuals (like it or not) ‘products’. We are all products that are being ‘bought’ by people who want to work with us for whatever reason. People generally prefer to work with people they like, so understanding your authentic personal brand is a way to be in control of others’ perception that you have a huge promise of value, integrity, professionalism and likeability. This comes down to how you broadcast your core values, your pro-activity, your personality and character and how you are ‘packaged’ as business-ready, whether that be in a formal or a more dressed-down working environment. Matching your clients’ expectations is vital. Authenticity is key however, it’s not about pretending to be something you’re not. With a personal brand you are clarifying exactly what you stand for - consistently and truthfully.

Why do you focus on trust and why is it so important?

Obviously living in the times we do, it has become very clear that people have lost faith in our government and its MPs plus some of our previously much-loved institutions like the BBC alongside the backbone of our business life, our banks and financial service providers. It struck me that people needed to look a little deeper at the question of trust and ask themselves if they were showing the ‘face of trust’ to their potential marketplace, and how they were displaying their own authentic core values which must include trust, integrity and demonstrate respect. Why would someone decide to buy from you? How do you prove to them that you are absolutely the right choice for them? How to you keep a proactive interaction with your clients and never, ever, let them down? How you will earn their lasting trust should be part of your mission statement.

Who can benefit from your training - top-level executives, or anyone in the workplace?

Absolutely anyone! For example I may work with the people who graft on the shop floor to think of themselves as ‘owners’ of the business, so that they become less ‘cogs in the wheel’ and realise they are important, valuable units within the business, and that without them the business would be less able. This raises self-esteem and builds confidence within teams.

Client-facing teams benefit hugely from this philosophy as they build up better long-term rapport with their clients and are seen to be remarkable and enjoyable to do business with, thus driving the reputation of the company as one that has a ‘great people’ face.

The Chairman and the Board have to be seen to be leading the revolution into the new attitude amongst the company employees, so all the leaders should be demonstrating (through their own personal brands) how they are differentiating their company (especially during a downturn) through their people.

This philosophy also helps people who may feel they have hit a ceiling in their careers and want to push through by being more visible. Personal brand coaching will help them clarify their ‘big picture’ and the tools they are given will help them to set their path more clearly towards identifying where they want to be and how to get there.

How does running the company fit in with your own personal/family life?

I am lucky in that my husband also runs his own business and we often discuss our individual business problems/issues over supper. I find the work/life balance I achieve and the freedom I have to decide what I am going to do next very agreeable.

How can your training help a company going through the present economic climate?

During this recession there are a couple of things I recommend. One, don’t stop training! No matter in what field you decide to improve the expertise of your people, this recession will improve and those companies who have kept their people at the peak of their capabilities will emerge stronger and ahead of the competition.

Secondly, differentiation, differentiation, differentiation is my mantra to all the companies I work with. Don’t be afloat on a ’sea of sameness’, differentiate your business through your people and use their enthusiasm for your business to be reflected in their relationships with the people that bring in your profits. Your business is only as good as the people in it. Look after them.

Do you think women have a harder time being taken seriously in the workplace than men?

For women there will always be issues over potential pregnancies, alongside childcare difficulties, and other family matters for which women, in the most part, take responsibility. That apart, a good woman executive is as good as a man, in fact we are being told now that more women are gaining good degrees than men. I do believe too that women have to work harder and show huge commitment, often sacrificing a great deal of home life in order to break through the glass ceiling once they reach a higher level, indeed there are very few women on Footsie 100 boards which speaks volumes for the difficulties and prejudices they face.

Why is what you wear to work so important?

Amongst many other aspects, these are some of the words I’d use to describe why what you wear to work is important:

• Self-respect
• Offering esteem to others by showing that you respect them and care enough to make an effort
• Looking like you can ‘do what it says on the tin’
• Matching customer’s expectations
• Showing consistency
• Dressing up for the job you want not the job you’ve got
• Dressing well to display leadership by example (at any team level)
• Confidence in your position
• Recognising your own status
• Being perceived as more powerful through always looking business-ready whether dress-down Friday or not

I know a very successful commercial bank manager who has always insisted on wearing a suit and tie from day one of his first day at work - he has risen quickly to board level.

Another example is of a young, highly qualified, female executive assistant in a bank who was told to improve her appearance as she didn’t ‘fit’ the position she was in (assistant to the Chairman) and was being perceived as a clerk. She worked with me to improve her personal brand and working wardrobe, and has now been promoted and moved to advising high net worth individuals, which is a huge revenue provider at the bank.

Tessa Hood, Reputation Management & Personal Branding Consultant, and founder of www.changinggear.net, tessahood@changinggear.net.

Tags: Inspirational Women, Women in business