PERSONAL PERSONAL BRANDING: ATC BRANDING: ATC IN PERSPECTIVE IN PERSPECTIVE

PRESENTED BY: ROSEMARY KYALO (ATC PRESENTED BY: ROSEMARY KYALO (ATC KENYA)KENYA)EMAIL: EMAIL: rskyalo@gmail.comTEL: +254 714 590 361TEL: +254 714 590 361

REASONS FOR BRANDINGREASONS FOR BRANDING

REASONS FOR BRANDING

To be heard

To be respected

To be felt and recognized

To increase work enjoyment

To get desired results easily and quickly

To change existing negative perspective- from within and without

Increase motivation

Build teamwork

Build self esteem

Build sense of belonging and ownership

Increase relevance

Personal Branding

A description of the process whereby people and their careers are marked as brands. While previous self-help management techniques were about self-improvement, the personal branding concept suggests instead that success comes from self-packaging. The way you market yourself to the world. Your personal brand is what other people think of you in some ways it’s outside your control, but you obviously have some influence over it.

Personal Branding

Personal branding is unavoidable. As others interact with you, they’ll automatically form mental associations that connect you with certain labels, often within the first few seconds. You can’t avoid being labeled, and other people can’t avoid labeling you. It happens automatically because our brains are wired to recognize patterns and form associations. The labels people attach to you become part of your personal brand.

If you type an email, you’re branding yourself. If you have a conversation with a friend or family member, you’re branding yourself. How you dress, what you eat, and how you talk all contribute to your brand. Think of your brand as the summation of all the associations about you that are stored in people’s minds.

‘Brand Personality’

A set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits. This is the added-value that a brand gains, aside from its functional benefits. There are five main types of brand personalities: excitement, sincerity, ruggedness, competence and sophistication.

Elements of Personal Branding

Personal Appearance - Including clothing, hygiene and attractiveness.

Personality - Your values, goals, identity and behavior.

Competencies - These are cognitive, business, communication and technical skills that enable you to perform your job responsibilities.

The Differentiator - Offering a unique value proposition or benefit to your target audience.

Constructing a brand with a mixture of these elements will have a positive effect on the people around you and your future. After producing a personal brand, with these elements, you must weave them into a story or message that can be consumed by your audience.

What Makes You Different?

Start right now: as of this moment you're going to think of yourself differently! You're not an "employee" of CAA, you're not just a "worker” Starting today you are a brand.

What Makes You Different?

We are every bit as much of a brand as Coke, Boeing, or Dettol. To start thinking like your/our own favorite brand manager, let’s ask ourselves the same question brand managers ask themselves: What is it that our product or service does that makes it different? Let’s start by identifying the qualities or characteristics that make us distinctive from our colleagues. What have we done lately – to make ourselves stand out? What would our colleagues say is our greatest and clearest strength?

Marketing Brand You? Pratical

1. Changing our defeatist/pessimistic bad attitudes

Examples Attitudes that CAA owes us, the airlines owe

us, pilots owe us etc….. We behave like we don’t care what people

think about us then we get surprised when we get treated badly

2. Realizing that its more than having a logo and a name, the image we portray to the world in terms of clothing, hygiene, colors etc is as much important

Examples

Going to work/ meetings in oversized coats, multicolored jackets, unmade/unkempt hair, funny weaves and wigs, sandals/open shoes with legs covered in dust, chipped nail polish and nails, faded shirts/t-shirts, color clashing, rubber shoes…

Realize that the way we dress ourselves makes others respect/disrespect us!

We should set our standards very high and tell ourselves there are some things we cannot be seen wearing.

3. Changing the way we talk and present ourselves

Talking mother tongue in office is not only illegal but does not sound very professional

Always talking negative e.g. ATC is a cursed profession!

Complaining always…

Realizing we are poisoning our own work environment and sabotaging our own efforts by talking this way.

4. Being grateful for what we have

E.g. A permanent job, flexible working hours and a decent salary which we still choose to complain about!

5. Keeping time at work, during meetings and even in AGMS where we invite guests and they arrive before us…it shows we are not respectable and is just a reflection of a bad attitude!

6. Not sleeping when we supposed to be working….in the restrooms…

7. Not driving dirty cars

8. Investing in ourselves e.g.

In our health… like joining health clubs/gym

In our happiness…by doing what we love most when we off e.g. going to the movies, swimming, football etc

In our academics

Hanging around people who add value to our lives

9. We love asking for free things e.g free air tickets and also people who always wait for lifts don’t even carry bus fare because they know someone who can give them a lift after work!

10. Not going for cheap and dirty always e.g. location of offices is not befitting of status , going for cheap hotels and joints when we call for AGMS or any other meeting!, Printing cheap t-shirts with poor material and funny colors just to save on money

11. Most ATC associations have no vision of where they want to go and who they want to be…what are our strategic objectives, what is our vision, mission and we should come up with a yearly theme…borrow from our umbrella body IFATCA

12. We always surround ourselves with negativity e.g. the cartoons posters in our control rooms

13. We treat others with disrespect and open hostility e.g. treating colleagues poorly because they are not ATCOs, disrespecting management…how do we expect to gain goodwill with management if we show them open disrespect and contempt?

14. Realizing we are out responsible to motivate ourselves both at work and outside work.

Brand Building Strategy – The Case of KATCA Recommendations

1.Increase membership contributions

To cater for good AGM locations and other activities apart from the AGM

To go for quality image

To build a sophisticated brand personality

2.Build on existing strengths of our brand

Resilience of ATCOs

Professionalism

No rebate tickets unless one is willing to pay 30% of total cost of ticket in order to redeem our image as beggars and also to encourage operators to support our course for sponsorship or otherwise.

Revisit 2day AGMs and also sponsorship from stakeholders for such events in order to exhaustively cover elections and other presentations.

Come up with a code of ethics and conduct e.g. barring members from attending meetings in certain attires such as open shoes , caps etc, .i.e. specify dress code for meetings in order to have a presentable image.

Encourage members to interact with the city and get involved in activities outside work e.g. city marathons, sports events e.g. rugby, football, swimming , theatre, languages, events such as fashion shows, sista-to-sista, Blankets and wine, concour d’ elegance

Avoid complaining by all means and take charge of our situation

Take responsibility of our health-don’t just ask for health insurance…do something about your health e.g join gyms…

Stop begging and stop fighting

Stop complaining

Have our motto, vision, values, standards, theme….

ATCOs should be known by CAA and everyone else as people who dress exceptionally, are smart professionals, make sensible contributions towards the organization, are supportive towards organizational goals etc e.g. pilots…set ourselves apart so as not to be treated as others in our organization

Be passionate about life and the work we do…

Quotes to Remember

1. As a good friend of mine likes to say “battles are many if we lose one battle we will definitely win the next”

2. “I never saw a pessimistic General win a battle” (General Dwight David)

3. The only disability in life is a bad attitude (Scott Hamilton)

4. Character is the result of two things: mental attitude and the way we spend our time (Elbert Green)

5. Nothing can stop the man with the right mental attitude from achieving his goal; nothing on earth can help the man with the wrong mental attitude. (Thomas Jefferson)

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