Director with the CTO, Bonita Morgan.
Kerry-Ann Layne (left) receives her certificate.
“Think of yourself as a brand.”
Caribbean Tourism Organisation (CTO) Director – Resource, Mobilisation and Development, Bonita Morgan, gave this advice to 16 of the newest graduates of the Sandals’ Hospitality Training Programme.
Speaking during the ceremony yesterday at the hotel, she insisted that it is important to know what image one displays to others and whether it is a true and positive representation of themselves.
“It’s called the I-brand, just like Sandals or Coca-Cola or whatever else. When you think of a brand you think of the reputation of that company and individual and their uniqueness – what makes them different from other businesses, organisations, etcetera? If you think of yourself as a brand … you have to start thinking about ‘what is my reputation?’”
She continued, “So ask yourself – in order to build your brand – how would people who know you describe you as a person? ‘What is the image that I portray to otherpeople? What is my biggest strength and my biggest weakness? Do I have a plan for improving my skills and my life? Do people seek me out for guidance and counsel? Do I believe my own press?’ What is your reputation with people you value the most?”
Morgan noted that persons must build on the good things about themselves in order to set higher standards.
“The reality is that in our part of the world we are very comfortable with mediocre standards.
It is important to aim high and set these standards for yourself. Do not let Sandals set the standards for you, but set these for yourself,” she continued, encouraging the group to pursue their own goals unceasingly. (JMB)
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