我的專案有品牌每個專案領導人都該學會的功課

Each ERA® Office is Independently Owned and

OperatedExcept Offices Owned and Operated by NRT

Incorporated

在變化快速的時代

除了傳統的專案管理技巧之外

專案領導人還需要學習品牌的策略

讓你的專案引起足夠的共鳴，激發大家採取行動

前言

Each ERA® Office is Independently Owned and

OperatedExcept Offices Owned and Operated by NRT

Incorporated

影響專案形象的四大元素

策略上的重要性

1. 與經紀人員業績有直接關係的專案較能吸引更高的關注

2. 找到專案策略的重要性

Each ERA® Office is Independently Owned and

OperatedExcept Offices Owned and Operated by NRT

Incorporated

影響專案形象的四大元素

專案負責人的聲譽

1. 人對了，就成功一半

2. 經紀人員會搶著和廣受尊敬的領導者合作

Each ERA® Office is Independently Owned and

OperatedExcept Offices Owned and Operated by NRT

Incorporated

影響專案形象的四大元素

專案的可行性

1. 公司指派的專案看起來成功機率低，大家會迴避

2. 經紀人員會在專案推行前四處打聽可行性有多高

Each ERA® Office is Independently Owned and

OperatedExcept Offices Owned and Operated by NRT

Incorporated

影響專案形象的四大元素

客戶的質與量

1. 當專案與客戶合作愉快時，那麼大家就會想向專案靠攏

Each ERA® Office is Independently Owned and

OperatedExcept Offices Owned and Operated by NRT

Incorporated

塑造專案品牌的五個步驟

1.提案

2.規劃

3.宣告

4.表現

5.收尾

Each ERA® Office is Independently Owned and

OperatedExcept Offices Owned and Operated by NRT

Incorporated

塑造專案品牌的五個步驟

1.提案

1. 提案是否成功將會決定團隊對此專案的第一印象

2. 解答為什麼這個專案很重要：將好處說出來

3. 讓專案工作本身與結果都具有相當的吸引力

Each ERA® Office is Independently Owned and

OperatedExcept Offices Owned and Operated by NRT

Incorporated

塑造專案品牌的五個步驟

2.規劃

1. 必須開誠布公創造正面形象，同時建立信心

2. 公開透明的確認目標、代辦事項、時程、指派工作

3. 黑箱作業可能讓反對者與無法參與的人心生不滿

Each ERA® Office is Independently Owned and

OperatedExcept Offices Owned and Operated by NRT

Incorporated

塑造專案品牌的五個步驟

3.宣告

1. 可透過精心規劃所達到的高潮

2. 宣告讓公司的人對此專案產生正面的看法與期待

3. 每個專案都許要一個正式且引人注意的開始

Each ERA® Office is Independently Owned and

OperatedExcept Offices Owned and Operated by NRT

Incorporated

塑造專案品牌的五個步驟

4.表現

1. 在專案推出後，應持續對外溝通專案的進度

2. 專案品牌將在此得到增強或減弱

3. 開會報告專案透明度、階段性目標的達成率

Each ERA® Office is Independently Owned and

OperatedExcept Offices Owned and Operated by NRT

Incorporated

塑造專案品牌的五個步驟

4.表現

1. 在專案推出後，應持續對外溝通專案的進度

2. 專案品牌將在此得到增強或減弱

3. 開會報告專案透明度、階段性目標的達成率

4. 隱瞞實情可能會帶來員工的猜疑與不利的流言

Each ERA® Office is Independently Owned and

OperatedExcept Offices Owned and Operated by NRT

Incorporated

塑造專案品牌的五個步驟

5.收尾

1. 收尾是專案的最高潮，可能凝聚、強化或削弱前面幾個階段塑造出來的品牌

2. 向值得嘉許的人致敬

3. 明確正式的畫下句點

結尾

Each ERA® Office is Independently Owned and Operated

Except Offices Owned and Operated by NRT Incorporated

企業的每個專案都有一個內部品牌，品牌的聲譽與地位將決定這個專案能得到多少支持。

專案品牌的強弱，將取決於專案的吸引力，例如策略的重要性、可行性高低、專案負責人的聲譽。

ALWAYS THERE FOR YOU