i-brand e-bulletin: February 2007

name: Sanna Anderson

position or title: Nutritional Therapist

company: SannaHealth (helping busy people achieve optimum health and well-being)

website: www.sannahealth.com

location: London

What has been your most valued professional achievement?

Completing my nutrition degree while still working in the City, and then having the courage to take the jump into the world of self-employment.

Name the five most distinctive characteristics or attributes that have helped you to achieve your success:

• Stubbornness (I'm originally from Finland, and we use a word called 'sisu' which has a more positive ring to it)
• Ability to see the funny side
• Willingness to just close my eyes and jump
• Hard work
• Passion to combine good food and optimum well-being

What makes your business distinctive?

• Lively, energetic brand
• Advice tailored to accommodate the clients' tastes and life styles
• Making good health easy, accessible and part of real life, not just something to aspire to

What key skills have helped 'you' your Personal Brand become distinctive?

• My passion for good food and optimum health
• Ability to understand the constraints busy career people face in trying to improve their health
• A real life approach to nutrition (I won't ask anyone to sprout seeds unless they really want and have time for it!)

Where do you look for inspiration?

Successful entrepreneurs who are still having fun with their business but are also making a difference. My friends and family who have supported me throughout my career change.

When the going gets tough what helps you through?

Hot bath with a glass of champagne and some organic chocolate. Keeping a success journal.

Advice you'd wished you'd had when starting out?

• Don't spend money on advertising unless you know exactly who you are targeting and what you are offering.
• Think big from the beginning and then you don't have to re-think your procedures to accommodate for growth.
• Kick yourself out of the comfort zone - daily. It'll soon become a habit.

Most Valued Brand?

It's hard to pick just one brand. I do love Waitrose and what it stands for in terms of good quality food. They seem to constantly be stocking new ingredients and inspire me to try out different recipes and broaden my taste horizons.

Most inspirational famous Personal Brand or Celebrity Brand?

The queen of pop, Kylie Minogue.

Whatever You Think, Think The Opposite (Paperback)
by Paul Arden

brief synopsis
If you are going to make your mark on the world, you have to start thinking differently. To think differently, you have to think illogically. "Whatever You Think, Think The Opposite" looks at life the wrong way, in a bid to explain the benefits of making wrong decisions.

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All the answers you want to know on how you can make networking work for you.

name: Triston Wallace
company: Skillset - the Sector Skills Council for the Audio Visual Industries (broadcast, film, video, interactive media and photo imaging).
role: London Manager
website: www.skillset.org

How would you define the term 'networking'? What does it mean to you?

To me it means a conscious process of making use of the connections made when you meet people. The purpose of this can be for business, for social interaction or for transfer of knowledge to name but a few. As the world gets more complex, it is increasingly difficult to be successful relying solely on your own efforts. These loose partnerships - the people you would like to work with, or the "experts" in any particular field - should be seen as an extended knowledge-base and resource.

What advice or tips can you give someone who is just learning about networking?

You never know where a person you have just met will end up next - just because you can't seem to work out how they can help your cause now doesn't mean they won't be able to in the future.

If you are really nervous about the act of networking, set yourself some goals - "I will introduce myself to five people this evening".

If you think before hand "what is the point going - there will be no-one good to meet" remember that you are going so the chances are that someone like you will be there too.

Make sure you act on a useful introduction - with an email or a call, to firm up the relationship. Don't let the business card fester in the bottom of a bag for months.

Make sure that you are not possessive of your contacts - if you know someone who would be ideal to help someone else, introduce them.

Think of your contacts as specialists in their field, and don't be afraid to ask them for advice and support.