Build a mental trophy cabinet for your professional wins

As part of our annual appraisals, I have been talking to my junior team about their objectives, their performance over the past year and, most importantly, how that is viewed by others.

Secret Marketer

This week I am also the proud recipient of a beautifully painted head office. I’ve always believed that the best way for your people to understand the essence of your brand is to see it all around them, and know that you are serious about it. When I joined my current company, the head office looked like a cross between an airport departure lounge and a hospital – it was white and clinical. While it was spotlessly clean and felt professional, given our corporate colours are a bold primary colour, the place lacked energy and appeared somewhat soulless.

Today it is very different – the walls are painted in our own Pantone shade and on them are adorned key statements about our brand. We have a new plasma wall, with videos of our brand in action permanently on loop (sound off). The elevators are adorned with our latest advertising posters, which change every month. We even have a corner with our products on permanent display.

This may all sound run-of-the-mill for many brand managers, but it is a major innovation for us. Overnight I’ve detected a sprightly step in the attitudes of our employees – they are pumping their chests out and walking tall – proud to work for our brand.

Which takes me back to my team appraisals. I have been saying to them that they need to have a ‘virtual’ trophy cabinet in their heads – where they can mentally display something they have achieved this week, this month and this year. It’s a way to reflect back on what they have done in a tangible and meaningful way. Not only does it provide daily motivation for making progress but it also gives them a ‘library’ to call upon when it comes to their next appraisal.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here