Tag Archives: Branding

The Power of a Brand. Yours!

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Most of us recognize the influence that corporate brands such as Apple, Coca-Cola, Zappos, Google, Microsoft, Nike or Starbucks have on our buying decisions. But how much focus do most of us put on the most important brand of all – our own?

Wikipedia defines personal branding “as the process whereby people and their careers are marked as brands. It has been noted that while previous self-help management techniques were about self-improvement, the personal branding concept suggests instead that success comes from self-packaging.”

Just a few short years ago, personal branding wasn’t really such a big topic of discussion. These days, however, it has everything to do with succeeding, especially in the social selling space. According to William Arruda, a personal branding guru, personal branding is a revolution in the way we manage our careers or businesses. It’s a way of clarifying and communicating what makes you different and using those qualities to separate yourself from your competitors.

You are the CEO of Brand U

Some years ago, in a Fast Company article, business guru Tom Peters advises individuals to follow the lead of the corporate world and do what they have been doing for years: create your own personal brand. Peters says that no matter what your career title, you are really the CEO of your own personal service company: Me, Incorporated. He says each of us is “a free agent in an economy of free agents” and that we all must establish our own “micro equivalent of the Nike swoosh.”

How does this fit social media?

Your personal brand is the firm impression or image that comes to mind when people think about you. It’s a mental picture someone forms about you when your name is mentioned. Whether we like it or not, prospective buyers Google our name, check out our website and look us up on LinkedIn, Twitter, Facebook and YouTube. In addition to our actions, words, clothes and behavior making a statement about who we are and what we offer, our online presence does the same thing. When you have seconds to create a lasting impression, one that contributes to achieving your revenue goals, it is important to honestly evaluate how your personal brand stacks up. Once you do, you can develop strategies to minimize those things that are detracting from the message you mean to convey.

Consistent branding based on authenticity can help you improve partnering and cultivate loyalty. -David Cohen, Creative Start-Up Veteran and Brand Strategist at Equation Arts.

Starting today – YOU are a brand!

Social media provides everyone the chance to stand out. Everyone has a chance to be a brand worthy of something remarkable and memorable. Take the time to ask yourself the same question that brand managers at top companies ask themselves: What is it that my product or service does that makes it different? Challenge yourself to shrink it down to 15-words-or-less. Write down your answer. Then take the time to read it - several times. Think about…

  • The qualities or characteristics that make you distinctive from your competitors or your peers.
  • How you have made yourself stand out today, this week or this month.
  • What others would say is your greatest and clearest strength?

Shelve your biased thinking that a personal brand doesn’t matter when it comes to being successful selling your products or services. In today’s world, it is everything! If you want to achieve your goals, developing your brand is a must not a luxury.

Remember, even if you choose not to proactively define your personal brand, others are certain to do it for you. Will you like what they say?

What’s In a Picture?

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Yesterday, Dawn Gartin, a colleague in my LinkedIn network, posed a great question asking what people thought their profile picture did or didn’t do for them. I love the question, because it comes up in every social sales training that I deliver. Some will debate that the picture doesn’t matter or argue that it could create bias in advance. To the first point…well, yes, I feel strongly that your picture does matter, as you’ll see in my response below. As for bias…when you choose not to post a picture that can create a bias in someone’s mind also. Are you hiding something they might be asking themselves. But the way I see it, you are going to meet them at some point anyway, right? Why not let them know who you are right up front? I suspect that often the concern is that you don’t have a great photo to use. That I understand. And it’s worth having a professional take a head shot for you, if you feel unable to tackle it on your own.

Here’s my response to Dawn’s question…

I currently use the same photo to maintain consistency across LinkedIn, Plaxo, Twitter, Blog, Facebook, etc. My business focus is on executives and sales professionals, so I use a professional picture and feel strongly about the importance of doing so to support my brand message and target audience. As sales professionals, it is important to remember that your picture helps people connect with you. They feel they are getting to know you…something about pictures and voice that draws people in. That’s why using video is so compelling.

It’s About Your Brand

Combine your picture with active online participation and you gain important visibility. Crucial to success in this new social world is being seen. You have to put the effort into participating so that when you buyer is ready - they think of you! OK, so back to my colleague, Dawn…if you happen to be in Atlanta, you might be interested in the networking “meet up” she’s got going on Thursday, January 21. You can find the details here. What I think is cool is that you can get a professional headshot taken at the event that you can then use on your social profiles. Do it! The price…incredibly inexpensive at $35.00. Again, find the details here.

BTW - having a current picture on your profiles also means that when you do “meet up” with prospective buyers or partners in person…you both already know what you each look like:)

Authenticity, Learning, Branding and More

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Friday, I attended the 5th Annual Pink Magazine empowering women event. Held at the Intercontinental Hotel, it attracted business women from all over Atlanta interested in business building and professional development. Segments on Leadership, Marketing, Balance and Finance followed the kick-off keynote delivered by author, Gail Evans. What I appreciated most about Gail’s comments was her reminder that we - as women - have not come as far as we might think. One key place still holding women back, according to Evans, is the lack of teamwork. Too often, women are still trying to go it alone. It is an important point for women to think about.

Later in the day, I headed to Emory Goizueta Business School to talk with a roomful of budding entrepreneurs about social media for smart sales™. As the way people buy business products and services continues to evolve, the sales process must adapt to this new buying behavior, which is largely internet based.

It was interesting that between the two events a common theme for the day emerged. Authenticity was the first theme to emerge early in the morning. The second was that successful people make mistakes, fall down, pick themselves back up, learn from the experience and move on.

Authenticity and transparency are becoming vital skills when doing business in our digital economy. The success of the buyer/supplier relationship is based on mutual trust. Representing yourself and your business in open, honest ways are critical to your success. Buyers are a bit fed up with the hollow promises of vendors more concerned about their personal goals and not the goals of their prospective buyers. “Over deliver” should be the customer loyalty theme shouted from the corporate mountaintops. Do the unexpected and separate yourself from others in your field.

It was an inspiring day really. All day I was surrounded by people who understand that success comes from making a commitment to our professional development. That means investing time and money. It also means taking risks, making mistakes and learning from them, so we can achieve even more. In email I received from Seth Godin, he had this to say…

As an organization grows and succeeds, it sows the seeds of its own demise by getting boring. With more to lose and more people to lose it, meetings and policies become more about avoiding risk than providing joy.

Embrace risk, embrace change, create incredible customer experiences and ignore anyone who tries to take you off course. Always remember that success is never earned while merely sitting on the sidelines!

Sure People Know What You Do?

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More than once, I’ve been surprised to learn that people who have known me for a long time don’t actually know what I do. My first thought is seriously? What the heck? How many times have we talked about it?

Ever happened to you?

I’m betting that every business owner - at least once - has faced this dilemma.

It’s been awhile, so I don’t remember anymore where I first heard this piece of communication wisdom, but I do remember that it goes something like this…”If the “receiver” of your communication doesn’t get it, the responsibility for the mishap falls on your shoulders.” Ouch.

Colleague and branding expert, David Cohen at Equation Arts would probably not be surprised to hear that people are often confused by our messages. It is a common malady. That’s why he is such a great resource and worth every mega dollar he charges! Make sure you tell him I said so!

Since April 2009, I have had the privilege of being part of a peer advisory group that is facilitated by Bill McIlwaine of Executive Forums. These quarterly meetings are long, intense, insightful and thought provoking. The meeting two weeks ago helped me to realize that I am viewed as a credible evangelist, even the first person that my colleagues think of when the topic turns to social media, but beyond that these executives were not completely clear on the WHAT of my service offering. Did I say ouch?

That realization led to this post and the subsequent rework of the Talent Builders website. The website refresh is not quite complete, but I hope even at this moment you have a clearer picture of the value you receive when you work with our team. If not, I’m counting on you to let me know.