How a Great Personal Brand Can Lead to Entrepreneurial Success

You must read this article if you're skeptical about the importance of branding yourself and your company. If you're already sold on the concept, then read it anyhow. It's thoroughly enjoyable. What does YOUR brand say about you?

Dan Schawbel, a personal branding expert, posted this on Facebook and I found it both interesting and applicable to most of my clients and colleagues, particularly those wh

o are entrepreneurs (a personal brand is important even if you work for someone else). You can find Dan on FB at http://www.facebook.com/personalbrandingexpert.

Here's the article from the Wall Street Journal: http://online.wsj.com/article/SB10001424052748704631504575532493871407232.html

Bet on the Power of Your Brand

“What happens in Vegas stays in Vegas.” Sin City. The Hangover. With the exception of a failed ad campaign about a decade ago that touted it as a “family destination,” Vegas has worked effortlessly to build its brand as the place where adults go to play.

Interestingly, I’ve just returned from a trip to Las Vegas that seemed more like a trip to Disney World; ironically, I flew out of Orlando, where there were less children running around than there were in my hotel on the Strip.

Every year, my husband and I take a few days off from parenthood to vacation alone. Like many couples, it’s our chance to get away from it all, have some peace and quiet and do things (like eat dinner at a fancy restaurant at 10 pm and then go dancing) that you just can’t – or shouldn’t – do with young children.

Therefore, we choose to go to Vegas because it’s the perfect destination for us. We stay at a high-end, modern-looking hotel at the end of the Strip. It’s located inside a resort that has the best pool in town and has all the amenities and conveniences that we could possibly ask for during a grown-up vacation. What we never had seen, and what we certainly didn’t count on, were the hoards of crying babies, scampering toddlers, hyper kids and tweens that seemed to have invaded the resort.

Whatever became of: “What happens in Vegas stays in Vegas?” Perhaps these kids DID “happen” in Vegas and mom and dad were taking them back to visit. Kidding aside, it just didn’t make sense. We’ve been going to that hotel for the past five years and had never encountered the issue. Other than “The Lion King,” which has been playing at that venue for a couple of years, there were no other events scheduled for kids. In fact, most other events were definitely Vegas-like in nature, meaning that kids were not the target audience.

So what could it be? We were perplexed and a little annoyed. Our kid-less vacation had taken a turn we didn’t expect.

In Vegas, you expect to see 20-somethings passed out in the elevators, not 20-month-olds passed out from a day chock-full-of activities. You expect to find some interesting items floating in the pool, but the Silly Bandz I found threw me for a loop. I couldn’t understand the child phenomenon, but I wanted to get to the bottom of it.

I finally got my answer when I went to the spa, where I was the only customer. Now, this particular spa used to be one of the finest in Vegas. In fact, two years ago I would have had to make an appointment weeks in advance just to get in for a pedicure. This time, the appointment book was empty. Apparently, busy moms on vacation didn’t have the time or money to pamper themselves.

So I asked the spa employees about the child situation and they mentioned that during the summer (now that the economy is in the dumps), locals are booking low-cost rooms at the hotel just so that they can use the many water park-like facilities. Wow! The “staycation” phenomenon has even affected one of the largest tourist destinations in the country. And with a city like Vegas, where the heat is oppressive and there isn’t a water park in sight, booking the cheapest hotel room at the resort with the best pools is practically a deal for the locals. I suppose that they know the REAL Vegas and, as locals, can ignore the seductive marketing campaigns and take advantage of the many attractions that the city has to offer.

As a communications and branding exec, I thought about this and I realized that the Vegas board of tourism is experiencing what other companies are probably experiencing, too: the loss of their brand during harsh economic times. In an effort to drive business any way they can, they’re focusing less on their typical customers and taking business from wherever they can get it. This, while perhaps important or necessary in the short-term, is a destructive move that will not only kill the brand that they’ve worked so hard to create, but it may kill the city’s economy altogether.

If it’s the locals with children who are being wooed to the hotels, then the gambling, hard partying, bachelor/bachelorette and DINK (dual-income, no kids) crowds are being ignored. And even if they’re not being ignored, then they’re certainly being turned off by the gaggle of kids awaiting them as they step through the doors.

Naturally, it’s challenging to think of the long-term financial effects when in the short-term the bottom line needs to be met. However, in the case of Vegas – or this one resort, in particular – what will happen when the kids are back in school and the casino’s target market has been turned off by the ambiance? Plus, does the resort understand the damage that having so many kids is doing to the building itself? Kids run around, ding and scratch walls, break stuff and get things dirty (yes, I realize that not all kids do this, but the ones that I had the pleasure of seeing during this trip do). That ruins the resort, both physically and from an image perspective. That increases maintenance costs. That damages the upscale reputation of a hotel known for its coolness; George Clooney and Brad Pitt graced its halls during Ocean’s Thirteen.

I won’t be staying at this resort during my next trip to Vegas, but I hope to once again be able to visit and see that its reputation has been restored to match the image it created. However, given the economy and the damage that it’s inflicted to its own brand, I don’t know how quickly it will recover. I wonder what its marketing department is doing to ensure that the brand won’t suffer too much in the long-term? I also wonder if the marketing department is even aware of the damage that the loss of control of its brand has had for the hotel.

They took a risk and bet on the short-term gains that an upsurge in families would do to increase their bottom line and keep them in the black for the year. Let’s hope the house wins on this one.

Know when to hold 'em, know when to fold 'em, know when to ask for help

Asking for help: in today's "I can do it myself" world, we often have a hard time admitting that we can't do it all. It makes us feel less competent, less intelligent and less useful. However, I argue that asking for help not only makes us the opposite of those three, but it actually allows us to increase our marketability, customer service skills, and knowledge base.

As the saying goes: "The older I get, the more I realize how little I know." In this information-driven age, have we somehow forgotten this? Or, have we determined that - with so much information available at the touch of a button - we don't need anyone's help except our own? Have we become so independent that we're affecting not only our relationships, but also our businesses?

Marketing materials are a great example of the do-it-yourself mentality that can ruin a business. Today, we have online printing companies that can help you create a (somewhat customized logo), collateral materials, and business cards. Web services make it possible for you to register a domain name, upload your logo and photos onto template (again, somewhat customizable) pages, and immediately have a web presence. Blogs and social media sites allow you to deliver information to your potential clients, colleagues and business associates. You can do it all! Or can you?

I know that I can't, and I'm quite savvy about most of that stuff. My website, which I've attempted to create myself, is atrocious. Yes, I admit it! I don't like it and I feel that it conveys the wrong image about my company. My logo: well, it's allright, but a professional would have done a better job, and I'll most likely change it in the future. My collateral materials: they're acceptable for now, but they have the potential to be so much more AND by being so much more, help me market my brand in a more efficient and visually-pleasing manner. Finally, the content on all of these is average, since I've devoted so much more time on working on others' communication materials than on my own; I'm my worst client! So, what have I learned from this experience? I need others...very, very much.

Fortunately, I am now partnering with a terrific branding expert and designer who is revamping my site (look for an upcoming blog about my own "branding consultation session" -- it was an eye-opener!). I have relationships with those in the printing business who will develop brochures and other collateral materials that I find worthy of my company and my image. And, I can hire a social media expert to keep me current regarding Facebook, Twitter, LinkedIn, blogs, various other sites, and SEO optimization. With all these people working with me to fulfill my business branding goals, my company will certainly have a more professional, polished look and will, undoubtedly, garner more customer and media attention.

Finally, I have the world's best business consultant who gives me sage advice, snaps me into reality regarding market potential, pricing, and customer relations, and assists me with all financial matters. This, especially, is something that I could not do myself. Or - at the very least - I could not do it efficiently, effectively or (most likely) correctly.

So learn that there is still so much more that you have to learn and refuse to do it all yourself. You're probably not a highly skilled writer, graphic designer, programmer, social media expert, financial consultant, and branding expert. Focus your time and energy on what you know best: your business. You, your customers AND your bottom line will benefit from it.

Talk, talk, talk

It's a very simple concept: tell everyone you meet about what you do. Now, I'm not suggesting that you go around boring complete strangers with endless information about yourself. However, it never hurts (under the right circumstances) to drop a few hints here and there regarding your job, service, product, etc.

One of these things is likely to happen:

1. You'll be ignored. That's okay. It's not the end of the world. Maybe the person didn't ignore you, but simply didn't want to talk to you at that moment. But, at least he or she probably heard what you had to say and that person may contact you when you least expect it.
2. You'll be told "no." Well, we've all been told "no" at some point in our lives. It's not a big deal. After all, not everyone will be interested in what you have to offer.
3. You'll be lied to and the person will tell you that he is interested, when - in fact - he's not. We're all guilty of doing that, so we can't really blame him. If you say you've never done this, then you're lying right now.
4. A person you're NOT speaking to will overhear the conversation and be interested. Your next, and perhaps even best, customer may be a couple of feet away.
5. The person you're talking to will sincerely be interested in your product or service and will want to know more. That's when you go into "sales mode." But don't be too sales-y or the person will get turned off thinking that you were doing a sales schtick all along.
6. The person you're talking to will like what you have to offer, but may not be able to use your product or service. However, she'll give you the names and contact info for others who are ideal customers. Leads, leads, leads...I'm guessing that it's a salesperson's second-favorite word, right after, "sold!"

Naturally, there are other scenarios and various outcomes, but more than likely, these are the situations that you'll face. None sounds too frightening, and all have the potential to gain exposure, find a new customer, or make a sale. So go on, and talk, talk, talk...

Selling Girl Scout Cookies: Why the 5 W’s and the H are the keys to any successful sales pitch.

My daughter, a Girl Scout, was gearing up for their yearly cookie sale. Her goal was to sell 200 boxes. It was an ambitious – but attainable – goal. The door-to-door sales period started in mid-January and, before taking her around the neighborhood, I asked that she practice her sales pitch. After all, she wasn’t the only Girl Scout in the area; therefore, she needed a great pitch in order to beat the competition.

I told her to go work on what she was going to say when a potential customer opened the door. After about 20 minutes, I checked on her progress. Assuming that the pitch was good to go, I thought we’d head out the door that day and start the selling marathon. Boy, was I wrong.

To ensure that the pitch covered all the basics, I asked for a demonstration. Happily, my daughter began telling me all about herself, how cookies are delicious, how the potential customer should really buy a few boxes, and on and on and on. Stopping her after a few minutes of sweet, but totally useless information, I reminded her that she had left out the essential information: the five W’s and the H.

The what???

The 5 W’s and the H, I explained, are the basis for all sales pitches (and news articles, for that matter). The letters stand for who, what, when, where, why and how. In the case of the cookie sales pitch, my daughter needed to tell her potential customers the following – and only the following – information:

• Who: who she is (first name only), the fact that she’s a Girl Scout, and her troop number. The “who” must be limited information, per Scouting rules.
• What: what she is selling. Cookies, yes. But, what kind of cookies? How much does each box cost? What is her favorite flavor? Know your product! Also, what is she trying to accomplish by selling the cookies? What’s her goal (for example)? “What” can have several meanings. Think of several “whats” that may be asked and be prepared to answer each.
• When: how long is the pre-sale period? When should customers who are kind enough to pre-order expect their cookies to arrive? Will cookies be available again after the pre-sale period?
• Where: where will customers be able to get their cookies? Will they be delivered to their homes or offices, or do they have to pick them up somewhere? Where else will the cookies be available (booths, at-home sales, etc.)?
• Why: why should they buy them from her instead of another Scout in the neighborhood? Why should they buy cookies, period? Why should they support the Scouts? Why are cookie sales important? I could go on and on…
• How: how does the pre-sale process work? How does she plan on reaching her goal? How do the Girl Scouts work?

After a little coaching (and a lot of groans, moans and resistance), my daughter finally had answers to the 5 W’s and the H. Ironically, the pitch was only used a couple of times due to inclement weather during the pre-sale period, but at least she learned a couple of valuable sales lessons: don’t ever assume that you are going to make the sale and never assume that the customer knows what you know. Brief, thorough information is the key to a winning sales pitch.

The Power of Punctuation

One of my favorite children's books is Eats, Shoots & Leaves: Why, Commas Really Do Make a Difference! by Lynne Truss. The book helps kids to see how placement of a comma can dramatically change the meaning of a sentence. The title of the book, itself, refers to a panda's diet. As in, pandas eat shoots and leaves. However, an added comma can turn the sentence into that of a gun-toting bear who, after a meal, fires off a few rounds and splits. A big difference, wouldn't you agree?

The power of punctuation is quite remarkable, and it is admirable to read how Ms. Truss is able to take a concept that can be quite overwhelming to many adults and break it down so simply that even a 7-year-old can understand its importance.

With Facebook, Twitter, blogs, and plain old email running our communication lives these days, it is becoming more and more challenging to stick to the basics of grammar. Capitalization has gone by the wayside; semicolons, colons and parentheses now symbolize emotions; and, abbreviations seem to be the rule, rather than the exception. After speaking with concerned parents, frustrated professors, and dumbfounded employers, I can ascertain that the age of texting may have ushered in a surge of written communication, but its impact has been more of a curse than a blessing.

I recently read an article that suggested that online social networking sites and texting are actually helping communication. While I understand that communication itself probably is flourishing (think of all the long-lost friends with whom you might have recently reconnected and now chat with daily), grammar - and thereby "proper" communication - is nearly a lost art.

This is a problem because business communication centers on proper grammar, spelling, and punctuation. Consider this scenario: a small business (let's name it Company A) is selected to submit a proposal for a project that will exponentially increase its market share and, also, make it a leader in its particular field. As is typical with requests for proposals, at least two or three other companies also are asked to bid for the job. Company A works diligently on its proposal by analyzing the job as a whole, creating a plan of action for each step, determining pricing for the individual components of the project, and running the final budget by each department head to ensure that the numbers are on target. Company A seems to be doing everything right.

However, the time to compile all that information into a written proposal arrives and Company A hands it off to the sales manager, who is a remarkable salesperson, but is sorely lacking written communication skills. He writes the proposal as best he can, adds a few "cool"-looking charts and graphs, runs the spell-check function, prints it, slaps on a pretty cover page, and mails a hard copy to the potential client. A few weeks later, Company A learns that Company B won the account. After hearing through the grapevine that Company B's bid was actually a bit higher than theirs, they start to wonder why they (who have been in business longer than Company B and would likely have more to offer the potential client) were not chosen.

One look at their proposal would have given them their answer: spelling and grammar errors that turned a good proposal (that would have won them the business) into a sloppy mess. The potential client read Company A's carelessly written report and assumed that a business that would lack such attention to detail on a proposal would most likely lack that kind of attention to the project being proposed. Company B's proposal was flawless, detailed, easy to comprehend, and visually stunning. They wanted to contract a company that exhibited that level of pride and professionalism in its work.

"The devil is in the details" is an expression for a reason. Proper punctuation, perfect grammar and spelling, and an eye-catching presentation require significant attention to detail, and can, therefore, be easily overlooked. However, carelessness can make or break a project, or even a business. So you need to ask yourself, "can my company afford to overlook the power of punctuation?" Chances are, the answer is "no."

The Networking Game

For many business people, the first step in marketing their services is the most difficult: networking. In fact, it stirs fear and causes serious panic in some who truly have a hard time meeting and greeting, wining and dining, and all the other social norms that are associated with networking.

The good news is that networking doesn't come easy to most people, so those other business owners who you meet at these events are often just as nervous as you are. Here are a few tips to help you break the ice:

1. Set Goals - before you attend an event, think: Why am I going to this? Who am I looking to meet - potential clients, good contacts, business partners? What do I want to accomplish before the event is over?
2. Prepare - all events are different and you need to know what to expect before you go. A Chamber of Commerce after work function will likely call for business attire. A weekend function may be more casual. A fund raiser may have a theme. If networking is already difficult for you, then think of how difficult it will be if you feel especially awkward for not looking like you fit in. Also, make sure you know if you need a ticket to the event and, if so, can you purchase it in advance or buy it at the door. Do you need cash or will a credit card suffice? Finally, know what you are planning to tell others about yourself and your business. Take a stack of business cards with you; that should be something you do everywhere you go.
3. Smile - a big smile goes a long way in helping you approach others. Now, I'm not talking about an inappropriate, goofy smile that makes you seem overly-cheerful or juvenile, but a pleasant, warm smile that lets others know that you are someone they might want to meet.
4. Mingle - approach others, whether they are standing in groups or sitting alone, and introduce yourself confidently. A strong handshake is a must. It conveys self-confidence and assertiveness. Don't spend too much time with one group, since your goal is to cover a lot of territory. Remember step #1: set your goals for the event and stick to them.
5. Follow Up - after the event, you'll realize that you've come home with dozens of cards from others who were there doing the exact same thing you were doing. These people gave you their cards for a reason: they want to be acknowledged by you and, ultimately, get your business. And, while you may not need the services of all the people whose cards you attained, you may know of someone who can use those services. In either case, let the people you met know that it was a pleasure to meet them and that you will think of them the next time you require XYZ service/product. If you want to make an even greater impression, think of someone who can use that person's service or product and refer them to him/her. There is a good chance that that small effort will make you stand out above all the other people he or she met at the event, and he or she will feel inclined to return the favor.

These are just a few pointers that I've picked up over the years. There are dozens of others that I'd be happy to share with you. And, if you find that networking is so challenging that you don't want to tackle it alone, then you can always contact me and I'll help you get the ball rolling.

It's not what you say...

We've all heard this since we were children: "It's not WHAT you say, it's HOW you say it." However, many of us tend to forget this important advice. After all, if it weren't a wise statement, then parents and grandparents wouldn't have been pounding it into our heads for centuries.

But why is it important? Is it because we might offend someone? Sure, that has something to do with it. But the real reason that it's important is because, ultimately, your goal when communicating with others is to have your message heard, understood and - hopefully - followed.

The Coffee Experiment

Here's a good example of what I'm talking about (and I must admit that I'm shamelessly stealing it from an articulate priest who gave a sermon that I still remember over a decade later). 

A priest had the awful task of raising funds for a trip that he and a few others were taking to a faraway village in Middle-of-Nowhere, South America. Clearly, the "where" was not important. What was important, however, was getting us, a fairly well-to-do congregation consisting of younger professionals and families, to donate a significant amount of money for this mission. He accomplished his goal; in fact, I'm certain that he surpassed it. But how? 

Did he preach for an hour about these poor children in this remote village? No. He mentioned them, of course, but that didn't captivate the audience. Did he tell us that it was our duty to give money to this cause? Not exactly. Did he yell? Heck no. So, how did he get our attention, and our money? He talked to us about coffee.

Gourmet coffee shops were just starting to take over Atlanta back then, and most of us were addicted to this new delicacy. We were so addicted, in fact, that many of us purchased coffee daily; some of us even imbibed more than once a day. This priest noticed that. He understood his audience. He also ran some numbers and realized how much we were spending per day on coffee. Quite a bit, as it turns out. 

He casually pointed this out. "How many of you drink coffee?" Almost all the hands went up. "How many of you drink gourmet coffee?" Again, most hands were raised. "How much do you spend on coffee every day...four dollars, five dollars, ten dollars?" Heads nodded in agreement. 

"So, could you give up having one cup of joe per week?" Everyone seemed to think that this was a reasonable request. "Okay, then. You know, for what you'd spend on one cup of coffee, you could feed a child for a month." Gasp! Really?!? Oh my goodness. Yes, we can give up one measly cup of coffee and use that money to feed a child for a month, we thought. Heck, we can give up at least two cups, if doing so can make such a big difference. Wow!

This priest was able to raise funds without asking for money at all. In fact, he just asked us a series of questions and put things into perspective. We didn't feel bombarded by a fund raising speech, bored by a long-winded sermon, or guilty from hearing about how ungrateful we are for all we have. We gained self-awareness, we donated freely, and we were happy with the outcome - and with the priest. A win-win for all.

And that is the goal of all communication. You want to win the debate, win the client's business, win your boss's approval, win your employees' trust...the list goes on. But in order to win, one must spin. Spin the message so that it attracts the audience. A good public relations expert (or in some cases, a good priest) knows how to do that with ease. You can learn, too. After all, you wouldn't have read this if you didn't think you could.

I have years of experience in saying the right - and wrong - things, and will share stories, tips and ideas that I've picked up along the way. Check back often for new posts.