Personal Brand-Aid Insider Tip #1:Perception is Reality
Ellen Looyen
The biggest obstacle to Personal Branding is invisibility! In marketing, as in life, talent and experience only go so far…being the best and the brightest at your profession or business are no guarantees for success.
The good news is that value is only a perception and perceptions can be managed.
by Ellen Looyen
Branding and Marketing Strategist
A Brand is a VERY Important Asset
To stand out from the pack and to get noticed in a very crowded world, you must learn to strategically position yourself for maximum visibility and project a more compelling and memorable presence. In short, a well-crafted and well-managed Personal or Business Brand is a very important asset for a competitive edge in business and in life.
What do people think of first when you or your company are mentioned? What do you stand for? What attributes are linked up in the “file cabinet” of peoples’ minds when they first think of _____________(your Brand name)?
From “American Idol” to the Presidential election, Brands are everywhere and on all of our minds—whether consciously, or not. You don’t have to be the best anymore, just the most likeable and memorable (even if you’re merely decent, just like “American Idol” has proven again and again!)!
Manage Your Brand or Someone Else Will!
If you do not manage your Brand intentionally, others will manage it for you, by default. Brands play a big role in our hearts and minds and in all of our choices, whether consciously, or not. And Brand loyalties run deep, really deep. Some people are using the same products they grew up with—from Crest toothpaste to Tide and Coca Cola (who, btw, lost the “Pepsi Challenge” to Pepsi, yet still remains the #1 selling cola in the world!).
Brands are both pervasive and persuasive; and professional Branding isn’t just for products and services—we all need a compelling, powerful and charismatic Personal Brand—especially as business owners, salespeople, job seekers, politicians or anyone promoting anything to anyone.
A Brand that articulates our strengths in a way that differentiates our uniqueness and connects emotionally with others will get us much further in the popularity contest that is Life!
Start Backwards to Move Ahead
Branding starts with thinking backwards—how do you want to be perceived by your “market”—what do you want to be at the top of their minds when they think of your Brand? Remember the Volvo Brand and the word “Safety”—and btw, they own it in all of our file cabinet minds… through great Branding, Volvo equals safety!
The best place to begin a Brand inquiry is to survey your clients/customers and get some real-world, candid feedback. I suggest choosing a good cross-section of clients, including some inactive ones (they may tell you why they are no longer using your product or services and though hard to hear, it can be very useful information). Following is a an example of the kinds of questions you should ask:
Client Questionnaire
Why did you choose ______(your name or company name) as your _______?
What was your overall impression of __________and the services (he/she/they)________?
What were some of the major benefits you received from ______?
How could __________improved their services?
How would you describe your experience with _________to someone interested in ________?
Brand Aide Insider’s Tip: I suggest typing this survey on your letterhead and send via US Mail, with a self-addressed stamped return envelope—I have my reasons for this… and I will help you create a fabulous sales tool in Brand Aide #2…so stay tuned!
Sample Cover Letter for Questionnaire
Dear _____________:
It has been a pleasure working with you; and I am looking forward to being of service to you in the future.
Your candid feedback is extremely important to me and will help me to provide better service to all of my valued clients (and you are at the top of that list). I would greatly appreciate you taking just a few minutes to complete the enclosed Client Questionnaire; and please return it to me in the postage-paid envelope I’ve provided, by ________ (date w/in 2-3 week window).
Thanks so much!
(Maybe even include a personalized hand-written P.S.)
We’ll pick up from here in my next column—Brand Aide Insider’s Tip #2 (of 100, and counting). In the meantime I’d love to hear from you. Please let me know your thoughts and questions about creating a charismatic Personal Brand. Leave me a note here or visit my website!
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Category: Sales & Marketing
About the Author (Author Profile)
Ellen Looyen, America’s Leader in Personal Branding since 1988 (title coined by The Conference Board in NYC), knows what it takes to personally brand oneself as a Leader. Always the pioneer, Ellen was one of the first women in Sales at IBM and later at Xerox (where she was a top sales producer and sales trainer).
From branding divisions of major corporations (Kaiser Permanente, Chevron and Wells Fargo), to launching countless startups, Ellen loves to inspire women become more influential Leaders. Ellen is the author of Branding with Charisma (a DIY Branding Kit and Online Home Study program) and is a Brand Commentator on KGO NewsTalk 810 (San Francisco’s #1 Radio station). She is also featured in the best-selling books: Get Clients Now and Guerrilla Marketing.
Learn more about “Brand New Leadership” training and Personal Branding at: www.ellen4branding.com
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