I can’t sleep. Something is niggling at the back of my mind. And though I’m not a morning person I open my e-mail program at 6:30 AM. It is still dark outside. The coffee is still too hot to drink so I let it cool, blocking the lower right corner of the screen.
I catch myself starting at the bottom of the e-mail in-box and clearing out item after item that is out of date or there for reasons I no longer remember.
It got me again!
Because I’m the Brand Poobah I need to look at, read, review and consider anything that comes into my sights on Brand. That is a lot of information. My job, in part is to glean the nuggets from the onslaught for my clients. I know there is pony in here somewhere but…
Brand overwhelm has once again woven its insidious spell over my inbox and the various stacks upon my desk. Right now, these are the stacks:
- 11 books, 3 read, 2 partially gleaned and others picked up at trade shows. There are 3 keepers, 1 to be returned to a friend and the rest on their way to a new home at the local library second hand book store.
- 3 stacks of client work, each with a three-ring binder, a current projects folder and notes from our last meeting. One is up to date after I pick up some printing. The second is awaiting a decision that is the gating factor for 4 interrelated brand projects. The third is going to eat my Sunday afternoon because of a promise I made yesterday about making sure the new website doesn’t muck up the brand.
- Speaking Follow up which includes the log of my ongoing conversations regarding appearances as well as the two programs I need to finish for my on-line learning group, prep for scheduled appearances (2), updates to all my speaker directory web sites and looking at shifting from Networking Ninja to Brand Poobah as my Speaker Brand. (That alone requires all new business materials as well as a new web site and shifts in all the directories.) Can you feel the overwhelm creeping up on cat’s paws?
- Linked in Facts, Fantasies and Factoids that must be sorted through, acted on and disseminated to clients for action to maintain their brands. Did you know you can have a company page on Linked In? And, for some folks, the ability to advertise on this B2B whale needs to be considered.
- White papers, Blog printouts and other downloads that looked important at the time because, in general, they provide advice on building and maintaining a brand. These can be sorted into social media methodologies, evergreen advice and how-to manuals for the programs I’ve purchased to help me promote my Brand.
Overwhelm is sneaky.
I looked at my schedule this morning and only one item from above was on the calendar. One!
It is going to be a long day. I’m betting that the best part of it will be the visit to the printer for some client materials. The rest of it is going to be devoted to going through the piles, eliminating what I can, filing what needs to be kept but doesn’t demand action and then scheduling those things which Brand demands I do.
I know I’m not alone.
This happens to all my clients. Independent Professionals even the elite ones I work with, suffer from Brand Overwhelm. The most significant crush arises out of people saying, “you just have to use or be on or stay engaged in (pick a social media).”
That way lies madness.
Keep it simple is my advice:
- Make sure your website, directories and social media profiles all are consistent.
- Pick only one or two Social Media sites to be present on. I suggest Linked In if your business is B2B and Facebook if you are B2C as the primary. For the second, look at everything else, settle on one and stick to it.
- Blog weekly, Interact on your primary social media daily and try not to be overwhelmed.
Don’t let brand overwhelm get you down.
It happens to all of us. We’re always trying to make our brand better. We look at all the advice out there. If the advice steers you to one social media as the be-all and end-all, run, do not walk, to the nearest exit. Should that on-line pundit say you have to change your brand take it with a large grain of salt because an established brand is hard to shift or change–really, really hard. Stick with the basics. Don’t get swept up into a passing fancy.
Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com
His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.