Brand, Trust & Blockchain

Unknown is unbranded.
Brand is, in my view, an expression of Trust. If I haven’t heard of you or your product or service, you are a commodity. Nothing separates you from the pack. But, introducing yourself to me appropriately can give you instant panache.

That won’t happen with every prospect. More frequently in today’s world they are going to look you up on-line. They will Google you and run down the items that pop up on the first page of the search. Try it on yourself. Just type in your name and look at what comes up.

You are not invisible
I have a large body of work that has been published on the internet now but there was a time that a Mel Gibson movie called Conspiracy Theory where he played a character with my name was just about everything on that first page.  That I didn’t mind.

Comments are currency
There is a tendency to review businesses, sometimes with scathing comments. That goes with the territory. It can be helpful or devastating depending on the level of acid. The problem is that you have no real control over these entries in the debit column and no way to add credits that directly connect.

You need to put solid testimonials on your web site as a partial counter. You need to correct the fault mentioned in the review. You need to find a way to assure you are trusted.

Can you find a way to get back to the one-to-one level of confidence you once enjoyed with ever customer? We are getting closer. The answer is called Blockchain Technology.

It started with cryptocurrency.
The Cyberpunk reaction to Wall Street’s control of banking and subsequent disastrous consequences on world finances was to continuously search for a way to take the control of the double entry accounts out of the bank’s hands and put them on a digital platform.  Bitcoin, although it did not meet the developer’s criteria did introduce the idea of Blockchain.

Technology for trusting strangers.
Like a lot of brilliant ideas the concept is simple. Implementation ain’t so easy. Those ledgers that keep track of who owns what have been around in principle since the Medici Bank was set up in 1397. Blockchain removes them from a central location and puts them in shared distributed digital files. The files are shared on a worldwide peer-to-peer network so there is no central authority. Once a record is updated, the change cannot be reversed, falsified or erased. It is permanent. Every person in the network has their own copy of the shared ledger and those copies remain the same.

Why is that important?  For the first time in history it may be possible to create a public record of who owns what that is not managed by a third party and cannot be changed by a single individual or organization. In other words, you could sell your intellectual property or a product to someone you’ve never met with complete trust on both sides of the deal. You could write a contract that executes based on an outcome you and that stranger had endorsed before the fact.

There’s an app for that
An underlying program called Ethereum has become the darling of the Blockchain enthusiasts. Essentially it allows blockchain developers to decentralized applications on top of it. Current offerings are being developed in three areas I know of : Asset transfer, Supply chain proof and smart contracts.

Yes, it is early days. Yes, it is a huge promise. Yes, the digital world is never as direct and obvious as we expect. But consider these simple facts:

  • 1969 The first message was sent and received over Arpanet the predecessor to the Internet.
  • 1978 marked the first test of Cell phones in Chicago.
  • 1985 The Well, a dialup chat and networking site, was established. This is the grand-daddy of all social networking sites.
  • 1988 Eudora, the first user-friendly e-mail program was released.
  • Google was founded in 1998
  • Linked In (now owned by Microsoft) launched in 2003
  • YouTube launched in 2005 (Google paid $1.65 Billion for it in 2006.)
  • In the last 30 years we have gone from zero to more than a half of the world’s population being on the internet

Are you ready for the next 30 years?


­­­­­­­­­­­­­­­­­­­­­­­­­­­Jerry Fletcher ThinkinigJerry 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.

Consulting: www.JerryFletcher.com
Speaking:
www.NetworkingNinja.com

Personal Brand: To Be Remembered

We are tribal.

Family. Extended family. Clan. Others who have married in.

Each of us, at our core, wants one thing: To Be Remembered.

Whether we get there via fame or infamy, we care not. For some is it is good enough just to be recognized by the clan. Others need the affirmation and admiration of a larger group. I suspect it is in their genes.

No matter the reason, we now have the techno gee-whiz abilities of the internet to boost our “personal brand.”

But that technology comes at a cost. To be truly, deeply remembered you still must engage in person with other human beings.

  • Your blog won’t get you there.
  • Your attempts to go viral on YouTube won’t get you there.
  • All the picture posts and notes on FaceBook will not get you there.

Your fond hope of having new visitors to the mummified digital files you leave behind is probably not going to happen. As much as the internet provides quick easy access to a lot more people, there is no connection in that connection.

Connection

In 20 years of investigating and speaking on social networking I’ve found that the road to brand runs through the junction of connection to Trust. Meeting a host of people, we find just a few that we want to continue the dialogue with. They are the ones we find interesting as potential customers or referral sources and some that are just fascinating in and of themselves.

Fascination

That attraction doesn’t always go both ways. It can but it is not required. For them to find you spell-binding, you may have to work at it. You may consider gilding the lily, spiffing up your personal brand by trying to appear as something you are not.

Not a good idea.

Engagement

You are better off being yourself and letting them know you are interested by asking questions to learn more about them. Engage them in conversation instead of doing that “elevator pitch” commercial.

Ask them:

  • How did you come to be in this business?
  • If you weren’t doing this what would you do?
  • Business is only part of life, what do you do for fun?

Trust

If they return the interest you are on the highway to Trust and a real “personal brand.” But you have to stay on the high road. On line and in person you shouldn’t try to enhance your value. Be who you are. Stick with honest, consistent information. That might change a little over time with education and experience but at the core you need to stay the same.

What’s at your core?


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.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

 

Brand is Bias, Big Time

Nothing controls how you feel about things, right?

Guess again.

Decisions are not logical

Right down there in the bottom of your brain in the part called the amygdala is where all your emotions slosh around to make the decisions you can’t believe you made. As much as we wish the economists were right, humans do not make logical decisions. We decide based on feelings and then attempt to rationalize what we’ve done.

Bad ass biases

Is there something under those emotions that pushes us one direction or another?

You bet. It is called bias. All of us have them. Some are so accepted that we rarely notice them.

Smell      I’ve read that smell is the most primitive of our senses, the one most directly linked to our unwitting biases. Ever noticed how the smell of a bakery can lure you into the store? Does the smell of fresh mown grass make you think of a picnic by the lake? It’s hard to imagine being in the lobby of a movie theater without smelling fresh popped popcorn. Right?

Sight  We are a visual culture. Color alone can create a bias. It can have different meanings in different cultures. Red, in the west means stop or danger. But in China it is the color of life celebration worn on New Years, weddings and funerals. Yellow is a joyous color except in France, where yellow signifies jealously, betrayal, weakness, and contradiction. Blue holds more connotations than any other color around the world extending from depression to elation. Green is generally associated with earth, plants and new life. But be careful. In some South American cultures it is the color of death. Purple, early on, was a symbol of wealth but as the dye was more readily available it came to have other meanings. Now it is the color for funerals is common across Europe and South America.

Be sure the colors you use have the meaning you want in the culture where the brand will be sold. A bias against the color you choose could torpedo your product introduction.

Sound  it is easy to think that songs sung in English using western instrumentation and notation are the world standard. As ubiquitous as that sort of music is, it is not all that is out there. There is still tremendous pride and emotional linkage to native approaches around the world. And that power is possible to put to work for a brand. Think about how often melodies crafted in Vienna in another century set the mood for a perfume or high-end jewelry. Can you resist the rhythms of dance from Celtic to Flamenco to Argentine Tango?

The sound of a child crying gets attention in every culture. Even in the backwater of the third world, the sound of a jet taking off, a car being started or a soft drink pour are recognized. The sound that is familiar and fits with your brand can help build the bias you want.

Touch  this sense is the first to develop in the human fetus. Differences in the perception of touch around the globe are a minefield but gestures and body positions that do not involve touch can be just as dangerous. Have a native of the culture check touching, gesturing or body positions in every photo, video or other visual representation you intend to use.

In Korea, the touch of a woman’s skin is how great beauty is described. Each culture describes skin and the results of skin treatments differently Can you use the terms the natives are biased toward?

Taste There are some common denominators and some that can be found mystifying. Most of us can sense sweet, salty, sour, bitter, hot and cold. But what is described as good or tasty, delicious or disgusting is completely variable by culture.

Do not even think of taking a food product from one country to another without first checking with specialists in the target company. Chees is not big on China’s idea of great imports. Hamburgers will not go over with the general populace of India.

Bias goes beyond the senses.

All of us use biases to explain why we like a specific brand. The experience we have with the organization that sells it may generate the bias we call preference. Starbucks is a good example of a bias like that. A brand that gives us a rationale for being part of a group that uses it can turn fandom into fantastic profits. Examples include Porsche, Rolex, Apple and Canondale.

We can be biased toward any product that solves the problem we have If it meets our resolution criteria and understands the emotions we feel about a solution. What brand comes to mind for you?


Jerry at Cafe in Venice

Jerry at a cafe along a canal in Venice.

­­­­­­­­­­­­­­­­­­­­­­­­­­­­­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.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

Trust, Brand and How to Get There

Brand is based on perceptions.

The greatest of these is trust.

If there is no trust, there is no positive brand. (Video Link) BUT there can be negative brand. Seldom if ever does a brand exist that is trusted by 100% of the populace. Even within the target audience for the product or service there will always be some that don’t get the message. There will be group that is not on board for many reasons chief of those being a negative experience.

Consider the current approval ratings of the Trump administration. More importantly, consider the desperate straits of leadership in the departments of the federal government where A and B list candidates are scorning appointments and refusing to serve.

When less than 50% of the population trusts you, you have a brand problem.

Trust and consequently Brand are dynamic.

Trust can change as quickly as new information becomes available and in today’s world that is just a tweet away. It doesn’t matter who tweets as we have seen over and over since Trump took office.

More importantly Brand can be impacted by any information presented to the audience whether it is “fair and balanced” or more blatant false news. The problem is that the same information causes diametrically opposed reactions depending on which part of the audience you poll. The level of Trust can shift just by which side presents the information.

Trust and Brand are situation specific

Either side, with privileged information, might have an advantage over the other. New information can reverse the situation. Sometimes the data can overlap. Whatever the truth may be, when the populace is divided and polarized the two sides will both claim victory and cite their perception of brand as righteous.

Even when one side is forced to retract their actions they will continue to claim their deeds were justified. Look at the comments that followed a judge’s ruling that the children of families seeking asylum here in the USA had to be returned to their parents.

Even the Trump oriented news organizations rightfully called it a backlash. What they aren’t mentioning is the backlash about treating asylum seekers as criminals. The most descriptive phrase for that is “anti-American.”

Trust and Brand are social or relational constructs.

That means that win or lose you have to play the game. If one side or the other refuse to engage the game is over. Only one brand will continue. If one side does not stand up for what it believes the other will slowly become dominant. Both sides need to be heard. Both need to listen. And both need to consider their actions as well as their words.

Trump advocates continue to say, “He’s doing what he said he would do.” That is true. How he is doing it is another matter. That is not going unnoticed. His loyalty to long term associates is being called into question now daily. Breeches of long-term American values are being noticed by everyone.

Getting to Trust and Brand is based on maintaining certain attributes over time.

The most important part of those components is credibility. People have to believe that your word is your bond. They want to believe they can believe you. To establish credibility you have to be real. you have to be trustworthy. And you need to be the same over time.

But being those things are dependent on how the audience perceives you. Right now, there are friends and neighbors of yours that will say that the current man in office meets all these qualifications. He is authentic. There are few if any like him. But he is not consistent. He is anything but. And when it comes to integrity, I would rather be his enemy than his friend. In short, I cannot trust him and for me that generates a negative brand.

Trust generates positive Brand.

You will have a Brand whether you want one or not.

A negative Brand will spawn terrorists that will do everything in their power to bring you and your organization/government/business down.

Yes, you can have a positive Brand and that will pay you dividends.

Positive Brand advocates will stay with you through the tough times refusing to buy in to another product or service or ideology. They will stay with you until you can match or beat the opposition as long as you don’t betray their Trust.

What is your stand on Trust and Brand?


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.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

 

Peeling the Brand Power Onion


It’s difficult for some folks to develop the hook, the instant brand, in their 30-Second Marketing approach.

It ain’t easy being green.

Today, a client described getting to 30-Second Marketing as “peeling the onion.” Like so many he has difficulty in finding his way into the mindset of his ideal client/customer. Achieving a level of empathy gets more difficult the further you are separated in terms of gender, color or culture. “It ain’t easy being green” is the way Kermit the Frog summed it up

My way or the highway

Often a CEO or President has become so entrenched in her/his way of thinking that they assume everyone thinks like they do. They believe that prospects don’t have the problem they state if it doesn’t match their perception.

If you can’t see the problem as a prospect sees it your solutions will be invalid. It could be you, Mr. or Ms. CEO on the highway instead of the other way around.

Pareto’s 80/20 rule was right

In developing 30-Second Marketing with clients over the last 20 years I’ve found that successful independent contractors find that about 80% of those who hire them report the same problem. Yes, they have other problems but in the target population there are only two others that creep up in importance. Neither is as important as the first.

The secret is to use their words

Listen. How do they describe the problem? Is there a single word that gets at the heart of it? How do they go on about what is bothering them? If something is truly bothering them the deeper you go the more you hear the despair. They start with frustration and wind up somewhere around hopeless. Your job is to capture the words they use because those words are the ones that will touch their emotions. Decisions are made and action taken based on emotion. Sure, you might rationalize it later but the emotional trigger is the one you need to get to.

Let ‘em off the hook

Have a client look back on why they hired you. Emotions will come out that didn’t before the engagement.  Emotions you’ll hear: Fear, Anger, Sadness, Disgust, Surprise. Compare what they say now to other’s comments. Look for the pattern Frustration can be substituted for anger. Frequently, in lawsuits folks want a “Pit Bull” because they don’t want to be surprised. . If you identify an emotionally loaded word as the real problem, you may have to be cognizant of their feelings and instead of using the word refer to “some people” or “others”  when describing the situation.

Don’t try to impress me with 50-cent words.

You won’t. And you won’t convince or persuade your prospect either. To be successful, your brand must be presented in words a 5-year-old can understand. Keep it simple. Instead of describing yourself as a Digital Device Technician try being a member of the “Geek Squad.” Become the CPA who says he is ‘Captain Crunch.” Describe yourself as the Networking Ninja and have people remember you for years. The secret is to use their words.

If you are a scientist, dumb it down for me. If you are a lawyer, do not obfuscate. If you use language that is part and parcel of a lexicon shared by only a small fraternity of people, get real. The more difficult it is to understand what you do the less successful you will be. It really is that simple.

Here are the kind of results you can expect when you peel the brand power onion:

  • Defogger and Accelerator Management Consultant. Doubled his revenue.
  • We take the paper out of water testing Founder. Sold the company for north of Five Million dollars
  • The Untangler Money coach. Tripled successful client intakes after each speech.

Jerry Fletcher Keynote in ColombiaJerry Fletcher, Networking Ninja, is a sought after International Speaker, beBee ambassador, founder and Brand Poobah of www.BrandBrainTrust.com

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and Business Development on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

Brand is a Matter of Time

In an instant.

You can brand yourself, a product or service in an instant. That’s true, but only when you are making first contact. When you are not known by that contact you can be whatever you decide to be. Your product or service can be positioned so that is clear and presents you memorably.  That’s the “hook” in 30 Second Marketing.

For a short time

After the conversation engendered by your “hook” which gives you a chance to explain the problem you solve for about 80% of the folks you work with, the “Hold” and how you, your product or service is different from others in the market, the “Pitch” they will remember what you told them if it is relevant to them.

Or it could be “Sticky Time”

Deliver your Hook, Hold and Pitch believably and they will remember for themselves, Keep you in mind as a referral and literally come back to you years later. I’ve been speaking as the Networking Ninja since 1993. People that saw me as much as 20 years ago still seek me out.

Ripple time

It is like dropping a pebble into a pool of water. The ripples move out from the center and engage with someone. If that person buys in it sets up another set of ripples that keep expanding.

Bunch time

Every brand starts with just one advocate. That one refers you, your product or service to the next and the next until you have small bunch of fans. For some, that small bunch is all that is needed to be successful. For others it is the beginning of a tribe. Still others need a nation to stay in business.

Fallout happens. Our clients or customers will turn over in time. Their loyalty is a matter of how well their needs are met. You need to look at these items to be sure you are on the right track:

  1. frequency of purchase /Loyalty–average length of engagement
  2. Referrals over time to maintain the business
  3. Compensation Method and LTV (Life Time Value of each client/customer

Counting down to Success

Too often, independent professionals bill hourly. Product oriented companies think only of single sales and service organizations think in terms of projects. Here are some direct comparisons using LTV as the key decision point drawn from my files:

Item       Frequency         Loyalty         Referrals              Payment              LTV

Product  1-time               Product Life        0                        $20                         $20

Product  1-time               Product Life         0                       $20
with refills 10 x /year       $5 per time                                   $50                         $70

Service 1-time project    1 to 3 months      5-10% will refer $2500                    $2500

Service on
retainer   Annual Renewal  Avg 3 years     up to 20%           $1000/mo            $36000

Intellectual
Property  1-time               Product Life        up to 10%           $150                    $150

Intellectual  Subscription  Avg 1 year         up to 10%            $150/mo             $1800
Property

Intellectual   Retainer +    Avg 1 year          up to 10%           $1000/mo
Property      Subscription  Avg 1 year                                     $150/mo            $13800                                                  

What time is your brand operating on?


Jerry at Cafe in Venice

Jerry at a cafe along a canal in Venice.

Jerry Fletcher, Networking Ninja, is a sought after International Speaker, beBee ambassador, founder and Brand Poobah of www.BrandBrainTrust.com

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and Business Development on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

The Value of Brand

The Lion was cowardly, the tin man lacked a heart and the scarecrow had no brain. Each of them sing about their lacks in the musical. The song I recall is that of the scarecrow titled, “If I only had brain…”

Businesses need courage, heart and the brains to have a brand. I hear that song as “if I only had a brand…” Having a brand is essential.

The negative aspect

Is there some way to measure what a brand is worth? Here’s a glimpse at what you don’t get if you don’t have one:

  • Without a brand, people have no easy way to remember you
  • Without a brand prospects will have difficulty assessing your value
  • Without a brand prospective clients or customers cannot focus on how you can change them
  • Without a brand you will never impress a buyer before you meet.
  • Without a brand your credibility will not be accelerated
  • Without a brand the perception of quality you deliver will flounder
  • Without a brand the value of your intellectual property and your name are not realized.

The positive viewpoint

On the other hand if you have a brand then all the benefits of those possibilities accrue.

Memorability

The right name linked to a mission everyone working in the company understands and buys into will lead to a position that is drawn from the lexicon of the prospect and, over time, a well-known and easily remembered brand.

Value

We ascribe higher value to products, companies and individuals that look like they are what we are looking for. Generally, something expensive is packaged expensively. Usually the best items have the highest prices. If only the wealthy have it, the value is assumed to be higher than a similar product offered at a lower price point.

Change

People don’t but products or services. They buy solutions to their problems, answers that make them look good and ways to change the world. If they are trying to figure out what you have to offer they can’t understand how you are going to help them alter themselves, look good doing it and have the energy and commitment to put a new spin on the globe.

Friends

One of the beauties of brand is that it precedes you so that opinions are forged, reinforced and you or your product or service are all perceived as worthy of being a friend before you come through the door, website or webinar. A positive brand is more likely to be purchased more quickly.

Credibility

You will have a brand whether you like it or not. But a positive brand will give you authority, believability and most importantly trustworthiness. They don’t have to like you or even know you to trust you enough to buy from you. A brand can put you on the fast track.

Quality

It’s all about perception. You, your product or service is what people think you are. You can’t control what they think. You can, at best influence it. The quality you deliver becomes a major part of your brand.  Your brand reflects every interaction your clients or customers have with you. All of them.

Your IP and your Name

If you want to sell your processes, approaches and methodologies you gotta have a brand. If your techniques or technologies are going to bring you income you don’t have to slave for you must have a brand. Most importantly, if you are an independent professional or entrepreneur that works solo or leads a small cadre your name must be part of your brand.

If I only had a brand…


Jerry Fletcher, Networking Ninja, is a
sought after International Speaker,
beBee Ambassador, founder and Brand Poobah of www.BrandBrainTrust.com

His consulting practice, founded in 1990, is known for Trust-based Brand development, that builds businesses, careers and lives of joy on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

The Calendar of Brand

Times change.

Brands need to change with them.

At least the trappings of your promotion and advertising should. Too often we seem to get stuck in a time warp. Just because it is another decade in the program your commercial is scheduled to run in is not a reason to look like that era.

It’s similar if you’re trying to appeal to today’s audience and not come off stupid. Beware of being too trendy. That graphiti background is fine for the coasts but it screams “not from here” in the midlands. Too much “hot lingo” can backfire with both the target you are aiming for as well as the rest of the audience that is not quite up to the minute yet.

Everybody is not a valid statistic.

When the person presenting that original commercial storyboard or radio commercial or web site utters the word “Everybody” you need to beware. Examples:

  • Everybody has a smart phone these days. (over 75% in the USA but only 37% worldwide according to PEW research)
  • Everybody bets on televised sports (Statista says 13%)
  • Everybody knows video gets more digital shoppers (But mobile is 3x of desktop viewers.)

Being in sync is not a perfect science.

The better you know your primary customer the more your appeals can be honed. What if you have the perfect solution for those folks that don’t currently have a smart phone? Should you be looking to sell to people that don’t own a mobile phone or would you be better off going after the folks that haven’t upgraded to a smart phone?

Building a commercial whether it is radio or TV or both that relies on bettors language and actions is going ot fail to reach north of 85% of the audience. Why would you do that? And be careful of the “Big Game syndrome” that usually is presented as the one that gets the biggest audience of the season or year or week. Look hard at the statistics.

Video isn’t vaporware but it is close.

Too often video is presented as a band aid for a sucking chest wound. A single video will not save you. Video needs to be part of a considered strategy that is based on how digital shoppers operate in your market. Multiple videos will serve you better than one that runs continuously.

If you put videos on your web site they should start on customer command, not automatically. You have to stay committed, changing out video options and building in Calls to Action (CTAs) that allow the potential customer to get more information. That commitment goes to building videos that meet the criteria sought by your perfect clients. The wrong videos or those couched in the wrong  terms, visually or verbally, will result in negative click through.

How important is Season, Month or Holiday?

We all know that sales events linked to the calendar pay off.

Or do we?

Twenty percent of annual retail sales occur during the holiday season (Thanksgiving to New years). That means that 80% do not. Knowing the right season, month or other days to chase that business is a good idea.

You need to know what used to work and calculate how the recent trends might be impacting the situation. For instance, there was a time that catalogs were most impressive in terms of sales in the period between Christmas and New Years. Is that still true? How much has online retail changed or added to that phenomenon? The same goes for all the other holidays.

What’s on your calendar?

Jerry Fletcher Keynote in ColombiaJerry Fletcher is a sought-after International Speaker and the founder and Grand Poobah of www.BrandBrainTrust.com

His consulting practice, founded in 1990, is known for Brand development, Positioning and Business Development on and off-line for independent professionals.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

 

Brand is Your Voice

Every sense you have is how you respond to Brand.

Sight is a major input. It streams graphics and color and your name.

Smell, the most deeply rooted and emotionally stirring perception entry can lead you to incredible savories, repulsion, fear and fornication.

Taste can trick you or send a trickle charge to your amygdala.

Touch will be rewarding whether you deliver or receive it.

Sound. Your most used natural sound ability is your voice.

It can be raised in song.

It can whisper. Or scream.

It can be broadcast, recorded and played at will.

Your voice can be memorable or drab.

It is part of your personal brand, like it or not.

Why your voice is important:

  • The most common way we communicate today is via telephone.
  • The internet gives us all the possibility of being on-air personalities
  • It is one more way to separate yourself from the pack

A Speakers Bureau Owner once told me, I go to bed with your voice every night.” That left me a little non-plussed so I asked her what she meant. She replied, “I like your Networking Ninja tapes and your modulated delivery. I listen to one lesson each night. I learn something. Your voice calms me and I turn the player off, roll over and go right to sleep.”

All this came back to me as I listened to a Pod Cast I guested on recently. You can hear it at any of these links:

Training Unleashed Website: http://www.trainingunleashed.net

ITunes: https://itunes.apple.com/us/podcast/training-unleashed/id1274213431?mt=2

Stitcher: https://www.stitcher.com/podcast/training-unleashed

iHeart Radio: https://www.iheart.com/podcast/263-Training-Unleashed-28643038/

C-Suite Radio: https://www.c-suiteradio.com/shows/training-unleashed/

Record yourself.

Listen.

Is your voice distinctive? Is it memorable? Does the way you turn a phrase get attention? Is your chuckle infectious? When you laugh do people laugh along with you. Do you pause to give people time to digest your ideas?  When you get nervous do you sort of spew?

Take the time to make your voice distinctive.

Make it part of your brand


Jerry Fletcher Keynote in ColombiaJerry Fletcher, Networking Ninja, is a sought after International Speaker, beBee ambassador, founder and Brand Poobah of www.BrandBrainTrust.com

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and Business Development on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

3-Second Branding

You can’t control brand but you can influence it.

Brand has been part of the expertise I’ve offered for going on fifty years.

I stumbled into this: the only time you have really powerful influence on brand is when the slate is clean.

If you’re an independent professional—a consultant, coach, financial planner, accountant, insurance agent, realtor, IT specialist (to name a few) this little tidbit is for you.

You’ve got 3 seconds.

How you identify yourself in that first few seconds will determine whether or not you will be remembered. What you say is the “hook.” Prospects will hang all their knowledge of you going forward on your initial utterance. Memorable words will get you a place in their mind and possibly their heart.

The “hook” has been an integral part of 30-Second Marketing since I came up with it to replace that tired old “elevator speech”

The hook, by itself, can establish a Brand. Whichever kind of hook you select, it can do that job.

What are your choices?

There are three that I know work. Each answers the question, “What do you do?” if you work in North America. They work but are less comfortable in other parts of the world.

  1. The Unforgettable Title
    This is a simple way to identify your expertise. Some examples:
  • Captain Crunch (A Certified Public Accountant)
  • Business Defogger (A top-notch Management Consultant)
  • Brand Poobah (A Professional Speaker –moi)
  1. The Beloved Benefit
    This one comes from knowing and understanding the desires of your target audience. It is specific about what you deliver for them in memorable language that comes from their vernacular. Examples:
  • We remove the paperwork from clean water.” (A client company that is bringing digital approaches to water testing record keeping)
  • We reboot employee mindsets to unleash their potential.” ( A client partnership that has developed, tested and guarantees their ability to help individuals find balance, eliminate stress and overcome addictions)
  • We build websites that make rain.” (I used this one in the years that websites were key to new consulting engagements for me.)
  1. The Shock Style Connector
    Sometimes to stand out from the crowd you have to be a little shocking. This approach moves from shock to service and gains credibility along the way.
  • I’m a Marketing Whore” (A possibility offered in a workshop by a woman who explained that she was looking for a job, had many years experience in multiple companies and had many “satisfied customers” along the way. She got a round of applause for her effort plus two job offers)
  • “I traffic in human flesh.” (An adoption attorney during a 30 Second Marketing workshop. She said it was the intro she used at cocktail parties to “break the ice.” It worked. Two workshop attendees asked for her help.)
  • I’m a pick-pocket.” (A professional fund raiser who goes on to explain how he identifies donors and how to make them make charitable contributions. The non-profits that hire him never forget him and keep asking for his help)

Think about it.

None of those hooks take more than 3 seconds to set. None of them are easily released. None of them are easily associated with someone else once used.

Most importantly, when you are just wading in they give you memorability that might not come your way for years in any other way.

What is your Instant Brand?


Jerry Fletcher, Networking Ninja, is a sought after International Speaker, 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 on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com