What the Heck is a Brand Poobah?

Glad you asked.

You know how people tell you that you need to have brand for your new company or product or service but don’t tell you how to build one?

What I do is show independent professionals, Entrepreneurs and small business owners how to instantly craft a trust-based brand they can use on and off line.

Practice makes perfect.

I’ve done it hundreds of times. Some examples:

  • Business Defogger and Accelerator Jim Grew, Management and Leadership consultant
  • When you can’t afford to lose Don Douglas, Negotiator
  • The Untangler Shell Tain, Money coach

Each of those has a full identity connected to it. Each is built on a Vision, a Mission and a Position unique to the individuals involved. Each targets the heart of their ideal clients. Each can be delivered in words, graphics and combinations that never lose their singular qualities on and off line. Knowing how to do that across multiple businesses or products or services is essential. I believe if you have more than one, you need to keep your Brands separate but equal to the task of building a trust-based relationship with the buyers or end-users of the product or service being offered.

What is a Poobah?

I thought it came from the Middle east like Vizier but the Wiktionary says:

  1. A person who holds multiple offices or positions of power at the same time.
  2. A leader or other important person.
  3. A pompous, self-important person.

Friends tell me I qualify on all three.  It goes deeper than that. This is one of those memorable phrases that has lost it’s meaning in antiquity. It comes from Gilbert and Sullivan’s The Mikado first performed about 1885. It is an entirely fictional title initially meant to puncture over-inflated egos. That has changed in the century since, I think.

I probably learned of it from a less exalted source: the Flintstones where it was the title of a senior official in the Loyal Order of Water Buffaloes, an ongoing spoof of secret societies and men’s clubs in this cartoon series.

Go for the positive!

I’ve been lucky enough to qualify for number 2 above having been a CEO successfully building an Ad Agency, PR firm and later leading operations in a world-class direct marketing firm.  Multiple offices or positions? Only because I had to give memorable names to the multiple businesses I was involved with at the same time. Over time I’ve been promoted as:

  • Marketing Rainmaker
  • Networking Ninja
  • Contact Relationship Magician
  • Brand Poobah

Why Brand Poobah?

I’m trying it on for size. I want to know if others believe it sets me apart as a leader. I need to find out if it makes folks believe that I have expertise in multiple areas. I used it in front of a room full of consultants not long ago. It stopped the incipient buzz. Every ear in the room was on me when I said, “You know how” down through “What is a Poobah.”

I’m looking at building it out but before I do I need to hear from you.

What do you think?

Vote for __ Leader/Expert or __ Pompous Twit.

Just hit reply and send either of the above. I promise, I will listen. And I might even contact you.


­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­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
DIY Training: www.ingomu.com

 

Brand is Trust, Not Just Celebrity

Brand betrayed

Why is it that so many folks want to be famous? Why do they crave celebrity? Why do they chase after the figment of Personal Brand?

Blinders.

Counterfeits have been around since the first Brand evolved. Fakes follow in the footsteps of innovators today as they have down the centuries. But even those are more acceptable than the so-called Personal Brand.

Some people believe that hype can replace product or service development. They believe in faking it until you make it. They believe that fame is all there is to brand.

They can’t see the problem of living a lie. They are victims of an over-active imagination that overlooks the key element of Brand: Trust in a product or service delivered.

Brand, initially.

In the beginning, in the really old west (the Middle East) the term brand stood for a symbol burned into the hide of critter owned by a particular person. It was used on slaves as well as animals. Later it was burned into wooden packaging like barrels.

The symbol itself became a roughshod form of a trade mark. That’s how this whole brand thing got started. It was a way to show who owned something.

Maker’s mark

A Trademark was and is a symbol cut or etched, printed or woven into an object made by an artisan. Today, it may appear on or be part of the packaging of an object or idea. You’ll find them on ceramics, glass, metal work, furniture, food and sundries, you name it. Always it is a way to identify the work of an individual, a group or organization. It identifies products for sale.

It crosses all cultures. The Chinese used to call it a Chop. Americans call them Trademarks and Service Marks and they are legally registered. Independent professionals from early civilizations to yesterday across the world, used such symbols for signs and on the seals of documents when that was a “thing.” It was a way to have a coat of arms much like the nobles served.

Brand evolved

Brand became important to makers, buyers and the merchants that connected them. It celebrated the esteem of the buyer for the maker providing a real mark of the quality conveyed.  It simplified the contract between merchant and buyer by presenting the buyer with a known proof of the quality of the item. It gave the merchant confidence when trading for the goods that they were the “real thing.” The merchant enjoyed greater credibility with the buyer because of this simple device.

At the heart of all that social interaction was Trust. It was trust for a product made by a person who took pride in their work and applied a mark to witness that pride. It was a symbol of trust between maker, merchant and buyer.

Personal Brand seekers suffer from not having that pride. They, in most cases, do not craft goods or services. Instead, they concentrate on their image. Sooner or later the deception will catch up with them.

When that happens, it ain’t pretty.


­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­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
DIY Training: www.ingomu.com

 

 

 

 

Brand is Built on Moving Parts

I finished the on-line training for 30-Second Marketing TM and posted it on Ingomu. It is just one element of the four in Secrets of a Networking Ninja.

Brand is trickier

The second element I’m adding is called No Budget Branding TM but I’m combining parts of other products developed earlier to make this one as complete as I can. Some of the things I’ve learned over the years get in the way. This is a DIY (Do It Yourself) product and so I’m working my way through some of the expertise I bring to a one-on-one session and finding ways to incorporate the benefits without a physical presence.

I believe Brand can refer to a company, product or service. Sorry, I don’t include Personal as the only time, in my view, that Personal enters the equation is when it is linked to a company product or service offered by an independent professional. In other words, John Q. Public is not a brand. John Q. Public Accounting could be.

Trust keeps it spun up

Funny how teaching can help you see things you hadn’t before. As this video explains. Brand is an expression of Trust. But, building this program has confirmed that once you’ve set out to build a brand and spun up the promotional whirl, the thing that holds it all together is the Circle of Trust. Without it, it all comes crashing down. With it and judicious inputs to influence it you can keep it building. Trust allows you to influence Brand but you can never completely control it.

A flywheel instead of a funnel

Jon Dick, in a blog for Hubspot, explained how a new model, the flywheel replaces the familiar funnel putting a new spin on customer acquisition and retention. Jon relates the strength of the flywheel to how it maintains and increases trust as well as the momentum you need to keep things spun up.

A flywheel approach forces you to align all your marketing and sales efforts because any friction can slow the flywheel and wear trust down. In Jon’s words: “…your flywheel produces more growth as your customer count increases. If you can add ‘density’ to those customers, by getting them to adopt more of your products or be more ‘sticky’ even more momentum and growth can be achieved.”

Brand is Built on Moving Parts

Brand is the sum total of perceptions about your company, product or service from all the publics that are aware of you. It is an expression of trust built on a complex set of factors that must be considered. Here are the elements that will make up the program I’m preparing:

  • Vision (from Lightning in a Bottle)
  • Mission (from Lightning in a Bottle)
  • Prospect Viewpoint
  • Value Proposition
  • Profitable Niche
  • Position
  • Persona (a core of Trust wrapped around with Product, Price and Passage (Distribution) encased in a Name
  • Promotional Whirl (Trust Tools and Spin Tools)
  • Performance
  • Perception
  • Prospect Feedback
  • The Circle of Trust

You can see my dilemma. But I’m doing my best. In a week or two this program will be available. Will it be easy? No. Will it work? Yes, as well as the user wants it to. The key here is that I’ll be right beside you in spirit and the program will be changed over time as we find the difficult parts that need more elucidation. And, if you get really hung up the folks at Ingomu will make it easy to contact me direct.


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 Behind the Mask

Do Beats Say

93/% of personal communication takes place without speech.  Your gestures, tone of voice body language and tone are more powerful than your words.

Say What?

Some people think that means that if you can’t see them, they can make you believe anything. They go on-line and represent themselves as an expert, a guru, a talent or a tempest because they think you won’t be able to view their reality.

Seeing Is Believing.

Unfortunately, sooner or later in their quest for fame or familiarity they will provide a visual be it still or video that will give the reader/viewer pause. They may not be able to tell you why saying, “It just doesn’t feel right” or “Something here just doesn’t match up.” Instead of the vision of wealth the masquer has been striving to project, a middle-class home or yard or neighborhood will be revealed.

All the protestations directed at making a persona impress and excite will begin to ring untrue. When the words and the pictures are at odds, the poseur has reached the end of their run. Each of us will feel that bull-shit alarm rousing the neighborhood.

Behind the Mask

The internet does not provide a mask. It puts a cap on what we can do in person. It limits that easy believability. The online portrait you paint is never perceived as a photograph. It is seen as an over-retouched bit of fakery. You in person is at least 12 times more effective. An airbrush cannot make you perfect. It can “fix” one image but it cannot completely clean up a video. That is when the ruse crumbles. You are much better off going in “warts and all” if you want to be trusted.

Seeing the Truth

The basis of a personal brand is your personality, your real personality. All of us have what we see as blemishes. We usually have stronger beliefs about them than those that know us well. Whether you believe you have flaws of character or physique or both you need to stop fixating on them.

Suck it up. Get real. Work on those perceived faults. Compare that mask you’ve been presenting with the real you. Yes, there is a difference. Ideal is not real. Perfect is an opinion. All the folks out there will decide what and who you are. They will take into account what they see and what you are striving to be if you let them see you.

Trust Yourself

I know how tempting it is to tighten the ties of the mask and take the stage. I’ve spent enough time on the platform to have concluded that the more of yourself you reveal the more positive response you will garner. When I speak on Trust I tell audiences that in today’s world they need to trust:

  • Their Companies
  • Their Staff
  • Their Customers

And

  • Themselves

Trust yourself.

Be yourself in person and on line.

Live fully…free of the mask.


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.Jerry Fletcher, Speaking in olombia

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

 

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

 

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

 

Your Brand is Trump

Charlie asked me to write a letter.

He purchased a list of high wealth individuals in the suburbs near his office. He has about 50+ years experience in wealth management. He no longer sells, trades, manages or otherwise represents clients in investing matters.

These days he keeps his hand in by providing second opinions. He can give you a true cost analysis of your investing plan and can tell you who you can trust.

The sample letters he passed along were atrocious. They were supplied along with the list and were all about selling products like annuities and combining funds into IRAs and consolidating everything with one broker. Little if any of the information provided was really what prospects wanted to see. I proposed a series of letters or notes that centered on the concerns of the prospect rather than products.

Stop selling, listen and start taking orders. Too often financial professionals get wrapped up in showing us their deck of cards. They forget that we want to know that we can win with their help. When they stop selling, listen and provide the assurances we need we begin asking them to purchase for us.

Your Brand is not based on the products you offer. I’ve watched certified financial planners change organizations they work with regularly to get better commission rates. It is infrequent that they change to get a better deal for clients. (but that does happen with the best of the lot.)

Your Brand trumps all the products.

  • If the prospect thinks that you know your stuff, your brand is trump.
  • If the prospect feels comfortable working with you, your brand is trump
  • And, if the prospect believes that he/she can trust you, your brand is trump.

Your Brand is the questions you ask. Chuck’s questions, which we put into an ad for the city symphony program are like these:

  • Are you really set for life?
  • Will your retirement be a walk in the park or a long slog into the sunset?
  • How much is your financial adviser costing you?

Your Brand is the answers you give. Being set for life depends on how long you live. In today’s world that could be longer than you think. Staying healthy makes a crucial difference in what you can afford for that last mile. Too often, your planner gets a commission continually buying and selling charging fees each time. Charlie gets no commissions, no payments out of your principal. He charges a fixed fee for his review.

It all comes down to integrity. You’ve got to have it to get to trust. Trust is the trump card and Trust is the outcome of 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

Agree to Disagree

My daughter and I agreed to disagree.

Neither of us felt that risking our relationship was worth going for a singular opinion.

In part, it was the topic. We ranged over the efficacy of firing non-performers in what she calls “the private sector” versus how difficult it is to fire a government employee to the protections for women provided by working for a government particularly in the Pentagon.

We skated into a debate on monetary policy as well. I contended that the political view I preferred was fiscally conservative while socially liberal even though the combination currently does not exist.

Her view was that the USA had been bailed out of a deep recession by a strategy totally at odds with all the historic conservative approaches. She pointed out that it was liberal over the top.

I had to concede her point even though I still believe the bankers responsible should somehow pay for their misdeeds.

Will that ever happen? I doubt it. However, I still hold hope that our gutted Department of State will be resurrected. She pointed out that Congress could help that by pulling some of the funds awarded the military and putting them into diplomacy instead of supporting chest thumping.

Neither of us think Congress has the cajones for that. It would take a commitment similar to that required to fire a government employee. She tells me that the paperwork involved quells most interest in that solution. Instead, employees are advised that their position is being phased out and they should look for a new position. They are not required to meet any requirements during that process and are paid even though in some cases the office or cube they worked in no longer is available.

And they wonder why civilians detest them!

The flip side of that is the protection afforded the employee. You can’t lose your job just because the boss doesn’t like your looks, attitude, etc. You can only be fired for cause and the paperwork, warnings, and legal wrangles mitigate against speedy dispatches. As a manager in private companies less complicated requirements still made my blood boil.

I’m a little old fashioned that way. In my view, you should get to keep your job if you do it. If you don’t, I don’t think it is your right to claim payment. If you are holding back the productivity of a team or group I think you should be replaced.

Should you be dispatched without a warning? No.

Should you be tossed aside if you are ill or hurting? No.

Should you be given a chance to meet the mark? Yes.

Should all the exchanges be covered with paperwork? I suppose.

Would I change that paperwork? Yes. 

I believe that we should borrow an idea from organized labor. The person being fired should have a representative—one that is not aligned with management.  I agree with my daughter, that is particularly important if it is a woman in the crosshairs.

 What do you think?


Jerry FletcherJerry 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

 

Raise Memorability of Your Personal Brand

The word lever was absorbed into English from the Old French levier. In essence it refers to making something light by raising it in a specific manner.

You can raise the memorability of your personal brand at three times in your life:

  • When you launch
  • When you are building your business or your career
  • When you’re established

Let’s take each in turn.

When you launch. Our first rockets had gyroscopes in them built by Honeywell. They were the size of softballs and were specified to be able to correct the lean of the rocket on the launching pad up to 10 degrees. The engineers built them to specification but because of extraordinary care added miniscule improvements which gave the gyros greater resilience than anticipated. The rocket made it into space. The gyros had worked even though the lean exceeded 13 degrees

Small, well-focused actions can produce significant enduring improvements. The elements of vision can engender incremental improvements just like that.

Your vision should include these elements (courtesy of Cascade Software www.executivestrategy.net )

  1. Output No matter what you do the output is the effect it has on customers or clients. For Example: A bakery makes bread, pies and cakes but the outcome is customers enjoying those goodies.
  1. A Unique Twist Define that Unique twist which you (or your organization) bring to that outcome. Express that different approach, the something that will make you (and your staff) successful where others have failed. Returning to our example: Because we only use premium grade locally sourced ingredients.
  1. Quantification Find a way to let folks know what you are talking about in terms of who you are trying to impact. Make it a little more down to earth and easier to visualize. Back to our example: Every customer within walking distance of the store.
  1. Human Connection Add a human “real world aspect. Help people conjure up a sloid mental image. The more tangible you can make it the better. In the example: Ensure that every customer who leaves our store does so smiling.

What is your vision statement?

Our wordsmithed example would be: Producing and selling locally sourced bread, pies and cakes that are so delicious and satisfying that every customer that leaves our store does so with a smile.

 

On the way up Whether you operate solo, have a partner, add staff as an entrepreneur or within an organization as a manager you need to have a mission that can be shared with your familiars. They need to understand what drives you.

        “People don’t buy what you do. They buy why you do it.”
Simon Sinek

Here’s the worksheet some of my clients have described as “fiendish.” But it works. Give it a try.

  1. What—what one or two words describes what you or your business do in terms of what you deliver? Example: Delivery (for a package service)
  1. How—add one word that says how you provide it. In our example: Overnight which gives us Overnight delivery
  1. Where—Tell people where you provide the service or product in just a few words. Back to the example: in the USA which adds up to Overnight delivery in the USA.
  1. Who—Tell me who it is for. Be brief but paint a picture with one or two words.In the example we might say: for businesses hence Overnight delivery for businesses in the USA.
  1. When—In a word or two, tell us the need use or occasion that helps make your offering special. Example: on a deadline yielding Overnight delivery In the USA for businesses on a deadline.

Given all those answers, Why is it you do what you do? What is the reason you and your team get up each morning?

What is your Mission Statement?

Our example, if you haven’t guessed, is Federal Express when the mission was; Package delivery in the USA when it absolutely, positively has to be there overnight.

 

In Orbit

You might think that once you’re established that you can rest on your laurels.

You can’t.

Now is the time to truly make a difference. If you have lived up to your vision and your mission you will have made some contributions to the knowledge in your area(s) of expertise. You will have been at times a contrarian and a cheerleader. Look back at those considerations.

Now look forward. Will the approaches you championed hold up into the future? Have you assured that your knowledge is available to others? Have you shown them how to put it under the microscope?

Here’s a brief checklist of actions you should consider for this part of your Brand journey:

 

  • Mentor someone in my organization or the industry
  • Speak on controversial subjects in print, on-line and in-person
  • Back your opinions up with facts (especially when the facts point a different direction) and don’t be afraid to reveal your process.
  • Ask others, especially those younger, their opinions and listen.
  • Learn the tricks of futurists and practice them.

What’s on your list?


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