GenXmanager: Leadership for the Generation X Manager

This is the logo of one of the world’s strongest brands; Coca-Cola. Personal branding can learn quite a bit from corporate branding. In their textbook, Marketing Management 12th edition, Kotler and Keller note 10 attributes of the world’s strongest brands. I think these are relevant to the topic of personal branding.

1. The brand excels at delivering the benefits consumers truly desire.
   This goes back to my previous article about delivering value. You can’t fake it. You need to deliver real value each day. If you don’t, your brand is worthless.
2. The brand stays relevant.
   This relates to another article I wrote about becoming an expert. Are you on top of your game? Are you continuously learning your craft to stay relevant and even ahead of the curve?
3. The pricing strategy is based on consumer perceptions of value.
   If you are an entrepreneur does your price point match the value you offer customers? If you work for an organization, is your salary in line with what you deliver? It is okay to be the Wal-Mart or Nordstrom of your specialty but just don’t try to be the Nordstrom if clients see you delivering Wal-Mart value (and vice versa).
4. The brand is properly positioned.
   Whatever your specialty, there are likely hundreds if not thousands like you. How are you different? What sets you apart?
5. The brand is consistent.
   Does your brand communicate a consistent message or is it wrought with conflicting messages? You can’t be ambiguous. When people see or hear your name you want them to know exactly what you stand for.
6. The brand portfolio and hierarchy make sense.
   In brand speak this is Coca-Cola having an umbrella over all its “sub-brands” like Diet Coke, Sprite, etc. In personal branding terms, does everything you offer make sense? For example, I discuss leadership, social media, and personal branding on this blog. It makes sense. If I discussed tax code, denture cleaning, and pet obedience training, you might be a bit confused about my brand.
7. The brand makes use of and coordinates a full repertoire of marketing activities to build equity.
   I’m simply going to quote the authors as this makes sense for corporate and personal brands. “Have you capitalized on the unique capabilities of each communication option while ensuring that the meaning of the brand is consistently delivered?” This includes your presence on Twitter, Facebook, LinkedIn, and other social media tools.
8. The brand managers understand what the brand means to consumers.
   For personal branding, do you know how your audience sees you? Make sure there is no perception gap between how you communicate your brand and how your audience interprets your brand.
9. The brand is given proper, sustained support.
   Make sure you are doing all that is necessary to nurture your brand and provide yourself support. That can mean everything from getting proper training to keeping your blog updated.
10. The company monitors sources of brand equity.
    Make sure you are keeping track of your brand through various web and social media search tools. Checkout 46 Free Social Media Monitoring Tools to learn how.

Though this list is geared to corporate brands, it works very, very well with personal brands. Print this out and take a look at it daily to make sure your branding strategy matches that of the world’s strongest brands.

Whatever your passion or focus is in life, become an expert at that one thing. As I mentioned in the article about personal branding and delivering value, “Learn everything you can about your area. Stay current on the latest trends. Experiment and try new approaches. Be someone people turn to for information.”

This is more difficult than it initially sounds. Your passion is like a diamond, it has many facets. Becoming an expert in any field or knowledge area takes time, patience, and hard work. You can’t become an expert overnight. Here are some tips for getting you on the road to becoming that wellspring of knowledge you want to be.

Read

This may sound obvious, but immerse yourself in books, websites, blogs, magazines, and journals that are focused on your passion. Get a notebook and jot down important points, experts in the field, and areas where you need to do more research.

Attend conferences

Conferences offer you the opportunity to learn from established experts and mingle with others who share your passion. Exchange business cards and keep in contact with those you meet after the conference. Follow them on Twitter, friend them on Facebook, send them an email. Keep in touch. Build your network.

Use Twitter

Scour the Internet for experts and if they are on Twitter, follow them. Following the right individuals and organizations can really enhance your knowledge of a specific subject.

Go to school

Sometimes to be an expert you need more than self-taught knowledge. You may need a degree or certification. For example, if you are passionate about helping others, dream about being a nurse, and want to one day write articles for distinguished nursing journals, you need to first become a nurse and gain years of experience. Even if your passion doesn’t require a degree or certification, taking a class from an experienced teacher can help you on the path to becoming an expert.

Seek mentors

Whether your passion is piloting helicopters, raising chickens, or training executives to be better leaders, seek a mentor. Others have taken the very same journey and most are happy to share their best practices and lessons learned. All you need to do is ask.

Network

Get to know others in the field by going to conferences, exhibitions, workshops, and social gatherings that are focused on your area of passion. Though personal, face-to-face connections are critical, don’t forget to network online. Find message boards, newsgroups, websites, Facebook pages, and blogs where members are discussing your passion. Actively participate. Pose questions. Answer questions. Make insightful comments. Make friends.

Teach

I’ve learned that the best way to solidify your knowledge of something is to teach it. Why? Because you need to know your content well and articulate it to others who want to learn. You can teach well before you’re an expert. Depending on your passion, you can teach at public libraries, community colleges and four-year universities, elementary and high schools, eldercare communities, and corporations.

Do

At some point in your reading, research, and classes you’ll actually need to do what you are learning. If you’re learning how to take great photos you’ll eventually need to go out and practice what you learn. If you’re learning how to speak better in public you’ll need to get yourself in front of an audience and practice your new skills.

Keep learning

Even when you reach a level of knowledge and experience to be considered an expert in your area, keep learning. Don’t sit on your laurels. Too many people and organizations get complacent and forget that in order to stay on top, learning must continue.

These are but a few ways to get you on the path to becoming an expert. Depending on your area of passion, there might be other methods as well.

I figured I’d participate in the ChrisBrogan.com photo project. Here are my favorites from this morning. Merry Christmas everyone.

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Social Media Score!

I took my wife and five year old daughter to New York to see the city in its Christmas spectacular best. During our travels I encountered one great social media score and one fail. Let me talk about the fail first.

Dylan’s Candy Bar

My wife and daughter wanted to go to Dylan’s Candy Bar which is quite an amazing retail operation. The place is three floors packed with sugary delight. The colors are vibrant. The employees are friendly and the atmosphere is pleasant; unless you are taking photos or video that is.

I pulled out my iPhone and was going to shoot a few photos and record some video. After which I was going to share on Facebook, tweet on Twitter, and load to YouTube. I snapped off a few pictures just before an employee came rushing over saying (rather politely), “I’m sorry sir but we don’t allow photos or video in the store.” I said, “okay” and put the phone away.

Talk about a lost marketing opportunity. I was about to tell hundreds of people how wonderful the store was and how cool it looked from the inside. Perhaps if a few of my Facebook friends and Twitter followers were planning to go to New York City they would add Dylan’s to their itinerary. As many of you reading this know, social media is a great tool for word of mouth marketing. Fail.

Compare this to the next example.

Charmin’s Enjoy the Go Restrooms

As we were walking in Time Square we see this storefront (not sure what else to call it). Outside was a guy with a toilet seat around his waist. The store read ‘Charmin’ with the tag line, “Enjoy the go”. As it so happened, my family had to “go” so we went inside. What we found was spectacular (even indescribable).

A pop-style song titled “enjoy the go” was playing loudly. There were about 25 restrooms which were cleaned by smiling, dancing, employees after each use. I never felt so happy about going to the bathroom. Imagine the Disney Store or FAO Schwarz but for bathrooms. After we were finished “going” we exited into an interactive area where you could do the “potty dance”, video record a “bathroom confessional”, and have your photo taken on a giant toilet (I’m not kidding about any of this). Here are a few photos (click to enlarge them).

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Enter social media. Charmin had computers that connected to Facebook, Twitter, and MySpace. They encouraged you to share the experience with your friends. You could even take a photo with the Charmin-themed background for your Facebook profile. They had no problem with me taking photos. The staff even asked if I wanted a photo taken with my family. Of course I shared this experience with everyone…I couldn’t help it. This place was so innovative I had to share it. In true social media fashion, after I tweeted how awesome this place was @Enjoythego replied back saying, “@RonDesi Cody: So glad you like it #charminrestrooms.” Score. Big time score for Charmin.

There you have it. One social media fail and one social media score. How can your organization revamp to use social media? How can you encourage your customers to share how wonderful your product or service is? How can you make the experience so radically amazing they will want to share it enthusiastically with their hundreds of friends and followers? You want to score.

I’m starting a new series titled ‘Personal Branding: Winning Strategies’. Today, December 20, 2009 is the first such entry. Today I want to talk about thank you cards.

My New Year’s resolution is to start sending thank you cards. Yes, real paper thank you cards. Not an email thank you, a thank you tweet, or writing “thanks” on someone’s Facebook wall. I want to start mailing thank you cards.

Why handwritten thank you cards?

In today’s digital age it is possible to take the easy way out. If you want to say ”thanks” the easiest thing to do is open email, type up a short thank you message and click the send button. It takes much more effort to get a thank you card, handwrite a small message, sign it, stick it in an envelope, address it, put a stamp on it, and throw it in the mailbox.

The person receiving the card knows this takes more effort and will appreciate it. I’ve gotten two handwritten thank you cards in the past year. I remember who they were from and why he/she sent them. It makes a difference.

Get thank you note cards

Even if you work for an organization that has printed thank you stationary, I strongly encourage you to purchase your own. Why? You are thanking the person; not selling the company. You want to be certain that the thank you is genuine and not a sales pitch. However, the choice is ultimately up to you and in your specific case it might make more sense to use the company stationary.

Your thank you cards should be simple, professional, and preferably environmental friendly.

Handwrite your message and be specific

Even if you have sloppy handwriting, handwrite (or print) your thank you message. Don’t type it into Word and run it through the printer. Handwriting is more personal. In addition, be specific.

The right way: “Thank you for proofreading my report last week. You’re countless hours of dedication and attention to detail was greatly appreciated.”

The wrong way: “Thanks for the help with the report”

Be specific when saying thank you.

Be appropriate with the timing

Someone might do something amazing for you which causes you to send a thank you card immediately. There might be times, however, when someone does a bunch of little things and at some point you realize that a thank you card might be in order. Since a thank you card comes from the heart you’ll know the best time to send one.

Be prudent and authentic

Though sending thank you cards is a wonderful way to say thank you, don’t go overboard and don’t be robotic about it. A thank you card should be impromptu, authentic, and heart-felt. The recipient should feel “warm and fuzzy” inside and know that the “thanks” was authentic.

Say thank you; Don’t sell

As a follow-up to my last tip, the card should be about your thanks to the person; not a final sales pitch. Even if the person is a potential client, don’t sell. Separate the thank you from the sales pitch. Take a look:

Joyce, I really enjoyed our lunch yesterday. I want to thank you for the opportunity to meet you and I appreciate you sharing information about your department and organization.

I hope we can chat again soon.

Notice that there is no sales pitch. You acknowledged that the lunch was about business but you didn’t sell anything. However, a few days after sending the thank you note you should follow-up with a call to action. This second note, email, or phone call can be more sales focused.

The basic idea is to separate the thank you from the sales pitch.

Combine with email

There might be certain times when you want the person to get your thank you immediately (such as after a job interview). In these instances, send your email but make certain the written card goes in the mail soon afterwards. In addition, the email and the written thank you should be different. You don’t want to regurgitate what you sent in your email.

These are but a few tips for sending thank you cards. I hope the benefits of sending thank you cards to enhance your personal brand are obvious. These tips can be used by the full-time office worker and the entrepreneur for both business and personal relationships. Remember that your brand extends beyond just your business persona. Your brand is YOU!