PRACTICE MARKETING blog

Personal branding and marketing is all about relationship building. After all, most of your business probably already comes from referrals. But we all have dormant relationships; most likely, more than those which are active. So how can we light the fire under these relationships? And how can they inspire us to refer them more business?

Relationships are built on our three C’s: Our charisma, our character, and our competency. Our charisma is the personal magnetism, charm, and attraction that is not so readily explainable, but we all know it when we feel it. There are ways to improve our charisma as Vik’s audio-book “Magnetic Personality” details.

Most of our relationships are character driven. That is, our personalities (our “outside character”) match. We like each other; we have similar values, hobbies, and style. We enjoy playing golf with each or grabbing a drink after work. These business relationships quickly turn into friendships. Good times are had by all, but then we realize that we’re not doing much business together.

We’ve all had experiences where we like the guy, but wouldn’t necessarily do business with him or her. Perhaps we don’t trust in their capabilities or workmanship; what I call their “inside character” traits. Or, maybe we already have a worthwhile (economic) relationship with a competing professional.

They say they are different, but we’re not sure exactly how. So we don’t refer them any business. Or maybe we’re that guy: We say we’re different because we’re reliable and put relationships first. But doesn’t everybody seem to say that?

We’ve all put up with professionals who rub us the wrong way or lack people-skills, but definitely do a great job. So we give them our business and refer clients to them (we warn them first). We put up with their character faults, because they are so highly competent.

Of course, the best of both worlds is to be a highly-competent professional who has mastered the art of relationship building. And they are the rainmakers who seem to do a bounty of business, make a lot of money for everyone around them, and have friends for all the right reasons. We are all working toward being this way.

So as we work toward building relationships, we have to work toward making them productive. That is, as we showcase our fun personality, we must showcase our expertise. We must showcase how our expertise is different from the next advisor, and how our expertise is better for our target market.

Here’s a Marketing Thumb-rule to (re)brand yourself: Replace your boring 30-second “elevator pitch” or networking message, with a 1-line Catchphrase: It should Short, Memorable, Appealing, Repeatable, and Timely.

Instead of your boring title or confusing designations, Personal Brand Marketing clients talk about the articles, audio-books, text-books, blogs, or other media that they’ve authored or been quoted by. Others offer educational tidbits (1-liners) that are counter-intuitive. If you have the right personality, you can take a commonly-used phrase or cliché, and play on it. Or coin a new word (a neologism), phrase, or jargon that is simply S.M.A.R.T..

See the video in the next post!

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Last night, I attended an awesome networking event with some of the most influential leaders of Long Island. Luckily, it was my book release party (and 30th birthday). It was the biggest event the bookstore (I AM Books in Huntington, NY) ever had; and my book sold out. (This is bitter-sweet since I don’t have books for my speaking engagement on Friday; or for a real estate trade party on Tuesday; back-of-the-room sales is a Thumb-rule; this is a faux-pas.)

My main intention of the event was of course to drive book sales… but not only to sell out the room, but to promote the book as an awesome gift: 100% of my book sale profits from last night is being donated to the Cross Island YMCA Strong Kids campaign, which grants memberships to lower-income families. I’m the campaign chair for 2008, so it seemed natural to me. We raised over $1500 last night for Long Island youth. PLUS, those who purchased more than 2 books got my audio-book(s) for free. Now they have an extra copy - hopefully autographed - to give as a gift to a “stranger.” My colleagues will pollinate future orders.

I have achieved my January “book sales quota,” and I now working on February. But this success isn’t luck… And while it’s based on strategic design, I know there’s a greater power at play.

I wanted to invoke my spiritual beliefs to bless the success of my book. I invited my aunt, Geetha, to perform a short pooja (Hindu blessing ceremony). It was only fitting that I have my immediate family in the room, including my grandmother. As one of my colleagues mentioned as he was leaving, “It was like I attended a family event.” I responded, “It is.” My network was introduced not only to my family, my culture, my beliefs, and my intentional personal brand. Unfortunately, the video of the ceremony has been lost to the Universe!

Words cannot fully express how grateful I am for the wonderful reception I felt last night… while the cupcakes weren’t fully appreciated, folks ate up the snacks and my sense of style (4-button peach suit and deep purple shirt). I nurtured the success and am grateful for the forces that coalesce to continue the book’s phenomenal success.

We must plant the right seeds at the right time in the right soil. We must water appropriate and tend to the weeds. But still, we cannot grow the fruit. I believe God does the Growing in response to our successful Strategic Habits. Together, everyone achieves this TEAM.

Thank you.

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The moments of appreciation, reminiscence, and forethought are the gifts we give ourselves during this season. It is the dawn of a new year, and our resolutions need not be fleeting. There’s no preaching here. Instead, let’s consider practicing some rules of thumb that can help change the world.

Often, many of us feel “stuck.” We all know the clichés and bumper stickers to change the world, but can’t seem to find the time, the money, the people, or the energy to do much about it. We want to “be the change we want to see” … but we gotta do what we gotta do to just keep up with everyday life. First off, if we’re meeting our obligations, we must be proud of that. No guilt. But oftentimes we’d like to do more good.

We can judge ourselves by how we handle our calendar and our cash flow; it shows us what’s really important to us. It may be easier said than done, but we must make the time to take the time. What are we choosing to do with our time and money? Don’t worry about what others are doing right now. Let’s become aware of what we’re choosing.

You can read the rest of my FEATURE ARTICLE in this month’s issue of Canvas Magazine.

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‘Tis the season to give gifts.  And everybody loves getting gifts.  It’s also a great way to promote your personal brand: I don’t mean giving gifts with your logo on it (though, done with class, is not such a bad idea).  Rather, your personal brand relationship with that other person.

Having said that, gifts and cards should be personal. At the very least, personalized.  Obviously I love the wonders of technology and mass-customization, but still, micro-customization - our handwriting - is still a great personal touch.  With a tablet or other e-writing pad, you can also digitize your signature (like my book).  More importantly, a personal note makes the greeting card extra special for each of us.

We shouldn’t feel obligated to give cards and gifts.  We should feel honored that we can share our love & appreciation.

But be sure that the amount of gifts and its costs are within your professional compliance and ethics regulations.  Obviously we’re gifting for the right reasons; it shouldn’t bite us in the arse!

The best gifts are ones that are for that person alone… bottles of wine, etc. are fine… and perfect if s/he is a connoisseur or sommelier… but for the rest of us… it wreaks of lack of thought.  But I’ll take the free bottle of wine!  Rather, if you’ve been listening and paying attention to your clients, colleagues, partners, or employees through-out the year… they’ve given you clues as to want they would really appreciate. Hint: Look around their offices for gift ideas.

Done with appropriate class and taste, you may opt to make a special impression and give a gift for the whole family.  Likewise, what would your client’s spouse appreciate?  What are their hobbies?  And what are the kids into?  Not only are you able to share a special moment as you present the gift (in person preferably), but now… the parents are able to give a gift to their kids (make sure you include all of them).  Make it fun, age-appropriate, and personalized…

Gift giving is a wonderful character trait.  Congratulations for considering it.  But it’s also an opportunity to really show that we care, how we care, why we care, and what we appreciate in the other person.  Appreciate their personal brand.

So where’s my gift?

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Your personal brand icon is similar to a corporate logo… it is a summation of your purpose and values… in this case your personal brand character. It is mostly visual - style, gestures, accessories (though it can be a sound, i.e., words, tone, pitch, rhythm).

My crazy jackets brand me… what brands you… what are your “white wires”? Nowadays “professionalism” and “personality” is no longer an oxymoron!

Connie Reece talks about her personal brand icon in the video:

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I was having lunch with two of my clients; I was introducing them (there’s a tip).

And during it, one of my clients talked about a quick anecdote that illustrates the importance of dressing appropriately.  He was going to meet with an executive at a top big box retailer.  He had heard they had a very laid back culture at their Texas HQ.  In fact, he was told that he may want to dress casually.

He took that advice and threw up a nice pair of khaki’s and a button-down shirt emblazoned with their corporate logo.  When he entered the lobby to meet his prospective client, the client was in a pair of jeans and cowboy boots!  Whew, thank goodness he wasn’t in the traditional garb of sales professional.

In such a scenario, the dark suit, white tie, and red tie combo - a sure bet for a banker - would have turned off the prospective client.  At best it would have made the prospect uncomfortable, or worst brand my client a NY city slicker.  Matching your character style and tone is essential for building rapport!

Sometimes, it’s great to stand out!  (For example, when you’re the MC hype-man for the evening fundraiser.)  And other times, it’s better to fit in with the community culture.  Have you ever made a fashion faux pas?

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Much ado has been made about our personal brand “Google Quotient” - the search results when folks look us up. I’ve had mixed feelings about it. No doubt we need to have a presence, but how often are people googling our names… or are they really googling other more relevant search terms?

Well, I know people do google me (and people with bosses have to deal with this phenomenon more often). And when people google relevant search terms, they find this blog.

But yesterday morning I got a wonderful compliment. And as a speaker, it will happen to you too:

I was presenting in front of the Independent Real Estate Brokers, a group of uhm… well, figure it out. After my persentation, “From Broker to Expert,” one of the participants came up to me with her smartphone in hand. She exclaimed, “While you were speaking, I googled you!”

While that means she wasn’t really paying attention, I still took it as a compliment. She went on to say, “Wow, you popped right up… I guess you know what you’re talking about.”

Nowadays with the ubiquity of the Internet in the palm of our hands, we definitely have to be conscious of our personal brand Google rank. People will google you to your face, and then talk about you behind your back.

So more important than even having a personal brand web presence, is to make sure it’s all consistent and in alignment with your personal brand character (often this means it should be positive).

It’s amazing how our professional and personal worlds are colliding:  It started with our cell phone number.  Our Facebook profiles are making ‘friends’ out of our ‘colleagues.’

During my activist rallies and media events in college, we used to subscribe to the bumper-sticker philosophy, “The Personal is the Political.”  Nowadays, I suppose, also “The Personal is the Professional.”

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Your seminars, workshops, and classes shouldn’t just be educational. It should be entertaining; role model a showman.  Your presentations (that is, performances) should be memorable experiences… of what makes you different & better. Your personality needs to shine through… not only through the subject material, but through the THEME EXPERIENCE.

On Sept 18, I will be the MC for the Cross Island YMCA & Strong Kids: A Perfect Match fundraising dinner and awards ceremony. I sit on the Board for this Y and chair our Strong Kids campaign (we give grants to families who cannot afford the YMCA). Among the 3 honorees, we will be awarding our past Board chair (and my current client) Dan Gerstman.

Through consistent design, decoration, and puns, we will be serving a Tennis-themed evening. As the MC, I noticed that the microphone was inconspicuously ignored from the theme. But what a perfect opportunity to decorate the head! So I cut up a tennis ball (around its seam) and the rubber naturally wrapped itself around the microphone. It will be able to pick up my voice clearly through the top and side that is to me (uncovered by the ball). To the audience, it will be a subtle treat (and I’m sure most will notice — and remember).

The next time you have to (that is, get to) step up to the mic, make it yours! Keep all the decorations consistent and in alignment with the theme. Your creativity personality will shine through. And thus, you will brand yourself in another memorable way.

Isn’t it amazing how we remember the small, odd details!

What kind of extraordinary incidentals have you experienced?

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It happened to me again: I was commenting on somebody else’s blog, and I got inspired to elaborate on my point here. (You can read my comments, featured on other people’s blogs, on the lower right hand side of this page, later.)

Branding is all about pulling prospects to you (or your product) with an emotional connection… We’re moved by great brands; great brands are movements. The Culting of Brands is a great book on this subject.

Corporate Brands force this emotional connection: After all, it take mighty marketing mavens to have us fall in love with what is really a multi-national, multi-billion-dollar, conglomerate. But we do.

Personal Brands, on the other hands, have natural emotional connections. We are a naturally inspired, moved, and are attracted to other people. As we start focusing on what makes our character and charisma distinctive, we immediately differentiate our competency. As we focus on a community to which we can relate, we naturally develop personal brand appeal.

A happy medium between corporate branding (what I call a “forced emotional connection”) and personal branding (aah, “natural emotional connection”) is Mascot Branding. For those of us who don’t want to really capitalize on ourselves, or make our business dependent on our reputation (a vulnerable position as Martha and Imus both felt), we can leverage the personal brand appeal of a MASCOT.

We can think of many other famous companies who use mascots to personify their own service, or their “evil” competitor, a lousy or great customer: In fact, we can vote on them and see the winner parade at NY’s Advertising Week “Favorite Icon”.

Marketing a mascot is just like marketing any other personal brand. We can build a whole world around our mascots even, as the Caveman’s Crib is doing: It’s an experience worthy of its distraction — learn a few “immersive experience” marketing lessons from playing around on the Caveman’s Crib website.

If you don’t want to leverage your reputation, or want to embellish your own personal brand… consider the route of the Mascot. For example, Adam Schwam, founder of Sandwire - a computer technology services company, regularly uses mascots in his marketing and advertising. I interviewed him last summer for a book that I’m writing. Since then we’ve grown a cool relationship; we’re working on writing a “marketing technology” column together and more. (In fact, his illustrator, Michael Mastermaker is the one who drew me for the cover of my Audio-Books.)

I’ll be visiting a new client this afternoon. I know he wants to sell his business after a few years, so he may not want to develop and leverage his own personal brand. Let’s see if he can think outside-the-box of what’s traditional for his industry. By creating a legendary mascot, he would immediately set his company and his “commoditized” service apart. When he’s ready, he can also very easily sell the rights to the business & its mascot - an income-producing asset.

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Second to Russell Simmons, Rick Rubin is my role model. I believe we can learn a lot about our own careers, pitfalls, and successes through our role models. Rick Rubin is featured on the cover of this week’s NY Times magazine. He has produced the best albums and hits in the mainstream music industry. Rick Rubin truly is a MAESTRO!

As you know, the music industry is in shambles. In May, Columbia Records recruited the legendary Rick Rubin to re-innovate them; Rick Rubin became Chairman of Columbia Records. Rick Rubin is a maestro with a personal brand all his own. Read the cover story! You will learn a lot on how to stand out and reshape - not only your career - but your whole profession.

Some [useful marketing] quotes by Rick Rubin from this week’s NY Times Magazine cover story:

• “I still believe that if an artist gains the belief of the listener, then anything is possible.”

• “I have no training, no technical skill — it’s only this ability to listen and try to coach the artist to be the best they can from the perspective of a fan.”

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