Posted by Rahna on March 23, 2009 under Personal Branding | 
I often talk to people about how to strengthen their personal brand, and one of the concepts that people find most helpful is the concept of building a bridge from where you are to where you want to be. This is very empowering to people, and they begin to see how to use their current situations/skillset/experience base as a launching pad to where they want to be. Apple didn’t start with the iPod; they started in personal computing. LEGO started by selling wooden toys, and BMW started with airplane engines. In each case we can look back on the history of each and see the path that has led them to where they are now, that at the time the path may not have been so clear. In each case, adversity has propelled reinvention and innovation.
After World War I, the German company BWM (Bavarian Motor Works) was prohibited from building airplane engines and logically turned to motorcycles and then cars, building its reputation and engineering excellence.
The iPod was developed from a base of Apple’s heritage of simplicity and edgy innovation, and a history of devastating factory fires that surely influenced LEGO executives to embrace plastic alternatives for its interlocking brick even in the face of early opposition to plastic toys.
What would be the logical path to your reinvention? Those who can see the path that others can’t see get to their destination most quickly. If you want to do something different, you need to create that vision for others, help them see how your past is a stepping stone to the future you are trying to create. In other words, help them see the bridge from here to there.
This works both for corporate branding as well as personal branding. For example, the other day I was giving a talk about personal branding, and one of the participants wanted to move into doing more public relations work and grant writing. She had just started transitioning from her former life as a reporter. She felt at a competitive disadvantage by not having years and years of experience as a Public Relations professional. While certainly she should be looking to add new skills and PR “tricks of the trade,” my counsel to her was not to apologize for her background as a reporter. As a matter of fact, it is exactly that which made her unique. Because of her background as a reporter, she approached public relations challenges with a reporter’s sense of “what’s the story” that some public relations professionals miss. Guaranteed, her clients will benefit and get more exposure from utilizing the reporters’ skill set that this woman brought to her work. That which she saw as an obstacle was really an opportunity.
Posted by Rahna on March 16, 2009 under Personal Branding |
I gave a workshop on personal branding last night that was well attended and a ton of fun to do. A group of about 40 people had gathered to find out how they could “recession-proof” their careers and strengthen their personal brand. Every time I talk on this topic, I learn something new…and last night was no exception.
It seems the economic downturn is in full swing, as many in the audience were out of work. There is always primary interest in personal branding from solo-preneurs and small business owners, but last night’s crowd was looking for new ways to stand out amongst a stack of resumes. Many were energized with the thought of reinventing themselves, daring to take the opportunity to dream and explore what they could be, as well as what they have been. Whether we are aware of it or not, we reinvent ourselves daily. Make sure the new you is better than what you were yesterday.
One concept that was discussed is an expression that I first heard from Kim Kasparian, The Success Genie, is “make your quirks work.” I find that so many people feel inadequate for the dreams they have. They feel that their experiences aren’t right, their accomplishments aren’t big enough, or their networks aren’t deep enough. I have to remind people constantly that it is precisely those unique experiences and “quirks” that make them unique. Marketers are always looking for ways to position their products and companies as different, unique, and separate from the crowd. When it comes to personal branding, you need to celebrate your individuality, as that is what will make you attractive … perhaps not to everyone, but definitely to someone–the right one.
If you are job hunting, you don’t want to get lost in the sea of sameness that is overwhelming hiring managers nationwide. There was a business coach in the audience who also enjoys helping people with dog training. He simply needs to communicate to his clients how this personal passion enhances his work as a coach rather than sheepishly apologizing for his personal foibles. He should delight in his unique approach to coaching that is wonderfully colored by his other talents.
Have confidence in your singularity. Ask yourself: “How can I make my quirks work for me? How is that which I am currently viewing as weird or odd actually unique and compelling, interesting and different?” When you can do this, you will have taken big steps to strengthening your personal brand.
Posted by Rahna on March 9, 2009 under Branding, Personal Branding |
I’m getting ready for a talk on Wednesday at the Simsbury Library called, Recession-Proof Your Career with Strong Personal Branding. I hope that you can come. This is a topic that I feel passionate about, especially now when so many people are trying to find ways to distinguish themselves in this tough economy.
We are also trying to meet the needs of those who cannot attend…We’re trying to get it recorded so that it can play on SCTV (Simsbury Community Television). Send a note if you would like more information about it, or check the website for other venues for the talk (I’m giving this talk in several different formats over the next two months!).
Posted by Rahna on March 5, 2009 under Consumer Engagement, Media |
I love what the skittles.com team has done.
Just this week, skittles.com made a seismic shift in its website. They made the bold move to transition their home page away from a standard, brochure-type web page that touts the wonders of Skittles, replacing it with a dynamic page that automatically monitors digital conversations. Monday it was a Twitter Feed, Tuesdayfeatured their Facebook Fan page, and now the landing page redirects you to the ever-evolving Skittles facts posted to Wikipedia. While the more “corporate” product-driven information is still there, the brand has embraced the consumer whole-heartedly, saying, in effect, “Whatever conversations our consumers are having is way more relevant and interesting than what we ourselves could say.”
I LOVE IT!
It’s just a sign of things to come.
Posted by Rahna on March 2, 2009 under Media, Social Media |
I just have to post this….
This tweet about a comment over heard by Twitter user Avinash Kaushik, (“Web Analytics: An Hour A Day” author and Google analytics proponent) simply must be commented upon!
“Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it’s not better.”
While it made me laugh out loud, I think the analogy is completely apropos. Social media takes time to master; finesse only comes with practice. You must have patience, dedicate time and effort to knowing how to handle it, and focus on how to get something out of it that works for YOU (either from a personal perspective or from a professional point of view).
I don’t’ think the Twitter or Facebook investors need to worry about it too much….Everyone I know who has ever had sex actually did try it a second time, and eventually learned how to do properly, eventually growing to appreciate it immensely. I think that social media is a safe bet for both individuals and companies alike!
