Daily I find myself with the priviledge of engaging in conversations with great leaders in our industry. Most of these conversations leave me feeling excited, renewed and almost always I walk away from the conversation having learned something new. I strive to educate myself on the industry, keep up to date with what everyone else is doing and stay in touch with the current trends. I consider myself to be a pretty quick learner and also to take advice with appreciation and consideration.
But some times... you hear something, or you know it for someone else, but when it comes to applying it to yourself it is easily given less credit then when towards someone else.
Through my years, I have learned that the image and branding of the companies I have worked for has been a necessity. With a well branded company or product, it is easier to give presentations with open reception, customers recognize you quickly and will seek you out when ready.. searching for you through what they remember about your branding. They might not remember the name of the company correctly, they might have your name mispelled and failed to write down your contact information.. so they search for you or the company based on those things that are ingrained in their head whether it is colors, logos, phrases and mottos, etc.
A previous company that I worked for is a prime example. To this date, I can be in a conversation with others in our industry, and they all remember and know the name of the CEO of that company... most have had dinners and drinks with him but believe it or not, they often confuse the name of the company itself. This is because the CEO has marketed himself so well, that he is known as the brand for his company. Now, if these people cant pull the name of his company out of their heads.. they will still be able to find him and the company, and they will know when speaking to a "copy cat" that it is not the same one even though there might be intense similiarities. Regardless of the pretty packages, everyone would know that they are in the right.. or the wrong.. spot. To take this example two steps further.. hang in there with me.. I am getting to my point...
This CEO could easily be described in my journals as one of the most influential (personally influential) mentors in my career. I mean no disrespect to my mentors, my father and brother, nor the mentors that shared their wisdom with them that was carried on to me such as Jim Lambert or Bruce Polansky.. but, the facts are as they are.
During my employment with this company, we had many conversations about branding and marketing ourselves. This was important and vital as we were marketing ourselves throughout the industry and building relationships and networks. I made quite a few mistakes in the early days to be honest. Innocent and unintentional mistakes, but big lessons not to be ignored. Sometimes it was as simple as not remembering the name of an important client, sometimes it was speaking out of turn in a meeting and other times it was a matter of enjoying the conventions in Vegas with just a little too much "glitter" especially at the cocktail parties. (come on guys, give me a break! We have ALL been guilty at that at some point or another especially at the Vegas conventions!!) :-)
So the years pass along and I learn my lessons. I stop marketing myself as an employee of another company, and instead begin marketing myself and representing the companies that I work for. Following through, I then work on the marketing and branding of the companies that I work for IN ADDITION to the marketing of myself. The end goal, to make sure that everyone who knows me and works with me, knows that no matter who I am working with, what I am marketing or what deals I am cutting, I can be trusted and am loyal with my network and relationships. This left the doors wide open for me to present new products or ideas to my network (clients) and friends... and they listen with open ears no matter what it is that I am presenting. My network is what I consider now to be "tight". Strong bonds, strong trust, strong loyalty, strong friendships, strong references, strong strong strong! solid!
A couple of months ago I was speaking to one of my long time contacts. I have done business with this person on several occasions and also consider them to be a great influential contact in our industry for me. Someone I respect. This person said to me "I love what you have done with marketing yourself. You have basically created your own brand.. the Freda brand!". We laughed a bit but I wasnt quite sure if I had really accomplished this goal or if it were more of a friendly supportive observation.
A couple of weeks ago, another contact of mine approached me and asked me if I would do a blog about them for my readers. Apparently, this person has recieved feedback and had conversations with others in our industry about things I have blogged about between the various sites that I blog or write on.
I could list a few more examples.. but to get to the point instead.. recently I observed and was involved in a social situation among peers that brought it all to point and the light bulb went off in my head! It clicked! I had been approached by a counterpart of mine, infront of a potential client. This counterpart made a remark that was first of all, not based on fact.. and secondly, was a little embarrassing and insulting. I simply smiled and shook it off as if it were nothing. My potential client excused themselves from the conversation only to track me down a few hours later to tell me how offended they were by the person who tried to embarrass me. They let me know that they prefer to hold their business with someone who acts professionally, can be trusted, and is not in the business of slandering others. I now have a new contract in my hand from this individual for their business with me.. or should I say, with the company that I work for! The decision of this client was not based on pricing, it wasnt even based on how far their dollars would go.. it was instead based on them wanting to align themselves with someone they trusted, who they liked, who held a high image in their eyes. The following day, my home phone rang. It was someone I had spoken with a few months back, who had thrown out my business card. They didnt know me, didnt need my product and just were not interested. I guess through the months, they came to know me through my self branding and imaging.. and searched for me to do business with me not even knowing the name of the company I work for. Didnt matter.. they wanted "in" with whatever I was doing. A second deal was landed simply due to my self branded image... I hope my boss is happy about this! I bet he is...
As seriously as we take the image and branding and marketing of our companies, the companies we work for or that we own, we need to take the task of our own self images and branding. The two go hand in hand.. What good is it to have a pretty logo for your resort, if the people at the front desk do not treat your guests well at check in? What difference does it make if you have a super motto, if noone in your group follows the mission of the motto? Image and Branding might be imperative on the outer shell, but it is just as vital and important on the inner shells as well.
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