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Mary, Mary Quiet Contrary...
How Does Your BRAND Grow?
With silver bells of “Buzz” and cockle shells of “Chat.”
Success boils down to your ability to influence people to take action.
Brand is how people see you – what you are known as in that
process. You may have a brand or not. It may be a good brand or not.
Either way, you do not determine your brand. The consumer does.
You are the influencer.
Branding is a conversation that starts between two people. That
conversation builds to a discussion between four then eight and so
on. The conversation replicates quickly via social media networks
such as Facebook, LinkedIn Groups, Twitter, and more. People start
posting videos about it on YouTube. They create discussion groups
and chat about it through message boards. They start to bookmark
sites that reference the topic. Then Walla! Your brand is born. To
influence the success of a brand, set the agenda and let your
customers spread the conversation. Set up the playground and let
them play.
Advertising is not a conversation between people and alone is not
enough to influence brand. That is why the companies that spend the
most on advertising still do not have the strongest brands. That is why
successful companies are developing online communities and “buzz”
about their services. This principle worked very well in the last
presidential election where there was definitely buzz among young
people via their chosen method of communication – social
networking. You cannot “buzz” with your TV or a print advertisement.
Brand is the difference between a luxury car and a Mercedes Benz.
Brand is the difference between a designer’s handbag and a Hermes
Birkin. Brand is the difference between a cup of coffee and a cup of
Starbucks.
Other examples of strong brands are: Nike, Google, Facebook, Apple,
Amazon, and Ikea. All of these companies have competitors offering
similar services. What makes people talk about these more? There
are key elements that you want to consider when you create a plan to
influence the decisions of consumers.
1) Offer Continual Value – Aim to enhance your usefulness. Study
your eco-system – organizations and stakeholders operating within
your business environment, which collaborate and compete in an
economic web of relationships. For companies that means don’t just
understand your internal systems of sales, marketing, manufacturing,
technical support and new installations but also include suppliers,
lead producers, competitors, and other stakeholders.
Stop selling products. Start selling services. Gather case stories.
Gather testimonials. Share resources. Focus. Focus. Focus. Who
are you? What do you do? Ask yourself what the consumer is asking,
“What does it matter?”
2) Be Innovative – This is imperative to growth. Continually push the
boundaries of what you offer and add ancillary products. Amazon is a
good example of this. Experiment rapidly. Embrace failure. Be
audacious. Think big and small. Please customers with your
attention to detail. Take a wider view of the shopping experience and
make each step simpler and more enjoyable.
An idea is innovative when it scares the hell out of you. Consider the
name of your brand. The name must be distinctive, brief, easy to spell,
appropriate, and likeable. Logos seem to be a dying breed and are
being replaced with icons and avatars. An icon is a name or visual
symbol that suggests a market position. Like the Nike check mark or
the CBS eye-popping silhouette. An avatar is a brand icon that can
move, change and operate freely in other media such as the Cingular
person avatar.
The most effective packaging of your service will follow the rules of
human nature:
1) It catches the eye of the consumer
2) The consumer asks, “What is it?”
3) The consumer wonders, “Why should I care?”
4) The consumer wants to be persuaded
5) The consumer needs proof
The lesson here? Don’t spill your candy in the lobby. Don’t pack your
web site with everything that you know. Don’t put everything you can on
the package cover. Don’t make your presentations, web site or
packaging too fat for the dress.
3) Offer a Premium Experience Where the Consumer can Be
Entertained – Premium aesthetics coupled with consistent delivery
will always have a place for consumers. Apple computers are not
inexpensive. Yet they are infinitely popular because they offer
consistent positive performance. You walk into the Apple store and
the sales people are dressed like you might be – in a T-shirt. Not just
any T-shirt – all with a consistent theme that states their values. They
invite you to be part of their identity by meeting you on your level.
Reach out with free products and great service. Make money with
premium services.
4) Create a Sense of Community – Social media makes this easy and
inexpensive. The consumer has evolved from the “served” to the
“creator.” Today the consumer is the performer. And they want to buzz
about something important. Shift from clever messaging to productive
interactions. Ask for help or feedback on Twitter. Use Delicious to see
tags used by others. Ask people what they have to say. Survey
customers. Act on their feedback. Hire people who are conscientious,
empathetic, friendly and have ability.
Find your voice and begin to tell your story. Link your story to the story
of your clients so they return again and again to hear you tell it.
Leverage the existing community of consumers involved with your
products and services to promote their experience with you. Online
content should create a social tension that consumers wish to
resolve. Ask your customers for their opinion. Present them with a
dilemma.
5) Change Your Model – Examine the eco-system of your customer
and adapt your business model to meet it. Car dealers know that
consumers’ schedules are busy so now some will ride you to work if
your car is in their shop. This is a big change from 15 years ago. Stay
flexible and allow your customers to dictate how your services will be
used. Begin with “who” rather than “what.” Allow the consumer to be
the protagonist. They want to lead the journey and be entertained on
the ride.
Bring the audience into the creative process. Getting your message
across used to be a monologue with print ads, radio ads and
television commercials beamed at you. Now it is a dialogue. The
purpose of brand is to make you the natural choice of your customer.
People buy people. Brands fail because businesses fail to think,
speak and behave like a people business.
6) Prioritize the Environment – Examine you eco-system and make
choices of sustainability for all shareholders. Show consumers that
you care about their environment and their future. Get the best and the
brightest talent working for you and canvas everyone internal and
external – stakeholders, competitors, customers and non-customers.
Schedule regular meetings with your customers where there is no
sales agenda. Entertain them, present a dilemma for their feedback
and value that feedback.
Today a living brand is a pattern of behavior. Brands now grow
organically. People change their clothes without changing their
character. Brands change the same way.
Ask yourself: “Our ____________(brand name) is the only
______________ (product category) that _________________
uniqueness).
Stop asking what will make your brand grow. Ask what is stopping it
from growing.
In your garden, don’t be a small fish in a big pond. Create your own
pond and be the only fish in it. Start now!
Email this to a friend who may appreciate the advice.
Follow Mary Lee’s career tips on Twitter.com at StartingOverNow or
on Facebook at Mary Lee Gannon.
Sign up for Mary Lee’s FREE e-newsletter of free career and
productivity advice by emailing info@startingovernow.com.
For the FREE Worksheets: "SMART Goals," “It’s Not Who You Know It’
s Who knows You” and “Goals - What They Did for Me” go to: www.
startingovernow.com/Articles-andTip-Sheets.html
Mary Lee Gannon is a cultural turnaround and leadership expert who
went from being a stay-at-home mother with four children living in an
unpalatable marriage behind the facade of a country club life to the
reality of divorce, homelessness, and welfare. As a national guest
speaker she demonstrates turn-around strategies that transform
corporate cultures and took her from an earning capacity of $27,000 to
the president and CEO of a hospital foundation. Her book “Starting
Over – 25 Rules When You’ve Bottomed Out” is available in
bookstores and on Amazon.com.
How Does Your BRAND Grow?
With silver bells of “Buzz” and cockle shells of “Chat.”
Success boils down to your ability to influence people to take action.
Brand is how people see you – what you are known as in that
process. You may have a brand or not. It may be a good brand or not.
Either way, you do not determine your brand. The consumer does.
You are the influencer.
Branding is a conversation that starts between two people. That
conversation builds to a discussion between four then eight and so
on. The conversation replicates quickly via social media networks
such as Facebook, LinkedIn Groups, Twitter, and more. People start
posting videos about it on YouTube. They create discussion groups
and chat about it through message boards. They start to bookmark
sites that reference the topic. Then Walla! Your brand is born. To
influence the success of a brand, set the agenda and let your
customers spread the conversation. Set up the playground and let
them play.
Advertising is not a conversation between people and alone is not
enough to influence brand. That is why the companies that spend the
most on advertising still do not have the strongest brands. That is why
successful companies are developing online communities and “buzz”
about their services. This principle worked very well in the last
presidential election where there was definitely buzz among young
people via their chosen method of communication – social
networking. You cannot “buzz” with your TV or a print advertisement.
Brand is the difference between a luxury car and a Mercedes Benz.
Brand is the difference between a designer’s handbag and a Hermes
Birkin. Brand is the difference between a cup of coffee and a cup of
Starbucks.
Other examples of strong brands are: Nike, Google, Facebook, Apple,
Amazon, and Ikea. All of these companies have competitors offering
similar services. What makes people talk about these more? There
are key elements that you want to consider when you create a plan to
influence the decisions of consumers.
1) Offer Continual Value – Aim to enhance your usefulness. Study
your eco-system – organizations and stakeholders operating within
your business environment, which collaborate and compete in an
economic web of relationships. For companies that means don’t just
understand your internal systems of sales, marketing, manufacturing,
technical support and new installations but also include suppliers,
lead producers, competitors, and other stakeholders.
Stop selling products. Start selling services. Gather case stories.
Gather testimonials. Share resources. Focus. Focus. Focus. Who
are you? What do you do? Ask yourself what the consumer is asking,
“What does it matter?”
2) Be Innovative – This is imperative to growth. Continually push the
boundaries of what you offer and add ancillary products. Amazon is a
good example of this. Experiment rapidly. Embrace failure. Be
audacious. Think big and small. Please customers with your
attention to detail. Take a wider view of the shopping experience and
make each step simpler and more enjoyable.
An idea is innovative when it scares the hell out of you. Consider the
name of your brand. The name must be distinctive, brief, easy to spell,
appropriate, and likeable. Logos seem to be a dying breed and are
being replaced with icons and avatars. An icon is a name or visual
symbol that suggests a market position. Like the Nike check mark or
the CBS eye-popping silhouette. An avatar is a brand icon that can
move, change and operate freely in other media such as the Cingular
person avatar.
The most effective packaging of your service will follow the rules of
human nature:
1) It catches the eye of the consumer
2) The consumer asks, “What is it?”
3) The consumer wonders, “Why should I care?”
4) The consumer wants to be persuaded
5) The consumer needs proof
The lesson here? Don’t spill your candy in the lobby. Don’t pack your
web site with everything that you know. Don’t put everything you can on
the package cover. Don’t make your presentations, web site or
packaging too fat for the dress.
3) Offer a Premium Experience Where the Consumer can Be
Entertained – Premium aesthetics coupled with consistent delivery
will always have a place for consumers. Apple computers are not
inexpensive. Yet they are infinitely popular because they offer
consistent positive performance. You walk into the Apple store and
the sales people are dressed like you might be – in a T-shirt. Not just
any T-shirt – all with a consistent theme that states their values. They
invite you to be part of their identity by meeting you on your level.
Reach out with free products and great service. Make money with
premium services.
4) Create a Sense of Community – Social media makes this easy and
inexpensive. The consumer has evolved from the “served” to the
“creator.” Today the consumer is the performer. And they want to buzz
about something important. Shift from clever messaging to productive
interactions. Ask for help or feedback on Twitter. Use Delicious to see
tags used by others. Ask people what they have to say. Survey
customers. Act on their feedback. Hire people who are conscientious,
empathetic, friendly and have ability.
Find your voice and begin to tell your story. Link your story to the story
of your clients so they return again and again to hear you tell it.
Leverage the existing community of consumers involved with your
products and services to promote their experience with you. Online
content should create a social tension that consumers wish to
resolve. Ask your customers for their opinion. Present them with a
dilemma.
5) Change Your Model – Examine the eco-system of your customer
and adapt your business model to meet it. Car dealers know that
consumers’ schedules are busy so now some will ride you to work if
your car is in their shop. This is a big change from 15 years ago. Stay
flexible and allow your customers to dictate how your services will be
used. Begin with “who” rather than “what.” Allow the consumer to be
the protagonist. They want to lead the journey and be entertained on
the ride.
Bring the audience into the creative process. Getting your message
across used to be a monologue with print ads, radio ads and
television commercials beamed at you. Now it is a dialogue. The
purpose of brand is to make you the natural choice of your customer.
People buy people. Brands fail because businesses fail to think,
speak and behave like a people business.
6) Prioritize the Environment – Examine you eco-system and make
choices of sustainability for all shareholders. Show consumers that
you care about their environment and their future. Get the best and the
brightest talent working for you and canvas everyone internal and
external – stakeholders, competitors, customers and non-customers.
Schedule regular meetings with your customers where there is no
sales agenda. Entertain them, present a dilemma for their feedback
and value that feedback.
Today a living brand is a pattern of behavior. Brands now grow
organically. People change their clothes without changing their
character. Brands change the same way.
Ask yourself: “Our ____________(brand name) is the only
______________ (product category) that _________________
uniqueness).
Stop asking what will make your brand grow. Ask what is stopping it
from growing.
In your garden, don’t be a small fish in a big pond. Create your own
pond and be the only fish in it. Start now!
Email this to a friend who may appreciate the advice.
Follow Mary Lee’s career tips on Twitter.com at StartingOverNow or
on Facebook at Mary Lee Gannon.
Sign up for Mary Lee’s FREE e-newsletter of free career and
productivity advice by emailing info@startingovernow.com.
For the FREE Worksheets: "SMART Goals," “It’s Not Who You Know It’
s Who knows You” and “Goals - What They Did for Me” go to: www.
startingovernow.com/Articles-andTip-Sheets.html
Mary Lee Gannon is a cultural turnaround and leadership expert who
went from being a stay-at-home mother with four children living in an
unpalatable marriage behind the facade of a country club life to the
reality of divorce, homelessness, and welfare. As a national guest
speaker she demonstrates turn-around strategies that transform
corporate cultures and took her from an earning capacity of $27,000 to
the president and CEO of a hospital foundation. Her book “Starting
Over – 25 Rules When You’ve Bottomed Out” is available in
bookstores and on Amazon.com.
StartingOverNow.com
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* Starting over in
their career or
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* Empty nesters
* Entrepreneurs
* Networking
* Job Seekers
* Starting all over
again
* Going through a
divorce
* Looking for career
opportunities
* Seeking FREE
career advice and
education
* Finding mentors
* Setting new life
goals
To chart your road
map to success
click here for FREE
"Worksheets and
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Turnaround Solutions for People & Organizations
Whether you are an executive who is "stuck," your company needs better productivity, or you are in
a life transition you represent the people and organizations Executive Leadership Coach Mary Lee
has helped. Learn how to clarify direction, create strategy, upgrade skills, optimize your
environment and wipe out fear and doubt. Make it fun = get more done!
Mary Lee’s strategies from her book “Starting Over” helped her in her own transformation from stay-
at-home mother with four children living a country club life to the reality of a difficult marriage,
divorce, poverty, welfare and then on to president and CEO. Eliminate self doubt, under-
performance, money fears, relationships woes, and negative influence so that you may soar.
Then lead others to improve their lives and your business. Start now! For a FREE introductory
coaching session via phone contact info@startingovernow.com.
Whether you are an executive who is "stuck," your company needs better productivity, or you are in
a life transition you represent the people and organizations Executive Leadership Coach Mary Lee
has helped. Learn how to clarify direction, create strategy, upgrade skills, optimize your
environment and wipe out fear and doubt. Make it fun = get more done!
Mary Lee’s strategies from her book “Starting Over” helped her in her own transformation from stay-
at-home mother with four children living a country club life to the reality of a difficult marriage,
divorce, poverty, welfare and then on to president and CEO. Eliminate self doubt, under-
performance, money fears, relationships woes, and negative influence so that you may soar.
Then lead others to improve their lives and your business. Start now! For a FREE introductory
coaching session via phone contact info@startingovernow.com.
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FREE Resources
to help you:
1. United States of America's
primary source on career
information:
www.onetcenter.org
2. Wage Estimates
www.salary.com and Bureau of
Labor and Statistics
3. Organize Your Job Search -
Post a Question etc.:
www.cvtips.com
4. Starting Over After Divorce:
www.womansdivorce.com
5. Starting Over for Women:
www.makingbreadmagazine.co
m
6. Self Improvement:
www.selfgrowth.com.
7. Job Postings, Resume
Advice and Resources:
www.careerbuiler.com
8. Templates for: business
plans, competitive analysis,
start up costs and more:
www.score.org/business_toolbox
.html
9. Federal/Sate/Local
Government jobs:
www.USAJOBS.com
10. U.S. Government's Free
online courses, webinars and
podcasts for workforce
development:
www.onetacademy.com.
11. Occupational Outlook
Handbok 2008-09 by Bureau of
Labor and Statistics:
http://www.bls.gov/oco/home.ht
m
to help you:
1. United States of America's
primary source on career
information:
www.onetcenter.org
2. Wage Estimates
www.salary.com and Bureau of
Labor and Statistics
3. Organize Your Job Search -
Post a Question etc.:
www.cvtips.com
4. Starting Over After Divorce:
www.womansdivorce.com
5. Starting Over for Women:
www.makingbreadmagazine.co
m
6. Self Improvement:
www.selfgrowth.com.
7. Job Postings, Resume
Advice and Resources:
www.careerbuiler.com
8. Templates for: business
plans, competitive analysis,
start up costs and more:
www.score.org/business_toolbox
.html
9. Federal/Sate/Local
Government jobs:
www.USAJOBS.com
10. U.S. Government's Free
online courses, webinars and
podcasts for workforce
development:
www.onetacademy.com.
11. Occupational Outlook
Handbok 2008-09 by Bureau of
Labor and Statistics:
http://www.bls.gov/oco/home.ht
m
| Mary Lee Gannon is interviewed on Mind Your BIZness |
Listen to Mary
Lee's interview
"From Welfare
to CEO" on the
Renee Bobb
Show on
BlogTalk
Radio.com.
Lee's interview
"From Welfare
to CEO" on the
Renee Bobb
Show on
BlogTalk
Radio.com.
Gannon Group/StartingOverNow.com
Executive Leadership Coaching - Productivity Solutions for People and Organizations
Executive Leadership Coaching - Productivity Solutions for People and Organizations
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Mary Lee Gannon's
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