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People Buy Your Uniqueness Before They Ever Buy Your Product Or Service. What's Your Uniqueness & How Do You Market It?

Don’t Go, Stay! How To Stop Attrition of Employees

I can’t tell you how often I used to think about fleeing the nest when I was a practicing lawyer. Especially towards the end of my career.

It’s not like I was suicidal (that’s a very serious topic that needs to get addressed immediately).

I just couldn’t do “it” anymore. I couldn’t draft one more document,  I couldn’t listen to one more colleague complain or hear another superior of mine pretend to manage and lead us.  It became maddening.

Towards the end, I had many days when I really had to drum up the motivation to not roll over and go back to bed. I knew I wasn’t officially depressed because I would lay in bed and dream of going to the gym all day, instead of to work –ahhh, how much more fun and productive that would be!!

Sound familiar? Maybe not to you. However, maybe your employees or colleagues are thinking so.

I can’t tell you how often we get calls from management letting us know that they fear employees will leave.  While attrition is natural and necessary, if you start to see a pattern, you’ve got a problem. For example, is it mostly women that are leaving? Or is it mostly a particular department’s employees that are leaving?

No matter what the reason or where, one thing is for sure in my world:  addressing attrition head-on is your only solution. How?

In my world, we do it by developing the brands for each individual employee- either in a group or one-on-one. Why?

As humans, we want to make a difference and drive the ball forward somehow in our lives.  When we do, we roll up our sleeves and start contributing to the overall goal.  This gives us energy and purpose to keep going.  When we don’t know who we are or why we should show up at work, then the game is over. If I don’t think there is anything interesting about me, then why would I go to work each day?

Thinking back, that’s why I couldn’t get up each morning at the end of my legal career. I just didn’t know what purpose I served anymore as a lawyer. I was lost.

My solution is about facilitating the process so each employee has a brand: a) knows their values, b) how to bring their values to work, and c) how to sync up their values with their employer’s values.  This is the start of the brand development process. 

What does this mean for you? Stop and think for yourself:

  • Why do you get up and go to work each day?
  • What purpose do you serve at work?
  • What are your values?
  • Are your values synced up with that of your employer/company/business? If so, how? If not, why?

 

Brand Booster: “Allow” Instead of “Force”, “Achieve” or “Earn”

Just the other day I was forcing an issue with my husband. We were at a restaurant ordering lunch. Being a typical woman, I wanted him to “share” a burger and a salad with me instead of us both ordering a burger. It’s my attempt to be healthier and still eat what I love (a burger!). I kept suggesting it to my husband…. Over and over again. I wanted him to do what I wanted him to do. Free will was lost. So, he pushed back and we both got burgers.

Sound familiar? It should. Stuff like this happens so often.

What if I had just stopped and chosen to see the situation differently? Instead of “suggesting/forcing” my views on my husband, what if I had “allowed” the situation to be and allowed whatever was going to happen, to happen?

I guarantee you the end result would have been different.

Maybe we still would have ended up ordering burgers, but I wouldn’t have let myself down and expended so much negative energy pushing and shoving my will on my husband. I could have been happier in that moment.

Successful brands don’t force anything – on themselves or on others.

Anytime we force anything, we have active resistance around anything in our lives,. Then there is tension. Tension even shows up when we are “achieving” or “earning”.  

Tension amps up our stress. Our stress amps up other peoples’ stress. Then people don’t want to be around us anymore, much less hire us, buy from us, promote us, date us. You name it. The game is over.

Instead, successful brands recognize that allowing life to happen sets everyone up for more success. Allowing life to happen, allows us to “be” with ease and grace. Ease and grace is the only way to let your brand shine and get us to stop, notice you and gravitate naturally to you.

What does this mean for you? Stop and consider:

  • How often do you force your way and will in life? Next time, stop and have self-awareness: is it really working for you? Be honest with yourself.
  • What if you stopped trying to “achieve” or “earn” and just “allowed”, instead?
  • What would your life be like if you just “allowed” yourself and others to be? Where can you make subtle adjustments to allow more and force less?

Call or email me to discuss this strategy in your brand and life.

 

Societal Brand Booster: The Impact of the Olympics

olympics2016I love the Olympics. Summer, Winter, all of it. It doesn’t matter to me the sport or the level of competition. Thinking back, I’ve always loved the Olympics. Not only was it inspirational to me as a little girl to see the athletes, it was fun to get into the spirit of the celebration of working on a dream and setting out to achieve it.

Nowadays in my family, we still get excited to watch the Olympics. And there’s more of a reason to love the games.

My husband and I have both developed a theory around the Olympics: The Olympics are good for our individual brands AND for business brands. How? Why?

Consider that 78% of everything you and I buy is NOT based on the content, but on how the service provider or product makes us feel. The only emotion that matters, sells, influences, attracts and engages is happiness.

The Olympics are high-toned and happy. For the two weeks or so that the Olympics are on, the world is a happier place. As a result, people are more motivated- motivated to help one another, to cheer one another on, to take care of themselves and be happier.

As a dentist, each Olympic season my husband notes a noticeable difference in his patients’ tone and willingness to take care of their teeth and oral health.

People are better brands. They (consciously or subconsciously) want to be better and be a part of something greater than just themselves. The Olympics fosters teamwork and support, which then leads to better business brands.

How could you not watch the athletes, hear the stories of the years of sacrifice and training they have made and not want more for yourself, your family, your business and your colleagues/career?

Contrast this with politics and the 2016 Vote. Blech…

The Olympics have been such a nice respite from the mud-slinging, fake-ness and low-toned campaigns we have to endure. That’s all we hear about. As a former lobbyist in Washington DC, I didn’t like it then. As a branding expert, I really don’t like it now. Nothing about politics is high-toned, including the candidates’ brands.

What does this mean for you?

• If you have a business/are an entrepreneur, take notice of how your business does during the Olympics. You should show a sign of increasing profits and sales. This would be the optimal time to take the momentum generated by the Olympics and boost your employees’ morale and drive – this will impact retention and production.

• If you work for an organization, notice how the staff and your colleagues are performing. This would be the optimal time to take the momentum generated by the Olympics and create a brand culture based on values and what drives your team as people.

• Stop and notice your own brand. Do you and your brand sell happiness at some level by showing up as happy? You should be happier and more motivated to allow success in your life. Take this extra brand boost and run with it for these two weeks. Hopefully, it will become a habit for you beyond the Olympics.

Questions? Comments? Suggestions? Call or email me to discuss how to harness your own brand and that of your teams’ brand to be optimal and happier and succeed more.

Stop Throwing Money At “It”!

money-picI have a person very close to me who likes to throw money at situations and people.  Let’s name them “Pat”.  Over time I’ve noticed money gets thrown around when Pat  is trying to: 1) avoid a negative/painful situation (“I’ll buy the birthday gift, you go hang out with the birthday gal because I don’t want to see her”) or 2) be more loved (“I’ll buy lunch to apologize for making you come meet me where I want to each lunch”).

So in the famous words of the Beatles, if love is all we need and if money is the root of all evil, then what gives with Pat?

While we all tend to stretch for relief and love in our lives by “solving” things with money, what does it really do to your brand?

First, you must have self-awareness to look at the situation in the first place. If you can’t step back and observe yourself throwing money at others, then you can’t start to see anything differently. 

Throwing money at people and situations in order to get yourself in a better position and your brand better loved does NOT work.  Why?

Even if people end up taking your money, we can all sense your desperation in doing so.  It devalues your brand instead. No one wants to support, much less be around, desperate people.  Think about it: when was the last time you bought any product because you pitied the company? Never, I suspect.

Need more examples? Look at Uber.  Uber and Lyft spent over $8 million in a very few short months in Austin.  They were trying to get voters to shoot down Austin’s proposed fingerprinting rules for drivers.  Uber bombarded voters with phone, text, emails and calls.  Some voters were truly scared and creeped out by the level of intrusion.

In the end, Uber and Lyft lost the fight.  And they lost $8 million.  That’s what happens when you throw money at it. No one was more sad over this result than me.  I used to Uber/Lyft all around Austin on my monthly trips.  Now I’m stuck with yucky cabs or the kindness of colleagues and friends.

What about Uber and Lyft’s brand?

Some would say the companies are so big, it really doesn’t impact their brands.  Ok, so maybe there’s no fiscal impact. However, in the court of public opinion it’s different.  In the informal interviews I’ve done with locals in Austin, there’s very little love for Uber or Lyft.  When you mention either brand name, most people I’ve talked to shrug, squint and reply rather nonchalantly.  That’s what you get when you have enough money to throw at people in order to get your way.

So let’s summarize what we learned in first grade: Money does not get you your way. If you do get your way, you have no respect with it.  Your brand stinks.

What does this mean for you? Stop and consider:

  • When have you strong-armed others with money to get your way?
  • Did it work? Why did you really throw money at it?
  • How can you stop and have self-awareness of when you are throwing money at something?

The Cost To Your Brand: Customer Acquisition and Customer Support

1358856_10905934The longer I live, the more I think about what it really means to support others and be of service to them. Where along the way do we lose that magic touch of support and service to others?

I think about this topic more lately because of the larger number of service providers we hire at work. It seems like we pay so many companies monthly for something. The latest hire really made me laugh.

This company gave a 14-day free trial offer so I could test out their software. I found myself scrambling like a maniac to really use and implement their software and test it fast. Why?

My past experiences with similar vendors have conditioned me to believe that companies will give me good service as long as I’m not a client yet. In other words, while they are wooing me in the “dating” phase, they’ll give good support and answer my questions. Once I pay up, they stick me in line with all the other customers who need support and then I won’t be able to get help with their product anymore. Even if me and my company have paid a premium to use their service.

Don’t believe me? Here’s a real life example we’ve actually tested out.

We evaluated Demand Force, a company we have used. Here are the results:

It took Demand Force ten seconds to answer sales calls- when they thought we were prospective clients wanting to buy their service. In contrast…

We were on hold 29 minutes when we became a client and had a question regarding their service and product.

Do you see a problem? I do. Does it now make sense why I was scrambling to see if I really liked my potential new vendor while they were wooing us? Sadly, yes.

What does this mean for you? Stop and think for yourself:

If you are in the role of working for one of these types of organizations:

  1. what kind of pre and post acquisition support do you offer clients? If it differs, by how much and why?
  2. What does the difference in treatment do for your overall corporate/business brand? Does your target audience get a clear and consistent brand message? Do they really get to know your company values this way?

If you are an individual working on your own brand:

  1. what kind of support do you offer others?
  2. Do you offer consistent support to those you serve?
  3. Or does your level of support vary? If so, how and why? 
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First, Know Yourself So You Know What To Market.