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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?

BRAND CULTURE DEVELOPMENT Tip #1: Likeability

In brand development, it’s all about longevity. What about I talking about?

Well, in organizational work we do for clientele, companies are always looking to measure their Return on Investment (ROI). So if the brand lasts over time, then we can guarantee one measure of profitability that will prove out as stable over time.

Culture development in organizations is all about the people. The peoples’ individual brands are what sell any organizational brand. Organizations must live and commit to their “people”. Organizations can always do a better job of doing so.

Without this cultural assessment and growth, turnover is high, morale is often low and employees are in paralysis mode more often than not.

What’s the cure? In my world the cure is to have employees have a sense of self and an understanding of why they each do what they do and how they fit into the entire organizational framework. That may seem like a tall order. It’s not if you have the right process and expertise in place to make it happen. The process of individual brand development does take time.

There’s one central premise to this brand development process and that’s likeability. If I like you, I will engage with you and the rest is history. This is true whether you are in an organization or if you are an entrepreneur.

Likeability successfully grows from the notion of happiness. If 78% of everything we buy (including any service sector) is based on how we feel about it and NOT the content or the expertise, then we must look at the emotion or feeling that sells. This emotion is happiness.

To be likeable, you must first be happy at some level. I’m not asking for head over heals happy. Just a manageable level of feeling happy with yourself, your life and your career. No one will believe you’re happy if you are faking it. This brand development process takes time and patience. It’s definitely a marathon and NOT a sprint.

So now that you are happy and ready to show it, how do you generate likeability? The first step is that you have to offer your audience a way to connect with you. That means really connect with you in a way that is tangible and real so they can see the authentic and real “happy” you and be able to like you.

This level of connectivity is best when done in person obviously. So what’s the next best thing if you are not able to be in person in front of your audience all the time?

I’ve found the answer to be video.   If I can’t be in the room with you, then I need to be able to visually share my happiness with you so you can fall in like with me. Video is the next best thing.

Video allows for you to share your mannerisms, facial expression and overall happy vibe with your audience in an easy and natural manner.

The key is to just show up on video exactly as you would in person. Share your in-person brand with others over video instead of live. Don’t do anything or say anything over video that you wouldn’t do live. That means you don’t re-record or analyze your recording. You just emanate your happy brand and wait for people to connect and like you.

What’s Success?

When I was a practicing securities lawyer, I had a very particular notion of what it meant for me to be a success.  Being successful for me meant to either be a high-salaried employee, meet and exceed my billables each month and/or get promoted or find a new and better job within my industry.  That’s it, I’m sorry to say.

As I always say, branding is a marathon with many iterations.  We are never broken or “need” anything.  We choose to see things differently and then grow and change.  Dynamic brands that are open to change succeed.

Looking back on my previous career and life, I feel sorry for that iteration of me. I truly was “Version 1.0” of my brand.  I wasn’t really open to change because I didn’t know what I didn’t know.

Until one day I wasn’t happy anymore as a securities lawyer.

That was the day I opened my eyes and was ready for change and growth.  That was the day I decided to be truly successful.  Was it easy? No.  Change is never easy.  Was it worth the ride? Heck yes!

Success Defined

As I look at the definition of “success” as a brand and as a person, I’m reminded of something I heard at Sunday service once at the Unity Center here in San Diego.  “Success” is defined as a) continued happiness and b) reaching for worthy goals.  In looking at  what are your worthy goals, we were told to look for i) what are your longings in life? and  ii) where do you come alive in your life?  This really struck me as a healthy view of success.

Looking at it from a client-facing perspective, if you believe my premise that a great client experience is based on each and every employee having a great brand (having their values in hand, having empathy, knowing who they are), then a successful and happy employee MUST lead to a great client experience and higher revenues for any organization.

Resistance

In life and at work, we put up such resistance.  We fight the norm, we fight the establishment, we fight our boss, we fight our colleagues and we end up fighting ourselves.  The result? Unhappiness.

All of this leads to so much friction and negative effort.  We exhaust ourselves and leave others looking away from us. Our brand is spoiled.

At that Sunday service, I was reminded that the word, “Affluence” comes from the derivative, “to flow with”.   So what if you let it all flow naturally?  I guarantee you that you would be happier and more successful.

What does this mean for you?

Stop and consider:

  • Are you happy? If you hate my question, there’s something really great for you in this query.  Stay strong and be brave enough to look at it.
  • Are you reaching for worthy goals?  Stop and question your goals.  Looking back, my billables were NOT my worthy goals in life.
  • What are you longing for in your life?
  • Where in your life experiences do you find you really come alive? Why?
  • How are you nurturing happiness within your employee pools’ brands?
  • Where can you give up resistance in your life and go with the flow towards affluence?

If this article resonated with you, please pass it on.  I’d love your feedback.

Entrepreneurial Brands: Honor & Responsibility

I mentor a young woman who is getting her undergraduate degree.  She recently interviewed me for her entrepreneur class. One of the questions she asked moved me very much.

Her question was, “What does it mean to you to think about yourself as an entrepreneur?”  I haven’t sat down and thought about this question in a very long time.  I sat back to reflect in order to give her an honest and sincere answer.   Instead what I discovered is that I became quiet emotional at the privilege I had to be an entrepreneur.

As I reflected on the last ten years of my life in running this company, two things stood out as themes to my answer:  honor and responsibility.

To be an entrepreneur for me means to be a pioneer and a trend-setter while helping people and organizations choose to see things differently and excel.  It is an honor and a privilege to be an entrepreneur and it is clearly NOT for everyone. Everyday is exciting and fun.  Others may see risk and instability, I see a promise to be better and impact the world in a positive way. I see it as my responsibility and an honor.

Every day it is my privilege to be allowed into our clients’ lives and hearts and minds.  Rarely is there a day when a client doesn’t drop their guard and become vulnerable with me in an effort to be better and do better.  What an honor and a privilege it is to be me and to have clients trust me in this way.

What does this mean for you?

Even if you are not entrepreneur, this line of thinking will serve you well in your work and career and personal life, too.  Stop and consider:

  • What is an activity in your life that is exciting and fun for you?
  • Can you take your current career and/or job and choose to see it from the vantage point of an entrepreneur- as fun, exciting and a true contribution to others?
  • If you answered “no” to the question above, can you take just ONE aspect of your current career and/or job and choose to see it that way?
  • In your life and career, have you stopped to listen to feedback from others regarding what you do that can be seen as: a) a privilege and b) a way to be of service to others?

I hope you found this material helpful.  If so, please SHARE it with others.  I’m always striving to provide you with content that is helpful to you and your brand and life.  Please email me with your feedback and questions: katy (at) purispersonalbranding.com.

Brand Booster: Self-Confidence vs Arrogance

Just the other day a client gave me a compliment by letting me know how our work had made such an impact on their personal world and in their business  culture.  I was touched.  I was also proud.  I had to take a moment and step back to check in on my mentality.  Was I buoyed too much by the compliment and patting myself on the back? If so, was I running the danger of letting my ego run away with the compliment and hijacking it to my brand detriment?

In brand development, I always say that everyone must be able to receive and distill compliments well. The practice serves so many various purposes.

However, there’s a fine line between taking compliments well and taking those same compliments and becoming arrogant as a result.   The former is so attractive to your brand.  The latter is awful for your brand.

The trouble: It’s so easy to run the risk of the latter.

As my mentor, James Espey,  says “Confidence without arrogance” is the goal in life and in business.  He’s certainly lived that humble and successful life for years.

What’s a person to do?  The number one rule is to stay self-aware.  Much like I do my best to do, stop and think to yourself:

  • Did I really hear the message that was meant to come with that compliment? 
  • How can I use it in a humble way to boost my self-confidence?

After all, self confident brands win.

If you’d like to discuss this topic or any related topic regarding how to market and sell yourself in a healthy and authentic way, please drop me a line.  I’d love to connect and discuss.

 

 

 

Why So Sad? Sadness As A Brand.

I remember graduating from law school and taking the Indiana bar exam. While I was waiting for my bar results, I couldn’t imagine what I would do if I didn’t pass the exam.

What else could I do? I had gone to law school so I could practice law and “be” a lawyer. Just the thought of not being able to “be” a lawyer freaked me out and it made me sad. A general sense of depression came over me as I waited for the test results.

These days within the practice of law, or when we discuss any professional exceling at work and working “hard”, we naturally (and unfortunately) tend to discuss the high incidence of depression in the workforce.

This depression can come about for other reasons, too. I was recently discussing this very topic with a lawyer whose spouse is in the military. Every so many years they must move as her husband gets new orders. Each move guarantees a high likelihood that she, as a lawyer, won’t be able to practice in that new state because she hasn’t taken that particular state’s bar exam yet. She noted how this situation causes so many lawyers in her position to go into a deep depression. I had never stopped to consider this fact. Yet, I totally see how that situation can cause depression.

Why does this sadness and/or depression happen to professionals regarding their careers?

I think this happens because we are too tied to our identity as a particular professional and career. We don’t identify ourselves as people first, rather we identify as our professions first.

For instance, when I was a securities lawyer in Washington, DC, whenever anyone met me and asked me about myself, I would automatically launch into a discussion of my legal career. Often, my response would start with, “I’m a lawyer”.

It wasn’t until the year I stopped practicing that I realized this costly misalignment in my thoughts. I remember the day so vividly. I was bemoaning to my sister how I was struggling with not practicing law, even though I had chosen to stop practicing and I felt it was right deep down in my gut. I remember declaring to my sister, “But if I’m not a lawyer, then who am I?”

This inquiry stopped my sister dead in her tracks. With a very shocked and sad expression she commented, “You are a human first and then a lawyer”.

What a wake-up call. That was the moment I really stopped and took inventory of who I really was and what I was about in this world. It took several years before I had real clarity.

I then realized that identifying so much with my career and/or profession had left me with a lack of my own identity as a human. Not a pretty or effective brand.

As such, it led to a sense of sadness and hollowness when I stripped myself of my title as a lawyer- an even worse brand.

What does this mean for you? Stop and consider:

  • How often do you identify with your career, profession and job to the detriment of who you are as a person? Why?
  • Does this identification help you be happy and balanced?
  • How does this identification impact your work product and your brand?
  • What would it be like for you to stop identifying with your career, profession and job?
  • What’s one action step you can take now to have more self-awareness around who you “are” and what you “do”?

If this material is helpful, please consider sharing it.  

I would love to hear your feedback.

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First, Know Yourself So You Know What To Market.