- Who & Why?
All Posts Tagged Tag: ‘branding’
Within organizations the one thing you can count on is change. Change is inevitable.
It comes often and is often painful. In the branding world, change is an indicator of brand flexibility: brands that go with change, evolve and survive to thrive. Brands that don’t bend with the wind, die out.
What kind of changes are we talking about? Such changes include a) reorganizational changes of any kind, like changes in management, buy-outs, downsizing due to economic factors or due to innovation b) technological changes leading to obsolescence c) pure economy dictated changes.
What do all these changes involve? Employees. Your best advantage and greatest asset- your talent pool.
Here’s the problem: The 2013 Gallup State of the Global Workplace report found that only 13% of employees are engaged at work. Engagement equals productivity.
So what are the hurdles to employee engagement and productivity due to change? Here’s what I’ve found happens when there is any internal change- and there will always be internal change:
- There is a fundamental shift in brand values due to change in management- often this is accompanied by mass confusion, often subconscious, among the employee pool. Why? Read on.
- There is no focus on the notion of building the “internal” brand first- since the brand of the employees/agents is behind the company brand and comes first, it pays to develop the employee brand first- this involves direct communication to the employees and inclusion of the employees in the brand value process. Leadership must engage employees in the exercise of discovering their values that coincide with the shift in brand values of the new management.
- There is a strong possibility that employees/agents go rogue and drift away from the corporate brand representation.
So what is management supposed to do about this? The first step is that “management” needs to stop thinking like “management” and start thinking like “leadership”. This means first and foremost having conscious awareness that a shift has occurred. This shift may not be well understood or accepted by your employees.
Next, leadership needs to take steps to make sure the brand values shift is a) communicated well and b) open to revision by employees c) based on the ability to have the employees develop their own brand values and contribute to the new direction of the company’s brand. This is where I come in to assist the leadership team.
What happens if management does not become leadership and apply these steps? From my experience, the best that can happen is employees leave the company. The worst that can happen is that employees stay, become disgruntled which in turn leads to apathy, lack of productivity, and low morale. All of this inevitably leads to a decline in profits.
So what does this mean for you?
If your organization is going through change, make sure you consider your employee brand values. They must be in sync with your organizational shifts and the brand value changes they bring. These changes must be communicated to your employees and your employees given the ability to participate in creating the evolved organizational brand culture.
Collaborating over the years with various artists on their individual brand development, I have seen a very familiar- and somewhat sad- pattern.
Musicians are brilliant people- generous, creative, exciting, excited, eager and fun.
Yet, there are two camps. First, there’s the group with hang-ups around their art.
The biggest issue is the subconscious belief that they have to be poor. Maybe it’s the belief that to be a true artist, you have to be poor- like a darvish. Whatever the reason, it becomes a self-fulfilling prophecy often. Although not many artists will say it aloud (because it’s not conscious), the thought that holds them back is, “we’ll never get paid”.
Then there’s the second camp of musicians and artists. Those established and financially successful one who do get paid and do make money- lots and lots and lots of money. These successful artists very consciously see their art and music more through the framework of “how do I best run a business”. This mentality is smart and effective….if not taken to an extreme. What do I mean?
Well so often for “financially successful” artists, the money becomes TOO much of a motivator- at the expense of their true art and gift and talents. The art becomes more like a business, money-making machine. The result? The artist forgets their real passion and purpose and drive and joy in creating music and art.
So what if I told you there is a happy medium- that there must be a happy medium that works towards the highest good?
My goal is to change how the music industry, and each artist, sees their value and contribution as an artist. It can’t all be about the money, despite what our commercialized world tells us. But then again, an artist can’t pay his rent without money either.
So what’s the happy medium? In my expertise developing sincere and successful artists’ individual brands, it comes down to one word: harmony.
I’m talking the kind of harmony where each artist recognizes their brand is about an ebb and flow. The harmony of running a successful business and knowing you deserve to get paid- that you must get paid for your beautiful art. Yet, also a harmony in never forgetting who you really are, what your music and art represents and staying focused and true to your reason and message as an artist.
What does that look like? It looks like a full house at your next gig where the audience is exactly who you want to play for- those with whom you resonate best, those for whom you wrote your music, those who get you and appreciate you and your artistry. The audience is filled with those who make you happy and allow you to express yourself in a way that is natural and meant to be.
So what does this mean for you? Stop and ask yourself:
-Are you creating value? All the way from your set content (lighting, wardrobing/visual branding, and your scarcity model (how often you play: weekly, quarterly- how long each set is).
– Are you still feeling self-expressed or does it seem like the business has run away from you?
When I graduated from law school in 1997, jobs were plenty. I was so very fortunate, as were all my classmates. Just about the only reason we had for not getting a job was if we failed the bar exam.
Looking back, I realize how blessed we were. I really didn’t have much anxiety around finding a job. If anything, my anxiety was more about whether I would find a job that I really wanted.
Fast forward 19 years. I have so much respect for recent law school graduates. They no longer have the luxury that we did when we graduated. Nothing is guaranteed once they graduate.
This may sound like a bad thing, however I see it differently. I think graduates these days are much more resourceful and scrappy. They are forced to figure out their brands and then market themselves in a way we never had to do.
This brings me to the dilemma I see so many law firms facing today. The majority of those who graduated law school a few years before me as well as those who graduated with me are mid-level partners in their firms. They are not the oldest in the partnership ranks yet.
As a result of when we graduated and our fantastic economic circumstances, many of these partners always had work- it was either always generated by more senior partners and given to them or it was easy for them to get work otherwise.
The problem I see is often, as a result, these partners are not able (or willing?) to generate their own business because they have always had business given to them. So their brand is practically non-existent and their marketing efforts, rusty at best. This may sound like a generalization and it is. This is based on my many years of experience working with law firms on branding. There are obviously exceptions everywhere.
Here are their top 3 Marketing Mistakes:
- They assume the business and work will always flow because it has always worked out for them in the past. Don’t get me wrong. I love optimism, however it has its limits. Because of this mentality these partners aren’t as open as they can be to seeing their branding and marketing needs differently. This hurts the entire firm.
- They don’t participate in marketing and branding work like others in the firm do. I see this regularly each time I go into a law firm to train the attorneys on branding and marketing. The room is filled with: a) 65 year old and above attorneys/partners and b) 27-35 year old attorneys/associates. They are all eager to learn because they know it matters. No where to be found are the mid-level partners ranging in age between 40 to 55 years old or so. This hurts the entire firm.
- They don’t choose to see marketing and business development activities creatively. I find when this level of partner does market their practice, it is in very traditional ways such as advertisements, taking a new firm website picture or speaking at a conference. Rarely do they stop and really focus on working on their own internal projection to possible clientele (i.e., their brand) nor how to collaborate with other attorneys. This hurts the entire firm.
The end result of all this is the following: one day within the next ten years, these very same lawyers are going to be the most senior attorneys at their firms as the older partners retire. As such, the older partner are no longer going to be around to feed them work. The younger lawyers will have already figured it out and have moved on without these partners. This hurts the entire firm because of the inequity of the situation.
What does this mean for you? If you are a mid-level lawyer and this description fits you, please consider:
- Choosing to see your marketing and branding efforts in a new light: What can you be doing differently to develop business?
- Working on yourself and your own brand instead of focusing on others.
- Hiring a consultant and/or coach to help you get up to speed. Most often in these situations, the timeline is accelerated and it will creep up on you before you know it.
Before you think I’m asking you to make a new year’s resolution that you won’t keep, think again and choose to see things differently. Yes, a new year is here. With it can come the drudgery of the past or an opportunity for you to develop a brand for yourself that will leave you happier and more successful. Each of us has a choice.
I personally don’t get the concept of a new year’s resolution. I believe I need to always be resolved to be better and think differently. Otherwise, my brand stagnates and, in a way, so does everything I touch. Besides, resolutions sound kind of scary to me. It feels like there’s no turning back — if I don’t keep my resolution or do it “good enough”, then I fail.
Deliberate brand creation is a marathon, not a new year’s sprint. That’s what I always tell all our clients and also why 99% of our clients are in some sort of maintenance program with me once we have developed their initial brand. The process is never “over”, your brand is never “done”. The good news is your brand just evolves and grows with time as you grow and change. That’s exciting! That takes time, effort, deliberate thought and deliberate action and of course, a plan.
So let’s look at it differently and have you develop your brand from a new perspective. Close your eyes and picture yourself on December 31, 2016. An entire year has come and gone.
How is it that you are remembered by the world on 12/31/16? As Ralph Waldo Emerson said, “To know even one life has breathed easier because you have lived, this is to have succeeded”. Barbara Stanny said in her fantastic book, Sacred Success, “All that matters is that your legacy reflects your purpose, makes you proud, brings you pleasure, and inspires or improves something or someone else”.
The memories others have of us are our brands. Think in terms of memories. It’s then easier to relate to branding as a concept.
To get started, ask yourself:
- What’s been my contribution in 2016? In answering this look at:
- Did I have a particular cause and/or purpose greater than myself for which I stood?
- How do people remember me emotionally? As Carnegie once said, we are all creatures of emotion, and not logic. Emotions go farther than any of us want to believe. Positive emotions leave us with positive memories.
- Did my contribution leave joy in the hearts of others ? Notice I did not mention leaving joy in the mind’s of others. The emotion of joy is captured in our hearts.
- Did I choose to see people’s differences only, or was I compassionate towards others and towards MYSELF choosing to see our similarities?
- How can my contribution continue to grow (and my brand develop) in the upcoming year?
Here’s to a 2016 filled with all the wonderful memories that leave you as the brand you want to be remembered by.
In Part I of this blog, we discussed the concept of signal versus noise and the questions to think about when you are seeking branding collaborative advice. Today, let’s look at what you can do to use noise to make sure your brand shines.
Growing up, I used to get frustrated when I was trying to communicate, what I felt was, a really important point. Someone would come along and interrupt me and start talking about a useless topic. I felt like I had to defend myself and my topic by getting louder and yelling. I was skinny and small and my front two teeth were missing for a couple of years (felt like an eternity). So who was going to take this little girl seriously? I felt brand-less!
As you probably guessed, my yelling never worked well. The person interrupting me (noise) drowned out my message and specialness (signal). Looking back, what I think I was missing was a way to really distinguish myself from the noise of the situation.
I see many professionals do the same things with their branding. They are trying to compete with the noise. What if instead, you chose to not compete with the noise? What if you instead stuck to your signal and message and really differentiated your brand?
How, you ask? Here’s what to avoid:
1. Talk about what you do for a living– while what you do for a living is important, it is not competitive, necessarily. In other words, everyone can tell us what a fantastic lawyer, dentist, (fill-in-the-blank professional) they are. Who cares? At the end of the day, we know you can get the job done. Don’t bore me with the “hows” until I ask. If you do, you just become part of the noise.
2. Thinking you’re not interesting as a person– most of us assume our boring lives are just that– boring. Why would others care about our stories of childhood, triumphs or failures? Don’t they want to hire us purely for our substantive know-how? I hear so many clients say this. Guess what? They all have personal stories that fascinate me. Let your audience be the judge as to how interesting you are as a person. Don’t fall for the trap. Don’t become part of the noise. Be the signal. Tell me about your personal stories.
3. Let your ego rule– Our ego plays games with us during our highs (“I’m so fantastic and smarter than others, I just beat out 3 other people for a high-paying job”) and our lows (“I am the worst lawyer, dentist, financial adviser, human in the world. I can’t seem to get prospects to become my fans and hire me. I stink”). Anytime you let your ego run away with your thoughts during your highs or your lows, your giving in to the noise and forgetting about your true signal. Your true signal is that you are a unique and fabulous human worthy of the best. You’re a top-notch brand. End of story.
If any part of this worked for you, please share this post with others and be a contribution to them!