5 Sure-Fire Ways to Break the Promise of Your Brand

April 10, 2006 by Liz

Brand YOU Common Sense

All of this Brand YOU conversation really does come down to common sense. In order to make a strong place for yourself in the world of business, you need to know yourself. You need to capitalize on your strengths and shore up your weaknesses, to find ways to let people know how you add value, and to think deeply so that you can speak to the unique assets that you bring to everything that you do.

Being able to do those things puts you ahead of most folks–if you keep the ideas in perspective–because most follks don’t quite understand the concept of brand versus product or store. Keep in mind your brand is a promise you make. Not everyone will take you up on it. Some will look for you to break that promise. One day, in some way, you probably will.

5 Ways to Break the Promise of Your Brand

Here are 5 sure-fire ways to break the promise of your personal brand.

1. Build a brand on what you wish you were instead of what you are. You’ve taken time to build a brand. You’ve gathered the attributes and strengths that you want people to see as yours. But they’re really just pipe dreams–wishes instead of realities. Your promise was made on false pretenses. People recognize soon enough when you’ve oversold yourself. They see it in what you can’t do. You not only lose your brand. You lose any credibility you might have had. It’s exponentially higher, if not impossible, to win back trust, than it is to earn trust you never had.

2. Crack under pressure. Sail along smoothly as a calm and charismatic leader until the chips get down, then lose it all and fall apart. It doesn’t matter whether you whine and shake, or yell and stammer. Lose your humanity, your leadership skills, your sense of humor and your brand is lost right with them. You broke your promise when it counts.

3. Change with the weather. A brand is a promise that you’ll always be there–you, the you that folks have come to know. Your coworkers and business relations don’t want to get to know you every time they meet you. They want a brand they can believe in. Consistency is a cornerstone of any brand. If you’re not consistent you don’t have a brand. Folks don’t make promises with the wind.

4. You don’t believe you. You know what you want to be, and in your heart you want to be it. You just don’t believe you ever will. If you don’t believe you, why in the world would I? It’s not good business to bet on a promise that starts with I’m not so sure, but I want to try.

5. You think Brand YOU is an entitlement. Whoa! Slow down cowboy. This isn’t a rodeo, and you don’t have the silver buckle yet. You see Brand YOU isn’t really about you at all. It’s about the customer, and the customer is every person who is NOT you–the folks you work with and those you serve. Brand YOU is merely a way of communicating to them what you stand for in shorthand so that you can get on to the relationship of working together with some common knowledge of each other as already established ground. The promise should be that you’re there for THEM.

Just like any broken promise, no personal brand at all is better than a broken personal brand.

Turning Brand YOU Upside-Down

Now that you’ve identified your personal brand and you know what it’s there for. It’s time to turn it upside-down. It’s time to add the most crucial part of it. ME–Well, me the customer. The customer is the reason you made a brand in the first place. The customer is the one who lets you know what your brand really is.

Now Brand YOU becomes Brand YOU & ME. Two is a lot more fun. Just wait I’ll show you why and how.

–ME “Liz” Strauss

Critical Skill 3: Fluency: with Ideas

April 9, 2006 by Liz

Stop Not Having Ideas

The first part of fluency with ideas is having them–LOTS of them. There she goes again. What is she talking about? She might have lots. Right now I’d be happy with one.

The trick is get to learn how to stop not having lots of ideas.

That’s not a typo. You can stop not having ideas.

Open the Valve

Ideas are being stimulated constantly in your subconscious so often and at such a rate that, if you let them all in, you wouldn’t be able to pay attention to anything else. You would literally be aware of stimuli that you have no need for, such as the feel of your shoes on your feet or the chair that you’re sitting on. That’s why we come equipped–at no extra charge–with a filtering unit, a valve-like screening device at the base of our brains–the Reticular Activating System (RAS). The RAS allows us to filter out most of that unwanted stimuli. It serves as a closed door allowing only life-skill information into our consciouness. Unfortunately with the door closed we don’t have access to some great ideas.

The good news is that the RAS can be trained. Firemen can make it let through the sound of the fire alarm. You can can use it to access things you forget that are still in your brain– great ideas when you put them together again. Ron Daugherty offers some ways to expand and explore your ability to open the RAS in his article, Understanding the Mind: 5 Keys to a Writer’s Creativity.

With Access Comes Fluency

With a little practice you’ll be able to access more and more ideas. Seriously, believe that they’ll come. Relax and make room for them, and they will. Getting them is just the first step toward fluency with ideas. To follow a language metaphor, the ideas are just your vocabulary. Now you have to be able to use them–pull ideas to match three basic scenarios. Here are ways you can practice to build up your fluency.

Brainstorming wild lists. When you have a few minutes waiting in traffic, pick an everyday object such as a plate. See whether you can come up with 25 things you might do with that object, silly or otherwise. As blogger, you should be pretty good at this. After all bloggers know a thing or two about making lists. Don’t edit. Be as wild and creative as you can. When you reach 25, try for another 10.
Freewriting. When you’ve got a few minutes and some paper and pencil, write without stopping about a simple pleasure, such as drinking coffee or running. Explain all of the impacts and outcomes it’s had on your life. Try to write 15 minutes without stopping.
Problem solving. The next time you or your child has a problem don’t begin to address it until you’ve identified at least five solutions. Not every solution needs to be doable or practical, but all of them need to fix some aspect of the problem, using facts that you know. Allow for an outrageous solution or two. Outrageous solutions often lead to extremely solid ones, once the outrageous solutions have been talked about. Think through what the impact of trying every solution would be and name all of the possible outcomes that could occur if you tried each one.

If you want to be truly future skilled, you’ll do each of these things verbally and in writing too.

Reading, Writing, Listening and Speaking the Language of Ideas

The more you practice with your vocabulary of ideas. The more fluent in the language of ideas you will be. That means you’ll not only be good at speaking and writing your own ideas. You’ll also be good listening and reading other folks’ ideas too. You’ll get really quick at telling a great idea from a loser when someone else offers one.

Imagine the time and money a business might save when they know you can tell a solid idea from pipe dream that just sounds really good. AND that you can explain in writing how you know. Now there’s a concept on which you could promote your business and yourself. That would be an added value idea plus.

–ME “Liz” Strauss

The Headline’s NOT the Story

April 9, 2006 by Liz

Newspapers Need to Change Metrics

For years, publishers have relied — often to their detriment — upon the metric of paid circulation. But circulation for the core product has been on a long, steady decline, causing some to suggest that print is on its way out.

The industry has touted the notion of readership — a metric that takes into account how many people read the paper whether they buy it or not — for years, but has often taken halfhearted steps toward giving it true legitimacy.

Then there’s the confounding, if promising, online angle. If you count Web traffic, newspapers are actually more popular than ever.
Jennifer Saba, associate editor, Editor and Publisher, Dispelling the Myth of Readership Decline

Surveys Say Move Online–Really?

I came across For Future Readers, Papers Should Look Online earlier this week. It was written by staff writer, Sara Kehaulani Goo, in the Washington Post. I read it and set it aside as not much, but it nagged at me. At first, I was puzzled. Why was the Washington Post writing about this? They were ahead of most at knowing where the readers are. This couldn’t be news to them or their readers. The piece itself didn’t offer much depth. It almost seemed to be filler.

The point of the article was that two surveys–one by the Newspaper Association of America and a second by marketing firm, Scarborough Research–point to the fact that 18-24 year-olds want news, but not newsprint. The point was supported by data and some compelling quotes. I’m guessing this one quote will be all over the Internet.

“People who are not necessarily engaged with the print product are increasingly using the newspaper Web site for news and information in their local market,” said Randy Bennett, senior vice president of audience and business development at the newspaper association. “Blogs, video and other multimedia content beyond what appears in the newspaper are all having an impact on usage of newspaper Web sites.”

Done But Not Over

This morning I decided to use the Washington Post article to inform an article I was writing on my personal business blog, Lizstrauss.com that came to be called WashingtonPost Now to Editor and Publisher Then. While I was doing further research, I found a more serious analysis of the newspaper readership issue written up last November by Jennifer Saba, associate editor of Editor and Publisher. Ms. Saba’s four page article not only cited and quoted the same sources, but laid out the challenges and the potential of what lies ahead for print newspapers. I finished my writing a short while ago, yet the Washington Post article was still in my head–puzzling me. I was done with what I had set out to do, but it seemed my job was not over yet.

The REAL Story

I went back to the Washingtonpost.com article one more time to figure out what it was that was bothering me. Then I found it. It was a quote. This quote I suspect everyone will overlook. It’s the only new information in the article. It says volumes about how the MSM looks at the Internet. This quote is the real story. How I wish Ms. Kehaulani Goo had started her article here.

“But if you continue to grow 30 percent or more a year, within five years, for example, online classified revenue will equal what you’ll get from your print model,” [John] Morton [newspaper analyst] said. “My concern is how newspaper managers treat this online profit. If they treat it as ‘found’ money and don’t use it to shore up the economic model of the declining newsprint model, it’s going to spell bad news for newsrooms.”

Do You Hear It?

Mr. Morton is worried that the newpaper managers won’t take the online readership and profits seriously. He understands that they need it to make the economics of a 21st-century newspaper work. Why wouldn’t managers see the way he does? Do they know something he doesn’t? Do they have their heads in the sand? Perhaps they are preparing to teach citizen readers too.

God bless the mainstream media! They are so generous.

And here I thought I was the nice one.

–ME “Liz” Strauss

Cool Designs April 2006

April 8, 2006 by Liz

Successful Blogs Look Successful

Spring is time we think of spring cleaning. I’ve been thinking it was time to show off some of the folks who add to the wonder and beauty of the blogosphere. So here’s the first in a showcase of great blog designs. As I said last December, successful bloggers are constantly trading ideas and talking about things. Design is always a topic folks like to discuss.

As always, click the screenshots to get a closer look.

You’ll never convince me that no one’s listening when Yas, CFrederick, Lindsay, Bocker, and Karsten talk. They bring together ideas, information, and design as news. They’re always thinking and creating.

Veerle’s blog was sent to me as a recommendation by two people. She not only knows her stuff. She knows how to make it look easy and fun.

Brother Jones is the blog of Brother Jones Artworks. This page features the art of illustrator, Dennis. Visit the site to see Don and Doug, and the Brother Jones Band too.

Tom Coates, who works for Yahoo, masterminds this intelligent, playful blog. The minimalist design pulls my eyes right into it. I love the best use of highlights I’ve seen on the Internet. AND he’s more fun to read than those serious Google guys.

Design Melt Down is the Studio/Working Blog of Patrick McNeil. It has pages of information and tutorials for folks to browse and learn from, as well as outstanding design.

It’s a magazine. It’s a blog. It’s a walk through an art museum in your living room that feels like a tour through a toy store. Pingmag is like no other blog and uses design to let you know.

Blogs are getting further and further from the look of the printed page. Take your time. Get ideas for your own blog. Now’s the time to spruce up, clean up, paint, polish, and promote your blog again. Give your brand new curb appeal. Take a lead from the pros.

If you don’t love what you see here, I plan on doing another feature like this, so e-mail me a link to where I might find some other great design at lizsun2@gmail.com.

–ME “Liz” Strauss

Related articles
More Blog Designs to Discuss

Thanks to Week 24 SOBs

April 7, 2006 by Liz

Successful and Outstanding Bloggers

Let me introduce the bloggers
who have earned this official badge of achievement,

and the right to call themselves
Successful Blog SOBs.

I invite them to take a badge home to display on their blogs.

They take the conversation to their readers,
contribute great ideas, challenge us, make us better, and make our businesses stronger.

I thank all of our SOBs for thinking what we say is worth passing on.
Good conversation shared can only improve the blogging community.

Should anyone question this SOB button’s validity, send him or her to me. Thie award carries a “Liz said so” guarantee, is endorsed by Kings of the Hemispheres, Martin and Michael, and is backed by my brothers, Angelo and Pasquale.

Want to become an SOB?

If you’re an SO-Wanna-B, you can see the whole list of SOBs and learn how to be one by visiting the SOB Hall of Fame– A-Z Directory . Click the link or visit the What IS an SOB?! page in the sidebar.

–ME “Liz” Strauss

Perfect for Friday Productivity Checklist

April 7, 2006 by Liz

Productivity. Everyone wants it, thinks they have some of it, and loses it faster than they realize. Here are some things you might check and do on a Friday afternoon to feeling better about starting the week again on Monday morning.

Perfect for Friday Productivity Checklist

2. Use that half-hour to organize everything on your desk. Put things away. Lay out things that still need attending to. Mark what needs to be done. Make a to-do list, if that’s your way.

3. Make a plan for next week–at the least, decide what you will tackle first on Monday and what your three most important goals will be.

4. Do an office check. Are the things you use most closest to where you use them? If not, move them, so that they will be. Are the files you access most on your computer only one click away? If not, move them so that they will be.

5. Order the Monday tasks by putting what you can get done fastest first. Do this for two reasons. It will start your week with a quick sense of accomplishment, and you’ll be able to pass on what you finished–that means that when you move on to task two, someone else can be starting on what was your task one.

Then consider the week closed, leave the office at work, give your brain a break, and have a weekend. What a great way to promote yourself and your brand to anyone who walks by on their way home for the weekend. It says a lot for your personal brand–almost everyone wishes their office looked like it could be in a magazine . . .

Whether you work in a building away from home or in your bedroom, it’s boost to your Monday to walk back into a space that’s ready to work in.

What do you think when you see an office that looks well taken care of?

–ME “Liz” Strauss