Is Your Brand Image Damaging Your Credibility?

May 19, 2015 By 1 Comment

At an event I attended recently for my daughter, I was chatting with another parent who is an administrator at a prominent local hospital. Between discussing braces, soccer and upcoming summer plans, we actually got around to talking about non-kid topics. I asked how work was going and he mentioned that he was swamped because in addition to seeing patients, he also was in the process of trying to fill an open position on his staff. When I asked him how it was going, his answer verified something I know to be true… IMAGE MATTERS.

This man told me how they had searched and searched for a qualified candidate and he was excited, but also nervous about someone they found that might be great. The candidate had a really good resume and the appropriate experience, but the problem was “she looked pretty disheveled.” Even though he liked her, he was worried the rest of his staff would not go for it based on her appearance. He went on to tell me that he knew the candidate was a busy mom and as a dad he gets how hectic it can be, but this was a reflection of the candidate’s judgement about the way she presented herself for the interview.

Even though this dad was someone I knew through our kids, I am quite certain he didn’t know I am a brand strategist and image consultant. We were just having a friendly conversation while we waited for our kids. So it wasn’t a case of him trying to come up with some common ground or something I’d be interested in hearing about. It was just the first thing that popped into his mind when I asked him about work.

The point is, people notice your appearance and how you present yourself absolutely effects their impression of you. The example I just shared is a real life situation where someone might lose out on a great opportunity solely because of their personal image. Do you think she will ever know that’s why she didn’t get the job? I doubt it and that’s why I’m revisiting the importance of image with you today. I want to remind you that people are watching, your image matters and it should be a priority when thinking about your personal brand.

Before we go any further, I want to say I AM that busy mom, no I’m not applying for a job in health care, but I am the mom who goes to the gym at 5am and then stops at grocery store afterwards to pick up milk for breakfast in my yoga pants. I do not look perfect all the time as many of you know first-hand. So I want to be clear that I am not implying you try to look perfect 24/7. However, if you are showing up as the ambassador of your brand, you would be very wise to put some thought and effort into your brand image.

I will never forget the first time I [Read more…]

Filed Under: Bold Branding, Image Management, Importance of Image, Personal Branding, Uncategorized Tagged With: , , , , , ,

How to Lose a $40,000 Deal in 10 Seconds.

August 7, 2014 By Leave a Comment

How awesome would it be to have a client walk in your door ready to lay out $40,000 for your product or service?Now imagine how bad it would feel to lose that same client within seconds. That’s exactly what happened to several car salesmen last weekend.

Our family is in the market for a new car. We’ve had the same mini-van for the past 9 years. Even though I’m a little nostalgic about getting rid of the car we brought our babies home in, I’m pretty psyched to be getting something that doesn’t have gummy bears lodged in the seats.

For me, part of the fun of getting a new car is doing the research. I love watching the sleek marketing videos, imaging what it would be like to zip down the road in one of those shiny new rides.  My kids are a little bit older now, so maybe we can get away with something besides a mini-van. Maybe…

Whatever we end up with, I want to be wowed. If it’s a mini-van, I want it to be decked-out so I don’t feel so much like Mommy-from-the-Block. Don’t get me wrong, I love being a mom. I just wish there was a way to look slightly more cool driving back and forth to soccer practice.

I also want to be wowed by the actual experience of buying the car. It’s not something you do everyday, so I want it to feel special. With our short list in hand, we went off to do some test driving.

It would be an understatement to say we are motivated buyers at this point. We’ve probably waited a good 6 months longer than we should have to get this project going. The old girl has served us well, but her time has come. I am ready and excited for an upgrade.

As we head out the door, [Read more…]

Filed Under: Image Management, Importance of Image, Increasing profits, Life Lessons, Success Strategies, Uncategorized Tagged With: , , , ,

Is Your Brand a Firecracker or a Dud?

July 3, 2013 By Leave a Comment

Happy 4th of July! I’m sure many of you are heading off tonight to watch a fireworks display. I love fireworks. It always reminds me of being home in Wisconsin with my family. We would watch from the roof of our car and try to guess what would come next, a giant plume or a quirky swirl.  We were always delighted and amazed, unless of course, it was a dud.

The dreaded dud was a huge let down. You would watch the sky waiting for the next big thrill, only to be accosted by a deafening boom. Not only was it disappointing, it also scared the bejeebees out of me as a kid. It took a while before I could watch the rest of the show because I was worried the same thing would happen again. My fireworks trust was eroded.

Not a huge deal on the 4th of July, in fact, it’s bound to happen at some point. However, being a dud with your brand is a big deal. The last thing you want to do is disappoint your audience! And you certainly don’t want to do anything to cause them to lose trust in you. Of course, no one is perfect and mistakes are a natural part of any endeavor, but your brand show better have more thrills than spills if you want to be successful.

Here are a few tips to light up the sky with your brand: [Read more…]

Filed Under: Authentic Branding, Bold Branding, Brand Building, Image Management, Uncategorized

“Does Your Brand Feel Pretty?”

December 5, 2012 By Leave a Comment

Don’t you just love those days when you wake up in the morning and look in the mirror to see your skin has cleared up? Or when you spin around to  notice the past ten weeks of spinning class have finally firmed up your back side? And the best one, your prayer to the hair gods have finally been answered and you are having one of those rare perfect hair days? Doesn’t it just make you feel great? I can just see you now doing a happy dance in your pj’s.

Now let me ask you another question. What do you see when you look in the brand mirror? Does what you see make you feel like grinning from ear to ear, or does it make you feel like you wished you had just pulled the covers over your head and gone back to sleep? If so, ask yourself why are you living with a less than stellar brand image? [Read more…]

Filed Under: Image Management, Importance of Image, Uncategorized Tagged With: , ,

Is your Brand a Brown Box or a Thoughtful Gift?

April 10, 2012 By Leave a Comment

Content is king, right? That’s what we are told over and over again. While I believe you need to have quality services and products to offer your clients, I don’t believe great content is a panacea for drawing in and converting eager clients. Substantive content is vital to building a valuable and trustworthy brand, however, it isn’t necessarily what is going to grab the attention of your audience.  What you need to go along with your relevant content is enticing packaging.

There, I’ve said it. You can all start throwing your tomatoes now. I know for many people the idea of glorifying packaging is exactly what they dislike about marketing. They feel it devalues the core of the message or product they are creating and selling. As consumers we sometimes [Read more…]

Filed Under: Bold Branding, Brand Building, Careful Packaging, Image Management, Importance of Image Tagged With: , , , , , ,

Brand my Style

June 18, 2011 By Leave a Comment

If you've ever struggled with what to wear, you are not alone.  Many people go into their closets, see their inventory of choices and just don't know what to put on.  They are unsure.  It's not always because they are unskilled at putting ensembles together, it often has more to do with how they are feeling.  "What do I want to wear today?"  "I don't feel like getting dressed up."  "It's not worth the effort." "I want to feel comfortable."  "I want something to make me feel happy?"  "Does this make me look pretty?"

While using your daily emotional barometer as a tool for choosing how to dress isn't necessarily as bad thing, I would suggest it is not the most effective way of creating a powerful impact with your appearance.  A better way to approach the decision of what to wear on a daily basis is to think of your brand and your projected goals.  Ask yourself "How do I want to be seen?" "What impression do I want to make on my customers?"  "What do I stand for?"  "What are my career goals?"  "What kind of people do I want to attract into my life?"  

When you start to think about these bigger questions it shifts how you make your daily decisions.  If you, for example, say your brand is sophisticated and modern and you want people to see you as a leader and a forward thinker, you will be less inclined to reach for faded jeans the next time you get dressed to meet a colleague for coffee.  Or perhaps your goal is to become known as the go-to person for financial planning in your community.  Next time you reach for something in your closet, ask yourself "Would you trust your finances to this person?"  If you are dishevelled or dressed too casually you may be repelling the very people you are trying to attract.

It may feel like what I'm suggesting is over thinking, however, it actual simplifies the process of choosing what to wear.  Instead of following the roller coaster of emotions we all go through, you can ask yourself one simple question.  "Does this reflect my brand and serve my goals?"   The trick, of course, is knowing what your brand is and where you want to go.  When you do, everything else becomes more simple, including getting dressed every morning.

Filed Under: Image Management Tagged With: , ,

MIrror, Mirror on the Wall

May 15, 2011 By Leave a Comment

"Nobody thinks that they dress unattractively, yet when you look around, it is clear that some people do."–Elizabeth Gordon, author of The Chic Entrepreneur

From the clothes you wear, to the brochure you send out, to the website you create, you are projecting an image whether you are aware of it or not.  In order to "wow" your audience, your brand and image need to be stellar.  Here are a few tips to increase your chances of success.

1.  Know yourself.  What is it you are TRYING to say?  What message do you WANT people to get from you?  What is the goal of your marketing?  What kind of person do you want your clothing to reflect?  Knowing the answers to these questions is a good first step.

2.  Educate yourself.  We cannot be experts on everything, but thankfully we don't have to be.  There are thousands of books written every year on just about anything you'd like to learn.  Do you want to know how build a business wardrobe, master social media, be a better entrepreneur?  There's a book for that.  A couple of my current favorites are: Brenda's Wardrobe Companion by Brenda Kinsel and The Chic Entrepreneur by Elizabeth Gordon.

3.  Ask for feedback. Simple, right?  Yes, ask. Ask your friends, your colleagues and your advisers for their feedback.  Is your cousin a hair dresser?  Ask her opinion on your current style.  Is your neighbor a web designer?  Ask for feedback and tips on your website.  People usually love to help, just be sure you return the favor in your area of expertise.

4.  Get the help of a professional.  When you are ready to get serious about moving forward, nothing beats the help of professional guidance.  You can read a book on social media, but how much more helpful would it be to have an in-person tutorial on setting up your Facebook fan page?  You can read a book about fashion, but if you really want to shine wouldn't it be more helpful to get a custom analysis of your figure and coloring? 

Wherever you are in the process of building a strong brand, do not leave your image up to chance.  You are judged from the minute you step out the door or log on to the web.  When you are clear, consistent and conscious of your choices your fans will applaud your efforts.

Filed Under: Image Management Tagged With: , ,