YOU- The Brand

I recently came across an article in Fast Company from August 1997 on branding. It had a huge impact on me when I read it three years ago, and even as I glanced over it again today, the article resonates with the services I provide entrepreneurs and small business owners.

Here is a link to the Fast Company article, The Brand Called You.

Whether you are an entrepreneur, small business owner, or work for a large corporation, you are your own brand. There is no real "company man" these days; those workers who join a company out of college, spend their entire career working for same company, then retiring at age 65 with a full benefits package and the gratitude of the corporation. Doesn't exist.

These days, you have to market yourself and your skills no matter what you do or where you work. You have to make yourself stand out and provide value to your employer and clients. You have to brand yourself- You, Inc.

The first step to branding yourself is to ask, "What makes my product or service different from the rest?"

Take the time to really think about what makes you stand out. Is it your personality? Your experience? Your passion? Your history? Whatever it is, it must not only make you light up, but must inspire and arouse potential clients.

When branding yourself or your business, everything you do reflects and relays the message of your brand. How you answer your phone, how you respond to emails, how you conduct meetings, how you dress, every method of contact with potential clients communicates the value and character of the brand.

Take time today to evaluate the brand called YOU and see how you are being perceived. In a world where everything we wear, drink, eat, drive, own and want is a brand, how can you strengthen your brand and gain the attention you deserve?

Building a Buzz on Twitter

I'm often asked by small business owners and entrepreneurs if they should be using Twitter for their business. They seldom like my answer, mainly because I respond with a series of questions.

"What is your goal for using social media?"
"Who are you trying to reach?"
"How much time are you willing to spend each day on social media?"
"Do you want to use Twitter, or feel like you 'should' use Twitter?"
"Are you willing to get out of your comfort zone and make a commitment?"

There is no doubt Twitter is a great tool for some businesses. A recent study by Chadwick Martin Bailey and Imoderate Technologies found 67 percent of Twitter followers are more likely to buy at least one brand since becoming a follower and 79 percent of followers are more likely to recommend at least one brand since becoming a follower.

The study also found Twitter followers want to be "Brand Insiders." They have shown their loyalty and willingness to spread the word about your business, so it makes sense they want to be rewarded for their support.

Here are some tips for using Twitter to create a buzz for your business.

1. Offer inside scoops, special, discounts, coupons and other incentives exclusively to you followers
2. Ask for help or ideas
3. Solicit ideas
4. Publish solutions, useful tips and fun facts
5. Comment and retweet to recognize and acknowledge followers
6. Answer tweets, but resist the urge to sell
7. Participate in conversations
8. Thank people for following
9. Join Twitter chats to be seen as a leader in your field and learn from other experts

Incorporating just a few of these tips will greatly increase the amount of buzz generated about your business. Just remember to be consistent and have patience. Most of all, be yourself and have fun.

Teamwork can move mountains (and move your business over mountains)

I'm from a really small town where the must-attend events of the year are the county fair and Christmas parade, which is why word spread fast of a super generator being hauled through town last Sunday.

The generator is 365-feet long, 22.2 feet wide and weighs 795,000 pounds. It takes up the entire two-lane road it must travel from its beginning point in east Knoxville to St. Paul, Virginia, not an easy route considering they have to cross over Clinch Mountain.

Again, two paragraphs into my blog post, you are asking, "Kristina, what the heck does this have to do with my business?"

Okay, here we go. Moving this massive piece of machinery from point A to point B takes a lot of planning, research, public outreach, community support and teamwork.

Each member of the move team has a job. If one person doesn't perform, this multi-million dollar generator could run off the road or injure someone.

Imagine the lead driver trying to maneuver the 56 axles without help. (I have no idea what that means, but I know he can't do it alone). Imagine not clearly communicating with the utility companies that have to raise the power lines and light signals.

So, there. That's it. No one works in a bubble. Even as solo entrepreneurs, we need to ask for help, offer support, build a team of people who can hold us accountable and inspire us to be our best, communicate clearly our needs, wants, services and solutions.

Imagine this generator is your business. Who do you need to join you in moving your business from point A (where you are now) to point B (where you want to be)?

Now, go. Move the impossible. With the right team, nothing can stop you, not even mountains.

Integrity- in or out?

I have had a difficult time this week getting excited about work. I look at my to-do list, and there are a few things on there I just dread. Not surprisingly, those items have been on my list for several weeks.

I realized it was time to come clean. There are several things that I must do to move forward. I realized I am out of integrity with several people and tasks. This is the week I clear the slate.

It's not only to-do items. It is time to let go of a few clients- clients I no longer want to work with on projects that are draining my time and energy. This is a difficult decision, but so necessary. I am not giving them what they need or deserve and not being of service to them or myself. Being a "yes" person, I am not looking forward to the conversation explaining why I have let go. I guess this is an opportunity to learn and grow.

My long list of "out-of-integrity" items includes things like home repairs, spring cleaning that desperately needs to be done, writing long overdue thank-you notes and returning items to their rightful owners. I'm also going to take the time to tell people how special they are and what they mean to me. I think too often we overlook the power of just saying "thanks" and "your amazing" to those close to us. We assume they know it. It doesn't hurt to tell them every once in a while.

While I am not looking forward to the hard work it will take to mark off all the items on my list, I am looking forward to a lighter load on my conscience. I hope it frees up some of the energy I need to keep pushing my business forward.

How about you? What can you do this week to free some of your lost energy?