Let’s face it, story is all around us. Since the cavemen shared stories around the campfire to reading the news on our cell screens, it’s been at the heart of every transaction. It defines who we are, and it’s the way we connect with each other. It can be absolutely profoundly powerful – and transporting – because it takes us to another place. Remember when you last pleaded, in that little voice, ‘tell me another story, please?”
Telling your personal brand story in the most fascinating way is going to make your brand stand out in this marketplace. What’s more, it’ll captivate and transform your world, your audience or your consumers.
Just take a look at what’s happening across the social media platforms. What exactly are 500 million people doing on Facebook? Well, mostly they’re sharing their stories in words and pictures. They’re craving that emotional and powerful hit that comes through telling a story. It’s the ultimate form of creative expression which is an innate desire, and characteristic of humans, by the way. So if you’re haven’t been crafting your own killer personal brand story, now is a good time to start.
Technology is making sharing stories more fun and more frictionless. Social innovator Rachel Botsman and co-author of the influential book What’s Mine is Yours: The Rise of Collaborative Consumption, talked at TEDx SYDNEY about the new ‘trust mechanics’ online, and explored how technology is actually enabling trust between strangers in the new peer-to-peer social revolution. (You can hear her talk at TEDx Sydney, Australia May 2101: A Case for Collaborative Consumption http://bit.ly/dXkhYA)
So how do you start shaping your brand story so it has a distinctive and emotional resonance, shows you to be a real and trustworthy human being, and hits home with your audience? Here’s the secret: You start digging deep:
Identify the defining moments in your life
Look at the trajectory of your life and/or career and identify which are the defining moments for you. Why do they stand out? What happened exactly, and why are they so significant to you? Let your memory take you right back there and probe a little more. The idea here is to pick one of your defining moments and then weave it right into the fabric of your brand story.
Here’s one of my favorites. It’s a brilliant brand story: Jeff Nussbaum is a partner at one of the country’s most prominent strategic speechwriting firms, West Wing Writers, based in Washington, D.C. If you go to the About page on their site www.westwingwriters.com. and click on Jeff Nussbaum, you’ll see how Jeff has shaped his story by capturing one defining (and traumatic) moment in his life:
Jeff Nussbaum | Partner
The first speech Jeff Nussbaum wrote was to defend himself against suspension from high school. It was unsuccessful. Since that time, Jeff has written speeches, op-eds, and promotional materials for heads of state, corporate executives, foundations, professional athletes, actors, and trade associations.
Get the idea? I can only assume Jeff’s defining moment was quite a dramatic experience. But see how he has turned it around, and crafted a highly idiosyncratic, captivating and moving personal story?
FYI: Storytelling is critical to your personal brand and business for a couple of reasons:
• An authentic personal brand story makes you totally memorable (in the best way possible)
• It differentiates you as desirable (what could be better?)
It brings your brand to life (nothing worse than a bland brand so this is all good news)
• It gives you a distinct competitive advantage (FYI not many people out there can tell a good brand story)
• Your audience becomes hugely responsive (absolutely)
• It lands an unforgettable spot in the psyche of your audience (what more can I say?)
Warning: Our brains are constantly on alert, scanning the horizon for insincere messages. Just write your story with absolute sincerity. Consumers out there are savvy. They can smell a fake story a mile away. Be exactly who you say you are. Then, watch heads turn!
So have you identified one of your most remarkable defining moments yet?
This was published on January 30th, 2011 at 5:30 am on Dan Schawbel’s award-winning Personal Branding Blog by weekly contributor Mary van de Wiel.
Cartwheels are one of the basic moves in gymnastics. Practicing cartwheels tends to strengthen your upper body and helps you learn other tricks like handsprings. Firstly, you need to kick your legs into the air while pushing on the floor. If you are less confident, then use grass and a slight slope. – www.wikihow.com
I find there’s something exuberant about watching anyone doing cartwheels. It makes you stop, pay attention, gasp. After all, no one likes to see anyone tumble. Ditto brands.
I’m about to reveal a personal story with readers about my brand doing cartwheels. I am pulling the curtain, so to speak, on Zing Your Brand & Co., and allowing you to get a peek behind the scenes. This is, of course, in the hope it might inspire and/or propel you into the exhilarating World of Brand Cartwheeling.
In a nutshell, this is about rethinking your brand through a visual lens, and doing a complete overhaul. Or, as my New Zealander-designer-friend-who-lives-in-Australia calls it, a giggly-up.
In full disclosure, I’ve been playing with my brand lately. I’ve been longing for a different kind of visual energy – a more advanced creative metaphor, so to speak, for my brand. And, because I’m a visual storyteller, I expected I could make this happen in a flash. It didn’t quite work out that way.
What’s more, I’ve always believed in the power of symbols but this journey was taking me longer than I thought. I turned to my New Zealander friend, a brilliant visual thinker and, in fact, my design soul mate for over 16 years. (FYI He’s based in Sydney. He no longer takes on new clients, and asked me specifically not to give out his contact details. You bet, I’m sorry.)
Here’s what I’ve discovered in the process of doing cartwheels with my brand, and hope it will dare and inspire you to do the same. Ready?
1) Exuberance: Every brand can benefit from a dose of exuberance. Even though Zing Your Brand & Co. always carried a certain kind of energy, I wanted a bigger dose of exuberance – a bigger bolt of energy. More drama. (After all, I was a drama major.)
So this was my design brief for a new visual symbol: I told my Kiwi friend-designer how often I ask clients these two questions: When is the last time you checked the pulse of your brand? Is your brand showing vital signs?
He responded with this exquisite red object. He calls it ‘this round blob.’ Its original intent was one of questioning, and it was showcased recently, for the first time, as part of my Dead Brand Walking presentation in Las Vegas. So this symbol basically emerged as a question-motif for a keynote presentation. Lesson: Dare to be exuberant.
2) Agility: Every brand can benefit from agility and nimbleness. ‘This round blob’ resonated with me. It called me, and I knew intuitively that instead of just being a symbol for Dead Brand Walking, I was going to transform into a bigger metaphor for ‘zing-potentiality.’ Four weeks ago, I moved quickly and incorporated it across my site www.zingyourbrand.com. FYI The symbol is now currently in the process of being trademarked as part of the company. Lesson: Move quickly.
3) Living Outloud: If it feels good, it’s good for you and your brand. This visual metaphor speaks to people. Since this red symbol showed up on my site, business cards, the lot – there’s been a remarkable response. One person liked it so much they thought they’d like to adopt it for their own business! Another wants to see this on a t-shirt so she can wear it all over town. You see, a visual symbol speaks to people, in different voices and in different ways – that’s living outloud. It’s what puts a twinkle in the eye, and a spring in the step! Lesson: Dare to live outloud!
On a final note, I salute my Boston-based friends and colleagues, Nick and Nikki Smith-Morgan, who dared me to do some serious cartwheels! www.PublicWords.com
This article was first published online on Dan Schawbel’s PersonalBrandingBlog.com on April 10, 2011
Mary van de Wiel is best known for her global expertise when it comes to coaxing out the real power in brands to dramatically increase sales. Van is founder and Creative Director of ZingYourBrand.com. She is the author of soon-to-be-published Dead Brand Walking: A Brand Therapist’s Viewpoint. Follow her on Twitter.
There’s something I like about speaking to graduating students. It’s thrilling but there’s always the same poignant and pressing question in the Q&A session: “With so much competition out there, how do I make myself stand out and land that job?”
My best answer? It’s about Wow Power. Go out and be the best visual storyteller of your brand. Bring your brand to life (or, larger than life) and interviewers will sit up and pay attention. Here’s five strategies (some visual, some playful) that have the potential to knock the socks off anyone sitting opposite you in the interviewer seat.
FYI The first two address serious mindset issues. Learn to manage these upfront, and your job hunt just got easier.
1. Grip I can’t help notice the somewhat crestfallen looks on some students’ faces in sessions. I’m whipping up massive doses of inspiration, ideas and courage, and I look around, and see despair. Sound familiar Y/N? It’s time to get a grip. Learn to be resilient. (Proceed to #2.)
2. Resilience There’s power in learning resilience. If you’re resilient, you’re going to approach job hunting totally differently from someone who is feeling helpless, passive, or as I’ve seen too often, subliminally already expecting failure.
Where do you stand?
Imagine a continuum: At one end, helplessness and a paralyzing fear of the future; and at the opposite end, there’s the desire to rise to the top and succeed. Where do you stand?
If you’re slanting towards being optimistic, you’re certainly not going to give up. You’re going to get into the habit of interpreting setbacks as temporary. You know you can handle it, move forward and succeed. This is learning to think like an optimist. Embrace it. It’ll help you deal with the unexpected. If you’re veering in the opposite end of the continuum, then this is a clue you might need additional help.
3. Splash Create your own highly-personalized and visual splash page on www.about.me. It’s free. It doesn’t take long to set up, but treat it seriously. This is a public page where you can park your own brand for visitors to get a sense of who you are, and what you’re looking for. It’s perfect for visual storytelling. (Browse around the site first and check out other members’s pages.) Write up your resume. Add your photo and social media links. Before the interview, instead of sending an attachment of your resume, include your personalized about.me link in your email. FYI Is your resume on LinkedIn? It’s the first place recruiters go to search for candidates.
5. Mini Billboard Even if you’ve never had a job before, or you’re out there looking, think about the power of handing out a business card. If you do it right, it’s an irresistible piece of visual storytelling. You’ll stand out. Of course, it has to reflect you and your brand. Want to add a title for fun? Make one up. Take, Director of Possibilities, for example. It’s provocative but in three words, you’re telling me you’re going to solve my problems. Use the back. Treat your business card as your own mini billboard. Heads will turn. You might need a designer to help you. I did. It’s worth it.
FYI There are free printing options galore but if you want the name of a terrific printer, you can get 500 two-sided cards printed in NYC for just over $100. There’s no excuse for cheap cards that don’t have a punch. I highly recommend Variable Graphics in NYC. Kenny Raskin is your man. http://variablegraphics.com. (I don’t usually include recommendations but cheap, ugly cards are not a good idea. Believe me.)
4. Flip If you haven’t bought a Flip Video yet, this could be a deal maker for you. (Job maker?) This snappy video fits in the palm of your hand, comes in kooky bright colors and couldn’t be easier to use. Prices range ($129.99-$199.99) Check out J&R www.jr.com or the official Flip Store www.jr.com. Walmart, other places, too.
What’s the idea? Get a friend to shoot you for 90 seconds to two minutes talking about your expertise. Or, the kind of job you’re looking for, and why you’re the best candidate. Or talk about what you do best. Be yourself and professional at the same time. Personalize the video. (Don’t send the same one to different companies.) But be smart about this. You have to know your audience and where you’re sending it and why. Make sure your message, content and delivery are appropriate to the company. Dress the part. What’s your tone? Get the idea? If not, you’re going to shoot yourself in the foot. FYI Or, create a series of videos. Put them on ww.youtube.com. Be smart about creating the titles so they’re snappy, appealing.
5. Own. If you haven’t already registered your own name as a domain, do it. When I first interviewed Dan Schawbel on NY Brand Lab Radio, he told me it’s one of the first things he advises students. This is your name so protect it. It’s one of your most valuable assets. I’ve heard resistance to this idea. Remember: Your name is your power base. Own it, protect it and leverage it. You’ll be happy you did one day. Before someone else gets it, register your name at a site like www.godaddy.com (approx. $9.99 a year)
Here’s to your success and knocking the socks off any interviewer!
This article was first published online here: Dan Schawbel’s award-winning www.personalbrandingblog.com
The nice thing about being human is that you don’t have to be normal. You can choose to be odd, for example. I prefer odd. Particularly odd brands. If there’s a quirky or idiosyncratic vibe going on, all the better. Why? An odd brand tells me something vital is going on. For a personal brand, that’s hugely appealing.
If this kind of stuff interests you, I’m going to pile up nine odd strategies that will get your creative juices firing, and your personal brand pumping. If you start practicing even 50% every day, you’re going to notice a difference in the way you feel, how you perceive yourself, and your own creativity and brilliance is going to start working for you to the max. Here goes:
1 Doodle This practice involves exercising your right brain and one hand. Just start doodling. Not a doodler? OK Then pick up a crayon or paint brush or magic marker, anything that might amp up your inner creative genius. It works, believe me. If you don’t believe me, check out Sunni Brown, leader of the Doodle Revolution: www.sunnibrown. (Stop looking so anxious! This is the best route (most fun) to tapping into your brilliance.)
2 Steam I’m not talking about letting off steam. I’m talking steaming brussel sprouts. According to Brian Collins, Chairman and Chief Creative Officer of Collins, his NY-based innovation-led, brand-building agency, going vegan three days a week increased his creative energy, shifted his mindset, and he lost weight along the way. You can hear Collins on NY Brand Lab Radio raving about life, branding, business and his favorite steamed lunch: www.zingyourbrand.com/radio. Go check his site: www.collins1.com.
3 Lemming If you feel tempted to do what everyone else is doing, catch yourself. Stop right there. Want to be a lemming? (By all means.) But the courage to resist following the crowd is a sign of courage, integrity and conviction. Please don’t jump off the cliff. Be brave, create your own oddly brilliant brand – and do it your way. It’s the best decision you’ll ever make.
4 Desire This is a feeling. It’s about a longing. It also happens to be a quintessential brand attraction magnet. Get clear on exactly what it is you do best, what’s so oddly different about you. Leverage that and you’re on your way to stepping into your brilliance. FYI The ‘oddly different’ is exactly where your brand power lies.
5 Pulse So how do others really feel about your brand? Do an informal survey. Ask this question, “On a scale from 1 (blah) to 10 (sparky/zingy), how would you rate my brand?” This is called checking the pulse of your brand. FYI You want honest answers so don’t ask best friends. As soon as you get your average rating, you’re going to know what you need to do.
6 Homeless Always carry a piece of fresh fruit in your bag. Why? The next time you pass a homeless person on the street, stop. Offer them a piece of fruit if they’re hungry and listen to their story. That’s what Karen Karp dared our listeners when she was talking on NY Brand Lab Radio recently. She’s president of Karp Resources, an enlightened innovator in the business of food, and she starts up remarkable conversations with homeless people on the street. Open up your world. You’ll discover heart-felt treasures. It’s another key to your compassion and brilliance. www.Karpresources.com
7 Underbelly When’s the last time you checked the underbelly of your brand? It’s that part of your brand that doesn’t see the light of day. It’s the part that might not be serving your interests. Perhaps there are some serious issues you’re ignoring. Dare yourself to see what’s lurking in the corners. Put the spotlight on the issues. Address them, sooner than later. You’ll feel freer. (You have my personal guarantee.)
8 Soar If you want to live a little, turn off your computer. Go catapult yourself into a different zone every day. Go soar. If you don’t, your creative genius is going to get stifled. Step outside. Smile at a stranger. Gaze at swans gliding in a lake (I did that today.) Choose a different café and do nothing. FYI Your brilliance is begging for down time.
9 Spike If you brand is lacking oxygen, it’s a pretty good sign you’ve got a Dead Brand Walking on your hands. Energy is the most invigorating and luxurious force in the world. Use it. Spike your brand energy. Re-invigorate your brand voice, attitude, language. Don’t keep people at arm’s length. Your audience is craving real and authentic. Dare to give your brilliance to them.
This article was first posted on Dan Schawbel’s Personal Branding Blog.
If you want to get a sense of what it takes to be a winner, I’d encourage you to get your hands on the documentary film, The Audition. It’s breathtaking and heartfelt as it documents the 2007 Metropolitan Opera National Council Auditions. Each year thousands of hopefuls compete for a cash prize, the chance to sing on the storied Met stage—and the opportunity to launch a major operatic career.
Directed by award-winning filmmaker Susan Froemke, this suspenseful narrative provides a revealing look at what it takes to make it as an opera star, and the intense challenges and pressures young opera singers face as the stakes get higher. FYI The documentary crew was given unprecedented access to the singers, judges, and events backstage at the Met.
Well, on Sunday March 13, the Met Opera National Council Auditions took place. I was sitting in the audience this year at Lincoln Center, and it’s all because I fell in love with the story. Five winners walked away with a future secured on the Met stage.
Here’s my thoughts on what was so intriguing about that day – and so powerful about that film – because it feels as though there’s a metaphor lurking around here. It’s all about how to make your personal brand a winner, of course.
In pursuit of excellence: You could see their desire for excellence bursting right up there on the Met stage. These young opera singers were standing in their brilliance, giving their best because they knew what they wanted, where they wanted to go, and why it mattered. So if you want to soar above the rest of the competition, you have to be in pursuit of excellence every moment. You have to define what it is that has value, and then what you are willing to do about it. After all, this kind of winning takes thousands of hours of preparation, training – and blood, sweat and tears. There’s no way around it.
Discipline: It must take millions of small steps to get to that Met stage. Absolutely nothing gets in the way. Like professional athletes, these singers have to adopt a different kind of mindset. They have to look at their world through a different kind of lens. So if you want to catapult ahead of the pack, you have to rethink all things. Your mindset has to be set and focused on one goal. Total control here. No negotiations. It’s that simple. Using discipline to accomplish one’s important goals is essential.
Performance: Imagine the moment of walking out on that stage. Vocal chords in top form. Their choice of song, posture, attitude – are all indicators as to whether they’re going to be a winner, or not. Guess what? They all have coaches watching their back all the way. So if you’ve determined to be a winner brand, find someone who can help you evaluate your performance. Whip you into shape, if you need it. You’ll need to trust them. And they’ll need to understand your goals so they can encourage you to improve.
FYI We happen to live in a culture where failure is an acceptable part of the learning process. You just need to be prepared to take the risks. (Of course, knowing what you want takes lots of practice. Assume it’s likely you’ll have some failure along the way.)
OK. I encourage you to watch The Audition. The film is so instructive. These young opera singers are exceptionally gifted people but they also have staying power. Watch them do what they do. Because they stay the course, and understand what it takes to do the job. The idea that talent is innate is utterly overrated. Nothing happens as if by magic.
This article was first published on Dan Schawbel’s blog: PersonalBrandingBlog.com
When’s the last time you had a hunch something wasn’t quite right with your brand (or any other brand, for that matter?) Consumers now – and your audience – crave genuine brands so let’s go look at a couple of clues that are getting brands into trouble.
Start with wearing the hat of Brand Detective.
If you need a dose of inspiration, there’s a crafty duo on FOX. They’re eclectic and highly idiosyncratic. (What’s more, the frisson between them is killing me.) I’m talking about Tim Roth (Dr. Cal Lightman) and Kelli Williams (Dr. Gillian Foster) who star in Lie To Me. In any case, they know a lot about deceit. After all, it’s their business to play detective. Always on the look out for clues, they have a formalized system of tapping into behavior, expression, language, gesture – all complex signals and codes – which leads them, of course, to solving the nasty problem on their hands.
Lightman and Foster work with humans. We get to work with brands. Let’s start sniffing:
Clue 1: Lack of Congruence (Look for mixed messages.)
Never underestimate the power of congruence in any kind of communication. If a brand is not congruent, it’s sending out mixed messages. (It’s a sure sign of a brand you don’t want to trust.)
FYI The word congruent describes the quality of all parts being in alignment, agreement and in harmony – with each part communicating the same consistent message. By the way, when people are not congruent in their own behavior or personality, their brands are usually not congruent either. There’s a lack of clarity in the person behind the brand, and you can bet their brand’s message is going to be off kilter or murky.
Notice the congruence between the name of a brand and the nature of what’s being offered. If there’s a lack of connection or synergy between the two, you’ll have that gut feeling that something doesn’t measure up, and people will walk away scratching their heads. (A confused mind never buys.)
Apple is a good example of the quintessential congruent brand. Its name, product design, messaging, store design, merchandising, people and entire energy – right down to the color palette – are in total alignment. No confused minds here. Good energy. Pure acceptance. Astonishing congruence.
Clue 2: Lack of attention. (Look for bad behavior.)
Brands will act out if no one behind the scenes is paying attention. Brands misbehave, too. (This is another sign of a brand you don’t want to trust.) At least once a week, amazingly enough, I have a business owner confiding that they’re so preoccupied with working on their business, they’ve totally ignored their brand. Some haven’t touched their site in months. I call that an abandoned brand. You can tell when:
• The lights are out, so to speak. No one’s home. (So what I am sticking around for?)
• Listed offers, events or classes are all out of date. (No sign of being up to date. Good example of Dead Brand Walking.)
• Photos or images online are all standard stock photos. The ones you see on other bland brand sites. (No indication of any individuality or desire to set this brand apart from the pack.WOW. )
• No pics of founders, team, people, dogs – nada. (FYI Avatars don’t have a pulse.)
• Style of writing feels like a robot at work. The kind of entity that doesn’t have any blood pumping through its veins. Plus, you’re being kept at arm’s length. (What’s to trust?)
You want visitors to stick around your site, lean closer to hear your message, get the feeling that you are who you say you are, get that you have blood running through your veins, you’re congruent and hugely energized? Be your own Brand Detective – and make sure the complex signs and signals are sending the right message. (The message you want to send.)
This article first appeared on Dan Schawbel’s blog www.personalbrandingblog.com
“Engage me. Make me fall in love with you.” That’s Julie Greenwald, chairwoman & CEO of the Atlantic Records Group, talking to Adam Bryant about the way she hires. The interview appeared in the Corner Office, one of my favorite columns in The New York Times Sunday’s Business Section. What’s more, when Greenwald is interviewing a candidate, she can tell whether the meeting is going to be a short one or not. It’s when “the rhythm’s not there and they’re not trying to engage me.” She thinks, “Somehow you got in to see me. Engage me.”
Julie Greenwald clearly doesn’t want to see a disconnect. If you’ve somehow got in to see her, and you’ve got her attention, you better be prepared to show up, engage her – make her fall in love with you – or else.
How does your personal brand score on engaging your audience? Let’s take a leap here. Imagine there’s a new reality show or contest coming to your neighborhood. It’s the ‘Make-Me-Fall-in-Love-With-Your-Brand’ show, and you’re one of the eager contestants. How would your personal brand measure up on stage with the bright lights blaring!?
• When you have everyone’s attention, are you engaging your audience 100% Y/N?
• Is the audience falling madly and deeply in love with everything you say, do, and produce Y/N?
• Are you showing up big time Y/N?
• Would you get a standing ovation Y/N?
Do you know what you’re known for? The business of branding is the business of perception management, and it’s certainly about feelings. If you can manage your feelings around your brand, then others will be able to (more easily) recognize and perceive your brand in that light. Of course, you have to be who you say you are. That’s the bottom line.
Do you consider your brand to be your most formidable asset? Your brand is a living, dynamic organism and functions best when nurtured by a heart-felt guardian. (That’s you, of course.) Are you paying enough attention to your brand so you can engage easily with your world, and have them fall helplessly in love with you?!
When’s the last time you did an informal survey? It’s a smart idea to regularly find out how your brand is being perceived. You can work with all the analytics you want, and use your left-brain thinking to the max. But it in the end, it all comes down to the way people feel about your brand.
Think about doing your own informal survey to see how your brand scores on the feelings quotient. Ask colleagues how they perceive your brand, how they feel about it. Notice what kind of language they’re using to describe how they’re experiencing what you bring to the table.
Keep your survey questions casual and conversational. Make your questions clear so you can access the kind of information you’re looking for. When you get your feedback, if it’s constructive criticism, act on it immediately. It’s important that you listen closely and act when you are offered helpful feedback. (PS Your colleagues will know they were being heard.)
How is your brand measuring up? Did you get a standing ovation Y/N?
This article was first published on Dan Schawbel’s award winning blog, www.personalbrandingblog.com
I have a sense there aren’t enough people out there having a blast with their brands. What’s that all about? Wassup?! OK. I’m giving you my top picks of two brands that nail it online, and my reasons why. It’s the thinking (brain and heart) behind the sites that’s so hugely pleasing. Why? They allure and intrigue, and they’re having fun along the way. But what keeps me going back for more? It’s their high energy levels. Take a look:
1) It’s the vibe
The vibe – the energy and emotional resonance of your brand online – tells your story loud and clear. The bigger the energy, the bigger the feeling – the more you’ll find yourself literally leaning in closer (yes, closer to your screen) because you’re craving to know more.
My Top Pick #1: www.MarcKoska.com* Marc Koska is on a quest. As inventor of the K1 syringe, a non-reusable syringe now used in India and other under-developed countries, he’s founder of the SafePoint charity, responsible for one of the largest global health campaigns ever, reaching an audience of 500 million people
As a global visionary, Marc makes things happen. His brand is visually bold, big and exciting online. Feel his high-energy level and passion on every link? You bet. This is the real power of authentic storytelling. Read ‘My Story’ and you understand how he thinks, feels and why he does what he does. His energy is carried across every aspect of a brilliant design platform. Watch his films, look at his photography, awards, the lot. Immerse yourself.
What’s the vibe you get riffing through Marc’s site? Hugely inspirational, moving and highly charged, for starters.
So how can your brand inspire others? Identify your energy vibe and tap into the emotional core of what you’re doing. Then, spread the word. (This is a flash site. It’s not ideal for certain purposes but appreciate it for its vast visual and energetic storytelling capability.)
2) It’s the tone of your voice
How relaxed are you about your language online? Does it sound like you or someone else? And what’s your tone, anyway? Speak in your own voice. It’s much easier for others to get a sense of who you are so they can start a dialog or suggest doing business, hire you or go out and play.
My Top Pick # 2: www.duarte.com There’s something about Nancy Duarte. I like her language, the sound of her voice. I don’t know her but it’s actually the tone of her voice that keeps me going back for more.
As CEO and Principal, Nancy Duarte is on the cutting edge. She’s built an internationally respected design firm, created over a quarter of a million presentations and helps shape the perceptions of many of the world’s leading brands and thought leaders. Go through every inch of her site…
But first, listen to her language here: (Click on the TEAM link.)
We love whiteboard, sweet design, vegan cookies, bacon cheeseburgers, the afternoon regroup and the 4am idea. We believe in the power of a great story to move an audience and the power of an audience to change the world.
What’s the tone here? She talks with conviction and with a twinkle in her eye. She is in the business of transformation, after all. She’s not talking about designing a power point presentation for a keynote speaker at TED. She’s talking about why she does what she does, and the transformative power of story – and audiences – to change the world. That’s why you want to work with Nancy and her team. Their intention, desire and their willingness to do whatever it takes (to change the world) is clear.
So how can you share your mission with your world? Speak in your voice. Bring your intention and desire to the front. Then, let the tone of your voice nail it.
One more thing. Here’s Nancy’s answer to the following question: How would you define yourself? It’s the tone, again, that informs. P.S. It tells me she’s a master of visual storytelling and a magical creative thinker.
I’m a conquistador who liberates the undiscovered, sets boundaries for safe play, and builds fortresses where dreams can be realized. I create, protect and conquer the future with extreme respect and reverence for the past.
Ready to start nailing your brand online and have a blast? P.S. Add a generosity of spirit, and it’ll be all the more alluring.
This post was published online on February 6th, 2011 at 1:30 pm on Dan Schawbel’s www.personalbrandingblog.com
Mary van de Wiel is best known for her global expertise when it comes to coaxing out the real power in brands to dramatically increase sales. Van is founder and Creative Director of ZingYourBrand.com. She is the author of soon-to-be-published Dead Brand Walking: A Brand Therapist’s Viewpoint. Follow her on Twitter
For those of you focusing 100% of your time on getting your personal brand 100% perfect, this is for you.
For that voice in the back of your head that gets in the way of releasing your creativity out in the world, this is for you.
And if you’re struggling with any hint of personal brand anxiety, this is for you, and it’s all because I spoke to Clay Hebert on NY Brand Lab Radio recently. Clay is Chief Engagement Officer of Tribes Win. He got his MBA from marketing genius Seth Godin and now helps brands lead their tribes. I’m inspired to help spread the word and, in particular thing, one thing he dared our listeners: Dare to Ship.
The expression apparently comes from Steve Jobs who said ‘real artists ship’ at an off-site retreat in Carmel in January 1983. In fact, Jobs began the retreat with three “Sayings from Chairman Jobs.” They were meant to set the tone for the meeting, no doubt:
1) Real artists ship.
2) It’s better to be a pirate than join the navy.
3) Mac in a book by 1986.
I’m only addressing Chairman Jobs’ #1 saying here. Here’s your First Challenge:
Challenge #1: Dare to ship
In his book, Linchpin, Seth Godin urges all artists to push past their fear and resistance and just “ship.” Get the job done. Clay challenged entrepreneurs and artists on NY Brand Lab Radio that if they have something to say, it needs to be shipped. If not, your creativity – ideas, message, products, services – are not being shared with the world. It’s being wasted. Note: If you’re shipping out and it feels too easy, it’s not considered shipping. Go outside your comfort zone. So what’s your job now? Ask, What am I going to ship today?
But, of course, what’s that voice you’re hearing in the back of your head? Or the one sitting on your shoulder! Let’s face it, most of us (no, all of us) experience a desire to do something – plan something, launch something, finish something – but something gets in the way, right? Resistance gets in the way. The fear of not getting it perfect. Not getting it right. Or, worse. What will people say?
The one way to overcome that resistance? Here’s your second challenge.
Challenge #2: Identify & defeat the resistance
Resistance is the enemy within. Clay talked about the best-selling author Steven Pressfield’s, The War of Art, Break Through the Blocks and Win Your Inner Creative Battle. In the book, Pressfield says, “Most of us have two lives. The life we live, and the unlived life within us. Between the two stands Resistance.” (The initial cap R for Resistance is Pressfield’s.) So here’s to spreading the word: I’m quoting from Pressfield’s chapter, Defining the Enemy, listing his first 10 pointers. (Pressfield’s words are in bold.)
1. Resistance is Invisible The first thing to remember is that your Resistance has a job to do. Clearly, that job is to stop you from doing your work and whatever truly drives you.
2. Resistance is Internal You can’t fool yourself into thinking Resistance comes from the outside. It’s the enemy within. You can’t blame anyone else here.
3. Resistance is Insidious Your Resistance is seductive, fickle. It will do whatever it takes to trick you into not doing your work.
4. Resistance is Implacable It has one job to do: To get in the way of what you need to do.
5. Resistance is Impersonal Never forget for a minute that Resistance is not out to get you personally. It just has that job to do.
6. Resistance is Infallible Its job is to get in the way of whatever calling or action you most desire. It’s that simple.
7. Resistance is Universal Remember everyone struggles with Resistance. You’re not the only one.
8. Resistance Never Sleeps In a nutshell, you’ll never see the back of Resistance. The fear is here to stay.
9. Resistance Plays for Keeps Resistance plays dirty. Our most unique and priceless gift is its most favorite target. Nasty business.
10. Resistance is Fueled By Fear Resistance is not fueled by its own rocket fuel. It comes from one source: You.
Ready to overcome your resistance? Then, ship? Excellent.
* First, get a copy of Steven Pressfield’s The War of Art (Grand Central Publishing)
* Then, go to Seth Godin’s site http://www.sethgodin.com/sg/ and Clay Hebert’s site: http://dailysense.com
* Want the free mp3 of Clay’s interview on NY Brand Lab Radio? http://www.zingyourbrand.com/radio
Author:
Mary van de Wiel is best known for her global expertise when it comes to coaxing out the real power in brands to dramatically increase sales. Van is founder and Creative Director of ZingYourBrand.com. She is the author of soon-to-be-published Dead Brand Walking: A Brand Therapist’s Viewpoint. Follow her on Twitter
To get a glimpse into your Future Brand, here are three questions, from a Brand Therapist’s point of view, to get you started:
1. How many of you wish you had a magic wand right now? Hands up?
2. How many of you wish you could predict your future? Find out exactly what’s ahead for you in 2011? Hands Up?
3. How many of you are impatient, unsure and irritable that the direction you think you’re supposed to be following is just not making itself clear – enough? Hands up?
Yes, yes and, yes? Keep reading.
No? I’d recommend sticking around anyhow. A good magic fairy with a decent wand is hard to come by these days. Instead, what you’re getting here is a Brand Therapist stepping up to the plate recommending one idea that works when it comes to working out what your Future Brand looks like.
Clue: Imagine your Future Self has already done everything that you want to be doing (as it relates to your brand and your business.) Your Future Self can inform you on all things. Listen to him/her. Because they’ll suggest ideas, directions, things to do. They’ll even give you very informed clues regarding what your Future Brand is going to look like. It’s a matter of getting into the right space and asking. (Feeling optimistic?!)
Imagine this step-by-step scenario:
BRAND THERAPIST: OK. This is really about seeing the future of your personal brand or your business thrlugh a different kind of lens. (Lens is the critical word, here.) Even thlugh, right now, I know some of you are asking yourself, “What in the hell is she talking about?”
YOU: Yup…. You got that right.
BRAND THERAPIST: Well, this could be a new idea for some of you. Not so, for others.
YOU: Er …(detect hesitant tone?…)
BRAND THERAPIST: You’ve been told before to trust your intuition. Listen to your gut, yes? Are you are doing that?
YOU: Hmmm…(detect bewildered tone?…)
BRAND THERAPIST: If you want to know the future of your personal brand or business brand in 2011 and you’re not having much luck chasing the magic fairy, you need to spend a bit of extra time and energy here. Willing to do that?
YOU: Need to know more, please…(irritation creeping in…)
BRAND THERAPIST: No problemas. This is quite simple. If you can talk to your Future Self, you’ll get the kinds of answers you’ve been looking for. Willing to try this?
Select a spot in your home, office, study or a place that resonates with you. It has to feel special. Either it gets the sun, or there’s a great view, or it has some other kind of meaning for you. (Found the spot yet?)
YOU: Yup (…irritation starting to seep in, again…)
BRAND THERAPIST: Good. Now create an imaginary circle on that special spot you’ve selected. ‘See yourself’ actually stepping into the circle. Got that?
YOU: Er…the dog has a round bed – a kind of mat. Can I step on that?
BRAND THERAPIST: Nope. (sigh.) Keep thinking of the imaginary circle on your bare floorboards or carpet. PS Step into this circle with bare feet. (Say, three to four feet diameter.) Can you do that?
YOU: Can do.
BRAND THERAPIST: Great. So you’re in the circle. Despite the lighthearted tone here, I’m serious, kiddo. Because this is the circle and space from which you can access and talk to your Future Self.
YOU: What was that, again? (questioning tone…)
BRAND THERAPIST: To recap: We’re exploring here how to determine your Future Brand. I’m suggesting you start a conversation with your Future Self. Are we on the same track?
YOU: You bet…
BRAND THERAPIST: Excellent. Now here’s what happens next.
1. Remember this is your special circle where you are going to meet your Future Self.
2. It’s a special space where you have 1:1 access to your Future Self.
3. Enter this circle (bare feet) with a quiet mind. Be in a meditative state/frame of mind.
4. Get centered. Quieten down.
5. You’re going to start a conversation now with your Future Self. Bring one question that you would like an answer. Keep it simple for starters. (Don’t want to overwhelm.)
6. Be relaxed, informal. How about staring with “hi.” Then, stop. Breathe. Take this seriously because your Future Self has all the answers.
7. Ask your question. Doesn’t have to be out loud, of course. Then be quiet.
8. Listen again. Then listen some more. Getting some interesting new ideas?
YOU: Yeah…WOW…
FYI My special colleague, mentor and award-winning producer in LA shared this with me. She uses it. I use it. Many others use it. Anything you want to know about your Future Self and Future Brand is available to you 24/7. Your Future Self will share mindful, remarkable and amazing insights. All you have to do? Just ask.
Author: Mary van de Wiel is best known for her global expertise when it comes to coaxing out the real power in brands to dramatically increase sales. Van is founder and Creative Director of ZingYourBrand.com. She is the author of soon-to-be-published Dead Brand Walking: A Brand Therapist’s Viewpoint. Follow her on Twitter.
This post was published on Dan Schawbel’s award-winning blog on January 16th, 2011 at 1:30 pm
