Brenda Bence

The actual Johnnie Walker logo came from a lunch meeting between a famous cartoonist and JW execs, where, after a meal and a drink, the cartoonist was asked to draw a figure that would personify the brand. It was drawn on the back of a menu. Now, the company and its logo are recognized worldwide, and they sell over 11 million bottles per year, almost enough to stretch around the globe.

Are you making your brand recognizable, unique and representative of what you hope to achieve? If you don’t know your brand’s value, no one else will either. Learn more at www.BrendaBence.com

All the best – and here’s to YOU™!
Brenda Bence

Join Us Online! www.brendabence.com/enewsletter

PUMA developed as a rivalry between two brothers. It has gone from signature soccer apparel to a line of clothing representing a hip, cool fusion of sports, fashion and high-style. Though it used to compete primarily with Adidas and Nike, it now competes with brands such as Gucci, Armani Diesel and D&G. Not happy with your current brand’s results against existing competition? Try changing who you compete with!

All the best – and here’s to YOU™!
Brenda Bence

Join Us Online! www.brendabence.com/enewsletter

Not long ago, the world watched while Martha Stewart’s brand plummeted and the press had a field day as a result of her conviction of stock trading conspiracy. I still have images in my mind of the famous knitted poncho Martha wore in the aftermath of her release …

But, now – amazingly – not only has Martha Stewart’s brand survived public scarring, but it seems as if her brand may become one of the few iconic personal and corporate brands of our time.

What do you think Martha did “right” to rebuild her once-tainted brand?

Click here to read the full article.

Inside my latest newsletter… Join me in my ‘parting ode’ to the South African World Cup by reviewing top Leadership Personal Branding lessons from Nelson Mandela. Clear up any confusion around key marketing terms, including how a “brand” is different from “brand positioning” and “branding.” I share the top 10 most common branding mistakes entrepreneurs make, and also how to more powerfully align a company brand with employees’ individual personal brands…. Something for everybody, I hope… Let me know what you think! http://tinyurl.com/28g59km

Congratulations to Trish Meecham, our winner!

Many thanks to those of you who responded to the call for questions that appeared in my last e-newsletter. We had some great questions that came in on the topics of both personal and corporate branding.

Our winner this month is Trish Meecham from Credit Suisse. In return for her question, Trish received a complimentary copy of the book The Power of the Platform: Speakers on Purpose that I wrote along with other professional speakers such as Jack Canfield, Brian Tracy, and Les Brown.

See Trish’s question and my response below. Thank you, Trish, for writing in — it pays to ask great questions!

Trish’s question:
“What are the recommended process steps to align company brand and [employee] behavior?”

My answer:
What you’re talking about here is what I like to call successfully making the personal brand/corporate brand connection. Let me share an example.

When speaking at conferences on this topic, I share a true story about the high-end Ritz-Carlton hotel chain. This particular story is about how a hotel guest, who left his laptop at the Ritz-Carlton in Atlanta, had his much-needed computer returned to him in Hawaii – personally – by an Atlanta-based housekeeper who flew all the way there just to bring it to him. This housekeeper was empowered to do that, without hesitation, because key leaders of the hotel chain had established a clear credo and had set up a system to enable any employee – whether a housekeeper, receptionist, driver, or guard – to do what was required to communicate the very specific brand of customer service the hotel wanted to craft for itself.

I like that story because it illustrates how much of an impression every single employee – and his/her individual personal brand – can make on a corporate brand.

So, how well do the individuals – the unique personal brands – of you and all the people you work with reflect the total brand of your company?

Here are a few specific actions to consider when trying to strengthen the “Personal Brand / Corporate Brand Connection.”

• Be crystal clear about what your desired corporate brand is. If you’re not sure as a leader or an employee of the company, then you can be certain that you won’t be successfully communicating a consistent company brand to anyone else – customers, potential employees, or fellow team members. If you haven’t already, carefully define the six elements, that make up your corporate brand [need some help defining your company brand? Refer to Assume the Position! How to Use Positioning to Make Your Brand Irresistible.]
• Consider how well your team really knows what your company’s brand stands for and how to reflect your company’s brand values in everything they do. Do your team members know exactly what is “correct” and “incorrect” actions that best communicate the brand? Remember that Ritz-Carlton not only made sure its employees knew what the brand’s credo was (employees carried it around in their pockets!), but the hotel chain also empowered its employees with the specific tools and resources they needed to put that credo into action immediately. That’s key.
• What Actions, Reactions, Look, Sound, and Thoughts are consistent with the company brand as you want customers and consumers to perceive it? If you’re not sure yourself and/or your team is not fully prepared to represent the brand in their daily interactions with others, take action to make sure they are:

• Find employees who are embodying the company brand well, and make them role models to illustrate to other members on your team what they can do as well to best embody the brand of the company.
• Reward those employees for their actions, making it clear to others that what those employees did was a great reflection of the way you want the company’s brand to be portrayed.
• Make sure everyone you work with has the tools and resources they need to represent your company well. Is there a system in place to allow employees to take action to help build the brand if a need arises? Have you set up parameters as to what an employee is free to do in support of the brand?

Doing all of these things is a great way to make sure customers will perceive, think, and feel about your brand exactly the way you want them to.

Those are just a few tips for how you make a strong Personal Brand/Corporate Brand Connection. To learn how our Corporate Brand/Personal Brand Connection Workshop could help your team develop strong personal brands while also strengthening your company’s brand in the marketplace, click here

With all eyes turned to South Africa and the World Cup over the past weeks, I thought it would be interesting to revisit a 2008 interview with Nelson Mandela regarding leadership. Published in Time Magazine, the article outlined eight leadership principles that Mandela used to build his distinguished career – and his very powerful leadership personal brand – as an activist and politician. All eight are interesting, but I want to focus on two of Mandela’s principles and how they apply to building a leadership personal brand in the business world.

Principle #1:

“Lead from the back – and let others believe they are in front. The trick of leadership is allowing yourself to be led too. The chief’s job, Mandela said, was not to tell people what to do but to form a consensus. ‘Don’t enter the debate too early,’ he used to say.”

What Mandela is doing here is advocating a democratic, or participative, leadership style. Let’s face it: As a business leader, there may be times when you have to use an authoritarian style and make a fast – and sometimes lonely – decision. But, the majority of the time, it makes sense to include direct reports in the decision-making process. Otherwise, why have you hired them in the first place? Great leaders know that they, too, are learning and growing every day in the job – even from those who are in subordinate positions.

So, build your leadership personal brand by (1) allowing others to have a say in decisions, and (2) getting clear on when you need the expertise of others in order to make the most informed choices.

Principle #2:

“Nothing is black or white. Life is never either/or. Decisions are complex, and there are always competing factors. To look for simple explanations is the bias of the human brain, but it doesn’t correspond to reality. Nothing is ever as straightforward as it appears.”

This is an important reminder for all of us in every aspect of life – both personal and business. It’s fundamental to success to be able to see the nuances in any business situation, whether it involves launching a new product, dealing with a challenging employee, managing a tough boss, etc. The mind naturally wants to categorize everything in black or white terms, so most of us have to constantly remind ourselves to stop and look at all aspects of a situation. Otherwise, it’s easy to fall victim to making decisions based on tunnel-vision, and that can lead to costly mistakes. Make sounder, smarter business decisions by pointing out nuances and contradictions to your team, and they will begin to see the situation more multi-dimensionally as well.

Applying these leadership principles can strengthen your leadership personal brand.

(Here is a link to the entire article: http://tinyurl.com/6pgaeb.)

As a college student getting ready to graduate, do you find yourself worrying that you’re at a disadvantage in the job pool because you don’t have as much experience as older applicants? If so, you’ll be glad to hear that you have some definite advantages while looking for a job just by virtue of being young and new to your job search. If that sounds too good to be true, here are six reasons you may very well be chosen for a job over an older, more experienced candidate:

The Millennium Generation Perspective. No one knows the needs and interests of younger customers better than … well, a younger customer! And that means you — a college grad. You can leverage this knowledge in your job interviews by helping potential employers see how you can uncover the needs of the company’s young target market and find a way to respond to those needs.

IT Skills. Unlike many older job applicants, you have grown up with computers as a natural part of your life. You probably understand software, hardware, and the Internet — including social media — better than anyone who is older than you. Never underestimate the importance of this knowledge!

Multi-Tasking Abilities. If you’re like most people in their late teens/early 20s, you’re probably capable of listening to your MP3 player, talking on your cell phone, texting someone, checking Facebook, and answering a Skype message all at once. Studies show that people from ages 12-24 today use an average of 5.5 media at the same time, while people over 40 only use 1.7 media at the same time. This means that you’re probably better at juggling a lot more things at once than an older candidate who is competing for the same job as you. And what employer wouldn’t want that?

Lack of Baggage from Past Jobs. You come to the job market with very few preconceived notions, a fresh perspective, and a clean slate. Some older job candidates can get set in their ways. They learn how to do things at one job and then, find it hard to learn new ways of doing those things at a new job. So, make it clear in your job interviews that you’re open to learning the company’s system and that you’re excited about discovering their processes.

Lower Salary Expectations. In tough economic times, older candidates often apply for lower-level jobs, but companies are reluctant to hire them because they might bolt to a better job as soon as one comes along. This is why a company could actually find it more attractive to hire someone like you for a starting position. So, be open about your willingness to begin a new job at a lower salary so that you can prove yourself in that position.

Willingness and Hunger. When you’re just starting out in the job market, you may have more of a “hunger” than the person who’s been working for a number of years. That willingness to do whatever it takes is key to success, now more than ever. Companies want people with a “can-do” attitude.

So, don’t concern yourself with your title or whether you’re doing work that you feel is “beneath” you. Everyone has to start somewhere, and the difference between success and failure is often the attitude and willingness you show toward helping your employer. Use every job as an opportunity to learn and grow, and you’re almost sure to be rewarded in a big way.

Billie Burke — the actress who played Glenda the Good Witch in the original Wizard of Oz movie — once said, “Age is something that doesn’t matter unless you are a cheese.” Change your mindset from what you don’t have as a college grad to what you do have, and remember these six advantages.

“You can’t complain on a Saturday.”

I paused, certain that I’d misunderstood. “Pardon?”

“Our Complaint Department is only open Monday through Friday from 8:30 a.m. to 5:00 p.m. Central time. You can call back and share your complaint during those hours.”

It was hard to believe that I was hearing this from a customer service rep of a major U.S.-based international airline – one which operates all over the world, 24 hours a day, 7 days a week, 365 days a year.

“But, what if I want to complain on a Saturday?” I asked.

“You can write an email to our Complaint Department, and they will get back to you in writing within four days.”

As a frustrated customer, I wanted – and needed – immediate attention, but I was being told that I would have to wait to be helped.

This situation reminded me of just how dangerous it is for businesses and brands to ignore the needs and concerns of the very people who keep them afloat – their customers. As someone who travels a great deal, I could easily choose to buy my next ticket from a different airline. And my rejected airline would never even know why because they had made it so difficult for me to complain.

Use Complaints to Build Your Brand

One of the most overlooked ways to build your company’s brand is to encourage your customers to complain. It sounds counter-intuitive, but the best brands recognize they not only want, but need their customers to complain. It’s the #1 means of finding out how to make your services or products better – and that’s what will strengthen your brand equity in the marketplace and ultimately grow your business.

How well does your brand leverage complaints? Here are some tips for using complaints to your brand’s benefit:

1. Make it as easy as possible for your customers to complain. Think about all the possible ways your customers might want to complain… by phone? in a posted letter? via your website? via e-mail? Make sure you have all those possible complaint outlets available.

2. Allow customers to complain around the clock. If your customers use your products or services 24-7-365, then you should be prepared to receive complaints 24-7-365, too. Maybe you don’t have a customer service rep available all day? Then, at a minimum, have a dedicated complaint voicemail system that assures customers they will be heard and that their problems will be addressed quickly. Then, make sure someone checks the complaint system regularly and lives up to that promise.

3. Place an online complaint or ‘contact’ form on your website, and make it easy for customers to find it in your navigation structure. If they have to search for how to complain, you’ve just created yet another complaint!

4. If you maintain a store or office where customers visit, have pens and complaint forms readily available to fill out.

5. Make sure that designated employees are responsible for following up immediately on all customer complaints. Don’t make a customer wait for a response, and do everything you can to address the customer’s concerns. If you go the extra mile, you’ll most likely have a loyal customer for life.

6. Train your staff to handle customer complaints properly and, most importantly, in a way that is consistent with your company’s brand values. Remind your staff that they represent the company’s brand and that how they talk to customers – and address their concerns – is fundamental to success.

7. Designate someone to track incoming complaints and watch for trends. This is how you know what needs to change to take better care of your customers and avoid damaging your brand.

Turning a blind ear to customer complaints is an exercise in denial and won’t get you anywhere when it comes to building a powerful brand. So, if you or your team are afraid of complaints, it’s time for a mindset shift. Think of complaints as a gift that will help you better manage how your customers perceive, think, and feel about your brand.

After all, if customers don’t complain to you, it’s guaranteed that they will complain about you… to others! Case in point: I never did write or call the airline to complain, but here I am sharing my frustrations with you. Don’t let that happen to your brand.

Recruiters Vote on Grads’ Worst Fumbles in Job Interviews

What do more than 50 seasoned college recruiters from top-level corporations and universities say are the biggest mistakes college grads make in job interviews? That’s the question I recently posed to recruiters from companies and schools like Google, Disney, Sony, and Stanford University. The outcome of their votes? Their 20 ‘biggest bloopers’- five of which are outlined here. Are YOU committing any of these mistakes in your job search?

1. Not paying attention to YOU on the Internet. Chances are your interviewer or future boss will do a “Google search” on you before they decide to call you in for an interview. In fact, I found out about 45% of recruiters now go beyond Google and search for you on social networking sites like Facebook and LinkedIn. So, think twice about what you post online, even if you think it’s protected by a password.

What does this mean for you and your online personal brand? Think twice before posting those wild photos from last year’s spring break on your Facebook page or a picture of you passed out on your friend’s living room couch on your blog. Veda Jeffries from Stanford University, says, “Students feel that Facebook, etc. is their personal thing, but it’s difficult to erase negatives about who you are when it is open to anyone and everyone.”

Pay attention to what you say in your blog or other social media, too. Negative comments about professors, internship colleagues, or dorm mates – or using bad language – may find you out of a job. Remember: Privacy is virtually non-existent on the Internet. As soon as you post it, your secret is out, and you may be unconsciously hurting your personal brand faster than you can click your mouse.

2. Believing a company’s “greeter” at a career fair is a peer or a confidante. Recruiters made it clear: The job of a company’s greeter at a career fair is to check you out just as much as an interviewer. Even if a greeter seems casual and talks to you like you were a friend, his or her job is to report back to the company whether to call you in for an interview or not. So, keep in mind that the greeter’s opinion counts! Also, make sure that you don’t say one thing to the greeter and something different to your interviewer. You’ll get caught, and that could lead you to being branded as inconsistent — or worse, dishonest. Keep it professional when interacting with every company rep.

3. Thinking the interview only begins when you’re across the desk from the interviewer. HR professionals repeatedly told me: From the moment you walk into the location where you’ll be interviewed, you are “on.” That means no talking on your cell phone, listening to your MP3 player, or texting in the lobby while waiting for the interviewer. It means remembering that how you treat the receptionist may be shared with your potential boss later on. And, it also means remembering that the time you spend following the interviewer from the reception area to the interview room is also part of your interview. I found out that some recruiters are purposely quiet during that time just to see how you respond to the silence and to see if you’re outgoing and personable enough to talk. So, be sure to start some conversation during that time; a little small talk will go a long way to communicating a strong personal brand.

4. Not asking for clarification when you don’t understand a question. One of our worst fears is to look “stupid,” right? But it will look even more stupid if you fumble around and answer the wrong question! In fact, recruiters told me they think it’s stupid not to ask question. Maggie Yontz of ConAgra Foods says, “Nine times out of ten, when a candidate asks for clarification on a question I’ve asked, I figure that I have not communicated clearly, not that the student can’t comprehend what I’m asking. I appreciate a candidate who’s confident and direct enough to ask for clarification on a question that he or she doesn’t understand.” So, most interviewers actually prefer you to ask for clarity. It lets them know you want to make sure you give a good answer. Now, who in their right mind would consider that stupid?

5. Not being prepared with good, thoughtful questions to ask at the end of the interview. Recruiters told me you should expect to be asked, “Do you have any questions?” How good your questions are will show not only that you did your research on the company and the position, but that you really gave some thought to how you could fit in at the company. It will also show that you’re listening to the interviewer.

Nora Bammann, Assistant Human Resources Manager of The Kroger Company, says: “Always have questions ready. The questions interviewees ask really tell me (a) how the interviewee processes the information they heard, and (b) if the interviewee was not only listening but if they understood what they heard.” So, be ready with some questions in advance, but also feel free to ask questions in-the-moment based on what you’re told by the interviewer.

Of course, keep your questions relevant. Gillian Taitz, Senior Recruiter-College Relations for Staples, said, “When candidates ask me things that really just prove they are trying to sound intelligent and have done their online research, it really turns me off. I’d much rather we spend time talking about what is important to this candidate in terms of culture, management style, etc.”

So, how did you do? Have you committed any of these mistakes? As John Luther Long, author of the short story “Madame Butterfly,” said, “Learn from the mistakes of others – you can never live long enough to make them all yourself.” By being aware of the biggest blunders other college grads have made, you can avoid committing them yourself. That’s how you sail through interviews and land a great job that you’ll really love — right out of college.

Author Brenda Bence’s book about how to find a job using personal branding – How YOU™ are like Shampoo for Job Seekers: The Proven Personal Branding System To Help You Succeed In Any Interview And Secure the Job of Your Dreams – is the Winner in the Career Category of the 2010 National Indie Excellence Book Awards.

How YOU™ are like Shampoo for Job Seekers is one of 80 category winners for 2010 in both fiction and non-fiction categories out of thousands of new books submitted by independent publishers from across America. Bence’s Job Seeker book also won the Grand Prize in the 2009 Best Beach Books Festival and was an award-winning finalist in the USABookNews.com National “Best Books” 2009 Awards.

Author Brenda Bence is Founder and President of Brand Development Associates International, Ltd., a firm that specializes in helping companies and individuals around the world build successful, growth-oriented corporate and personal brands.

“My aim with this book was to help job seekers find great jobs fast, even in this difficult economy,” says Bence. “We have been surprised and delighted that the book has also gained critical attention and accolades.”

The National Indie Excellence Awards are designed to bring recognition to titles from independent publishers and celebrate excellence in independent publishing. The competition is judged by an independent panel of experts from all aspects of the publishing industry. For a complete list of finalists, visit http://www.indieexcellence.com/indie-results-2010.php.

Brenda Bence is available for television, radio, and press interviews to talk about her book and/or topics related to personal or corporate branding. Visit www.BrendaBence.com, contact +1-312-242-1830, or email Daniel.Jackman@BDA-Intl.com for availability.