Does Your Company’s Brand Have Soul?

Have you ever purchased something from a company and it was a really hollow experience? I’m not talking about poor customer service necessarily. I’m talking about the fact that you walk away and feel empty and exhausted. At the very least, you feel as if there was nothing memorable about your purchase. You have no recall value for the company and their product beyond the immediate purchase.

This happened to me recently when I bought a car. I left the dealership happy with my new car. However, I also felt very much like I didn’t really matter to the dealership. I was just another number they could check off because they were closer to their monthly quota. In fact, every time I drive by the dealership, I look away and wince- I’d like to leave behind and forget the entire experience. And car buying is not a novel concept to me.

Not good for business, right? What gives?

The dealership had no soul. By this I mean, there was no real emotional resonance with their clients. The dealership likely did not care about us as clients. The money came first.

On the other hand, contrast the dealership experience with that of a company like Zappos. When you order shoes from Zappos, you are part of their process and brand culture. Heck, you can even get on their website and read about their brand culture and values. It doesn’t read like our typical corporate “mission statement”.  You can almost feel the sincerity and excitement.  Now that’s soul.

So what does this mean for you? Consider:

If you work for a company, does your employer have soul? Does your employer:

• Have an established brand culture based on individual employee brand values? If not, then it is hard for you to feel part of something greater than yourself.
• Share what’s important with you? This is beyond “mission” and “vision”. I see this as a daily act- simple, and not always easy.

If you are in leadership at a company, does your company have soul? Do you and the leadership team:

• Really make sure each customer/client walks away with a sense of joy and high recall value for your business and product?
• Instill this sense of “soul” with each employee daily?

Was this helpful? If so, please share it with others.  Email me and let me know your thoughts and experiences on this subject.

Source: Katy Puris

katypurispersonalbranding-com

I moved to this country with my family in 1979 from Iran. We came with two suitcases thinking we’d stay for two weeks. We stayed a lifetime. I went to law school because I wanted to help humanity AND because I felt that if I was a lawyer, then I would fit in and be accepted and respected. I practiced for 15 years as a successful securities lawyer. One day I realized I was wealthy, miserable and no longer helping humanity. I quit my job as a lawyer within a month. As a spiritually-minded business person, I started to listen to the Universe and my intuition. Through a series of miracles, I ended up finding my natural talents and gifts, which are the ability to realize and evolve peoples’ assets very clearly. During the first two years of my “retirement” as a lawyer, I saw an ad in a community college catalog that read, “What do Oprah, Bill Gates & Warren Buffet Have in Common?” The answer was said to be that they were all practicing their natural talents. So I went to the workshop and learned excitedly and incredulously that my natural talent is in personal brand management for others. From this workshop, my horizons opened and I devised a number of programs highlighting others’ talents and abilities, wrapping it in a “personal brand” package. Initially, I had no idea how these gifts would work in coming together; but for the past seven years I have been running a personal brand management company. We work with individuals and companies to unearth their uniqueness, communicate this to their target audience, and then manage all perceptions. The mission of my company: While appreciating the oneness of humanity, my goal is to highlight for others their specific talents and abilities in order to bring greater joy and success to all areas of their lives. This is how I do my part to cultivate a world of love and kindness where I promise through my example that no one is forgotten and everyone is appreciated. Personal brand management is based on defining and understanding your uniqueness, communicating it effectively to your target market and managing the perception of your personal brand. Your personal brand comes first. It is about you and NOT your business logo or marketing materials or PR. YOU must have a personal brand before you: a) can have marketing material and b) are press worthy. An effective personal brand starts with the understanding of who you are as a business owner and an individual. Without this solid foundation of a sense of self, it is not possible to build an effective personal brand that then translates into effective business branding. Throughout my career and life, I have been blessed with an eye for the creative process around building a successful personal brand. I finally stopped and listened to all the people who kept asking me for help in making their personal brand and business a success. Most of these people were lawyers trying to figure out how to stand out as attorneys in society. I was enlightened by the concept of following my natural talent. I wanted to help other businesses have an effective personal brand and thus, increase revenues, productivity, morale and sales. For fifteen years, I worked as an attorney in multiple areas of corporate America. For over eight years I practiced in Washington DC: the Securities & Exchange Commission, lobbying on Capitol Hill, and working in a law firm. I then moved to California working as in-house corporate counsel and then consulting via my own business. I hold undergraduate degrees in Finance, Accounting and Economics and a law degree. My clientele include numerous law firms , corporations, law schools, specialty institutions, retail corporations, CPA firms, engineering firms, financial services firms, dental professionals, medical professionals, as well as many smaller businesses. I am an author and public speaker on personal branding, leadership, marketing and business development. I have been appointed to serve on the ABAs Law Practice Management (LPM) Division Webzine, Nominating Committee and Women Rainmaker Boards. I have contributed numerous articles to the ABA and been a frequent speaker at various ABA conferences. I believe in being active and giving back to our community as part of your personal brand and mainly because it is good Karma! I am on the national board of directors of The Women Of Color In the Law. I also serve on the San Diego board of directors of National Association of Women Business Owners (NAWBO).

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