BRAND CULTURE DEVELOPMENT Tip #1: Likeability

In brand development, it’s all about longevity. What about I talking about?

Well, in organizational work we do for clientele, companies are always looking to measure their Return on Investment (ROI). So if the brand lasts over time, then we can guarantee one measure of profitability that will prove out as stable over time.

Culture development in organizations is all about the people. The peoples’ individual brands are what sell any organizational brand. Organizations must live and commit to their “people”. Organizations can always do a better job of doing so.

Without this cultural assessment and growth, turnover is high, morale is often low and employees are in paralysis mode more often than not.

What’s the cure? In my world the cure is to have employees have a sense of self and an understanding of why they each do what they do and how they fit into the entire organizational framework. That may seem like a tall order. It’s not if you have the right process and expertise in place to make it happen. The process of individual brand development does take time.

There’s one central premise to this brand development process and that’s likeability. If I like you, I will engage with you and the rest is history. This is true whether you are in an organization or if you are an entrepreneur.

Likeability successfully grows from the notion of happiness. If 78% of everything we buy (including any service sector) is based on how we feel about it and NOT the content or the expertise, then we must look at the emotion or feeling that sells. This emotion is happiness.

To be likeable, you must first be happy at some level. I’m not asking for head over heals happy. Just a manageable level of feeling happy with yourself, your life and your career. No one will believe you’re happy if you are faking it. This brand development process takes time and patience. It’s definitely a marathon and NOT a sprint.

So now that you are happy and ready to show it, how do you generate likeability? The first step is that you have to offer your audience a way to connect with you. That means really connect with you in a way that is tangible and real so they can see the authentic and real “happy” you and be able to like you.

This level of connectivity is best when done in person obviously. So what’s the next best thing if you are not able to be in person in front of your audience all the time?

I’ve found the answer to be video.   If I can’t be in the room with you, then I need to be able to visually share my happiness with you so you can fall in like with me. Video is the next best thing.

Video allows for you to share your mannerisms, facial expression and overall happy vibe with your audience in an easy and natural manner.

The key is to just show up on video exactly as you would in person. Share your in-person brand with others over video instead of live. Don’t do anything or say anything over video that you wouldn’t do live. That means you don’t re-record or analyze your recording. You just emanate your happy brand and wait for people to connect and like you.

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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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