by Lori Milner
How do you know if you’re a powerful personal brand? It’s very simple. Are people excited to work with you? What do people expect of you when they engage with you? If you think back to university or college, you were forced to do group projects. There was always that person who did nothing and took the credit. It was easier to do their part because you knew it wouldn’t be done to the standard appropriate for your team. You didn’t say that person was a poor personal brand. However, you did associate them with labels such as unreliable, a taker and lazy.
Imagine it’s five years later, and this person is coming to your company for a job interview. What’s the first impression you have of them? How do you associate them in your mind? Of course, people change, and you must give them a fair interview with an open mind. They have evolved since then, but it’s really difficult to forget your experience.
How do you become a powerful brand?
Earlier this month, I was reminded of the essence of being a powerful brand. I hadn’t spoken to a supplier since 2020, and I had to call Shirley to ask if she could assist with a last-minute order for an important client.
When I called her, she answered the first time, and you could hear her smile. She was warm, and her immediate reaction was positive. She told me it could be done in time, and guess what – she delivered.
I called Shirley to thank her for the fantastic service I received and how much I appreciate her professionalism. What stood out for me most was her attitude of gratitude. She never made me feel like she had done me a favour; she was equally grateful for the work and the opportunity to be part of an amazing project.
She also asked if she could send me samples to innovate our offering, which was done independently and proactively.
After this brand experience, I am a fan for life because she has earned and built my trust. How can you create a magnificent brand experience? Here are four habits to cultivate to create raving fans:
Cultivate a go-giver attitude.
A positive and go-giver attitude is critical to creating a brand experience people want to repeat. Author Seth Godin tells a story that people who run the New York Marathon don’t say, ‘I’m not going to get tired’. Instead, they say, ‘I have tired; where do I put it?’.
Seth tells us that if you can figure out where to put the tired, you can finish the race and do the work.
I remember having a broken night’s sleep when my daughter was younger, and I had to present at a large conference for ninety minutes. I had Seth’s voice in my head, and I thought, ‘Ok, I have tired, let me figure out where to put it so I can make this the best presentation I’ve ever done’. You know what, I did!
Attitude is a choice of how you will show up despite external circumstances. Your attitude is deciding that your commitment to your team and client is more important than how you feel on the day. Showing up with an attitude of gratitude and a service-orientated mindset will always provide others with the best possible brand experience.
In brainstorms or meetings, be the person who is the problem solver, the solution hunter rather than the attitude of doom that it can never be done.
It’s all about consistency.
Imagine you went to your favourite coffee shop, and one week they get it perfect, and it’s too milky the following week. The week after, it’s somewhere in the middle, and by this stage, you have gone to the competitor because you no longer have confidence in them.
It’s the same with you. How you show up in someone’s mind is directly proportional to the level of consistency you demonstrate. If you consistently don’t return messages, don’t deliver on time, make excuses or are the source of conflict, you will sabotage your brand even if it’s not your intention.
On the contrary, if you consistently execute, ask questions when you’re stuck, say sorry when you need to and support the rest of the team, people will rally around you.
Even if you make a mistake, own it and take full accountability. The way you handle that mistake can elevate your brand despite what happened. Think about when you go to a restaurant and have an awful experience, but the manager sends you complimentary dessert or a discount on the bill. You don’t remember the bad service but how they made you feel by making it up to you.
“Excellence is not an aspiration. Excellence is what you do in the next five minutes” – Seth Godin
If you consistently aim for excellence, you will create raving fans.
Keep your promises.
Your brand is the promise you make. Brands that keep their promises are consistent and trustworthy.
Despite the best attitude, it comes down to execution. Did you do what you committed to? There is nothing wrong with asking for advice or guidance on how to do it - this will elevate your brand because it displays humility and a willingness to do it right.
Remember the kid in your university group – what image did you associate with them? Remember that a lack of delivery and many excuses will land you in the bucket of avoidance and distrust.
There’s no way around it, have integrity and do what you said you would. And then go a step further and take the guidance from Napolean Hill, who advised to do more than you are being paid for.
“The man who does more than he is paid for will soon be paid for more than he does.”
If you give better service than those around you, you will become irreplaceable. This is how you differentiate yourself and create a compelling brand experience.
What promises are you willing to make, and what promises are you willing to keep?
Care the most.
Have you ever been to one of those tasting restaurants where the food is a masterpiece? I’m sure you have hundreds of photos of dishes on your phone that you’ve never referred back to, but in the moment, you were blown away by the presence and often simplicity of the dish.
Then you took a bite, and your mouth exploded with flavours. It wasn’t one dominating flavour but a combination of carefully crafted ingredients. It was the subtle aftertaste that was most memorable. It wasn’t overpowering but not having one key ingredient would change your experience.
It’s the same with how you add care to your work and what you do. It’s a magic ingredient that adds that extra touch that people remember past the task or meeting.
When you bring care to your brand experience, you move from being all about yourself to contributing to others.
Simon Sinek echoes this sentiment, “The leaders who get the most out of their people are the leaders who care most about their people.”
It doesn’t matter if your title is not a leadership role, but you can lead with care in your home, with your team and with the people who experience your brand.
It could be as simple as asking about their weekend. If they tell you they’re going through something or even excited about something on the weekend they’ve planned, make a note to follow up with them.
Take a genuine interest in others. If you’ve finished reading a good book or heard a great podcast, think to yourself, who could use this message right now or who would appreciate this?
Simply care more than others.
What's in it for you?
Having a powerful brand is not about manipulation; it's all about intention. The more intentional you are about adding value and being a contribution, something amazing begins to happen to you. People begin to sing your praises when you're not in the room, and opportunities come to you rather than you seeking them out.
Shirley will be the first person I nominate if someone asks me to recommend a supplier because she is credible and trustworthy. I want to send her as much business as possible because I know she will exceed and delight their expectations.
Remember, it’s not only her reputation at stake but mine. It’s like the mafia movies where you vouch for someone. I am putting my brand on the line because if she does a lousy job, it will reflect poorly on me and I will become discredited.
When people think about you, will they recommend you with glowing reviews, or will they have to think twice because if you don’t deliver, it reflects poorly on them?
If you haven’t created your best brand experience up to now, you can always behave your way back into trust.
Branding isn’t one significant action you take but a stacking over time. The little things matter most and have the most considerable impact. As Martha Beck says: ‘How you do anything is how you do everything'.
Here’s to creating a powerful brand.
Warm wishes.
Lori
Lori Milner is the engaging facilitator, thought leader and mentor known for her insightful approach to being a modern corporate woman. Her brainchild, the successful initiative Beyond the Dress, is the embodiment of her passion to empower women. Beyond the Dress has worked with South Africa’s leading corporates and empowered hundreds of women with valuable insight on how to bridge the gap between work and personal life. Clients include Siemens, Massmart, Alexander Forbes, Life Healthcare Group, RMB Private Bank and Unilever to name a few. Lori has co-authored Own Your Space: The Toolkit for the Working Woman in conjunction with Nadia Bilchik, CNN Editorial Producer. Own Your Space provides practical tools and insights gleaned from workshops held around the world and from interviews with some of South Africa’s most accomplished women to provide you with tried-and-tested techniques, tips and advice to help you boost your career, enhance your confidence and truly own your space on every level. Own Your Space is the ultimate ‘toolkit’ to unleash your true power. It’s for the woman who wants to take her career to new heights and who is ready to fulfil her true potential.
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