Archive for September, 2011

William’s Words: Personal Branding Advice from Dr. Seuss

Thursday, September 22nd, 2011
William ArrudaWilliam’s Words
By William Arruda

A note from the Founder of Reach Personal Branding.

Personal Branding Advice from Dr. Seuss

In my most recent William’s Words, I shared with you personal branding advice from my mom – things I learned at a very early age. Well, just the other day, I came across a Dr. Seuss quote that screamed personal branding. So I did a little research and learned that even though I like to think of myself as the first person to regularly share personal branding advice, it actually might be Dr. Seuss. Here’s some personal branding wisdom written in true Dr. Seussiness.

On authenticity…
“Be who you are and say what you feel, because those who mind don’t matter, and those who matter don’t mind.”

“Today you are You, that is truer than true. There is no one alive who is Youer than You.”

“You are you. Now, isn’t that pleasant?”

On differentiation…
“Why fit in when you were born to stand out?”

On setting goals…
“You have brains in your head. You have feet in your shoes. You can steer yourself any direction you choose. You’re on your own. And you know what you know. And YOU are the one who’ll decide where to go.”

“Only you can control your future.”

On the benefits of personal branding…
“You’ll be on your way up! You’ll be seeing great sights! You’ll join the high fliers who soar to high heights.”

“And will you succeed? Yes! You will indeed! 98 and 3/4 percent guaranteed.”

I hope you enjoy those quotes as much as I do!


Using the Web for Work: How Twitter Can Help Your Job Hunt

Thursday, September 22nd, 2011

Using the Web for Work
By Kristen Jacoway
Whether you’re an entrepreneur or a job seeker learn about the latest and greatest tools to help you succeed.

How Twitter Can Help Your Job Hunt
A great networking opportunity for people are Twitter chats. You can find chats within your industry or you can attend chats to help you with your career marketing. I’m going to highlight several of the chats that may be of interest to you and then explain how a chat works on Twitter.

  • #JobHuntChat – Every Monday from 10:00 – 11:00 p.m. ET. This chat is for a community where job seekers, career coaches, recruiters, human resource professionals, and hiring managers come together. Each week, #JobHuntChat focuses on 6 questions from job seekers and then practicing industry experts offer solutions.
  • #CareerChat – Tuesdays at 1:00 p.m. ET
  • #InternChat – Tuesdays at 7:00 p.m. ET
  • #GenYChat – Wednesdays at 9:00 p.m. ET
  • #HFChat – Fridays at 12:00 p.m. ET. HFChart is a part of HireFriday – movement where job seekers are marketed instead of job openings.
  • #Linkedinchat – Tuesdays at 7:00 p.m. CT. Linkedinchat covers topics about LinkedIn and leverages this social media platform.
  • #Blogchat – Sundays at 8:00 p.m. CT. Blogchat gives people an opportunity to discuss their blogs and gain unique insights from experts and amateurs in the industry.

You can find a more detailed list of 488 (and counting) Twitter Chats here. This list includes the name of the chat, description, host/moderator, a hyperlink to lead you to more information, and the day/time for the chat.

The best way to “follow” a chat is to set up a column and follow the conversation by conducting a search for the hashtag (see below). Let’s walk through an example:

As you can see from the image someone posed this question on #jobhunt and #careerchat. If I wanted to provide an answer to him, I would add the “@” before his Twitter user name and answer the question followed by “#jobhunt #careerchat” so that it shows up during the live chat and other people can see my answer. The “#” sign is called a hashtag. Hashtags are a way for Twitter users to organize themselves: if everyone agrees to append a certain hashtag to tweets about a topic, it becomes easier to find that topic in a Twitter search. (More information will appear in my upcoming article on “How to Use TweetDeck or HootSuite in Twitter Chats”).

Kristen Jacoway is the principal of Career Design Coach and authored the book, “I’m in a Job Search-Now What???


Personal Branding Across Cultures: Building Relationships Online: The Importance of Social Media to Cross-Cultural Branding

Thursday, September 22nd, 2011

Personal Branding Across Cultures
By Marcela Jenney
How does personal branding “translate” around the globe in other cultures?

Building Relationships Online: The Importance of Social Media to Cross-Cultural Branding

Today, the universal reach of social media has the capacity to influence cross-cultural branding like never before. In fact, the introduction of Facebook, Twitter, LinkedIn and other social media giants has empowered ‘solopreneurs’ and small business owners (in the US) to compete with large corporations in their ability to connect with consumers, businesses and the media.

Despite its widespread popularity in the US, social media usage and acceptance diverges in some parts of the world. In a article, 3 Social Media Lessons for Global Marketers, author Amadou M. Sall notes that Germany currently lags behind the US in adopting social media. Only 58% of German Internet users are on social networking sites, compared to 77% in the US. The most popular networking site in Germany is StudiVZ, although Facebook is rapidly gaining market share. Moreover, Germans typically have privacy and safety concerns, as they don’t trust unofficial sources and tend to shy away from openly sharing personal data online.

Although 9 out of every 10 Chinese citizens utilize social media, their online community vastly differs from those of us in the West. In Field Report: Shanghai and China’s Social Web, also written by Amadou M. Sall and appearing on, the author writes that the Chinese Internet users gravitate toward different tools and websites, including Baidu, Tencent QQ and Cina. In fact, Western-owned social media sites like Facebook and Twitter are blocked by a firewall in China, rendering them basically irrelevant. Furthermore, Chinese brands and consumers gravitate towards ‘pay-to-play’ social networking sites (SNS) rather than creating their own.

So don’t make the mistake of taking a ‘one-size-fits-all’ approach to cross-cultural social media. It will only detract from the strength of your brand, and plant seeds of doubt in the hearts and minds of target markets beyond your borders. Instead, do your homework/research and take the necessary time to adapt your social media communication to fit diverse cultures and ethnicities. This important step will enable you to significantly bridge the gap that separates your brand from global consumers and businesses, and to forge lasting and strategic relationships with them.

Marcela Jenney is an international entrepreneurial marketing expert, business coach and consultant with over 20 years of experience. She partners with language service providers as well as professionals from culturally diverse backgrounds.


What’s ON: Issue 59

Thursday, September 22nd, 2011

Editor’s Note: How Many Friends Do We Need?

Thursday, September 8th, 2011
Rachel Gogos

Editor’s Note

By Rachel Gogos

How Many Friends Do We Need?

Many of the well-known mega-bloggers and social media gurus used to say that we should “friend” and “follow” every one that followed us back. It was the “right thing to do” in a new social world that didn’t have any norms or easily understood behavior traits.

Fast-forward to September 2011 and many are now singing a different tune. In fact, one of the things making them happy about Google+ is the chance to start over, to be more selective about whom they accept into their online social circles. Chris Brogan recently wrote about his first glimpse of Google+ here and, he also did something else VERY interesting, he “unfollowed” ALL of his Twitter followers and he had into the 6 digit numbers!

Jay Baer of Convince and Convert wrote an excellent post on Tuesday called “Social Media, Pretend Friends, and the Lie of False Intimacy.” Among many important points he makes, he talks about that feeling of knowing our online friends yet missing some of the most important pieces of their lives. Missing that real intimacy that makes a friend, a real friend.

Have we diluted the word “friend?” Is it now just another commodity like oil and coffee? We see it everywhere online and not just on Facebook but on many, many web and blog sites too. Some of us use it as a verb in everyday conversation.

Tools exist to evaluate our “Klout” in the online world, but at the end of the day what really matters? Is it about quality or is it about quantity? And if I have quantity do I necessarily also have real clout?

I’ve always felt that the social mores of social media were very similar to the ones we practice in every day life – choose your friends wisely because someone can tell a lot about you just from the company you keep. The friends we influence most are those that we have meaningful interactions with.

I’m curious, what do you think?

Rachel Gogos is the Chief Brand Builder at brandiD, a digital marketing and web design firm specializing in building unique, attention-getting, online identities through personal branding, social media, and highly differentiated WordPress sites.


Career REinvention – Dream BIG!: Strategies & Techniques for Career Reinvention: Résumés

Thursday, September 8th, 2011
Career REinvention – Dream BIG!
By Randi Bussin
Looking for your dream job? Ready to try something new? Helpful tips and tools to move you from one career to another.

Strategies & Techniques for Career Reinvention:

One of the biggest challenges for career reinventors (after you have figured out what you want to do) is how to present and market yourself. Here are some tips to pave the way:

TIP ONE: Perception Drives Reality
Before writing a reinvention résumé, think about where you are going and how you want to be perceived by a prospective employer. Get a handle on the positions and industries you are targeting. This gives your résumé a focus and theme, which will dictate what information you include, how, and where.

TIP TWO: Do Your Homework
Do your homework before writing. This means doing your research, online and offline, about the industry, the company and the potential hiring manager so you understand—and can reflect—the skills and competencies of their most attractive candidates. In addition, you will need to know the “lingo” of your new field.

TIP THREE: Include the Right Keywords

Keywords are very important in résumé writing since they are the foundation for how hiring managers search for and identify candidates in résumé databases.

Be sure that your résumé is sprinkled with the keywords that are relevant to your career goals and how you want to be perceived. Keywords should be included in the Summary or Profile section at the beginning of the résumé. You also can include them in a bulleted format in a separate section titled Core Competencies or Professional Qualifications

TIP FOUR: Showcase Achievements
Populating your resume with strong achievements and success stories is the key to resume writing. This can be easier when moving between similar roles; however, when writing a reinvention résumé, you have a much harder job. You’ll need to:

  • Come up with career achievements or career success stories, in general AND THEN
  • Translate these success stories into a language that a hiring manager in a new field can understand.

TIP FIVE: Include all Relevant Information
When writing a résumé for a career reinvention, do not discount previous or older experience, community service, or volunteer roles. Look at everything in your life and professional experiences to demonstrate those aspects or yourself that you want to showcase.

Randi Bussin, a Career Reinvention strategist, guides executives and business owners towards a renewed sense of direction, an actionable career reinvention and personal branding plan.


Personal Brand Book Reviews: The Unauthorized Guide to Doing Business the Jamie Oliver Way

Thursday, September 8th, 2011
Personal Brand Book Reviews
By Paul Copcutt

Wondering if you should read “that” book? A seasoned personal brand strategist offers his in depth reviews.
The Unauthorized Guide to Doing Business the Jamie Oliver Way – 10 secrets of the irrepressible one-man brand.

© 2010 Trevor Clawson – 210 Pages, Paperback

The Unauthorized Guide to Doing Business the Jamie Oliver Way – 10 secrets of the irrepressible one-man brand.

5R Score: 29/35

Main Focus:

  1. Be yourself, but more so
  2. Extend the brand
  3. Build on what you’re good at
  4. Remember the social dimension
  5. Become the face of a supermarket
  6. Deal with adversity
  7. Go international
  8. Protect the brand
  9. Be controversial
  10. Be bold

Five Key Take Aways (actually 7!)

  1. Sign on.
  2. Establish an account on each of the major sites.
  3. Post something.
  4. Tweet something.
  5. Connect with someone.
  6. Do it yourself.
  7. Do it every day.

On a scale of 1-7

  • Relevance – is it right for personal branding? – 7
  • Resonance – does it make sense to the reader? – 6
  • Relation – is there a connection for everyone? – 4
  • Remarkability – does it stand out, will it get noticed? – 5
  • Real – does the personal brand come through? – 7

Would you pick it up?

Normally, I would not have noticed this book, but it was one of those “others also bought” books that you get when checking out from purchasing online (see it does work!) and I am really pleased I took a gamble on it (I liked the title and the subject matter and most readers would be immediately aware of who Jamie Oliver is). This is a UK published book so it may be harder to find in North American book stores, but worth the search, especially for the self-employed / entrepreneur looking to work on their personal brands.

As the title lets you know this is not an interview of Jamie Oliver and he had no part in putting this book together, but the author Trevor Clawson has done an excellent job of dissecting Oliver’s personal brand and relating it to his business success.


One of the few books on celebrity personal brands this book does a much better job than any of the others I have read. It is especially relevant for the small business owner, certainly more so than for someone in a corporate career, although they would still get plenty of insight and enjoy the read.


The book does not go in to any great detail about a specific personal branding process or approach, so if you are looking for that then there are others out there that would more readily satisfy that need.

What it does do however is really open your eyes to the fact that defining, developing and continuing to work on your personal brand can really pay dividends. I would have to disagree with the author when he talks about Oliver’s brand being born at some point (we all have a personal brand) – what was really happening was that he had finally defined what it was and started to realize what he could do with it.


For the entrepreneur there is a lot of content that is very relevant and even provides good insight in to times that Oliver’s brand has not lived up to its definition. Also the book is up to date, talking about recent moves Oliver has made in the midst of the recession and the benefits of his strong brand and consistent focus in his greatest strength – namely food.


The challenge for this book is in the marketing and getting people to purchase it. I will certainly be checking out others in the series. I really enjoyed reading it, in part because I am an Oliver fan, but also because I liked the writing style, excellent research and insight and how the author made the whole subject matter easy to understand – after all personal branding is not rocket science – unless you are a rocket scientist!


The real personal brand of Jamie Oliver came through, the author has to be commended for his work. He has provided great insight in to a strong personal brand that has developed a company that truly lives it values and mission to “help as many people as possible eat better food and live a better life”.

Paul Copcutt, Personal Brand Architect, is a sought after speaker and coach who uses real client stories and practical applications to help successful professionals and executives get clear about their uniqueness.


Meet William Arruda at the ICF Conference in September

Thursday, September 8th, 2011

William Arruda and 16 other Reach Certified Strategists will be in William Arruda - 90 pixel bayerattendance at the ICF Conference in Las Vegas from September 24 – 27th.

Reach Personal Branding will be hosting a table in the Exhibit Hall. While you’re there, please stop by to say “hello,” to enter our drawing for one of three Kindle copies of Career Distinction: Standing Out by Building Your Brand by William Arruda and Kirsten Dixson, and to take advantage of special “Conference Only” specials for October 2011 360Reach and Personal Brand Strategist training programs! You’ll be able to take advantage of all of this live at the conference.

If you are planning to attend the ICF conference and you wish to be notified of specials that will be offered onsite at the ICF Conference during the event in Las Vegas, add your name and email address below.


We’ll be sending you a few more emails prior to the conference and while you’re at the conference. You can opt-out at any time by clicking the unsubscribe link at the bottom of any email we send.

Tara Kachaturoff . Client Programs Manager .


September 2011 Reach Personal Branding Teleseminar

Thursday, September 8th, 2011

This event is sponsored by:
Stress Coach U – The telecourse that will add a sought after service to your work.

Date: Thursday, September 15, 2011
9:00 AM Los Angeles 12:00 PM New York
5:00 PM London 6:00 PM Paris


WARNING! By attending this interview, you will be pushed beyond your comfort zone. You will be asked to invent the status quo, not just meet it. You will be pressured to stop dragging your feet and take risks you’ve been postponing. Are you up for the challenge? Are you ready to Poke The Box?

Seth Godin is our distinguished guest for the September 15, 2011 Reach Personal Branding Interview at noon EST. Seth will discuss his best-selling book Poke The Box in an interactive, one-hour conversation with William Arruda, founder of Reach Personal Branding.

In this interview, which will be recorded, you will learn:

  • How Seth invented the new status quo for publishing
  • What it means to “poke the box”
  • Creative ways to overcome your fears of starting projects
  • Seth’s greatest failure and why failing is encouraged
  • How to stand out from the crowd and be remarkable
  • How to be a linchpin
  • What is means to lead a tribe
  • Seth Godin’s perspective on personal branding
  • How to get started on any project in three easy steps

***Spoiler Alert! In case you wanted to get started before the interview:
1) Don’t think about it. 2) Just start. 3) Keep starting.

BIO: Seth Godin

Seth Godin

Seth Godin has written thirteen books that have been translated into more than thirty languages. Every one has been a bestseller. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything.

American Way Magazine calls him, “America’s Greatest Marketer,” and his blog is perhaps the most popular in the world written by a single individual. His latest book, Poke The Box, is a call to action about the initiative you’re taking – in your job or in your life. Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

As an entrepreneur, he has founded dozens of companies, most of which failed. Yoyodyne, his first Internet company, was funded by Flatiron and Softbank and acquired by Yahoo! in 1998. It pioneered the use of ethical direct mail online, something Seth calls Permission Marketing. He was VP of Direct Marketing at Yahoo! for a year.

His latest company,, is ranked among the top 125 sites in the US (by traffic) by Quantcast. It allows anyone (even you) to build a page about any topic you’re passionate about. The site raises money for charity and pays royalties to its million plus members.


Handout: Reach Interview Series Handout for September 2011

You can download the audio here after the interview on September 15th.

The September 2011 Reach Personal Branding Interview Series is sponsored by:

Stress Coach U

Stress Coach U: The Telecourse That Will Add a Sought-After Service to Your Work

*Earn CCEs pending ICF approval
Learn how to use and teach practical stress management techniques to advance your clients’ progress, strengthen your colleagues’ performance and distinguish your business and brand – all while reducing your own stress.

Jason Friedman

Jordan Friedman, a.k.a. The Stress Coach and former director of Columbia University’s health education program, teaches coaches, counselors, trainers and others during this dynamic 5-session series that includes videos, handouts and marketing material to boost the effectiveness and value of your work.

Stress Coach U starts October 29th and early birds receive 20% off! Space is limited, so learn more and register now at:

If you would like to sponsor an upcoming Speaker Series Interview, please send an email to advertising at reachcc dot com.

What’s ON: Issue 58

Thursday, September 8th, 2011