December 2009

The Reach Personal Branding Newsletter – December 17, 2009

William Arruda

William’s Words

By William Arruda

A note from the Founder of Reach Personal Branding

The Santa Claus Issue

I am a fan of Santa Claus. It is not because his suit is Reach red or because he has a sack full of gifts. I am a fan because of the power of the Santa Claus brand. Many years ago, I wrote an article about Santa Claus, calling him the world’s strongest brand. I still feel he is an incredible model of successful branding. His brand is not only strong, it’s enduring. His brand value this year is at least what it was when I first wrote the article. I think we can all learn a lot from good ole St. Nick as we build our personal brands. Check out the article and let me know what you think.

Several months ago, I interviewed The Stress Coach, Jordan Friedman, about career-related stress. He recently reminded me that the holidays can be stressful too. So I thought you would appreciate this Santa-focused article from Jordan – Santa and Stress Are Coming to Town

I wish you a stress-free holiday filled with many opportunities to build your brand!

Kristen JacowayBloggers Corner

By Kristen Jacoway

Online and offline tips on how to grow your brand and make it glow.

Are you interested in setting up a Facebook Fan Page for your business but aren’t sure of the benefits? If so, read a blog post written by Dave Kerpen at BuzzMarketing Daily about the SEO factor of Facebook Fan Pages

Erik Qualman, author of Socialnomics, has two very powerful videos on YouTube about the impact Social Media is having on our lives and our businesses. His first video has already been viewed ~1,165,300 times! Check out Social Media Revolution. and his latest video Social Media ROI, Socialnomics.

If you are job searching be sure to check out Chad Levitt’s new article on “9 Action Items to Navigate the Coming Decade of 10% Unemployment,” for some excellent tips on marketing your personal brand online and offline.


Commercial Break

By William Arruda

What can personal branders learn from TV advertisements? Take a break and take a peak.

Target: “Happy Together”

I love this commercial because: I love every Target ad. They are always on-brand – demonstrating their creativity and touting their value. This ad is also great at expressing emotion. I love the relationship between the two young women.

This ad and YOUR personal brand: Think of the many different ways you can communicate your brand value and think about how you can inject emotion into all your communications.

To see more of William’s “Commercial Breaks” click here.

Marie Elena DuronMaria’s Media Methods

By Maria Elena Duron

Move from being just another “someone” in the crowd to expressing your unique strengths! Learn new strategies, practical tips and tactics to engage all communication avenues making you effective in reaching your unique audience.

Learn how Twitter can be utilized as a living, breathing recommendation and referrals page. Your own personal growing testimonial page to your personal brand is one of Twitter’s hidden benefits.

The Reach Personal Branding Newsletter – December 3, 2009

Rachel Gogos

Editor’s Note

By Rachel Gogos


I’m writing about blog SPAM because I hope my experience can save you time, money and any negative impact to your personal brand.

My blog got SPAMMED in a major way – approximately 12,448 pieces of information about cyalis, phentermine, acai berry, supreme headquarters, allis, herbs and many, many other products I’ve never heard of as well as various sexual things one can only find at a low-key “Adult Store” off of a highway rest stop.

Because these comments somehow got past the SPAM filter in WordPress they are actually located in my Comments section and also got approved as a result of the settings I had chosen on the back end of my blog. Bad move on my part.

I’ve asked around but there doesn’t seem to be a “bulk delete” option for “Approved Comments” only for SPAM. The greatest amount of “bulk deleting” you can do is 20 per page which means I have 619 pages of comments to delete. I’m estimating that would take about 11 hours of computer time.

At this point the only other option is to rebuild the blog from scratch which is also time consuming but will likely take less than 11 hours. I hope…

One major result of this problem is that I’ve stopped blogging because in order to rebuild the site each existing blog post will need to be individually downloaded and reentered on the new site with a backdate – more time consuming work.

How can blog SPAM impact your personal brand?

– Once you start blogging you shouldn’t stop if it’s an effective communications tool. Being consistent in your communications is necessary when building your personal brand.

– If the comments are visible it can attract unwanted attention.

– Since most people who read your blog don’t know you on a personal level they have no idea that comments on your postings that include profanity or information about products you don’t use are SPAM. People may assume some things about you based on the SPAM comments.

To avoid blog SPAM download a plugin called Akismet. A friend and newsletter colleague Kristen Jacoway recommended the Akismet plugin after I told her of my dilemma. Ever since adding Akismet to my blog I’ve had no SPAM.

My glass half full interpretation is that every blog site I build will definitely have an Akismet plugin. Live and learn…

Kristen Jacoway

EXUDE Your Brand

By Kristen Jacoway

Online and offline tips on how to grow your brand and make it glow.

Branding Your Email Signature

One of my colleagues, Maria Elena Duron, posted information on Facebook about a site called Wisestamp. You can go to and download a free version for your Firefox browser. It’s an excellent tool that can help you brand your e-signature. As of today Wisestamp is not supported on all email platforms, but is supported on many of the major platforms (i.e. Gmail, Yahoo Mail, AOL, Hotmail, Google Apps., etc. ).

You can include links to your social media platforms where you are active (they have 40+ social media platforms) and IM profiles. Also, you can enter your blog’s RSS feed. As you see below, my signature includes the four social media platforms where I have an active presence.

esignature jacoway[1]

The “Career Design Coach’s Blog” includes a link to read the most current blog post. When I publish a new blog post, the link is automatically changed to the new URL and title. As you are building your personal brand across various social media, Wisestamp provides an excellent tool. It supports HTML, so you can use a tool such as and “sign” your email with either your own signature (fee for this option) or with a font that you choose that most closely resembles your signature.


Commercial Break

By William Arruda

What can personal branders learn from TV advertisements? Take a break and take a peak.

Sheraton: “Belong”

I love this commercial because: What a great message – not to stay at a hotel – to belong. And Sheraton is doing a great job distinguishing a Sheraton experience from how you might feel at a competing hotel chain. (Disclosure: I do some work for Starwood Hotels, Sheraton’s parent company, and Starwood Hotels – W, Westin and Luxury Collection are my preferred hotels). The ad expresses a lot of emotion and communicates the brand attribute of ‘international.’

This ad and YOUR personal brand: Branding is about creating emotional connections with your target audience by using what makes you exceptional. How are you creating emotional connections with the people who can help you reach your goals? Is one of your brand attributes ‘international’? Find out with this quick quiz: Click here.

To see more of William’s “Commercial Breaks” click here.

David Perry

Kevin Donlin

Reach Branding Club Speaker Series

Featuring: David Perry & Kevin Donlin

Date: Thursday, December 10, 2009

Time: 9:00 AM Los Angeles 12:00 PM New York 5:00 PM London 6:00 PM Paris

CONFERENCE LINE: 1 (218) 486-1616

ACCESS CODE: 726017#


“Despite the fact that unemployment is higher than it’s been in 25 years, people are getting hired for good jobs in less than half the average time, by doing 3 things differently.” Attend the Reach Personal Branding Interview Series for December and listen as William Arruda asks David Perry and Kevin Donlin to explain this astounding scenario. They will share stories of people who got hired in 7 weeks (less than 1/3 the national average of 26.9 weeks) in Michigan – the state with America’s worst unemployment statistics.

  • In this guest expert interview you will learn:
  • The first thing you should do in a job search
  • The other 2 things to do differently in your job search
  • The easiest way to find a job
  • What is resume lingerie
  • Examples of Guerilla Job Search tactics
  • How to create a personal brand without spending a million dollars
  • How to penetrate the “hidden” job market
  • What you can do when an employer ignores your attempt to get an interview.
  • BIOS (TWO guest speakers this month):

    DAVID PERRY: Headhunter, speaker, co-author of the award-winning Guerrilla Marketing series with 21M books in print, David Perry is the managing partner of Perry-Martel International, one of North America’s most successful executive search and recruiting firms.

    David has been interviewed by ABC, NBC, CBS, CBC, CTV, The Wall Street Journal, New York Times, Fortune, and others. His articles have appeared in The Wall Street Journal, Forbes, Globe & Mail etc. He regularly speaks on executive search as well as job hunting. David has personally completed 1000 recruiting projects and negotiated more than $180M in salaries. Guerrilla marketing for Job Hunters 2.0 is his most recent book.

    KEVIN DONLIN: Kevin Donlin owns Edina, Minn.-based Guaranteed Resumes. Since 1995, his firm has provided resumes, cover letters and online job-search assistance to clients in 48 states and 23 countries. He is a contributing coauthor to Guerrilla marketing for Job Hunters 2.0 and Co owner of the Guerrilla Job Search System.

    Kevin has been interviewed by USA Today, The Wall Street Journal, Entrepreneur Magazine, WCCO Radio, WLTE Radio and KMSP TV, among others. His articles have appeared in the National Business Employment Weekly, Home Office Computing magazine, Twin Cities Employment Weekly, c|net online magazine and others.

    LINKS: Two free offers

    Audio CD, “Guerrilla Job Search Secrets revealed”: FREE audio CD gets you hired, even in “The Great Recession of 2009.”

    2 hour DVD of live show in Detroit, “Put America Back to Work”: