June 2010

June 17, 2010: Issue 31

Rachel GogosEditor’s Note
By Rachel Gogos

Video Power

Watch this video – it’s 3 minutes long. If this video is successful, it will catapult Dr. Neha Sangwan to new heights of success. Neha entered a contest begun by Oprah Winfrey and Mark Burnett, the creator of Survivor, to host her own reality TV show on Oprah’s TV network, OWN. Can you imagine how three minutes can impact your career?

YouTube sensation and now International pop music star Justin Bieber was discovered because of his homespun videos. His first ever video on YouTube has nearly 18 million views and it’s 2.4 minutes long.

Nearly a month ago Ellen Degeneres started her own record label eleveneleven and signed on 12-year old Chance Grayson as her first musician. Nearly 30 million views of his first 2.38 minute video, a rendition of Lady Gaga’s Paparazzi!

Not bad for a small investment – the cost of a video camcorder.

Back to Neha – since most of us can relate to her better than 19-year old Justin or 12-year old Chance, she is a mechanical engineer turned medical doctor who stopped practicing medicine in a traditional setting to start her own “practice.” Today, she runs an executive health and leadership company where her work focuses on the link between health and communications and how it impacts team performance. Neha literally helps her “patients” connect the dots between what one thinks, says, feels, eats and does! She has an interesting and highly differentiated brand!

By entering Oprah’s contest Neha is doing several things to market her personal brand and grow her audience – things she wasn’t even aware of since her primary goal is to host the new reality show on OWN and win the contest.

Here are a few things she’s doing that you can learn from:

  • Use video to accentuate what differentiates you – A picture is worth a thousand words a video is worth a million!
  • A tight deadline – Entering the contest was the impetus Neha needed to start using video. She had been thinking about it for a while.
  • Oprah and Neha forever – By uploading the video to Oprah.com Neha’s Google search results will always link the two. It’s a lot cheaper and more powerful than buying ad space on Oprah.com.
  • Visibility – Hundreds of thousands of people will see the entries to Oprah’s video contest. Oprah may do a promotion on her show, she may show “runner-up” videos, who knows what she’ll do given her promotional savvy. Regardless, something good is bound to come from entering the contest whether Neha wins or not.
  • Connect with your network and build community – I received an email from Neha asking me to vote for her. She’s an old friend (full disclosure) and some time had passed since we had spoken. Her email went like this, “As one of my closest childhood friends, I couldn’t help but enlist you in my latest crazy venture…please VOTE, POST A COMMENT and SHARE WITH YOUR PEEPS! You’re not going to believe what I’m up to….” Look what her email led to.
  • Viral marketing – Justin did it, Chance did it, why not Neha?
  • Reuse the video – Neha can tweak the video and use it over and over again on YouTube, as a marketing tool for her business, etc.

So dear YOUnique readers…did you vote for Neha? Regardless, take a page from her book and use video to build your brand!

And if you need help creating your video reach out to Reach’s partner, videoBIO!

Kristen JacowayEXUDE Your Brand
By Kristen Jacoway

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

If you are serious about managing your career then one of the best ways to demonstrate your expertise and market your strengths is through blogging. You know you want to blog, you know you need to blog but you are not sure where to get started and how to maintain it.

    Choose a platform. WordPress.com and Blogger.com are two platforms that do not require any coding to customize your blog. Typepad.com and WordPress.org both require some tech-savvy, but you can opt for some straightforward themes to start and be on your way. Typepad is a paid service (monthly). WordPress.org is free, but you have to find hosting (i.e. BlueHost, GoDaddy, etc.)

  • Secure your own name as your domain name. I originally hosted my website/blog at Typepad and was able to point my own domain name at the http://www.kristenjacoway.typepad.com domain name. It makes a huge difference if you don’t have to give someone a long URL–they won’t remember it and driving traffic to your blog will be difficult.
  • Spread the word: Feed your blog into Facebook (see my blog post on how to do this), Twitter using TwitterFeed or a plugin), LinkedIn, etc. The if you build it, they will come theory doesn’t work well in a world where there are 8 billion websites. Let people know where to find you and include your blog’s URL on all your social networking platforms, your email signature, your business cards (online – like Business Card2 and in print), when you comment on other blog posts, etc.!
  • Publish on a consistent basis–pick the days of the week when you plan to post (you may want to track with Google Analytics to see how well certain days of the week drive traffic. Also, take note of which topics are popular. As you develop a readership, people will come to depend that they can visit your blog / website on certain days and see new content. Even if you only commit to blogging twice per month, choose dates like the 15th and the 30th. Publicize your publishing dates in your post (eg: In the next post coming up on the 30th of this month, we will look at….).
  • To help you find keywords while writing a post install SEO Blogger on your Firefox browser to optimize as you write. You can type in a word and it will generate the most popular keywords people are searching that relates to that word.
  • Just do it! I remember when I first heard the term “blogging” in one of my classes. I had no idea what blogging was and why I needed to blog. Now that I’ve been blogging for two years, I’m glad I took the leap of faith and jumped in with both feet.

Do you want some additional steps in starting your blog? One resource I’d recommend is “31 Days to Build a Better Blog” by Darren Rowse. It’s available for sale here.


Commercial Break

By William Arruda

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

Wendy’s: Where’s The Beef?

I love this commercial because: Wendy’s created a catchphrase that became viral – long before viral marketing was prevalent and important. I would look forward to these ads, waiting for Clara Peller to say “Where’s the beef?”

This ad and YOUR personal brand: Do you have a phrase you use over and over – like Martha Stewart’s “It’s a good thing” or Tracy Jordan’s “What’s happ’n Chief?” or Tim Gund’s “Make it work.”? I’m not suggesting you create one, but if you have a catchphrase, flaunt it!

Mitch Joel

Reach Branding Club Speaker Series

Featuring: Mitch Joel

Date: Thursday, July 15th, 2010

Stay tuned for registration and call-in information.

Six Pixels of Separation – How Your Personal Brand Connects In a Connected World

Every Sales, Marketing and Business Development team is made up of individuals whose success depends on how well they have self-defined their Personal Brand.

So says Mitch Joel, author of Six Pixels of Separation and guest expert on the July 2010 Reach Personal Branding Interview with William Arruda.

According to Mitch, increased sales and business success is not about pushing employees, it’s about empowering them. Branding is not just for multi-national companies – we are all brands.

In this interview, you will find out how to make your personal brand shine and learn:

  • How digital marketing, social media, and entrepreneurship intersect,
  • Where opportunities exist in the new trends,
  • What the concept “in praise of slow” has to do with communication,
  • Why personal branding matters more than ever,
  • What the most effective methods are to promote your personal brand,
  • What the best methods are to grow and sustain your brand visibility, and
  • How to stand out despite the overload of online distraction


Mitch Joel is President of Twist Image – an award-winning Digital Marketing and Communications agency. He helps people define their personal and corporate brands through insights that simplify goals and values and ignites new ways of growing your business, community and inspiring your personal life.

In 2008, Mitch was named Canada’s Most Influential Male in Social Media, one of the top 100 online marketers in the world, and was awarded the highly-prestigious Canada’s Top 40 under 40, which recognizes individuals who have achieved a significant amount of success but have not yet reached the age of 40. His newspaper business column, New Business – Six Pixels of Separation, runs bi-monthly in both The Montreal Gazette and Vancouver Sun. Mitch’s book, Six Pixels of Separation, published by Grand Central Publishing – Hachette Book Group and named after his successful Blog and Podcast, is a business and marketing best-seller.

Sign up for your copy of YOUnique– The Personal Branding Newsletter – Click Here.

June 3, 2010: Issue 30

William ArrudaWilliam’s Words
By William Arruda

A note from the Founder of Reach Personal Branding.

The City That Doesn’t Sleep But Gathers Personal Branders

Wow! Recently there were several Reach-Certified Personal Branding Strategists in the Big Apple – some came to have their videoBIOs produced and others were here to participate in a Reach client engagement with one of our biggest clients. Since we were going to have this impressive group in NYC all at the same time, I decided to host a small cocktail reception at a great bar/restaurant in Chelsea – Nooch (Jasmine, the bartender, makes the best ginger martinis in town!). I invited a few clients and some colleagues who have some really cool businesses in the city. The small, intimate cocktail – which I thought would last for an hour and a half – turned into an all-night event with at least 35 people. Nooch didn’t know what hit them and I feel really sorry for the people who came seeking a quiet evening meal.

What amazed me about the group is the incredible openness and desire to get to know everyone there. It was one big love-fest! I am still receiving emails from people who attended.
It thrills me to have a brand community with so many great people and to have the opportunity to connect with them in person.

Who’s in your brand community?


Commercial Break

By William Arruda

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

American Express: Ellen: Dance to Your Own Tune

I love this commercial because: It’s all about individuality and that’s what personal branding is about too. Ellen has become a huge success because she is willing to be who she is. Her brand attributes of quirky and fun and her passion for dancing (she dances among the studio audience before every one of her shows) make her one-of-a-kind. (click here to find out if ‘quirky’ is one of your brand attributes). The conclusion is that American Express treats you like an individual.

This ad and YOUR personal brand:Are you willing to be yourself – to put who you are into what you do and how you do it? Personal branding is based in authenticity, not in creating an image for the outside world. Be yourself – your best self!

Reach Branding Club Speaker Series

Featuring: Seth Kahan

Date: Thursday, June 10, 2010

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

There are only 150 spaces for the live call.

No need to register, just dial-in early to secure your spot:

CONFERENCE LINE: 1 (218) 486-1616

ACCESS CODE: 726017#

Getting Change Right: How Leaders Transform Organizations from the Inside Out

Change does not flow top-down, bottom-up, or sideways, but inside out. Real change happens only when people want it to happen; when they feel engaged. Without engagement, you are left with two alternatives: force and failure. Seth Kahan, author of Getting Change Right, challenges you to approach change in a whole new way. In the June 2010 Reach Personal Branding Interview with Seth and William Arruda, you will learn about Seth’s new model of leadership communication and how to:

  • Create rapid, widespread engagement
  • Communicate so people get it and spread it
  • Energize your most valuable players
  • Understand the territory of change
  • Accelerate change through performance communities
  • Generate dramatic surges in progress
  • Break through logjams, and
  • Attain WorkLifeSuccess in the midst of change


Seth Kahan is an international speaker, trainer, and consultant who has worked with CEOs and senior leaders responsible for large-scale change around the world. He writes Fast Company’s expert blog, Leading Change (SethFast.com), and is a regular contributor to the Washington Post column “On Success” (SethPost.com). Seth is recognized as a Visionary by The Center for Association Leadership and a Thought Leader and Exemplar in Change Leadership by The Society for the Advancement of Consulting.

An Associate of the Taos Institute, Seth started out as a street theatre performance artist and participated in rites of passage as part of his work. The lessons he learned in these two far-flung fields contribute directly to his success in large-scale, innovative change. Today Seth consults primarily with visionary leaders, who are intent on improving society and humanity’s place in the world.



SPECIAL: Summer Reach Personal Branding Certification Program & Earn ICF Credit

Course: You’ve asked for it, and we’ve added it! A Summer session of the Reach Personal Branding Certification program has been added to the calendar as a result of high demand.

When: June 8th at 11am ET through July 27th. Two classes will be held during the first week in order to complete the program by August.

Description: The Reach Personal Branding methodology is a comprehensive, three-step process for uncovering, communicating and nurturing your personal brand. It is the result of 20 years’ corporate branding expertise applied to the new world of work and the current challenges faced by entrepreneurs, small business owners, executives, professionals and job seekers.

To Register: Click here.

About the Facilitator: William Arruda’s co-author, Kirsten Dixson of Career Distinction: Stand Out By Building Your Brand will be the program facilitator.

A previous participant had this to say about Kirsten, “Kirsten will help you think clearer, faster, and farther—driving results at the level of image and substance, ultimately resulting in more keener messaging, product/service differentiation, and market share.”

~ Lance Lee, PhD
CEO, Agilestar, Inc. and President, Center for Relationship, Silicon Valley

We anticipate that this special summer session will sell out, so secure your spot today. This program is also ICF-approved for 50 CCE units.

Contact Kirsten Dixson with any questions at kirsten at kirstendixson dot com or 1 212 537 9120 ext. 3.

Sign up for your copy of YOUnique– The Personal Branding Newsletter – Click Here.