May 2009

The Reach Personal Branding Newsletter – May 27, 2009

Rachel Gogos Editors Note by Rachel Gogos Hello YOUnique Readers: I recently wrote my first blog post. It wasn’t easy and it took me lots of time. Coming from someone who has been a writer for many, many years this may sound surprising. I’ve written all types of copy from speeches for United Nations Secretary Generals to articles for The Wall Street Journal and other media publications. But writing in your own voice is vastly different than writing in someone else’s voice or writing a factual journalistic piece. To prepare for blog writing I have analyzed lots of blogs. Here is what I learned: Find your voice – be who you are and put your personality into your writing (just don’t forget to spell check)! Keep it short – keep copy to a minimum but get your point across. Keep it real – be honest with your readers. Once your reputation is tarnished it’s very, very hard to fix it. Incorporate your passions – part of your personality has to do with what you are passionate about. If you’re passionate about gardening but you are an HR professional find ways to tie gardening into your HR content. It can be done. Be creative – the more creative you can be but still remain on topic the more interesting your blog post will be and the more likely people will be to read it and recommend it. “Professional” posts – Make sure your content is consistently on topic for what you or your business do. So, if you’re an executive coach you don’t want to write a blog about how to change oil in your car. Also, always spell check and re-read your content before posting. Yes, you can be creative and professional. Connecting to YOU (the author) – having a picture of yourself on your blog and writing in the first person will help readers feel more connected to you. Update often – Often is a relative term. Keep content fresh and blog as often as you think your target audience may be checking for new content. Be YOUnique – by following all of the above you will undoubtedly be unique because there is only one you. Good luck and enjoy the world of blogging.

William ArrudaCommercial Break By William Arruda What can personal branders learn from TV advertisements? Take a break and take a peak. Nestle White Chocolate: Sweet Dreams You Can’t Resist I love this commercial because: It’s among the most creative ads I’ve ever seen. It is on my top ten list! It’s amazing on so many levels. This ad is a series of Maxfield Parish paintings strung together with a catchy tune. The connection between white chocolate and innocence/virginity is subtle but powerful. It is all about sex and virginity wrapped in wholesome goodness – a Nestle wrapper.

This ad and YOUR personal brand: Be creative in how you present your brand. Ask the most creative people you know how they would present you and your unique promise of value to the world.

Kristen Jacoway EXUDE Your Brand By Kristen Jacoway Online and offline tips on how to grow your brand and make it glow. LinkedIn is an online network of more than 30 million experienced professionals from around the world, representing 150 industries. There are a few features on LinkedIn to help you market your thought leadership. One new feature offered by WordPress and Typepad is the ability to feed your blog into your LinkedIn profile page. I really enjoy finding social aggregate services that allow you to feed from one online application into another. Go to your profile page, select applications, and click on the WordPress or Typepad (provided that your blog is hosted by one of these). A perfect way to build Google results is to brand your LinkedIn profile link (this tip is in Jason Alba’s book, “I’m on LinkedIn, Now What???“). Go to your profile page and click edit on your “Public Profile” LinkedIn URL. Replace the string of letters and numbers with your first and last name. One last strategy to market your thought leadership is to set aside time each week to answer questions in your area of expertise. You are helping people, and, simultaneously, getting your message out to your target audience.

Wendy Terwelp A Day In the Life…of Wendy Terwelp Edited by Rachel Gogos A monthly column that brings you up close and personal to a Preferred Personal Brand Strategist. Geographic location: Mequon, WI URL: www.knocks.com Target Audience: Entrepreneurs and Execs Began her business in: 1998 Became a brand strategist in: 2003

1. Do you work from home or an office? Tell us about your workspace. I work in an office building in Mequon, WI. I’ve got a conference room where I meet with clients one-on-one. It has motivational prints, books, and several volumes of success stories from my clients. My “work” office has a bulletin board with more cards and letters from clients. My desk has a laptop and works in progress.

2. What is a typical day like for you? There are no typical days. For example, today I just got back from an executive women’s group. A client, who landed a terrific job, invited me. It was fabulous to see her take charge, network, and help others make connections. Not only that, when she saw me she said, “Hey Wendy, look what I’ve become — thanks to you.” How cool is it when you can see your client being a rock star in action?

3. Toughest client and how you dealt with it? I learned you can’t change someone’s attitude. This is a favorite saying in the career industry (an industry I’ve been involved with since 1989) – and it is true. Because branding is an intense process, it’s important to have a positive attitude with a bent toward possibilities. Then, anything can happen!

4. What do you do really well? Help entrepreneurs and execs be rock stars at work. How? Personal branding, coaching, networking, connecting, speaking, writing, and more. Are you ready for your next big gig?®

5. What is your favorite part of the day? Any time I get a call, email or letter from a client saying, “I got the job!”


The Reach Personal Branding Newsletter – May 15, 2009

William Arruda William’s Words By William Arruda A note from the Founder of Reach Personal Branding. Those who know me know that I am passionate about TV commercials. I have been collecting them since I was young. In fact, I have an enormous collection of advertisements dating back to the 70s. Anytime anyone would visit my home, I would have them sit through some of my favorites. My friend John Palmieri reminds me of this all the time (I’m not sure he was as thrilled as I was about these required commercial breaks!). Sadly, most of my ads are on VHS (I know I am showing my age!). But thanks to the internet and YouTube, I have access to most of the commercials I had collected – Phewww! I admit there are a lot of absolutely trashy, sophomoric, dull, unimpressive and forgettable ads created each year –in fact, most ads fall into these categories; but there are some absolute gems – creative, effective, provocative, interesting, inspiring, memorable. And what makes me love these ads is the talent that’s behind them. How powerful to be able to impact people in just 30 or 60 seconds. Film-makers have 90 minutes, but ad men (and women) have a tiny slice of time to get their message across. I want to share my passion with you, so I will be showcasing my favorite ads of all time in a new feature called Commercial Break (this feature also appears as a weekly feature at marketingprofs.com as a daily chirp). You might expect a commercial break to promote some product from Reach, but in this case, we will be featuring lots of other companies and products. In addition to linking to the ad, I’ll include a brief description of how this ad relates to your personal brand – after all, it’s all about personal branding, isn’t it? Starting this month, you’ll see ‘Commerical Breaks’ in our newsletter. By the way, there are two ads I am looking for that I have not been able to source on the web: 1. The IBM customer service ad that takes place in a boutique in Paris and, 2. the Westin Hotels ad series that was filmed in sepia tone and ends with the tagline: Who’s he/she sleeping with? If you know where I can find these ads, I would be THRILLED to be able to get my hands (or feast my eyes) on them. THANKS! So here’s the first in the series of Commercial Breaks. I wish I could be there watching it with you!! Commercial Break By William Arruda What can personal branders learn from TV advertisements? Take a break and take a peak. The Softer Side of Sears I love this commercial because: Known for its hardware, Sears wanted to change brand perceptions by reminding people of their ‘softer’ line of products (fashion and accessories). The alliteration of the tag line and the clever use of hardware terms to describe fashion show the creativity of the ad team. This commercial attracts your attention and reminds you that Sears is more than hammers and household appliances. This ad and YOUR personal brand: Remember to be yourself and show all aspects of what makes you, YOU. Personal branding is permission to be yourself – your BEST self. Do you have a tag line?

Kristen Jacoway Bloggers Corner By Kristen Jacoway Each month I monitor several blogs that pertain to personal branding to bring you some of the most insightful postings that exist on the web. I share a couple of these with you below. If you have any questions or blogs that you recommend keeping an eye on please email me at YOUniquenewsletter@reachcc.com. How To Build Your Personal Brand on Facebook by Dan Schwabel takes an insightful look on leveraging Facebook for career success or as a means to keep in touch with friends and family. He provides 10 tips to help you express your personal brand. Cindy Kraft, the CFO Coach, wrote a post titled Career Protection Plan. This article gives interesting tips on career marketability and expressing your branded value proposition. Abby Locke wrote a blog post about revisiting resume best practices that has excellent strategies for crafting a targeted and marketable resume. She gives tips about brand statements and how to position them within the resume. Walter Akana’s thought-provoking post on job search includes five ideas and links to great resources.

Jordan FriedmanReach Personal Branding Speaker Series Produced by Susan Guarneri Featuring: Jordan Friedman, author of The Stress Manager’s Manual and co-author of Go Ask Alice Book Of Answers is the former Director of Columbia University’s health education program Date: Thursday, May 21, 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 1 (218) 486-1616 ACCESS CODE: 726017# Bust Your Stress to Boost Your Success Tense? Anxious? Overwhelmed? Losing sleep? Join the club: 80% recently surveyed by the American Psychological Association say they are seriously stressed by today’s economy, while nearly 30% blame the current financial crisis for keeping them up at night. Stress, whether it’s from money worries, upcoming interviews, travel hassles or rocky relationships, almost always gets in the way of professional success and optimal health. To learn more click here.

The Reach Personal Branding Newsletter – May 2009

paul-copcutt-head_shot3A Day In the Life…of Paul Copcutt Edited by Rachel Gogos A monthly column that brings you up close and personal to a Preferred Personal Brand Strategist. Geographic location: Dundas, Ontario, Canada – about 30 miles west of Toronto URL: www.squarepegsolution.com Target audience: Leaders in Fortune 1000 companies and their teams. Began his business in: 2002 Became a brand strategist in: 2004 1. Do you work from home or an office? Tell us about your workspace. Office is in the house; my daughter actually thinks it’s where I nap. She knocked on the door one day and asked if I had finished sleeping! I do some work, honestly! The desk has plenty of space to work on the computer or write, various notice boards and white boards are all around to keep me on track. There is a big picture of a mountain behind me and various inspirational photos and items around. Also there is a big bookcase with my collection of personal brand books and signed copies of business books. 2. What is a typical day like for you? The great thing about working from home is I can get the kids ready for school and see them off before I start my day most of the time. Next, review workload for the day. If I am in the office it’s typically client work, coaching. 3. Toughest client and how you dealt with it? The one that wants to leap forward to communicating their brand before they really have identified what it is – this can be both damaging and frustrating for them – because very often they have to come back and do the extracting of their brand again. Better to take a little more time and get very clear – then the expressing of that brand really is fun. 4. What do you do really well? Coach, speak and connect people –that is what I try to get across to clients everyday – focus on your strengths and delegate the weaknesses. It energizes and inspires me and others – when I get caught up in what I should not be doing I am not being my best for my clients or me. 5. What is your favorite part of the day? My ten minute review at the end of a day. What needs to get completed, what went well and celebrate that, what could have gone better and how can I learn from that for next time and finally what does the evening bring with my family.

EXUDE Your Brand By Kristen Jacoway Online and offline tips on how to grow your brand and make it glow. I am often asked, “How does my online identity help me in a job search?” So, I decided to take this opportunity to share my view on the subject. If built correctly, your online identity or Google quotient shows your thought leadership and expertise in a particular area. William Arruda and Kirsten Dixson developed the “Six Ps” of building your online identity and discuss a few of these strategies in their book, Career Distinction: Stand Out by Building Your Brand. LinkedIn, Ziggs, Spoke, etc. are great starting places to build your professional profile. Additionally, blogging in your area of expertise builds results on Google. If someone (i.e. recruiter, hiring manager, employer) googles you, your blog posts will be a part of your Google identity. If you are thoughtfully writing about initiatives in your field, providing helpful resources and other information, that will add pertinent information about you to your job search that a résumé on its own cannot provide. Remember, your résumé is being reviewed by a person who has a stack of résumés on their desk, and they are googling each candidate. Who stands out to them? Is it the person with no Google results? Probably not. A recent Execunet study found that 87% of recruiters and hiring manager do google potential candidates and 45% of them will eliminate candidates based on their findings. You want to project a clear vision of who you are and what you want to express online. The personal branding process can help you uncover what is unique about you. In today’s marketplace, you want to stand apart from everyone else who shares your job title. How you are different and what value can you provide to a company? An employer is looking for a candidate that can offer a unique promise of value.

Reach Personal Branding Speaker Series Produced by Susan Guarneri jordan-friedman-speaker-series-may-211Featuring: Jordan Friedman, author of The Stress Manager’s Manual and co-author of Go Ask Alice Book Of Answers is the former Director of Columbia University’s health education program Date: Thursday, May 21, 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 1 (218) 486-1616 ACCESS CODE: 726017# Bust Your Stress to Boost Your Success Tense? Anxious? Overwhelmed? Losing sleep? Join the club: 80% recently surveyed by the American Psychological Association say they are seriously stressed by today’s economy, while nearly 30% blame the current financial crisis for keeping them up at night. Stress, whether it’s from money worries, upcoming interviews, travel hassles or rocky relationships, almost always gets in the way of professional success and optimal health. To learn more click here .
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