September 2009

The Reach Personal Branding Newsletter – September 30, 2009

William Arruda

William’s Words By William Arruda A note from the Founder of Reach Personal Branding When I left the corporate world (I was working for IBM in Paris), I loved the freedom that comes with being an entrepreneur. I enjoyed establishing my own operating principles for Reach. And I was beside myself with the excitement of creating something new – a company not like any other. But I also felt incredibly isolated. I went from working on a large international team to working by myself. I was lonely. The description for my Myers Briggs personality type says “ENFJs have the tendency to be hard on themselves and turn to dark thoughts when alone.” So I knew I was not meant to be a solo-preneur. That’s one of the (selfish) reasons I developed the Reach Personal Branding Certification Program. I wanted to have colleagues – and back then, there were only five of us running personal branding companies; so colleagues were hard to come by! Now, I’m fortunate to have colleagues – over 500 career and business experts in 23 countries who are using the Reach Personal Branding methodology to help their clients achieve the success they deserve. Success doesn’t happen in a vacuum. It is important to be connected to people with different perspectives and expertise. That’s why I am thrilled about the Reach Certification Program which runs four times a year. It’s a great way to promote our proven personal branding methodology all over the world and an incredible opportunity for me to be connected to an ever-growing community of fascinating and interesting professionals. Who’s in your brand community?

Maria Elena Duron

Maria’s Media Methods By Maria Elena Duron Move from being just another “someone” in the crowd to expressing your unique strengths! Keep reading to learn new strategies, practical tips and tactics to engage all communication avenues making you effective in reaching your unique audience. Making It With the Media For three years, I’ve had a spot on our local CBS station as the local “go to” person for questions about branding, marketing and business. In addition to that Thursday morning spot, any time they need a snippet of information, a quote or a comment, the local media comes to me first. This has translated into statewide recognition and articles in national publications such as Entrepreneur Magazine. This didn’t happen by accident. Here’s what you can do to make it with the media. Start in your local market, no matter the industry you are in and become that big fish in the small pond. You can expand afterwards so start solid now. To read more click here.

commercialbreak2 Commercial Break By William Arruda What can personal branders learn from TV advertisements? Take a break and take a peak.

MasterCard: Priceless (Kids)

I love this commercial because: MasterCard has done an amazing job connecting their brand to emotion. The entire series of ‘priceless’ commercials is great. The challenge is that we don’t feel that same emotional connection to the cards in our wallet. It’s still hard (for me anyway) to see any difference between MasterCard and Visa. This ad and YOUR personal brand: You can deliver the best communications and increase your visibility but you need to be differentiated from your peers if you really want people to choose to work with you. What differentiates you? To see more of William’s “Commercial Breaks” click here.

Mark Goulston

Reach Branding Club Speaker Series Featuring: Dr. Mark Goulston Date: Thursday, October 15, 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# JUST LISTEN: THE NEW SECRET WEAPON FOR GETTING THROUGH TO ABSOLUTELY ANYONE BIO: Mark Goulston is a psychiatrist, business consultant, executive coach, and a hostage-negotiation trainer for the FBI. A best-selling author whose books include Get Out of Your Own Way and Get Out of Your Own Way at Work, he writes an Internet column on leadership for Fast Company as well as a syndicated column, “Solve Anything with Dr. Mark,” for Tribune Media Services. Frequently called upon to share his expertise with the media, he has been quoted in The Wall Street Journal, Harvard Business Review, Fortune, Newsweek, Time, and Reuters; has offered commentary on NPR, CNN, and Fox News; and has appeared on Oprah and The TODAY Show. He lives in Los Angeles, California. JUST LISTEN is about moving tough-to-reach people through the “persuasion cycle” from resistance to listening, from listening to considering, and gradually all the way to not only “doing”, but “glad they did” and “continuing to do.” In this guest interview with Dr. Mark Goulston, author of JUST LISTEN, William Arruda (founder of Reach Personal Branding) will explore the rules and techniques that anyone can use to:

  • Get their own emotions under control and rewire their brain to listen,
  • Make people “feel felt” even if they take issue with what a person is feeling,
  • Sincerely be interested (as opposed to acting interested) in what someone else has to say,
  • Help people “exhale” both emotionally and mentally,
  • Turn dreaded complainers and obstructers into allies by making them feel important,
  • Avoid projecting a dissonant image, as well as making false assumptions about others,
  • Be willing to be transparent and know when someone else needs an “empathy jolt”,
  • Go beyond transaction to transformation by genuinely relating, and
  • Make sincere and meaningful amends with a Power Apology and much more.

The Reach Personal Branding Newsletter – September 17, 2009

Rachel Gogos

Editor’s Note By Rachel Gogos Tarnishing Your Brand Since Kanye West has gotten more publicity than Obama’s Health Care Plan, the upcoming G-20 and Patrick Swayze’s untimely death combined, most of you have probably seen West’s recent flub at the VMA Awards where he literally took the microphone out of Taylor Swift’s hands as she was making an acceptance speech for the Best Female Video of the year award. West took it upon himself to express his personal opinion that Beyonce’s video was better than Swift’s. It was like a scene out of “What Women Want” where we could actually hear what West was thinking only he said it out loud! Was it simply a bad day for West or did we get a glimpse into his unscripted soul? Earlier that same day Serena Williams threw a fit over a call a ref had made when she foot-faulted in a match that she was already losing. Williams said and I quote “I swear to God I’m … going to take this … ball and shove it down your … throat, you hear that? I swear to God.” It got a bit worse before she was disqualified from the rest of the match. Did we see Serena’s true colors? What happens next is critical. Neither West nor Williams apologized immediately for their over the top reactions. In fact, it took West three days to apologize directly to Swift and Williams the same amount of time for her public apology to the referee. Both defended their actions immediately after it happened. Now there is a lot going on in the world and in the grand scheme of things these weren’t major incidents given nobody was hurt or killed but I do think their personal brands were tarnished given that they didn’t immediately apologize. I firmly believe that how people react directly after an incident tells us a lot about them. West is still a great artist and Williams still an amazing tennis player but now we know a little bit about what makes them tick. While everyone can have a bad day it’s people’s immediate actions that give us a glimpse into their psyche and soul. I’m all for forgiving and forgetting but sometimes we see a side to someone that makes us want to hold up our arm and say “stay this far away.” In your everyday life, business dealings, networking, job searching and interviewing keep in mind that you’re making lots of first impressions and lasting impressions. If you make a mistake – admit it quickly and move on. We’re all human after all.

Kristen Jacoway

EXUDE Your Brand By Kristen Jacoway Online and offline tips on how to grow your brand and make it glow. I’m coming across more and more people who need a jolt of inspiration. Most of the people I work with are job searching and it’s not easy these days. Enjoy this short “Career Inspiration” video. I hope it inspires you to exude optimism during your job interviews. Persevere…it’s the name of the game today!

commercialbreak2 Commercial Break By William Arruda What can personal branders learn from TV advertisements? Take a break and take a peak. Schweppes: Burst

I love this commercial because: Schweppes created the term schweppervesence – and this ad is the visual depiction of that term. It communicates that Schweppes is refreshing in a really simple way – to which we can all relate. The use of slow motion is very effective. This ad and YOUR personal brand: Do you have a term you use, a catch-phrase? Martha Stewart’s verbal trademark is ‘It’s a good thing.’ What’s yours? To see more of William’s “Commercial Breaks” click here.

Diana Jennings

A Day In the Life…of Diana Jennings Edited by Rachel Gogos A monthly column that brings you up close and personal to a Preferred Personal Brand Strategist. Geographic location: Orange County, California URL: www.BrandYouImage.comTarget Audience: Professionals seeking career advancement Began her business in: 2002 Became a Reach-certified personal brand strategist in: 2008

1. Do you work from home or an office? Tell us about your workspace.

I have a loft style office at home with a view of the tranquil canyon on one side. And when I’m not in my office, I might be at a client’s home, office or on a shopping expedition amidst one of the many department stores and boutiques of South Coast Plaza. I really get the best of both worlds with a quiet and comfortable space at home and the fast-paced activity when I’m out with clients.

2. What is a typical day like for you?

Being both a Personal Brand Strategist and Image Consultant, no two days are ever alike. And with two active teenagers at home that makes every day even more non-typical. One day I might be reviewing 360Reach results or doing a Style/Proportion Analysis, and the next might be teaching a group how to communicate their brand message through wardrobe and appearance.

3. Toughest client and how you dealt with it?

My toughest clients have been those whose employers have sought out my services on their behalf. They reluctantly meet with me thinking that an image consultant is going to try to change who they are. I listen to learn what’s important to them, their past challenges and where they’d like to see themselves in the future. I walk them through the process that teaches them how to non-verbally communicate who they are and what they want to achieve.

4. What do you do really well?

My expertise is in the subtle non-verbal communication of one’s personal brand. With an eye for detail, I teach clients how to ensure the consistency of their brand message. I’ll look at their internal strengths and qualities to help them develop an authentic presence that is comfortable, unique, and true for each client.

5. What is your favorite part of the day?

My favorite part of the day is when I see or learn that my coaching has helped my clients (or my children) learn to mine their own gold. I know there is gold in everyone and I get excited when I see them start to realize their potential.


September’s Reach Branding Club Speaker Series featured the enlightening Chris Brogan talking about his new book, Trust Agents. You can tune in here if you missed him.