• Do you currently have an email in your inbox that you should have replied to by now? (I’m talking where it’s been more than a couple of days since you received it.)
• Or a voicemail sitting on your phone from someone you should have called back?
• Or a date to be set for a meeting with someone you should have met by now?
• Or a deadline by which you said you’d get back to someone but you haven’t?

So why haven’t you responded yet?

Looking at it from your side of the table, it probably has something to do with other priorities, full-on workloads, looming deadlines, etc, etc.  Those all seem pretty legitimate reasons.

But have you even told the other person that’s why you’ve not responded?

Let’s look at it from the other side of the table using what I’m pretty certain is a scenario we’ve all experienced: waiting in for a repairman.

You’ve had to take the day off work and are now sat there in limbo, wanting to get on with something but feeling like you can’t get started because that’ll be the moment they choose to turn up.  But despite being told they’ll arrive some time between 8am and 1pm, it’s now 2pm and the guy is still a no-show.  If you’re anything like me, you’ll be thinking any number of things:

• They’re useless at turning up so they’re probably useless at their job too.
• They must think my time isn’t valuable.
• They’re selfish and have no regard for the fact I have work to do.
• They’re going to take up even more of my time chasing them to sort this out.
• They’re rude and didn’t even have the decency to let me know.
• They don’t know their arse from their elbow when it comes to doing business.
• I don’t trust them.

All are negative responses that are damaging that company’s brand – and you can be sure I’ll be telling all my friends about it, so that damage will be spreading further.  Plus with Twitter and Facebook at my disposal, I can share my displeasure with thousands in the time it would have taken them to pick up the phone and tell me they’d be late.

So what’s the difference between that and the damage you’re doing to your personal brand from your lack of response?

It takes five seconds to manage someone’s expectations.  Even a simple reply to say, “I’m really busy right now but I will get back to you as soon as I can,” will do wonders for keeping your reputation in tact.  (Although using it as a stalling tactic and then never getting back to the person at all will annihilate it.)

So go on…take half an hour to reply to those emails, voicemails and meeting contacts, even if it’s to say you can’t get back to them properly yet.  The time will be well spent if it stops you getting a reputation as bad as a dodgy repairman!

TV detectives. They’re everywhere these days, aren’t they? CSI, Scott & Bailey, The Bridge (my current favourite), The Killing, Silent Witness, New Tricks (oddly enjoyable)…the list goes on.

My theory for why they’re so popular is we all have a bit of the detective in us – an ability to see one minute detail which gives us a clue to a shed-load of information.  So I was drawn to a recent article in The Times* about a new book – You Are What You Wear: What Your Clothes Reveal About You by Dr Jennifer Baumgartner (yes, I had trouble pronouncing her surname too).

I’ve written a number of blogs about how image is a huge part of communicating your brand (including my last one), so here’s Dr B’s thoughts on the matter that you might want to consider when you’re pulling on your pants in the morning:

Labels
Dr B says: If you have an image that’s dripping with logos, you could be perceived as having an identity crisis, using someone else’s name to prove your worth.  I say: When you know yourself and your personal brand you have a confidence that negates the need to piggyback other brands, so it’s true that too many logos make people suspect your self-assurance.

Cleavage (one for the ladies, unless your moobs have got out of hand gents)
Dr B says: Too much cleavage screams attention-seeking or a plea for approval, but getting it right can make you seem powerful.  I say:  There’s nothing wrong with being proud of your body but remember where the line is between looking professional and looking like a pole dancer!

Loose clothing
Dr B says: Baggy trousers or oversized clothing sends the message you’re not in control of your life.  I say: From my experience it’s certainly true that, rightly or wrongly, that’s the connection we make.  Ditto for people who are distinctly overweight.

White shirt
Dr B says: This is a conservative classic – a wardrobe workhorse that, no matter what level you’re dressing at, will always look appropriate.  I say: That’s true although make a note of a) the cleavage rule – even a smart shirt looks cheap when it’s buttoned so low there’s a place to park your bike and b) wearing it with black trousers/skirt can be too reminiscent of a waiter/waitress (a job I’m sure we all did when we were teenagers trying to earn beer money).

Mini skirt
Dr B says: Are you clinging on to your lost youth?    When we dress younger than our age we’re actually drawing attention to it.  I say: It depends how mini the skirt and how well you can pull it off, but on the whole it’s best to avoid the ‘mutton dressed as lamb’ scenario.

Jeans
Dr B says:  When we’ve got the blues we wear the blues and research suggests that when women feel depressed they are more likely to wear jeans.  I say: I’m not so sure about this one – I’ve never seen someone in jeans and assumed they’re popping Prozac.  However, I do believe that, if you are going to wear jeans for business, they should be countered by something much smarter on your top half so it’s not all casual (the equivalent of the red carpet rule for Hollywood starlets: you can show your boobs or your legs, but never both).

So what are the image clues you can rely on to learn about someone’s personal brand?  I’d love to hear your thoughts with a comment below.

*Here’s an example: What clues to my brand did you get when I said I read The Times?

Unless your firm has a permanent dress-down policy, knowing what to wear in these instances can be a bit of a minefield – especially if you want to keep giving consistent messages about your personal brand. Because seeing someone in a sharp, pinstriped suit one day and then a Hawaiian shirt and deck shoes the next sends conflicting messages…at least it did when one of my bosses did it!  The dress down version of him was so far removed from the work day one that it made me question who the real him was.

In many ways it was easier in the old days when firms had strict dress codes.  One client who now works for Microsoft (a very dress-down culture) shared with me what it was like working for IBM over 20 years ago:

“We had to wear suits, not sports coats and slacks and they could be only one of three colors: navy, charcoal or gray (but not black).  Shirts had to be white – crisp white – and no other colours were allowed.  And all metals were required to be the same type – either all gold or all silver: belt buckle, ring, tie clip and watch.”

It’s a tad over the top, I agree, and certainly not conducive to having an individual brand, but I guarantee it made it easier to get dressed in the morning…and it certainly delivered consistency.

And that’s the secret of getting your image right for your personal brand.

Think hard about what you want to convey about your personal brand and how you can use your image to convey it.  Then set your own personal brand dress code – including clear boundaries of what ‘dressed up’  and ‘dressed down’ look like – and stick to it.

I describe my dress code as ‘City with a twist’ ie I’ll wear a dress that wouldn’t look out of place in a boardroom then add something that makes it clear I’m not just another executive by adding a cocktail ring or brightly coloured lipstick.  It’s already nearer the dressed up end of the spectrum, so that’s covered.  But if I need to dress down I’ll swap the dress for a smart skirt and blouse and the jacket for a smart cardigan, but that’s as casual as I’ll go, because anything more would stop me feeling like ‘me’.

The most important advice of all is don’t worry if you’re not fitting in with everyone else – as long as you’re being true to yourself and you brand.  

It’s more meaningful to dress in a way that makes you feel confident and which feels ‘right’ for you, than to fit in; people may think you stand out but ultimately they’ll respect that you know who you are and you’re happy with that – which speaks volumes about your brand.

And if you’re not sure which end of the spectrum suits the situation, just ask. As my client said, “Does it require more work and more planning? Certainly. But does it leave a better impression on your hosts? Absolutely!”

If you’d like to read more about how image can be used to convey your personal brand, here’s a link to some blogs in the archives.  And feel free to share this blog using the buttons below – you could even leave a comment about your own ‘love’ of Dress Down Day if you like!

If you, like me, remember Viscount biscuits, clackers and pencil rubbers that smelt like grape, you probably remember the Readers’ Digest prize draw*.  You’d receive a personal invitation through the post from someone called Tom Champagne (seriously…I’ve checked it out and he was a real person) inviting you to take part in the draw to be their next big winner; but you knew that, apart from the fact it had your name at the top, there was nothing personal about this invitation – you were one of thousands receiving the same letter.

So what did you do with this impersonal invitation?  

Apart from the first time I got one (when I dutifully sent back the slips and in return got nothing more than more bumpf from Readers Digest) they promptly went into the recycling.  Because I’d quickly learnt that the invitations that deliver the most value, that are worth replying “Yes” to, are the ones that come with a personal relationship attached.  Which brings me to LinkedIn…

There are two schools of thought when it comes to LinkedIn:

School 1: It’s about quantity not quality ie LinkedIn is a tool to connect you to as many people as possible, whether you know them or not, as the more people who you’re connected to the more opportunities can come your way.

School 2: It’s about quality not quantity** - LinkedIn is a tool to connect you to a select group of people, who you have met or would like to meet, with a view to forming a relationship which may mean more opportunities come your way, plus you can send more opportunities others’ way.

I’m firmly in the second camp, believing that gaining a connection without having any sort of relationship with them makes that person simply a number in your network.  And as The Prisoner made clear, no-one likes being a number. So whichever road you take, I strongly believe the personal touch matters - especially when it comes to the invitation you send.

Instead of sending a message with the standard wording, “I’d like to add you to my professional network on LinkedIn,” you should see the invitation as an opportunity not only to connect with someone, but to get across something about your personal brand (not least that you believe in being personal).

So when you’re next sending an invitation, here’s 5 tips to make it personal:

#1 – Include a salutation
preferably one that’s chatty and matches your personal brand

#2 – Explain where you got their name from
(if you don’t already know them) eg “I saw you give a presentation at the Tech Conference last week.”

#3 – Explain why you’re getting in touch
eg “I’ve checked out your profile and notice we work with the same group of people.”

#4 – Suggest a further action
usually a way for you to build the relationship further and make it more valuable for both of you eg “I’m in your neck of the woods next Thursday and wondered if you’re free for a quick coffee.”

#5 – Include some insight into your personal brand
subtly giving clues to what makes you tick eg “I get a buzz out of connecting people so if you’re coming to the next Tech Conference and would like to meet my CEO, just let me know.”

It may take more time to type a personalised message than simply hitting the send button, but I believe the value of forming a relationship and not just a connection will ultimately deliver; you’ll have someone who has bought into your personal brand and that’s worth more than just being a number.

If you’d like to read more blogs about using LinkedIn, here they are.  And let me know how you feel about personalised or standardised invitations – I could be on my own on this one!!!

*It may still be going but I no longer get the letters – man, I could be missing out on millions!

**At a recent New Media Breakfast I spoke at in Edinburgh, I asked for a show of hands and 95% of people were in the second camp: quality not quantity.

When you take a look at what’s being launched into the Twittersphere though, it’s hardly surprising there’s little to excite the reader; a quick glance online had me regaled with such bon mots as, “Note to self: don’t go for a run first thing in the morning without breakfast,” (if the note is to yourself why share it with others?), “Tidied my office yesterday in readiness for a visitor. He’s not coming now but I like my tidy desk,” (is that the epitome of a non-event?) and “Hmm, phone battery down to 80% already – think I need to swap to a new one,” (genius).

Now I’m pretty sure I’m guilty of the occasional lapse into ‘SFW?’* but I like to think that, taken as a whole, my tweets are in fact strengthening my personal brand online.  (I use Hootsuite to schedule a proportion of my Tweets so I can consciously think about the messages I’m putting out there and the clues they give about me, rather than rattling off any old dross.)

But it wasn’t always that way; when I started using Twitter I had no clear idea what I wanted to achieve with it and was therefore clueless about what to write…until I came across Mark Shaw (@markshaw) who said there’s three types of tweets you should be doing:

Tweet type #1: Sharing information
These tweets are about spreading the reach of things that you have found to be of value that others might too – links to blogs, recommendations for applications or services, discount offers.  This sends clues about your personal brand that you’re interested in things other than yourself.

Tweet type #2: Engaging with people
This is about establishing your credentials and expertise, so answering questions that people have asked and giving advice and support fall into this category.  The result is you boost your personal brand by being seen as an expert in your field as well as someone who’s willing to give your time helping others.

Tweet type #3: Social chit chat
The example tweets I used above fall into this category because they tell the reader what you’re doing at that moment in time.  But here’s the bit that people seem to be missing: this is only really of interest if you are a celebrity who lives in a bubble of glamour (though being the elderly curmudgeon I am I’m not sure it’s even that interesting then!)

So when Lady Gaga tweets, “Looking forward to this weekend. Shooting my parfum campaign and commercial with Steven Klein,” I’m pretty sure there’s not going to be too many of us who’ll be doing the same (I shot my parfum commercial last week, with David Bailey dahling!)  But when someone tweets, “Taking my kids to Legoland tomorrow,” the effect is somewhat lacking.

Which isn’t to say social chit chat doesn’t add value to your brand – it does because it lets people know you’re human. Just don’t make it the entire focus of your messages otherwise you’ll come across as me, me, me…and that’s not what social media is all about.

And if you’re still not sure, ask yourself the question “SFW?” about every tweet you pen, because if you can’t come up with a good answer, you shouldn’t be sending it.

Let me know how you use Twitter and if you agree (or indeed disagree) with my ramblings.

*A phrase coined by one of my clients: so f*cking what?

For many people, it’s the latter: they want to use online tools to deliver their personal brand and get buy-in from their audiences, but they don’t know what to say or how to say it. 

But not knowing what to say doesn’t seem to deter people; I’ve lost count of the times I’ve heard the words, “I need to start tweeting,” and then when I’ve asked the person why, they’ve replied, “Because everyone else is,” or, “I’ve been told I should.”

But before you launch yourself into using online media and (potentially) share your personal brand with the world, it’s worth understanding what you’re up against:

When you’re online, you’re relying on the written word to get your brand across.

Way back in the 1970s when I was but a child (I know, I know – I don’t look old enough) the psychologist Albert Mehrabian discovered that, when people give us messages, we
take only 7% of our information from the words they speak. Instead, it’s their tone of voice (38%) and body language (55%) that give us the lion’s share of what we need to know.

If that’s true, and 93% of your impact disappears when you’re online - you’ve no body or voice to communicate with - it’s even more important to make your words count.

So here are 5 quick tips:

#1: Reflect your tone of voice in your writing so you re-introduce 38% of the impact of your communication – don’t be too stiff and starchy.

#2: A good rule of thumb is to use the same conversational language you’d use if you were talking to the person face-to-face, tempering it slightly for the channel ie LinkedIn
is more ‘office chat’ compared to Facebook’s ‘down the pub chat’.

#3: The quickest way to building a positive personal brand is to use positive language.  Beware of words like ‘can’t’, ‘don’t’, ‘won’t’, and instead concentrate on using ‘can’, ‘do’ and ‘will’.

#4: Personal brand is all about building relationships, so don’t forget to be inclusive – it’s not all you, you, you, so ask how others are doing too. This is especially good on
Twitter where you’re likely to get responses from your followers that turn into a conversation.

#5: Remember that irony is especially prone to misinterpretation so if you’re using it consider adding emoticons to clarify your message.  There is such as thing as too many emoticons though (no, I’m not being ironic) so don’t overdo it.

Do that and you’ll prove Mr Mehrabian wrong and have people taking more from your messages than a measly 7%!

If you’re someone who uses online media and wants to make sure your personal brand is coming across well, be sure to tune in to my next blog where I’ll be tackling Twitter and how to tweet.

But sometimes it goes too far…

I recently received an email from Denis Kaye, chairman of the Yorkshire Leadership Group. He was forwarding me an out of office reply he’d received from his bank manager:

I will be out of the office starting  30/12/2011 and will not return until 25/01/2012.  I don’t intend going through my emails on my return, so if your note is important and requires my specific attention, please resend on my return.

As Denis said, “It says something about his personal brand that he is not prepared to go through e-mails received whilst he’s away and expects me to make a note of his return date and resend my e-mail to him!”

And he’s right – if you’re a bank manager with customers, it’s part of your job to service them, not the other way around.  So what seemed like a good idea to avoid costing this man time could actually cost him a customer.

But there are times when it’s a good idea to manage people’s expectations of your personal brand.

I worked with a CEO (let’s call him John Smith) who never – and I mean NEVER – responded to my voicemails.  What I couldn’t understand was that his message clearly said, “Hi, this is John Smith, I can’t take your call but leave a message and I’ll get back to you.”

As part of my work with clients, I carry out an audit of all the ways their brand gets communicated – whether that’s verbally, physically or written.  So when we got to voicemail I asked him what the deal was.  “Oh, I never listen to my voicemails,” was his reply.

Which is fair enough – he’s a busy CEO - but it was damaging his brand (his name came up in conversation with someone else and, unprompted, they’d moaned about the problem).  Because for people to buy into your brand they have to trust what they’re buying into, and non-delivery on expectations is a complete deal breaker.

So we changed his voicemail and now you’ll hear, “Hi this is John Smith.  I don’t listen to my voicemails so if you want to get in touch with me please either text or email.  Thanks.”  It’s not the conventional message but it certainly sends out the right signals about his brand.

Problem solved!

Have you come across someone who’s brand fell short of expectations? Let me know by leaving a comment.  And don’t forget to share this with others using the buttons below – especially if they’re the person who the example is about!

#6 Practice what you preach
This commandment ties in directly with #1: Be true.  But whereas that focused on creating a brand that was authentic, this is about making sure you follow it up in everything you say and do, talking the talk and walking the walk (or as Betty Boo would say, ‘doing the do’.)

#7 Understand what your brand is
It’s easy to spend so much time considering how you see your personal brand that you forget to find out how others see it – something which can have a huge impact.  So do some ‘market research’ to find out what what your colleagues and peers are thinking (no, don’t stand in the street with a clipboard!) by asking subtle – or blatant - questions.  You could be very pleasantly surprised by their answers.

#8 Be simple
When I work with clients and we hone down the list of things that make them who they are to define their brand, they’re always tempted to add things back in.  It’s a natural response ie you want to make sure you offer as much as possible to appeal to as many people as possible.  But as ‘The Jam Experiment’ shows, too much choice overwhelms people and instead of buying into your brand they’ll walk away.  So as I tell my clients, “Let’s keep focused on the good shit!”

#9 Be unique
In business today, finding a true USP for what you have to offer is like finding me running a marathon – it may happen one day but I wouldn’t hold your breath waiting. So instead find the USP for who you have to offer, because the only thing you can be assured is different is you, so make the most of it.

#10 One for all
When companies do their branding, they often create separate brands for different audiences, like supermarkets differentiating their ‘value’ and ‘luxury’ ranges.  That’s not possible for your personal brand (what would happen if you met your ‘value’ and ‘luxury’ audiences at the same time?)  So my take on this is to keep reviewing your personal brand to make sure it’s relevant to as many of your key audiences as possible.  You won’t please all the people, but you’ll get buy in from as many as you can.

So here endeth the sermon and I hope you found these tenets food for thought as you work on your personal brand.  But if you know of someone else who has yet to ‘find the faith’ feel free to share this blog with them using the buttons below. Thanks!

Instead my blog is reflecting on an article I read recently by designer Mark Edwards of The Engine Room called The 10 Commandments of Brand.  Because even though Mark’s list focused on making the most of your company’s brand, the same rules apply for your personal brand too.

So with 2012 still in its infancy and those good intentions to make this the year you work on your personal brand still fresh in your mind, you can use this as a checklist to keep things on track.

Using Mark’s headings as a guide, here’s my take on what’s important.  I’ve listed the first five commandments to get you going and the rest will follow in my next blog (it keeps your brain from overloading and saves me having to come up with a new blog idea so soon!)

#1 Be true
The bottom line is if you can’t believe in the personal brand you’re peddling, you can’t expect anyone else to either. Being authentic is one of the three golden rules for your brand and that means being yourself – warts and all.  (So long as there’s not too many ‘warts’, in which case you’ll be needing my help!)

#2 Be clear
Covering the remaining two golden rules, clarity and consistency will help people to understand what you have to offer. That means keeping focused and not being afraid to repeat your brand messages; Nike says “Just Do It” every time.  It doesn’t blur the message by also saying, “Get on with it,” “What are you waiting for?” or “Pull your finger out.”

#3 Say something
As Mark put in his article, ‘from The Bible to Harry Potter, all of humankind is absorbed by stories’.  Think about it…when you recently met someone for the first time, what was the thing you remembered about them? Their job title and company name, or that amusing anecdote they told you about that time they saw Lorraine Kelly with her bra off*?  It’s about making sure you say something but also making sure it sticks in people’s minds.

#4 Take aim
This commandment is about having a clear idea of who you want to buy into your brand and how you come into contact with them. Don’t waste time doing tweets or Facebook updates if that’s not where your key audiences lie; focus your efforts where they will see/hear what you have to offer.  (Just because we’re told online media is THE tool to use, doesn’t make it true for everyone.)

#5 Don’t stop
They say in marketing it takes seven ‘touches’ before your advert makes an impact, and it’s the same for your personal brand.  For instance, setting up your LinkedIn profile and then doing nothing with it won’t deliver.  You need to keep it updated, add or delete stuff as your career changes, grow your network, contribute to discussions, post updates.  Do things that will keep you on people’s radars and they’ll start to notice you.

So now’s the point when the Eastender’s drumbeat kicks in and you realise you’ll have to wait for the next installment to discover what the other five commandments are.

In the meantime, let me know what you think of the five so far and please help me to spread the word by using the buttons below. Thanks!

*This is a genuine anecdote I heard from a client, and yes, we did find a way of incorporating it into her profile!