You Need A Strategy to Communicate Your Personal BRAND

In the past few years, much has been written and said about the need to brand oneself, a business, and/ or one's business. However, merely discussing branding without a clear - cut and meaningful strategy, rarely gets any desired impact or result. Like nearly every other activity or planned action, there is a need to develop, create, and then follow a well - developed strategy, if you want your branding effort to be meaningful. Creating a brand but not following up with a good strategic plan and effort is akin to practicing and developing the best sales presentation, only to never present it in front of anyone. The reality is that you need a strategy in order to communicate your brand! Whether you are a large or small corporation, large or small not - for profit/ organization, or a service industry (such as Real Estate professional), well - considered, effective branding is an important detail!

1. What do you want to say? What is your niche? How are you different from others, and why should someone select you rather than your competition? Have you ever fully explored in your own mind's eye precisely what your niche is, and why someone should choose you? What precisely is your brand? Do you believe in it, live it daily, and are you consistent in your actions, attitudes and your words/ behaviors? In other words, who exactly are you, and why should anyone else care? Do you believe in you? If others knew what you know about you, would they choose you?

2. How are you going to get to where you want to be? If you really want to develop your own brand, you need to follow a step - by - step, clear - cut strategy and approach? If you understand the need for personal and individual branding, you will need to create a combination of a strategic and action plan. This necessitates using all forms of media available in a consistent manner. One must avoid the trap of over - relying on overusing one mode, but must rather use a balanced approach, where each method works synergistically with the other to create the same brand, and get others to understand it. In terms of media use, it means using conventional methods, alternative approaches, and digital forms. It is important to understand that after first determining one's niche or target market/ audience, it should influence and direct you as to which form should have the greatest emphasis. Conventional includes areas such as print advertising, face - to - face, snail mail, and telecommunications, etc. Alternative marketing includes those items that have been rarely attempted but that you might feel would enhance your branding efforts. Digital are areas such as social media, email, texts, webinars, eblasts, etc.

Once you've determined your niche and what you want to say about yourself, and how selecting you provide value and values, you need to create a workable and meaningful strategy. Are you ready to commit to creating your personal brand?

Why It's So Important to Respond to Emails, in a Timely Manner?

One of the major drawbacks to e-mail as a communication methodology is the fact that, while some individuals promptly respond to e-mails, others do not. In fact, have you ever sent an e-mail to someone, and then wondered if it ever even arrived because you did not get a response in a timely manner? How did you feel, and why? Did you feel they didn't care, took you for granted, or were impolite. In service industries, such as Real Estate, where a real estate professional may receive numerous emails daily, it is important to understand, that in today's increasingly narcissistic, instant gratification - type world, a potential customer of client may email several licensed real estate agents, at the same time, and the one who responds quickest, and clearly (in a professional manner), immediate has a competitive advantage!

Many businesses have studied this issue, and many require their people to carry Smartphones, so that response to e-mails is timely. (Realize that a Smartphone is only smart, if the person using it, is!) Studies in the real estate industry indicate that the average response in that industry to e-mail is from 24 to 72 hours, while agents that are trained in properly using devices, generally respond to e-mails in less than twenty minutes. Obviously, the sooner someone gets a response, the more appreciated they feel, and thus it is particularly important for individuals who deal with the public, particularly in marketing, sales, or civic- type positions, to respond to e-mails quickly. Note that even 20 minutes, in today's world is probably too long. Even if you don't have all the information readily, instantly available, shoot back an email, so the sender realizes you consider him important, and explain when you will get the information to him. Then, do as you promise!
 
Studies have indicated that e-mails are often widely over-used, because many people are somewhat intimidated by telephone and personal communication. People can often feel more comfortable in written communication than oral. However, there are many times when e-mail does not speed up the process, because written communication is often misunderstood or incomplete. Oral communication is more personal, faster, and gives one the opportunity to have misunderstandings clarified.
Since face-to-face communication is considered the most effective, and phone calls are next, one must realize that e-mails are considered less effective than even text communication. Much of that is because of the less than timely response rate of much e-mail communication.

As I consult, I advise someone to always respond to all e-mails as soon as possible. If the answer to a question is not readily available, the response should be that you will check on it, and get back to the inquirer as soon as possible. Then, the receiver of the e-mail must follow through on his promise to respond.

If you are going to utilize e-mail for anything other than casual correspondence, it is essential to respond in a timely manner. Effective use of e-mail means that one cannot wait to respond until they get to their computer, but must use some sort of personal data device (PDA) to respond as soon as possible. You will be amazed how others will appreciate your effort and promptness.

Real Customer Service PROVIDES SERVICE To Customers!

Many companies claim to have great customer service, yet most do not. It must be about serving the needs and concerns of customers, and not simply slogans, promises and rhetoric. Real cutomer service, whether in a product - based, or service - oriented industry (such as Real Estate), is not about claiming you focus on your customers and/ or clients, but rather a continuous commitment, in that direction! Having consulted to, and trained numerous customer service teams for more than three decades, I have always emphasized the need for direction from the top, and that success results from a company's actual commitment to enhancing and optimizing the customer experience. True service is not making empty promises, or using catchy slogans. It is a corporate philosophy that only arises from genuine commitment. This point was driven home to me, several years ago, when I cruised aboard the Norwegian Sun. Norwegian Cruise Lines (NCL), a company which obviously understands that corporate commitment, and runs internal programs to assure their employees live and breathe that commitment.

1. A great example for all of us to emulate is a man named Christian Schlugel. Christian is the Restaurant Manager, and exemplifies what this truly means. He is always the first officer that one observes on the restaurant deck, and the last person one notices in the evening. His contagious smile, charming personality and demeanor, and obvious enjoyment of both what he does and the passengers he serves, shines through in everything he does. He truly leads by example, and no company could even hope to have a better ambassador than Christian. I was fortunate enough to have many extended conversations with him, and he told me that he recently thanked his father for making him successful. He proudly told me that he has never been out of work for more than one day in his adult life. Christian's father asked him how and why he thought his dad was responsible for his success, and Christian responded that he taught him to "look people in the eye, listen to them, smile and be pleasant." Isn't that the true basis of customer service?

2. This is also about a company's commitment to making the satisfaction and positive experience of the consumer a primary objective. This requires management clearly demonstrating to employees, from the moment they are hired, and throughout their employment, that they prioritize serving their clientele. It requires training employees, supervisors and managers as to how they want things done. It requires getting the customer involved, and encouraging customer feedback, throughout the experience. NCL has comment cards located everywhere, so that it is easy for someone to provide feedback. They created a catchy title for their commitment, which they call, "STYLE," which is a mnemonic for those aspects that they consider most essential for their employees. At every show, their Cruise Director, on this Norwegian Sun cruise being a perky, charming, friendly woman named Jaimie, emphasized how important it was for them to make their guests happy. Executive Officers made themselves available to guests, and demonstrated their commitment to the company's view of customer service. At the end of the cruise, they emailed an informative, detailed survey, to encourage honest and complete feedback. Isn't that what customer service should be about?

3. Another superb example of desirable, quality customer service is Viking Cruise Lines. Everything they do, from the pre - cruise contact, to meeting and greeting, to exceeding your expectations, every step along the way, epitomizes what customer service should be all about!

Invariably, companies that emphasize customer service have a far higher degree of repeat business than those that do not. Successful companies understand that the more they enrich the customer experience, the better the response and reaction. We have all experiences some less - than - stellar customer service (or perhaps disservice) examples. Which do you prefer?

Business Ethics: An Oxymoron?

We often read and hear references to business ethics. Undergraduate and post graduate courses dedicate large amounts of time and resources to the topic. However, if one were to ask the average consumer if he believed that most businesses were conducted in an ethical manner, we would predominately receive negative responses. Simply stated, ethics can be defined as doing the right thing, the moral thing, and treating others with honor and respect. Related to business, this concept would include several items, and when we evaluate how most businesses conducted business, we would often avoid referring to these practices as moral. Have you thought about this concept, as it relates to your dealings with individuals, such as: Real Estate Professionals; Investment/ insurance advisers/ representatives; etc? Both of these industries have clearly delineated Codes of Ethics, yet do you feel, based on your experiences, most adhere to these?

1. One of the necessities of being ethical is telling the truth. However, when we look at how businesses, services and products are often promoted, the truth is stretched rather thin. One example, of course is the mobile communications or cell phone industry. Each carrier runs ads trying to convince us how superior they are. However, since there are no legal requirements even for using terminology such as "4G," and each carrier handles their lines differently, there is often quite a bit of variation. For example, going strictly by its ads, one would believe that Verizon cellular service is nearly perfect. Its advertisements makes claims about the clarity of its calls, how few calls are dropped, its speed, etc. While that is the case in some areas, several of my friends on Verizon service experience dropped calls, etc., in various areas, while having excellent service in others. ATT Mobility claims its system is fastest, and in some areas it is. I use the system and have had wonderful experience, yet, I know others who have been extremely disappointed. Sprint customers have similar experiences, and I have had wonderful experience with Sprint's Air Card, which worked well nearly everywhere I'd used it. However, as good as it is, it is certainly not as quick as wired or WI-FI service. Every other service has its proponents, as well as its attackers. The issue is not which service is the best, but rather how the services promote themselves. While effective advertising is self promotional by definition, misleading ads are certainly not terribly ethical.

2. Have you ever gone into a store and purchased something, and the store quickly asks you if you'd like to purchase an Extended Warranty. While there is nothing wrong with offering this, nor with the stores making additional revenues doing so, have you ever been given a clear cut explanation of what is and is not covered, and the limitations. Remember, we are discussing ethics here!

3. Investment Advisers are another area of ethical concern. Is the individual an unbiased adviser, or is he simply a salesman disguising himself as an adviser? Both duties and functions are acceptable, but which is ethical?

4. In Real Estate, does the average buyer truly understand the difference between being represented by a Buyers Agent, a Brokers Agent, and a Sellers Agent? In New York State, for example, by law, prospective buyers must be given an Agency Agreement that explains each of these. Yet, if the average buyer truly understood the differences, one would think the vast majority would prefer using a Buyers Agent, whose loyalty is directly to the buyer. Is this an ethical dilemma?

There are so many situations in business where there is the opportunity for a business, product, or representative to opt to either prioritize ethical behavior, or to merely do what might be expedient and in the store (or business, product, or reps) best interest, rather than the customer (or buyer). Therefore, one must wonder if business ethics is another one of those oxymorons, such as military intelligence, moral politician, etc.

True Happiness Comes From Helping Others!

The Founder of the renowned civic organization, Grand Street Boys, the late Judge Jonah Goldstein was fond of saying, "Happiness is the one thing in life that multiplies by division. The more you give to others, the more you have for yourself." Goldstein used this expression repeatedly at meetings in the 1940's. If everyone followed this, wouldn't the world be a better place? 

Dictionary.com offers two definitions for happiness: "1. the quality or state of being happy 2. good fortune; pleasure; contentment; joy." At the same time, Dictionary.com offers three definitions of happy: "1.pleased or delighted 2. pleasing 3. bringing good luck; fortunate." Obviously, Judge Goldstein felt strongly that for one to be truly happy, he must repeatedly bring joy to others as well as himself, thus providing one with a sense of joy, pleasure, delight and contentment.

So many people today seem to follow the "What's in it for me?" philosophy. It seems that too many people today often only "do the right thing" if they believe it will somehow materially benefit them. However, when one realizes that many of the wealthiest individuals in the world are also amongst the most miserable, it takes far more than merely the accumulation of material things, or self- satisfaction, to bring about true happiness. How many truly happy people can you honestly say that you know?

Besides being a well known judge in New York, Jonah Goldstein was famous for founding a civic and philanthropic group known as Grand Street Boys. Almost all the members of Grand Street Boys were professionals- - most of which were attorneys. The legal profession has often been much maligned, yet it is one of the first professions or occupations with an organized methodology of "giving back" to the most needy, via the "pro bono" process. Attorneys are regularly expected to, and do, perform a certain amount of "pro bono," or free legal work, for those unable to afford the cost of legal representation. Judge Goldstein encouraged widespread discussion and fabulous debating during the Grand Street Boys meetings, and in an interactive manner, encouraged members to "give back" to society, in any number of manners.

Why are so many "troubled" individuals so very unhappy? Some people have attributed this unhappiness to a variety of items, including financial reversals, financial pressures, "personal problems," or the often-stated, "He's just not a very happy person." Yet, all evidence points to the fact that those individuals that appear to be "happiest" are often those that "give back" more to society and to mankind. "Giving back" does not have to be financial, but it can be. However, merely donating money generally does not create the level of happiness that non- financial volunteerism does. Think about the people you have met who are the happiest - - - aren't they invariably the ones who volunteer more, are more charitable, and/ or more philanthropic? Should this not be a valuable lesson to all of us, and to society, especially in these difficult economic times, when many worthwhile charities so much need assistance?

Whether your stress comes from your personal life, professional/ working life, or something else, if the focus was consistently  giving back, and personal honor and self - fulfillment (not merely from a financial standpoint), you would probably become a happier person! Every day, ask yourself what you have done, to not only be a business success, but a personal one, as well!

Judge Goldstein was certainly a sage. He was an incredibly successful man professionally, yet he got more pleasure, fulfillment and happiness from "giving back" than from anything else. Wouldn't our world, especially in these troubling and trying times, be far better off if more of us emulated the judge?

How Well Do You Manage TIME?

When one examines what often differentiates the most successful individuals from most of the others, we often observe that one of the key factors is how well they manage their TIME. Even the most intelligent, most experienced individuals with the greatest expertise, often fail to achieve to their potential when they don't manage this essential component to its maximum degree. Lee Iacocca stated, "The ability to concentrate and to use your time well is everything." While it may not truly be everything (because that assumes it is the only factor), it is certainly no doubt something that makes a key and major ingredient. Managing time effectively, not only makes you better, more effective and efficient, and enhance your personal results, if you are in a position of responsibility, either serving as a leader, or serving a client, etc, in a service - based industry, such as a Real Estate professional, etc, how you manage time, often makes all the difference, in the world! Examining this from a mnemonic perspective perhaps helps us to best focus on what is needed.

1. Time management begins with a willingness and ability to train yourself. This is a far different scenario than merely taking training programs, classes, seminars, or even actual learning. It is, rather, the combination of gathering the needed facts, data, and information, and then synergistically using this information in a manner that best suits your personality, learning type and habits, desires, motivations, visions, goals, etc. This training is the ultimate form of personal development and self - discipline, because it is what will direct one to achieve to his maximum potential.

2. Far too often, individuals examine situations, and observe numerous areas that they realize need to be addressed, or need to be improved upon. However, those that merely follow a multi - faceted approach, rather than creating priorities, often get bogged down in minutia. Therefore, it is important for each of us to install personal controls, that help us to focus, prioritize, and organize as well as we can do.

3. A large percentage of individuals never even begin, but many others also merely begin but never proceed to a course of action that is essential. In order to best address how we might utilize our time, we each must maintain the course, so your plan has the opportunity to succeed. This does not mean merely never giving up, but rather developing a way to evaluate your progress, what needs tweaking, and the most efficient and effective way to proceed.

4. Perhaps the most overlooked aspect of this necessary task is how we actually examine and proceed with our goals, etc. Therefore, how we establish our short - term, intermediate and longer term plans and goals, will often determine our ability to succeed. Doing this creates a mindset for being organized, and unless one becomes efficient, focused and creative, how can he possibly best manage his time?

One can never consider how he handles his time, without examining priorities, goals, and especially personal discipline. Those who create a form of personal daily agenda, and utilize timelines and other measures/ metrics, are best able to use their time effectively, Remember the adage that both the most successful and the least successful individual both have the same 24 hours in their day, but the more successful use that time more effectively and, with greater impact!

The 6 Keys to Truly LISTEN

One of the most essential lessons anyone can learn is that it almost always far more important to effectively listen than it is to hear one's own voice. Only when we listen do we have the ability to learn and become better and more effective, as well as to truly communicate with others. Because of my affinity for using mnemonics, I've created these six steps in accordance with the first letter in the word, "listen," in this way: 1. L stands for learn: 2. I is for initiate; 3. S means to sort our the "background noise;" 4. T requires taking personal responsibility; 5. Think E for excellence and expertise; and 6. A meaningful life requires the N as in needs oriented. It's important to realize that these basic steps, or keys, apply to our personal lives, as well as the way we relate to others in the business world, regardless of occupation, etc.

1. Life should require us to strive to become better each and every day. The only way to become better is to commit to learning on a regular basis. When we stop learning, we begin to stagnate, because life is always evolving, and no matter how much you either think you know or even knew, there is always the need to learn more.

2. Meaningful life is about initiating changes and creating more and better things. What it means to be an initiator is to have the will and readiness to speak one's mind in an open and fair matter, and to be unwilling to just wait for things to develop on their own or by others, but rather becoming the actual vehicle for that change and action.

3. Much of what we hear every day is the equivalent of background noise, because either it is opinion of unknowledgable individuals, or empty chatter that adds little to the conversation. Those capable of sorting out this background noise are far better able to focus on both their needs and what they wish to achieve.

4. We should listen to make ourselves better and assume personal responsibility for our actions(or lack of). Becoming a significant human being requires assuming personal responsibility.

5. When we listen more, and speak less, we put ourselves in a far better position to achieve meaningfully. Personal greatness must always relate to devotion to excellence and expertise. Shouldn't each of us strive to become the best that we can be?

6. Don't we need to focus on needs? When we listen with the intent of becoming more empathetic and better people, we listen in order to become primarily needs oriented. We become better people and contribute more to our own well being, as well as society, we learn from our listening, as opposed to the masses who often hear without really listening.

Don't just talk and hear, but make your conversations enhance communication. When we follow these six basic keys, we don't only hear, but we effectively listen.