Flexibility of Your Hotel Spa Brand

It's Time to Develop a Powerful

Personal Brand By By Lori Milner - Beyond the Dress

“A brand for a product is like a reputation for a person” - Jeff Bezos

Why do brands spend what they do on advertising and marketing? Of course it's the obvious essentials like profit and growth, creating social impact but really it comes down to creating loyal fans. It's the same with your personal brand.

Your brand is not something you say about yourself, it's what others say about you. When you think of the word fan, you picture screaming admirers at a music concert. Not at all. I am a fan of certain authors because their work really resonates with me. When they launch a new book on pre-order, I will download it without knowing the details because I know I am going to receive value.

Your fans are people who are prepared to recommend you for new opportunities and roles, also known as sponsors. Think about the mafia movies like the Godfather where the line 'he's one of us' means he vouches for you. He has put his reputation on the line and the mutual expectation is that you will deliver.

This kind of a trust is a gift and has to be earned over time through your daily actions. Perhaps you have never really thought about your brand up to now or you have changed roles from marketing to sales and don't want to be associated with your prior position. Here are some things to consider when it comes to your personal 'brand' campaign and creating a genuine following of loyal fans:

Your brand attributes must be on every product

“Your brand is a gateway to your true work. You know you are here to do something - to create something or help others in some way. The question is, how can you set up your life and work so that you can do it? The answer lies in your brand. When you create a compelling brand you attract people who want the promise of your brand - which you deliver” - Dave Buck

When you buy a pair of Nike shoes, there are certain elements you expect from every pair irrespective of the model. The logo, comfort, style, quality, etc. For Starbucks, you expect convenient locations, friendly service, a quality product and consistent packaging. These aren't nice to haves, these form the basics of what you assume will be part of your experience. You aren't blown away because your packaging is protective and locks in the freshness, flavour, aroma, and unique notes that make each coffee blend distinct. This is what you expect in exchange for your money.

What are the non-negotiables on your brand's products and deliverables? Imagine every channel you deliver your unique service has a giant 'brand you' stamp on it. Every time you hand in a proposal, make a phone call, present in a meeting, send an email or deliver your service - you are attaching your attributes to it. You are making a declaration of who you are and what others can expect of you.

Consistency is key

“People like consistency. Whether it's a store or a restaurant, they want to come in and see what you are famous for.” - Millard Drexler

Think about your favourite coffee, food or restaurant brand. It delivers the same product every time which is why it is your 'old faithful' that you keep coming back to. It delivers the same experience without fail. A Starbucks will always taste like Starbucks, if it started to differ in service and experience, you would start to question where you spend your money. A lack of consistency will break your trust with the brand, it will disappoint you and eventually you will look for an alternative. It's the same with you. It's not enough to know your brand attributes, it's about consistent delivery. What's your brand promise?

“Your personal brand is a promise to your clients… a promise of quality, consistency, competency, and reliability” - Jason Hartman

Your brand is the promise you make. Another way to think about it is what do people expect from you when they engage with you? Brands that keep their promises are consistent and trustworthy. It is the essence of what you want to stand for and your brand is the means to communicate how you want to show up in the world.

What words do you want to own? In other words, when people think about you, what do you want them to associate with you? Do you want people to see you as reliable, creative, trustworthy, consistent, ambitious? Now ask yourself - what are you doing to demonstrate this every day? Are you taking the responsibility of CEO?

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently” - Warren Buffett

By CEO I don't mean Chief Executive Offer but rather Chief Energy Officer. As Howard Shultz from Starbucks points out, making harsh decisions without considering the long term view will sabotage a brand in the long run. Typically, these are reactive decisions like cost cutting which are hard to recover from when the dust settles.

Create emotional bonds

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou

A powerful brand does more than tick the box of providing a product or service. Brands that create emotional bonds are the ones we are willing to wait in lines for hours when a new product is launched. Let's make this personal. When I say 'Manchester United, Chelsea or Liverpool' what comes to mind? When your team falls, you have the worst day. When they win, you are on top of the world. This is the power of brands and the emotional bonds they form with us.

What can you do to create connection with others? Your tools are active listening and giving someone your complete focus and attention. Do not under estimate the power of giving someone the opportunity to be listened to. When we are not heard, we feel invisible. To truly listen means having the intention to understand what the person is saying, not waiting for your turn to speak and interject with your own experience or one up the other person.

Own your Mistakes

“Experience is simply the name we give our mistakes.” - Oscar Wilde

If you want to be an influential brand and build trust - own your mistakes. When something happens, don't hide behind email or text messages. Pick up the phone and let your customers or team know you are sincerely sorry. Set up a face to face meeting so your non-verbals can speak louder than your words. Even if you don't have a solution, people want to know that they matter. Tell them you will follow up on the hour or until you do have a solution. You can't control everything and often you're relying on other people or external factors. It's how you respond and take accountability that will enable you to come out as a trustworthy brand.

Conclusion

“A great brand is a story that's never completely told”- Scott Bedbury

Building a personal brand doesn't come with an end date. It's not like we can ever reach a certain standard or milestone and then we can stop working on it. The core of building a personal brand begins with self-awareness and intention.

If you aren't sure where to start, think about 5 words you want to be known for. Then make a list of how to translate those attributes into specific actions.

Be mindful that every touch point is an opportunity to showcase who you really are and how you can provide value.

If you are feeling like you haven't done a great job up to now, the good news is that you can always behave your way into the person you want to become. When is the best time to begin? Today.

Here's to owning your brand!!

Lori Milner is the engaging facilitator, thought leader and mentor known for her insightful approach to being a modern corporate woman. Her brainchild, the successful initiative Beyond the Dress, is the embodiment of her passion to empower women. Contact: www.beyondthedress.co.za

MF