By Karen Post, on December 6, 2011

In the past few years, personal branding has become a hot business topic. News anchors and journalists refer to individual brands when they cover business leadership superstars and business losers too. Executive recruiters consider a candidate’s brand when they are on a search for the best professional for a position and most entrepreneurs’ success depends on their strong, personal brand to attract employees, get funding and be an ambassador of their company.

Last month Daytime, a nationally broadcasted TV show that airs in over 35 markets, invited me to help out with a special segment called “Getting back to work”. The goal was to take two professionals who had lost their jobs and with an improved personal branding program, help them find the ideal career or opportunity.

Even though the segment focused on getting people back to work as employees, these lessons can apply to entrepreneurs as well.

Here’s the first segment that aired before Thanksgiving and a special shout out to Kendra York who owns Kendra & Company in Tampa for providing the hair, make up and style updates for our two makeover participants.

From here the plan was for me to give one-on-one coaching along with some branding tools provided by Staples that includes printing of business cards from their print and copy centers, Schtickers that provided a branded laptop skin and my design team that updated their brand identity.

These are some highlights from the coaching sessions.
Personal branding is no different than product or business branding which we all experience everyday. When a company has a strong brand, we as buyers have positive opinions about them, which in turn prompts us to select that brand over another choice. Product brands are competing to be the brand of choice.

The same concept applies for people and their personal brand.

A personal brand is what people think, feel and expect from you as an individual.

A personal brand is derived from the sum of what a person does, how they act, how they look and how they keep their promises.

In branding we call these brand opportunities, touch points.

Consistent brand touch points help a person manage their brand and peoples opinions of them.

A personal brand is one’s image, reputation and the impression they leave when they show up for a job interview, a business networking event or even after a phone call.

We all have brands even without thinking about them or consciously working on them, because people, our friends, colleagues, clients and employers are judging us and these opinions are stored in their heads, which become our brands.

The key to successful personal branding is making sure everything you do is lined up with your goals and that you consistently send out the accurate message that reflects the true you.

So when people find themselves in a down state, like being without a job or career they love, it’s time for action.

They need to follow these three brand-building steps to make sure they are projecting the right image that gets them closer to their goals.

1) Assessment and goal setting
2) Create an action plan
3) Work on it, with consistency and passion

I call the process, personal brain tattooing.  Like a regular tattoo, a brand sticks to the minds of the market and it’s put there by choice.

Getting hired is often about risk and if your brand ensures the employer or client you are not a risk, but a good investment that can add value to their organization, that’s the ticket.

Step 1 – Assessment of what is.
What skills, persuasive assets and traits does the person have to build on and leverage?

When I’m working with an individual on their personal brand, I ask these questions.

• Can you tell me about yourself in a 60 second window? Please do.
• Why are you jobless?
• What do you enjoy doing?
• Describe your ideal job or next career?
• What are your 2-3 most important life goals?
• Have you experienced rejection and “No’s” in your job hunting?
• Did they give you reasons? What were they?
• Why do you think you were passed up?
• What tangible branding tools do you have? And what do you need to work on?

I also ask people to do a Google search on their name and see what comes up.

If it’s bad stuff that can tarnish your reputation, see what you can do to change it. Many times you can.

If it’s bad stuff that’s out of your control, like a criminal record, it’s good to know about it and sometimes you need to share this with a potential employer or client.

Next, I ask “What tangible branding tools do you have that reflect your desired personal brand?”

They can include:

• Your resume
• A strong cover letter of introduction
• A personal business card, laptop skin, brochures
• The appropriate wardrobe for interviews and meetings
• An appropriate web presence and social media footprint

I always recommend people buy their name URL, if it’s just a landing page with your contact information of social media links. If your name is not available, get something close, like with your middle initial in it.

As an example: I own www.Karenpost.com

Step 2- Next, one must develop a personal brand action plan to help get them from where they are “unemployed” to where they want to be, “in a great job or opportunity they love”.
A personal brand plan addresses:

• Goals
• Brand essence
• Target audience
• Strategies (behavioral changes)
• Tactics (specific things to do)

I always start with the end in mind. What are your goals?

Strong personal brands are visible, memorable, distinct and relevant.

To “brand up” you, one needs to have:

Your personal essence defined.
A personal brand essence is the foundation around whom you are authentically.

Purpose - Why are you here? What do you do? How can you contribute to a company’s success?

Points of distinction- What is unique about you?
Your name
Your background
How you look
Your skill set
Who you have worked with

Personality – What are 3-4 adjectives that best describe you?
When building a personal brand, one’s personality attributes should be aligned with your desired job, career. Like in my case, being creative, having a sense of humor and being confident. Work well with my career choice being a consultant and speaker.

Promise – one’s promise is what they commit to delivering on.
For example – if you are in sales, you’ve got to be able to successfully sell. If you are in Healthcare administration, your attention to detail and problem solving must be mastered etc.  One must be able to deliver on commitments and promises. Walk the talk.

After your brand essence is complete, then you must weave this platform into all of your touch points.

Who are your target audiences?
Who are the key company decision makers? Who are the other influential people in your network, who can make  recommendations and introductions? Friends, former employers, people you do business with etc.

Touch points fall into three categories and need to be aligned with one’s goals.

These are:
1) One’s visual package
Research shows that visual elements are the #1 influencer in impressions people draw from others. This means your wardrobe, hairstyle and grooming all matter. Depending on the job and position you are seeking will determine the best look for a person.

Additionally, your tools like resume, business cards and thank you cards also impact the judgment you may earn.

2) One’s communication skills and style.
Next to the visual items, people are judged by their communication skills and style.

Communication style has three equally important areas.

Verbal
How do you sound? Is your choice of words the best they can be and aligned to your goals? And the confidence and attitude you exude, is it consistent with your goals and does it lower the risk of the potential employer?

Written
How do you write? From your resume, to a thank you note and your social media footprint, do these items communicate an impression that aligns with your goals?

Body language
What is your body language communicating? This includes your posture, handshake and eye contact. Are you poised and confident or unsure and down and out?

3) One’s substance and behavior.
The objective in personal branding is to be authentic, but based on your job goals; one must consciously increase the volume and clarity of their brand, offering potential contributions to a company’s success.

And finally, one must have substance and behave in a way that validates their position and image and supports all other touch points.

You must demonstrate evidence that you walk the talk, and are what your packaging communicates?

This means be really good at your craft and your job. The most skilled and competent people get the jobs first. And that’s where you want to be.

This may mean taking classes, accepting an unpaid internship or doing volunteer work with another job just to pay the bills.

And you must work the plan with passion and consistency everyday.
Think before you move. Stay in tune to the ideal brand you want people to have in their heads about you.

As a wrap up, here are five small things that have big instant impact on your personal brand.

1) Have a strategic online footprint that depicts you as you want your buyers to view you
This means have a LinkedIn account, a Twitter account and if you have business appropriate videos then a YouTube account too.

A landing page about you is a good idea, one that is hosted with your name.com. And if you’ve got something to say, a blog is extra icing on your brand cake.

2) Keep your promises
This means do what you say, say what you mean and walk your brand talk everyday.

3) Associate with people that are consistent with your brand
This means birds of a feather flock together. Don’t be hanging with bunch of crows if you are an elegant, sophisticated swan.

4) Look your brand
This means put the costume on when you are in public. Whatever your image is, support it with the right wardrobe, car and office.

5) Be consistent
This means frequency of a message, makes the message stick. Look at all your touch points, web, business communications, email, phone message, thank you notes, resume etc.

Need a little help with your personal brand? Check out some of my ebooks that can help you brand up your image and reputation.

Below is the second half of the Daytime segment that aired on 12/15/11

By Karen Post, on October 3, 2011

For many years I was the youngest in many business situations. I was younger than all my employees, having started my ad agency when I was 22. I was also the youngest to sit on important boards and I was considered by many to be a very young entrepreneur running two companies.

Then one day that changed. I’m not really sure exactly when this happened, but suddenly—while I still felt young, liked loud, new rock bands, trendy fashions —I turned 50! YIKES!!

My amazing life has raced through three decades and now I’m not the youngest any more, except when I go to an event at my mom’s senior living community and thank God, I am the youngest there.

What I am still is very young-minded, contemporary and a hip aging entrepreneur. I’m not sure I love the way that sounds, but until I can find that back-in-time retro aging potion at Walgreens, what is, is, and I’ve got to embrace my new place in life.

Why not? Vintage wine gets better with years. So I’m going to turn my modern maturity, earned wisdom and even my new challenges into super-charged fuel that takes me to even higher places in business and in life.

So stay tuned for upcoming blogs addressing–

When your mind says Go! And your body says No!
Forever young—keeping your competitive edge sharp
It’s never too late to start a business, start over or start a party

By Karen Post, on February 11, 2011

This week,  New York City celebrates fashion week. Thousands of style gurus from around the globe will get exposed to the hottest new looks, designers and trends as they all proudly prance on the catwalk.

A noted item this season looks a lot like an old “fanny pack”. However, now it is called a “belted satchel” or as creative director for Diane von Furstenberg, Yvan Mispelaere proclaimed they are “hands-free bags”. Mr. Mispelaere refers to the smashing accessory as an item of functional shape, but with a touch of glamour, luxury and seriousness.

The old item with the new life sells for $325 to over $4,000.

A little strategic word-smithing goes a long way or should I say, a reincarnation of a nomenclature?

Here’s a few others that come to mind.

Mercedes, BMW,  high end cars
Old word, used car
Reborn word, pre-owned vehicle

Groupon and LivingSocial
Old word, coupon
Reborn word, deal

Name re-birthing does not just apply to products, people do it too.

Bernie Madoff’s daughter in law last name
Old word, Madoff
Reborn word, Morgan

Need more resources on brand naming? Check out these previous blogs.
3 A’s of an awesome brand name
Koolwordz
Name you business

By Karen Post, on December 28, 2010

My good friend Jim Blasingale, fellow entrepreneur and host of The Small Business Advocate Radio show,  invited me back to his show this morning, Monday, at 7:00 AM Eastern time.

If you missed it, click below to listen to the two-part interview discussing:
1) Reinvention of you or your business for the new year
2) How small business branding is changing

Also check out Jim’s site. On the air since 1997 and the Internet since 1998, it’s packed with insight and multi-media content from some of the top business experts from around the country. Jim’s show is the world’s only weekday radio program dedicated to small businesses.

What will you do in this new decade to be more honest and authentic? Rebrand your business? Listen to the 1st half of the discussion.

Click below to hear the 2nd half of the discussion on the impact of business branding in the 21st century.

By Karen Post, on November 16, 2010

In January, I decided to make 2010 my fittest year ever. So far, so good. I made a plan, stuck to it and have seen results. I have been hitting the gym, running, logging one hundred plus miles on my bike every week and I have been participating in road races. I will be thinking about goals for 2011 soon. A scenario that played out during my fitness quest made me think about marketing planning for the coming year.

I recently won a $100 gift certificate to a local merchant who sponsored one of the events I’d entered. I had frequented this establishment once or twice, but, I was loyal to a competitor. I was looking forward to picking up some new workout gear and, perhaps, being convinced to change my loyalty. If I had a good buying experience, I might have been swayed since this store is walking distance from my house and my “favorite” store is a twenty minute drive. Here’s what happened.

I walked into the store and started to browse. An employee, or was it the owner? approached and asked if I needed any help. I smiled and said, “no thanks. I am just looking. I came by to use the $100 certificate I won in the raffle at the race that you sponsored!” He looked at me with an expression of disdain, groaned and went back to another part of the store.

Did I feel compelled to spend more than the $100? No. Did I feel welcomed? No. Did I want to grab a bunch of stuff and leave as quickly as possible and tell a bunch of people how obnoxious I though the salespeople were? Yes.

I collected my $97 worth of merchandise, checked out and left wondering why they bothered to offer the gift certificate. Clearly, they did not want to gain a new customer, or they would have acted like it once they got the new customer in the door. Perhaps they hoped that most would not be cashed in since the bulk of participants for this race came from out of town, but they would get some name recognition as a sponsor? Only they know.

Anyone who is in business would always like more customers, and there are lots of ways to achieve that goal. The last quarter of the year is usually the time when we review how we did this year and start thinking about our marketing plan for next year. While you are putting together your strategies and tactics, ask yourself the following questions.

1.      Do I really know my brand? If you were to describe your brand to a complete stranger, would you be able to express the core of your business in a sentence? Would it be memorable and unique or would it sound like you were describing one of your competitors? You need to have a laser focused, crystal clear vision of your brand before you can engage in any marketing activity.

2.     Do I know my customers? Do you have a good customer database? Do you know who your best customers are and why they decide to buy from you? Do you know their buying habits? Do you know enough about them to be able to provide them with a solution to a problem before they come to you with it? The only way to build deep relationships and a solid repeat customer base is to be able to have answers to these questions.

3.     Do I know what I am selling? This is similar to your overarching brand strategy, but specifically, what are you offering to the market place. Do you know the practical, as well as emotional benefits of your product or service?

4.     Do I know what my customers are buying? Similar to the preceding question. Do you know both the practical and emotional benefits your customers are seeking? Are they aligned, or is there a gap? Make sure that they are one in the same before you start any marketing communications. This will require some customer research which you can conduct on your own. You can have conversations with your customers, you can use free polling software on your website or you can start a discussion on your blog or your Facebook page. You can also monitor conversations on line, search Twitter and find out what people are saying. Be creative in your data collection. Also, be transparent. People will be willing to talk to you if you tell them why you are seeking information.

5.     Do I know my customers buying habits? Where do they interact with your company? At a store? At your store? Online? You need to know the where they are and how they buy in order to get the most impact from your marketing efforts.

6.     Do I know who my competition is? Once you know thyself, you need to be aware of all the other firms that will be vying for your customers’ attention and dollars. You should be aware of their market positioning and marketing and sales strategies, as well as how they are perceived in the marketplace. Knowing this will help you differentiate yourself. See number 1.

7.     Am I aware of my growth? Are you keeping tabs on things such as sales and market share so that you can measure results? You can’t measure that which you don’t track. It doesn’t require sophisticated software. You can build a simple excel worksheet and keep track of a few metrics. If you have a website, Google Analytics has a heap of free tools that you can use to track traffic, referrals, time spent by visitors, and which pages are the most captivating.

8.      Do all of my employees know what our brand is? You can do all the brilliant marketing in the world, but if one of your touchpoints is off, you’ve lost credibility. Marketing may be a department, but everyone in the organization needs to know, live and breathe the brand.

9.     What are my goals for marketing dollars spent? As in the example I cited above, the sporting goods shop might not have thought through their promotion. Did they just want their name on an event? Were they interested in new customers? They got a new customer in the store, but they certainly didn’t retain them. They should have had some sort of informal plan as to how to treat that new customer, or any new customer. Essentially, it all goes back to branding. If that company had made customer service a core brand value, I would likely still be shopping there. Do you know the difference between actions that will cause a splash or temporary spike versus those that will create customer retention and loyalty?

10.  Do I know what it costs to get a new customer? To retain an old one? Every marketing text book will tell you that it is cheaper to retain customers than to get new ones. Do you know the costs? Do you do things to retain the group that is cheaper to keep? There are some banks and other businesses that offer discounted rates to new customers. As an established customer, those kinds of tactics irk me since all I seem to get are mystery charges every month that I have to spend time on the phone getting resolved and removed from my bill.

11.  Have I kept track of what works? Looking back over the year(s), do you know what has worked? Do you know what has been a real stink bomb. Can you build off successful tactics in the past while developing new, creative strategies?

12.  Am I willing to take some risks? That answer has to be yes. Carve out part of your marketing budget and your brain space to allow yourself to try something new and different.  The only thing you are allowed to do if it doesn’t work is say, “that didn’t work, we won’t do that again, but we will take another risk.”

If you need help nailing down #1 on this list, you might find the Differentiate Your Product or Service Ta-Do List helpful. http://tools.oddpodz.com/ebooks-and-downloadable-tools/ta-do-lists/differentiate-your-business-product-or-services/

By Karen Post, on November 6, 2010

This week I was working in the Bahamas, The Atlantis, Cove Resort to be exact. I am so fortunate to do what I love, get compensated and be in place where the word paradise associated with a destination is an extreme understatement.

The experience was one of my best ever. The accommodations were incredible, service divine and even the beach cats were over the top gracious and welcoming. This beach cat parked next to me as  I was chilling in the sand, sipping on a nice glass of wine, while writing this blog. Didn’t beg for anything, just hung out with me.

I addressed SITEglobal (Society of international travel executives). This conference was their foundation event where they mix fundraising, (which this even raised over $80,000 for research) education and power networking. SITE enables organizations to achieve optimum performance through inspirational experiences and productivity incentives.

My roll was the keynote speaker, as their event theme was “A Brand New Day”.

The incentive travel industry has been hit hard these past few years not only by the recession but, from the negative perceptions of high-profile industry bailouts and economic woes. And to make matters even rougher, the media reports about the increase in crime from pirates to drug cartels to terrorism have had a grueling impact on corporate incentive travel sector.

As I told them, no business is ever immune to these uncontrollable circumstances. However, when things get tough, the tough Brand-up! And that was my message.

The audience was a balance of independent destination companies, visitor and convention bureaus to multi-national travel and destination service brands. All faced challenges ranging from more demanding price-conscious buyers, learning and leveraging new technologies and social media, to how to best stand out in a competitive environment of many excellent choices.

Highlights from my program included:

• Branding is the art and science of being an offering of choice.
• This is accomplished by accumulating positive impression in the minds of your market.
• Anything (product, person, company, service, team, destination etc.) that competes is an opportunity to brand.
• As soon as you start doing business you have a brand.
• Marketing is the process. The brand is the end result.
• Strategic moves and smart tactical actions can make your brand more desirable.
• No risk. No brand.
• Requirements for successful brand.

-New mindset about selling, loyalty, social media and control
-Metaphors (in story, names and processes) are huge opportunities to differentiate
-Frequency in messaging (all touch points) is as important as the message

For a copy of the SITE BRAND-UP!! download here.

To listen to the song BRAND-UP! or share click below.

Have a question? Post it here or go to Oddpodz Linkedin group and post it there.

I want to personally thank Neal Shiller from International Speakers Bureau for bringing me this opportunity, Carol Girouard of  Pinnacle meetings, events and incentives who was the education chair and all of the wonderful sponsors and members of SITE.

Over heard -
At the Sea bar in the Atlantis, Cove Resort
“Traveling with my family, I’ll have two shots of Patron”

At one of the evening dinners
“Bahamas hospitality is so genuine, every one smiles, they connect and look into your eyes and sincerely are grateful that you selected their beautiful island for your business or pleasure”

After my presentation
“My brand is a nightmare and your talk was a wake up call to changing that, thanks!”

By Karen Post, on November 2, 2010

That all depends on whether you’ve given much thought to and taken action on  your personal brand.

I interviewed my buddy and fellow personal branding expert, Dan Schawbel, for his insight on the this powerful business subject. Dan believes a strong personal can attract both business and career opportunities like no other magnetic force. Click the image below to watch the interview.

Read on for Dan’s added thoughts on the topic of personal branding.

The Importance of Personal Branding: How to Stand Out in Today’s Opportunity Market
Stay relevant or stay unnoticed. You need to be relevant to be desirable in the marketplace, and you should prepare yourself for the careers of the 21st century. The U.S. Department of Education estimates that 60% of all new jobs in the 21st century will require skills that only 20% of current employees possess. You need a sense for what skills are important in your chosen industry, and which ones might be significant in the future.

Find your niche– you have to specialize. Being a generalist will help you adapt to new jobs because the market changes all the time, but specializing will make you more desirable to hiring managers. In fact, 71% of hiring managers are looking to fill “specialized positions” while 61% of job seekers considered themselves to have “broad skill sets”. Companies are looking to hire experts in their fields to solve real business problems. Become an expert in an in-demand field and you will have leverage over the recruitment process, make more money, and securing a stable position. Once you’ve chosen your field of specialization, you can become an expert by getting a second or advanced degree. Schools like DeVry University and its Keller Graduate School of Management offer specialized bachelor’s and master’s degree programs focused on high-growth career fields. You should do some research online to find flexible and affordable opportunities to dial in your personal brand niche.

The competition is relentless. The economy has created a tough job market for most individuals, especially inexperienced college graduates. There are currently 2 million unemployed college graduates, and companies are hiring 22% fewer graduates. Our country is becoming more educated with about 40% of Americans having college degrees. Having a college degree is extremely important for building a foundation for future success—a general bachelor’s degree is a great entry point, but having advanced or second degrees is a way to make yourself stand out and advance your personal brand.

Interpersonal skills are becoming more valuable. A brand requires a personality if it’s going to be distinctive. Your personal brand needs to be personable and attract positive attention. Organizations are starting to place a higher value on interpersonal skills (communication, teamwork, organization) and cultural fit, instead of technical skills and experience. A new survey by Right Management shows that 31% of companies feel that organizational culture and motivation fit is important, while only 12% are for technical skills, and 11% are for relevant experience.

Perception (how we present ourselves) is king. It’s the little things that count, whether you’re in an interview, or interacting with people online. A CareerBuilder survey states that 67% of hiring managers say that failure to make eye contact would make them less likely to hire a job candidate and 38% said lack of smile. People will judge you on small things that make a big difference.

For more on Dan and  a copy of his new personal branding magazine visit his website too. http://danschawbel.com/

Dan is the author of the #1 international bestselling career book, Me 2.0: 4 Steps to Building Your Future (Kaplan Publishing). Me 2.0 made the New York Times summer reading list for job seekers, was one of three social networking books recommended by Shape Magazine, was the #1 career book of 2009 by The New York Post, is a #1 bestseller in Japan, and is also being translated into Chinese, Korean, and French. Recently, Dan was named to the prestigious Inc Magazine 30 Under 30 list.

By Karen Post, on September 8, 2010

Seemingly in every business category today, more businesses are being commoditized by the sheer abundance of choices customers have. It’s customers who decide who leads and who fails. How competition-proof is your business right now?

When customers have abundant choice, competition is always fierce. How do you differentiate your business in ways that matter to your customers? How do you command premium prices and greater profit margins when everyone else is discounting prices fighting to break even? More importantly, how do you, a creative entrepreneur, gain radical advantage over your would-be competitors in an ultra-competitive marketplace? I’m absolutely sure these questions swirl around in your head on a daily basis.

Here are six strategies that are fundamental to creating a competition-proof business– one that’s aligned to your greatest passions, talents, vision and life goals. For many entrepreneurs, (myself included) creating more value for people through creativity and innovation is a burning passion, and a fabulously cool way to travel through life’s journey.

Strategy One- As you think, so it becomes!
The seed of all great innovation is thought. If you fear your competitors, and believe their presence controls your success, they will. On the other hand, if you believe there is always an abundance of opportunity available for all, and your thinking is always in that inspired direction, opportunity will always be present for you.

Strategy Two- Do what matters to you and serves others!
What do you love? You must engage yourself in what you love–in what brings meaning and joy to your life. More importantly, what brings meaning and joy to you must serve the good of others as well. When you do this, you begin to realize there are no limits to your growth and success. You delight in asking yourself ” how far can I go?” Your business is the creative venue for this expression!

Strategy Three- Be different, and make a difference!
What do you stand for? To be competitive-proof, your business must be good–and different. Radically different! To radically differentiate your business from the slush pile of good, you must position your value proposition (what value and benefit you provide to people in need) within a deep and narrow focus. Your product/service must be highly specialized, and solve specific problems with better outcomes than people are currently experiencing.

Strategy Four -Provide more use value than you receive in cash value!
Here’s the source code for zero competition: whatever the amount of cash your customer pays you is always reciprocated with an experience of greater use value. Whenever customers perceive greater value in the (experience) use of a product or service than they paid in cash for it, they become raving, loyal customers, if not outright non-paid advocates of your business.

Strategy Five- Focus on your genius, delegate everything else!
The force multiplier in value creation and business growth begins when you elevate yourself to a place where all you focus on is opportunity to create value. Everything else is delegated (outsourced). Give yourself permission to allow the unique genius in you to run the show. Haven’t tapped into your genius yet? Here’s a clue: It feels so natural to you, you hardly give it any attention at all. You are so amazing at it, you don’t even sense it’s power to transform your current circumstances– and you have never been without it!

Strategy Six- Turn customers into your non-paid sales force!
To attract opportunity, create value for others first. The marketplace rewards those who earn and deserve, never because they desire or need business. It can’t be said enough–always make the customer successful first! When you do, your customer’s will be life-long ambassadors of your success.

When you develop the disciplined thinking and action required to implement these important strategies as a daily practice, you’ll be astonished at how fast your breakthroughs in growth will occur. It will be in quantum leaps rather than incremental spikes.

The reason is simple. When you free yourself to focus only on your most important activities, relationships and opportunities–increased revenue and profits are the natural result.

Thomson Dawson helps creative entrepreneurs and solo professionals gain more clarity and confidence to pursue their best opportunities for a bigger, better future. Get your FREE Guide to Building a Competition Proof Business: www.whitehotcenter.com

By Karen Post, on August 13, 2010

Karen recently wrote a post about 3 top –female, A-list bloggers who have earned a high-level of traffic and readership. Interestingly, the theme of “truth” is integral to each one of their blogs. I read a few entries by each author and the overarching take away message was that whether in your business or personal life, you need to be authentic. The articles made me think of a few business questions that you should ask yourself and answer truthfully. Really. No fibbing.

We all know the rule, “honesty is the best policy.” And, we’ve all probably fought the truth a time or two in our lives only to learn that the old cliché rings true.  So don’t fight it. Here are four questions to ask yourself in business to set you free and help you avoid business mistakes and work-life misery.

1) Why am I doing this job?
Tell the truth. Is it to impress your friends? Are you living up to someone else’s expectations? Is it to use a degree you spent a lot of time and money earning? Is it for the salary? Is it for the hours? Does it allow you flexibility? Does the compensation allow you to enjoy a capital intensive hobby? Does it allow you to provide for a family? Is it a stepping stone to something better? The reason is not as important as you knowing the real answer. When you know why you are toiling away at your given job, you should be able to maintain a level of satisfaction in your work life. If after answering this question and finding that your reason leaves you wanting to break out of your cubicle and go out on your own, proceed to question two.

2) Why do I want to start my own business?
Is it because you simply hate your job? Is it because you don’t know what else to do? Those aren’t the right reasons. Ideally, you should be starting a business because it is solving a problem, improving some corner of the world, but in either case it should be self-sufficient (non-profit) or turning a profit. Otherwise, keep it as a hobby. The value proposition you put in your business plan should not differ from what is in your heart.

3) Am I tapping into my natural strengths to do my job?
Believe me, if you can tap into what comes naturally to you in your career, do it. You will still encounter challenges and you will have to put in effort to succeed, but it won’t feel like rolling a boulder uphill every day. Don’t fight nature. I tried to, and each time failed miserably. Here’s a case where I had to embrace reality and realize that I couldn’t be anything I wanted to. I have been obsessed with horses since the first time I laid my eyes on one. In fact, it has become part of my identity. On more than one occasion, I have been referred to as “that tall horse girl.” When I was six years old, I wanted to be a jockey. This dream began after watching the Black Stallion, reading International Velvet and watching Triple Crown Races. Unfortunately, I surpassed the height and weight requirements for the job by the fifth grade. Jockeys are typically 5’ to 5’7” and weigh in at 108 to 118 pounds. No amount of hard work or determination could make me that size. Did I give up on horses completely? No. I discovered show jumping. No height or weight restrictions and you get to go fast while clearing obstacles. In this case, the restrictions were physical, but the same thing can happen with other aptitudes. Do you struggle with math and hate rules? Finance and accounting probably aren’t good fits for you. Think about things that you enjoy doing. What aspects of your work do you enjoy? What things do you like to do outside of work? It is possible to focus on using these attributes in your career. If you’re not quite sure what your natural strengths are, you can tap into these resources.

Online tools
Personal SWOT analysis

Schein’s Career analysis

Or, check out this book,

Do What You Are:
Discover the Perfect Career for You Through the Secrets of Personality Type

Should you decide, you need to make some significant changes, maybe even a reinvention brand that is better aligned with your authentic you, Oddpodz Reinvention TA-DO list is a very concise action plan to get the process going

4) Why am I taking XYZ initiative?
You’ve seen that everyone and their grandmother is on Twitter, or that Old Spice had success with a viral YouTube video campaign. You decide to dedicate your efforts to a multi-faceted social media strategy. Stop. Why are you doing this? Will you really reach customers with this? Will you be building your online brand presence? Will you be able to measure and track your results to obtain some sort of ROI? Or, are you taking these actions because they worked for so and so? While it is good to keep abreast of the latest marketing tools, make sure that you spend your time and money on the ones that will produce results for you based on your business and its goals.

Can you think of any other questions that are important to answer? Please share.

By Karen Post, on July 23, 2010

Karen Post, international branding authority, and Oddpodz will be giving away a $10,000 brand makeover to one lucky company. The winning organization will receive a brand audit of their current brand, a new brand identity, brand strategy, brand language and a brand touch point map. Full contest details will be announced within the next 30 days. All candidates must be opted-in to the Oddpodz email list to be eligible to win. You can register in the upper left corner of the home page. Help spread the word, tell your friends to sign up too. If you have any ideas on how to select the lucky company please post a comment.