Notes

Brand Yourself - Necessary to Your Success
A young mother visited Mahatma Gandhi and complained that she was attempting for a long period to make her son quit eating way too many sweets and sugar. Like each mother, she was deeply worried about the results of sugar taking that may harm his health. Taking into account his reputation, she asked Gandhi if he would consult with her son about his eating sugar in the hopes that the words of that great man would encourage the young boy to stop eating sugar. She was surprised when Gandhi said to her: Keep coming back in 90 days, because I have to prepare myself to speak with the boy about his eating sugar.

It elicited great interest of individuals living in her community and broader area and many of these wondered why he needed 90 days to get ready himself for that task.

Various rumours spread and everyone interpreted and speculated concerning the reasons for such an act.

After 90 days, in the current presence of a lot of people, Gandhi sat beside the boy and in a straightforward way told him that sugar was not best for his health, and he would be bigger, stronger and healthier if he consumed it less or none. The boy agreed to begin the journey of not wanting to eat sugar and from that moment on he reduced the intake of sweets and finally completely quit eating them. Noticeably surprised, the woman thanked Gandhi for his wisdom, compassion, and words and asked him why he needed 90 days to get ready for such simple message. Gandhi replied profoundly: "Reputation alone is not sufficient. Upon your visit fourteen days ago, I too was eating sugar." And he continued to explain he could not speak of or teach the young boy to not eat sugar if he himself hadn't taken that journey.

Imagine that you wake up one morning and in daily newspapers, in the column on stock market quotations, find along with regular issues also your name. Exactly, your name is like a share on the stock market.

Now ask yourself, just how many people would demand, not to use the term "purchase" because of its potential inadequate connotation, your share, meaning you, of which price, to which extent and why?

This is exactly what are we discussing with regards to one's own brand. There are many definitions of brand. Essentially, an individual brand is really a synonym for the reputation. It indicates just how other people see you.

Each of us is a brand, whether being aware of it or not.

The easiest way of finding out your individual brand is playing a casino game of association. Write your name on a piece of paper. Then, without thinking, write below three words that immediately evoke associations of you, for instance: reliable, professional, positive, entrepreneurship, books, etc.

Look at all three associations and circle one, just one word that you think people would call up immediately upon hearing you name.

T here upon, ask, without sharing the associations using them, a broader circle of friends, family, neighbours, experts, chiefs, fellow workers, etc., to do exactly the same and hand it out to you or, even better, to place it in a mail box, anonymously, in order to remain to the very end honest with you, having no fear that you might get angry or misinterpreted the items they have written.

Always be aware that feedback may be the breakfast of champions.

Review all associations and compare them with yours. Pay special attention to that one you and others have circled.

In that sense, "Your personal brand is about how many other people think about you, it's not what you think about yourself."

Very good news is that the non-public brand may be built up and founded in a way and direction you want.

To achieve that, we shall follow a simple three C's of personal branding comprising: clarity, creation and consistency.

C- Clarity - it may be the most crucial phase in your personal brand building since here you lay down a cornerstone of your future personal brand. After we've got to learn how others see us, we ought to define our fundamental life values and get response to the question: that are we, what do we believe in, what values do we cherish..? At this stage you have to be completely honest with yourself since only a brand which is consistent with your daily life principles and philosophy may become and remain authentic.

Then we must make clear: Who are we? What's our occupation? What's our field of activity? What are we currently the best at? What would we prefer to do in future? What would we prefer to differentiate us from the pack? It really is an imperative here to define USP (unique selling proposition), that one thing, just a single thing, whichh makes us not the same as others, that makes us unique.

I had made a close and friendly connection with Muhammad Yunus, Founder of Grameen Bank in Bangladesh and a developer of the concepts of microcredit and microfinance, before he became the Nobel Peace Prize recipient. At a conference in Paris, he revealed to me in a long conversation how he defined his USP.

Yunus is really a doctor of economic sciences and graduated from the one of the most prestigious world schools. However, it alone had not been sufficient for achieving success. Science of economics and business covers a very broad area so he had to select particular specialization. He made a decision to do specialization in economic development field.

Subsequently, just like medical doctors or lawyers, architects and other professionals, he should define his sub-specialization. He chose the poverty field as a worldwide phenomenon then one he was grown up with; something his country had been fighting against for a long time.

Within that phenomenon USP, something unique he would be recognized for, ought to be defined. He realized that the then economic concepts usually do not affect positively the lives of the indegent from his surroundings.

Carefully observing, he learned that a lot more than 99% of all businesses on earth developed economies are categorized as the domain of the so-called small and medium-size enterprises, and even 92% of all business accounts for the so-called microenterprises which at average employ only two persons.

Through exploring in his country and beyond, he found out that the largest problem the poor confronted with was too little access to financial resources for start-up, maintenance and further expansion of their business. Commercial banks with the resources available had no reaction to that market; therefore, a totally different approach was needed.

It started being an experiment which includes been later transformed right into a global world movement. It had been 40 years back that Yunus lent out of his own pocket 27 dollars to a group of poor women who made furniture out of bamboo. All 42 women, without exception, returned the loan, earning at the same time some additional money for his or her families. Yunus learned a small, almost symbolic, loan may regain dignity and encourage people to assume responsibility for his or her own lives.

He founded the Grameen Bank which disbursed around six million of loans. This innovative and beneficial approach to a worldwide problem solving has resulted in the nowadays situation where more than a billion of individuals world-wide use micro-loans and over $100 billion can be used for crediting micro businesses as one of the fastest-growing industries world-wide.

Bearing in mind the importance of microfinance instruments in fulfilment of these mission, the United Nations declared the entire year 2005 as the International Year of Microcredit. In 2006, Muhamad Yunus received the Nobel Prize for microlending, economic development, reduced amount of poverty and world peace, and his book "Banker of the indegent" defeated all records of sales worldwide and was translated in virtually all world languages.

Even though this industry has produced meanwhile a great number of first-rate professionals, famous names and undisputed authorities, the name of Muhammad Yunus is right now the synonym and the most identifiable brand when it comes to microloans, or the first association evoked when hearing the term "microloan".

C - Create. When you uncover what brand you would wish to have, we have to define the steps to be undertaken to be able to create it.

I'd like to request you to insert your name in your search provider of choice and see what turns up.

In the event that you name pulls up no information- you ought not be upset about any of it since it offers you a chance to create your new brand right from the start. If your name pulls up some information, the steps will be the same but in such a situation you would deal with the upgrading, re-branding or re-designing of your existing brand.

Basically, you can find two key channels for promoting your brand- online and offline.

Online

We live in the era of information technologies. It might be impossible and irresponsible not to follow that relentless trend. Be sure that it is the first step that someone will make in order to check on you for any purposes- whether to hire you, create a business connection with you or decide to accept or not your invitation for coffee or lunch.

Internet is a powerful as well as the cheapest media for creation and promotion of your brand. Here I am going to mention just few channels and basic rules for with them for the said purpose:

Facebook (www.Facebook.com) Facebook is obviously the most dominant social media service. It really is unbelievable how many persons have Facebook accounts and don't use them properly. Basic rule is that is monitored, absolutely all. You should fill in not only basic data but also the data required in every available sections. As you are doing that, ask yourself: What message you're sending to the people who would visit your account. The photographs you post should be decent and reflect your personality, that's, the message you need to send to others. Complete your cv in great details and make it interesting.

Collection of music, movies, serials, quotes, things you prefer, speak about you a lot and it provides you with an ideal possibility to define by yourself, step by step, your new brand. A simple rule is to connect to as many persons as possible, to update your account regularly, and share the things correspondent to the message you wish to send and remove everything which can damage your brand.

Twitter (www.Twitter.com) Twitter is an online social media and microblogging service that allows users to send and read "tweets", which are in fact texts. The service has recently recorded an increasing worldwide popularity. Nowadays, anyone who cares of his personal promotion comes with an account on this social networking. Share those links via other channels as your connection with these persons makes others perceive you as an effective person, that is, a brandname worth introducing.

Webpage (web site) and blog come in my opinion probably the most powerful form for promotion and building of the own brand.

I have my web page http://www.drcrnkic.org where one can get acquainted with me in a very simple and interesting way, find out about my work and activities, or simply follow my blog where I post regularly the topics on success, and so get a possiblity to participate in the extremely vigorous, interesting and most importantly positive discussions and comments on your blog, Facebook, Twitter and other social networks. It also contains the video recordings of my short presentations, the most famous quotes, stories, announcement of future topics, visits, and in general the activities you might participate, all cost-free.

Use on-line promotion, take active part on forums under your name, and make your appearances with the target to be perceived and recognized in light of your new brand.

Leave nothing to chance, let your social profiles speak for you, be proactive, positive, consistent and you will be surely noticed.

Offline

Here we discuss the promotion in a real, not virtual world. Do you remember the story about Gandhi from the beginning of this chapter? Basic message is you need to live your brand every day at every moment since just by doing so you can reach others.

Look perfect - People are strongly visually-oriented.Some researchers discovered that people make major opinion you in the initial four seconds. Each day before leaving home consider: What clothes, watch, phone, and pendant do I wear?

How well you dressed are and what message do you send by your appearance?

You will never get a second chance to make the initial impression.

All successful people I know pay great focus on their appearance and try to look the best they are able to in every situations. They leave nothing to chance. You never know, maybe just today while you are hoping the least, you will by pure accident bump into the person you wish to meet for some time and who is very important to your success. I made a few of my best contacts that later on helped me a lot in my own job, at the airports.

It repeatedly surprises me how people are carelessly dressed in this situation, given that virtually all successful people travel a lot, that they need to wait frequently extended hours at the airports because the flights tend to be being delayed and behind schedules gives a good opportunity for making contacts with a person who, in normal circumstances, wouldn't normally have time for shaking hands, aside from to talk with you.

Looking perfect, being among the well-groomed and dressed up people at a certain place will boost your self-confidence, reflect toward outside world a note of satisfaction, pride, positive energy and success, facilitating so your contact making or, at the very least helping you send an image of your as well as your brand that you cherish so carefully.

My intention here's not to give fashion advice but to stress the following: If you try to be successful and recognizable and well-known for your success, you should follow some basic rules in your occupation.

Your appearance should be consistent with your occupation. So, in the event that you belong to the business world your dressing should be conservative. Ideal colours for man's suit are dark blue and gray; wear solid shirts and ties without loud colours and patterns; wear the people which fit into an overall picture you want to communicate to other folks.Ladies should wear business wear with the correct length skirt, perhaps a scarf that compliments the suit; less is way better, less jewellery and less colour.

Use only an excellent and decent parfumes. Choose your shoes very carefully and make sure they are always polished and shined.

Subtle, quality accessories (hand watch, mobile telephone, kind of computer, bag) mean a lot and may show that you focus on important details.

Hairstyle should be conservative and you should always be freshly shaved; look at yourself in a mirror and ask how you wish to be perceived by others also to what extent your appearance is consistent with your brand.

Just one additional tip: when buying clothes, spend twice as much, buy half as much.

Choose quality over quantity. Follow the dressing varieties of successful people, especially those who inspire you, and you will not create a mistake.

Seminars and conferences

Try to find out a year ahead which seminars or conferences come in your market niche and their schedules- when and where.

Attend those events, make an application for them beforehand and talk to organizer and offer to participate as a speaker in another of the panel discussions or even to take part in the organization. Anyway, participate actively, ask questions and touch upon the topics in line with you fields of interests. Make good preparation beforehand, look like an individual very familiar with the items a speaker talks about and very soon the news will undoubtedly be spread about you and your brand can be known and recognizable within the circle of individuals matters to you.

Articles and media

Contact professional magazine and mass media. Introduce the editors and journalists. Offer to create a text on the topic you should be known for. Much like the seminars and conferences, usually do not expect to be covered that at the very beginning; payment will come later on, once you build up your individual brand when the price will never be even mentioned, and when the only thing that counts will be your response to their invitation.Start with the minor, less known magazines. Send your article along with your impeccably created CV to other influential newspapers, expressing your readiness to create or comment on something similar for their newspapers, at the time and place convenient to them. Be persistent and calls should come and with each new success, your brand becomes progressively more recognisable and people talk about you in a variety of circles, without you being aware.

You continue to focus on your promotion and all the sudden you feel the brand you wish to be or the brand you wish to purchase for yourself.

C - Consistency No brand has been created overnight. Brand building is really a long-term investment which brings you an excellent potential. In your lifespan you can change companies, occupations and also the countries you work in, as well as your brand will always go with you, even before you.

Building of a solid and consistent brand is time consuming process which requires patience, but most of all it needs consistency in everything you do, discuss, read, and visit. Your individual brand should always reflect your true personality, put simply, you should live your personal brand.

Your office, working room, books you have on shelves, the automobile your drive, the hotels you stay static in, promises you give, each and every part of your life should be personification of one's brand.

Consistency is really a trademark of big brands on earth, let it function as trademark of one's brand too, of that famous stock "I" on life stock market which will many people demand due to the true value for what is not possible to determine the price.

Verdi wrote his masterpiece AIDA. Nowadays, a lot of marketing professionals use the name of this masterpiece because the abbreviation for various things.

I find it will be very convenient to use that abbreviation at the end of this chapter about branding as a couple of steps you must follow to make others to accept your brand, namely, to see you as you wish to be seen.

A - Attention (firstly, grab people's attention)

I- initiative (take an initiative, be proactive, promote your brand-new brand))

D - Desire (arise in others a burning need to recognize and discuss your brand)

A - Action (finally, be equipped for action once your new brand becomes recognizable, attractive, appreciated and too good to be ignored).
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