B is for Branding

Small businesses take note: if you don't understand one thing about branding, you're in trouble... What is that one thing? Your brand, irrespective of what it looks like or resonates, is experiential.

This means that it is a constantly evolving entity, enhanced or damaged by individual customer experiences, bad press or customer service, financial issues and public tussles. To quote someone who knows quite a lot about branding, Michael Eisney, CEO Disney "A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures".

Much can be said about the development and growth of any brand [and indeed that is an entire blog subject of itself], however business owners need to understand that each element of their business resonates their 'brand'. When a customer chooses your product or service, they make a conscious decision to trust you [and, as a consequence, your brand] - if their experience is good, you're on a winner... fall at that first critical hurdle, and you will spend much time clawing their confidence back.

Some bite-size tips to manage your brand reputation...

• Know your value proposition;
• Know your target audience;
• Manage your 'community' well and watch for bad PR - tackle issues delicately but effectively;
• Under-promise and over-deliver [a generalisation for sure, however, there is truth in it] a.k.a. 'Manage Expectations';
• Go the extra mile when necessary but don't overstretch your business's capability.

If at first you don't succeed...

Well, you know what comes next...

This is one of the golden rules in business and one I often talk about when advising and coaching business-owners - here's why!

Generally they have gotten as far as the exciting [oh, and extremely nerve-wracking] part - that is, they've come up with the business idea, maybe even researched it a bit, and then, well, they've become pretty scared because (queue 'dun-dun-dunnn' music) it's now a case of plans and action.

Though my own work is focused on the communications aspect of business - with start-ups [and indeed with businesses in 'revamp' or reorganisation mode], a lot depends on the strategy and plan of the business. SO - things like - what do we do? Who's our customer? How do we get to them?

I expect a robust chuckle from many of you at this point, however, it's not so funny when you're the one having difficulty answering said questions! Here are some of the stalling issues I've come across to date...

1 - Fear: I'm afraid to tell people what I'm doing - in case it's met with 'you're doing what??';

2 - Lack of research / planning: I'm not actually sure if this IS a good business idea...

3 - Getting in ones' own way: Many of us business-people suffer from this 'contagion' - in essence, we're entirely responsible for our own level of success [remember the two 'p's?]

The good news is, you can overcome all of the above. On one condition: you have to want to. At the risk of becoming a walking sound-byte, where there's a will, there's a way - when a business idea has enough depth and rationale to it, within reason, it is doable.

That old chestnut... the 'Glass Ceiling'

I've been planning to pen something about this topic for quite some time now... and it just happens that in the last week, I've had several reminders!

To quote Forbes Magazine's Moira Forbes "If you rewind a year, two years, pick a number in the past decade, doesn’t it feel like we’ve already had the very same conversations, quoting the very same bleak statistics, sharing the very same frustrations?" - I couldn't agree more. What are we doing to change this fact? Not much. There is an unfortunate sense of acquiescence about the whole debate; those involved (and I include myself) seem to just continue on in the face of the obstacles we come up against and not actually do anything to ameliorate the situation.

I have had difficulty with 'getting out of my own way' on several occasions recently, and it seems that this is an involuntary state we women often find ourselves in. Why, I wonder, do we stymie our own progress? Is it genetic? Would someone please do a study and find out for us?

In addition to our own in-build obstacle-factory, we tend to create issues for one another 'in the sisterhood'. Again, some genetic research is required here!

In the last week I had the distinct pleasure of hearing the wonderful Mary Davis (M.D. Special Olympics Europe and Eurasia). During her talk, Mary made reference to the fact that us ladies have a tendency towards being unnecessarily nasty to our fellow womenfolk. Not the most sporting way to behave, it has to be said.

So, while we have the notorious 'glass ceiling' to contend with, we're also quite capable of impeding our own successes...

Perhaps the next tranche of investigation or commentary on the subject should really review the way we women act, and betimes, how we collaborate with and facilitate the constraints in our lives.

Just do it!

(Logo copyright - Nike.com)

You'd be forgiven for thinking that this blog-posting was about branding...

However, this post is centred on the importance of, yes, 'just doing it' in business. Prevarication and procrastination are staunch enemies of creativity and growth in small business - and sadly, they can be the very things small business owners vie with, and moreover, fail to overcome.

Nike's slogan clearly expresses their brand's philosophy (and business identity) which speaks to their prospective or current customer - however their strategy is far more complex and specific - wise for an organisation of its size and reputation!

Small businesses should be mindful of the need for strategy - but most importantly - they need to 'go for' the things they feel will benefit them and grow their business.

Thinking back to a wonderful talk I was involved in organising last year with Molly Harvey (www.corporatesoulwoman.com) - amongst the great tips and hints, Molly pointed to one clear instruction - to 'go with the gut'. I can't tell you just how relevant that point is, especially when the two 'p's' come along!

Always listen to your instincts, they're seldom wrong - and be conscious of when you're straying away from the truth of the matter... then, just do it!

Doesn't this just say it all?!

... I felt I should share this with you, blog-readers...

New Year - What's New?

Happy New Year, loyal blog readers!

Traditionally, a new year brings resolutions, plans, hopes and a whole host of other 'things' for us to shackle ourselves to and then beat ourselves around the place with by the end of the year, when it's likely we haven't achieved them.

My thinking on the subject: be realistic, but don't be lazy... be constructive, but not over-arching... help yourself to change the things you want to, without becoming an incredible pain to those around you.

Now, on a slightly related note, I must say how thrilled I was to see some recognition given to country's lacklustre management skills, which are not restricted to government, I must add! The IMI has recently reported that Ireland's SMEs must 'limber up' and develop their management expertise in order to improve competitiveness (care of IRISHTIMES.com 21/12/10 http://www.irishtimes.com/newspaper/finance/2010/1221/1224285992887.html).

A fine piece of research, I'm sure (I have downloaded said report for digestion later). However, what does it actually mean for small business? A change in mindset for starters - the 'it'll be grand' mentality will no longer suffice. In addition, a clearer sense of purpose, communication and professionalism must come to the fore for many Irish SMEs, who have long been lulled into the sense of profitability through (slightly grubby) flesh-pressing as opposed to ethics and clarity.

Perhaps I am being a little too optimistic, but there is a chance that this 'economic climate' may in fact generate a real chance for change in how Irish business operates.

Yours, in rant,

Olwen

Mindset Management... Make it your New Years' Resolution

Though it may sound a little ‘fluffy’ for some entrepreneurs, managing your mindset is hugely important in coping with the day-to-day challenges of self-employment. Unproductive or negative, catastrophic thinking doesn’t promote growth or development and instead stymies your progress.

Here are three key pointers to help keep your mindset in check:

1. Be conscious

Know what you’re thinking – don’t allow background ‘noise’ – if you’re having a ‘down’ day, it’s probably because your thoughts aren’t of the most positive variety. Feeling negative? Ask yourself why – tease out those thoughts and deal with them.

2. Write it down

Whatever’s bothering you – write it down. Is it that bad? Remember, there’s a solution or options in dealing with whatever it is. Don’t run away from it.

3. Test the reality

Is this issue really possible? Have you left it to fester for so long that it seems insurmountable? Give yourself a ‘worst-case-scenario’ and remind yourself that even that can be dealt with efficiently. How do you feel now?

Remember that you are responsible for how you feel – things happen around us however it’s how we deal with them that directly impacts our mood – in turn our mood impacts how well we cope. Be mindset savvy!