Anywhere, Everywhere

When I was starting my career in public relations, having an employee or consultant off-site was considered impossible. Even if you had a laptop, it was slow, cumbersome, and you had to plug it into a wall to check your email. Most professionals had cell phones, and conference calls were all-the-rage for keeping in touch with anyone who happened to be out of the office on a business trip. Telecommuters were looked upon suspiciously – like someone just cruising around for an excuse not to be terribly productive.

Today, working from your home office is considered a critical time management tool, and I use it as such. I’ll turn off my ringers for my cell and office phones, turn off the email sound – and the only “co-worker” I’m likely to be interrupted by for a “quick question” is my dog Louis, hopeful that a quick walk or treat is in his immediate future.

Today, with e-mail, intranet, internet, faxing, and overnight delivery, there is literally nothing I cannot do for a client from my home office. Of course there are clients that need occasional face time, and for those folks I’ll make the occasional visit to their offices in whatever city they might be – so far I’ve hit Chattanooga, Tenn., Knoxville, Tenn., Memphis, Tenn. and Cincinnati, Ohio for occasional client visits.

Every now and then I’ll run into a potential client who is a little unsure if I can efficiently manage their business off-site. I happily explain to them I can efficiently manage their business even better off-site, because I can stay focused on making their business more profitable, avoid typical office fracas, and have no need for a long lunch break or a back-breaking commute. If they need something immediately – well, I’m just a phone call away.

I’ve led staff meetings and committee meetings on the phone. I’ve delegated administrative tasks via email. I’ve made remote presentations from my computer, and have landed numerous newspaper articles for clients (as far away as Detroit, Pennsylvania and New Hampshire) just for sending a pitch to the reporter from my desktop.

So, if you are feeling nervous about hiring someone that works from their home office, ask yourself this question: are they able to deliver professional results, on time, no excuses?
If you work from home, make sure your clients know you are devoted to making their business better – no matter where you are – and you’ll have plenty of business opportunities, contacts and clients. Everywhere.

"To be happy in this world, first you need a cell phone and then you need an airplane. Then you're truly wireless.” – Ted Turner

A Branding Opportunity

Recently I promised to give you some great information about branding. I asked a colleague and branding expert, Jay Blumberg, Partner, The Deciding Factor in Mason, Ohio (near Cincinnati) to provide some insight on what small businesses and non-profits can do to solidify their brand while maximizing their marketing budget.

I expected a three sentence (maximum) answer. After all, Jay’s a busy guy running his marketing agency, he has three kids involved in lots of activities (some of which he coaches), not to mention a million other things to manage. I should have realized after working with Jay (on and off) for well over 10 years that he never does anything halfway.


Here’s the question I posed:



What advice do you have for a small business when crafting a brand identity?


Here’s Jay’s answer:


Gain a very good understanding of the personality of your company. The brand personality of a small company is often reflective of the personality of the owner. Don’t fight it. Use it as a strength because your employees support it and your customers have responded to it. For instance, if conservative is comfortable, a conservative, but classy and professional brand personality will be stronger for that company than going zany, fun and crazy using a wild color pallet.


Become crystal clear on what makes your company different than the competitor. No cop-outs. Find that nugget of information that makes your company different from your competitors. You must dig deep. What makes your company unique may simply be the personality of your brand, your fresh approach to the business, your innovative thinking, or your unique process that helps you solve your customers’ problems. Therefore, no cop outs. Every company I’ve ever worked with on establishing their brand and what differentiates them has given me the top six cop-outs, which are:

• Our people – No, your people used to work for a competitor
  
• Our facility – No, your building was built by the same company who built the building for your competitor


• Our customer service – No, good customer service is part of the cost of entry. Every company should have great customer service.


• Our product – No, your product is most likely very similar to those of your competitors. Producing a good product is also cost of entry. Without a good product, you have no company.


• Our technology – No, the technology used in your company is most likely not proprietary. Having the latest in technology and remaining ahead of the technological advancement curve is definitely a good support point.


• Our value – No, if you don’t provide good value for the money, people will not buy your product.
  

Dig deep and determine what you promise to your customers. Be sincere and be unique. Branding starts with your values. Tide promises to keep clothes bright and clean them better than competitors.

Be consistent with your branding efforts. This does not mean that you have to spend a tremendous amount of money. Start with the basics, but invest the proper amount of money. Don’t take short cuts. Work with the professionals to develop your logo and the materials that will represent your company in the marketplace. The two most important branding tools are your business card and your website. Your business card should be created to reflect your personality. It should represent your logo and your contact information in a professional and memorable manner. Make your customer remember your business card. Also, don’t scrimp on the paper. Have your business cards printed on a heavy weight stock and only include pertinent contact information. Don’t make your business card into a capabilities brochure. It will become too cluttered and it will dilute your brand. Your website is where your prospects will go next to determine if you are credible and legitimate. Your site does not have to be comprehensive. It needs to be professional, easy to use and convince your target audience that you can handle and solve their problems.

Remember, your company is only as strong as the brand behind it. Without a trusted brand, your company will struggle. Brands are the first impression and you know what they say about first impressions – you don’t get a second chance.

This advice is applicable to any kind of business - real estate, political campaigns, consultants (like me), non-profits, interior design - this list goes on and on. A huge thank you to Jay (and all those other fabulous people at The Deciding Factor). Start today applying Jay's branding genius to your business. Opportunity knocks. - AMD


"I was seldom able to see an opportunity until it had ceased to be one"—Mark Twain

Can You See Me?

I don’t see well. I wear contacts and all, but aside from the fact that my eyeballs are purely decoration without assistance from my optometrist, sometimes I am super-focused on my task or destination, and even if I see something – I could be looking right through it.

Often when I am running, I’ll hear loud honking, and arms will be flapping out of rolled-down windows, sometimes even accompanied by a “Hey, Amy!!” as the car speeds by. Dear neighborhood friends, I have an alert: I can’t see you. Your windows are dark, and frankly, everyone looks the same when travelling at the speed of light down windy roads (watch out for that speed trap!)

However, I might know who you are if I recognize your car, you slow down a little, and maybe if say your name.

It’s the same with branding.

In this crazy world we live in, advertising and other marketing messages come whizzing by a mile a minute. Take a day and count them: how many postcards in the mail, billboards on the highway, commercials on the show you forgot to Tivo, radio spots, etc., etc. cross your path? Now, which ones do you really remember?

See my point?

You must brand your product well, in a way that is easy for today’s savvy consumer to grasp quickly, and the resistant consumer to see how your product makes their life better.
If you did your homework from the last post, you have a good idea about what sets you apart from your competition. It’s time to take that information and develop it into a great brand – something your customer will always recognize and value.

Tell me who you are. –AMD

Who are you? Who, who, who, who? --Pete Townshend