Why and How to Build 'Brand You'

If you’re 'just an employee' (rather than a business owner) or an independent seller or entrepreneur, you might not yet know how important marketing yourself is to your success, whether or not you ever plan to actually own your business.

When you think of the word “marketing” what comes to mind?  If you think of things like advertisements, press releases, events, websites and internet marketing, you aren’t thinking big enough.

Marketing isn’t just for business.

In a sense, as human beings, we all use marketing tactics in many areas of our lives, because marketing is not about activities you do to promote a business, marketing is about relationships.

Specifically, marketing includes anything that you do to attract, engage, motivate or retain people in relationships; in the case of your professional life, these are relationships with customers, co-workers, superiors, vendors – anyone whose opinion is important to your professional success.

'Marketing’ actually includes anything that helps you:

1. Attract people
2. engage people to a deeper level of relationship and dependence upon you for products or information
3. motivate people to take actions you want them to take, and
4. retain relationships and develop loyalty

Have you ever had a co-worker who seemed to have it all together; who most likely regularly outperformed those around them? It didn't happen by accident; it’s because they choose behaviors that bring them success in relationships. They don’t expend energy on negative behaviors. They focus on the future and on others, rather than themselves.

Here are some behaviors you can choose that will help you become someone like that:

• Develop a personal brand. Your own personal style is reflected in the words you choose to use, the clothes you choose to wear and the detail that you show in your personal appearance. Your personal style should be unique and reflect your own tastes, but it should also be a style which contributes to your social and professional success.
  
  
• Don’t toe the line. Many times people do no more than what is asked and expected. They toe the line when it comes to how they behave in the workplace, whether they conform to standards of dress and the level at which they work to meet sales and performance goals. Exceed expectations and goals.
  
  Don’t take the “it’s not my job” attitude; if you see something that needs to be done, do it. Dress for the job that you want, rather than the one that you have. Don’t knowingly violate the employment policies at your workplace, even if you don’t agree with them. Work to make change the right way. Arrive early and put all of the time in that you are expected to.
  
  
• Hold yourself to high standards. Steer clear of gossip and those who gossip. Don’t engage in negative conversations about your employer or co-workers. Say nice things behind people’s backs as well as to their faces.  Be generous with sincere compliments to co-workers and clients. 
  
  Be supportive of the initiatives and programs introduced by your boss and co-workers. Do all you can to see that they are successful. Participate. Encourage. If you do have criticisms or suggestions for your boss, meet with them privately and do your best to express your opinions or suggestions in a calm, clear manner. Use logic and persuasion to help make your point, rather than emotion.
  
  
• Be absolutely present with each customer, co-worker, vendor, etc., in each moment that you have the opportunity to help them. People should feel that they have your full attention when speaking to you, whether in person, on the phone or even online.
  
  
• Remember: It may be business, but it’s still personal. Make writing thank you notes part of your daily routine. Extend sincere compliments generously. Go out of your way to help people who need help, whether or not it’s part of your job. Acknowledge the efforts of others. Write a personal note (or an email) of sympathy or encouragement to those who particularly need it. 

***


Elizabeth Kraus is the author of 365 Days of Marketing.

If you want to build a business which provides the maximum when it comes to customer and employee satisfaction and loyalty as well as profitability, change the way that you  understand and use marketing.  365 Days of Marketing is available on amazon.com or save $5 off the list price when you use the Code USH9VPJG and purchase on my site at 12monthsofmarketing.net.

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Monday Morning Musings

Market participants are back in buying mode this morning despite last week's outsized gains. The positive sentiment has been helped by rumors out of Europe that the ECB is preparing to inject 1 trillion euros into its financial system to support the debt purchases in the region. It is unclear where the trillion euros will come from.

Also, Italy has established a new austerity plan. While the markets applaud this long-term thinking, don't forget that austerity measures will weigh on growth for years to come.

In economic news, the ISM Services index slipped a bit to 52.0 from 52.9 last month, but is still at a level that signals expansion in the sector.

Asian markets were mostly higher overnight, but China fell -1.2%. The dollar is lower today as the euro gets a boost. This is helping most commodities, but gold is heavy and trading a bit lower near $1748. Copper and silver prices are higher, and oil prices are up to $102.

The 10-year yield is getting a boost to 2.10%; and the VIX is drifting lower down -3.5% to 26.55 currently.

Trading comment: On Friday I showed that chart of the SPX reaching resistance levels. That level held as resistance on Friday and turned the market lower. But this morning a little good news (Europe) goes a long way, especially when you are in the final stretch to year-end and performance anxiety among portfolio managers is at a high. Buyers have pushed the SPX right back to that resistance line, which also coincides with the overhead 200-day average of the market. I'm not sure if we will stay comfortably above this level (1265) this week, or if we need to see a little more consolidation. But it does feel like if we don't get any real disappointing news that the market does want to make a successful push above these levels.

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Refutational Marketing.

When I saw this indicator board on the Tube some months ago, I immediately assumed it was faulty and sure enough (as you can see) a train arrived in three minutes. But, in those three minutes, it was amazing how many others passengers (not tourist) surprisingly took it at face value and left to make other journey arrangements.

People believe what they believe. They do so based on their world experience, and yet the majority of marketers focus on positive proclamations about their product or service in the hope that this will change their mind. But to supplant an existing worldview, you need to do more than provide an alternative, you need to undermine their status quo.

People are arguably more intrigued by persuasive arguments that are at odds with their beliefs (especially about trivial stuff like brands). So don't make nebulous claims, debunk received wisdom. Refute people's prejudices. You may be selling products or services, but bundled therein is your expertise and it's that which people really buy.

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Chart of the Day

I mentioned in my opening post on the main page that the market had reached important resistance. Here is the chart:

Hopefully you can see that purple trend line drawn in that I had been watching since early October as support for the SPX. Well on 11/17 you can see that the SPX broke decisively below that trendline, and the market had a correction.

Now, the market has rallied all the way back to the underside of that trendline. That seems like a logical place for the market to take a breather, and I have trimmed more of our trading positions today.

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Unemployment Rate Drops To March 2009 Levels

The market is higher this morning on the heels of further action in Europe to deal with the debt crisis, and an in-line employment report.

Europe was already higher this morning after news out that the ECB would loan the IMF 100-200 billion euros to fight the debt crisis. This is a backend way to get the IMF involved, by the ECB giving them the initial funds. But 100-200 billion euros is a drop in the bucket, and there is going to have to be much more involvement. I suspect EU officials will try to bring in more funds from surplus countries like China, Brazil, etc.

Here in the U.S., the nonfarm payrolls report showed that the economy added 120,000 jobs, in-line with estimates. Private payroll additions were a little higher at 140,000 (also in-line). But the big surprise was the unemployment rate, which dropped unexpectedly to 8.6%. It is now back to levels we haven't seen since March 2009. Some will argue that it's due to more people dropping out of the labor force, but that still leaves fewer people looking for jobs.

In corporate news, RIMM lowered guidance and said it will take a charge related to its Playbook inventories. That means it couldn't' sell as much as it thought, as iPad remains the #1 tablet. It's stock is down -9% so far. As for WDC, it's up 10% after raising guidance and saying it will resume production that had been halted due to flooding in Thailand.

The euro is lower today, but that isn't really hurting commodities. Copper prices are higher, and oil and gold are steady. Oil prices are still hugging the $100 level, and gold is up slightly near $1753.

The 10-year yield is easing back a bit to 2.07%; and the VIX is down -3.6% right now to 26.40. It had been down to 25.30 earlier before bouncing higher. As I have said, a move below 25 that sticks would likely embolden the bulls to be even more "risk on".

Trading comment: The market has now been up big for 4 of the last 5 sessions, even though we still have a long way to go today. But I will post a chart later that shows that the market has reached some important resistance levels and is likely due for a little pullback. I am trimming a few positions just slightly, and will wait to put more cash to work on said pullback vs. chasing things here. I hope I'm right. We are also getting into the time of year when performance anxiety peaks and where more good news out of Europe over the weekend could lead to additional short-covering.

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Make sure Marketing is more than your 'Gal Friday'

Do you know what a ‘Gal Friday’ is? I know from personal experience; I’ve been one, more than once.

It’s that person in the office who’s often found un-jamming the copier or replacing the toner, who orders office supplies, who bounces out to pick up food for the important people, cleans up after the meetings they probably took the notes for, or makes the emergency run to the office supplies store for paper.

It’s someone viewed as existing for the convenience and benefit of others, with little thought to what their official job and real responsibilities really are (or should be).

Because they’re amiable and willing to help out with whatever needs to be done, they’re often undervalued and their real skills and strengths get overlooked.

In too many businesses, Marketing is viewed as a 'Gal Friday.'

It’s most powerful, effective strengths and abilities are wasted. Too often, Marketing:

• Is viewed as the ‘errand girl’ for the Sales Department or the public relations conduit for the CEO or head of Finance.
  
• It’s used to when needed to un-jam the company from mistakes they made.
  
• It’s brought in to try to move items that Purchasing shouldn’t have purchased or shouldn’t have purchased so many of.
  
• It's called upon at the last minute to deliver a 'hail mary' pass in order to help fill up classes and events that didn't magically 'sell themselves.' 

If, as I suggest, Marketing includes all the activities, means and tools you use to

    1. attract
    2. engage
    3. motivate (to take desired actions) and
    4. retain customers

then marketing deserves a seat at the table in your business, from the get-go.

Marketing is not your Girl Friday, there only to facilitate or clean up after others. If Marketing is an afterthought – a “tool” you use only to try to achieve the ends of others, then you’re wasting its strengths and you don’t really understand marketing, at all.

***


Elizabeth Kraus is the author of 365 Days of Marketing.

If you want to build a business which provides the maximum when it comes to customer and employee satisfaction and loyalty as well as profitability, change the way that you  understand and use marketing.  365 Days of Marketing is available on amazon.com or save $5 off the list price when you use the Code USH9VPJG and purchase on my site at 12monthsofmarketing.net.

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Looking For Market To Take A Breather Now

The markets are roughly flat after yesterday's outsized rally. Yesterday was one of the biggest point gains on record for the Dow. The only problem is that if you look at the list of the biggest point day, almost of all of them were bear market bounces that didn't last. Let's hope this time is different.

Same-store sales reports have been coming out for retailers and have been a mixed bag for the most part. On the upside are stocks like ROST, COST, JWN, and GES. But there have been some big disappointments such as LULU and KSS.

In economic news, the ISM Manufacturing Index for November came in at 52.7, which is a nice bounce from 50.8 last month. China's PMI last night came in below expectations and dropped below the 50 level, which marks the delineation between expansion and contraction.

Europe's markets are mixed this morning after bond auctions were held in Spain and France. The euro is slightly higher, while commodities are mixed. Oil and gold prices are both roughly flat so far at $100.50 and $1750, respectively.

The 10-year yield is higher again to 2.10%; and the VIX is down -1.55% so far near 27.37.

Trading comment: Yesterday's gain came as a big surprise to most investors. Especially since the night before S&P had downgraded the banks and the futures were pointing to a lower open. The coordinated action by the central banks led to a sharp short-covering rally. The question now is will it be more similar to 1998 when the Fed action sparked a lasting rally or more like 2008 when there was more downside to come? I would not rule out the possibility of performance anxiety kicking in between now and year-end and pressuring portfolio managers to do more buying in hopes of adding performance. I know that's how I feel on a day like yesterday.

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