An Even Keel :: A personal branding blog from Scott Kuehl

The ultimate brand strategy: The Declaration of Independence

Yesterday I celebrated Independence Day with my brother and our families. We took a boat ride on the beautiful Gull Lake chain where we saw dozens and dozens of boats adorned in red, white and blue.

Flags. Streamers. Banners.
The American spirit was alive and in full force.

All that summer patriotism got me thinking about what a great little vacation we were having.
And that got me thinking about other little Americana vacations I've taken. One in particular...

Ever been to Boston?

The birthplace of our country. I was there several years ago, and took a walk on the Freedom Trail, saw the USS Constitution and the site of the Boston Tea Party. I also took a stroll past Paul Revere's house, Boston Common and many other historic locations you would recognize from your 10th grade history class, including Bunker Hill monument.

And, of course, I visited Cheers.  By the way, it's a little known fact that battle actually happened on Breed's Hill. But I digress, Normy.

I took away many memories from that Boston trip. And most of them had to do with the thought that America didn't always have the "brand strategy" it has now. "Freedom" wasn't always our "word." Freedom wasn't always our cause. The Kingdom of Great Britain had their own ideas on how to run the country -- and the people in it.

Until one day the ole Continental Congress drew the line in the sand.

Suffice it to say, it is no small feat to start a new country. If you think it's a risk starting a new business, try starting a new nation. In 1776, when Thomas Jefferson and the other founding fathers drafted the Declaration of Independence, surely they had plenty to lose by doing so. Not the least of which was their pulse.

We've all signed checks... or estimates... or mortgages... or performance reviews... or wedding licenses... but signing your name to a document that declares your independence AND at the same time, declares you are also committing treason? Never done that.

Next time you draft a strategy or make a declaration on behalf of your company or yourself, remember how this great country got started.

Now...Why not make it a little bolder?

Keep it even,
Scott Kuehl

Your favorite brand: What if it went away?

Play a game with me.

Think of a place you absolutely love to go.

Now think of a company -- or even a person -- you absolutely love to do business with on a daily basis.

Now think of a publication you absolutely love to read.

Okay, here's the question:
If you couldn't experience that particular brand anymore, would it matter to you?

Oh, what a wonderful question.

In his blog, Brand Autopsy,  blogger John Moore asks, "If [insert company brand here] went out of business, would any of us care?"

He asks the question of organizations such as the NHL, The Cheesecake Factory, Advertising Age, Subaru, Wells Fargo and others. He even asks the question of certain products like Polaroid instant film.

Makes you wonder.
If the brand you represent went away, would anyone miss it?

Keep it even,
Scott Kuehl

What's in a name?

Destiny Hope Cyrus officially changed hers to Miley Cyrus.

Mailboxes Etc is a forgotten memory, and goes by "The UPS Store."

AT&T is Cingular... is AT&T.

Yes, a name is a powerful thing.
Few things in the English language are sweeter than the sound of your own name. (When it's said correctly, that is. Last week, in follow-up email correspondence with a business colleague, I referred to his wife by the wrong name. I was mortified in my mistake. He was gracious in his correction.)

My wife chuckles when I correct people on how to say our last name. (It's pronounced KEEL, as in... wait for it... An Even Keel.) While you can't choose your last name, you can choose the name of your business. (And if the name's not working, you can change it.) Your name is the hook on which your brand will hang.

So how do you name your business?

This St. Patrick's Day, The Wall Street Journal published an article entitled Name That Firm. Journalist Suzanne Barlyn wrote the story and talked to several business owners around the nation. The story gives a broad cross section of entrepreneurs who own product and service companies. From catering to biosciences, they all had a decision to make: "What should I name my company?"

My brand consulting firm, BrandResolve, gets a mention. And yours truly is quoted.

What's the name of your business? 
(Or, if you started a business, what would you call it?)

Keep it even,
Scott Kuehl

A sure bet: A winning personal brand starts with personal accountability.

I thought it was a joke at first.

I may have been imagining it, but it looked like even the newscaster was having trouble keeping a straight face as she read the teleprompter.

To be clear, this is not a laughing matter at all. Hitting rock bottom never is.
Unfortunately, this appears to be just another sad case of passing the buck.

The story? Arelia Margarita Taveras, a Queens, NY, native who now resides in my home state of Minnesota, is attempting to take seven different casinos to court in a $20 million racketeering lawsuit.

The reason? The casinos didn't step in and cut her off when she kept losing.

And lose she did.

Over the course of several years, her losses totaled nearly $1 million -- including losing her law practice. Yes, she's an attorney. That helps me understand how losing $1 million equates to seeking a $20 million settlement. One mill for the lost cash, nineteen mill for the damage to her personal brand.

The woman was so desperate, she said she "even considered swerving into oncoming traffic to kill herself."  (Note: Innocent oncoming travelers that would have been killed as well were not mentioned in the story.)

Now, I consider myself a very empathetic person. I am familiar with the concept and the consequences of addictions. I'm glad this woman has received treatment for her addiction, and I wish her well in her ongoing recovery. But...

I also understand the concept of personal responsibility. And it appears Ms. Taveras needs a lot more chips on this square. 

At what point in our lives do we become responsible for our own actions?

From my own observations at a recent fourth-grade basketball tournament, it's clear that playing the blame game happens at many levels. This from a ten-year old: "We would've won the game if it wasn't for the refs!"

How long before grade-school referees find themselves being served a summons because of a bad call?

Whether it's a court of law or a basketball court, it makes no difference. When unchallenged or allowed, it is exactly this line of thinking that perpetuates passing the buck in America. Boys and girls grow into men and women who learn to think everything bad that happens to them is because of what someone else did or didn't do to them. Hardship is no longer acceptable. Losing is not an option. Life must be rosy all the time.

This just in: Life can be hard. Life can be easy.
How you react to life is how life will react to you.

I'm convinced that the four easiest words to say in this world are: "It's not my fault."
Now, remove the word "not", and you make it the three hardest words to say.

Taking responsibility takes courage. It takes character.
Of course, blaming others for our own short-comings takes courage, too. Clueless courage. It's called gall.

I'd like to sign off with one of my favorite quotes from Jim Rohn on personal responsibility...

"It is not what happens that determines the major part of your future. What happens, happens to us all. It is what you do about what happens that counts."

Now, can someone help me down from this soapbox?
If I slip and fall, someone's gonna pay dearly.

Keep it even,
Scott Kuehl

Creating a high-performing culture? First, move beyond motivation.

We've all been to them.

Those rah-rah motivational workshops that get you and your teams all pumped up. People are fired up. Work is good. Heck, work is... GREAT! The teams leave engaged. Ready to set record sales, ready to provide unparalleled service, ready to change the world.

The workshop ends.

Two weeks later, the first big crisis pops up. And what happens?
The magic is gone. The collaborative spirit disintegrates. And the new playbook that felt so great in practice, gets thrown out the window at crunch time.

Worse yet, everyone becomes resentful about why they can't replicate the esprit de corps of the workshop. Next thing you know, the entire organization feels like they're livin' in a van down by the river. (Apologies to the late, great Chris Farley.)

Executive leaders: Why does this happen? How do you keep the magic? How do you keep people engaged?

Erik Gabrielson, GABE Company, brought over a dozen C-level executives together last night in St. Paul, MN, to talk about this situation. He and Scott Coady, (Institute for Embodied Wisdom) teamed up to give a revitalizing lesson in learning and leadership within organizations.

It was an energizing take on how to achieve exceptional results from a culture of learning, trust and authenticity; versus one of bravado, fear, and, well... simply trying too hard and forcing progress.

The principles and philosophies of Gabrielson and Coady have no regard for size of organization. Start-up or global enterprise -- it doesn't matter. Because ultimately, as Coady says, "It's all about the people."

If you're a C-level exec that understands your organization will only thrive if your people are empowered to thrive within it, the philosophy is worth considering.

And from my own organizational philosophy, once your people are able to align their values, strengths and aspirations -- aka their own personal brand -- behind your organizational vision, you'll never again have to worry about "that motivation you paid for" wearing off. It's already within them.

Keep it even,
Scott Kuehl

Building a Brand: The Six Ps

We've all heard of the 4 Ps in Marketing. Product. Price. Place. Promotion.
But what about branding?

Yesterday, a long walk in some softly falling snow brought these new Ps to mind. I was thinking specifically about corporate and product branding when I created this list, but the principle could obviously extend to personal branding. The fact that the words are all P-words is a coinkydink. Anyway, I wanted to capture this little mini-manifesto before it melted away.

So without further ado, here are The Six Ps of Building a Brand. (Among this P soup, you'll notice a special guest appearance from one of the Marketing P words.)

1. Building Pride
First, our organization must build and communicate an understanding of WHY it does what it does. Everyone within our organization must understand why their role is worthwhile and why it matters for the greater good. From boardroom to mail room, each contributor must understand the big picture. Each person must grasp the real value of what they “do” as an individual, as well as what our company accomplishes as a group of individuals. Pride results in a better product and a genuine concern for how to continually make the brand experience better for customers. It also yields greater career satisfaction.

2. Building Process
Second, an organization must consider the process by which it creates its branded product. Is this process something that can distinguish our company from competitors? Aside from efficiencies, does it add real or perceived value to help improve the experience of the brand? The process may be internal; it may be external. (Picture the Krisy Kreme assembly line – the in-store manufacturing process. Can you see the river of hot, Krispy Kreme donuts floating along on a little cooling-off runway for all the in-store patrons to see? This process melds with points three, four and five. Read on.)

3. Building Product
Third, the product (or service) must be designed and built to be remarkable. We must create an offering that supports our remarkable brand. (And the brand, in turn, supports the offering.) If our product is created with a clear understanding of why it matters, it will be built, sold, serviced and supported with more quality, more TLC, more sincerity, more concern, more insight, etc.  These types of products and services will stand the test of time and are truly worthy of remark.

4. Building Presentation
Fourth, the branded product must be presented via a compelling experience. How do we wrap it up? How is it delivered or picked up? How is it received? How is it priced? (Even a price that’s “much too high” can be a remarkable presentation, because it can yield a fulfilling brand experience for those who enjoy the cachet of being able to afford exclusive luxury.) What are we saying, selling -- or even singing -- when we present our remarkable offering via a branded presentation? (At that same Krispy Kreme store, picture the “HOT Krispy Kreme donuts NOW!” neon sign that lets passers-by know a hot batch of mouth-watering glazed donuts is ready.)

5. Building Preference
Fifth, we must create a brand preference in our customer's mind. It is our responsibility to create a reputation for our process, our product and/or our presentation. We must create a preference for our way of delivering our product or experience that people come to expect, or better yet, demand. If we do this uniquely, successfully and repeatedly, it will lead us to the sixth and final P...

6. Building Profit
The sixth P is profit. If there is no profit, there is no progress. And if there is no progress, soon there will be no brand. The sixth P is necessary for a brand, a business, its shareholders, employees, vendors -- and oftentimes, its customers -- to thrive. Profit enables continuation of the first 5 Ps. 

Profit can provide reward for past performance as well as a nest egg for future downturns. It also enables preparation (R&D) for continued and improved future performance. Profit is necessary in order to perpetuate operations, equipment, marketing and people, as well as giving back to our community and our world's charitable causes.

Ultimately, profit should result in pride of accomplishment, and the 6 P cycle repeats itself.

Now... what did I do with that donut?

Keep it even,
Scott Kuehl

On self esteem and positive thinking: Oh, to be 12 years old again!

I received a letter in the mail recently from my sixth grade teacher, Mr. Carroll.
After all these years, he found one of my class assignments from 1981.

The assignment? Write a poem entitled: The One and Only Me.

I did not remember writing this poem at all. But when I read the poem -- in handwriting that only a 12-year-old boy could pull off -- I laughed in disbelief.

January 20, 1981

The One and Only Me!

Oh beautiful me, oh genius me,
Why people hate me, I cannot see.
I'm good, I'm smart, I'm never wrong,
I'm great at swimming, I'm very strong.

I'm handsome, I'm cute, my friend is the same,
We work together, we play together, but I always win the game.
I'm nice, I'm neat, I'm numero uno in the class,
When the good report cards come out, I always pass.

I'm always A's, I'm never B's,
There will never be anyone better than me.

By Scott
(little flourish under the name)

As you may guess, I was either the kid with the biggest head in all of the Fulda Public School system. Or, at an early age, I was learning to spice up reality with large doses of tongue-in-cheek exaggeration.

As I approach my 40s, and raise three -- what I consider to be -- very funny children of my own, I'd like to believe it is the latter.

It's clear that by sixth grade I had fully acquired my branding skill of minimizing weaknesses and maximizing strengths. (As my dad has been apt to sarcastically say to me, "You advertising guys make it look sooooo good.")

The above piece of literary brilliance reminds me that no matter how old (or young!) we are, we must always let the good lift us up. And dump the bad, so it can't hold us back. This poem made me reflect on what my strengths and insecurities were at that impressionable time. It allowed me to analyze where those traits have gone in the last twenty-five years.

I remember quite vividly how I ...struggled in mathematics ..didn't miss a spelling word all year long ...struggled in swimming lessons ...made one of the best friends of my life to this day ...hated riding the school bus because of a bully ...got asked to draw The Great Seal of the State of Minnesota for our room. 

Thank you, Mr. Carroll, for reminding me that I am, indeed, The One and Only Me.

Keep it even,
Scott Kuehl

Where will your impact be this year?

I love New Year's Day.

It's such an opportunity for a fresh start. Personal development leader Chris Widener sent out an email a few days ago... yes, back in 2007 :-) He sums up nicely the aspirational thoughts that come once the humming of Auld Lang Syne is done.

You can go here for the whole thing, and here's an excerpt...

"What I believe sets the successful apart is that they don't just live the average life. They don't just pass time. They make an impact. They have something compelling in their life that drives them - something that gives them an answer when they are asked that question: What in the world are you doing?

I'm helping children.
I'm creating a business that supports many families.
I lead a church.
I am defending our liberties.
I am raising great children.
I'm teaching others to improve their lives.
I help people have fun.
I create memories for people.

In other words, successful people always come down to this: I make an impact and help other people by (fill in your purpose here).

What in the world are you doing?"

What a great question to ask on January 1, 2008.
And every day thereafter.

May this year be your best year ever.

Keep it even,
Scott Kuehl

Just Quit It. Being a quitter can be good for your personal brand.

I just finished Seth Godin's little gem, The Dip.
A little book that teaches you when to quit (and when to stick.)

According to Godin, what separates superstars from everyone else is their ability to escape dead ends quickly while staying focused and motivated when it really counts.

This short read (80pgs) made me reconsider those ringing words that we've all heard since kindergarten, "Winners never quit. And quitters never win." I'd always considered that a sound, noble observation.

After reading The Dip, I now consider it just noble.

Godin brings some refreshing and simple common sense to those of us (all of us) who have plenty to do and only so much time to do it. He challenges us to be the best in the world at something. He maintains that we all have something at which we are astonishing. One of the takeaways: Pick your battles.

If we don't have the guts, stick-to-it-ive-ness, talent or heart to get through The Dip, he offers very bold and simple advice, "Don't start."

All this talk of quitting sounds so harsh. Still, Godin brings a very positive tone to what could be a solely negative topic. The Dip is a great little book. Upon finishing it, I found myself immediately looking for something I could go and "quit."

For now, this post will have to suffice. 

Keep it even,

Scott Kuehl

Reason #47 to have a strong personal brand: You won't have to regift.

Only 8 shopping days until Christmas.

This is the time of year you find out how well your friends, relatives and clients know your personal brand.

I can't even tell you how I found regiftable.com, but it exists.

Here's ho ho hoping you won't get the perfumy soap and lotion basket going around this country that I regifted back in 1997.

Keep it even,
Scott Kuehl