Own Your Name, Own Your Brand Identity

At a recent networking event, I met an artist showing her work which I recognized from a previous occasion. In my conversation I found out that she had no website, did not own her domain name, trademark, or copyright for the purpose of selling and protecting her brand image which in her own words is her life and identity.

In a separate encounter, I spoke with a young attorney whose mother was a well-known community activist and philanthropist who made numerous contributions to the community. Her mother has since passed away and several organizations are using her mothers name for fundraising events without the consent of the family. I explained that her mother represented a brand, of idealism, integrity and a trusted identity that people associate with leadership. If she wants to manage her mother’s legacy she needs to control her brand identity and own the domain name and trademark.

These two examples may not be the typical product or services you would associate with branding or marketing like Coca Cola or Patriot  Bank. In today’s entrepreneurial market and recent networking experience, I find more people selling their own “Brand identity,” meaning their brand of individual skills and experience in a service capacity.

Brand identity matters and many of the marketing principles still apply in today’s virtual world.  The relevance of your product and/or service, translates into knowing your business and using your brand identity as the differentiator from the sea of competition.

Brand marketing is crucial, regardless of what type of media outlet you choose, print, web, Facebook, Twitter, or presentations. Your message must be consistent, so next time you want to post that half-naked picture of yourself from a party you attended in South Beach on Facebook, which has a link to your law firm you may want to take a pause.  Every person you meet has the ability to see your Facebook, Twitter, or LinkedIn pages.   Which brand identity are you selling, the professional you or the “hey let’s party” you?  Be memorable and position yourself for success and the first step may be by owning your name brand identity.

By the way, the two women mentioned above took my advice and now own their names and brand identity.  

The key question you need to ask yourself today is; do you have a professional brand identity and do you control it?

http://blogs.harvardbusiness.org/erickson/2009/04/did_i_really_need_to_hear_that.html

Great article on when to keep your mouth shut, so let’s take this article one step further and add the social media perspective.   In a recent round table discussion of my peers, the conversation was not who you were connecting with on FB or Twitter, however who people were hiding or disconnecting because of boring banter.  If we follow Dr. Albert Morabian’s graph, on the impact of a message;  7% are words, 38% are voice tones and 55 % are facial expressions and body language then those words need to be pretty concise when using social media.   The consensus at the end of the discussion was that people need to learn to EDIT themselves before they ruin their credibility.  Some people share too much information and forget that this is a vast audience that may impact them professionally and personally.  This all goes back to branding yourself, if your posting random thoughts just because you can… then be prepared to enjoy the positive feedback as well as the negative that are now associated with your name.    Facebook  and Twitter are suppose to be fun, however never loose sight of when sharing too much inforamtion  may cause disconnects or hides that may come your way.

I was lucky enough to hire an intern from UTSA for the summer.   I wrote and outline on what projects, skills and resources I believed would enhance her learning in the last year of school.  As we worked together merging concepts from her studies to the real world application I came across this article from John Maeda (RISD)  in the HBR. By now many of you know I am a fan of John Maeda and the Harvard Business Review.  Both have helped me in my profession, adult education and case studies.

For more information read this: Academia VS. Industry: The Difference Is in the Punctuation Marks

Stop the Madness People!  If you have heard my presentations, TIME is a precious commodity not just in business, but in life.  When I facilitated the Franklin Covey Time Management course, the top three detractors were email, voicemail and managing the daily interruptions.  Today lets add LinkedIn, Facebook, Twitter,YouTube along with blue-tooth technology to keep you connected.

Second point in my presentation is understand your Behaviors and recognize your Patterns above all else in a decision making process.  When deciding to add technology to help you become more efficient, there is no need to incorporate every available gadget and software into your life at the same time.  Assess what tools you really need and be conscious of your daily work patterns and behaviors.  It’s about you and your needs versus what everyone in the world is using, without this approach technology will only become one more thing for you to manage.  

Case in point in a recent face to face meeting with a client (which she arranged) who was constantly checking her Blackberry every time it vibrated, it occurred to me is this self proclaimed efficiency or just plain rudeness on her part?  The reason my client called for a consultation was to discuss her inability to close the deal with clients.  After much discussion and constant interruptions, I pointed out the only deals getting attention were on her blackberry and we may have accomplished more had we just texted each other.  My client did not realize she had picked up her Blackberry 16 times in 30 minutes until I showed her the tally I was using to keep count.  She said she did not realize how much she was using her phone and was worried she might miss a call from a potential client.   Like her client, my time is also valuable and my face time deserves some respect, courtesy goes a long way, and undivided time and attention to a client goes even further.

Based on discussions and observations her behaviors reflected a lack of focus and social etiquette as well as an immediate need to respond to technology creating patterns that were jeopardizing building relationship with potential clients.  She had made technology the priority instead of the tool to prioritize what is important to her business and her life.   Technology is always changing, your behaviors can be modified, however time does not stand still for anyone and that potential client may not either.

Harvard Business Publishing

http://blogs.harvardbusiness.org/bregman/2009/03/why-small-companies-will-win-i.html?cm_mmc=npv-_-MANAGEMENT_TIP-_-APRIL_2009-_-MTOD0429

One of the lessons I learned from my past career was  “Bigger wasn’t better, Better is Better.”  Small companies are landing significant contracts previously reserved for large corporate entities.   The economy and survivor of the fittest has given way to the savvy entrepreneur who have skin in the game.  The ability to service a contract and maintain a quality relationships is crucial to maintaining and keeping that client.  Remember it’s cheaper to keep a customer then it is to go out and get a new one.   Carreñogroup is a small, however experienced firm, committed to the needs of our clients.   Through our relationships and results oriented approach we have maintained our current client base as well as expand our services to new clients.

My adventure as President of carreñogroup Public Affairs has been exhilarating and is putting my spirit to the test.   My previous role at Continental Airlines was developing the management and leadership teams for their role in a global company.  I now use those best practices in business development, strategy and branding for small to medium size businesses.  I did not enter this venture hoping I would succeed, I approached this venture knowing I had a product and service that would sell.

I believe every life experience is part of a grooming process for something later in life.  In the introduction I used the term adventure, because I live my life as one.  Using the globe as my classroom for over 30 years and encounters with business owners of different genders, ethnicity’s and age groups has taught me lessons on becoming a successful entrepreneur.

These lessons helped me realize that the Right Stuff isn’t about gender or ethnicity, It is about the initial Dream, the strong Desire and the unwavering Dedication to succeed.

From left to right: Laura Lopez Cano, Liz Lara-Carreño, Marisol Graham and Anna Marie Guzman-Protz. Click image for full article (PDF)

Recently I read an online article about American Latinas attitudes and opinions.  What I found interesting was that Latinas of  today are just like the Latinas of my mother’s generation.  The  life choices  highlighted in this article dispels several myths regarding Latinas.   Latinas are very interested in education and professional careers.   Latinas are the decision makers at home when prioritizing finances and addressing health care needs for the family.  Finally there has never been a doubt in my mind that American Latinas have always been  trend setters no matter where they reside within the United States.    I love sharing positive news about Latinas.  To read the full article click on the link below.

http://www.hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=26916

I was so excited last year when I became a lifetime member to the HLSR, paid my Coral Club dues, and joined one of the hard working committees as a Rookie for the 2009 Rodeo.  I am a third generation Texan, second generation Houstonian and I happen to be of Mexican descent.  I grew up attending the rodeo each year and remember Elvis Presley, cotton candy and my boots with fond memories.

I have met some of the most wonderful and hardest working people in my first year and I hope they become long-standing friendships.  I believe in learning the process and earning my stripes, moving up the chain of commitment and believe me it is a commitment of time and money. 

It is unfortunate that the dark side of the recent controversy has appeared and has moved down to the rank and file volunteers of the rodeo.  The emails sent to the 21,000 volunteers from Butch Robinson, HLSR Chairman along with other HLSR notifications attempting to set the record straight has only sparked inflammatory and venomous responses from rodeo volunteers and non-volunteers.

Hallway discussions at Reliant Park range from “Which side are you on?” to comments like “What is the penalty for hitting a protester?”  The emails and blogs that have been circulated depict such hatred for “Mexicans” that I am just blown away. What did Butch Robinson think he was doing by sending out emails with Senator Mario Gallegos and Ben Mendez’s name under the title “A Public Message from HLSR”.  What it created was an army of hate mongers who believe they are right and that “Mexicans should go home.”

I have never been one to shy away from a fight and I am ready to stand up for my rights; however this controversy has nothing to do with the rank and file volunteers and everything to do the decision makers in the HLSR boardroom.  This matter should have been settled at the board level and not driven down to the volunteers in this manner.  When I signed up as a volunteer it was not to fight the battles created, it was to raise scholarship money.

The only message that the HLSR leadership should have communicated to the 21,000 volunteers is be the best Ambassadors for the HLSR.  This role includes greeting attendees, encouraging participation, and adhering to the mission of the Rodeo, because at the end of the day it is about scholarships for deserving kids. 

My message to Butch Robinson and the HLSR Board is if you can’t resolve this situation at your level, then maybe we need to clean the boardroom and bring in people who will. The HLSR Board needs to be open and above reproach, not acting disrespectful of elected officials and dismissive of a community that accounts for over 40% of the regional population. I plan to continue my volunteer services for as long as I am alive, for I believe in the mission of the HLSR.

Sincerely,

Liz Lara-Carreño

Lifetime Member HLSR