How Not to Dress for Success

This post, How Not to Dress for Success, is another in our series providing insight and action steps for those seeking a career in branding. Julie Cottineau gives her top tips and shares insights from her 25+ years at great companies such as Grey, Interbrand and Virgin. You can read more entries in this Career series HERE

It may be summer, but this is still a job. Even if you see senior partners dressing in casual clothes – remember they’ve already gotten the job. If you are an intern or junior employee,  you are still auditioning. The casual air in a creative environment like an agency can be misleading, but if you have any doubt whatsoever, err on the more professional side.

This means:

No flip flops (for men or women) ever- save them for the beach!

No midriff baring.

Gals: No super micro-mini skirts or hotpants.

Guys: Depending on your company, you may not need to wear a jacket or tie – but no shorts or scruffy t-shirts, and no pants hanging so low they’re falling off.

Pay attention to how the men and women in the office are dressing when they go to see clients.

When in doubt: ask!

Dress for the job you want, not for the job you have. This doesn’t mean you need to spend a lot of money, but it doesn’t mean you need to look frumpy either. Just be clean, neat and professional.  Don’t go for the the Devil Wears Prada Anne Hathaway before look.

If you are in the branding business, you do need to pay a little attention to your own brand. This is a great time to start cultivating your unique personal style, and style can be expressed in many ways.

If you do want to show some personality through your clothing, accessorize. This can be statement jewelry, cool bags, belts, shoes, hats, scarfs or ties; all applicable for both men and women.

Perhaps there is a certain color, pattern or cool style of specs that you are passionate about. Don’t be afraid to wear them continually and start to develop a signature look. As long as it’s genuinely connected to who you are – don’t play dress up.

One place where shorts are totally appropriate—the company softball team. Joining in is a great way to show your unique personality, demonstrate that you are team player and get to know your future colleagues and bosses.

When I was at Virgin we had a great college intern who came to every game. He wasn’t the best batter or fielder but he had such a great attitude. He was always cheering his teammates on and offering to buy the first round at the pub after the game. This definitely made a positive and memorable impression, gave us great insight into his personality and showed that he was someone who could fit in with the corporate culture.

Have you observed a fashion faux pas in the office? We’d love to hear about your own experience… maybe it was your own internship or a story from one of your friends.

Also, if you are looking to boost your resume, why not become a guest blogger for BrandTwist? Reach out to jamie@herculiz.com with your blog idea or any questions about guest blogging.

Brand School, our highly effective, premier branding program, will give you the insight and tools you need to express your personal brand for greater recognition in your career field. Receive more information about Brand School’s next session and get free brand-building tools and tips when you join our mailing list.

Please also connect with us out on Twitter and Facebook for more insight and discussion on branding.

“I highly recommend tis class to anybody; it will put your business on a different level.” – Dr. Marina Kostina, Distance Learning Specialist, CEO of  wired@heart

Cultivate Your Personal Brand to Land That Job

This post, Cultivate Your Personal Brand to Land That Job, is another in our series providing insight and action steps for those seeking a career in branding. Julie Cottineau gives her top tips and shares insights from her 25+ years at great companies such as Grey, Interbrand and Virgin. You can read more entries in this Career series HERE

 

Whether you realize it or not, you are a brand. When you are competing for a job it is not just about your education and your skills, it is also about what’s unique in the way you think, the way you work and the things that you are passionate about. People hire people, not resumes.

Like professional brand-building, your personal brand needs management. You need to actively build, manage and update your personal profiles. Make sure you frequently Google yourself (you can bet prospective employers will) and work toward presenting a professional image.

But beyond professional, you should be able to get across a sense of your passion for branding and marketing.  A great way to start is to perform a SWOT analysis on the brand of YOU. In this exercise you identify your Strengths, Weaknesses, Opportunities and Threats and create a plan on how to continue to build your personal assets and close any credibility gaps.

For example:  you say you are passionate about brands on your resume, but are there examples to support this?

Take action to close this gap. Some examples of how you can do this: update your Linkedin profile to include brands that you are passionate about. Start a branding blog or comment/guest blog for others. Create a professional Twitter account that tweets about new and interesting brands and/or re-tweets interesting branding articles from others. Join any branding, marketing, or entrepreneur clubs at school. Intern or volunteer for a brand you are passionate about.

Read more about Making Your Brand Personal HERE.

Brand School, our highly effective, premier branding program will give you the insight and tools you need to express your professional and personal brands.  Receive more information about Brand School’s next session and get free brand-building tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

“Julie gave great examples in Brand School that  inspired me to think outside the box. I especially appreciate her attention to everyone’s brands and her insightful comments. Thank you!” – Jamie Lacroix, Marketing Department for a Non-profit 

How Lululemon Athletica Stretches its Brand Touchpoints

Check out “7 Bewitching Brands,” an article featuring an interview with BrandTwist founder, Julie Cottineau, in the April issue of Entrepreneur magazineShe addresses how Lululemon builds a community of brand ambassadors and uses all of its brand touch points (from tags to tote bags) to build its brand.

Despite the recent setbacks Lululemon Athletica has had with its recall of see-through yoga pants, we are still a big fan of this brand. We believe that all brands make mistakes, but in general, Lululemon does more right than wrong and we think they will weather this setback.

Read about Lululemon and 6 other bewitching brands HERE. This is a great issue of Entrepreneur – dedicated 100% to brand. A must read.

What brands would you put on the “bewitching” brands list? What’s missing? We’d love to hear your twist.

“Julie’s active participation in Brand School and feedback was amazing and helped a LOT. I received great value from this program.” – Leslie Hughes, PUNCHmedia 

Get  information about priority registration for the next session of Brand School, our highly effective, premier branding program and receive free brand-building tools and tips when you join our mailing list.

Please also visit us on Twitter and Facebook for more insight and inspiration on branding.

Brand. Smash. Rebuild. Repeat

In this post, Brand. Smash. Rebuild. Repeat, Reid Mueller explains that creating a good brand requires knowledge of your company’s identity and your customer’s needs or wants, and illustrates how you can do what 4 big brands have done by re-builing their brands to thrive. This is part of our guest blogger series. Read more about Reid in his bio, below.  If you would like to be a guest blogger for BrandTwist contact Jamie@BrandTwist.com for more information.

BT-Smash-3-RebuildGuestBlogPost

My brother and I were blessed to grow up in a home with Star Wars, Lego and a 2nd floor balcony – the Holy Trinity of childhood. We spent countless hours building Lego spaceships and drop-testing from the balcony. When they broke, we figured out where and how we could make them stronger. When they didn’t break on the carpet, we dropped from the other side onto the tile. They always broke. Engineers test products in the same way to ensure they work. As marketers, we should do this for our brands using the following process.

BUILD THE BRAND BASED ON WHAT YOU WANT YOUR COMPANY TO BE.

Unfortunately, branding a company is harder than branding a cow (even so, I’ll be the first to say that I wouldn’t approach a cow with a smoldering iron for fear of getting a hoof to the head). A brand is more than a name, title or words on a page. Much like a Lego spaceship, a brand is the sum of your company’s products, culture, logo, user-experience, story—viewed through the lens of a customer’s perception. Creating a good brand requires knowledge of your company’s identity and your customer’s needs or wants (it doesn’t matter how well you build a green light-saber; Darth Vader will always buy the red one). This requires strategic development through market research business objectives and long-term planning. Now it’s time to put the pieces together and test the brand.

 THROW IT AGAINST A BRICK WALL AS HARD AS YOU CAN. 

According to Martin Lindstrom, CEO of Buyology Inc., the idea of a “smashable” brand dates back to 1915 when Coca-Cola requested a bottle designed to be identifiable even when thrown against a wall. As we can all attest, they found what they were looking for. So how do you smash your brand? Remove your logo from one of products, ads or website. When you look again, can you still recognize it as your brand? Can someone else? Is your brand as recognizable as the following “broken brands”?

PICK UP THE PIECES. WHAT’S IMPORTANT? WHAT’S MEMORABLE? THROW AWAY EVERYTHING ELSE.

As you can see in the examples above, the smallest elements of your brand are the most critical. No doubt Apple wouldn’t be what it is today if Steve Jobs had not sat in on a calligraphy class when he wasn’t in college. Now the Apple brand is weaved into the font of every word they print. Ask yourself what pieces work. Do you have brand elements that don’t align with your business objectives or your target markets? Look at Harley-Davidson. What if you replaced the “bar and shield” logo with the “Twitter” bird? Would it be successful in Comic Sans Am?

REPEAT UNTIL YOU HAVE AN INTEGRATED BRAND (OR YOU THROW YOUR SHOULDER OUT).

Branding, like anything else, requires endless revision. However, a strong brand paradoxically requires consistency as well. For this reason we hesitate to partake in brand-breaking. We see our brand as the Waterford vase from our grandparents as a wedding gift that goes up on the shelf and never gets touched; that way it never breaks. The problem is that we live in an interactive society where that vase will be removed from the shelf, thrown around like a football, maybe dropped off the balcony for a “science project” about gravity. You cannot be afraid to have your brand touched, because customers will take it down and break it apart whether you like it or not.

This post by Reid Mueller is part of our guest blogger series. Reid is currently working towards a Master’s of Science in Marketing Communications from the University of Kansas.  This post appears as part of BrandTwist’s participation in  “Blogapalooza” a platform from the University to help students seeking Master’s Degrees in Integrated Marketing Communications gain valuable experience and exposure in blogging. We hope you enjoyed Reid’s post as much as we did. 

If you are interested in being a BrandTwist guest blogger, please email jamie@herculiz.com for details. 

Click here for more about Brand School, our highly effective, premier branding program to help you build your brand to grow your business.

March Madness – Instant Replay

This webinar series replay offer has expired. Sign up to receive our email to stay up-to-date on more  free webinars, replays and additional tools and tips to grow your business and your brand.

Due to an overwhelming number of requests from webinar attendees who wanted replays, Brand School is making available – for a limited time – a rebroadcast of BrandTwist founder Julie Cottineau’s webinar series, Brands That Twist. This live, interactive series originally aired earlier in March, 2013.

If you missed out on the live broadcasts, you now have another opportunity to receive the tips and tools that will help you begin building a stronger brand.

In this series on brand building, Julie gives you clear and actionable steps that you can start using right away to help boost your business, build a stronger brand, and make a bigger impact in your market. You’ll receive a taste of what Brand School covers in more depth.

In addition, you can receive a $100 discount off the tuition of the April 2013 online session of Brand School which starts April 15th, when you enroll by March 31st.

Both the rebroadcast of the Brands That Twist webinar series and the $100 discount off Brand School offer EXPIRE SUNDAY, MARCH 31, 2013 at MIDNIGHT.

To learn more about Brand School please visit: BrandSchoolOnline.com.

Enjoy the webinars!

Note: The “free seat at Brand School give away contest” Julie refers to in these rebroadcasts is over.

TWST YOUR WORDS: Leverage Verbal Identity to Shine

Tools and techniques to help you to use words: names, taglines, packaging copy and tone of voice to help your brand make some noise and be heard.

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THINK DIFFERENT: Innovation With a Twist

Boost your business with innovative and creative ways to look at old problems from new angles that will ignite new ideas and gain loyal brand fans.

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SMALL BRANDS – BIG IMPACT: Lessons From Brands That Twist

See how small brands are innovating, creating big ideas and standing out in their markets. Take away actionable steps to help your brand shine.

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Click here for more about Brand School, our highly effective, premier program to help you build your brand to grow your business.