Worcester Business Journal

22 Worcester Business Journal | October 24, 2016 | wbjournal.com Worcester Business Journal WBJ and FOCUS ON MANUFACTURING MADE IN CENTRAL MASS Airing on Charter Channel 193 Wednesday October 26 @ 7:30PM Friday October 28 @ 7:30PM Worcester Business Journal Publisher Peter Stanton and guests Nicole Zea, Plant Manager at Saint- Gobain Superabrasives and Bill DiBenedetto, President of Lampin Corporation discuss the state of manufacturing in Central Massachusetts and the rewarding careers available in this vital sector of our economy. PRESENT The brand called you W e are in the midst of one of the most bizarre election campaigns this country has ever been through. Both major candi- dates are known entities. They each have, over the years, built their own unique brand image, both through words and actions. You know what you get because they and their teams have crafted their messages to tell you what you get. Each of us are no different, except our stage and context are smaller. You are your brand, and all that you say and do develops that brand in an ongoing, and hopefully evolutionary manner. Your values are your brand. Your uniqueness is your brand. Your accom- plishments are your brand. Your imagery is your brand. You are your brand. Are you happy with it? The brand called you is your message to the world about who you are, what you stand for and how you want to be perceived. Controlling that brand is entirely in your power. So how do you build your brand? How do you create and communicate an image that astounds people and makes you positive- ly unique in people's minds every time they hear your name? Begin with your message. As com- panies develop unique selling propositions for their products and services, people need to develop a unique brand message for themselves. Your message is not created out of thin air. Rather, it is borne out of a foundation of goals you set and value you deliver. For example, the late Steve Jobs was at times branded with the terms revolu- tionary, ultimate entrepreneur, leading edge technologist or calculated risk taker. You can be assured that Steve Jobs did not start out with these terms in mind. Jobs started with the goal of wanting to deliver a unique personal computing experience. He, along with his partner Steve Wozniak, applied their talents and skills to accomplish this goal. Decades later, Apple became one of the legendary success stories in busi- ness and Steve Jobs evolved into a uniquely branded individual. But in the beginning, Jobs had a singular goal that was clear and defined. That goal pro- vided context and a foundation for what would ultimately become Apple's success and Jobs unique brand message. A unique brand message also requires an understanding of the skills and value you deliver in the context of the goals you set. Are you a skilled entrepreneur, a successful salesperson, a leading edge technologist, a financial wizard? Think of the words that describe your skills and the value you deliver. If you're not happy with the current ones, reset your thinking and develop skills that you are happy with. Once you have defined your message, package it. Visual images count, and first impressions matter. Create some style for yourself. Build imagery that makes you stand out in a crowd, and aligns with the values of your brand. Jobs' imagery was cool, casual, but definitely in command. He empowered people to perform and contribute, yet he was autocratic if the effort strayed from his vision and attainment of the goal. Jeans and a black turtleneck. Products were elegant, simple to use and memora- bly packaged. An annual show that was as much about the wow factor and amazing the audi- ence as it was about introducing new products. So you've figured out your unique brand message. You developed imagery that reflects the message. Now tell the world. Communicate your brand. Approach it as a marketing and public relations campaign. Think in terms of social media, a unique website or your own landing page as part of a corporate site, a blog, articles, speaking, email campaigns, etc. Scour your web of relationships and reach out to them. Expand your rela- tionships, connecting with the people who could be catalysts for your brand. Reach out with generosity, looking to help others through the value and skills you deliver. If you help someone else, they will talk about you. Building the brand called you is an ongoing proposition. Work on it, refine it and continue to expand it. Brands are a living entity that evolves because you evolve. You are your brand. Ken Cook is the co-founder of How to Who, an organization focused on helping people effectively build relation- ships and building business through those relationships. Learn more at www.howtowho.com The Rainmaker BY KEN COOK Your values are your brand. Your uniqueness is your brand. Your accomplishments are your brand. Your imagery is your brand. You are your brand. Are you happy with it? W

• Cover