If I’m your brand advocate, we, in some significant way, have made a connection. Your unique message has fought through the din of chaos and clutter and found it’s way into my heart, my mind and even my soul. It’s now a part of me. So engage it with care.
I’ve had the honor of hearing and seeing some very good keynote speakers throughout my career. Some have left me with tears in my eyes or a fire in my heart while others… have… well… just left me.
On the positive, I’ve seen tremendous motivational speakers like Hajj Flemings (@HajjFlemings on Twitter) and Angel Maiers (@AngelaMaiers on Twitter), innovative business marketing and branding speakers like Michael Wagner (@BigWags on Twitter) and Liz Strauss (@lizstrauss on Twitter).
Every time, I make it a point to get a few minutes, face-to-face with the speakers to make an introduction – often times just so they can put a name to the face “@TheBrandChef.“ And every time I approach these speakers, they are engaging, honest and forthright when it comes to offering advice or simply talking about the day’s event.
That’s TRUE brand engagement.
That’s how to build a connection to brand advocates and help build a sustainable brand in the minds of your advocates! WHY? My personal take-away? As your advocate, I feel like I am a bigger part of the event and with the conversation and even a signed book (or whatever swag) I feel I’ve made a connection that meant something to both of us.
So what’s with the Brand Posers?
Yeah, I know, kind of negative, but I have to call ‘em for what they are. I’m talking about the people that stand up and preach brand and personal connections and engagement, but carry themselves in a way that is quite the opposite. They POSE. And they suck.
I take branding personally. I am, after all, The Brand Chef. So when I am inspired by a speaker from my industry (or out of for that matter), I have the passion to pursue engagement and connection at ANY level possible. When this happens, it’s electric. Not just for me, but for my work, my career and my own brand advocates. And I’d hope that for the speaker, the brand I have subscribed to, feels a bit of that spark as well.
So, on the negative, when the correlation of brand “performance” to brand engagement is SO far off, it makes me… well, write posts like this. Because, if I hadn’t had a disappointing experience with a “Brand Poser,” I wouldn’t be relegated to vent. I wouldn’t be forced to wave my blogging fists in the air. I wouldn’t have felt dismissed, disappointed and trivialized.
Being TRULY ENGAGING takes more than a handshake and a kiss in the air by my cheek.
For every clammy palm you have to press and for every Polaroid you have to fake, there is going to be 1000 more that you’ll miss. And THOSE are the misses that matter. The misses with the people that count, the misses with the people who care, the CONNECTIONS with your brand advocates is what will get you where you want to go. So at least make an effort.
Your accolades, your book and the Armani suit have NOTHING to do with your brand.
So as your brand advocate, I offer this miniscule seed of advice, “Pay attention to those that you look down upon, because they, like you, are climbing the same hill… And years from now, they just might know how to spit further than you.”
Have you ever wondered how I became The Brand Chef? It’s not a story I tell often, but in a recent interview with Johnny Wright (Twitter: @unsecretshopper), better known as The UnSecret Shopper the TRUTH was revealed.
The request came out of the blue (proof of building a good personal brand), but after a few Twitter direct messages and a phone call-or-two, I decided Johnny had some great things to talk about and was very interested in learning more about The Brand Chef, marketing strategies and generally what I do… (go figure).
In 19 short minutes, we covered everything from marketing strategies, social media marketing, customer service (which Johnny is brilliant at, by the way), and we even talked a little about how I became The Brand Chef!
Here’s a link to his post of his full 1-hour show. Or you can listen to just my interview below.
Again, I’d like to thank Johnny Wright for taking the time and giving me the honor of being on his show. It was a great conversation and I look forward to hearing / seeing more from him in the future!
Keep Cooking!
Andrew B. Clark
The Brand Chef
Johnny Wright can also be heard on 1350 AM, KRNT radio in Des Moines Iowa. Every Saturday at 8 AM. Check it out!
Myopic Manager:“Something that will get us noticed.”
Worker Wendy:“For what, sir?”
Myopic Manager:“You know. Something catchy and, what’s the word? VIRAL!”
Worker Wendy:“Viral, sir?”
Myopic Manager: “Yeah! Put it on FaceTube! That’ll do it!”
***
There are so many things wrong with that conversation, I can’t begin to list them. But this was a summarized dialogue a friend of mine recently had with her employer. It seems as though, after 25 years in business, “said employer”finally purchased a ticket to the 21st century and realized he was wearing a suit made in 1989 – you know, padded shoulders, thin, cotton tie… the whole enchilada!
The inspiration for this time-traveling adventure came from a growing collection of customers asking why they couldn’t find their favorite “widget” on the Internet. They couldn’t find their website. They couldn’t “Like” their FaceBook page. Heck, if they didn’t get up off their butts and walk through the door, they couldn’t tell the company was actually still in business!
“So, where do you start?” she asked me. And that’s where my “Mr. Marketing and Branding” persona jumped out – somewhat abruptly…
“Are you kidding?” I shot back at her. “Your company is nowhere near ready for Facebook, YouTube or social media marketing. Why don’t reign in Michael J. Fox over there and start with basic TRUE Branding?”
I explained to her that TRUE Branding was the road-map to where her boss wanted to go. They needed to discover the truth about their company – the who, what, when, where and why of their brand and brand community (‘cause they obviously have one). Then they needed to do some deep research to find out what made their company / brand relevant to their brand community. After that they needed to focus on what made them unique in that community. If there was ten other “widget” makers in the vicinity, what were unique propositions to going to their shop? And finally the needed to figure out where that community spent it’s time engaging their brand. Obviously they needed a stronger Web presence, but were FaceBook and YouTube really going to be where the best engagement would take place?
I’m sure, by the end of our conversation, my face was red and the veins in my forehead resembled what that road-map may look like. But the takeaway was put perfectly when she called up her employer and said, “Sir, we really can’t skip steps when it comes to TRUE Branding and marketing. Let’s take a strategic look at what where we want to go and then my friend Andy can come by and work with us to get there”
I know this comes off as a bit of a rant, but there are a lot of companies out there that are still behind the curve when it comes to social media marketing. It isn’t so much using the tools of social media like FacebookYouTube, Twitter and LinkedIn, but the brand and marketing strategy that powers these tools. And it’s going to take time and a lot of thought to get that road-map to the future figured out.
Contrary to what Michel J. Fox and Steven Spielberg told us in 1985, time travel is NOT possible; the flux capacitor hasn’t been built yet; Delorians won’t withstand the pressure of time travel; and Doc Brown is just another wild-eyed pedophile in an Einstein wig and lab coat.
But I digress.
Could I have taken my friend’s company (and their money) and thrown together a FaceBook page and a few videos for YouTube? Sure. But I wouldn’t have been doing my job as The Brand Chef if I did it without TRUE branding and a strategic road-map. And they wouldn’t have seen results from any of it – making us all look stupid.
Just to sum up… You can’t jump from 1989 to 2010 with the simple activation of a Twitter account. Research, plan, integrate and engage with social media AFTER you’ve figured out where your brand should be going within the marketplace. Then make a commitment to staying up-to-date with your brand, your industry and your community.
Until Next Time (within the next 25 years)…
Keep Cooking (timely, relevant branding decisions.)
Andrew B. Clark
The Brand Chef
So, today I decided to expound on the social media world’s fascination with BACON.
Yep, Bacon! It’s the American blogger’s food-porn aphrodisiac. If it came between naked pictures of Kaley Cuoco(Penny on “Big Bang Theory”) and bacon, I truly worry that the bacon would get more views. Maybe Kaley’s photos would have a lower bounce rate, but that’s a whole different blog (and innuendo)…
Anyway! I honestly can’t go a single day without seeing a tweet or a post or a photo(notice the bacon bra?) of something to do with bacon. It’s everywhere!
So, why bacon? Why? WHY!?!
1. Bacon Emotes True Passion - Starting out with the obvious, bacon is… FREAKIN’ bacon!
You can whisper “I have bacon” in a crowded room and it’s pretty certain that you get a glorious, harmonizing response of “yummmmmmm…” similar to those Tibetan Deep Throat Chants. (video)
that aside, the draw to bacon is so powerful, some retailers and hotels have been branded JUST by the bacon they serve! I’ve read of entire restaurant menus dedicated to bacon, but to have an endorsement like this,
“if Bacon had a God he would live at The Roger Smith Hotel!” – Chris Brogan
makes an impact for bacon’s case that knocks you off your feet.
2. Bacon Has Spanning Relevance - While I really don’t need to go into the origins of bacon, I would assume that it took some grunting relative of ours about 10 seconds to figure out the salting and curing of the fatty back parts of pigs turned a generally disgusting part of the animal into one of the most succulent slices of meat human kind would ever stumble upon. It can be fried, diced, baked, grilled and even made into ice cream. So how can bacon NOT be relevant to every social and economical demographic under the sun?
3. Bacon Is Ultimately Unique – It has a taste like no other meat product. It’s kind of a cross between glazed ham and beef jerky. The sheer individuality of bacon makes it the most utilitarian meat source on the planet. And just try to search for “Bacon Recipes.” You’ll be reading (and drooling) for days…
4. And Bacon Is Soooo Engaging – How can one food, one simple, solitary slice of meat become the biggest meme of the 21st century? How can bacon, a fat, salty slice of cholesterol become more consistently popular than Justin Bieber or Britney Spears put together?
Let’s just put it this way, have you ever been unhappy eating bacon?
UH OH… look what I just did…
Can you hear it? Sizzling like fat on a 400˚ griddle… my branding brain did it again.
Even when it comes to writing a silly post about the popularity of bacon, I pull in the TRUE Branding formula. It’s inevitable. When it comes to branding, like bacon, there has to be truth, relevance, uniqueness and engagement.
I haven’t asked pork producers but this could all be a big conspiracy to sell more pork product, but I’m sure they’re not complaining.
How would YOU like your brand to have the fan base bacon has? Imagine having your brand, your product, your name associated with everything personally rewarding and ultimately sinfully satisfying as bacon.
Try it.
Keep Cooking (until it’s crisp and satisfying.)
Andrew B. Clark
The Brand Chef
And with a hat tip to my blogging buddy @AdMavericks(Josh Fleming) I give you another tribute to BACON!
Does your company have good character? I’m not talking about the people or “characters” within the company. While the people make up a very important part of it, I’m talking about the character of the company, itself.
Good character, like TRUE branding, is based on a very specific set of criteria. For TRUE branding, we’ve determined that the brand must be True, Relevant, Unique and Engaging to have a strong, marketable brand foundation. But when it comes to character, there are six traits that form the strongest foundation:
Not one of those characteristics has anything to do with increasing market share or ROI.
There’s more than the bottom line. There’s more than the marketing. There’s more than 60-hour workweek. There’s more than the executive washroom. There’s more than accounting or sales. More than copier paper, toner, staples… There’s simply more, and it’s called character. While it shouldn’t be confused with your company brand, good character and a TRUE brand should go hand-in-hand.
Can British Petroleum (BP) say they’ve got a good character? If you evaluate the company character based on the simple six criteria listed above, they’re failing miserably! They’ve broken our trust, shown absolutely NO respect, taken no responsibility for their actions and have been deplorable in their dealings since the spill (can we even call it a spill any more?). And let’s not even talk about caring and citizenship. It’s a perfect case study in complete corporate character implosion. Even based on the TRUE branding criteria, I’d say their brand (and company) is in a world of hurt.
I love the recent statement by Laura Ries when she identified BP’s “brand problem.”
“The spill in the Gulf has pulled the curtain off of a company that has been blowing smoke up our butts for years. No consumer, regulator or politician will soon forget this tragedy”
And she concludes with,
“Strong brands with a reputation for quality, safety and honesty are able to survive even the worst tragedies and negative PR stories. Toyota, Tylenol and Goldman Sachs have faced some dark days recently, but for them the future is still bright because the brands are strong. For BP, not so much. A brand with a poor reputation facing one of the worst oil spills ever is damaged goods. No amount of advertising can fix this. Anything BP says will no longer be believed. You can fool us once, but never again.”
Because of recent events, BP is the obvious example, but what other companies have been branding themselves as the “community company” when its character, deep down, is flawed, selfish, myopic and detrimental to the community in which they serve? Finding the truth within your brand is imperative. It’s the foundation on which all else is built. Ironically, truth is a core component for good character as well.
I can’t emphasize the importance of the correlation here. There’s an important connection. When the two support each other, everyone wins!
What has your company done to educate and foster good character? Does good character start in the corner office and spread on down through the ranks or is it simply a happy face panted over oil slicks, smoke screens and broken promises?
Food for thought…
Keep Cooking! (TRUE character-driven business)
Andrew B. Clark
The Brand Chef
For more information on the six pillars of character, check out these links:
I’ve had the honor of hearing and seeing some very good keynote speakers throughout my career. Some have left me with tears in my eyes or a fire in my heart while others… have… well… just left me.
