Posts Tagged ‘global brand’

Ten Commandments of Personal Branding – #10: It’s All About 30 Seconds

Thursday, January 7th, 2010

“With one look, I can break your heart.”

“With one smile, I’m the girl next door.”

“Watch me when I frown, you can’t write that down.”

“With one look, I put words to shame.”

SBI particularly like these lyrics from the hit Broadway musical Sunset Boulevard. I like them because I earn a living with words, and the song — delivering the thoughts of a silent movie queen — challenges my very existence. In her mind, words don’t come close to being as effective as her ability to sway her audience with one “look.”

Which gets me to the 30-second rule, or nearly there. It took you just under 30 seconds to get my point to this point, which is:

In reality there may be two points of view: words either do or don’t matter. But they certainly matter to me. And, it’s my life’s work to get yours to matter to the audience you need to influence.

In the 1970s, Milo Frank put forward the concept of the 30-second rule. If you can’t say something in 30-seconds or less, your reader or audience can’t get it. Not that you have to deliver the whole Gettysburg Address in 30 seconds, or describe why you are the single most qualified candidate for a job in 30 seconds. It’s just that the human brain probably can’t hold more information in its RAM than you can cram into 30 seconds of speech or text. So, you must string together points of information and generate emotional response, in 30-second increments.

Go ahead and try to use only 30-seconds you make a point. Pick the subject: “What’s the coolest thing about me and why.” Stopwatch application in hand: Go!

How did you do? Not easy, is it? That’s why successful personal brands demand intentional wordsmithing, just like big brands do. On TV, brands make a whole movie in a 30-second commercial. You laugh, you cry, you buy!

Remember, as a personal brand you can (and often need to) build a longer case. But do it in 30-second bits so your audience’s brain can take a brain breath or re-boot. Your audience’s brains are actually working on your behalf: associating what you’ve just said with something else that’s in storage. Keeping talking and you risk your audience freezing up, or checking their smart phones. They mean no insult. They just need a break, every 30 seconds or so.

Gold FishGoldfish have a 7-second memory, and there’s some evidence to say our species is moving in that direction. Actually, if you understand the theory of evolution, we likely started in the ocean, so ending up in bowl of water isn’t so far fetched.

When I was a marketing executive at Coke, working with franchisors and Zs, they stressed us pretty hard to speak in 7 words or less. That way, ANYONE could receive, retain and repeat your message: the CEO of Coke and the guy delivering cases of it. One relentless, unified message-making machine is the underpinning of the world’s most recognized brand.

You might take a lesson from Coke when you first introduce yourself or a new concept. Deliver a great 7 seconds. Here’s my company’s description in just about 7 seconds.

“Everyone has an expert hiding inside of them. Pegasus Media World finds the expert in you and brings out the media darling you’re meant to be.”

If your audience “bites and chews” your first tidbit, you should see a “look” that says, “Tell me more.” Those are the 3 sweetest words in business communication. Save the “I love you” for personal business, although I must admit that both 3-word expressions reflect how I feel in business (you know who you are).

In 30 seconds or less, the 10th commandment of personal branding is:

Crisp up your personal brand’s communication so everyone in your audience receives, retains and repeats:

How wonderful you are

What wonderful things you’ve done

When your next wonderful opportunity to invest, buy or hire is

Why you are the most wonderful person for the job, project or partnership

Now, go!

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Your Personal Brand is Nothing if Not Global

Tuesday, November 3rd, 2009

The U.S. used to stand for “no one else matters but US.” Then came Bollywood, and its 1.2 billion audience members, including pretty much the best engineers in the world.

And then came Crouching Tiger, Hidden Dragon, and its audience of 1.3 billion consumers of concrete and Hong Kong. Oh, and Kate Beckinsale was crowned the sexiest woman in the world, per Esquire. ScarJo and Megan, you have your place, but audiences around the world, heck even here, find celebrities more desirable if their personal brands are born outside the US.

U.S. Citizens:

Your earning power and net worth are dependent on seeing yourself as employable by anyone, anywhere. Your

Is your Brand Global?

Is your Brand Global?

personal brand must embrace that you are a world citizen, not because it’s the polite thing to be or because global warming is melting another continent’s ice caps and you’ll miss out on seeing polar bears.

Right now, your best job may be with a multinational not based in the US, a US company that is globally oriented or any business where you’re not just serving the locals. Unless your personal brand is to intentionally cater to the locals, like running a neighborhood diner, which is incredibly cool and could totally rock a gentrifying couple of blocks. Of course, if your personal brand is entrepreneurial then you might be thinking about franchising your concept, so remember Subway has more overseas stores than domestic.

Global thinking isn’t just for brands like Coke, Nike and Disneyland anymore. Increasingly, it’s for your personal brand and mine. My cousin Allan started out running a classic Mustang parts business in Long Beach. His personal brand was big with the membership of a few local Mustang car clubs and the classic car geeks at swap meets. Five years later, he makes most of his money shipping cars overseas. He’s built his personal brand by being a rock solid supplier of cherry condition cars to big money bidders in Australia, New Zealand, the EU, the UAE and of course, Asia.

So citizens of the US, make your personal brand global friendly. Read a business etiquette book that tells you

How up-to-date is your passport?

How up-to-date is your passport?

the rules in the places where you won’t find familiar faces. Like how you should show up on time to German meetings but stay calm when you’re the only one in the conference room in Rio and it’s two hours later than, oh let’s just say you anticipated. If you had the oil, fresh water and Olympics that Brazil has, you might be more casual than concerned when the US pays you a call.

Here’s what you do now

  1. Pick a daily newspaper website from 5 nations – only one of them from your home country. Read at least the headlines. Yes – most of them are translated into English (we still are the language of air traffic control).
  2. Look for your passport, and if it’s time to renew it, take a photo that makes you look like a trustworthy business person, and not like you at 19, needing a haircut and living on Ramen noodles.
  3. Pick 3 multinational companies to follow online, so you can see what it’s like to be part of the whole world – and not think you are the whole world.

About Nance:  Nance Rosen is the author of Speak Up! & Succeed. She speaks to business audiences around the world and is a resource for press, including print, broadcast and online journalists and bloggers covering social media and careers.

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You Are a Global Brand

Monday, October 12th, 2009

You are a Global Personal Brand from PegasusMediaWorld on Vimeo.

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