I recently went to see a high paid speaker who is one of Canada's most well-known and wealthy marketing gurus and I was disappointed - yet again the marketing world has confused what BRANDING really means. She spent half of her talk discussing how non-marketing experts have a hard time figuring out what branding means and that only true professionals really know how to define it. Well, she's wrong. Marketers are confused and everyone else has it straight; and I can say this after owning a marketing company for years. Marketers have made the concept so complicated and tried to appear smart, but have gotten so far from the true definition even they don't know what it really is. She was trying to say that branding is the way others would describe your company when they see an ad or commercial - in other words what's the word on the street about your business, and what do the employees say it's about. I would argue this is your culture not your brand.
A brand, plain and simple, is a marking (burned or not as you see below) that labels something to a certain person / business. In others words, no matter how hard marketers try to tell you it's not about your logo - it is! You design a brand and stamp it everywhere. Whereas your culture is created over time and can't be designed, it simple happens based on the environment you create about and around your business.
Here's the true definition of brand according to http://dnet.princeton.edu/perl/webwn:
trade name: a name given to a product or service
identification mark on skin, made by burning
burn with a branding iron to indicate ownership; of animals
a piece of wood that has been burned or is burning
mark: a symbol of disgrace or infamy; "And the Lord set a mark upon Cain"--Genesis
Expanding your circle check...and how we broke our own rules!
I was driving past a bus stop bench in town the other day that had advertising on it, but with all of the snowfall we have had here, the sign was almost completely invisible. The poor realtor (I think that's what was advertised) who paid for that sign for this month has been tossing money away, since no one can see it.
If they had expanded their Circle Checks of their "business", to include any offsite locations where their business is "present", and checked in on this sign, they could have gone and cleared the snow away themselves, so that their money wasn't being wasted. Its one thing to do your Circle Checks around your "main" business space, but any other physical presence you have should also be regularly reviewed.
And we're guilty of this ourselves..... We had created a Facebook event for our upcoming Kingston small business training on March 27th, but we both failed to notice that somehow it got posted in Facebook as March 17th. It wasn't until a potential attendee told us it said the 17th, that we knew it was incorrect....despite both of us having viewed the page several times. More evidence of the need for Circle Checks - those objective timeouts to view things differently, where you can spot problems that you might not notice in a quick passing glimpse.
Aside from your office or shop, where else are you "present" that you need to check up on today?
If they had expanded their Circle Checks of their "business", to include any offsite locations where their business is "present", and checked in on this sign, they could have gone and cleared the snow away themselves, so that their money wasn't being wasted. Its one thing to do your Circle Checks around your "main" business space, but any other physical presence you have should also be regularly reviewed.
And we're guilty of this ourselves..... We had created a Facebook event for our upcoming Kingston small business training on March 27th, but we both failed to notice that somehow it got posted in Facebook as March 17th. It wasn't until a potential attendee told us it said the 17th, that we knew it was incorrect....despite both of us having viewed the page several times. More evidence of the need for Circle Checks - those objective timeouts to view things differently, where you can spot problems that you might not notice in a quick passing glimpse.
Aside from your office or shop, where else are you "present" that you need to check up on today?
Support for the Circle Check
Recently we heard a presentation about the principles of lean manufacturing by Jim Beswick of Calgary, who helps companies become more efficient and successful by focusing on the processes and aspects of their business that lead to things that are truly valued by their customers, and minimize the time spent doing all the other "stuff" that customers don't care about.
One of the tools he talked about was an observation checklist, a tool he uses with businesses to have people simply stand still for a moment and watch what goes on, identifying things that are not working well, or efforts that are wasteful.
We were amazed at how similar this approach was to our own Circle Check, a tool that forces you to take that objective time out and stand back to look at your business space with fresh eyes. This approach of taking a break to see things as you don't normally see them amidst the mad day-to-day rush of work and business, is a necessary step to get a full view of your business, whether its monitoring the conditions of your physical space as with our Circle Check, or whether its reviewing efficiencies and waste as with Jim's work.
When was the last time you stood back and just "watched" your business?
One of the tools he talked about was an observation checklist, a tool he uses with businesses to have people simply stand still for a moment and watch what goes on, identifying things that are not working well, or efforts that are wasteful.
We were amazed at how similar this approach was to our own Circle Check, a tool that forces you to take that objective time out and stand back to look at your business space with fresh eyes. This approach of taking a break to see things as you don't normally see them amidst the mad day-to-day rush of work and business, is a necessary step to get a full view of your business, whether its monitoring the conditions of your physical space as with our Circle Check, or whether its reviewing efficiencies and waste as with Jim's work.
When was the last time you stood back and just "watched" your business?
Always look close to home
During our world tour this past year, Matt and I have traveled all over North America and even some in Europe. At these events our average book sales ratio is 1:6. Lately we have been doing more training and speaking events closer to home (one because our family have said so and two because people have started asking for it) and suddenly our sales ratio is 1:4 and sometimes even better.
So even though the travelling is fun and exciting and sometimes can be easier (I know strange but true), it's important for every business to look close to home. What opportunities lie right in your backyard that you haven't seen yet?
So with that said... here's some information on our upcoming Kingston workshop.
Thu, Mar 27, 2008
8:30 AM - 11:00 AM
$60 (includes snacks, 2 training sessions, autographed copy of Trucker Management)
A Day in the Life Contingency Planning for your Small Business
In this interactive seminar, participants roleplay a full day of operations in a small business, brainstorming actions and reactions as everything that can go wrong does. By the end of the seminar, participants will be well equipped to transfer the lessons learned back to their own businesses, ensuring they have all of the necessary contingency plans in place to avoid costly disruptions. Useful tools that participants can immediately implement in their businesses will be provided as take-away resources.
Assembling Success
Do you have what it takes to lead your team to victory? Successful organizations depend on quick-thinking leaders, an ability to recognize strengths and weaknesses of team members, and plans that allocate resources for maximum efficiency. This fun and fast-paced session has teams competing to design and execute an assembly line, and get quality products to market more quickly than the others while facing unique challenges associated with the abilities of each team member. The lessons illustrated by this exercise can easily be transferred to any type of business or organization. Team leaders will have their decision-making and communication abilities tested in a hectic environment how will you measure up?
To register contact us at:
613-546-0222, info@truckermanagement.com
So even though the travelling is fun and exciting and sometimes can be easier (I know strange but true), it's important for every business to look close to home. What opportunities lie right in your backyard that you haven't seen yet?
So with that said... here's some information on our upcoming Kingston workshop.
Thu, Mar 27, 2008
8:30 AM - 11:00 AM
$60 (includes snacks, 2 training sessions, autographed copy of Trucker Management)
A Day in the Life Contingency Planning for your Small Business
In this interactive seminar, participants roleplay a full day of operations in a small business, brainstorming actions and reactions as everything that can go wrong does. By the end of the seminar, participants will be well equipped to transfer the lessons learned back to their own businesses, ensuring they have all of the necessary contingency plans in place to avoid costly disruptions. Useful tools that participants can immediately implement in their businesses will be provided as take-away resources.
Assembling Success
Do you have what it takes to lead your team to victory? Successful organizations depend on quick-thinking leaders, an ability to recognize strengths and weaknesses of team members, and plans that allocate resources for maximum efficiency. This fun and fast-paced session has teams competing to design and execute an assembly line, and get quality products to market more quickly than the others while facing unique challenges associated with the abilities of each team member. The lessons illustrated by this exercise can easily be transferred to any type of business or organization. Team leaders will have their decision-making and communication abilities tested in a hectic environment how will you measure up?
To register contact us at:
613-546-0222, info@truckermanagement.com
Meet the Meanie
Those of you that have known me a few years have probably heard this crazy idea I had a back in 2004. The idea is that instead of fearing and loathing your competitors, embrace them, in fact, invite them for lunch or coffee. I believe in this concept so much that I developed a set of lunch sessions called 'Meet the Meanie' for different tourism operators.
It worked like a charm, especially for the museum industry. Each museum was struggling to promote themselves on such a limited budget. Collaboratively, they realized their budget for advertising was much greater and they could stretch it further. So they developed a joint brochure, ad campaign and a visit multiple museums passport type activity. It worked to increase the pie and not just the piece of pie, therefore everyone's pieces increased.
In the tech industry I have seen several competitors get together to post joint job ads. Two different ways that meeting your meanie can be effective.
Have you met your meanie? More importantly, have you thought of ways to work with your meanie, instead of fearing them?
It worked like a charm, especially for the museum industry. Each museum was struggling to promote themselves on such a limited budget. Collaboratively, they realized their budget for advertising was much greater and they could stretch it further. So they developed a joint brochure, ad campaign and a visit multiple museums passport type activity. It worked to increase the pie and not just the piece of pie, therefore everyone's pieces increased.
In the tech industry I have seen several competitors get together to post joint job ads. Two different ways that meeting your meanie can be effective.
Have you met your meanie? More importantly, have you thought of ways to work with your meanie, instead of fearing them?
Assembling Success Toronto-Style
We had an enthusiastic group of young professionals at the JCI Central Region conference in Toronto, who came up with some creative ways to assemble their products in the "Assembling Success" exercise. In addition to having fun, they learned about allocating resources, assigning team duties, as well as aspects of communication and leadership & management. A big thanks to all for their participation!
Continuing the World Tour in 2008
For those of you keeping up with the World Tour we've been on this past year, we're not done yet! Some of the places we are trying to secure training and keynote opportunities for 2008 are:
- Iceland
- Malta
- Washington, DC
- Florida
- North Carolina
- Quebec City
- Ottawa
- London, ON
- Winnipeg
- Northwest Territories or Nunuvat
If you have any connections or would like to help us plan something in any of these places (or anywhere else on the globe for that matter) please let us know.
Public promises
I was in a restaurant in Belleville on Friday, and on my way to the washrooms, noticed the sign overhead, painted permanently right onto the wall, pointing the way to "Clean Washrooms".
As a customer, it was a great re-assurance that I was about to enter properly cared-for washrooms, with a permanent promise that no matter what time of day or week you went in, they were going to be clean (which they were).
As a business owner, I thought it was a great way to challenge yourself and your staff by forcing them now to deliver on a very public and permanent promise to your customers. How much of a difference do you think it makes to the staff in their care for and attention to the condition of the washrooms with that big sign overhead always promising that they will be "clean", as opposed to simply having a line in the staff manual or daily procedures checklist that the washrooms need to be kept clean?
Finding ways to publicize your business promises, so that you and your staff can see them as easily as your customers can, will help you ensure that they are top of mind, and therefore that you are constantly and continually delivering on them. What promises are you ready to post today?
As a customer, it was a great re-assurance that I was about to enter properly cared-for washrooms, with a permanent promise that no matter what time of day or week you went in, they were going to be clean (which they were).
As a business owner, I thought it was a great way to challenge yourself and your staff by forcing them now to deliver on a very public and permanent promise to your customers. How much of a difference do you think it makes to the staff in their care for and attention to the condition of the washrooms with that big sign overhead always promising that they will be "clean", as opposed to simply having a line in the staff manual or daily procedures checklist that the washrooms need to be kept clean?
Finding ways to publicize your business promises, so that you and your staff can see them as easily as your customers can, will help you ensure that they are top of mind, and therefore that you are constantly and continually delivering on them. What promises are you ready to post today?
Part Truck Driver, Gladiator and Mule
I can't do this entry without admitting that yes - I'm a junkie...a Starbucks junkie. Everyday I make my way to the nearest Starbucks, order my caramel macchiato and look forward to reading the inspirational quote on the cup. Today was no exception. For the last month I have been looking for inspiration for my next blog entry - and thanks to Starbucks I found one.
The quote on my cup today was #260 "Playing in an independent rock band will eventually make you equal parts truck driver, gladiator and mule. Glamour is for those with trust funds." It made me smile - sounds a lot like being an entrepreneur.
On Wednesday nights we've been teaching a class at our community college on starting a business. Just this past week we talked about the lifestyle of an entrepreneur and how especially in the early days you are a jack of trades, including the chief cook and bottle washer, I never thought to include gladiator and mule too!
The best part about the Starbucks quote is the recognition that many jobs include similar traits to that of a truck driver - you need to be able to multitask, maneuver in dangerous situations and arrive alive. Great way to think when you're running your business.
The quote on my cup today was #260 "Playing in an independent rock band will eventually make you equal parts truck driver, gladiator and mule. Glamour is for those with trust funds." It made me smile - sounds a lot like being an entrepreneur.
On Wednesday nights we've been teaching a class at our community college on starting a business. Just this past week we talked about the lifestyle of an entrepreneur and how especially in the early days you are a jack of trades, including the chief cook and bottle washer, I never thought to include gladiator and mule too!
The best part about the Starbucks quote is the recognition that many jobs include similar traits to that of a truck driver - you need to be able to multitask, maneuver in dangerous situations and arrive alive. Great way to think when you're running your business.
Book Signing Event
Where: Indigo Books, Princess St at Sydenham St, Kingston ON
When: Wednesday, December 5, 5pm - 630pm
What: Book Signing for Trucker Management, free goodies
Who: Lindsey Fair and Matt Hutcheon
When: Wednesday, December 5, 5pm - 630pm
What: Book Signing for Trucker Management, free goodies
Who: Lindsey Fair and Matt Hutcheon
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