Katy Goshtasbi, Author at Puris Consulting - Page 13 of 14

Author: Katy Goshtasbi

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TOP 3 COMPANY EMPLOYEE BRANDING PROBLEMS THAT COME WITH INTERNAL COMPANY CHANGES

Written by Katy Goshtasbi

Posted on: June 6, 2016

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Within organizations the one thing you can count on is change. Change is inevitable.

It comes often and is often painful. In the branding world, change is an indicator of brand flexibility: brands that go with change, evolve and survive to thrive. Brands that don’t bend with the wind, die out.

What kind of changes are we talking about? Such changes include a) reorganizational changes of any kind, like changes in management, buy-outs, downsizing due to economic factors or due to innovation b) technological changes leading to obsolescence c) pure economy dictated changes.

What do all these changes involve? Employees. Your best advantage and greatest asset- your talent pool.

Here’s the problem: The 2013 Gallup State of the Global Workplace report found that only 13% of employees are engaged at work. Engagement equals productivity.  

So what are the hurdles to employee engagement and productivity due to change? Here’s what I’ve found happens when there is any internal change- and there will always be internal change:

  1. There is a fundamental shift in brand values due to change in management- often this is accompanied by mass confusion, often subconscious, among the employee pool. Why? Read on.
  2. There is no focus on the notion of building the “internal” brand first- since the brand of the employees/agents is behind the company brand and comes first, it pays to develop the employee brand first- this involves direct communication to the employees and inclusion of the employees in the brand value process. Leadership must engage employees in the exercise of discovering their values that coincide with the shift in brand values of the new management.
  3. There is a strong possibility that employees/agents go rogue and drift away from the corporate brand representation.

So what is management supposed to do about this? The first step is that “management” needs to stop thinking like “management” and start thinking like “leadership”. This means first and foremost having conscious awareness that a shift has occurred. This shift may not be well understood or accepted by your employees.

Next, leadership needs to take steps to make sure the brand values shift is a) communicated well and b) open to revision by employees c) based on the ability to have the employees develop their own brand values and contribute to the new direction of the company’s brand. This is where I come in to assist the leadership team.

What happens if management does not become leadership and apply these steps? From my experience, the best that can happen is employees leave the company. The worst that can happen is that employees stay, become disgruntled which in turn leads to apathy, lack of productivity, and low morale. All of this inevitably leads to a decline in profits.

So what does this mean for you?

If your organization is going through change, make sure you consider your employee brand values. They must be in sync with your organizational shifts and the brand value changes they bring. These changes must be communicated to your employees and your employees given the ability to participate in creating the evolved organizational brand culture.

 

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Top 3 Marketing Mistakes Mid-Level Attorney/Partners Make

Written by Katy Goshtasbi

Posted on: March 28, 2016

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When I graduated from law school in 1997, jobs were plenty.  I was so very fortunate, as were all my classmates.  Just about the only reason we had for not getting a job was if we failed the bar exam.

Looking back, I realize how blessed we were.  I really didn’t have much anxiety around finding a job. If anything, my anxiety was more about whether I would find a job that I really wanted.

Fast forward 19 years.  I have so much respect for recent law school graduates. They no longer have the luxury that we did when we graduated. Nothing is guaranteed once they graduate.

This may sound like a bad thing, however I see it differently.  I think graduates these days are much more resourceful and scrappy. They are forced to figure out their brands and then market themselves in a way we never had to do.

This brings me to the dilemma I see so many law firms facing today.  The majority of those who graduated law school a few years before me as well as those who graduated with me are mid-level partners in their firms.  They are not the oldest in the partnership ranks yet.

As a result of when we graduated and our fantastic economic circumstances, many of these partners always had work- it was either always generated by more senior partners and given to them or it was easy for them to get work otherwise.

The problem I see is often, as a result, these partners are not able (or willing?) to generate their own business because they have always had business given to them.  So their brand is practically non-existent and their marketing efforts, rusty at best.  This may sound like a generalization and it is.  This is based on my many years of experience working with law firms on branding.  There are obviously exceptions everywhere.

Here are their top 3 Marketing Mistakes:

  1. They assume the business and work will always flow because it has always worked out for them in the past. Don’t get me wrong. I love optimism, however it has its limits. Because of this mentality these partners aren’t as open as they can be to seeing their branding and marketing needs differently.  This hurts the entire firm.
  2. They don’t participate in marketing and branding work like others in the firm do.  I see this regularly each time I go into a law firm to train the attorneys on branding and marketing.  The room is filled with: a) 65 year old and above attorneys/partners and b) 27-35 year old attorneys/associates.  They are all eager to learn because they know it matters.  No where to be found are the mid-level partners ranging in age between 40 to 55 years old or so. This hurts the entire firm.
  3. They don’t choose to see marketing and business development activities creatively. I find when this level of partner does market their practice, it is in very traditional ways such as advertisements, taking a new firm website picture or speaking at a conference. Rarely do they stop and really focus on working on their own internal projection to possible clientele (i.e., their brand) nor how to collaborate with other attorneys. This hurts the entire firm.

The end result of all this is the following: one day within the next ten years, these very same lawyers are going to be the most senior attorneys at their firms as the older partners retire.  As such, the older partner are no longer going to be around to feed them work.  The younger lawyers will have already figured it out and have moved on without these partners.  This hurts the entire firm because of the inequity of the situation.

What does this mean for you? If you are a mid-level lawyer and this description fits you, please consider:

  • Choosing to see your marketing and branding efforts in a new light:  What can you be doing differently to develop business?
  • Working on yourself and your own brand instead of focusing on others.
  • Hiring a consultant and/or coach to help you get up to speed.  Most often in these situations, the timeline is accelerated and it will creep up on you before you know it.
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#1 WAY TO AVOID YOUR BRAND FAILURE IN 2016: INTENTION VS EXPECTATION

Written by Katy Goshtasbi

Posted on: January 18, 2016

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My life has gotten way easier over the last several years. In particular, my relationships have become much more fun and easy.

It used to be that if I scheduled time together with a friend or colleague, I had lots of expectations of them: I expected them to be on time, I expected them to entertain me, I expected them to be amused by me, etc. The list was long. In fact, the list was so long, it always left me disappointed. Why?

Because my friends and colleagues never lived up to my expectations of them. How could they? After all, I never once conveyed what I expected. Nor did I do anything to make sure my expectations manifested. I never once told a friend that I expected them to show up on time and to be fun to be around. But I expected them to just know what I expected- like they could read my mind.

Does this sound familiar to you?

Expectations lead to nasty results. When we have certain expectations in our lives, two results happen:

  • We become James Bond-ish- we never convey our expectations to others, ensuring that our expectations remain the best kept secret ever. How stealth of us.
  • We get lazy– we take absolutely no action personally to make sure our expectations become our reality.

This is the perfect lazy brew for disaster: “You should know what I expect and I’m not going to take responsibility for my own expectations. Ever. It’s all on you to make me happy”.

So how did I manage to turn things around for myself after years of suffering (poor me!) with friends and colleagues who never delivered on my expectations?

I started to set intentions, instead of expectations. In my mind, intentions are very different than expectations. Intentions are about me choosing how my life will go.   Intentions keep me in my personal power and that’s an attractive brand. Intentions are grounded in reality and always include:

  • A plan– I decide what I want to happen in all of my interactions with others and with myself. I then plan for it to make sure it happens.
  • Responsibility– I take responsibility for life working out for me, my way. No one else gets the blame. No one else gets the rewards.

What does this mean for you? Stop and consider:

  1. What expectations do you have of others and yourself in 2016?
  1. Where are those expectations going to fail you and leave you with an unhappy and less than optimal brand?
  1. How can you set about turning those expectations around so your brand shines- what intentions can you set, instead, that will leave you in your personal power and control of your life and brand in 2016?

 

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Do You Hygge’ and Does It Make You A Happier Brand?

Written by Katy Goshtasbi

Posted on: October 27, 2015

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About two weeks ago San Diego went through a nasty heat wave. The high temperatures were relentlessly in the 90s for that entire period of time. Normally, I would manage to get through it, but it was October.  I yearned for Fall. I was sad and angry.  Once again, I was rethinking living in San Diego, much to the chagrin of my family.

In that two-week stretch, all I wanted to do was to wear a sweater, pull a fleece blanket around me and snuggle under it with a cup of HOT tea.  Without getting heat stroke and making my husband fear my sanity, I couldn’t bring myself to wear the sweater and cuddle under the blanket.  But, I did have a cup of hot tea (well, more like tepid, but I pretended it was really hot) every evening.   My husband was very kind and just looked at me funny from the corner of his eyes. Mostly because he knew how happy it made me to drink my hot tea and pretend like it was Fall outside.

So am I crazy?  Why do I yearn for the coziness, hot tea and sweaters?  Am I just an East Coast gal transplanted on the West Coast?  I dare say not.

In developing peoples’ brands, I always preach the happiness factor: if you are not happy, you cannot sell happiness. Happy branded people are the only brands others notice and buy/hire.

So what does this happiness have to do with getting cozy?  Well, for years I’ve had a theory that people who live in four weather climates are happier brands. Why? I now have the answer.

It’s called Hygge’.  This is a Danish term for the notion of getting snuggly in the winter, spending time with family, relaxing, enjoying life- even if it is cold, dark and wet outside- much like it is in Denmark for about 5 months out of each year. As Suzanne Nilsson, a hygge’ teacher, explains the term hygge’ is “the absence of anything annoying or emotionally overwhelming; taking pleasure from the presence of gentle, soothing things.”  These things include candles, tea, family/social gatherings.

These things are also all the things we would all tend to do more of in climates that have that fourth season of winter.   My friend Pam is from New Hampshire.  She has said on too many occasions that there was such a sense of community in New Hampshire, particularly during winter.  Pam notes that in winter, neighbors just knock on each others’ doors, go in for dinner or for a cup of (get ready for it…) tea!

So could there be truth to my belief?

There are definitely many studies linking gratitude with happiness.  Gratitude does not rely on material things.  If you’re not yearning for more “things” to buy, then your gratitude cycle is more likely to continue meaning you are more likely to stay happy longer, making you a more attractive brand.

As if I needed more proof, I got it on Friday when I was having lunch with Ian McDougall, the General Counsel of LexisNexis.  Ian noted that he had worked in New Zealand for a while and had noticed that despite the fact that people in New Zealand had higher cost of living with lower compensation, they seemed happier.  Why? Ian noted that New Zealand (much like Denmark, perhaps?) was full of breathtaking outdoor life.  It appeared to Ian that most residents found happiness, not in spending their money buying more things, but in spending time outdoors.  So happiness is a function of “being”, rather than “having”.  Folks in New Zealand sound much more likely than not of being happy brands (yes, I’ve met many of them and they were all much happier than the general US population, if I may generalize).  That sounds like hygge’ to me.

What does this mean for you?  Consider, if you want to be an effective brand that attracts others to you emotionally:

  • Take time to just “be” and do nothing. When was the last time you sat around with a cup of hot tea and spent time with friends?
  • Perhaps not buying so much in terms of material things, but consciously look to create opportunities for yourself to be with others in situations that require more of you “being” rather than “doing”.
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Dealing With Change: Impact On Your Brand

Written by Katy Goshtasbi

Posted on: October 19, 2015

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As humans, we are not very good with change.  Of course, we all know why.  What’s known is comfortable.  Anytime we have to give up our comfort zone, we get stressed and scared.

Looking back on my change in career, it was scary.  Once I knew that I wasn’t meant to practice law anymore, but to do something else with my natural talents and abilities to be of service to professionals, it still wasn’t a fast and easy change/transition.  It too me so long to really “own” that I wasn’t practicing law anymore- and that I didn’t want to practice law anymore.  It required me to give up identifying with being a lawyer.  It was like someone had stripped my identity, not to mention my cushy income stream.

If I wasn’t a lawyer, then who was I? It wasn’t until the day that I stopped identifying with what I did for a living, and started identifying with who I AM, that I started to love the change.  It took several years to get there, though. You know what they say about overnight success.

Brands that are open to change and flexible with change are dynamic brands that endure. These people also have brands that draw in others to them for this very same reason: if someone fears change, they’ll love being around those who are braver than them.

What does this mean for you, your brand and your business/career? Stop and ask yourself:

  • How often do you face change and just move forward, trusting your gut that you are on the right track, instead of living in fear?
  • How often do you implement change at work? If you have employees that respond to change by saying, “are we changing that again?” or “we liked the old way”, then you need to rethink your employee pool.  Either re-train them or get new employees that are more flexible and can go with the flow of change.
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Brand Attraction: How “Attractive” Is Your Brand?

Written by Katy Goshtasbi

Posted on: October 12, 2015

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Have you ever had those days when you felt less-than attractive? You know what I’m talking about.  I’ve had many of those days.  It’s not just about bad hair, but bad everything. Or is it?

In developing your brand, we always look at the notion of attraction.  Attractive people have attractive brands.  And I’m not talking about looking like a super-model. What exactly do I mean by “attraction”?

Here’s how Merriam-Webster defines, “attraction” in part:

  • personal charm:
  • the action or power of drawing forth a response :  
  • a force acting mutually between particles of matter, tending to draw them together, and resisting their separation:
  • something that attracts or is intended to attract people by appealing to their desires and tastes 

Personal charm may sound fluffy and crazy, but not really. I’m not asking you to go to charm school.  Think of all the people you like, and have, as your colleagues.  How many of them would you say you found “charming” and drew you to them?

The definition even includes a scientific component involving particles and matter.  Why? Because there is true science to the law of having a brand that attracts.  When your brand has attraction, it’s as if there is a certain undeniable “force” pulling others to you and keeping them mesmerized by you.  And I’m talking about in the business setting.

I remember when I went from being a lawyer to running a personal branding company.  That was over eight years ago.  I was in utter shock at how people would flock to listen to what I had to say. ME! The same person who as a lawyer drew nowhere near that many followers and fans.  Over time, I learned it really was this “force” that made my brand work.

The last part of the definition is about appealing to peoples’ desires and tastes.  If this wasn’t true, the products industry, including Coke, Starbucks and Zappos, would be bankrupt.  Effective personal brands understand that we are emotional beings and operate by being emotionally drawn to other people and their brands. This attraction happens by knowing what I like (my tastes) and what I want (my desires).

I remember my days of practicing law. I never ever consciously focused on anything other than being a good securities lawyer.  If you would have told me to work on my brand, focus on emotions and being more emotionally attractive, I would have thought you were crazy.  Back then, there was no focus on these concepts, sadly.

What was true, though, was that I naturally operated this way.  I liked my clients and colleagues and enjoyed interacting outside of the substantive work. Operating this way as a lawyer got me seen, heard and promoted regularly.

I realize the hard part here- as professionals, we do our substantive work and believe that is all that it takes to be seen and heard as a great brand.  After all, we’re professionals with thriving careers.  We are not experts on how to win over others with our charm.

Nothing is further from the truth.  I think in order to gauge our attractiveness as a brand, we need to take the entire definition above into account.

Stop and think for yourself- how could your brand have more attraction power:

  • How “charming” are you? Where can you do better? If you have no idea, be self-aware of how your brand goes over.
  • Does your brand have power to elicit a positive response from others? How can you be better? Consider each and every meeting a practice ground.
  • Are you irresistible and draw people in? What’s one thing you can do to be different in this regard? Remember, slow and steady wins the game.
  • Are you aware of others desires and tastes? Do you take others into account at work? If not, how can you be better?

 

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Top 3 Tips To Move People To Buy Your Brand

Written by Katy Goshtasbi

Posted on: October 5, 2015

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As the statistic goes, 78% of everything we buy is based on how we “feel” about it (product or service) and NOT the content.  When I think back to any of my current purchases (for products or services), I’ve bought over 90% of them because  I “liked” them.

Now you may think, who buys toothpaste outside necessity of content?  Everyone. Otherwise, there would only be one brand of toothpaste instead of so many of them all competing for your dollars.

Same thing for professional service providers.  There are so many professionals doing the same thing out there.  The name of the game isn’t how great you are at your job (you’ll have to prove that to me after I hire you), but whether you “move me” to want to hire you.  That’s actually good news and it’s all based on your individual brand- as a human being.

I remember the days when I practiced law. Towards the end of my 14-year career when I no longer wanted to practice, I was an entirely different brand.  I don’t think I could have moved anyone to want to hire me, plain and simple.  How could I- -I didn’t want to be a lawyer!

So here are three ways to move me to buy your brand as a professional service provider:

1. Be likeable– You can’t count on your intellect and ability to do the work to get you clients and a magnificent brand.  Would I want to be your friend? Would you want to be your own friend?  Stop and think, how like-able are you?

2. Create emotional resonance with me– I remember when I practiced in Washington DC, the common small talk question was, “what do you do?”  I was a victim of asking that question, too.   It was just awful and left the conversation very dry and cold.  Now it seems people have stopped asking that question.  However, we still talk too much about our work.  Stop telling me how great you are at what you do for a living.   Start telling me about yourself as a human and then I’ll emotionally connect.  From there, I’ll buy anything from you.

3. Find your happiness– It’s becoming more common to have dialogue on being happy these days.  But do you really own it?  I know it is hard.  I consciously practice being happy each day. Some days it is really hard for me to find that happiness for myself. So I get mad at myself, then sad and then come back around to give it another go. If you can’t be happy, then you can’t emotionally move me with your brand.  Why? Because happiness is the only emotion that sells. It’s contagious and leaves your brand unrivaled. 

 

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Do You Do Too Much? Making Your Brand of Nothing Mean Everything.

Written by Katy Goshtasbi

Posted on: September 21, 2015

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I recently took to reading the Tao Te Ching. It is known worldwide as The Book of the Way, which is really a guide to the art of living. It was written by Lao-tzu, said to be a contemporary of Confucius (551-479 B.C.E.).

In the Tao Te Ching, Lao-tzu insists on the concept of “doing not-doing”. What this means is doing less that is forced and allowing life to just flow. How often have you experienced the situation where you kind of “gave up” trying so hard and did less?  Did you end up seeing/getting better results? I am guessing so.

In this concept of “doing not-doing”, Lao-tzu does not mean being passive. Unfortunately, that’s what we all seem to think it means to sit still and let life happen.

I remember in my practice as a lawyer, I was always “busy” doing things. If it wasn’t the active practice of law, it was something else: teaching yoga, running, reading, other appointments. My list was endless. I used to think I had to be a certain way as a lawyer. This left me very rigid and blocked so much of my creativity as a lawyer. One thing was for sure: I wasn’t going with the flow of anything in life. I was unhappy a lot.

As I shifted professions, I realized that the end was not my goal. I had no real “end” I was shooting for anymore. After all, I no longer cared to make partner in a law firm or to be General Counsel somewhere. Been there, done that.

This reality freed me up to just “be”. That’s right. Just sit still and do less. Now, I’d be lying if I claimed to be in perfect mastery of just “being” and not running around thinking I have to do so much. I’m working on it. I’m a work in progress. I’m proud of myself for even having self-awareness around the concept.

Here’s what I have learned: strong brands do less and “be” more. 

No where was this clearer to me than watching the finals of American Ninja Warrior the other night. The final challenge, on the road to being the winner of $1,000,000 and the title of American Ninja Warrior, was to climb a 30 foot rope in under 30 seconds. When they interviewed the winner and asked him how he mentally was able to achieve this amazing act, he said, “I became one with the rope”.

Now you may think this is cheezy or crazy. Fair enough. But consider, what he was really saying was the same thing Lao-tzu said: he was being and not doing so much. He was finding his rhythm and groove with the rope instead of fighting against the rope to climb it and conquer it. He wasn’t resisting life, but flowing with it. Resistance leaves us tired and unhappy. That’s a bad brand.

 Effective brands that resonate emotionally with their audience have certain magic to them.   To do less, is to be more adaptable, flexible and go with the flow.

Don’t get me wrong; I’m not saying to sit around and be passive and lazy. Strong brands also have conviction, drive and a purpose to be of true service to others.

What does this mean for you? Stop and think:

  • How much do you take on in any given day?
  • How does it make you feel when you don’t cross off everything on your list? Do you consider yourself a failure?
  • How do you come across to others when you take on so much and are constantly “doing”? Do others see a flexible, happy brand or a rigid, tired, stressed and unhappy brand?
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Personal Branding Case Study: Adam Lambert

Written by Katy Goshtasbi

Posted on: July 8, 2013

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I recently attended a concert by Adam Lambert. For those of you who need a refresher, Adam is the San Diego native who came in second place on American Idol, Season 8.  Some would say looking back he really should have won and has had a more impactful career than the actual Season 8 winner.

The concert was fantastic- fast, fun, funny with a quality vocal performance by Adam and band.  No one could possibly have been disappointed by the hometown boy who kindly displayed his loyalty and appreciation to San Diego.

Putting on my personal branding expert hat, I was baffled as I looked around the fan base during the concert.  After the Michael Buble’ concert a few years ago, I never thought I could be more baffled.  However, I was.

Adam’s audience was loud, wild and ….very varied. So varied that my husband even noticed and commented.   All of this made me think what kind of personal brand appeal would attract this audience and why? At first I thought it may have something to do with the venue being the fairgrounds. I quickly dismissed that notion.

Besides the expected young, gay men and heterosexual women in their early twenties, let me give you a sampling:

–  Behind us sat three, thirteen year old girls who were clearly unaware of Adam’s sexual orientation.  Not only did they scream (constantly and at the top of their lungs.  Translation: deafening) “I love you, Adam”, but at some point when he took off his jacket, they screamed, “take it all off!”  We chuckled.

-The row in front of us had five fans who were easily between the ages fifty-five to sixty-five.  They were dancing, taking pictures and even pulled up Adam’s Facebook page on their phones during the concert.  One of them even had a backpack with the name of a monastery on it….

– Next to us on one side sat a mother (forty-five years and above) and daughter (nineteen).  They claimed they LOVED LOVED LOVED Adam and this was the second (of many more) time they had seen him in concert.  I think the mother loved him more than her daughter did.

-On the other side of us was an African-American man with dreadlocks, a happy toothless smile, and cowboy boots.  He was there with his blond hair, blue-eyed wife.  Both were in their early sixties, I would guess.

So how is it possible that Adam Lambert has this varied of a personal brand appeal?  Leaves the rest of us envious and wanting to do the same with our personal and business brands, I would say.

Well, I would venture it has something to do with the playlist.  Not only did he sing all his popular songs, but he sang (and brought in very real, touching commentary about) songs from Tears for Fears, Hendrix, Bob Marley, and Queen.  With this varied and exciting playlist, it is easy to see how he captured such a varied audience.

However, the main reason I think he has such a great personal brand is because of his presence on stage.  Adam’s dialogue with his audience coupled with his nonverbal communication seemed genuine, thankful, gracious (he tried his hand at comedy and readily admitted he was not a comedian), humble, and get ready for it- JOYFUL!  And let’s not forget the semi-regular streaker/fan he has.  Yes, she was back.  He even handled her with grace, asking the cops not to arrest her.

So next time you go to a concert, look at the singer and see what about his/her personal brand works for you and what doesn’t. How can you adapt your personal brand based on what you saw and felt?

GIVE ME YOUR THOUGHTS ABOUT WHAT YOU THINK WORKS WELL FOR ADAM LAMBERT’S PERSONAL BRAND

 

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Calm, Measured Demeanor- Is This You?

Written by Katy Goshtasbi

Posted on: June 10, 2013

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Oftentimes the biggest challenge we face with our personal brands is our inability to “keep it together” well in meetings and conversations with colleagues, clients, etc.  Because we are not able to see how we come across, we can’t measure our personal brand perception.   As a result, we either: 1) keep showing up and doing the same things that hurt our personal brands OR 2) shift our actions constantly, leading to a disorganized personal brand, lacking clarity and consistency– the hallmark of an effective personal brand. 

The best way to approach this challenge is to go into any meeting/situation with an awareness of how you want to come across and make an effort at trying to feel how others perceive you in your efforts.  When I say “feel”, I mean use your intuition.  Most of us have lost the ability (or never really cultivated it) to use our intuition as our guide- you know, that “gut” feeling you get.  To help you discern your brand, also gauge others’ perceptions by studying their facial and body gestures as well as their vocal tone in response to you.

In addition, remember that it is often more effective to ask a well-placed and thought-provoking question in a meeting rather than making random and frequent comments, just to be seen and heard.  We often find people don’t know what to do with themselves in meetings, so they keep talking.   Perhaps take a symbol of these concepts with you into the meeting and put it in front of you so you are constantly reminded of your goal.  Maybe it is a new mug or a paperclip or a pen or take off your watch and put it in front of you.

Always ask yourself:

– How do I want to come across and be perceived in this upcoming meeting/interaction?

– Am I coming across calm and measured?

– Am I talking more than listening?

 

 

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