Brand Permissions - We all just want to be accepted

Most industries create their secret squirrel language that makes what they do a mystery to everyone else.  But in branding we just use the word "brand" and most people are already confused (or tuned out). Which means our language consists of things like:
Brand Identity
Brand Personality
Brand Promise

Did I just say the same thing 3 times? Actually, I did not, but unless you consider the nuances between them to be your reason for being you'll probably think so.

I am beyond passionate and extremely effective at Brand Strategy and because of that I can see it's flaws as much as I can see it's shiny bits. It wasn't until I launched my first business 8 years ago and then began advising start ups in my second business, primarily in the category of Independent Luxury and Lifestyle Consulting, that I found the missing link; The Brand Permissions.

The business of being a Change Agent is one of delecate, sensitivity, guidance, acceptance and permissions. For instance: Wardrobe Consultants, Voice Coaches, Personal Trainer, Professional Organizer. They are providing the tools neccessary to make the change as much as they are providing permission for that person to accept that there is a need for the change.

And in the big picture of branding? It's called creating relevancy and acceptance. We live in a very transparent world so acceptance is what makes a brand approachable. Its not enough to put a face and voice to a brand and promise that it will make your teeth whiter. What's the relevancy to my life? Not just, "what will it do?", but "where do I fit into your brand?" and "will you accept me for who I am once I'm there".

I have a coaching client that's an up-and-coming celebrity hair stylist Brand Promise is:

• to lisen and validate
• over deliver
• build a long term plan
• be a visionary

Which means her Brand Permissions are:

• you can be yourself & speak your truth
• I will make it possible for you to be a little lazy
• you can take your time. I don't expect you to change over night.
• it's OK to not know what you want. I'm a visionary for you and I see you for who you are.

It doesn't matter if you aren't a Luxury and Lifestyle consultant the neccessity for Brand Permissions are still there. Whether it is your personal brand, your company's brand, your product's brand, or your dog's brand, we all just want to be accepted for who we are.

Suit Jacket vs. Straight Jacket: And other distractions of Personal Branding for women

"PSSSSST, We see you and we know you're a woman".

I think that's how I'll start my talk later this month when I speak to the IBM Smarter Commerce Global Summit Super Women Luncheon. What do you think?

I'm of an age when I remember how it came to be that women started dressing like men to get taken more seriously in the workplace. It was the '80s and using the mindset; "If you look more like a man you must think like them too", hence the shoulderpads. There should be no wonder why the rise of women business owners has increased from 5 million in 1997 to 8 million according to Amercian Express OPEN State Of Women Owned Business Report. Its not because getting an AMEX got easier it's because they are sick of dressing like men at the office.

Believe it or not I hear stories all the time from women who are still having it strongly suggested to them that they should consider wearing a jacket for presentations.  To which I reply: "Why, so they have somewhere to clip the wireless mic?"

I've spoken at Ameriprise a few times so when Adelaide Lancaster of In Good Company (and co-auther of the new book "The Big Enough Company") introduced me to Judi Rosenthal I knew we had a lot to talk about.  Judi is a financial advisor for Ameriprise and is the driving force behind their Bloom network which is a virtual “water cooler” … a community that shares positive peer support, Ameriprise expertise and outside inspiration from all types of business resources and beyond. She also hosts a radio program for Bloom members which we agreed that the topic of Personal Branding Through Appearance was neccessary.

Judi is an easy person to talk to and has a ready laugh so the interview was a lot of fun.  Not surprisingly there were some predictable topics discussed like; Is a jacket even neccessary for women anymore? And hoisery rules and preferences. But the best topic of all was around distractions. Particularly the kind that bad or misfunctioning underwear can create.  I'm pretty certain this is exclusive to women but I'd be happy to entertain the mail perspective on this one.

Enjoy the interview and don't leave before we get to the good stuff
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