The Making of Legends

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I have written several books, on business, entertainment, history and pop culture. The Legends series is an amalgamation of all of them.

My four Legends books include “Pop Icons and Business Legends,” “The Classic Television Reference,” “Houston Legends” and “Non-Profit Legends.” This series will have three more to come.

Most people are more products of pop culture than they are of training. Business dilemmas, solutions and analyses are framed first in the field of reference (pop culture teachings of their youth) and then reframed in modern business context.

Working with companies, I have realized that presenting organizational strategies as an extension of previously-held pop-culture values gets more understanding, comprehension, attention and support.

Most leaders of today’s corporations grew up in the 1950s-1980s. I have conducted countless strategy meetings where leaders cannot articulate business philosophies, but they can accurately recite lyrics from “golden oldie” song hits, TV trivia and advertising jingles.

Being one of the rare senior business advisors who is equally versed in pop culture, I found that bridging known avenues with current realities resulted in fully articulated corporate visions. Many a Strategic Plan was written by piecing together song fragments, nostalgic remembrances and movie scenarios, then were aptly converted into contemporary corporate nomenclature.

When we recall the messages of the songs, movies and books of the 1930s, 1940s, 1950s, 1960s, 1970s, 1980s and 1990s, we realize that today’s adults were formerly taught in their youths to:

  • Think Big Picture.
  • Conceptualize your own personal goals.
  • Understand conflicting societal goals.
  • Fit your dreams into the necessities and realities of the real world.
  • Find your own niche, do your thing.
  • Do something well and commit to long-term excellence.
  • Seek truths in unusual and unexpected sources.
  • Share your knowledge, and learn further by virtue of mentoring others.

How individuals and organizations start out and what they become are different concepts. Mistakes, niche orientation and lack of planning lead businesses to failure. Processes, trends, fads, perceived stresses and “the system” force adults to make compromises in order to proceed. Often, a fresh look at their previous knowledge gives renewed insight to today’s problems, opportunities and solutions.

I developed the concept of integrating Pop Culture Wisdom with management training and business planning over the last 40 years. It all started by teaching The History of Rock & Roll Music when I was in graduate school back in 1971. Fancy the concept of analyzing a recent time frame (the 1950s and 1960s) as social studies.

From 1958-1982, I produced many entertainment documentaries for radio, comprising anthologies of pop music. I emceed concerts with stars like Elvis Presley, Duke Ellington, Ella Fitzgerald, Little Richard, Kenny Rogers, The Beach Boys, Roy Orbison, Simon & Garfunkel, Nelson Riddle, Dionne Warwick and Andre Previn. I have produced videos with stars from Audrey Hepburn to Vincent Price, plus television public service announcements. That was another lifetime ago.

For the longest time, I didn’t let my business clients know about my years as a radio DJ, status as a musicologist and experiences in pioneering radio’s “golden oldie show” formats. I didn’t think that it lent credibility to wise business insights. However, years of experiences with corporate leaders made me come full circle and start integrating pop culture lingo into the conversations, consultations and planning processes.

All business leaders agreed that no road map was laid out for them. Executives amassed knowledge “in the streets,” through non-traditional sources. Few lessons made sense at the time and, thus, did not sink in. When repackaged years later, executives vigorously enjoyed the rediscovery process. The previously overlooked became sage wisdom. Knowledge they were not ready to receive as youngsters before became crystal clear in later times.

Reasons for Caring, Giving and Serving Others

I got into volunteering and community service at an early age. I found it heartening to be a good citizen and that community stewardship made me a better professional.

I have worked with more than 1,500 non-profit, public sector, and non-governmental entities over many decades. I interfaced with many on behalf of corporate clients. I conducted independent performance reviews of many. I served on boards of directors, search committees, awards panels, review boards and task forces for many. I have spoken at conferences, strategic planning retreats, symposia, workshops and board meetings for hundreds.

Non-profit organizations are the backbone of modern society. Every individual and business should support one or many. All of us are recipients of their services, community goodwill and worthwhile objectives.

There has never been a full-scope book on non-profit service. There have been books on fundraising and some articles on volunteer management and the business aspects of running non-profit organizations.

My “Non-Profit Legends” book covers everything non-profit, including such topics that have never appeared in an internationally published edition, such as:

  • Public service announcements.
  • Categories of non-profit organizations (my own creation).
  • The history of volunteering and community service, spanning 300 years. This parallels a chapter in my previous book, “Pop Icons and Business Legends,” where I covered a 400-year history of business.
  • Strategic planning, how-to instructions.
  • Pop culture influences of non-profit icons, events and campaigns.
  • Communications programs for NPOs.
  • Quotes on community stewardship, leadership and related topics.
  • Understanding your true service.

Here is what I wish to inspire via this book:

  • Motivate NPOs to be unique, true to purpose and make differences.
  • Encourage dialog on a Big Picture approach to non-profits.
  • Inspire new dimensions to corporate philanthropy.
  • Amplify discussions on community standards and ethics.
  • Encourage greater collaboration and partnerships.
  • Inspire a non-profit awards recognition program.
  • Inspire more non-profit presence on the internet.
  • Inspire more young people into community service.
  • Enlighten international audiences on Western world philanthropy tenets.

Here are the “heart and soul“ reasons for being engaged in humanitarian service:

  • Being good citizens
  • Volunteering, as time permits and worthy causes appear
  • Helping others
  • Business supporting communities
  • Non-profit organizations operating more business-like
  • Finding one’s passion
  • Working together with others
  • Exemplifying ethical behavior
  • Potlache: feeling happy and rewarded when serving others is appreciated
  • Sharing talents and skills
  • Innovating programs, strategies and methodologies
  • Recognizing and celebrating service
  • Honoring our elders
  • Involving young people in the lifelong quest toward community service
  • Diversity of society is reflected in service
  • Building communities
  • Interfacing with others
  • Learning from history
  • Enlightening others
  • Inspiring the next generation
  • Creating new constituencies
  • Re-involving those who have given, volunteered and participated in the past
  • Understanding the relationship of causes to quality of life
  • It’s good for business
  • It’s the right thing to do
  • Community events are fun and entertaining
  • Knowledge is transferable from community service to family and business
  • Injects heart and soul into yourself and your stakeholders
  • Leaders exemplify legendary behavior
  • Serving the under-served
  • Predicting new community needs
  • Benefiting humanity
  • Fostering respect
  • Communicating and developing people skills
  • Being productive and fulfilled
  • Planning for future programs and community service
  • Accountability of non-profit organizations and their programs
  • Learning from failure and success
  • Putting ourselves in others’ shoes
  • Visioning the future of communities and the population
  • Feeding, clothing, sheltering, educating and inspiring the needy
  • Sharing the wealth
  • Advocating for others
  • Learning more about life
  • Understanding conditions and circumstances
  • Discovering new frontiers, with opportunities to master
  • Networking, beneficial for all concerned
  • Growing as human beings
  • Growing as a society
  • Having fun while serving
  • Humanity as the basis for global peace and understanding

About the Author

Hank MoorePower Stars to Light the Business Flame, by Hank Moore, encompasses a full-scope business perspective, invaluable for the corporate and small business markets. It is a compendium book, containing quotes and extrapolations into business culture, arranged in 76 business categories.

Hank’s latest book functions as a ‘PDR of business,’ a view of Big Picture strategies, methodologies and recommendations. This is a creative way of re-treading old knowledge to enable executives to master change rather than feel as they’re victims of it.

Power Stars to Light the Business Flame is now out in all three e-book formats: iTunes, Kindle, and Nook.

Integrative Listening – Is Anyone Truly Listening Anymore?

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These days, it seems that the art of communication is being lost. All too often within society, conversations have become one-sided monologues with witnesses or even worse, people gathered together in one space while all looking at their devices.

When people stop talking in the workplace, morale drops followed by productivity. If leaders fail to address these problems, they will see good employees walk out the door. Employees leave positions where they feel they are not being heard or understood either by leaders or colleagues. While the cost of employee turnover is high, leaders who do nothing about it pay an even higher price.

Society seems to have perpetuated the strange theory that just because human beings breathe, they can communicate. Yet hang around any organization for even a short period of time and you’ll recognize that this couldn’t be further from the truth. Within the entire workplace spectrum, ineffective communication skills are ever-present. Colleagues bicker about the same topic only to find that essentially they are really saying the same thing, just from a different perspective. Others complain and argue to the point where they refuse to work with each other. Even further on the spectrum, others opt to remain silent and watch the system as it slowly breaks down into a disordered state.

Today’s work environments are diverse beyond the physical attributes of age, gender, and race. We must also consider each employee’s cultural roots, generational experiences, and how their spirituality affects more than how many personal days they take but rather how their beliefs lead them to interact with others. In organizations, the ability to successfully exchange relevant information becomes even more vital. Team members who communicate in an integrative manner look each other in the eyes and speak to the heart of the matter. They have learned strategies that allow them to observe the issue from a seamless framework without any animosity. They work to truly hear the people they are interacting with instead of just waiting them out so they can respond. They come from a place of empathy, working to understand where the other person is coming from, even if they don’t agree with why the person feels or thinks that way. They watch the speaker’s body language and listen to their tone of voice. They understand that communication is more than words in isolation. They learn to respond assertively, using “I messages”, owning their contribution to the process of communicating, and helping to involve the other parties in the process as well. As people practice and employ these skills, they begin to appreciate what the other person brings to the table; relationships based on trust develop leading to more cohesive teamwork. These communication skills are critical for the successful execution of organizational missions.

In his 1996 book, The Platinum Rule, Dr. Tony Allesandra discusses what he considers to be the Platinum Rule. “Do unto others as they’d like done unto them.” Distilled down to its essence, the Platinum Rule likens itself to respect for others. Moving away from a them-versus-us mentality and shifting to a focus on “us”, it becomes a useful tool to help build rapport, develop teams, and ultimately meet the organization’s mission. He also outlines four behavioral styles; director, socializer, relater, and thinker. In order for leaders and others to utilize Alessandra’s work effectively, they must recognize what their dominant style is as well as those of the others on their teams. Once they understand the other’s styles, they can learn to flex to them. Meeting people at their point of engagement gives a better chance of being “heard” by them. Managers who model these skills and provide a trusting environment, position their teams and organizations for greater success and growth.

In my book, How Not to Act Like a BLEEP at Work, we chronicle the development of Louise Jackson, a technically successful mid-level manager who struggles to be behaviorally proficient. As a director/thinker, Louise lacks empathy and emotional intelligence. She doesn’t recognize the need to meet her people where they are, leaving her team to pick up the pieces and support each other along the journey.

Leaders are becoming further tasked to garner more and more from their team members. Through the use of integrative-based communication strategies, many needless conflicts could be avoided early on. How much would that be worth to your project, program and institution?

About the Author

Melissa DaviesMelissa Davies is an internationally respected expert on developing workplace environments where people are able to show up better. She runs Wise Ways Consulting, which specializes in executive coaching, group facilitation, and high-engagement training. Melissa is also the author of How Not to Act Like a BLEEP at Work, a business parable that delivers examples and lessons on how to create a business environment where team members are able to show up with their best selves and contribute to meeting the organizational mission.

7 Ways to Make Meetings More Effective Over the Summer

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When our meetings aren’t run properly, it’s a waste of time and money, especially during summer slump months. Here’s how to make meetings more effective over the summer.

Summer days at the office can drag on, and so can meetings. But meetings are expensive. Say you have 10 employees who each make $70,000 a year ($35 an hour, in other words). That’s $350 for a one-hour meeting. In fact, the average meeting costs about $500 to $1,000 an hour.

Other issues with meetings over the summer include lack of energy among participants, being away from your team and missing out on key issues, and also the need to sustain efficiency so that your time is best spent recharging and thinking of new ideas.

Does everyone have meetings on their mind this summer? No. But, it does affect us all whether we like it or not. Here are seven ways to make meetings work better for you, especially during slower months.

1. Try Creating an Agenda

Without question, every meeting must have a clear agenda distributed to attendees in advance. This is especially important in the summer when minds start to wander to visions of beaches and pools. If you skip creating an agenda, then your meetings can quickly go off track, get hijacked by a random topic, or include people who shouldn’t be attending. I’ve found that without an agenda guiding the discussion, it’s also common for attendees to ramble or engage in simultaneous side-conversations—all outcomes detrimental to taking your company to the next level.

2. Compress Time

In general, meetings and obligations tend to fill the space you give them. Estimate how long you think a meeting, or task, will take, and then cut it in half. By limiting the time, you increase your productivity, maximize efficiency, and implement a more highly profitable system of time management.

3. Consider a Retreat

Every leadership team and business area needs yearly and quarterly off-site retreats away from the constant distractions and demands of running the day-to-day business. These retreats generate alignment, build team unity, develop skills, and encourage productive engagement.

Often, the quarterly retreat is a full-day or half-day event that’s held in the city you do business in, but outside of your office walls. Typically, I will book a suite from 8:00 a.m. to 5:00 p.m. at a local hotel. But you can book a house or a business club if you prefer. The idea is to hold the event in a single day and to go off-site to shake up the thinking of your team. When you remove your people from their daily routines, it gives them space to think clearly and strategically about the future and what they, the team, and the company will focus on.

4. Try a Daily Huddle Meeting

Maybe your company is practicing summer hours. Maybe you are starved for time. The daily huddle is your answer. It’s a short, approximately seven-minute, all-company meeting designed to raise the energy level of the group and to ensure everyone is on the same page. The first couple of minutes you will spend sharing good news, before diving into the numbers, followed by the daily forecast, then the developmental update, then airtime to discuss any missing systems and frustrations, before finally wrapping it up with the cheer.

There’s no sitting down during these meetings; the daily huddle and adrenaline meeting everyone stands up because it forces people to move and think a little faster, without the luxury of getting too comfortable. The best time of day to run these meetings is around 11:00 a.m. or 2:00 p.m., because this is when energy levels start to ebb. Part of your goal in the Daily Huddle is to boost those energy levels. You may choose to run the Daily Huddle from 10:55 a.m. to 11:02 a.m. and again from 1:55 p.m. to 2:02 p.m.

5. Virtual Meetings

If you are away and feel the need to participate in a meeting, you can do so virtually. Before you do this, there are some things to consider. Many people ask what they can do to make virtual meetings run smoothly. I’ve found that just being conscious of the obvious shortcomings of the technology goes a long way. If you’re on an UberConference call without video chat, remember the person on the other end can’t see you, so they don’t know when you want to chime in. The best thing you can do is to leave pauses in your speech to allow someone to jump in, whether that’s to ask a question, add a point, or just explain that something was inaudible.

People, some more than others, often rely a lot on nonverbal communication. Think about the way we acknowledge what someone is saying with a nod or a hand gesture. If someone on the other end of the line who has spoken for five solid minutes hears only silence on your end, at some point they might ask if you’re still there. Making the occasional small noise goes a long way for the person on the other end to know you’re still alive and listening to them.

6. Know Your Role

Every meeting must include five key roles: someone who moderates, a person who takes notes, someone who keeps track of time, and those who come prepared and ready to contribute. Each of these five roles is crucial to running successful meetings, and taking the time to assign each of the roles at the beginning of each meeting will make your meetings more efficient and effective. Knowing your role and the roles of others during meetings can help you save time at the office, so that you can expand time at the beach.

7. Be on Time

20% of Americans are chronically late. Not only does this waste time and money, it’s also a way of saying “screw you” without actually saying it. But whatever the excuse, people show up late for one reason: they haven’t stopped working soon enough. The best way to be early (read: on time) is to ensure your previous engagement doesn’t run late. You can accomplish this by adopting a mindset where you stop whatever you’re doing five minutes early. This gives you time to go to the bathroom, grab a cup of coffee, say hi to your assistant, check emails, or grab a seat before the gun fires.

I also recommend carrying forward this concept of ending what you’re working on five minutes early when you’re in charge of a meeting. It’s a bit unusual, but ending the meeting five minutes early gives you and your team time to transition to the next meeting or activity.

The day has come to elevate your meetings and your role in them, and to use meetings as a tool to take your company and your career to the next level.
We have work to do — let’s get started.

About the Author

Cameron HeroldGet more tips on managing effective meetings in the new book Meetings Suck: Turning One of the Most Loathed Elements of Business into One of the Most Valuable by Cameron Herold, best-selling author and founder of COO Alliance, which helps COO’s become better leaders.

Ten Serious Career Networking Myths & Mistakes

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Human connection and communication make the world go ’round – especially in business and the corporate environment. It’s impossible to have a successful business and career without the help and support of your coworkers, clients and community. Networking is an essential activity but it must be done conscientiously and with skill in order to be effective. Unfortunately, all too often people make the mistake of thinking networking isn’t worth their while or even worse, network with only their own interests in mind. The following ten statements are some of the most common misconceptions about networking and why they are so damaging. Do any of these sound familiar?

  1. “I don’t like to make contacts.” Making contacts is “the conscious and voluntary activity of establishing and maintaining genuine and long-term relationships with persons who we appreciate and respect.” It’s a part of living and interacting within a community and we do it every day!
  2. “Contacts are useful only to find work.” It’s a fact that 9 out of 10 jobs are landed, whether directly or indirectly, through contacts. But networking is about making those relationships worthwhile, renewing the bond and mutually redefining our identity, image and reputation with each interaction!
  3. “I network only when it’s convenient for me.” This is tantamount to saying “I remember you only when I need you.” Networking solely for your own benefit is self-centered and may be even manipulative. It’s the perfect way to destroy a relationship. People can smell manipulation miles away!
  4. “I’m too busy.” Although nothing beats face-to-face interactions to build relationships of trust and affection, digital alternatives are an effective way to prevent us from vanishing from the face of the earth, a deadly sin in the professional world.
  5. “It distracts me from serious work.” Networking takes time and energy but it is key to employability: it is the “sales force” of our image and reputation. Without contacts, our accomplishments and progress remain unknown and our personal brand ends up being worthless.
  6. “I don’t like to go to social events.” The professional world also provides alternatives to interact with new and diverse people, and expand your thinking patterns. Hanging out with the same people every day shows disregard for others and we may end up left behind.
  7. “You didn’t hear this from me but…” Using the contact network to harm reputations or to gossip destroys our credibility and our own reputation as serious or loyal individuals, even if we only become involved by listening. Is it worth it? You never know when gossip will come back to haunt you.
  8. “I can only afford to build relationships with important contacts.” It’s a serious mistake to think that only high-level contacts are valuable and look down on others or be arrogant. All people are worthy regardless of what they work on. There’s no such thing as a small contact!
  9. “I have very few contacts.” As adults, we usually have 500 to 1,000 friends and acquaintances between school and college classmates, work colleagues and former colleagues, people we know from our club, gym, the neighborhood, church, from our business, and the relatives and acquaintances of all of the above. Suppliers and clients, former suppliers and clients. Parents of our children’s friends… Make your list and protect it – ideally, in the cloud.
  10. “I must impress my contacts.” The essence of every good relationship is trust, not impressing others. Acting appropriately, and being genuinely warm and authentic opens the doors to trust and credibility. Being polite to everyone and listening to them with a real interest benefits your personal and professional image and reputation. The secret is to inspire others and always leave something valuable for them in every interaction!

Networking isn’t so much about making as many connections as possible, it’s about strengthening the connections you have, ensuring they become more meaningful and authentic. When you ditch the myths and avoid the above networking mistakes, not only will the connections your forge flourish but so will your personal brand and your career.

About the Author

Ines TempleInternationally-regarded, award-winning career success pundit, consultant and speaker Ines Temple is President of LHH – DBM Peru and LHH Chile—companies that are leading career transition and executive coaching organizations in their respective countries. She is also Chairman of the Board of CARE Peru, a leading non-profit humanitarian organization fighting the injustice of poverty with a special focus on disadvantaged girls. Temple is also a speaker at conferences and universities around the world due to her keen perspectives and insights, also making her a valued media expert source. She may be reached online at www.InesTemple.com.

6 Personal Branding Lessons Every Working Professional Can Learn from Trump and Clinton

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Despite having the two highest unfavorable ratings of any major presidential candidates in history, Donald Trump and Hillary Clinton have outlasted their competitors—and one of them is going to become the leader of the free world.

What does success in the face of such highly unfavorable ratings teach us about personal branding? And what can working professionals at every level learn from it?

6 Personal Branding Lessons Every Working Professional Can Learn from Trump and ClintonBelow is an examination of both candidates’ personal branding successes, challenges and resulting lessons for us all in six specific areas. The success of any brand — in business, politics or otherwise — boils down to how the brand performs across these six key dimensions. Each dimension, including exactly how each candidate fared therein as well as the correlated Personal Brand Takeaways, can help other enterprising professionals achieve in kind.

1. Develop Your Brand by Design, Not Default. Know precisely where you are so you can discern where you need to go.

Trump: The Donald has clearly defined himself as the billionaire Maverick, owing no one anything. Trump has carefully crafted his image as the anti-establishment candidate proudly going against the grain. As a general strategy, it has allowed him to get away with more than the typical business leader or politician normally would.

Clinton: Despite her best efforts to promote herself as “the qualified candidate,” many Americans have by default stamped Clinton with the brand of Matron—part of the old guard of Washington politics. Recently she has begun to pivot and is trying to find her way to a brand by design based on straight-talking thoughtfulness.

Personal Brand Takeaway: Every business person, from secretary to CEO, needs to start by assessing the personal brand they currently have and be truthful about the degree to which it exists by design—or default. Then they need to take stock of the impact that current brand is having. Is your brand producing the reputation you desire? Is it creating the environment and responses you are looking for? If not, a pivot to a more powerful personal brand may be needed.

The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand2. Anchor Statement. What is the go-to description of who you are and what you do? This is sometimes referred to as an elevator pitch.

Clinton: To date, Mrs. Clinton has made her marketing bottom line “I’m the woman candidate,” but that has not played well with Sanders supporters and younger voters in general. While Clinton’s status as the first woman Presidential nominee is certainly history-making and a proud moment, as an elevator pitch, it’s flawed. She would be better served by focusing on another message (consider Obama’s focus on messages of hope and change, as opposed to his race) that resonates with a wider slice of democrats and the population at large.

Trump: Four words—“Make America Great Again.” This single sentence has become Trump’s signature call to arms, his reason why voters should check the box next to his name come November. The issue Trump will face as the election gets closer is how he will translate this general idea into specific policies.

Personal Brand Takeaway: All business people need to be able to present their brand in less than a minute. For example: When at a cocktail party you are asked the standard, “What do you do?” can you answer in a few short sentences that pique the listener’s interest? If not, your anchor statement needs some work. In addition, it’s important to pay attention to how your anchor statement is resonating and landing with your desired audience.

3. Unique Branding Proposition. What is it about what you do, or how you do it, that makes you unique, distinct and special? What sets you apart?

Trump: The presumed Republican nominee, Trump has taken a two-pronged approach to differentiating himself. First off, he is keen to point out (at every possible opportunity) that he is a businessman, as opposed to a career politician. Secondly, his message of “I’m willing to go it alone,” whether it relates to raising money to fund his campaign or being supported by the Republican party, is at the heart of his “why I’m unique” message.

Clinton: Hillary’s strongest point of differentiation to date has been “I’m the woman candidate.” The problem is that too much of her messaging has focused on this, and the voters don’t really seem to care.

Personal Brand Takeaway: Positioning yourself by specifically articulating how your brand speaks to the needs of your audience, and the unique way you address those needs, is critical to creating an effective personal brand. And the more specific you can be, the better.

4. Brand Tone and Temperament. What is the consistent mood, tenor, quality, character and manner you bring to all your interactions?

Clinton: Clinton’s tone has consistently been one of a serious Implementer. The tonal subtexts to her speeches ring with “I’m experienced, I know what I’m doing and I can get the job done.” Her demeanor, while dignified, is missing an accessibility (and even friendliness) that voters need to see in order to wholeheartedly embrace her as their Presidential candidate. However, given the alternative, it may be enough to win her the highest office in the land.

Trump: Trump is always Trump. To some, his brash pronouncements play with a tone of rugged individualism. For others, (even some members of his own party) his demeanor shows up as angry, and even childish in cases. So much so that the question of his temperamental suitability to be President has become a Democratic rallying cry. Likewise, Trump’s tone has some Republicans begrudgingly supporting him for the sole “anyone but Hillary” reason. Not exactly the inspiring message you would want your personal brand to create.

Personal Brand Takeaway: What you say has power, but the way you say it — your tone — has just as much impact. Every businessperson needs to be aware of how their brand tone is coming across (online and off) and adjust where necessary. In addition, taking any tone to an extreme will always backfire: Too serious or too snarky both harm a brand in the long run.

5. Signature Story. Why do you do what you do? What’s the essential story that brought you to this place?

Trump: Rather than focus on a narrative based on how his past has informed his bid for the Presidency, Trump is pointing to the present problems America faces as his reason for seeking office. But by doing so, he is missing the opportunity to tie his brand to a bigger, more historical reason for running.

Clinton: After her win in California on Super Tuesday, Hillary Clinton spoke about her mother, the influence she had on her life and how the way she grew up set her on a path to public service. Clinton has skillfully integrated her history into her narrative and connected the dots from how what she learned there has brought her to here.

Personal Brand Takeaway: Never underestimate the power of a good story. A strong (and truthful) narrative about where you came from and what has influenced you to do the work you now do can connect you with your customers, employees and colleagues at a deeper level. Your brand needs to be more than a single sound bite or pithy elevator pitch. Otherwise, you run the risk of damaging your brand when things don’t go exactly as you planned. The best brands feature multiple, complementary messages that weave together to form an accessibly complex and in-depth communication.

6. Signature Services. What are your core competencies?

Clinton: At the heart of Hillary Clinton’s brand is her varied and deep experience in government — and her proven ability to get things done in a political system that makes this challenging at best. Her particular expertise in foreign relations — especially at this time in American’s history—gives her a powerful place to stand as the candidate of choice. She is able and willing to talk about the “how” of the why.

Trump: In almost direct opposition to Clinton, Donald Trump’s brand is rooted in being “not” a government insider — but a business one. Continually providing tough talk about his corporate success, negotiation expertise and business acumen, Trump is presenting voters with the idea of a president who would function more like the CEO of a company than the head of state. While this “non-establishment” message is resonating with many people, the downside is Trump’s lack of specifics and seemingly naïve understanding of how things actually work in Washington and the protocols that keep the wheels turning—thus causing a questioning of his suitability for the job.

Personal Brand Takeaway: Know exactly what your brand brings to the table and how it stacks up against your competitors, and craft a powerful way to talk about it that inspires confidence in others. The fulcrum of your brand needs to rest on the material ingredients of your values and commitments.

A standout style (be it a brash Trump or competent Clinton) is a plus, but it will only take you so far. At some point going beyond taking a stand for what you believe in and specifically letting people know how you plan to get there will become a central issue. Think about one area where your personal brand is being expressed more in talk than displayed in action and focus on aligning the two.

About the Author

Karen LelandKaren Leland is CEO of Sterling Marketing Group, a branding and marketing strategy and implementation firm helping CEO’s, businesses and teams develop stronger personal and business brands. Clients include AT&T, American Express, Marriott Hotels, Apple Computer, LinkedIn and Twitter. She is the best-selling author of 9 books, including her most recent title, The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand, which details proven strategies, best practices and anecdotes from real life brand-building successes to help readers design, build and accelerate a successful brand. Learn more online at www.KarenLeland.com.