I was recently interviewed on BBC WM about the Personal Brand of a Certain Politician .. or was the lack of a political brand in this case?
The BBC phoned me immediately after Ed Miliband had made his speech where he mentioned the negative comments over images of him eating a bacon sandwich and the Wallace and Gromit comparisons made about him. They wanted to know how he could improve his image.
Well I have to say this was quite a challenge.
The Labour leader had said that big ideas and principles were more important than his image and Labour had the right policies on dealing with "the cost of living crisis", tackling low pay and building more homes.
Once on air I had to say I didn't think that the big ideas and principles has anything to do with his image. That was about Labour and NOT him.
I continued by saying that personal brand is about people's beliefs and perception of us. It isn't about speeches .. it is about the things we do.
Of course we ALL have a personal brand. It's what people say about us when we are not there ... things like the lady that always smiles, the grumpy man etc.
It is also about the way we look and sound .... our physical appearance, clothing, accent etc
Today it also involves our online appearance, on social media, on websites, ..... even how we look and sound on TV and radio.
Some people have built careers on their personal brand ..
Donald Trump names building like Trump Towers after himself and Richard Branson used his personal brand to build the Virgin empire.
Back in the world of politics we have some wonderful historical examples.
Labour leader Harold Wilson was known for his Gannex mac and pipe .. beer and sandwiches at No 10
Tory leader Harold Macmillan smoked a pipe but his brand was as SuperMac. And people knew his toothy grin and Brylcreemed hair and that in a crisis he was unflappable and pragmatic.
Neil Kinnock's image took a turn the day hewas enjoying a walk on Brighton beach with his wife Glynis. He joked with the press about stopping the waves and was then were surprised by a big wave. Falling over possibly destroyed his career and changed history.
As I explained to the BBC listeners, essentially our image is how people perceive us. It is hard to change that with a few words in front of the cameras. In this case actions speak louder than words. Mr Miliband need to demonstrate leadership rather than talk about it.
PS I'm apolitical when it comes to UK politics ... and try to offer an objective view. So sorry if any of the above upsets the politically aware.
Is the design of your invoices and other stationery annoying your customers?
We live in an environmentally sensitive age. We are asked not to print anything unless it is essential as this saves inks and paper. But sometimes it is necessary to print certain documents, perhaps for legal reasons and perhaps just to make it easier to read and annotate (sadly not everyone of us does this onscreen).
So the design of your potentially printed materials can impact on ink usage and really annoy your customers. take the image above; it comes from an invoice I was sent by a supplier. It uses white on black and that means takes an inordinate amount of expensive black ink to print.
Given the choice between two, otherwise equal, suppliers this can be the tipping point in deciding which one someone may proceed with.
Is it Marketing?
I know most people would't classify this as marketing... but it is.
Marketing is about satisfying customer need and if you upset them, then all that time and expense you have spent on marketing is wasted.
So think through every "touch point" in your customer interface and see if there is any way you can stop annoying customers .. and delight them instead.
Vanity metric is the term used to refer to the social media measures that appear significant but really aren't.
So for example getting more people to like or follow us on social media sounds like a good idea. But large numbers don't always represent real value. If someone that follows 50,000 other people chooses to follow us they are unlikely to ever see our posts amongst all the others sent to them. But a journalist that only follows a handful of people and writes about us on a regular basis has more value.
As Principal I employed very few consultants but did employ Stefan on the basis of a clear ROI.
I would recommend him to any college, university, business or Government agency as a reliable consultant who will become indispensable.
Ioan Morgan CBE
Latterly FE College Principal & CEO,
He certainly does what he says on the tin...... I've worked with Stefan for many years and he has an uncanny knack of cutting through the ****, focussing on the essentials and coming up with creative and inexpensive marketing ideas that work.
Top qualities: Great Results, Expert, High Integrity
“Stefan was an expert on one of our recent teleseminars speaking about Marketing Secrets Revealed. He gave some fantastic value and gave some great tips that small business owners could use to apply to their businesses straight away. You can get a copy of the recording at http://www.exceptionalthinking.co.uk/previewcall.htm.
I have no hesitation recommending Stefan and think he's great at marketing. It's certainly no accident that he's known as the Marketing Magician.
“Stefan was our speaker at a memorable CIM course recruitment event a few years ago. In an hour he covered a wide range of EMarketing topics giving the audience both inspiration and actions they could take with them to implement immediately. Even those that had recently completed marketing degrees commented how practical his advice was and how it clarified what they had previously only learnt in an academic way. Stefan's practical background as a marketing practitioner comes to the fore when he explains, not only what EMarketing is, but how to implement it in a practical way where the ROI can be measured.”.
Rosie Phipps, Principal, Oxford College of Marketing
“Apart from being a incredibly friendly and approachable person, Stefan has a wealth of knowledge in how to effectively market small and large businesses and has applied this knowledge with great success. In short Stefan is a real marketing guru!.
““Stefan Drew is a true marketing professional. I have no hesitation in recommending Stefan's marketing expertise. My first contact with Stefan was in 2009. The distance of our office locations (U.K. vs. Australia) did not concern me as it was evident from our first international phone call that my company was in good hands. 2010 presented the GFC which brought with it many marketing & financial challenges. By following Stefan's marketing plan to the letter I could never have imagined such a successful outcome for my business. Thank you Stefan.”.