How to Destroy Your Brand!

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Hey! I’m on sabbatical up a mountain. I’ll be back in a couple of days. In the meantime, here’s a guest post from my beloved Mrs. Jalopy. It’s brilliant. Make sure you let her know!

Hi there, Kalpna here – you know, Coach Kalpna (if you don’t know, come and see me here!)

I’m a big fan of JJ Jalopy and when he asked if I would guest write a blog post I went through a flurry of emotions. First there was the flattery – little me being asked to write on such a cool blog? Yes please! Then there was that feeling that I just couldn’t do it. For one, what would I write about, what would people think, what if I didn’t add any value? Argh.

There’s a lot to tackle there, but today I’m not going to write about confidence boosters or how best to write a blog. That’s not really my job and in all fairness, I’d probably not be able to give the sort of constructive and loving advice that JJ provides in his oh-so-humorous style. Instead I’m going to share with you a story that gave me some learning.

I attend a fair few of these networking events and Coaching for Coaches days. I get to hang out with some people from my profession and we exchange stories and lessons and generally help each other out. I went to a full day seminar a few months ago. There were coaching professionals from all spheres of coaching. I met a lovely lady who helps people with their lives and their wardrobes – I think she probably has friends who are color therapists. I met a man who taught me that although men have more neurons in their brains than women but that women’s brains are able to make a larger amount of connections along nerve cells than men. Apparently this information could help change the face of coaching between the sexes. It was fascinating and mind boggling all at the same time!

What I was really looking forward to was hearing from a smartly dressed lady who was going to talk about brand identity. I’d been given a glossy brochure beforehand showing her immaculately dressed with a smiling, friendly face and a few perfectly scripted words about her, her company and her specialism. I couldn’t help but think, “Wow, what a great brand she is for herself!” I’m not ashamed to say that I was feeling like I was going to meet someone with a celebrity status.

So with a bounce in my step and with high expectations I entered the lecture theatre. Within minutes the lady within the pages of my brochure was stood in the auditorium talking about brand identity. She talked about the importance of a brand particularly when you are your own brand – which is the case for the majority of coaches. Everything that she said was spot on. I learnt the importance of nurturing your brand and being the brand and conducting yourself to support your brand in every single interaction. She was good. I liked it. I knew she was on to something. And in my eyes she had credibility. She was walking the walk and talking the talk.

Much like JJ’s friend Dave, the guy who doesn’t buy life coaching, I need convincing before buying into something – whether that be a physical purchase or just buying into a theory or idea. This lady was oozing credibility, she appeared trustworthy and was adding real value to me. What’s not to like? If she’d been selling something, I’d have bought it right then and there!

On my way out of the auditorium I couldn’t help but join the small group of people waiting to talk to her. I just wanted to give my thanks (and, OK, the celebrity stalker in me really wanted to meet her!). She engaged herself in a couple of brief conversations with the waiting people and finally turned to me, to look right through me whilst handing me her business card. Not one word, no eye contact, no acknowledgement. She just turned to talk to someone else.

In that moment the immaculate, friendly image I had of her disappeared with a poof. All the good feelings I had about her vanished. Her brand essence disintegrated in my mind. I felt cheated and a little bit stupid.

I walked away thinking that she was a bit of a fake.

OK, I admit, that’s a strong reaction to have to something that might have a really simple explanation (maybe she needed the loo, maybe she was hungry, maybe she was in a rush, maybe she didn’t like the look of me…) But rejection can hurt, and our opinions can only be built on the information we have available. Your customers are likely no more compassionate in this regard.

As JJ would say, her incongruence was the smelly carpet in her branding.

What is yours?

If you enjoyed my writing, please share it with your friends. Thanks!

18 comments so far

Comment by Darryl Pace
17 August 2009

Coach Kalpna,

Great post! Very good information that drove home an important point to me. That point was that when it comes to our brand, EVERYTHING counts!

Health, Fitness — Darryl Pace
Fitness Product Review
Darryl Pace´s last blog ..Time to Workout
Comment by Avery
18 August 2009

Awesome post Kalpna. JJ should climb mountains more often.
I’m not sure what my incongruence is. I’ll let you know once I find a dictionary…
Comment by lisa
18 August 2009

Thank you for a great post, that has been really helpful!
Comment by Coach Kalpna
18 August 2009

@ Darryl – Spot on – you took the words right out of my mouth: “EVERYTHING counts!” Thanks!

@Avery – Thank you. I hear that mountain climbing is no easy feat!

@ Lisa – Glad that you found it useful. I love your website – you have a very happy, colorful brand there! Keep it up!
Coach Kalpna´s last blog ..Worry Wart Vs Worry Warrior!
Comment by Anthony Lemme
18 August 2009

Hello Kalpna,

Great post. It is interesting how quickly we can change our minds about someone or something. And you’re right, she could have been hungry, not really focused in the moment, burnt out, in a foul mood, etc.

Anthony
http://www.anthonylemme.com
Anthony Lemme´s last blog ..Attraction = Sharing
Comment by JJ Jalopy
19 August 2009

Kalpna – You rock, your writing rocks and you’re totally wonderfuly loveable.

I shall write something of more value later on but right now I have a spreadsheet to color in.

I think I should outsource all my blogging efforts to you whilst I sit on a beach being fanned with a big leaf and dreaming up devious marketing schemes.

You should totally do this more often. Big hugs.
JJ Jalopy´s last blog ..How to Destroy Your Brand!
Comment by Melinda | WAHM Biz Builder
19 August 2009

What you’ve said is spot on. It only takes one action, one moment to undo all the good work you’ve done previously.

It could be as simple as misspellings on your website, slowness in answering emails, even just not replying to comments on your blog, and people are turned off you.

The worst thing is that usually it’s not just them turned off you, it’s the fact that they tell their friends that you’re no good, not to deal with you. That ’smelly carpet’ ends up costing you a whole lotta moula….
Melinda | WAHM Biz Builder´s last blog ..Managing Work Time Around Kids – Myth or Reality?
Comment by JJ Jalopy
20 August 2009

@Everyone – Remember how much you love me when I introduce you to cool new stuff? Well… Melinda’s website is a fantastic resource for all of you Moms, and actually anyone with a home business. Go have a peek around. http://wahmbizbuilder.com/

@Melinda (< == look I spelled it right and everything!)

Thanks very much for your comment. You make a fantastic point. We all make snap judgements and we can only base our opinions on the information we have at hand.

About six months ago I sat next to a apparently well-published marketing authority on a transatlantic flight. Usually, I’d have jumped at the chance to pick his brains. But he was drunk and he had bits of cheese in his beard. I don’t want to talk to a drunk man with cheese in his beard, however much I think they might be able to help me!

Now I have a great story to tell about Mr. C-list celebrity drunken cheesebeard man, and I enjoy telling it because people think it’s funny.

I’m sure we’ve all had our own version of a drunken-cheese-in-beard incident (I’m sure grateful people don’t watch me 24 hours a day!), but it goes to show how easily it is to put people off, especially when with our personal brands.

Now I’m going to go give my twitter cartoon its morning shave. Gotta look presentable…

@CoachKalpna – You should write more. More more more! Your articles rock and you write in proper paragraphs and everything. It shows me up, really!
Comment by Melinda | WAHM Biz Builder
20 August 2009

Awww, thanks JJ! I think you’re my new favourite person!
Melinda | WAHM Biz Builder´s last blog ..Email Goof-Up, or Don’t Diss Your Customers
Comment by David Wood
20 August 2009

This is great Kalpna!

You should write a post everytime JJ goes off on one of his crazy trips.

That’ll be every weekend then!!
David Wood ´s last blog ..When Women Resist Appreciation
Comment by Coach Kalpna
20 August 2009

I’m staggered by the response to this blog – thank you all! I’m glad you found it useful.

@Anthony – thanks! I’m loving the new look of your website. It’s cool!

@ Melinda – You’ve made an excellent point – I always tell my friends (and anybody else who will listen!) about any bad experiences that I’ve had. I do like to think that I do the same for all the good experiences that I have too!

@David – I’m not sure I could keep up with filling in for every time that JJ is away on one of his crazy excursions. Next time I’m thinking about getting him to write from his Blackberry whilst at the top of the mountain – he likes a challenge!

@JJ I think you’re pretty lovable yourself, particularly when you’ve shaved! Thanks for letting me write on your blog. You have some pretty cool people hanging out here!
Coach Kalpna´s last blog ..Worry Wart Vs Worry Warrior!
Comment by John Ho
22 August 2009

Coach Kalpna,

Cool post.

It’s so true that one SINGLE act can undo lots of past good deeds!

In yoga practice, the Masters always urged us to be vigilant. No matter how “advanced” we feel we are in the spiritual path, we need to be careful NOT to fall off from the path or lethargic in our practice!

In doing numerology readings, I often find people’s public images quite often differ from the real deals. It rngs even more tue is today’s celebrity craze culture.

John Ho
Comment by Over 50 Singles Boomer Dating
3 September 2009

Hi Coach Kalpana,

aka Mrs. Jalopy! Indeed JJ is such a lucky husband to have qualified to snag you off the singles market when he did.

Yes indeed. When we speak. When we are a guest speaker at a conference, seminar, or networking event. We want and we CRAVE CONNECTION. We are looking to see not only that the person delivers great CONTENT. We are also looking for some soul resonance. Do I want to learn from YOU? Our energy. Our soul. Our spirit. Our being. Our personality.

and if not, then not.

Indeed, business is like dating and relationships. Do I want to be with YOU?

with her, well, she wasn’t worth your time of day!

Happy Dating and Relationships,

April Braswell
Comment by Kalpna Patel
4 September 2009

@April Indeed. Well put. The thing that really resonates is that when I tell other people my story, they automatically dislike her a little – and they’ve never even met her! It’s wise never to ignore the oldest and surest communication medium – word of mouth – it’s as strong today as it ever was and reputations are built on the things that people say about you.

Thanks for bringing that point home April.

Good luck with your next conference!

Kalpna
Kalpna Patel´s last blog ..Worry Wart Vs Worry Warrior!
Comment by Lisa McLellan
20 September 2009

Bravo Mrs. Jalopy, well done! Has JJ taught you everything he knows, or is it the other way around?!!!! Thank you for the guest appearance, it was quite enjoyable and informative.

Lisa McLellan
Babysitting Services – Babysitters and Nannies
Comment by Kalpna Patel
20 September 2009

@Lisa – thank you so much for the really nice comment – I’m so pleased that people are still getting benefit from this blog!

I think it’s fair to say that JJ is an excellent teacher!

Kalpna
Kalpna Patel´s last blog ..Worry Wart Vs Worry Warrior!