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Personal Branding: Settle These Issues First Before Creating a Slogan, Moniker, Motto or Tag Line

Submitted By: Marcia Yudkin

Not long ago, I dissuaded one of my regular clients from working on a catchy new business name and tag line. She expressed surprise, because thinking up appropriate company names and tag lines is one of the services I provide. “I need some branding,” she had said. “Don’t I?”
In fact, personal branding involves much more than a flashy or witty new identity. A new company name, a nickname for herself or a memorable little slogan are actually relatively minor ingredients of effective branding. Much more importantly, she needed to have clearer, more compelling answers in her own mind to certain central branding questions.
Branding Questions
· What are you an expert in or on?
· For whom are you the expert of choice and why?
· What skills are your top strengths?
· What’s your point of view?
· What is your promise?
· How can you be controversial or provocative?
· What character traits and values do you want people to know you for?
· What else can you provide that others can’t?
Ponder these questions until you can confidently answer at least five of them. Compose a short summary of your thoughts, for reference. Then take your knowledge of what you stand for into your use of particular marketing tactics.
Put Your Branding Answers to Work
If you blog, make sure at least 60-80 percent of your blog posts are in line with what you most want to be known for. Once in a while, look at whatever blog posts happen to be showing on your blog’s first page and ask yourself whether someone seeing those as their introduction to you would get the right impression of what you’re about and want to hire you. If not, adjust what you blog about or how you write about it in your blog.
Do likewise with your Twitter postings. Look through the most recent 20 posts and ponder whether or not they show you as the kind of person you want to be perceived as. From time to time I get curious about people who have signed up for my Twitter feed, and I look through the posts showing on their Twitter home page. Often I feel like I’ve stepped into a cocktail party with a lot of incomprehensible but emotionally charged crosstalk. Other times I quickly get a positive sense of what makes this Twitterer tick. When you’re on Twitter to advance your business, the latter is what you want to happen.
If you participate in topical online discussions, in forums, on discussion lists or in other social media venues, be mindful of how you might be coming off behaviorally as well as focusing on the content of what you have written. Are you hotheaded or reasonable? Do you put down people who mean well but don’t know any better, stick up for those who are being unfairly targeted or always seem driven to get in the last word? Make sure these tendencies are consistent with your branding intent.
Branding can also show up in your photos. Have you selected a traditional corporate head shot or a whole-body shot where you’re doing something unexpected? The style of the photo can reveal as much as your facial expression, the colors you are wearing and your hairdo.
The same goes for your voice mail. Do you come across as impatient, upbeat, dreamy or commanding? Again, make sure that fits with your desired branding.
Finally, think about whether a tag line or motto might pull together all the strands you’re creating in everything you do. This is an optional step that has power when it sums up your clear, authentic self-expression, instead of representing some Madison Avenue invention that you chose because it sounds cool or clever.

Published At: Isnare.com

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Basics of Business Rescue

Submitted By: Jason N. Roth
Busy people managing the day to day challenge of trying to grow your business, the very last way you’re likely to want to spend time is contemplating what you would do if things go wrong. Most business people certainly don’t run their enterprise by focusing endlessly on the nature of business bankruptcy or the need for business rescue services! Nonetheless, many businesses do go through periods when trading isn’t quite working out and their business plans needs some very careful revision. This guide outlines the basics of business rescue: ways business rescue services can help turn struggling businesses around; which options they support with if it is necessary to wind down trading; and ways in which they then support the directors to start anew.
Business rescue organisations are a place where sole traders and companies can turn to for vital advice and support at times when their trading revenues just don’t meet their overheads. They work on three principles: rescue, recovery and renewal (and you may hear these termed R3 services).
There may be a whole variety of reasons why a business needs support. Perhaps money is owed to the suppliers, or tax arrears are beginning to escalate. Perhaps a company is being left without accountancy services while the accountant’s invoices are overdue. No matter what the problems are, business rescue professionals can work with you to find a solid solution.
Perhaps the business merely needs more time, in which case appointing a business rescue service sometimes greatly assists recovery by signifying to creditors that the business is garnering every available resource to try to put things back on track.
Business rescue professionals also provide expert support when businesses face problematic tax arrears or when a financier such as a bank wishes to withdraw support. Longer-established services even sometimes arrange access to Commercial Finance - this may be secured against Assets, Property or Invoices you expect to be paid later on.
Sometimes a company will appoint business rescue services for a straightforward ‘in-house business health check’, precisely when things are running more smoothly. But sometimes it’s also the case that the best way through more problematic days is to bring the existing trading arrangements to a smooth close and then begin again. If this is the case, you’ll find that, business rescue professionals provide invaluable services guiding you through all the necessary steps.
Sometimes companies wish to avoid business bankruptcy by entering a Company Voluntary Agreement (CVA). A CVA provides a legally-binding, time-limited repayment plan for creditors. It is carefully supervised by a licensed Insolvency Practitioner (IP), who will usually hold membership of R3, The Association of Business Recovery Professionals (ABRP). Once successfully completed, it means any outstanding debts owed are written off. It has some key advantages when compared to business bankruptcy. Companies often choose a CVA if they’re have difficulties with their creditors but equally have a variety of good reasons to believe continued trading time would resolve the problems. Another very important point about CVAs is they also crucially don’t attract the same stigma associated with business bankruptcy.
One more route is called a Creditors Voluntary Liquidation (CVL). This is used when a business is sure its interests are best served through voluntarily ceasing trade and dissolving the company. It’s also worth discussing pre-pack administration at this time - where assets are sold before the appointment of an IP for Administration purposes. It’s even been known for the actual management of some companies in this position to make the resulting purchase. Administration itself is another area business rescue services provide expert guidance on, with the ultimate goal of rescuing enterprises whilst still they are ‘going concerns’.
Whatever route you follow, business rescue professionals can then help you begin new trading (renewal). This might mean support after a CVL to appoint a new team of accountants; perhaps open new bank accounts; and the legal formation of your new company.

Published At: Isnare.com