{"id":2117,"date":"2015-12-15T22:22:53","date_gmt":"2015-12-16T03:22:53","guid":{"rendered":"http:\/\/localhost\/felicity\/old\/?p=2117"},"modified":"2016-06-10T14:26:19","modified_gmt":"2016-06-10T18:26:19","slug":"women-of-influence-lessons-from-big-brands-to-apply-to-your-personal-brand","status":"publish","type":"post","link":"https:\/\/felicitypr.com\/women-of-influence-lessons-from-big-brands-to-apply-to-your-personal-brand\/","title":{"rendered":"Women of Influence: Lessons from big brands to apply to your personal brand"},"content":{"rendered":"

\"unnamed\"<\/a><\/p>\n

Most of us watch with curiosity when big brands face controversy or initiate change. We wonder what it will do to the brand\u2019s reputation and how it will impact public opinion. But, there are also great lessons we can garner from these brands \u2014 as well as those who seem to retain a leadership position over time \u2014 in terms of how we conduct ourselves and shape our personal brands. In the age of social media and the 24-hour news cycle, the personal brand is more important than ever. The way we present ourselves, and share our values and practices with the world, all contribute to our individual brands. For every big brand win\u2014and loss\u2014there\u2019s always a lesson to be learned.<\/p>\n

 <\/p>\n

The brand: Target <\/strong><\/p>\n

The lesson:<\/strong> Know your audience and adapt your actions accordingly.<\/p>\n

Whether you\u2019re opening up a large retail chain in a new country or presenting yourself (online or in real life) in front of a new audience, know that one size does not fit all. US big box retailer Target learned this the hard way when they entered the Canadian market using an American roadmap. The results, as we can all recall, didn\u2019t leave a great impression of the brand in this country.<\/a><\/p>\n

 <\/p>\n

The brand: McDonald\u2019s <\/strong><\/p>\n

The lesson: <\/strong>There\u2019s great value in transparency.<\/p>\n

 <\/p>\n

As we advise our clients in media training, the more honest you can be, the better. In this day and age, everything comes to the surface eventually, so it\u2019s better if it comes from you. Take a lesson from fast-food giant McDonald\u2019s Canada and its \u201cOur Food. Your Questions<\/a>.\u201d campaign that launched in 2012, giving people a chance to ask the company anything<\/em> about its food and receive truthful answers on public-facing website. From our experience, saying \u201cno comment\u201d translates directly to, \u201cI\u2019ve got something to hide.\u201d Take the high road and be truthful. Even if some of what you\u2019re revealing isn\u2019t always flattering, the overall impression of honesty will go a long way.<\/p>\n

 <\/p>\n

The brand: <\/strong>US-based sporting good retailer REI<\/strong><\/p>\n

The lesson: <\/strong>Let your values come to life through your actions.<\/p>\n

This one is still playing out, but essentially, REI (the equivalent of Canadian brand MEC) announced its stores would not be open to shoppers on Black Friday, encouraging its employees and customers instead to #OptOutside<\/a>. The decision garnered widespread media attention and an overall positive response (except for this slight hiccup<\/a>). By boldly staying closed on the biggest shopping day of the year, REI is showing customers it can really walk the talk. It\u2019s one thing to talk about your values, and quite another to live them, even if doing so is risky.<\/p>\n

 <\/p>\n

The Brand: Nike<\/strong><\/p>\n

The Lesson: Just do it!<\/strong><\/p>\n

This one never goes out of style. It\u2019s not so much a comment on the company or their products as it is what the global athletic brand stands for. Nike\u2019s famous epithet is a reminder to all of us not to let perfect be the enemy of good<\/a>. The need for perfection can be crippling. As such there\u2019s great value in taking the first step\u2014even when failure is possible. That\u2019s where the real learning begins.<\/p>\n

 <\/p>\n

The Brand: Toyota<\/strong><\/p>\n

The Lesson: Small improvements have big impact.<\/strong><\/p>\n

Applying Toyota\u2019s operational philosophy, the \u201cKaizen\u201d effect<\/a>\u2014which in Japanese means \u201cgood\u201d (zen) \u201cchange\u201d (kai)\u2014to your personal brand can be quite powerful. Like the automotive company that\u2019s committed to continuous improvement, even if you work on improving something everyday by 1%, eventually your improvements will add up to 100%.This way of working has been a key driver of the company\u2019s long-term success and something we can all learn from.<\/p>\n

 <\/p>\n

A personal brand is never static. Every move you make, personally and professionally, contributes to the evolution of your brand. As you observe brands large and small in their evolution, always be thinking about how you personally can apply their learnings.<\/p>\n

 <\/p>\n

First published on Women of Influence http:\/\/www.womenofinfluence.ca\/2015\/12\/10\/lessons-from-big-brands-to-apply-to-your-personal-brand\/<\/a><\/em> December 10, 2015.<\/p>\n

 <\/p>\n<\/span>","protected":false},"excerpt":{"rendered":"

Most of us watch with curiosity when big brands face controversy or initiate change. We wonder what it will do to the brand\u2019s reputation and how it will impact public opinion. 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