Masks and Brand Authenticity

On By ashleyfausIn Branding, Outfits/WorkwearLeave a comment
Your brand is captured in your clothes, actions, and words.

Blazer: NY & Co.

Pants: JC Penney

Boots: Ross

Like the outfit? See more details here!

 

Forbes had an article during the holiday season about drinking at the office holiday party, and a quick mention at the end of the article about cleaning up your Facebook profile. The author mentions the concept of a Work Identity and a Party Identity, and discusses how much those two intermingle when you’re in a professional setting. This got me thinking about masks and brand authenticity, particularly as it relates to our personal brands.

We’re whole humans, with whole lives, not just corporate drones with a “professional” persona. During my Organizational Behavior class, we had to take surveys about stress, life satisfaction, and behavior, and nearly every student wanted to clarify if we were to take the assessment based on how we would act in a professional setting or a personal setting. I wear different clothes to work than I wear on the weekends, and I behave differently on weekends (waking up at 6:30 am on a Saturday? I don’t think so!). So, am I two-faced, or multi-faceted? Is my professional brand just a facade that I drop when I’m at home?

I think there’s a strong distinction between wearing different clothes and sleeping in on Saturday, and “character flaws” that could creep into my workday. Being a hard worker is one aspect of my professional brand that I think is highly important, and I feel like my behavior outside the office affects this brand perception inside the office. Would you believe that I’m really a hard worker if I lounged around in my PJs on the evenings and weekends, or would you assume that I’m just going through the daily grind for a paycheck? Many people view private actions as a reflection of your commitment to your public actions, and that if the two don’t match, eventually, the truth of your private actions will permeate your professional life. This brings me back to the holiday party mentioned earlier in this post. If you are a loud, rude, embarrassing drunk at the office party (which, in theory, is a perfect place to “mix” personal and professional), what’s the likelihood that you will eventually show such characteristics during the workday? Most of the time, these concerns aren’t necessarily about the actual behavior at the party, but rather about the lack of judgement in getting into a situation to behave inappropriately (ie: drinking too much). Going beyond acceptable boundaries in one area of your life indicates a possibility that you may do the same thing in another area of your life.

I think brand authenticity is about consistency and congruency. Do you regularly act in accordance with your professional brand by displaying characteristics like hard work, loyalty, and creativity? Would your friends, family, and co-workers say similar things about you at your core (literally everyone I know would describe me as energetic and a talker!)? Eventually, the masks come off, and it’s what’s beneath the mask that counts. Like the outfit? See more details here!

Title Inflation

On By ashleyfausIn Work and Office2 Comments

I recently read an article on Forbes about silly new titles, and how many organizations are making everyone a “chief” of something. I also had a discussion with a colleague recently about the importance of titles in organizations. So, what’s the big deal about the designation on your business card?

Credibility. I worked for an early-stage start-up (as in, they’d been incorporated for 3 months when they hired me!) when I first graduated college. One “perk” of this position, was the ability to choose my own title. My brother suggested “Supreme Chancellor of the Marketing Universe”, but I chose “Marketing Manager”. Giving myself an inflated or ridiculous title would make me lose all credibility, and would make the organization lose credibility. When I was freelancing, I could have given myself the title “Founder, President, and CEO” of Faus Consulting, but would you really believe that someone with about a year of experience was actually in such a high position? NO! People think that a lofty title makes them seem important, but when the title is obviously inflated, you and your organization seem silly, not respectable, trustworthy, and experienced.

Ambiguity. As mentioned in the Forbes article, all the silly titles make it difficult to determine what job a person is actually doing. My colleague mentioned that everyone in his previous company had a Vice President title. Thus, when dealing with other organizations, it was unclear who was able to sign legal documents and authorize transactions. Titles are given for clarity, and were previously somewhat standardized to ensure that all organizations knew what job a person had. This meant that when someone needed a signature, they knew who to call. When someone needed a specific functional area, they knew who to call. Now, with all the inflated titles and ridiculous titles, it’s often difficult to determine who can sign what, and who can answer what, and who does what!

Career trajectory. Because of the credibility and clarity that titles are supposed to provide, a title was also a good proxy for a career trajectory. You knew that you went from Associate, to Manager, to Vice President, to President, to CEO. You could look at a person’s resume, see the title progression and associated responsibilities, and generally approximate their career stage, and their fit for the position. These days, you can call yourself a number of things, so it’s difficult to tell whether or not you’re a fit for a higher position. If your title is too low, you might hurt your ability for promotions and pay increases, particularly if you move to another organization. If your title is too high, you might end up in a position that you are unprepared for, which increases the risk of failure. When your title is mismatched to your responsibilities, you suffer significant hold-ups in your career advancement.

So, how does your current title compare to your job duties, industry standards, and generally reasonable definitions? Were you ever tempted to inflate your title?

High Value Decisions

On By ashleyfausIn Work-Life Decisions1 Comment

My husband I talk about making high value decisions pretty frequently. I was thinking about high value decisions recently, when the ultimate low value decision popped into my head.

At my office, we tend to keep the batteries “hidden”, since they are relatively expensive, and we don’t want people just taking batteries whenever they feel like it. One day, the president of the company was looking for some batteries. He spent 30 minutes walking around, asking if anyone had any batteries, digging through cabinets, and generally wasting time trying to find some batteries. Our CFO commented that it was completely stupid to hide the batteries and make the highest paid employee of the company use time to hunt for batteries. We gave the president his own box of batteries after that incident.

What about the people that drive 5 miles to save five cents per gallon on gas? They’ve probably spent their full fifty cents of savings driving to the other gas station! This is another one of those things that if you actually knew and considered the numbers, it would make much more sense to just stop at the gas station you’re closest to at the moment.

How often do you make the wrong sacrifice? Some people think that they’ll take a longer commute, but at least the rent is cheaper! But, did they calculate the increased cost for gas, and worse, the increased cost of their time?  How do you go about making high value decisions?

Friday For All!

On By ashleyfausIn Link Round-UpLeave a comment

This week has moved pretty quickly, and I’m kicking off my last weekend of true freedom before school starts. Here’s a few great reads:

 

For the designers, via Braid Creative: Imitation vs. Inspiration

For those looking to exit the game, via MMM Blog: The Shockingly Simple Math Behind Early Retirement

For the marketers, via Daily Muse: Word-of-Mouth Marketing Secrets from Mastermind Saul Colt

For the writers, via Forbes: Want to Co-Author My Next Column? Let’s Collaborate!

 

Like the links? Follow me on Twitter for links and blog posts every day!

 

 

My Corporate Life

On By ashleyfausIn My Corporate Life1 Comment
I’m excited to continue the “My Corporate Life” series on the blog. My goal is to bring in some other corporate perspectives and career paths, so that we can all learn from some other corporate areas and environments. If you would like to be featured in the “My Corporate Life” series, please contact me for the details. I’ll be featuring the guest posts as time permits in my regular posting schedule, and I would love to hear from you!

 

This post was written by FrauTech, an engineer by day and a blogger by night. You can check out her insightful posts at her blog Design.Build.Play. or EngineerBlogs, where she frequently contributes!

 

What I am, professionally: I’m a mechanical engineer working in industry.

What is my daily/weekly job like: I do a little of everything. At the core, I’m making design decisions on products we buy to integrate in our product as well as designing parts and creating drawings for the items we produce. So sometimes I’m calling vendors or researching off the shelf parts. Sometimes I’m working with a vendor to get them to build us a custom part and sometimes I’m making and updating drawings and parts lists and controlling our internal configuration. I also write test plans and go to the lab or out to the field to test the new equipment.

What I like about my job: It’s nice when there’s some project that I get a decent amount of control over. Most programs have so many people senior to me that I’m only doing the work after the design decisions have already been made. But every now and then you get to have more control over your project and it’s very satisfying to see something all the way from conception to design plan to testing to final implementation.

What I don’t like about my job: Probably the same things most people don’t like. There are a lot of personalities and a lot of engineers at many levels, including into management. People don’t always agree on what the best thing to do and many departments are quick to point the finger at each other.

What’s the next level for an engineer: Some engineers move into senior technical specialist roles and many others move into lead and management positions. Though I’m comparatively junior, I find that you are forced to move up into project management types of responsibilities rather quickly and already spend a quarter of my time in meetings. If you work for a large corporation, as I do, there are many options that might be available to you.

 

Thanks, FrauTech, for sharing your corporate life!

First Impressions

On By ashleyfausIn Outfits/Workwear, Work and Office2 Comments

This outfit garnered comments like, "cute" and "trendy" when I wore it to the office.

Dress: Target

Cardigan: Target

Bracelet: Target

Tights: Target

Scarf: NY & Co.

Earrings: NY & Co.

Boots: Charlotte Russe

Belt: Forever21

Like the outfit? See more details here!

 

With the New Year, my gym has been particularly crowded with people trying to improve their appearance. And, my workplace is on a “spring cleaning and updating” mission, so I’ve got first impressions on the brain.

I’m working on another office decor project, which includes paint and furniture to improve the look of our conference rooms. We’re setting up a coffee bar in our big conference room, and we’re getting nice mugs with our logo on them. We want our guests (ie: future customers or potential investors) to feel like we’re put together, welcoming, and that we have superb attention to detail. The first impression is crucial, from the moment they walk into our office, not just when they tour the shop.

The same is true for candidate or new business meetings. It’s said that people will make a judgement about you in the first 10 seconds of meeting you, so every aspect of your appearance and demeanor need to be perfect, the moment you walk in the door. Your hair, clothes, posture, and tone of voice are all taken into consideration before the interview even starts!

The first impression is a double-edged sword though, as you can’t tell everything about a person or a place just by looking at it. Here’s a few reasons why things aren’t always as they seem:

– We’re trying to make everything top quality in the office, so that our customers and investors will think that everything we do is top quality. But, we offer significant cost-savings as our main value proposition in the marketplace. So, isn’t it somewhat counter-intuitive to spend top dollar are centerpieces and coffee mugs? Maybe we spend less on our appearance so that we can spend that money on higher quality tooling and more experienced technicians?

– There are many physical components of my job, and in my interview suit and heels, I may not look like I can bend and move in ways that allow me to lift heavy boxes or assemble a booth. But don’t be fooled! I can put on jeans and flats with the best of ’em, and I’m quite strong for my size.

– Does the “flashy” approach make people question your authenticity and competence? When you’re so stunned by the beauty of the office, or the quality of the suit material, does it make you wonder if the man behind the mask lives up to the facade? Sometimes perfection makes people look harder to find something wrong, so maybe we shouldn’t try so hard to hide “flaws” that don’t impact the quality of the work? For example, many career coaches would probably tell me to cut and straighten my hair, since this would make me appear more “professional”. Licensed decorators would tell me to buy bigger, thicker, more ornate frames for the office, instead of the simple, reasonable quality that I chose to maximize the value.

First impressions can make or break a deal, and I do think that we need to put our best foot (or table) forward. But, I think there’s a lot that goes into creating a first impression, and the reasons behind one choice or another may actually make a candidate or business more attractive. As the old cliche says, “You can’t judge a book by its cover”… and I’ll add, try to take a look past the facade before making your decision! Like the outfit? Click here for more details!

Chess, Poker or Basketball?

On By ashleyfausIn Work and OfficeLeave a comment

I’ve been thinking lately about how business is a game, but pondering which game it most resembles. I’ve come up with three that seem to fit the bill, but I’ve got more caveats and games running through my mind, so this post may get another look if any of those ideas strike me as more relevant in the future! I’ve decided to look at business through the lens of chess, poker, and basketball:

 

Chess

Players: you vs. “the system”

Strategy and gameplay: Slow, methodical pace, long-term strategy, no second changes, winner-take-all

Playing business chess: At first, I thought business was a lot like chess, with two big players trying to take the king. “The system” wants only the best, so it weeds people out at every stage, from the rejection letter for your #1 college choice, to the denial of a promotion, to getting laid off just before your pension kicks in (granted, my generation doesn’t get a pension, so technically, we got weeded out even earlier!). I definitely viewed my career as a chess game for the first few years out of college, thinking that it was me vs. everything that didn’t want me to succeed. I’ve since found, though, that the system is not nearly as methodical as we think it is, and there’s a lot of dumb luck and a lot of winding roads to end up at a version of success. Sure, it may be a chess game on a particular deal, at the highest level of the organization, but I think business is too messy to really be considered a gentleman’s game.

 

Poker

Players: you, your colleagues, your professors, and your bosses

Strategy and gameplay: everyone makes decisions with imperfect and incomplete information, based on a combination “gut instincts” and statistics, ability to walk away after each hand, allowing for “degrees” of winning, combination of long-term and short-term strategies, strategies are often dependent on who you’re playing with

Playing business poker: I think business is much more similar to poker, in that it’s a much more fluid game, with many more opportunities to fix your mistakes. Bet too much on a bluff? Don’t worry, you’ll be dealt a new hand in just a few minutes. Now, poker only allows for so many mistakes, because eventually, you run out of money. The same is true in business. Didn’t get the promotion this year? Don’t worry, you can apply to different companies, make a move to another group within the organization, or bust your butt and get the promotion next year! Business also using incomplete information, so you have to use your knowledge, and instincts, to make the right play, with the right person. Your “tells” change based on who you’re doing business with, and you can’t use the same strategy with every partner (or adversary, as the case may be).

 

Basketball

Players: you, your team, and your opponent

Strategy and gameplay: short-term, fluid strategy, real-time decision-making, team effort, starting over after each score, ability to “come back” many times, fast-paced, physical vs. mental

Playing business basketball: To me, basketball is a much more appropriate game to represent business. I think most companies want to foster a cooperative, team environment, where everyone plays on their strengths. Maybe you’re the person with the slam-dunk, closing deals, and getting contracts signed. Or, you’re the person who runs faster than everyone else, so when there’s a quick deadline, they call you. Maybe you can block and play defense better than your team mates, so they bring you in for the hardcore negotiations and legal issues. I also think business strategy can turn in a flash, just like a basketball game. You were going to pass the ball, but you’re being covered, so you have to pivot until you find your next move in basketball. One of your employees received another offer… do you counter-offer or let them move on? You’ve also got the ability to sub out players in basketball, and you can make sure you put your best players in for business as well. Essentially, the fast pace of basketball allows for you to mold your team and your strategy into the best version for that moment.

I’m still not sure which game is correct, and I think it depends a lot of the industry and organization size. Larger companies with more bureaucracy may play more like chess, while start-ups go the scrappy basketball route. I think there’s also applicability on an individual level, and individuals may play differently than their organization. How do you play the business game?

 

It Started…

On By ashleyfausIn Branding, SEO/Website1 Comment

Remember the name-change can of worms I mentioned last week? The brand insanity has started! I got a request for letter head first thing this morning, which forced the issue of the plans for a web presence. Since the letter head requires a website URL, I mentioned that a URL required some content. The problem is that, as I mentioned last week, the Parent Company’s website doesn’t really have a place for the new company’s information. I’m currently trying to create a website within a website, and it’s a little complicated.

The “Contact Us” page in the main navigation bar gives the information for the Parent Company’s employees. But, since those employees don’t handle New Company’s endeavors, we need a contact page for New Company. So, I’m making a link to the contact page for New Company that will live on the homepage for New Company.

The top-level navigation also proves difficult, because we’ve got an “About Us” tab, “Portfolio” tab, and a “News” tab. Where should New Company tab go? It needs it’s own tab, so that visitors can quickly find the information, but technically, it’s part of Parent Company’s portfolio. And, this will be the only tab in the top-level nav bar for New Company, which will probably confuse visitors that end up on pages that are linked from New Company’s homepage.

So, I’m currently mucking around in some website code, trying to figure out the best way to create, link, and organize all this other information. I’m also trying to either use content that was supposed to be for the Child Company that we originally branded, or create new content out of thin air. Top that off with a tiny little deadline off…. oh, whenever they send the letter head to a customer, and this is making for a crazy day! Tips for on-the-fly page creation are much appreciated!

Happy Friday!

On By ashleyfausIn Link Round-UpLeave a comment

It’s been a little difficult to get back in the swing of things, but at least it was only a 4-day workweek! I’ll be enjoying one of my last free weekends before school starts, so here’s some great reads to kick off a great weekend!

 

For the freelancers and independent consultants, via Jeremy&Kathleen: When to Work for Free

For the job seeker, via JobJenny blog (great blog, highly recommend browsing through!): Oh you love shoes and sports, do you?

For the marketer, via Seth’s Blog: A Hundred Little Things

For the busy professional, via Corporette: The Perfect Planner/Calendar

 

Like the links? Follow me on Twitter for links and blog posts every day!

 

Get ’em Hooked

On By ashleyfausIn SellingLeave a comment

The screensaver with the "upgrade" option.

 

I had a pretty humorous exchange with my boss yesterday about the Kindle Fire he received for Christmas. He was testing out all the different buttons, settings, and options, and he was excited to show me the screensaver he’d picked out. The screensaver is a picture of a coral reef, and every few seconds, some bubbles float up, and a blue or an orange fish swim across the screen. Pretty engaging little picture, I must say! He commented that he wished there were more bubbles and more fish, and I said that there was probably an option on the settings menu to make the fish and bubbles come up faster, or in different patterns. Upon clicking into the settings menu, he was given the option to purchase an “upgrade” to the screensaver app that would give him all sorts of options on speed, fish variety, and many other COOL features!! I laughed and said, “Smart marketers”. He shook his head and said, “Evil marketers!” He didn’t buy the upgrade, but I found this to be a classic marketing case. So, what did the app marketers do right, and why couldn’t they close the sale?

Hook ’em up front. These marketers used the tried-and-true “free trial”, which allows the customer to decide, risk-free, if they like the product. This has become particularly popular in the tech world, since the results are immediate, and once people learn to use the system, the opportunity cost to switch is generally high enough that they’ll just click “purchase” at the end of the trial. For things like games online, customers want to keep their score, and for the low, low price of $1, they can keep playing!

Make ’em think it was their idea. Marketers know that if someone decides they want something on their own, it’s much easier to convince them that the something they want, is something you provide (as opposed to trying to convince them that they want anything in the first place). So, my boss decided that he wanted more control of the settings all by himself. This means that when he went into the settings menu, he was already primed to do something to meet the needs he already saw for himself. It’s marketing gold if you can find a way to have a natural lead-in to paid features, such that customers already want the feature, and it just so happens that you have the feature available… for a small fee. Depending on the product, the “small fee” might make customers shake their head and think, “evil marketer”, or they might be glad that the provider has already thought of ways to meet their needs.

Make ’em think it’s not frivolous. This is where the app marketers failed to close the sale with my boss. I don’t know how much the upgrade cost, but it was enough that my boss thought it wasn’t worth it. There could be several explanations for this; maybe he thought it was too frivolous, or he didn’t want to be “duped” by the “gimmick” (see his reaction to the “evil marketer”), or maybe he just isn’t the type of person to spend money on apps for his mobile devices. People are willing to spend money on tons of frivolous online endeavors, from Angry Birds, to Farmville, to using real dollars to purchase gold on WoW, so it’s not that the product itself just won’t sell. Huge volume sales are the key to profitability for many of these apps. Of the millions of people with access, you only need to capture a small percentage of them to make a decent revenue. Again, marketing gold if you can convince the customer that your game, app, or “virtual capital” is worth dollars in real life.

I still think the Kindle app people were smart marketers, even though they failed to coax my boss into a purchase. Have you ever been “hooked”? Were you impressed or annoyed at the marketing ploy?