How Does Your Packaging Affect Your Personal Brand?

On March 9, 2011 By ashleyfausIn Branding, Outfits/Workwear1 Comment

Like the outfit? See more details here!

Just like products, we package ourselves in many different ways. And, just like products, the packaging is often the first thing you notice. For business people, our packaging is usually in the form of our clothing and appearance. Are we clean cut and put together, or sloppy and scattered? It would stand to reason that you want your Account Manager (or similar position) to be organized, detail-oriented, and able to meet deadlines on time. Wouldn’t you feel more comfortable with this person handling your account if they looked like they cared about their own “account”? I’m not saying you have to buy $1,000 suits and get $100 manicures and haircuts, but you do need to take some time to make yourself look presentable. There’s been quite a bit of controversy over dress codes and appearance requirements in the media lately, but I think these stories bring up some valid points about personal branding. Is your packaging showing off the best qualities of your personal brand? If your personal brand stands for creativity, does your appearance reflect an out-of-the-box thinker? If your personal brand stands for analytic thinking and spreadsheets, does your appearance convey this? I recommend evaluating yourself the same way you evaluate products, services, and people every day. Define the top three qualities of your personal brand, and make sure you’re packing yourself in a way that showcases these qualities! Like the my “packaging” for the day? See more details here!

A 3C Lunch

On March 8, 2011 By ashleyfausIn Corporate EtiquetteLeave a comment

I’ve been in the corporate world for a few years now, and I’ve encountered some normal-but-kind-of-awkward lunch situations. Who orders first? Are we planning to stay for a while, or make it quick? I’m always a little weird when it comes to who picks up the check, particularly in a situation where most of the parties are “equal”. So, I figured I should write a post and see what the rest of the corporate world would do in these situations.

The company lunch. This one isn’t as awkward about picking up the check, as it’s highly likely that the most senior member at the company lunch will take care of it, and let you know well in advance. The awkward part here is knowing who picks the table, who orders first, and how long you’re staying. Theoretically, the most senior person who’s paying would make all these choices, but this has not been my experience. In a male-dominated field in the South, most of my bosses and colleagues try to be gentlemen by letting me walk in front, order first, etc. This is really awkward, because it means I generally have no senior person to set the price point or length of stay. Should I get the soup or the steak? I know they’re trying to be nice, but it puts me in a weird position because I’m technically not the person who should be setting the tone for the meal! I’ve been trying to deal with this by immediately asking a more senior person what they usually order, or what sounds good to them. This usually helps pin down a price range and length of stay, and I think it comes out pretty naturally vs. “Yeah, I don’t know how this lunch is supposed to go, so can you tell me?”

The colleague lunch. This one is a little more dicey regarding who picks up the check. Again, old-school etiquette would either advise that the most senior person pick up the check, or that the person who initiates the meal picks up the check. But what if you’re both equal? And, what if it’s not really a formal invite, but more of a casual meal? For example, when I attended the tradeshow, I ended up spending most of my time with a more senior colleague from a different department. This colleague is not my supervisor, and rarely works with me, so he’s only “senior” by tenure at the company. We both have to fill out expense reports, and we both have to eat and make it to the show floor. Who pays? He said that generally the most senior person picks up the check, which would be “standard” business etiquette. What about when you have three senior people who are all the same level, but in different departments? I still haven’t figured out a graceful way to determine who pays in this situation, or who orders first to set the tone. Again, the soup or the steak? The $5 quick meal or the $30 stay for hours meal?

The client lunch. This one should be pretty easy, as the company representative would usually pay for the client’s lunch. But what happens when you’re the client, but the person inviting you is basically on the same level? My issue here is that I’m not really the final decision-maker, but I am a very valuable gate-keeper. If your offering doesn’t meet my standards/instructions, it doesn’t get sent over to the final decision-maker. All else being equal, I do get to make the choice between two or three items that meet the standards from the decision-maker. So, you do want to keep me happy… but happy enough to invite me to lunch? Or, are we splitting it, as a “friendly” way to have a much-needed discussion in-person, without the boring office atmosphere? I think this situation qualifies as quasi-client, which makes things much more muddy.

So, for those of you who’ve been in the corporate world for much longer, how do I handle these awkward situations? Am I the only one that thinks it’s awkward? Is it just a lack of experience?

In-N-Out Burger Comes to Dallas

On March 7, 2011 By ashleyfausIn Branding, New Product LaunchLeave a comment

I spent a few years in California, and the pride and joy of the fast food industry in this state is In-N-Out Burger. I’ve also heard others from around the US mention that In-N-Out Burger is AMAZING, and if only there was an In-N-Out Burger where they lived! I don’t mean to start a fight, but I’m not that impressed with their burgers… don’t get me wrong, they’re tasty, but I can get great fast-food burgers from several different establishments in Texas. However, I can’t debate the success of their business model, as they’ve grown exponentially since their inception. A classmate of mine was kind enough to help me out with a link to a story in D Magazine about In-N-Out Burger coming to Dallas. So, what do I think about this latest fast food invasion?

In-N-Out Burger will be successful. Flat out, I can’t deny that In-N-Out Burger will be successful, and I think they’ll take DFW by storm. Texans love a good “local” business, as evidenced by the success of many In-N-Out Burger counterparts, including Raising Cane’s Chicken, Dr. Pepper, Whataburger, and Chic-Fil-A. Texas is a state with pride, and we love to see a company pull itself up by the boot straps and deliver some goodness to customers. In-N-Out does just that, with limited expansion over the last 50 years, and meticulous quality control.

A business model that works for Dallas. As mentioned above, many “local” chains have been successful in Dallas and Texas at large, by offering limited menu options. The limited menu options stress that limited product focus allows for increased quality. Take a look at some of In-N-Out Burger’s indirect competition: Cane’s “One Love”, offering a choice of chicken tenders, chicken tenders, or chicken tenders. What about Chipotle or Freebird’s (an Austin transplant that also garners a significant cult-like following) which offer customizable burritos. On the menu, you only see 5 offerings, just like In-N-Out. But, dig a little deeper, and you find seemingly endless ways to customize your order. Sandwich shops like Which Wich, Subway, and Jimmy John’s have also found success with a model of limited menu offerings that are ultimately customizable.

Winning the customer on culture. Further, the limited product focus allows the restaurants to sell you on “culture” vs. product. It’s easy for competitors to duplicate products, but extremely difficult for them to create the culture, buzz, and dedication to a brand. In-N-Out Burger fans talk about a devotion to the brand as a whole, not just the great burgers. We’ve seen success of culture over product in Texas again and again, which indicates that In-N-Out’s strategy of brand and culture should make it fare well in our great state. Dallas, in particular, is a great test market for the state, since our area hosts a variety of culture, business, art, technology, and several colleges. You’ve got the perfect mix of people who are open to brand devotion, and those who just want a great burger.

The “secret” menu. One key to all the product craze, culture and brand devotion, and endless options from only 3 or 4 menu offerings, is the “secret” menu at In-N-Out. Ever heard of Animal Style? What about Protein Style? You won’t find these on the menu, but you’ll hear someone order it and wonder, “Wait, what’s THAT?” It’s like a treasure hunt every time you head to the chain, trying to figure out what else you can order from the underground offerings. Check out the article in D Magazine for more options on customizing your burger.

So, while their burgers don’t necessarily make me go wild, their brand and strategy are a marketer’s dream! I have always found In-N-Out Burger to be an excellent source of marketing inspiration, and I can’t wait to dive into the social media and insane sales that are sure to follow the opening of their first DFW location. See… their marketing is already working, as I’ve just given them free publicity 🙂

Buying into the Illusion

On March 2, 2011 By ashleyfausIn Branding, Outfits/Workwear5 Comments

Dress, heels, and blazer to dress up — Dress, heels, and blazer to "dress up"

Like the outfit? Check out the details here!

First, a disclaimer: I totally buy into the illusion, so this is more humorous than judgmental. But let’s face it, to some extent, we all know it’s an illusion. I’m talking about the illusion of formal business attire or “dressing up” for the business setting. When we had the Big Bosses touring the office, we were told that we needed to “dress up” while the Big Bosses were in town. While at the trade show, I saw women in sky-high heels trekking around the show, but watched them switch to tennis shoes for the walk from the shuttle to the convention center. The illusion is the perception that formal business attire creates, and we all buy into it. Why? Here’s my take, as deduced from articles, experience, and conversations:

Be dressed equal to or better than the person you’re speaking with. This piece of advice is offered to help you convey authority, success, and respect for your party. If you want to appear to hold a position of authority on a subject or in a company, one way to do it is to show up looking different than your guest. Hopefully, looking better than your guest, as it projects an image of a detail-oriented, thoughtful person. It shows that you understand the power play, the occasion, and preparation for such a meeting.

Expensive clothes and accessories equal success. It’s been said that you should dress up to convey success, as formal business attire generally costs more than shorts and a t-shirt. It gives the impression that you must have been successful at whatever endeavor allowed you to purchase that suit or that watch. And, if you were so successful with your previous deals, surely you’ll be successful at whatever partnership we’re about to embark on. There’s also the intimidation factor that goes with having more money than the person you’re meeting, so it gives you more of an air of authority, knowledge, and generally desirable qualities.

Projects a “professional” image. This is what’s really humorous to me, that we all think formal business attire equals being professional. You can be completely drunk and obnoxious in a suit just as easily as shorts and a t-shirt. You can finish your work in a timely, detailed manner just as easily in jeans and flip flops. For some professions, yoga pants actually improve your job performance by increasing freedom of motion. Imagine crawling around to hook up a computer network in a full suit or a skirt! Many office environments require this type of skill, but this particular profession in an office environment can be impeded by standard business attire. “Professional” also includes modesty, which is much less of a problem for men than women in today’s culture. That’s why it’s also humorous that the mechanics had to wear jeans when the Big Bosses came to tour. It’s not considered immodest to see a man’s calf, so wearing longer pants doesn’t increase their “professional” image by making them more modest. By contrast, a skirt is generally considered more dressy, even though it is often less modest because it shows more skin. We place so much importance on the appearance of professionalism that we sometimes overlook the reality of professionalism. The reality entails completing your task to the standards set before you, not necessarily looking good while you do it.

Here’s the flip side: When you’re so successful that you achieve the right to dress however you want. This is the Big Boss who shows up to the meeting in jeans with holes, sandals, and an old t-shirt just because he can. This guy STILL has the confidence that makes his guest understand the level of success his actions and skills have helped him attain. How do you tell the poorly dressed, clueless intern from the uber-successful, rich boss? The intern will realize his mistake and shrink, trying to making himself smaller so that you see less of his “unprofessional” attire, while the Big Boss struts in with no qualms about how he looks. That’s why I think it’s all an illusion, because you see the Big Bosses of the world giving off an image of confidence and success, no matter what they wear. Formal business attire and “dressing up” seem to be a way for the lower-level workers of the world to project the same air given off by the high-level players. Don’t get me wrong, I dressed in heels and a dress for the Big Bosses, but I had to secretly smile about the fact that I did my job just as well when I arrived in khakis and a company polo the day before. Like the outfit? Check out the details here!

Happy Weekend!

On February 25, 2011 By ashleyfausIn Link Round-UpLeave a comment

Being back in school for my MBA is prompting me to take a look at some other areas of corporate life, so enjoy some different perspectives on your weekend!

For the accountants, shareholders, and CFO types: How CEO Compensation is Wrong – Forbes

For advice on a stinky dilemma in the office: How to Tell Someone They Smell Bad – Corporette

For the social media and tech-obsessed: Ralph Lauren iPad App- Mashable

For those who need some networking tips: How To Network When You’re Shy – WSJ

Have a happy weekend!

Clicks and Conversions

On February 22, 2011 By ashleyfausIn Advertising, SEO/WebsiteLeave a comment

Prior to my arrival in my position, the company set up some ad campaigns for Google AdWords and Yahoo AdCenter. Yahoo AdCenter has since been converted to Microsoft AdCenter, and we’ve been having some issues with our number of clicks. We can’t really determine if the migration caused some issues, or if our clicks are just down this year. I think it’s some combination of both. In addition to attempting to track our actual ad clicks, we’re also having issues tracking the conversion from clicks. Why? Because, sad to say, we don’t have any call to action associated with our ads! I’m working on correcting this problem, but the ads have been running without any type of call to action for about a year already! There’s no “visit our website” or “call us and mention this ad” anywhere. We’ve also been lax in asking people about the referral source when the sales team follows up with customers, so we have little or no information about how effective our ads are. I’m on an information crusade for 2011, complete with surveys of every customer to ask, “How did you hear about us?”, analytics on any emails we send, and updating all the ads we’ve got running.

The lesson that’s been further confirmed? Measure, measure, measure! You can’t forget the measurement piece when you’re creating and implementing Marketing campaigns. It’s more costly to try to add this key information hind-sight, so take time on the front-end to effectively implement measurement tools for your campaigns.

Going Back to School

On February 16, 2011 By ashleyfausIn MBA Degree1 Comment

I started my MBA degree at the University of Texas at Dallas this semester! I’m doing the part-time program in the evenings, which should take me about 2.5-3 years to complete the required 53 hours. I’ve got 7 hours this semester, comprised of Financial Accounting for 2 credit hours the first 8 weeks, Managerial Accounting for 2 credit hours the second 8 weeks, and Consumer Behavior for 3 credit hours for the full 16 weeks. The good news is, I only have to take two classes concurrently this semester. The bad news is, the accounting classes are accelerated, and accounting is not my strong suit! I’ve known I wanted to go back to grad school since high school, so it was only a matter of picking which graduate degree to pursue. After hours of research, I determined that the MBA was the most profitable endeavor. Why not the Master’s in Marketing you ask? Let’s take a look at a few of my reasons for toughing out the core hours (consisting of all the general business class AGAIN) over pursuing the subject I’m most passionate about professionally:

All the jobs I want ask for the MBA. For marketing, the tipping point in experience for the “good job” is 5-7 years experience. In addition to 5-7 years of experience, all the jobs I want also prefer or require the MBA. As in most fields, managing people and implementing strategic, long-term plans is the next rung on the career ladder. These positions don’t require more “book knowledge” of my craft, but rather overall “business” acumen and a different way of thinking. The MBA is a well-rounded degree that teaches me to think about the big picture issues facing managers, in addition to my operating knowledge of Marketing.

The MBA puts me on a career track vs. an academic track. From what I’ve seen and discussed, the Master’s in Marketing is more for those seeking to advance into the academic world. Because it dives deeper into one subject, most people pursuing the Master’s in Marketing ultimately end up in academics, helping to research and shape the theory and abstract aspects of Marketing. While I enjoy going down the rabbit hole occasionally, I’m passionate about helping real companies and real people find real solutions. I know that while theory backs a lot of my day-to-day practice, the true impact is coming from tangible steps and measurable action items.

Higher earning potential. Let’s be honest… most people pursuing a business degree are looking to increase their earning potential. While I enjoy gaining more knowledge, I can do that for free at the library, the internet, or any number of organizations and seminars. The formal education in an MBA increases my earning potential more than informal education, and this increase occurs sooner than if I keep going on a path of just informal education through more experience. Again, because the MBA puts me on a career track, I’m going to earn much more much sooner than if I was on an academic track, which requires years of service to gain tenure and a high salary.

I’m excited to get back to the “pure” study of business and Marketing, and I’m already seeing some gains in my work on the job as well. I’ll be posting some insights, struggles, and tips while I pursue my MBA, and I’m looking forward to 46 more hours until graduation!