I have to admit. For the start of 2007, I’ve already made a major goof with my personal brand. I partnered with a membership organization to do a business expresso event. Unfortunately, I offered them three ways to “do the deal.”
Number One: I take care of everything from start to finish.
Number Two: They take care of everything from start to finish.
Number Three: We share how things are done: 50/50
Of course, option Number Two was the least costly to them so that’s what they went for. However, one week before the event, they were scrambling for sponsors and decided to call off the event. However, they didn’t know that a promotional campaign was already in the works and, two days later, they wanted to put the event back on.
One of my favorite speakers said “Stress for a speaker is not a full calendar. Stress is an empty calendar because that is how we make our money.” As a professional speaker and a member of this organization, I did two things. One – fill my calendar as soon as the date came open. Two – did not penalize the organization (even though many of my advisors recommended that I do that especially in canceling just one week out from the event. Canceling so late causes irreplaceable income, so I held that date for them at a cost to me.) However, since I was able to fill the date so quickly, I thought it would be in both our best interests to just reschedule.
Now, they picked the lowest cost option. So even though a postcard was sent out to their membership promoting the event, it was their responsibility to notify their membership of the cancellation of the event. A sister organization in Odessa had just encountered a similar situation, and they made sure to communicate to their membership.
Much to my surprise – this organization did not notify their membership. And while option Number Two was their choice, I was now forced to operate like option Number One with no compensation. I had belief that they would uphold their end of the bargain and was sadly surprised at the “beating” my brand took in the whole situation with members thinking that I CANCELLED the event and that I NO SHOWED that Friday morning.
My father shared a statement with me that rings true in this instance. “Fool me once, shame on you; fool me twice, shame on me!”
So, as to not be a fool, I hope you can learn from my “opportunity” to build back my brand after associating with a group that sacrificed it (even if it was not intentional!). Regardless, the result is the same: A Brand Goof!
Here’s some comeback questions:
Who was affected? Contact all the people affected by the brand goof. People value relationships and, even more so, they value “being valued.” This can be time consuming; however, if you consider how much time it would take to gain a new relationship, the time investment is really minimal.
- What could be done differently? Put preventative measures in to protect your brand. Your brand is your reputation. The responsibility to “manage” it is yours and yours alone. This could also be a huge time investment, but it is just that – an investment. Invest in your personal brand and these preventative measures will protect you in the future.
- Was everyone informed of their responsibilities? Reduce everything down into writing. Whether they’re a “friend” or “friendly to you,” if you value the relationship and you value yourself, you’ll put it all into writing. Include the good, the bad, and the ugly. Who all benefits when things go “good” and who gets what? If things go bad, who will be responsible for communicating information? What are the recovery measures? Who needs to be notified? If things get ugly, who owes whom what?
And an ounce of prevention from my good buddy, John Land, President of the Frisco Chamber of Commerce – “show me your friends and I’ll show you your future.” Be careful who you associate with, you might not want to be “known” for associating with them. Thanks, John!
May you NOT have any brand goofs in 2007! However, if you ever get presented with the goof opportunity – I hope that you can learn from my mistake!
Create attractive connections!
Coach Maria Elena AKA The Champion of Connections
“Helping You Toot Your Own Horn Without Blowing It!”
Recent Comments