Stage 4 Tips

Branding Without Boasting

To market brand You successfully, part of your plan has to be to establish yourself as a solid performer. Without that, your options soon narrow to none.

Make sure the people in your company know about the positive things you've done. But you don't have to go on an ego trip.

When I was with Haworth, I was the number-two salesman in 1992 in the Western United States. I didn't run around telling everyone how wonderful I was and what a great salesman I was, etc., etc.

I got the information out (important to do that), but I did it in what I hope was a diplomatic, positive way.

I sent thank you notes to all the people who were significant in helping that happen: people in the finance department, people in contracts, in customer service, in credit, and in manufacturing.

The truth is, they really did help me achieve my status and I wanted to thank them. It's an example of internal marketing.

If you make people feel good about the job they're doing, they're going to want to help next time they get the opportunity.

It's a little like the star running back taking the offensive line out for steaks from time to time. He knows he can't do it without them, and now that they know he knows, they're going to try even harder.

Simple, internal marketing.

Got a question for Gordon? Ask it here.

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