In yesterday’s blog, I got some great feedback on the need to set up a website about me, not my company.
I agree, by the way. But, it got me thinking about powerful people and companies in the educational, motivational, growth and wealth arenas. Most, I think, have a brand based on them.
Stephen Covey - anybody know the name of his company (I don’t)
Deepak Chopra - same thing - his name is the brand
Robert Kiyosaki - Rich Dad - What do you think? Which is better known?
As I’m going through all of the people in this field that I know, the only people that are better known for their books than their names are:
E-Myth (Gerber)
4 Hour Work Week (still can’t remember his name without looking it up)
Chicken Soup for anything you can think of (MVH/Canfield)
Good to Great (Collins)
If the brand is bigger than the name, than the theory goes that the company is more stable and will endure. So, my subconscious hesitation has always been to try to push “TaxLoopholes” not “Diane Kennedy”, but I think I’m fighting a trend here.
And when does “Diane Kennedy” become a brand like “Charles Schwab”? Or is that even possible in my little world of niched tax education and services? (Oh, and making a million in 2 years or less!)
June 23rd, 2008 at 9:17 am
Truly a great point!!!
If one eventually wants something that is an asset and not a job, the company should have a big spotlight on it.
In your case, maybe you’ve got both: TaxLoopholes the company, and Diane Kennedy CPA the author and personality.
The classic case from around here is the successful realtor who had his last name as the company name. He was accused and convicted of sexual misconduct on a child. Imagine if you worked for this company! Obviously, this was devastating on a thousand levels, including for employees and the community. The company was quickly re-named.
June 23rd, 2008 at 9:46 am
Off point, but it reminds me of something that happened in Reno.
I am went to college there and spent most of my adult life in Reno. Before the AIDS epidemic had even been heard of, there was a very successful ambulance company called AIDS Ambulance. They were the biggest in town.
We started hearing about this new disease called AIDS and the owner of the company was advised to change the name. He got very indignant and said he’d had the company for 30 years and wasn’t about to change it People knew that name, etc etc…
He was bankrupt in 2 years.
June 23rd, 2008 at 9:56 am
I think you need to go with the flow of the current situation…you can always change it later. But from what you said about the doc’s not having any idea of who you were is what I’m basing my “tell them about you” refrain. When you reach the point of everyone knowing who you are (a couple of more trips to The White House…did you ever put out a press release?), more quotes in articles like The Washington Post, etc. you can start moving toward the brand name being whatever you choose.
Plus, your comment about “If the brand is bigger than the name, than the theory goes that the company is more stable and will endure.” You started with both Stephen Covey and Deepak Chopra where there brand is their name. Depends on your point of view and longer term purpose, and that can evolve.
June 23rd, 2008 at 12:33 pm
When is it too late to do a press release? I know I need to do it, it’s just down the list right now.
But, I could make it priority….
June 23rd, 2008 at 1:40 pm
You’re actually early for July, no?
“White House [noun] [verb] for [adjective] seminar in Phoenix”
Example: White House participant prepares for financial seminar in Phoenix.
Or:
… announces benefit event.
Or:
…selling out charity seminar in Phoenix.
Or..
“From White House Roundtable to Phoenix Round Tables”
June 23rd, 2008 at 2:39 pm
I don’t think you’re too late for a press release, but I would move it to a priority. Actually, after the fact is better because you can be quoted as to how successful the Round Table event was and what you feel participants came away with to take back to their communities, etc.
See if John Hope Bryant, or any of the other participants put out a press release for ideas. Someone must have.
I’d keep it focussed on your participation and it being held at The White House. You can always follow-up with another press release tying it to the upcoming Charity event, but I’d emphasize your participation in a White House event for the initial release.
June 27th, 2008 at 12:05 pm
When I decided to turn my expertise on the job into a consulting business (and dump the job), my first inclination was to name my company.
I was advised by a professional branding consultant that branding an individual is about building credibility and visibility in the marketplace. Branding a company name is first about educating the market to associate the name with the products/services that it offers and simultaneously building credibility, visibility, desirability, etc.
Bottom line: Branding an entity takes more time, money and effort to do and has more levels. So says my source, and I took her advice and am branding myself.