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Pioneering Brand Strategist, Speaker, Author and Founder of Reach Personal Branding

William Arruda

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It Takes the Same Amount of Time to be Friendly

Standing in line, especially in long lines, you tend to re-evaluate your reason for even being there in the first place.  For me, today, the offer made by this business was too good to pass up.  So, I was here, in their forever long line.  The promotion was targeted just for people “out of town”.  And, although they provided many promotions for “locals”, too – you couldn’t tell which “line” was for whom.

Finally, I’m at the front.

Waiting in Long 
LinesAnd, the exchange begins.

Brand Representative:  “Oh, you’re in the wrong line”
Me:  “Where’s the right line”
Brand Rep:  “Over on the other side of the building”
Me:  “Where is that exactly?”
Brand Rep:  “Across the building – exact opposite of where we’re at. Near the tables.”
Me:   “I’m from out of town.  Where are the tables?”
Brand Rep:  “Over there (pointing into the air). You’ll find it.  I’m busy.”


Yes, this is a true exchange.  And, one I’m sure happens often at a variety of different establishments.  Often, I hear people fuss that “my advertising doesn’t work”.  However, I would vehemently disagree with them.  Advertising got them through the door , as it did in this case.  Your BRAND REPRESENTATIVE however failed to mirror your brand and the intent of your ad campaign so – you lost them.

(It was nice that another brand representative with the company overheard the exchange and came to me to say, "I don't understand why some people act so fussy - it takes the same amount of time to be friendly."  Thanks, Rick (the brand representative), for a great title to this post!)

We see this online (people click-thru and yet do nothing on the site)  and offline (people disgusted that they have too much to do and all these “darn customers” get in the way).

Make sure your BRAND REP (and for solopreneurs and executives – this could be the person answering the phone for you, responding for you or being a point of contact) knows:
1.  The expectations and brand of the company or yourself.
2.  The rules of engagement
3.  The goal (in all its specifics)
4.  Your brand core attributes
5.  Your brand communication plan

Hint:  If you don’t have these – then work on this.  This is your part and the “heavy lifting” you must do to prepare those who would be and act as extensions of you brand.

Read more at TheBuzz101 on creating positive word of mouth around your brand

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Elena Duron Maria Elena Duron | chief engagement officer is co-founder of #brandchat, a weekly conversation on Twitter.  Join us weekly as we discuss all aspects of branding.

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More Stories By William Arruda

Dubbed 'The Personal Branding Guru’ by Entrepreneur magazine, William Arruda is a pioneering brand strategist, speaker, author and founder of Reach Personal Branding. He is credited with turning the concept of personal branding into a global industry.

William delivers keynotes and workshops on the transformative power of personal branding for some of the world’s most successful companies. He energizes and motivates his audiences—and his private clients include some of the world’s most influential leaders. As a thought-leader, William is a sought-after spokesperson on personal branding, social media and leadership. He has appeared on BBC TV, the Discovery Channel and Fox News Live and he’s been featured in countless publications, including Time Magazine, the Wall Street Journal, Forbes and the New York Times. William is the coauthor of the bestselling book Career Distinction. He is a member of the International Coach Federation and the National Speakers Association. He holds a Master’s Degree in Education.