Today, I spoke with Robin Koval, who is the President of The Kaplan Thaler Group, a bestselling author, and the author of her latest book called The Power of Small. In this interview, Robin talks about her personal brand building approach, how her successful marketing program for AFLAC can translate into personal brand success, how we can create small impressions, and different ways we can all stand out.
How can thinking small be the right approach to establishing an effective personal brand?
Building a brand – whether for yourself or a company – can be a daunting task at times for even the most seasoned professional. But when you start feeling overwhelmed or unsure what direction to go in, remember to start small. The secret to successful brand-building is to focus on the tiny pixels instead of the big picture.
For example, instead of making a list of big, difficult-to-achieve goals, like establishing your brand’s online presence overnight, create an action list and reenvision those goals into “mini-tasks” you can actually accomplish on a day-to-day basis. Did you tweet a few times today? Make sure your LinkedIn profile is up-to-date? How about pegging your blog post to a current event? Successfully completed “mini-tasks” such as these can accrue to significant brand awareness.
What can those of us trying to build our personal brand learn from your huge success with creating the AFLAC duck that so dramatically improved brand awareness for AFLAC?
Most people are surprised to hear that the Aflac Duck was actually hatched from small talk. But it’s true. The idea for this beloved advertising icon was not inspired by a big all-day meeting, but rather by a small, casual comment made afterwards by the company’s CEO. And today, the Aflac Duck is part of pop culture.
So whether you’re at the gym trying to get on a treadmill or waiting in line at the coffee shop, remember to talk to the people around you. You could be standing behind your next business partner or valuable employee, or even discover the inspiration for your next big move.
Why do you suggest that we should focus on making a “small impression”?
“Our smallest actions and gestures often have outsize impact on our biggest goals.”
Did you double-check that presentation one last time, or hold the elevator for a stranger? Going that extra inch — whether with a client, customer, family member or friend — speaks volumes to others about our talent, personality and motivations. After all, if we can’t take care of the small details, how can we be counted on to deliver when it really matters?
In the end, if you focus on making a small impression, you’re more likely to make a favorable one.
How can small gestures play a role in helping your personal brand stand out?
Differentiating your brand from others has become increasingly difficult. These challenging times have created a hypercompetitive market, and what’s more, everyone is clamoring for attention via social networking 24 hours a day, seven days a week.
But it’s the small gestures that will ultimately help you stand out. For example, if you want to deepen a business relationship, forgo Facebook and try face-to-face instead. Did a meeting go well? Take the time to seal the deal with a handwritten note about how much you look forward to working with them. And when you are emailing, remember to include a p.s. that shows your attention to personal details, such as “Did your son’s little league team win last week?”.
What has been the most effective thing you’ve done to establish your own personal brand?
First, I’ve always maintained the philosophy that it pays to be nice. Nice means you are powerful, respected and ultimately, successful. As my coauthor, Linda Kaplan Thaler, and I share in our last book, The Power of Nice, the benefits are clear. By being nice, you’ll get ahead and advance your career. You’ll also grow your business, because people want to do business with you when they like you. Second, I think the key has also been taking a small approach. It’s sweating the details that ultimately delivers a true competitive advantage.
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Robin Koval has been a driving force in the advertising world for over 20 years. Robin is the President of The Kaplan Thaler Group. Her successes include the daring “Yes, Yes, Yes” of Herbal Essences and the AFLAC duck quack heard round the world. Simply put, Robin helps marketers get noticed. Robin is also a bestselling author. Her latest joint effort with Linda Kaplan Thaler is titled THE POWER OF SMALL: Why Little Things Make All the Difference, (Doubleday, 2009). Her previous bestselling book, THE POWER OF NICE: How to Conquer the Business World with Kindness (Doubleday 2006). She’s appeared on ABC’s Nightline, NBC’s “The Today Show” and in print publications including Time, Business Week, Newsweek, O: The Oprah Magazine, USA Today and The Wall Street Journal.
