TWIST Your Elevator Pitch to Stand Out

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I finally established my full-time career coaching practice but my “elevator pitch” was far from stellar. There were dozens of other coaches saturating the landscape: life coaches, career coaches, purpose coaches, coaches for coaches… so how would I stand out? It was time to hone my elevator pitch, add a TWIST that would distinguish me from other coaches and be more compelling. When faced with skepticism or confused stares, how could I succinctly explain to people what I did for a living, and powerfully demonstrate my value in a less-than-two minute pitch?

And then, I happened to notice a TV commercial for a local gym. Actually, it hit me like a ton of bricks (or maybe a dumbbell): I’m like a fitness trainer, but for your job search and career development. What would it look like if I TWISTED my career coaching business with a gym instructor?

  • A fitness trainer guides you but you do the heavy lifting. I provide the guidance and outline the career roadmap, but my clients have to take the action themselves to achieve their professional goals.
  • A fitness trainer helps you to be fitter and more attractive. I help my clients polish their professional skills and appear more attractive to current bosses and prospective employers alike.
  • A fitness trainer boosts your confidence. I empower my clients to impress their colleagues at the next big meeting, or crush that important company-wide presentation, or ace their next job interview.
  • A fitness trainer helps you increase your speed and agility. I help my clients achieve their professional goals more efficiently, with less time spent on excuses and more time spent on action; I provide critical support and guidance to accelerate career progress and overcome past hurdles.
  • A fitness trainer is a waste of money if you’re not ready to hustle. I only work with clients who want to improve on their weaknesses and are willing to put in the work on a regular basis. Whether they want to level-up in their current company or switch careers entirely, the path to success often requires weeks or months of effort. It doesn’t happen overnight.

So, much like a fitness instructor, I provide a strategic mix of support and heavy-duty accountability, with a kick in the rear when it’s needed most. Now my elevator pitch has the TWIST to help my business get remembered, “Take a gym instructor and TWIST it with business goals and you have a career coach.”

About the author:

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David Wiacek is a NY-based, globally-minded career coach and copywriter. He helps squash his clients’ fears and brings back wonder into their professional lives. He also crafts catchy copy for businesses—both in print and online. Check out his work at davidthefixer.com

 

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Finding the right TWIST can help your brand innovate and deliver. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program. Pick up your copy today.

Jewelry with an Alarming TWIST

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Yasmine Mustafa followed her dream to take a solo, six-month trek across South America. Throughout her journey she heard story after story from women about their being attacked, feeling vulnerable, inhibited and afraid. When an attack took place in her own apartment building, her vision to empower women to “Live your life boldly and without fear” was born.

Take Tiffany & Co., TWIST it with ADT Security Systems and you get Athena, a wearable piece of tech jewelry designed to prevent assault by ROAR for Good.

Athena is a simple device that looks like a jewelry accessory. It’s about the size of a half-dollar, wearable as a necklace or clipped onto clothing or a handbag. It’s mission: to protect women with the touch of a button. When you press the button a loud alarm is sounded and text messages are sent to friends & family with your current GPS location. There is also a SilentROAR™ feature which sends text alerts without activating the alarm.

Dedicated to ending assault, ROAR For Good takes their mission a step further. For each device sold, a portion of proceeds is invested in educational programs that have been shown to increase empathy and reduce violence, and ten percent of proceeds from their crowdfunding campaign goes towards raising awareness about the warning signs of abuse and helping end relationship violence.

ROAR For Good’s CEO & Co-Founder Mustafa saw a need, and TWISTED to create a brand and a product line that delivers what women are truly seeking, empowerment and safety.

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Finding the right TWIST can help your brand take charge. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program.

The THINX Revolutionary Twist on Women’s Underwear

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Miki Agrawal not only wants to change how the world thinks about women’s periods, but she wants to liberate women from the constraints of that “time of month”– and she’s doing it one panty at a time.

Ms. Agrawal is CEO and co-founder of THINX, women’s underwear that also doubles as feminine pads.

THINX panties took the practical need for protection (Stayfree pads) and TWISTED it with the sensual way every woman loves to feel (Victoria’s Secret) and created THINX – stylish, comfortable underwear that offers an added layer of protection so women can do more, worry less and feel better about themselves.

One simple TWIST can make a big impact. For every panty sold, one is donated to a women in developing countries to help her live a more productive life without the stigma and encumbrance of lack of supplies.

And by taking something that is a universal need but has traditionally been taboo and addressing it in the open, THINX has become more than a practical product – they symbolize female empowerment and freedom.

What are your customers thinking about – but no one is addressing head on? Let them know you understand and want to help. Your customers will show their appreciationby becoming strong brand advocates.

Brand School is the premier program specifically designed for entrepreneurs and small businesses to help them build their brands.  See how Brand School Faculty can help you realize your business’ potential HERE.

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“Working with Brand School … opens up so many doors and affects so many areas of  your business – an invaluable experience.” – Sarah Hinawi, Executive Director, The Purple Crayon Center for Learning and Innovation

How Not to Dress for Success

This post, How Not to Dress for Success, is another in our series providing insight and action steps for those seeking a career in branding. Julie Cottineau gives her top tips and shares insights from her 25+ years at great companies such as Grey, Interbrand and Virgin. You can read more entries in this Career series HERE

It may be summer, but this is still a job. Even if you see senior partners dressing in casual clothes – remember they’ve already gotten the job. If you are an intern or junior employee,  you are still auditioning. The casual air in a creative environment like an agency can be misleading, but if you have any doubt whatsoever, err on the more professional side.

This means:

No flip flops (for men or women) ever- save them for the beach!

No midriff baring.

Gals: No super micro-mini skirts or hotpants.

Guys: Depending on your company, you may not need to wear a jacket or tie – but no shorts or scruffy t-shirts, and no pants hanging so low they’re falling off.

Pay attention to how the men and women in the office are dressing when they go to see clients.

When in doubt: ask!

Dress for the job you want, not for the job you have. This doesn’t mean you need to spend a lot of money, but it doesn’t mean you need to look frumpy either. Just be clean, neat and professional.  Don’t go for the the Devil Wears Prada Anne Hathaway before look.

If you are in the branding business, you do need to pay a little attention to your own brand. This is a great time to start cultivating your unique personal style, and style can be expressed in many ways.

If you do want to show some personality through your clothing, accessorize. This can be statement jewelry, cool bags, belts, shoes, hats, scarfs or ties; all applicable for both men and women.

Perhaps there is a certain color, pattern or cool style of specs that you are passionate about. Don’t be afraid to wear them continually and start to develop a signature look. As long as it’s genuinely connected to who you are – don’t play dress up.

One place where shorts are totally appropriate—the company softball team. Joining in is a great way to show your unique personality, demonstrate that you are team player and get to know your future colleagues and bosses.

When I was at Virgin we had a great college intern who came to every game. He wasn’t the best batter or fielder but he had such a great attitude. He was always cheering his teammates on and offering to buy the first round at the pub after the game. This definitely made a positive and memorable impression, gave us great insight into his personality and showed that he was someone who could fit in with the corporate culture.

Have you observed a fashion faux pas in the office? We’d love to hear about your own experience… maybe it was your own internship or a story from one of your friends.

Also, if you are looking to boost your resume, why not become a guest blogger for BrandTwist? Reach out to jamie@herculiz.com with your blog idea or any questions about guest blogging.

Brand School, our highly effective, premier branding program, will give you the insight and tools you need to express your personal brand for greater recognition in your career field. Receive more information about Brand School’s next session and get free brand-building tools and tips when you join our mailing list.

Please also connect with us out on Twitter and Facebook for more insight and discussion on branding.

“I highly recommend tis class to anybody; it will put your business on a different level.” – Dr. Marina Kostina, Distance Learning Specialist, CEO of  wired@heart

Branding Lessons from Beyonce

It takes more than a catchy logo, flashy colors and a little bit of “shake your hips” and “show some leg” to create a trusted, consistent brand, and no one knows that better then Beyoncé. The whirlwind of negative press that circulated about how she had lip-synched the National Anthem during President Obama’s Inauguration could have tainted her gleaming reputation, but it didn’t. Why not? She could have ignored the matter or she could have admitted an error in judgment and apologized. She did neither. What she did do was communicate. She expressed what she did, why she did it, and remained rock-solid true to her brand.

Beyoncé admitted to singing with a recording, and in doing so continued to deliver what her fans expect most from her: quality, emotional connection, passion and some real “Sasha Fierce” (her brand avatar) attitude, which further endeared the market to her.

Businesses of every kind encounter errors and mistakes. The challenge lies in finding ways to rise above those bumps in the road. How can your business and brand benefit from looking at the way Beyoncé handled her lip-synch snafu?

Let’s look at how she succeeded in preserving trust and actually strengthening her brand:

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IF YOU LIKE IT, THEN YOU BETTER TAKE THE REINS ON IT

Shortly after the Inauguration, at a press conference about her upcoming Super Bowl Half Time Show concert, Beyoncé took the reins. Before reporters had a chance to toss her a question, she belted out a powerful acapella rendition of “The National Anthem” followed with, “Any questions?” and a laugh. Not only did she take control and write her own ending to the lip-synch buzz, but she even over-delivered by giving everyone what they wanted to see and hear in true “Sasha Fierce” brand style all the way. 

SHOW YOUR HUMAN SIDE

She went on to share her humanness and vulnerability. She expressed that she is a perfectionist, was uncomfortable performing live without a sound check, and did not want to let everyone down with a less-than-perfect moment. She then reinforced her dedication to continue delivering what her fan following expects by stating she would not disappoint in the upcoming Super Bowl Half Time Show.

KEY TAKE-AWAY? BE PREEMPTIVE AND WRITE YOUR OWN ENDING

Your business can rise above bumps in the road. How? Identify the problem quickly. Address your market with conviction in a way that’s in line with your voice, image, and customer expectation. Over-deliver by providing discounts or free downloads, etc. Tell your story, share challenges and re-commit. Give your market the opportunity to better understand who you are. Then reinforce what your brand stands for by communicating positive intentions. You too will create a positive ending to a challenging situation.

AT BRAND SCHOOL WE SHOW YOU HOW TO ROCK YOUR BRAND

Understanding your customers’ needs, being able to exceed their expectations and effectively communicate your ideas is critical to maintaining strong brand loyalty. Brand School, our highly effective, premier branding program, gives you the tools you need to develop your branding and use it to make your business sing. We give you hands-on exercises, exclusive online videos, and the opportunity to connect with a supportive community of fellow brand-building entrepreneurs.

“The value I received from my investment was incredible and I have no doubt that it will continue to pay dividends to me.”  – Lynn Stull, Owner Arts2Thrive