| Let's face it: it's hard to see yourself. | | | | may be all you need. These people have to |
| We look in the mirror every day, and, after a few | | | | understand your business - you might take photos to |
| years, it's pretty difficult to constantly make a first | | | | show what the movers-and-shakers in your office |
| impression on ourselves. What's more, it may be | | | | look like - and they have to understand you. If you |
| difficult for friends or work colleagues of | | | | get some nutty hairdresser giving you the Hair Show |
| long-standing to judge you dispassionately - and | | | | Look of 2008 (or 1998) because they've always |
| that's exactly what you need to ensure that your | | | | wanted to try it, you'll be so far away from your |
| brand remains fresh and up-to-date. | | | | own brand that you may as well be Clear Pepsi. Only |
| That's why I always remind people that a focus | | | | give these people the power to help you spruce |
| group is one of the most important tools for anyone | | | | yourself up if they are willing to take time to look |
| working to maintain a personal brand. | | | | through a number of options before settling on one. |
| Corporations use them all the time. McDonald's new | | | | A really well-dressed friend can also help you with |
| "healthy" options, for instance, are definitely the | | | | this. If you don't know anyone that wouldn't be |
| result of a long series of focus groups. New products | | | | objective enough to get the job done, take the time |
| come out on the market as a result of diligent work | | | | and money to hire a stylist or a branding coach. This |
| by mediators watching and grilling focus groups about | | | | is your brand, after all, not a latte. It's not the time |
| product perception, price, and staging. | | | | to scrimp, because a good brand will last you a |
| There's no reason you shouldn't do the same. | | | | lifetime (with constant tweaking). |
| It can be tough to find a focus group. In the old | | | | You also want people who understand Web sites - |
| days, you could go into your boss' office and ask | | | | those with both an idea of appearance and |
| what he would change if he were going to put you | | | | functionality - to look at yours. I've found that I could |
| on the fast track to management. However, today | | | | ask people in networking groups to take a look at |
| that kind of question would spark concerns of | | | | mine and make suggestions. They weren't always |
| harassment lawsuits. In addition, the job market | | | | right, but there have been plenty of times that they |
| today is a very different kind of place than it was a | | | | pointed out things that I - focused on the big picture |
| few years back. You may not have a traditional | | | | as I was - had missed. |
| boss, and your clients don't want to be bothered | | | | Don't forget to have people look at your business |
| with what could be perceived as a neurotic cry for | | | | cards and your office, and also evaluate your |
| approval! | | | | speaking style. Heck-have someone go out to lunch |
| A good hairdresser or barber and personal shopper | | | | with you so they can assess your table manners. |