The following is a guest post by Tony Colangelo, Victoria, BC. Tony is an active PFRE coach. In this article, Tony describes the basics of the approach he takes with his coaching clients.
A few months ago I wrote an article for PFRE that spoke to the importance of managing fear during the early stages of one’s pro photography career. It was drawn from my time as a psychologist and highlighted the importance of successfully addressing fear particularly when confronted with a daunting challenge at a photo shoot. The feedback to the article was wonderful! So, I thought I’d start the new year by writing another psychology-driven article, one that focuses on how psychology can be applied to one of the most important aspects of business success: establishing an effective ‘brand.’
To set the stage for this article, let me share with you that after being a psychologist for many years, I shifted careers and accepted a role on the business-side of the counseling organization that I worked for at the time, an industry-leading firm here in Canada. I was with them for almost 16 years, the last half of which were as a senior vice-president, overseeing all aspects of the business, including sales and marketing. Of note, is that in my last 5 years in that executive role, we went through FOUR mergers & acquisitions! As you can imagine, all that change caused much stress within the company. Indeed, not only was there an undefined corporate culture, we inherited an expanded product/service line without really having a cohesive way of speaking to it. This ended up confusing the marketplace, our customers, and even our own employees! To address this, we went through a formal and exhaustive “branding” process, using one of Canada’s top branding/marketing companies. In short order, they helped us to understand who we were, the value we brought to the marketplace and how to tell our story in a compelling way. The results from implementing our branding efforts were clear and immediate. Prior to going through that process, we typically won about 40-45% of all our submitted bids to prospective corporate customers. In the year following the branding, we won 70% of those bids, generating millions of dollars of additional revenue!
This article provides an overview of the method that was used at that time. It’s an approach that I’ve subsequently adapted for use with my coaching clients, as part of PFRE’s coaching network. This adapted approach incorporates marketing essentials into a step-by-step brand development method that includes structured exercises/activities. Continue Reading »