Personal Brand Loyalty

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There is no stronger form of loyalty than brand loyalty! I am marveled by the adamant way consumers stay true to their favorite brands... From coffees and mascaras to devices and automobiles, customers are willing to pay higher prices for the products and services that come stamped with their favorite logo. In most cases, such loyalty is recession proof, and capturing it is the aim of all competitive organizations.

It is my personal observation that the majority of people remain truer to their favorite brands than almost anything else. That's right. Ten years from now, you are more likely to still be drinking Starbucks than working for the same company or being married to the same spouse. I mention Starbucks here, because I was recently surprised by survey results that revealed how the Seattle-based coffee giant was able to stave off fierce competition in a market that grew 15% from 2007 to 2011. Intense brand loyalty allowed Starbucks to raise its prices and still outperform McDonald's, Dunkin' Donuts, Krispy Kreme and the many other smaller chains and independent outfits that compete in the space.

This begs the question ... Are we as ethical individuals as loyal and as true to ourselves, as the coffee drinker is to Starbucks?

I define personal brand and the importance of it in Welcome to the Big Leagues. Our personal brands are synonymous with our reputations. This used to be the image and impression of what people thought about you when they heard your name, however, now it also includes everything the internet has to say about you.

A strong personal brand allows you to put your stamp on things. It creates credibility, confidence and enables you to take control of your life. Knowing who you are and what you have to offer ultimately gets you to where you want to go.

Before creating your personal brand, you should identify your core values. This will help you to stay true to your brand; which to me is the most important part of the personal brand, the loyalty to it. I previously posted a blog that included an exercise on how to identify your core values.

Core Values Blog

Establishing a set of core values produces the cognitive awareness that's necessary to position yourself in a meaningful way. Maintaining a personal brand that's not based on core values is likely to generate a cognitive dissonance in your character. Meaning that you could possess two or more conflicting beliefs.

For the sake of humanity, I hope that your core values are pure and that they reflect the very best in you; which is what your personal brand must also do. Living a noble brand with passion and conviction each day leads to long-term happiness and fulfillment. Possessing the ability to believe in who you are and stand behind what you do promotes a thriving mental wellbeing.

Now is as good of a time as any to mention Donald Sterling. Until this recent media exploit, I never knew much about him. If I were to guess his core values, the words racist, unethical and cheat would quickly come to mind. From what I am seeing, he hasn't tried to position himself as being anything different, and yet the media continues to be surprised by the callousness of his ongoing statements. In my mind, he's living true to his personal brand (as heinous as his may be). If not, there's an enormous case of cognitive dissonance. The fact that he is a billionaire enables him to get away with it.

The Donald Sterling incident doesn't surprise me. The world has evil people who are out only for their own and do not care about what others think. What upsets me more than Sterling is the much, much larger population who brand themselves as good only to be no different than Sterling at the core. Money, greed and corruption are typically at the root of this hypocrisy.

Again, personal brands must be righteous in nature where being untrue to it comes at a price. It's very easy to see how this price weighs differently on each of us.

So when you're passing by the next Starbucks, and you see the long line of devoted customers, please be reminded to ask yourself are you living as loyal to your personal brand?

 

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"I've read Welcome to the Big Leagues twice and found it to be just like watching a movie, where you pick up more the second time around. This book is very powerful and packed with real world advice that college students, graduates, and millennials will all benefit from."

Spencer Hughes, Radio Host, The Spencer Hughes Show

Welcome to the Big Leagues: Nine Innings of Essential Tips for the Corporate Rookie
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2014-09-25T07:10:06-07:00

Spencer Hughes, Radio Host, The Spencer Hughes Show

"I've read Welcome to the Big Leagues twice and found it to be just like watching a movie, where you pick up more the second time around. This book is very powerful and packed with real world advice that college students, graduates, and millennials will all benefit from."

"Welcome to the Big Leagues embodies Carmine's passion and commitment towards achieving greatness. The valuable tips and concepts apply throughout all industries and business sectors. With three corporate rookies of my own, I bought each a copy."

David Laverty, COO, Nixon Inc

Welcome to the Big Leagues: Nine Innings of Essential Tips for the Corporate Rookie
5.0
2014-03-14T16:03:36-07:00

David Laverty, COO, Nixon Inc

"Welcome to the Big Leagues embodies Carmine's passion and commitment towards achieving greatness. The valuable tips and concepts apply throughout all industries and business sectors. With three corporate rookies of my own, I bought each a copy."

"A positive wake-up call to remind us on how to do things right again. Welcome to the Big Leagues logically details the methodologies needed for building a blue print towards success. I wish I had this when I was entering the working world after my undergraduate degree. Every college graduate with the aspiration of performing at full potential should read this book."

Jay Kaufman, VP Marketing & Strategy, Annai Systems

Welcome to the Big Leagues: Nine Innings of Essential Tips for the Corporate Rookie
5.0
2014-03-26T20:14:08-07:00

Jay Kaufman, VP Marketing & Strategy, Annai Systems

"A positive wake-up call to remind us on how to do things right again. Welcome to the Big Leagues logically details the methodologies needed for building a blue print towards success. I wish I had this when I was entering the working world after my undergraduate degree. Every college graduate with the aspiration of performing at full potential should read Continue Reading

"Carmine presents this treatise against the backdrop of professional baseball; it is a highly entertaining read, providing humor and insight to cement his points and advice. Welcome to the Big Leagues is not only a guide for the corporate neophyte, but a useful guide for evaluation at any level in one’s career. After 30 years in technology development, I have found that it brings clarity to events that have affected my own professional career. I strongly recommend the read."

Steve Menchen, Scientific Fellow, ThermoFisher Scientific

Welcome to the Big Leagues: Nine Innings of Essential Tips for the Corporate Rookie
5.0
2014-03-14T15:44:27-07:00

Steve Menchen, Scientific Fellow, ThermoFisher Scientific

"Carmine presents this treatise against the backdrop of professional baseball; it is a highly entertaining read, providing humor and insight to cement his points and advice. Welcome to the Big Leagues is not only a guide for the corporate neophyte, but a useful guide for evaluation at any level in one’s career. After 30 years in technology development, I have found Continue Reading

"Very creative! Welcome to the Big Leagues is a unique thesis on how to make an impact on the corporate environment. Using baseball as the backdrop, the reader is able to easily absorb and remember the lessons, the author, Carmine Del Sordi, is conveying. Very few business books speak to both physical and mental wellbeing; which further makes it essential to read."

David Tu, President, DCL Inc

Welcome to the Big Leagues: Nine Innings of Essential Tips for the Corporate Rookie
5.0
2014-03-14T16:28:33-07:00

David Tu, President, DCL Inc

"Very creative! Welcome to the Big Leagues is a unique thesis on how to make an impact on the corporate environment. Using baseball as the backdrop, the reader is able to easily absorb and remember the lessons, the author, Carmine Del Sordi, is conveying. Very few business books speak to both physical and mental wellbeing; which further makes it essential Continue Reading

"The corporate rookie of today could benefit from additional support, as the demanding and competitive business landscape has become less forgiving of mistakes and poor decisions. Welcome to the Big Leagues emphasizes the importance of actively managing a host of critical success factors like the ability to drive results, strong collaboration and fiscal responsibility. It provides readers with the much needed edge on how to succeed."

Bettina Koblick, CHRO, Symantec

Welcome to the Big Leagues: Nine Innings of Essential Tips for the Corporate Rookie
5.0
2014-03-14T15:43:04-07:00

Bettina Koblick, CHRO, Symantec

"The corporate rookie of today could benefit from additional support, as the demanding and competitive business landscape has become less forgiving of mistakes and poor decisions. Welcome to the Big Leagues emphasizes the importance of actively managing a host of critical success factors like the ability to drive results, strong collaboration and fiscal responsibility. It provides readers with the much needed Continue Reading

"As a manager and mentor of recent college graduates throughout my whole career, I have finally found a guide book to recommend to those that want to succeed. Welcome to the Big Leagues gives straight-forward advice to new entrants to the maze that is corporate America. Passionate, practical and with a purpose!"

Jeanne Phares, VP, Group Controller, Macerich

Welcome to the Big Leagues: Nine Innings of Essential Tips for the Corporate Rookie
5.0
2014-03-14T16:10:18-07:00

Jeanne Phares, VP, Group Controller, Macerich

"As a manager and mentor of recent college graduates throughout my whole career, I have finally found a guide book to recommend to those that want to succeed. Welcome to the Big Leagues gives straight-forward advice to new entrants to the maze that is corporate America. Passionate, practical and with a purpose!"

"Welcome to the Big Leagues offers inspiration, humor, and the much needed insights to overcome the barriers that exist in the business world. It is a very enjoyable read where the author shares his personal stories in a way to help others."

Sally Jenkins, VP Marketing, VMware

Welcome to the Big Leagues: Nine Innings of Essential Tips for the Corporate Rookie
5.0
2015-03-30T12:25:09-07:00

Sally Jenkins, VP Marketing, VMware

"Welcome to the Big Leagues offers inspiration, humor, and the much needed insights to overcome the barriers that exist in the business world. It is a very enjoyable read where the author shares his personal stories in a way to help others."

"Welcome to the Big Leagues does a very good job of guiding the corporate rookie through the minefield of joining corporate America and providing a path to a successful career. Having played the game for close to 40 years; which included owning the roles of coach and mentor, I highly recommend this book for rookies and veterans alike."

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Welcome to the Big Leagues: Nine Innings of Essential Tips for the Corporate Rookie
5.0
2014-09-24T16:00:37-07:00

John Sorci Jr., VP Global Operations, Symantec

"Welcome to the Big Leagues does a very good job of guiding the corporate rookie through the minefield of joining corporate America and providing a path to a successful career. Having played the game for close to 40 years; which included owning the roles of coach and mentor, I highly recommend this book for rookies and veterans alike."

"Welcome to the Big Leagues is a very enjoyable read that’s packed with many insights on how to succeed in corporate America and life in general. I strongly recommend it for all new college graduates who are now ready to up their game."

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Welcome to the Big Leagues: Nine Innings of Essential Tips for the Corporate Rookie
5.0
2014-03-14T15:40:11-07:00

Andrew Del Matto, CFO, Fortinet

"Welcome to the Big Leagues is a very enjoyable read that’s packed with many insights on how to succeed in corporate America and life in general. I strongly recommend it for all new college graduates who are now ready to up their game."

"Finally a 'manual' for true professionalism in today's corporate workplace. From my seat, I have witnessed far too many times a recurring theme: Rookies, newcomers, young employees all looking to go from A to Z without any stops in between. This book should be a mandatory read for all job applicants and veterans like us who could surely use a refresher. Carmine Del Sordi knocks it out of the park."

Todd Kauffmann, Senior VP, UBS Financial Services

Welcome to the Big Leagues: Nine Innings of Essential Tips for the Corporate Rookie
5.0
2014-03-14T16:05:40-07:00

Todd Kauffmann, Senior VP, UBS Financial Services

"Finally a 'manual' for true professionalism in today's corporate workplace. From my seat, I have witnessed far too many times a recurring theme: Rookies, newcomers, young employees all looking to go from A to Z without any stops in between. This book should be a mandatory read for all job applicants and veterans like us who could surely use a refresher. Carmine Continue Reading

"Every business rookie and professional will recognize themselves somewhere in Welcome to the Big Leagues, as it presents thought provoking stories and solutions to the challenges we face in our daily lives. Del Sordi creates a powerful tool that helps readers to align actions with who they want to be and where they want to go in life."

Jack Morgenstern, Global Head, Wipro Technologies

Welcome to the Big Leagues: Nine Innings of Essential Tips for the Corporate Rookie
5.0
2014-03-26T20:17:43-07:00

Jack Morgenstern, Global Head, Wipro Technologies

"Every business rookie and professional will recognize themselves somewhere in Welcome to the Big Leagues, as it presents thought provoking stories and solutions to the challenges we face in our daily lives. Del Sordi creates a powerful tool that helps readers to align actions with who they want to be and where they want to go in life."

"In the business world, greatness only comes to those who consistently perform at peak levels and work hard to raise the bar from there. Welcome to the Big Leagues is a profound guide; packed with essential tips and powerful stories to coach rookies on how to achieve all-star performance, while getting the most out of career and life."

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Welcome to the Big Leagues: Nine Innings of Essential Tips for the Corporate Rookie
5.0
2014-03-14T16:08:32-07:00

Luigi Sciabarrasi, Senior VP, DTZ

"In the business world, greatness only comes to those who consistently perform at peak levels and work hard to raise the bar from there. Welcome to the Big Leagues is a profound guide; packed with essential tips and powerful stories to coach rookies on how to achieve all-star performance, while getting the most out of career and life."

"Carmine identifies the critical components that are necessary to live, survive and succeed in the corporate world. He does so in a manner that parallels the world of baseball and adds a dash of humor along the way. He is right on the mark and hits home as I relate back to the early part of my career. The corporate world is a very competitive environment that can be loaded with stress, ill feelings towards others as well as being a very unhealthy place to be. It is only those who understand how to identify roadblocks and how to handle them who thrive in such settings. In his book, Carmine has done an excellent job in highlighting all of this and giving some great advice to the corporate rookie, but I will also say that it is a refreshing read for us veterans that have been through it. I found that I was very entertained and recommend it to all."

Peter Gebert, VP Finance, Mannkind Corp

Welcome to the Big Leagues: Nine Innings of Essential Tips for the Corporate Rookie
5.0
2014-03-14T15:37:11-07:00

Peter Gebert, VP Finance, Mannkind Corp

"Carmine identifies the critical components that are necessary to live, survive and succeed in the corporate world. He does so in a manner that parallels the world of baseball and adds a dash of humor along the way."
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