Are you (or your program) memorable?
Right now, I’m traveling from Los Angeles to Phoenix for the SCCE’s annual conference. I’m leading a panel session on Tuesday, and I want it to be memorable. In truth, I want to be memorable too. But how do I stack the deck in my favor?
Turns out there’s a science to being memorable in a business context, and branding expert Jessica Zweig knows how to do it. In her book Be. – A No-Bullsh*t Guide to Increasing Your Self Worth and Net Worth by Simply Being Yourself, she states that “consistency plus clarity equals memorability.”
Personal brands are often described as “what people say and think about you when you aren’t there.” While it’s helpful to cultivate a personal brand, it’s not just people who benefit from branding. Having a brand benefits our programs as well.
Here’s how to use Be’s formula to make yourself and your program more memorable.
Consistency is Key
People feel comfortable when they know what to expect. For instance, I know that if I turn on the Food Network, I’m likely to see a gentle program revolving around cooking or a culinary competition. It’s safe. It’s nice. It’s consistent.
Consistency has two parts – content and cadence. Content refers to the substance of what is being said. In a personal capacity, it means being yourself each time you show up. Showing up enthusiastic, contemplative, caring, thoughtful, or any number of other ways will be memorable if it is consistent.
When it comes to your program. messages about compliance must be consistent. This consistency must be multi-faceted. It needs to come from the compliance team, executive team, and middle managers. Whether the messages refer to rules, policies, or value statements, each member must ensure that the message is delivered consistently. That reinforcement creates a memory.
Compliance officers frequently use specialty logos, distinctive colors or fonts, or a catchphrase to differentiate their program communications and training from others at the company. This visual identity creates memorability.
Cadence
Cadence refers to the rhythm of the activity. A message sent once is unlikely to be very memorable. If you receive my newsletter, you’ll know that, like clockwork, it will come to your inbox each Wednesday. That’s important for building my memorability and for creating trust. The consistent cadence means people know what to expect.
Likewise, the cadence of communications about your program is critical for memorability. Rather than sending a policy once through email, if the compliance team performs training on the policy in Q1, then sends a reminder in Q2 in the company newsletter, followed by a short video explaining the rules in Q3, that consistent message reinforced over time will permeate the mind of the employees. If the training and policy are all branded with the compliance team’s colors and logo? Even better.
Clarity
Have you ever followed a person on social media because they focus on exotic travel destinations, but then they start posting about an unrelated subject like science fiction movies? Unless you love Star Trek too, you’ll likely tune them out because their point of view is no longer clear. Sales trainers say that if a buyer isn’t totally clear on what is on offer, they don’t buy. Confusion kills sales and interest.
You need clarity on your personal brand, and your program brand needs clarity as well. If your program’s branding uses cheerful colors and value-based statements like “Doing the right thing every time,” then bland, didactic communications won’t match and will be less memorable.
Expectations for this Week
I hope that my panel session on Tuesday is memorable. And while I also hope that people remember me, what I’m most looking forward to is meeting people at the conference with clarity and consistency about who they are, so I remember them.
I’m also anticipating hearing from people who have created memorable compliance brands at their companies, then sharing their tips with you about how they do that successfully. Consistency, cadence, and clarity – all you need are the three Cs.
P.S.
If you’re at the SCCE, I’d love to say hi! Come to the Spark Compliance booth in the exhibition hall to play a round of Compliance Competitor with me, or join my session on creating great compliance champion programs on Tuesday afternoon!
