Yesterday I attended the business before hours at the Greenville Commerce Club as a Chamber of Commerce networking event. Their was a significant number of companies represented that you would say are our competitors. Some of the companies in their introductions stated they were specifically “web design” companies, another company said they offered “total marketing solutions” but their solutions included web design, audio visual production which we also provide. In addition they also were quite a few photographers in the room sharing the specialities.

To a point their is almost a fear of our message getting lost in the sea of competitors but I was thankful we had a unique message that stood out. I was thankful that we were given as an example in another companies presentation when our RSS services like blogging and podcasting were mentioned. Yes, being in the same room with competitors can often be nerve racking but if you play it right you can gain from such an event. It was interesting the hear that each company representative gave a unique slant on their business and even playfully played off their competitors.

Among the companies who focused on web or new media in their introduction one focused on custom design, another mentioned search engine optimization and content management and we used our motto, Harmonious New Media to explain how our web services are the center of a hub of services that include podcasting, photography, blogs, business cards, logos, etc. and how we integrate those into a consistent branding strategy.

The photographers present also gave unique slants on their services. One mentioned how did not do wedding but specialized in arial photography while another made the point that he did provide wedding photography services and yet another made a big point to say his company had a full service studio.

What did I learn this event and hearing from competitors in the upstate South Carolina market? I learned that our motto and visual imagery of what we do stuck in the minds of others present based on networking conversations after the breakfast. I learned that we need to mention the marketing services we provide so companies can effective market themselves and achieve greater success. I learned that I need explain the distinctives of our web services like our user friendly content management system and commitment to compelling content which improves search engine results.

I had the chance share my own photography niches but since Heather spoke for our company I remained seated. Next time we will agree that both of us will speak but will give unique presentations on what we do either to break up our one company presentation so it is not as long or the showcase the different marketing services we provide for our clients.

The important thing above all is to listen so you can understand your competition but most importantly yourself. How are you using your listening skills in networking events where you are faced both by competitors as well as potential customers?

As time progresses we will look at what we do to make our business and how we market ourselves better based on customer demand and feedback as well as trends in the marketplace. We have changed some broad categories into more focused niches. We are also making the fact that we are about providing marketing services for our clients and are committed to consistent branding more obvious. We used the word, “share” to describe the final part of our 4-step work flow and now we have replaced it with the word, market or marketing. Our new motto of “Harmonious New Media” also reflects this.

We are making our photography service more prominent and instead of covering the broad category of “portable media” with are going to focus on Podcasting as a service. We will continue to explore other areas for future products and services but those will be feature and discussed in a “labs” section to be announced at a later date. You will probably see those innovative explorations at our portal site, SpinningSilk.com . One new service we are offering is an enterprise level/server based e-mail service via MXLogic. You can find what we are offering at our SpinningSilk.com Marketplace.

This is a question we get asked a lot when we encounter people in public and hand out our business cards. When most people think of silk they usually think of clothing items made from the product of a silk worm. Actually when we came up with the name for our business we were combining some new services into with our older business name, Greer Web Design. We didn’t want a name that would restrict us to our family name or web design only so we debated several names and SpinningSilk stuck. Why? Well the majority of the work we did and still continue to do revolves around the World Wide Web, a subset of the Internet. We were not thinking as much about the material silk worms produce for fine textiles but rather the webs spiders construct. Spider silk is extremely thin and lightweight but don’t let that fool you. It is also one of the strongest fibers on the planet. Designing for the web and print works best when you can make files as small as possible while at the same time crafting compelling words and images.

When you hear the term, “Personal Branding” an initial thought may be that it’s all about how you look and come across to people but I was very happy to see a very refreshing post at the Personal Brand Blog on the myth that personal branding is about you. Dan, who write and runs the Personal Branding Blog interviewed Daniel Pink about his new book, “The Adventures of Johnny Bunko: The Last Career Guide You’ll Ever Need.” and one of his favorite quotes from the book is, “You’re here to serve, not to self-actualize.” I love that. What are your thoughts?

I have mentioned and explained in a previous series the concept of “personal branding.” We usually think of branding as something connected to commercial products you buy off the shelf but really the idea of “personal branding” is nothing new, it’s basically a new term for the old concept of having a good name and reputation.  What is new however is the ways we encounter potential employers, clients, etc. We are a new media centric company in that has the web and related media as the core of our business with photography, print, audio and video services used in critical support roles with a mindset of consistent branding across those media. However I left our one critical “media” and that is you.  Ideas, the way you dress, speak and your reliability are how other people perceive you. Resumes and portfolios can be one thing but it’s amazing how a face to face interview and good references can make or break the decision to hire.

The same holds true for business owners, sales people and marketers. Yesterday we started the process of looking for a new car. One of the things I dread the most is stepping on to the lot of a car dealership. The high price points, choices and stereotypes of car salesmen make thinking about the experience stressful.  However yesterday was not such an event. The salesman approached us and yes he was aggressive but I expect some degree of aggressiveness from sales.  He was not dressed in the usual sport jacket and tie but still smartly and neatly in dressy casual attire.  That made me feel more comfortable from the beginning. As he began talking he never mentioned the price. Instead he started talking about features and then took us for a ride pointing out such things as the design of the vehicle, suspension, braking. It was also refreshing to hear him admit he didn’t know some things about the particular model but would get the information for us. This reminded me of an article I read this morning by Chris Garrett called, “What is Authority?“.  He mentioned that it is a combination of personality, expertise and visibility and when those three come together the core is authority. Of course expertise and visibility come to mind but personality? Yes I can see how that sets on up as an authority.  If you come across as selfish, a jerk or you’re trying to trick people all expectations of authority more often than not may be lost.

How do you come across on your web site, social networks, e-mail, etc?  Does the design you have make you look professional? Would you be proud or embarrassed for employers or clients to see the activities you “advertise” across forums, blogs and online social networks? How do “brand yourself” in real life networking meetings, sales calls and presentations?

This month we are pleased to be an advertiser in Personal Branding Magazine. You can get a sample issue at personalbrandingsample.com and then have an opportunity to subscribe to the full version for the following year. Connected with that is the Personal Branding Blog which I would encourage you to subscribe to and read frequently.