The Pinnacle Moment

If you had to think of a pinnacle moment with the C.E.O.S. in your life, what does that look like?

Does it center around an act of kindness that was fueled by previously voicing a need? Providing a spectacular purchasing process because you answered all of the customer’s questions? Or simply, being affirmed by a team leader for a job well done?

Through each of these experiences, the space to have a conversation was created.

The Pinnacle Question

Celeste Headlee, award-winning journalist, professional speaker and best-selling author of We Need To Talk: How To Have Conversations That Matter, is notorious for creating these spaces with people and raises an important question in 2016 that is still relevant today.

 “Is there any 21^st century skill more important than being able to sustain coherent, confident conversation?”

To put it simply, no.

Headlee believes that in order to hone this skill people need to engage in “honesty, brevity, clarity and a healthy amount of listening.”

Yet, sadly, this skill has been greatly inhibited by a highly polarized culture. One that is constantly driven by the need to speak with the intent to be heard instead of speaking with the intent to listen.

This egotistic intent, where the focus is on oneself instead of others, has created an unbalance that Headlee hopes to restore to balance.

“A conversation requires a balance between talking and listening, and somewhere along the way, we lost that balance.”

This unbalanced, polarized culture is fueled by the most trivial of issues from politics to entertainment. Nowadays people are so passionate for or against a side that the idea of compromise has become pointless to them.

“Pew Research did a study of 10,000 American adults, and they found that at this moment, we are more polarized, we are more divided, than we ever have been in history.”

Although this study seems daunting and irrevocable, Headlee’s decades of professional speaking experience allowed her to create a framework that will help renew the balance and bring people back to the roots of speaking with the intent to listen.

Headlee’s 10 ways to have a better conversation:

1: Don’t multitask. Be present.

2: Don’t pontificate. Enter each conversation with the assumption that you have something to learn.

3: Use open-ended questions. Find out the five W’s: Who? What? Where? When? Why?

4: Go with the flow.

5: If you don’t know, say that you don’t know.

6: Don’t equate your experience with the other person’s experience. All experiences are individual.

7: Try not to repeat yourself.

8: Stay out of the weeds. Focus on the root of the story not the trivial points.

9: Listen.

10: Be brief.

Although 10 rules seems like a lot to remember, Headlee states that if a person takes the time to master even one of these rules that they will be skilled enough to create a space to enjoy better conversations with coworkers, friends, and team members.

Conclusion

Whether you use one or more of these rules, Headlee’s TED Talk boils down to this, “Go out, talk to people, listen to people, and, most importantly, be prepared to be amazed.”

I am truly amazed each day by the people in my life and grateful for the conversations that have made me into the person I am today.

My hope for you, is that this framework will help you flourish in your day to day conversations with the C.E.O.S. in your life and encourage growth in your soft skills.

Go out and do great things!

Bio on Headlee

Celeste Headlee, the speaker of this TED Talk, “10 ways to have a better conversation,” has over 20 million total views to date. Celeste’s work and insights are featured on TODAY, Psychology Today, Inc., NPR, Time, Essence, Elle, BuzzFeed, Salon, Parade, and many more. She has presented to over 100 companies, conferences and universities including Apple, Google, United Airlines, Duke University, Chobani and ESPN, and received the 2019 Media Changemaker Award, (celesteheadlee.com).

Empathy. Understand and share the feelings of another. More relevant in our country now more than ever.

Like many, last week on the Porch was spent defrosting from the massive winter storm.

Natural disasters occur. Business owners and leaders lead with empathy.

Heed these marketing and communication 101s:

• Safety first. Focus on the wellbeing of your team, then your clients. Reach out to check on them, their families and business. Focus only on their immediate needs and any help you may be able to offer. Show genuine empathy for those in crisis. Everything else waits.
• Teamwork makes the dream work. Thanks to one of our amazing team members, we had two co-working spaces. We were able to use that to communicate with our clients and to help them manage their internal and external business messages. In turn, it was easier for our clients to focus on their own team’s needs. Rally the troops that are available and get to work focusing on others’ needs.
• In addition, dedicate to serving who, how and where you can. We know from our own experience that the smallest gesture can make a powerful impact. This time, the Porch had power so we were able to offer our space and internet, and laundry room, to our Clients and friends who did not. Other clients had water their neighbors did not and eagerly gave of their own resources. Others may simply need an ear to listen. Make it a point to let your clients know you are there to help them in any way you can, not only with the needs that earn you income.
• After that, patience is a virtue. Rethink planned marketing initiatives.
  • Email marketing: Your communication can wait when other people are in crisis.
  • Social media posts: Meet your customer or Client where they are. During these times, emotions are highly-charged. Be authentic and empathetic.
  • Press releases: Don’t send press releases during times when a portion of the country is going through damaging events. Timing is everything.

Most importantly, extend empathy. There will come a time when you are facing your own unexpected storm and will need someone else to freely offer it to you.

In conclusion, we hope you and yours are safe, warm and damage-free. Client service is not simply our job; it is our heart.

Please reach out if we can help you.

With Valentine’s Day fresh on our minds, let’s talk about how we can love upon our C.E.O.S. (Customers, Employees, Owners, and Suppliers). Most people shy away at the idea of expressing love in a professional context. However, by the end of this article, I hope that I’ll be able to reframe your mindset.

My own mindset shifted when I recently read The Servant by James C. Hunter. I was humbled, enlightened, and awe-struck at how simple yet empowering loving others can be. I started looking inward at how I express love and what that kind of love looks like outwardly.

If I were to ask you who you love in your life and how you show that love what would you say? Family? Friends? Hugs? Kisses? The answers are endless and the thought of being that personal and intimate with C.E.O.S. seems like a bizarre notion – which is completely understandable. Yet, when I talk about love I am not referring to the feeling of love. Instead, I am referring to the act of love.  

The type of love that I want to focus on is agapé love. This type of love is shown through actions of service for others. Extend yourself for the needs of others. Become an active listener. Be present. It’s being intentional. Most importantly, it’s being a leader that embodies a servant heart.  

The First Step

The first step towards embodying a servant heart is to think about other’s needs before your own. For our C.E.O.S. what does that look like? Would you be able to recount their needs and have them agree with what you said? There is a huge difference between wants and needs, yet in the business world, that gap becomes greatly nuanced. If you are constantly trying to meet the wants of everyone, that can quickly become a tiring and daunting task. “Wants” are grandiose and greedy in nature and as quickly as they’re met, more take their place.   

On the other hand, if you are intentionally seeking to meet the needs of the C.E.O.S. and devoting time to understanding why those needs should be met, I assure you that both parties will come out victorious. A solid foundation, a blooming partnership, and a deposit in the emotional bank account will be the fruits of servicing your C.E.O.S. In other words, meeting a want can be a fleeting win but meeting a need can become a foundational victory.  

The Second Step:

Being an active listener is the second step to loving upon your C.E.O.S. Who loves being ignored? No one. We live in a culture where being silenced is stifling and being expressive is stimulating. Communication thrives through the multitude of platforms that technology has given us: Facebook, FaceTime, instant messaging, Snapchat, Twitter – you name it – yet, these platforms have hindered us. We have become so reliant on being heard that the moment others try to speak, we are quick to counter or revert the attention back to the point we were making. In other words, it has become a norm to listen with the intent to speak instead of listening with the intent to listen.  

If we take the time to practice active listening with our C.E.O.S. without a doubt, we will gain much more than just a business contract. For example, trust becomes fostered, patience is cultivated and respect is rewarded. In the words of James C. Hunter, “listening is probably our greatest opportunity to give attention to others on a daily basis and convey how much we value them,” (The Servant, pg. 106). This act of love is transformative in relationships. As a result, your C.E.O.S. truly sees that you value them.  

The Third Step:

Being intentional is the third step to loving upon your C.E.O.S. Showing that you intentionally value others is a beautiful thing. You are letting them know that no matter what their title is, that you see them for who they are as a person. Moreover, by taking the time to understand who they are no matter where they are on the totem pole, you are making deposits into their emotional bank account and garnering respect.  

Being intentional can start with small actions. For example, if you praise someone for doing something, be sure to be sincere and specific. Additionally, when you need to fix a problem, be sure to make the problem the focus, not the person. Lastly, if you’re having a conflict with a team member, try to see the conflict from their point of view. By incorporating intentional gestures into your everyday manner you will not only see a world of a difference in the people around you but you will feel it.  

In Conclusion:

I urge you to love upon the C.E.O.S. in your life with these three steps in mind. In conclusion, go the extra mile to serve others, practice active listening, and be intentional with all that you do. If you have a favorite way to show love to those in your life, please share them with us in the comments below. We would love to get to know you and your heart for others! Above all, my hope for you today and every day is that you are shown love and empowered by the notion that to give is to receive.  

What do customer experience and gestures have in common? They both speak volumes about your brand as a company and your brand as a person.

From giving a smile to a customer to going the extra mile for a coworker, the art of showing a kind gesture to others has been lost in the haze of living in an individualistic generation. We live from day-to-day with a driven focus of going to the next best thing as soon as we have finished a task. Although this is a productive use of time it strips away the opportunities to foster a healthy and interactive workspace or home space.

Whether it’s a work-related task or a personal task, there is beauty in slowing down once in a while and appreciating the little things and people in your life. This beauty can be seen in the relationship-building that occurs with customers or partnered companies or even neighbors. Although there should be a focus on the task at hand there should also be a focus on the art of gestures. For example, buying a customer dinner before a meeting, finding out a partner is confused about a contract and offering your help, or even sending flowers to a neighbor who is having a hard week.

Regardless of the line of work you do, gestures go a long way. Today, I want to help you improve your customer’s experiences through the art of gestures with three easy steps.

First Step:

Become in tune with your surroundings. You’d be surprised at how much you miss when your eyes are locked on a screen or on a task at hand. There are relationships you could be building with a potential customer you may have never noticed or with a passing stranger who may need help bringing their groceries into the car. With a simple smile or extra hand – your gesture has great power to turn someone’s day around.

Second Step:

Put yourself in the shoes of others. Imagine this: you have a hard day at work and feel so overwhelmed because everything seems to be going wrong. From being late to a meeting to finding out your computer didn’t save the work you had spent hours working on the night before – you feel defeated.

With low spirits, you head back to your desk. Only to find that someone has left you a cup of your favorite coffee and an encouragement note! The note acknowledges the hard work you’ve been putting in all day. Suddenly, the day seems to be not as bad as you thought. You smile and get a surge of motivation to finish the end of the day on a sweeter note.

Something so small can be so big for someone who may not realize they needed that gesture. From a cup of joe to an encouragement note, think about what you may need if you were in another person’s shoes. It may be the start of a beautiful friendship or a fantastic customer experience!

Third Step:

Incorporate words of affirmation into your everyday conversations. Take the time to give a shout out on someone’s hard work or encourage a client who is feeling overwhelmed. It takes only seconds to brighten someone’s day.

Conclusion

No matter where you are, a gesture has the capability to mean the world to someone. You have the power to make a positive difference in someone’s life. Challenge yourself to make that difference and pursue an art that can be found through you.

Curbside Sales for restaurants and retailers appear to be here to stay – so think upselling, at least for a while. Your customers still crave your product. But, they want to enjoy the purchase and the consumption of it in their own homes. The simplest way to keep retail and restaurant doors open is curbside service.

Rather than shopping in your store, customers can order on line or by phone. Then, they can swing by your store as you bring their package to their car. Instead of dining in your restaurant this evening, customers are calling in their order. The customer then pulls up to your curb 15-20 minutes later ready to take their meal home.

Curbside pick-up – partnered with on-line or phone ordering – gives restaurants and retailers an effective way to keep selling. Indeed when things open back up again, this is also a new way to increase sales to an additional audience beyond the traditional in-store or in-restaurant customer.

Pick-up is not a new practice, but it is one that has been quickly honed during the pandemic.

There are best practices for curbside sales that will benefit both the customer and the business owner. Keep in mind that the easier you make things for your currently stressed-out customer, the more likely they are to return for this convenience again and again.

Get ready for curbside pick-up by optimizing your website and social media

• Get your website, customer email and social media up to speed. Make sure your customers know you offer curbside service and how that works is a way of upselling. Put this information on the homepage of your site. Build a separate landing page for curbside and link to that on your social platforms. Zanata Restaurant in Rockwall added a pop-up talking about Curbside Pick-up on its homepage.
• Remind customers weekly on social about curbside service. Consider having a weekly curbside special with a great photo of the item and the deal.
• Build community with your customers. Encourage them to take a picture of their purchase (food or clothing or whatever it is) and tag your store on social media. Then you in turn repost their picture thanking them publicly. This is called “User Generated Content” and is a best practice by big and small brands alike.

Make the ordering process easy for everyone

• When customers are ready to order, provide an on-site phone number for the customer to call or text to let you know that they are at your curb ready to pick up their order.
• Process payments in advance either on the phone or via your website or app. Keep the transaction at the curbside swift and contactless. If you must transact at the curb invest in a mobile card processor.
• At the time of order, ask your customer for their type and color of car picking up, and a description of the driver for clear instructions to deliver the right order to the right car.
• Designate a parking space or a specific spot as the curb service pickup area. Mark this area with signage that has clear instructions and the on-site phone number for the customer to call once they have arrived.
• Create a designated table inside to place curbside orders to streamline delivery during busy times. Have plastic ware, extra sauces, etc here to add to bags for food orders. Add tissue and gift bags here for retail merchandise.
• If you have the outside space to create a pop-up drive thru, this format can make things easier for both the customer and the business for upselling. Emporium Pies in Bishop Arts District built a pop-up “Pie-Thru.” Customers get pie without leaving their cars, mimicking their famous long line of people waiting to get pie on any given weekend.

Upselling: Keep them coming back for more

• Restaurants: include an order menu in the bag with the take-away food to make it easy for the customer to order again. Hand write a thank you note on the menu. Let the customer know how much their order meant.
• Ask the customer if they’d like to add a gift card to their purchase to either use next time, or to share with a friend. Or, if the customer hits a certain dollar amount on an order, add a gift card to the order as a thank you. This gift card will act as a bounce back for them to return to your store again.
• Invest in higher quality to-go containers to maintain integrity of your dishes. Presentation and temperature are still important. Big Al’s Smokehouse BBQ packages every to-go order in tamper-proof, sealed packaging. Consider branding your to-go packaging with stickers or hand-written “Thank Yous.” Adding stickers with your store’s logo and phone number or website helps remind customers how to find you.

Think outside the to-go box for upselling

• Consider narrowing the selection of items to your restaurant’s most popular items to offer curbside to streamline delivery.
• Offer Family Meals versions of your most popular items. Make it easier for families to just order the “Daily Family Meal for Four” for instance.
• Package an appetizer-entrée-dessert. This is an easy to pick-up choice. Switch out this special weekly to allow for local availability of ingredients or a chance to use up what’s on hand.
• And of course, have staff deliver bags or packages to customers’ cars wearing branded masks.
• Add the ability for the customer to add grocery basics to their order: milk, eggs, butter, bread, fresh veggies. Saving them an extra trip to a store can earn you a more loyal customer.

Go above and beyond to offer an experience while they wait

• Live music outside adds enjoyment when guests come to pick up their order.
• Some restaurants, depending on TABC laws, offer drinks to go to sip on while you wait for your order.
• Customers can order ingredients for one of your signature dishes with instructions to learn how to make it themselves at home. Some restaurants have even staged events. Consumers buy the ingredients kit and then tune into a Zoom with the chef to make from home.

There are more North Texas restaurants good to go best practices for how to do curbside service right by upselling. And there are several ideas for optimizing the outdoor space you do have. Re-imagine how to use it for curbside service and outside sales.

You can successfully make this way of doing business good for your bottom line.

We once again find ourselves, think agility, at a new threshold as our state and country reemerge from quarantine and businesses are making decisions on their next step. The initial rush of the digital pivot is fading … the next opportunity is stamina and easing back into the new normal, whatever that may be.

However, before we start running that ball, let’s just pause and celebrate the WINS over the past five weeks.

With collaboration of the students, parents, administration and teachers, Faith Family Academy was able to continue to serve their student body food, technology and knowledge. They did not miss a beat. Faith Family Academy, you rock!

To Mister Sweeper, who continues to hire when so many are looking for employment AND keeping streets, parking lots and garages clean, an especially important job right now! Mister Sweeper, you rock!

Agility Rules!

To Corps Team Dallas, who continue to support clients in their hiring, pipeline and talent continuity plans, plus the virtual edition of “What We Love about Dallas,” was a go-to guide for entertainment this month! Corp Team Dallas, you rock!

Despite Big Al’s business being significantly hindered during shelter in place every week they have continue to give big with 100+ meal donations to first responders and the underserved community partners, like Family Gateway, Ronald McDonald House, Genesis Women’s Shelter and UTSW first responders. Big Al’s, you rock!

Essential workers that found a new way to safely do business, you rock!

Entrepreneurs who continue to forge ahead despite many unknowns with business and marketing plans, you rock!

Non-profits that are using creative means to serve their clients, you rock!

Therefore, Stay-at-home parents that are navigating new schedules and systems, you rock!

To the kids (especially seniors) that are mourning traditions missed, but are finding creative alternatives, you rock! 

Above all, all accomplishments, are worth cheering. Find reasons to celebrate and promote good news and good deeds. Recognize all the daily, tiny actions and choices that are keeping our community moving. If we did not catch you in this wrap up, know that we think you rock!

“Play the long game” and “It’s a marathon, not a sprint” are common phrases we have all heard. In the marketing world, traditional marketing focuses on acquiring new clients and sales. But the “long game” is relationship marketing, which cultivates existing customer relationships to create a loyal, long-term base. The focus is on building repeat business through brand loyalty. Think retention vs. acquisition.

Why is relationship marketing critical to your brand?

Here are three reasons:

1. Marketing costs may be decreased as much as 10% by focusing on retaining customers rather than trying to acquire new ones.
2. Research has shown that revenue may be increased by as much as 25-95% with as little as a five percent increase in customer retention,
3. When you cultivate your existing relationships and develop a loyal following, those customers will refer their friends and family. This saves you time and money. Word-of-mouth is free marketing, making your loyal customers great brand ambassadors.

While the focus of relationship marketing is retaining customers, “Good relationship marketing should appeal to the random viewer as powerfully as it appeals to your long-term customers.” writes Caroline Forsey in this Hubspot blog.  Ensure your customers can grow with you over time.

Here are five tips she offers for a successful relationship marketing strategy:

• Focus on personalized customer-service.
• Meet your customers where they are.
• Offer incentive and rewards for customer loyalty.
• Create valuable content that tells a compelling story.
• Collect feedback regularly.

The brand-customer relationship takes time to build and work to maintain. Market to your customer by getting to know your customer. Keep things fresh. Offer new content and diversify both your content and your platforms.

Customer loyalty is hard-earned. Play the long game to score the most points.

Personalized marketing is all about connecting the dots – data and content – based on consumers interests and preferences. Data collection and analysis allows for strategic deployment of individualized content to target audiences. “Customers have more choice than ever before, so we have to ensure we’re meeting their needs in real time, on-demand and personally relevant ways, both online and offline,” Mark Sciortino, VP of brand marketing strategy and planning, Walgreens, relayed in 2018.

Here are three benefits to utilizing personalized marketing:

Improved Customer Experience

Knowing their sensitive information is protected makes customers more comfortable with providing personal information. In return, they should receive more personalized experiences upon subsequent visits.

Increased Brand Loyalty

When consumers provide information and data, they expect to be treated as unique individuals with specific preferences. Dedicate time and resources to implement successful personalized marketing strategies. The result will be a competitive advantage in both brand loyalty and customer satisfaction.

Inflated ROI

If your automation technology is on point, you can easily identify individual customer preferences. Capitalize on it with customized content across channels online and offline. This will result in more sales opportunities. Coca-Cola’s Share a Coke campaign used common first names to attract millennials. That personalized campaign was the first time in years Coca-Cola grew their sales.

Personalized marketing campaigns require you to connect the three “C’s” of content with the three “C’s” of customization. You must know – and connect with – your audience. To know them is to love them by generating content personalized to them.

Collection

To create personalized marketing, you have to know what matters to your target. That starts with collecting data about them which is relevant to your brand. Real-time collection and analysis of data allows you to consistently evolve your marketing strategies to customers’ ever-changing behaviors. For example, if you are marketing a restaurant, your data collection would include location, demographic, and transactional data.

Creation

For your data collection to be beneficial, you have to utilize the collected information to create relevant content. Data collection allows you to create targeted and customized email marketing, social media marketing, video messages (one reason automated technology is key), and individualized product recommendations. In fact, 2015 research showed that personalized email campaigns received 29 percent higher email open rates and 41 percent higher click-through rates than ordinary emails.

Connection

Connection is built through authentic interactions. Personalized marketing allows you to connect individually and in community with your audience. You can show your human side (social media engagement or working reply-to email addresses). It also allows you to capitalize on consumers FOMO (fear of missing out) by showing how many people may be looking at the same product, how many of an item remain in stock or how long an item may remain on sale.

As with any marketing campaign, there are challenges to achieving these goals. In personalized marketing, the two main challenges to overcome are:

• Consistency. Consumers are interacting with brands across a number of channels, including email, social, mobile, etc. Each interaction with your brand must be consistent at every touch point.

• Time and Resources. To collect the right data, companies must utilize the right technology. Analysis of the data to create relevant content on a constant, evolving basis across multiple channels is key. This takes a significant number of hours and a significant chunk of manpower and monetary resources.

We would love to be a consistent resource to help you connect all the dots on your brand’s personalized marketing campaign.

It’s almost the 4th Quarter, and here on the Porch, it’s all about cooler weather, football, holidays and … 2018 plans. The time is NOW to schedule your 2018 winning game plan. We can help you Play. To. Win.

Here are 6 Things to Think About as we head into Q4:

1. Volunteering.

   Folks, the need for volunteers is going into overtime to help hurricane victims. Our fellow Texans will persevere, but still need our help in Q4 and beyond. Over the last five weeks, the Front Porch Marketing team has donated some serious rocker time to help our clients whose teams were affected and to raise awareness for their fundraising and donation efforts. If you are looking to support hurricane victims in Texas and elsewhere, check out TrustedWorld.org. This fantastic organization based in North Texas helps us all keep on helping.

2. Supporting Women.

   Does your playbook include doing business with and promoting women-owned businesses? Look for WBE certified businesses by visiting Women’s Business Council-Southwest. Consider joining this great organization, and if eligible, get certified. Front Porch is proudly certified WBE, HUB, SBE and WOSB and recently attended the WBCS Business Works Expo in Arlington, Texas. We will gladly answer your questions!

3. Working Social Media.

   Are your fans crazy about your brand? Are they visiting your sites, watching you play and win the social media game, reading your blogs and newsletters and wanting more? It just takes one good quarter to make some great plays. Start now.

4. Celebrations.

   4th Q wouldn’t be 4th Q without events that celebrate family, friends and don’t forget – your team. We love it when our clients such as Mister Sweeper celebrate the team and let us help them plan it. Hint: Cinemark. Star Wars. Private Screenings. Make sure you have plans in place now to thank your team for 2017.

5. New Clients.

   Now that the Back to School huddle is over and everyone is settled into the new routine, we want to take a moment to shout out to two new clients who spend every day helping teachers do a great job of educating the children in our communities. Faith Family Academy and Catch Up & Read are North Texas organizations that demonstrate it’s all about having a passion for what you do.

6. and lastly …

   Friends, if you have to pick one of six things to do in the 4th quarter, pick this – Find. Your. Purpose. Like this one.

Our purpose at Front Porch is to rock your world and help you play to win. See you on the field.

As my senior year of high school approaches, college applications are about to make the cut for my to do list. My summer internship at Front Porch Marketing has given me an alternate perspective on presenting myself to colleges – I must market myself to them. So I have compiled a list of marketing tips that I have learned and will use in my interactions with colleges that are easily applicable to any business and audience:

Tip #1: Social Media – USE IT! USE IT! USE IT!

I have learned that social media is one of the best ways to establish your brand identity and spread your message. Posting regularly keeps your audience’s interest and positions yourself (or your company) the way you want to be perceived by others. Remember, this is the only time that you get to control how other people see something, so use it to your advantage!

Tip #2: Think About Your Collateral 

The collateral we use to market ourselves is an extremely important component. Personal stationary, business cards, and supporting marketing materials should be thoughtfully chosen to represent the image you choose to convey. Color, typography, and material all factor into the emotional connection you will make with your audience.

Tip #3: Foster Relationships

Creating personal connections and fostering relationships in the college admissions process is essential. This is also true in the business world – customers value personal connections to the businesses they frequent. Provide exemplary customer service. Foster relationships. Go above and beyond to make sure your customer is satisfied. This demonstrates your company’s passion for your customers and shows them that you care about them. This will infinitely benefit you and your business.

Marketing yourself may seem like it is mainly about image. And although that is a big part of it, marketing is used to invoke excitement. Think about the way you market yourself and your business and make sure it truly represents the way you want to be seen.