by Steve Adubato, PhD

Many times when we think about communicating in the world of business, we simply think of how people speak in public. But, much of successful business communication, which includes branding yourself successfully, is a product of so much more. We are talking attitude, energy and the way professionals conduct themselves every day.

I’ll never forget one of my professors in the Rutgers University doctoral program in communication who once said; “Excuse the double negative, but you can’t not communicate…it’s impossible.” It’s so true. Everything we do, communicates something. When someone says; “I’m not communicating with you,” aren’t they communicating a pretty powerful message?

Consider the case of Daniela Costanzo, who is a fitness instructor and cycling teacher at the New York Sports Club in Montclair, NJ. I’ve known Daniela for several years (and take her class regularly) and she has developed one of the most successful followings of anyone in her competitive profession. Simply put, Daniela has a very strong brand, which is evident from her always crowded cycling classes, to her much sought after personal training.”

While Daniela is technically proficient in many areas of fitness, much of her success comes down to the way she communicates and connects with her clients. Says Daniela; “I’ve always had an ability to connect with people on different levels. That has helped me to build my following. I love the world of fitness. It is a natural for me. As a result, I get people to say, ‘Hey, how can I get to that point?’”

Daniela understands her clients and the fact that while she “works out for a living” that’s not the same with other people who are challenged in so many ways, as they struggle with managing careers, children and home life. So, from the moment people walk into her cycling studio, she has a responsibility to make them feel a certain way. This is all about communication.

Further, while Daniela has a terrific web site and consistently sends out electronic and print promotions regarding her classes, the other part of her communication strategy has come from people talking about her. It’s how I found out about her cycling class.

According to Daniela; “In building my brand, word of mouth has been so important. When the New York Sports Club opened in Montclair, I had to audition. I started with 2 classes, and then some people told other people and members talked amongst each other. There was a buzz and before I knew it, I was teaching 8 classes per week. It was about the energy I brought to the room, and an overall communication strategy. I made an effort to do a different type of ride and different music and my clients appreciated that.” What Daniela was communicating clearly was that her clients’ satisfaction was a top priority.

It’s funny, people think the key to success is coming up with a formula for how to do something and then sticking to it religiously. That will only go so far in building your brand. People are always looking for new challenges. They want to be engaged. You can’t simply do the same thing the same way every time. This communicates a lack of interest. Yes, you have to have a core approach for what you do, but you have to read your audience and see what they are responding to and what they are turned off by. THAT’S communication.

So think about it. What are YOU communicating to the people in your business world on a daily basis? Are you sending the message that you are engaged, interested and really passionate not just about what you do but who you serve? Or, are you just going through the motions? If so, you are communicating the wrong message in a very challenging and competitive business environment.