‘Tis the season to give gifts.  And everybody loves getting gifts.  It’s also a great way to promote your personal brand: I don’t mean giving gifts with your logo on it (though, done with class, is not such a bad idea).  Rather, your personal brand relationship with that other person.

Having said that, gifts and cards should be personal. At the very least, personalized.  Obviously I love the wonders of technology and mass-customization, but still, micro-customization - our handwriting - is still a great personal touch.  With a tablet or other e-writing pad, you can also digitize your signature (like my book).  More importantly, a personal note makes the greeting card extra special for each of us.

We shouldn’t feel obligated to give cards and gifts.  We should feel honored that we can share our love & appreciation.

But be sure that the amount of gifts and its costs are within your professional compliance and ethics regulations.  Obviously we’re gifting for the right reasons; it shouldn’t bite us in the arse!

The best gifts are ones that are for that person alone… bottles of wine, etc. are fine… and perfect if s/he is a connoisseur or sommelier… but for the rest of us… it wreaks of lack of thought.  But I’ll take the free bottle of wine!  Rather, if you’ve been listening and paying attention to your clients, colleagues, partners, or employees through-out the year… they’ve given you clues as to want they would really appreciate. Hint: Look around their offices for gift ideas.

Done with appropriate class and taste, you may opt to make a special impression and give a gift for the whole family.  Likewise, what would your client’s spouse appreciate?  What are their hobbies?  And what are the kids into?  Not only are you able to share a special moment as you present the gift (in person preferably), but now… the parents are able to give a gift to their kids (make sure you include all of them).  Make it fun, age-appropriate, and personalized…

Gift giving is a wonderful character trait.  Congratulations for considering it.  But it’s also an opportunity to really show that we care, how we care, why we care, and what we appreciate in the other person.  Appreciate their personal brand.

So where’s my gift?