Personal Brand Development
Tips for developing your personal brand and managing your reputation for professional development and career advancement.
If you had the opportunity to overhear someone describing you to one of their contacts, what might they say? What specific adjectives would you want them to use in describing the value you provide? He’s dynamic! She’s resourceful. Other descriptors might include well connected, the most informed, really smart, or strategic.
Earlier this month, I spoke to a group of professionals. As part of my training on personal branding and reputation management, I asked each of the attendees to write on index cards their first impression of everyone else in the room. Then, I distributed the individual cards to their rightful owners. For perhaps the first time ever, conference attendees experienced a personal brand checkup. In other words, they became aware of how others perceived them.
Last Thursday, I appeared on The CBS Evening News with Katie Couric regarding LinkedIn’s initial public offering (IPO) and how professionals use the social media site to develop business (you can click here to watch the interview).
Although I addressed a number of issues, the sound byte that drew the most criticism, particularly from seasoned professionals who did not grow up in the Facebook era, was my statement, “[professionals] have to participate in social media; otherwise, you’re simply not relevant!”
Albeit a sobering pill to swallow, I stand by my comment.
In today’s Internet world, prospective clients, employers, and referral sources initiate their due diligence before engaging you formally by typing your name into Google.
If you have positioned yourself as the “go to” person within your industry, one would expect to find all kinds of information on you — websites, articles you’ve authored, blog entries you’ve commented on, mentions of conferences where you’ve spoken, testimonials from other professionals, etc. The absence of such information may suggest to others you’re not whom you purport to be.
An experience fit for a...client
How does a controversial fashion designer go from styling the likes of Lady Gaga one day, to the newest member of the British Monarchy the next?
For the past 72 hours, the world’s eyes have focused on the wedding of Price William and Kate Middleton, now the Duke and Duchess of Cambridge. News sources have reported on the dignitaries and celebrities in attendance, the $35 million security detail required for such a momentous event, and even the unprecedented marriage seal of two kisses on the balcony of Buckingham Palace.
But, no one has really explained how the fashion house of Alexander McQueen was chosen as the royal family’s designer of record. Doesn’t it seem as though the two brands are diametrically opposed?
As I considered this apparent disconnect, a number of explanations went through my mind.
Americans are falling asleep at the wheel in record numbers. Air traffic controllers are dozing off on the job. Even Vice President Joe Biden couldn’t keep his eyes open during President Obama’s recent budget speech. This country has fallen victim to a major epidemic–boredom!
The boredom bug has also infected business. While attending a recent networking event, I worked the room to meet as many professionals as I could.
Introductions would go something like, “Hi, I’m Jonathan Fitzgarrald, what do you do?” The response would typically be, “Hey there, I’m Mary Jones, and I work at a bank,” or “Hi, I’m Eric Brown, and I work for a non-profit,” or “I’m Deborah MacIsaac, and I’m an attorney.”
Now was my turn to further the conversation, but neither Mary, Eric, nor Deborah had given me anything specific about who they are or what they do to suggest a follow-up question. Because their introductions were so generic, I quickly lost interest. Perhaps this is one of the reasons why so many professionals hate to network — it’s a chore!
So, what’s the cure to the boredom bug? Storytelling!
In 2009, film director John Lee Hancock faced a major dilemma. His movie, ‘The Blind Side,’ a real life story about a homeless and traumatized boy who becomes an All-American football player with the help of a caring mother, played by Sandra Bullock, was scheduled to open the same weekend as ‘New Moon,’ the sequel to ‘Twilight.’
How was Hancock going to position his movie in a way that would catch the attention of weekend moviegoers? Would he ultimately be able to recapture his $29 million investment or would this project turn out to be a flop and go straight to DVD?
Everyday, I coach professionals who face a similar dilemma — the threat of being commoditized. In an effort to position them properly, I inquire as to what differentiates them from their competition. In other words, what is it about their personal brand that could add value to a business transaction or solve a complex issue?