Communicating a Professional Brand

Ulla de Stricker

www.destricker.com

The Information and Knowledge Professional’sCareer Handbook: Define and create your success

Ulla de Stricker and Jill Hurst-Wahl

What We Will Cover

• Part One: Professional Fit• Part Two: Brands• Part Three: Telling Our Stories - the Value Message• Part Four: Professional Visibility• Part Five: Looking the Part

Basic Premise

• No matter how we earn our living, we are each and every one of us IN BUSINESS - individually or collectively (our personal brands vs. the brand of the employing organization)

• "If clients aren't buying, we don't eat"

• We compete in a social / corporate "economy" against …– Perceived convenience of the Internet– Never been to the public library … why start now?– Isn't the library where they keep the archival publications?– My boss doesn't require me to demonstrate I did research– Etc etc

Part One: Before Thinking about Brand - Let’s Think Professional Fit:

What am I, as a Professional?

• Awareness of innate strengths, preferences, and motivations can be helpful in choosing where to focus efforts and thus polish brand …

• … throughout our working lives

Defining our Professional “Leanings” through Questions

• Whether in school or mid-career, ask questions:

• What type of environment (non profit, public service, entrepreneurial, large firm, etc) appeals to me and why?

• Is there a subject area of particular interest (science, finance, law, public policy)?

• Is working with people or being alone at a computer the best fit for me?

• Do I crave structure/predictability or fast paced/no-two-days-alike work?

• What kinds of accomplishments make me proud?

Considerations

• When pondering the best “work match” - and thus for example the courses we take and the jobs we apply for - we might consider:

• Our own work personality• Features of various kinds of work• Our attitude to work life balance• Sources of satisfaction and red flags• Our natural roles

Work Personality

• Personality 1

• Desk totally neat, files organized• Likes long term schedules & plans, hates interruptions &

uncertainty• Prides self on perfection• Prefers the control of solitary work• Finds dealing with people stressful

Work Personality

• Personality 2

• Desk a mess, files NOT organized• Likes busy, chaotic days interacting with people• Loves trying new things• Copes well with ambiguity, not with rules and policy• Finds it a challenge to meet deadlines

Work Personality

• Each would likely NOT be comfortable in the other’s environment!

Work Features: A Match?

• Beck-and-call, client-needs-a speech-now vs. preparing a report over 6 weeks

• Preparing and defending a budget vs. testing latest software

• Pioneering e.g. social media use vs. conducting research

• Customer facing sales calls vs. responsive reference service

• Never-before project planning and execution vs. comfort zone of taxonomy expertise

Work Life Balance & Aspiration

• My work is my life vs. my work is how I provide for my life

• I’m always looking for opportunities to advance vs. I’m content where I am

• Engagement in professional associations is vital for me vs. I want to spend my free time with family

• I want to make a name for myself vs. I don’t want to sacrifice volunteer activities

Satisfaction vs. Red Flags

• It delights me when …• I can’t stand it when … • I always look forward to …• I dread …

• Such self knowledge “shapes” our choices over time … and feeds into our definition of our unique BRAND

Our Natural Roles

• Am I a natural …

• Leader/instigator/entrepreneur?• Go-to person/fixer/problem solver?• Trooper?• Mentor?• Etc

• Knowing our natural roles will point us in the direction of the ‘best’ roles for us – and help us formulate our BRAND

Part Two: Brands

• With clarity about our professional fit, we are ready to think about creating and communicating a professional brand

• But wait: What is our definition of a “brand” for an information professional?

Types of Brands: Product

• Mont Blanc pen

• Samsonite luggage

• Queen Mary cruise liner

• We have a sense what to expect

Types of Brands: Corporate

• We have a sense what to expect

Types of Brands: Association

• Belgian chocolate - pure & refined• German engineering - über quality• Scandinavian design - sleek and spare• Italian furniture - elegant• Australian chardonnay - robust• Fiji water - ultimate in clean • Kona coffee from Hawaii - best taste

• We have a sense "what it is"

Types of Brands: Occupation

• Interior Designer, Chef, Journalist, Accountant …

• Though we may not know any such people, the image of what is offered is shared culturally & well understood

• Our profession lacks such a shared image

• Therefore, we must work on projecting the image we want (EXAMPLE: "I am so worth the money!")

Individual Brands: Family & friends associate certain qualities with us

• Reliable friend, trusted advisor• Helpful neighbor, community supporter• Passionate environmentalist• Avid fan of U2• Organic foods advocate• Life of the party

• We may have different brands with different groups

Individual Brands in Peer Groups

• Through professional associations:

• Familiar figure at the podium• Always a good read• Can be counted on to work in a committee

• Association peers have a sense and expectation of our contribution - through direct observation or general social commentary

Example: Peer Brand

• Question: When you think of Ulla de Stricker, what comes to mind?

• Colleague 1:• Authoritative source of advice• Guru of Knowledge Management• Not afraid to take on challenges• Well connected in the information industry• And to me personally – a great friend and mentor

• Colleague 2:• All that, and add: Whirling Dervish

What about our "Client Brand"?

• Potential and new clients - even existing clients - may not be aware of the reputation we have among our own peers

• Client perceptions may therefore be quite different from how we perceive ourselves, based on peer input

• And while we can't do consumer style advertising/PR, we can pay attention to the impressions we create

Part Three: Telling Our Stories

• As we don't have sales agents, we are each responsible for communicating about our value

• Every day on the job as well as when we are looking for one

• Question: How and what do clients and potential employers know about my qualifications and capabilities?

• If I were the manager … would I hire me?

The Value Message

• Our stories are built around a concise articulation of the difference we make: I meet the employer’s or client’s needs because I am …

• A problem solver and ingenious innovator• A client service ambassador building strong & loyal

relationships• A technical wizard with a magic intranet wand• A skilled marketer and advocate

• Much as we may cringe, we must articulate!

Does it feel about this natural?

Communication Channels

• We "hand round" our resumes … but if potential employers/clients were to look us up on the internet … what would they find?

• An up to date and comprehensive LinkedIn profile?• A Facebook presence showing us in a positive light?• A website and/or a professional blog?• Publications and presentations made at conferences?• Pictures of a professional nature?• What else?

Managing the "E-Evidence"

• Everything "out there" bears witness to our professional stature … let’s control as much of it as we can

• Good practice to search own name periodically to check if mentions are appropriate (e.g. staff directory)

• Ensure "clean" social media presence• Work on the resume and profile - get help if needed

Written Evidence

• Everything we "leave behind" - from emails to reports to resumes - bears witness to our professionalism

• Some believe it "should not matter" if we use poor formatting and casual language with errors … but it does!

• Fortunately, it's easy to follow a set of simple tips

Written Brand: Visual

• A unique professional style applied to all documents can’t hurt (unless corporate style prevents it)

• Elements include font, colors, page setup, headers, graphic elements, etc

• Examples:

Needs Assessment, Research Information Center Submitted to

Jeremy HaltonVice President, Corporate ServicesCollingbury Inc

by Ulla de Stricker and Associates11 January 2011

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1.1 Study Process

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The cranberry and green colors print well in black/white: In some cases,recipients may not print in glorious color.

Written Brand: Language

• Professionals cannot afford sloppiness, errors, poor writing, etc

• The fact that an error in English usage is common … does not justify our repeating it!

• If grammar was never a favorite topic, there is much help to be had from usage experts

• 100 English Language Traps and Trip-Ups (free on my website under articles) - lighthearted inventory of common problems and associated memory aids - let me have your additions please!

Part Four: Invest in Professional Visibility for the (Evolving) Brand

• Desired reaction when resume hits potential employer’s desk: “Oh, I’ve heard that name … reputation for [leadership, problem solving, innovation, …]”

• Doing a superb job may not suffice when it comes to getting the next one; building visibility is a wise investment in our careers … from the get-go

• Example: Organizing career seminars while still a student

Professional Visibility: Examples of Means

• Theme: Stick the neck out!

• Write: Professional blog, group manager in LinkedIn, white paper, article for professional journal, book …

• Teach: If not in a formal program, offer to show team mates how to use a new tool …

• Volunteer: Serve as campaign leader/contributor, etc

• Mentor: Be a trusted colleague and sounding board for others

Professional Visibility: Examples of Means

• Theme: Show what you are made of!

• Show up: Take a role in associations of your choice … “just belonging” is not going to cut it

• Show leadership: When ready, run for office in the association

• Show initiative: Spearhead projects (e.g. in an association)

• Show dedication: For example, be the editor of a newsletter or take on recurring association tasks consistently over years

Part Five: Looking the Part

• Impressions are formed very quickly … let's not risk thwarting opportunity through less than professional appearance

• Some believe it "should not matter" how we attire and equip ourselves … but it does!

• Fortunately, it's easy to follow a set of simple tips

General Considerations

• At the interview or at work, appearance sends a message about the care we are likely to take on the job

• Consider the environment: Back office vs. client facing, down on the floor with the kids, customer expectations

• Many dress-for-success type books are available

• Common sense rules! We want attention on what we offer professionally - not on our fashionable outfit

Simple Rules - Women, Men

• If in doubt, dress "up & more conservative" • Natural fabrics/watch/jewelry materials only• Quality and classic style, e.g. avoid “dating” fads• Nothing tight, bunching, gaping, or revealing• No lettering or logos• Everything clean and in good repair • Perfect grooming, any long hair in a controlled style • Quality handbag/briefcase• Tattoos and piercings? Think it through …

No: Wardrobe/Bag• Women

– Open toed shoes/slingbacks– Flounces, large ruffles, sequins, metal– Vinyl fashion handbag or tote– Decolletage, sleeveless, short skirt, bare legs:

“The amount of skin a woman shows is perceived as inversely proportional to her authority and competence”

• Men – Sandals, bare feet in shoes, white socks– Wrinkled or torn anything– Jeans– Backpack

Yes: Signal Quality & Care

• In a job interview and a client meting, show further attention to detail and quality through …

• Classy notebook / portfolio binder (leather or ballistic nylon)• Quality pen (e.g. Cross) - worth it at $20

• Crisp everything (no dog ears)

• We want employers and clients to see us as embodiments of their own values

Bottom Line: We Owe Ourselves …

• Our clients get our full attention, dedication, and expertise• We deliver quality work, every time, ahead of time• They deserve the best from us …

• Would we deserve anything less?

Questions?

Thank You!

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www.destricker.com