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Updated May 2008

Do Good Guides are designed to take you and your organization to a higher level. Jam-packed with practical information that is designed to broaden your knowledge and give you a competitive advantage, Do Good Guides bring you profound ideas and practical tools from the social sector’s top thinkers.

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Just as certain thoughts pop into people’s heads when they think of

“iPod” (1,000 songs in your pocket) Or “Subway” (Eat Fresh), when people

thing of you, as a professional, they should think of your “Brand.” Can you

brand a person? Of course! What do you think of when you think of

Michael Jordan? Great basketball player, good jump shot, shoes, etc. What do

you think comes to mind when people think about you? If you don’t know, it

is time to find out. In this Do Good Guide, you will learn how to create your

own “personal brand” and carry it through as your career identity.

Do Good Guide Branding Yourself for Personal and Career Success

Do Good Guides www.DoGoodGuide.com

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Brand U

In 1999, Tom Peters wrote the book The Brand You 50 Or : Fifty Ways to Transform Yourself from an 'Employee' into

a Brand That Shouts Distinction, Commitment, and Passion!. The summary from Tom’s website

www.tompeters.co.uk explains it all in a nutshell:

"If there is nothing very special about your work, no matter how hard you apply yourself you won't get

noticed, and that increasingly means you won't get paid much either. In times past you could be obscure yet

secure—now that's much harder."

Moving forward in today’s ultra competitive workforce requires diligence in managing every part of your

professional image.

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These days before anyone meets anyone,

they run straight to Google to check out

their web presence. Managing your presence

on the web is one of the most important

ways to manage your brand. To begin

managing your web presence, Google

yourself. For a good start on your internet

image, look for the following clues:

1) You should appear somewhere on the first page of results.

2) Posts that mention you should be related to professional work, and not embarrassing photos from college

parties.

3) Topics that should appear in search results include articles written, previous media interviews, references

to jobs and internships, and professional networking affiliations. Remove content that is unrelated to work

if you can. If removal is contingent on help from others, respectfully request that they remove content.

Also, to push less relevant content below the first page, create newer, more relevant content and focus on

moving it up in search results by back links and references from others.

You might be surprised what you will find, and your search-engine entries will change over time as people pick up

and post work you may have done years ago, or never take down old web pages.

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The Google Factor

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Pre-Emptive StrikeYou can enhance your online identity beyond high school newsletters and college sports score

reports. Join online forums in your area of expertise and contribute regularly or start a

professional blog.

Some examples of professional blogs:

www.newvoicesofphilanthropy.orgThis is my blog which covers issues of generational change in the philanthropic sector and more broadly trends

in philanthropy. This includes a wide range of topics from how professional training programs in philanthropy

are creating a younger applicant pool for foundation positions to how Google is revolutionizing the concept of

philanthropy.

www.nonprofitmarketingblog.comKatya Andresen’s marketing blog focuses on stealing corporate marketing strategies for the social good or the

Robin Hood marketing strategy. It contains tons of great tips about direct mail and email fundraising

campaigns, leadership strategies and more. The best piece of advice is to ask yourself “Are you a stalker?” A

blunt, but useful piece of advice for nonprofit professionals who might be wearing out their welcome with

donors, constituents, and the media without knowing it.

fromthepipeline.blogspot.comPerspectives from the Pipeline is a blog by Rosetta Thurman, a young nonprofit leader. The blogger and

contributors focus on motivating the next generation of nonprofit professionals to persevere in contributing

to changes in nonprofit leadership. Rosetta has taken her blog to the next level by contributing posts to well

known nonprofit blogs and starting her own talk show on blog talk radio.

Do Good Guides www.DoGoodGuide.com

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How to Build an Online PresenceBecause internet presence has become a relatively new area of importance in job hunting and networking,

there are few books or print resources on the subject. A few blogs offer constructive advice about how to

establish a good online presence if you do not already have one.

A blog by a philosophy student in Toronto, Doshdosh.com provides tips and tricks for internet networking and

marketing. The blogger uses an example of a professional in the art field and describes three basic things to do to

establish an effective online presence:

1. An Art forum/social network. In order

to position myself as a leader in the specific field, I

should create communities which will allow me to

attract large amounts of interested industry

participants. This pull-strategy allows you to not

only keep on top of happenings in the specific field

but befriend a large amount of people who will be

likely to support your future initiatives. This is a

social branding strategy.

2. Multiple Niche Art Sites. I’ll narrow

down my art interests to build sites that focuses

entirely on specific art forms (e.g. Renaissance art). My goal is to make each site a definitive resource. This will of course

involve conscious targeting and ranking of multiple keywords which will spread my name throughout a specific topic field

in search engines. Search engines will provide you with organic traffic and is a means to pick up a lot of relevant

contacts. This is a search-oriented strategy.

3. General Art News Blog. A news blog is a good way to develop visibility, especially if there are no real

competitors in the niche. I would make it a multi-author blog and I’ll invite the friends I have (including the ones I’ve met

online) to write for it. A news blog frames you in the mold of a journalist. As a member of media, you’ll usually get access

to launches, exhibitions, events and networking parties. This is a network-development strategy that’ll allow you to build

your contacts offline.

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Monitoring your Online Presence

Depending on how active you are online, you may or may not be concerned about your online presence taking a quick downward spiral. If you post on many forums, blogs, etc. you might want to consider helpful tracking tools that alert you when something new is posted about you.

Google AlertsThis is a free tool from Google that you can customize to scour various online services to find postings about you. You can configure Google Alerts so that it categorizes messages for easy reading. You can save or delete messages after you read them. Pro: it is free. Con: it may not be as thorough as other tracking software.

TrackurA fee-based tracking system that is highly customizable, Trackur allows you to set up searches based on keywords and keyword combinations. Your searches can be delivered to you via email or RSS feed. Pro: extremely thorough, customizeable, flexible Con: you have to pay for the service.

Monitor ThisTwenty-two search engines are searched by this software. Pro: comprehensive list of search engines used. Con: must know a bit about coding to make it work best for you.

NaymzSimilar to Trackur, though less expensive, a great feature of Naymz is that it allows you to keep track of all of your different web presences and monitor their content in an easy manner. Pro: if your reputation is being trashed, Naymz offers a “cleanup service.” Con: fee-based, but less expensive and more comprehensive than some fee based programs.

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Using Your Resume for Branding

Regardless of the type of resume you

create, a number of key elements

overlap all successful resumes.

1) Contact information is easy to find—many ways of contact provided including home phone, cell phone,

professional email (not something like partyon@aol.com), and address.

2) Work history descriptions are concise, precise, thorough, and do not over-use modifiers like very,

extremely, really, etc. Descriptions are written in active voice. –Prepared monthly marketing reports,

rather than –Monthly marketing reports were prepared.

3) Resume does not contain any typos, misspellings, or grammar mistakes.

4) Focus is on accomplishments rather than responsibilities. Example: planned and implemented three

large fundraising events, completed three direct mail campaigns each year and oversaw membership

renewal mailings. Instead of: responsible for fundraising.

5) Contains juicy, descriptive words that relate to your specific field of work.

While many of the above tips seem like common sense, entering the job market again after several years, you

will find that things continually change. Resumes are not just for job hunting. If you are asked to speak at a

conference or meeting, you may be asked for your resume as well, so it is always a good idea to keep a current

copy on hand.

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For a funny, practical how-to guide for

professional email communication, check out

The Bliss or "Diss" Connection?: Email

Etiquette for the Business Professional by

Cherie Kerr and Jim Doody. Covering topics

such as grammar, tone, subject and more, the

book is a must-have for anyone

communicating largely by email. Kerr explains

that the most important part of managing loads

of email is to avoid the “Diss” factor. She

explains that by not responding to email within

a reasonable amount of time, the sender will

feel ignored, dismissed, and will potentially go

away. She also mentions that “Diss” can also

mean “distance” and it is important to realize if

your emails are creating distance between you

and your constituents, and putting a stop to it if

they are.

Email Tips

• Don’t send something that you wouldn’t say in person or that you are afraid may be forwarded

• Use spell check and use real words (no IM shorthand at work)

• If you email is going to be more than a paragraph long, call instead

• Avoid sending urban legends and fuzzy puppy dog e-cards to co-workers

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Email Branding

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Even if you have corresponded with someone via email or mail, your first phone conversation will establish an impression in the person’s mind as well. The way you handle the phone call-whether you initiate it, or answer a responding phone call means a lot. The website http://www.selfgrowth.com/articles/laskowski3.html offers great tips on handling phone calls. The author, Lenny Laskowski, also has his own website: http://www.ljlseminars.com/ where he helps people with public speaking tips. Phone etiquette may seem like a no-brainer, but these five tips will help you use the phone to your advantage.

1) If you must put someone on hold, first ask them if they are willing to hold, then tell them what you will be doing while they are on hold, and always be sure to thank them for holding when you pick up again.

2) Always have a pen and paper handy when you answer the phone. You will be able to take notes during the conversation in order to summarize and complete tasks after the conversation.

3) Return phone messages within a day, and if possible, sooner. 4) When you call someone, always ask if it is a convenient time for him to talk, and if they say no,

schedule a different time to call. 5) Practice active listening. Once someone has asked you to do something, repeat back to her what

she asked. Example: I understand that you would like for me to copy the files for you and have them on your desk by Monday at 9:00 am. Is this correct? If the person says that is not correct, simply ask them what they would like and start the process again. Active listening helps the speaker know that you are hearing and understanding what they are saying.

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Phone First Impressions

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Meeting Face to Face

Meeting someone in the professional realm for the first time is about as nerve wracking as a

first date. To make your first meeting go smoothly, try the following tips:

1) Learn as much as you can about the person you are meeting (Google them).

2) Learn about the culture of the organization you are visiting, use your contacts from

services like LinkedIn to get some relevant background.

3) Dress appropriately.

4) Arrive prepared with note-taking materials, resume, portfolio, or materials needed for

the meeting.

5) If you will be giving a presentation, prepare and practice.

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Dressing for Success

The popular British show-turned book-turned TLC show-turned juggernaut actually gives good advice about how to dress professionally. Sadly, it must be noted, that many of the participants on the American show are folks turned in by their co-workers for dressing inappropriately or sloppily. Obviously, some people need help picking out their outfits—just like in kindergarten! But really, proper dress goes a long way in the workforce.

The website http://www.fakinggoodbreeding.blogspot.com is an excellent resource on etiquette, fashion, etc. for a young professional.

A top tip from the blog is: Dress to fit in with the atmosphere of your workplace. If business casual is the norm at work, wearing a suit everyday will make you stick out like a sore thumb. For the first few days on the job, though, do not dress too casually, even if the boss wears flip-flops. When preparing for an interview and deciding what to wear, do some research on the company. If casual dress is the company norm, nice slacks and a blouse or dress shirt is more appropriate that a suit and tie.

If you are terminally fashion-impaired, shops like Nordstrom and Macy’s offer professional shopper services for free. Engaging a professional shopper will actually save you money because the professional is, well, professional. He or she will help you choose a mix and match wardrobe that is versatile, fits your budget and helps project the image you hope to portray. Personal shoppers also have access to pre-season sales to help you get a jump on the latest styles. (The “Secret Room” at the pre-sale for Nordstrom’s Semi-Annual Sale is SO worth it!)

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Actions Speak Louder than Words

Part of adopting a professional personal brand is the way you conduct yourself. QuintCareer.com offers great

tips for the first few months with a new job or new group of professional acquaintances. Here’s their advice:

The first few weeks on a job are crucial to your success. Your co-workers, supervisors and direct reports will

all form lasting opinions based on their first few interactions with you. Important things to keep in mind for

the first few days and weeks on the job:

1) Be friendly, but not intrusive. Talk to your coworkers and ask them about their jobs. Stay away from

asking about office politics.

2) Dress professionally and similarly to those around you so that you blend in and your outfits do not

distract from your work.

3) Work full days—avoid arriving as the clock chimes 8:00 and leaving promptly at 5:00 pm. A couple of

extra minutes on either site of starting and stopping work go a long way.

4) Take initiative to ask questions, seek work and understand established processes. Keep notes on things

to improve, but do not suggest a laundry list of improvements after your second day.

5) Keep personal business out of the workplace. Arrive at work ready to focus on the tasks at hand.

Personal habits matter in the workforce as well. Examine habits that might detract from your professional

appearance like chewing on pens, playing with hair, tapping your foot, etc. and correct them.

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Branding Books Worth ReadingVisit any bookstore and you will find lots of hype in the branding section. We are here to help you cut through the clutter. Here are some of our favorites.

Brand Yourself: How to Create an Identity for a Brilliant Career by David Andrusia and Rick Haskins

The Dip: A Little Book That Teaches You When to Quit (and When to Stick) by Seth Godin

Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath

Make a Name for Yourself: 8 Steps Every Woman Needs to Create a Personal Brand by Robin Fisher Roffer

The No Asshole Rule: Building a Civilized Workplace and Surviving One That Isn't by Robert I. Sutton

What Got You Here Won't Get You There: How Successful People Become Even More Successfulby Marshall Goldsmith and Mark Reiter

Website Extra Creditwww.garrreynolds.com

From Garr: “Once you formulate your brand, it will serve as the basis for everything that connects people to your brand, both logically and emotionally. Brand is soul deep. Your image is important, of course, but an image is just a reflection of your brand and your core values. Remember: the idea of branding yourself goes far beyond promotion and marketing yourself to others.”

personalbrandingblog.wordpress.com

“The goal of personal branding is to be recruited based on your brand, not applying for jobs.”-Dan Schawbel of Personal Branding Blog

www.fastcompany.com/magazine/10/brandyou

This article “The Brand Called You” is one of the most informative article that we have been able to find. From the article, “Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”

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A note from the Do Good Guide’s Founder:I hope you have found this guide a useful tool as you begin this journey of investing in your own growth and development. In this economy, is is unlikely that you will be at one organization for your entire career. As we become a country of free agents, it is more and more important that you manage your personal brand. I challenge you to take some time to think about what your personal brand is and the best way to communicate that brand. Send me an update and let me know how you have started communicating your brand. Pretty soon there will be legions of nonprofit professionals that are as well branded as Oprah or Michael Jordan. I can’t wait to see it.

Best wishes for your future success, Trista Harris- Do Good Guide Founder

P.S. There are more Do Good Guides to help you become a social sector guru coming soon. Check back at www.DoGoodGuide.com and send me your suggestions for future guides at trista@DoGoodGuide.com

Do Good Guide-Branding Yourself for Personal and Professional Success

Marketing Your Brand

All of the tips, tricks and points discussed in this guide are designed to help you build the image you would like to project to the world. Your specific field of expertise will determine what skills you learn; however, presentation and etiquette are necessary for all fields.

Once you create your professional image, market yourself. As discussed earlier in the guide, participate in professional networks, put your name out there. If you are posting online or speaking at a conference, have professional headshots taken for use. Pay for a variety of photographs, so you do not need to use the same one every time.

The tips from this Do Good Guide will help you create your personal brand for the professional marketplace. Days of twenty year loyalty to one company or organization are gone. It is up to each of you to look out for yourself, and acquire the skills needed to help yourself advance in your career.

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