so tell me about yourself: personal and professional branding for lis students and professionals
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© 2012 Kim Dority & Scott Brown
So Tell Me About Yourself –
Personal and Professional Branding for
LIS Students and Professionals
Scott Brown & Kim Dority
SLA Rocky Mountain Chapter
December 20, 2012
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© 2012 Kim Dority & Scott Brown
What is a brand
and
why should I care?
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© 2012 Kim Dority & Scott Brown
A professional brand is NOT about…
• Creating a phony “persona”
• Pretending to be someone you’re not
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© 2012 Kim Dority & Scott Brown
It IS about showcasing the best of who you are –
• Strengths in areas you care about
• Shaping others’ assumptions about your ability to contribute, add value
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You take your brand with you – no matter where you go
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Why your professional brand
is really important
to your career
© 2012 Kim Dority & Scott Brown
Provides stability and continuity in the midst
of workplace, economic chaos
© 2012 Kim Dority & Scott Brown
Helps shape how people are willing to let you contribute –
Should they trust your judgment?
© 2012 Kim Dority & Scott Brown
Positions you in the path of opportunity…
even when you have no idea
where those opportunities
will be throughout
your career
© 2012 Kim Dority & Scott Brown
You have a professional brand whether or not you “own” it….
…you must realize that if you aren’t managing your own professional image, someone else is. People are constantly observing your behavior and forming theories about your
competence, character, and commitment, which are rapidly disseminated throughout your workplace. It is only wise to
add your voice in framing others’ theories about who you are and what you can accomplish.
– Laura Morgan Roberts
© 2012 Kim Dority & Scott Brown
Key brand characteristics –
what should a professional brand
say about you?
© 2012 Kim Dority & Scott Brown
Competencies –
What do you do –
or are you learning to do –
really well?
© 2012 Kim Dority & Scott Brown
Standards –
What are your expectations of how you
deliver those competencies?
What level of performance should others expect from you?
© 2012 Kim Dority & Scott Brown
Style –
How do you communicate and
interact with others?
Not just first impressions, but your ongoing relations with classmates, co-workers, bosses, customers, etc.
© 2012 Kim Dority & Scott Brown
How do you start building
or continue to build your
professional brand…
while in college – and beyond?
© 2012 Kim Dority & Scott Brown
Think of all your interactions and connecting points….
• Co-workers
• Faculty
• Administration
• Advisers
• Mentors
• Guest speakers
• Fellow association/committee members
• Classmates
Then consider the impact of…
© 2012 Kim Dority & Scott Brown
• Your language
• Your clothing
• Your contributions as a student, co-worker, volunteer
• Your public communication, especially online
• Your attitude
© 2012 Kim Dority & Scott Brown
Pop quiz:
What’s
your brand?
© 2012 Kim Dority & Scott Brown
What core values do you want
people to associate
with you?
© 2012 Kim Dority & Scott Brown
What passions do you want
to go public with?
© 2012 Kim Dority & Scott Brown
What talents and skills
do you want others
to think of when they think of you?
© 2012 Kim Dority & Scott Brown
What if you’re just
starting out in
your career?
© 2012 Kim Dority & Scott Brown
Easy to work with,
plays well with others
© 2012 Kim Dority & Scott Brown
Strong team participant,
whether as leader
or team member
© 2012 Kim Dority & Scott Brown
Enthusiastic and energetic –
Someone who contributes
positive energy to the
work environment
© 2012 Kim Dority & Scott Brown
Someone whose judgment
can be trusted
© 2012 Kim Dority & Scott Brown
Reliable –
• Meets deadlines
• Willing to help others
• Handles pressure well
• Shows up ready to engage, physically and mentally
© 2012 Kim Dority & Scott Brown
Confident enough in your
own skills and knowledge to
understand and respect
the value of others’
© 2012 Kim Dority & Scott Brown
Key take-away…
The quality of the opportunities you get correlates directly to the work you’ve done building your personal brand.
Strong brand builders get great mentors and solid networks, and those tools, in turn, build stronger brands.
In a world where there are no more corporate ladders to land on, your brand is the platform your career will stand on.
- Penelope Trunk, author/career columnist
© 2012 Kim Dority & Scott Brown
Bottom line:
Who do you want the world – especially potential employers –
to know you as?
© 2012 Kim Dority & Scott Brown
Social tools give you another means of building your brand in
the world
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Social Media and Branding 101
Using social media to build
professional visibility
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Branding with social tools
• Visibility, awareness, access
Layers of presence and visibility
Multiple access points to you
• Reinforce YOUR brand
Demonstrate your expertise, knowledge, personality
• Enhance opportunities and “serendipity”
Attract potential employers, colleagues, and clients to you
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Owning your brand – and your future
• What are your passions?
• What are your skills?
• What do you want to learn?
• What do you really want?
• Where do you want to grow?
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And so…
How can you demonstrate your passions and your expertise?
• LinkedIn?
• Blog?
• Tweet?
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Which is best for you?
• “Resume or CV on steroids”
• Connection is key
Blogs
• Professional online journal
• Content is key
• Personal news feed
• Connection, content and speed are key
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© 2012 Kim Dority & Scott Brown
What would you share?
• Articles, books, reports, items of interest (not just your stuff)
• Resources
• Services
• Interests
• Promote others’ events, content
• Interesting stuff
• Fun stuff
Most importantly: Add your perspective – this is what makes you stand out
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© 2012 Kim Dority & Scott Brown
Owning your brand – and your future
MAKING yourself relevant
by SHOWING UP
and DEMONSTRATING your
PASSION, VALUE, and EXPERTISE
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© 2012 Kim Dority & Scott Brown
Resources The 10Ks of Personal Branding. Kaplan Mobray, iUniverse, 2009.
Career Distinction: Stand Out by Building Your Brand. William Arruda and Kirsten Dixson, Wiley, 2007.
Get Slightly Famous. Steven Van Yoder, Bay Tree Publishing, 2007.
Me 2.0: Build a Powerful Brand to Achieve Career Success. Dan Schwabel, Kaplan, 2009.
Managing Brand You: 7 Steps to Creating Your Most Successful Self. Jerry S. Wilson, AMACOM, 2008.
Self-Promotion for Introverts: The Quiet Guide to Getting Ahead / Nancy Ancowitz, McGraw-Hill, 2009.
You Are a Brand! How Smart People Brand Themselves. Catherine Kaputa, Davies-Black, 2006.
© 2012 Kim Dority & Scott Brown
What are your next three steps?
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#1: Evaluate your current brand #2: #3:
© 2012 Kim Dority & Scott Brown
Questions?
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© 2012 Kim Dority & Scott Brown
Thank you!
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Please don’t hesitate to contact us!
kimdority@gkdority.com
scott@socialinformationgroup.com
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