Communicating a Professional Brand Ulla de Stricker www.destricker.com

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Communicating a Professional BrandUlla de
Strickerwww.destricker.com
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The Information and Knowledge Professionals Caree
r Handbook Define and create your success Ulla
de Stricker and Jill Hurst-Wahl
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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

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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

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Part One Before Thinking about Brand - Lets
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

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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?

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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

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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

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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

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Work Personality

• Each would likely NOT be comfortable in the
  others environment!

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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

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Work Life Balance Aspiration

• My work is my life vs. my work is how I provide
  for my life
• Im always looking for opportunities to advance
  vs. Im 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 dont want
  to sacrifice volunteer activities

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Satisfaction vs. Red Flags

• It delights me when
• I cant 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

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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

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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?

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Types of Brands Product

• Mont Blanc pen
• Samsonite luggage
• Queen Mary cruise liner
• We have a sense what to expect

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Types of Brands Corporate

• We have a sense what to expect

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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"

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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!")

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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

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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

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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

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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

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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?

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The Value Message

• Our stories are built around a concise
  articulation of the difference we make I meet
  the employers or clients 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!

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Does it feel about this natural?
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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?

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Managing the "E-Evidence"

• Everything "out there" bears witness to our
  professional stature lets 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

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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

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Written Brand Visual

• A unique professional style applied to all
  documents cant hurt (unless corporate style
  prevents it)
• Elements include font, colors, page setup,
  headers, graphic elements, etc
• Examples

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• B
• B
• We have a sense and expectation of quality

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Needs Assessment, Research Information Center
Submitted to Jeremy Halton Vice President,
Corporate Services Collingbury Inc by Ulla de
Stricker and Associates 11 January 2011
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• The cranberry and green colors print well in
  black/white In some cases,
• recipients may not print in glorious color.

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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!

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

• Desired reaction when resume hits potential
  employers desk Oh, Ive 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

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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

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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

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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

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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

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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

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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

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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

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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?

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Questions?
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