Communicating a Professional Brand U lla de Stricker destricker

1. Communicating a Professional BrandUlla de Strickerwww.destricker.com

2. The Information and Knowledge Professional’s Career Handbook: Define and create your success Ulla de Stricker and Jill Hurst-Wahl

3. 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

4. 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

6. 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

7. 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?

8. 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

9. 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

11. 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

13. Work Personality • Each would likely NOT be comfortable in the other’s environment!

14. 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

17. 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

18. 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

19. 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

20. 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?

21. Types of Brands: Product • Mont Blanc pen • Samsonite luggage • Queen Mary cruise liner • We have a sense what to expect

22. Types of Brands: Corporate • We have a sense what to expect

23. 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"

24. 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!")

25. 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

26. 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

28. 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

29. 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

31. 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?

32. 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!

33. Does it feel about this natural?

34. 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?

35. 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

36. 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

37. 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:

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

40. 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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42. 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!

43. 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

44. 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

46. 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

47. 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

49. 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

50. 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 …