Do Right By Your Brand

July 2009

"We ought never do wrong when people are looking."
Mark Twain

Wise words from America's revered and oft-quoted wit, but in our universe, people are looking all the time. Or perhaps more accurately, people can look any time. If you're capable of breathing and typing, chances are there's something about you online. Better to make it what you want it to be.

Does this mean the end of fun? Does this mean you can't be yourself? Absolutely not. But does everyone really need to know everything about you?

A personal brand is the best of you - both in your eyes and in the eyes of those you want connect with - be it a prospective client, employer or future mate. Here are a few tips for presenting the best you.

Why You Need a Web Site

Many job seekers are now consulting, and many long-time consultants are now looking for jobs. Employers may never hire back to pre-recession levels, especially in industries where it's easy to hire consultants.

If you're a consultant, you need a Web site. If you're a job seeker, you need a resume. But what if you're both? I anticipate many of you will be both for the remainder of your career.

Set up your own Web site so you control the look, feel, words and images. This gives you the opportunity to Include brochure-style marketing content as well as your career history. Have a downloadable resume, but one that reflects your image. Then add to this as your career progresses.

My client Jacqueline Sirota has done just that, and I'm pleased to have had the privilege to collaborate with her on this. With content and a tagline developed through the Blue Feet process, as well as some content of her own, she polished up her Web site and created a downloadable resume that is an excellent model.

If you're going to do this, do it well. Hire professionals to help you in areas outside your expertise, be it words, graphics, programming or photography.

How to Destroy a Thousand Words

Few things destroy credibility more than a bad headshot. I can't count the number of times I've read an article or blog online, clicked through, saw the author's photo and felt it all crumble. High-level professionals have high-level headshots, not snapshots.

I recently came across a photo on LinkedIn of a PR professional (not in my network) sitting in a fetching pose with wine glass and bottle all to herself. I'm not sure how this person has not yet gotten the memo, but apparently there are still some out there. If you know one, forward this along to them.

Here are a few headshot mistakes:

Sexy - Save the bare shoulders, exposed chest or cheesecake photos for intimate relations. These are not business photos unless your business is modeling, or worse.

Casual - Your college sweatshirt or baseball cap might be great for snapshots, but not for your headshot. The booze, well, do I really need to say it again?

Amateur - No standing against the wall or window with bad shadows. No grainy resolution or red eye. No party photos with someone's cropped-off arm hanging around your shoulder.

Business Casual in Social Networking

I was pleased that many readers of this newsletter responded to my Personal Branding Alert and got their own Facebook url. Now, what to do with it? I have to admit, I was not an early adopter of Facebook. I was stuck. Is it for my close friends with whom I would share anything? Or for work friends, colleagues and associates?

I've decided to approach Facebook as business casual, sharing the type of conversation I would over lunch with colleagues. This may be my favorite food, commentary on current events or what's happening with my business. But it won't be anything I wouldn't share with a room full of clients.

It's a matter of tone. LinkedIn is an excellent tool, but it is definitely the business suit or at least jacket-sans-tie version of online networking. Facebook is nice jeans and khakis. Both are ways to stay in touch with and consistently present yourself to your target audience, or those who could connect you to your target audience.

Now Facebook is beta-testing additional privacy controls. You'll be able to post content akin to hanging out in sweats for close friends, and khaki-clad, combed-hair type content for colleagues.

Regardless, the same rules apply to social networking as apply to e-mail and text (see article, right). If something is truly private, you might consider having a real live conversation, maybe even in person.

Hit Send for Scandal

Add South Carolina Governor Mark Sanford to the list of elected officials promoting my Effective E-mail workshop. Previously, I featured Mark Foley and cautioned about the dangers of IM.

Apparently, the Sanford e-mails to his chiquita in Argentina, released by a local newspaper, came from his private e-mail account. Who doesn't have something in their private e-mail they would not want the world to read? Who doesn't mix business and pleasure? My personal favorite is the E-TRADE baby.

While most of us will never be public figures or even spokesbabies, we should still consider the possibility that someone could read our e-mail, especially if you work in a corporate environment. My rule is, don't put anything in an e-mail or text you wouldn't want:

To hear read aloud in a courtroom

Your boss, colleague or HR to read

Read at a party of all your friends or family

Spread all over the Internet

The Los Angeles Times did a thorough article on the dangers of inappropriate e-mails, which included this: "Nearly 30 percent of employers have fired employees for e-mail misuse." If you think your staff or organization could use a refresher, I'd be happy to provide it.

Your Brand in a Bite or a Byte

Join me on Saturday, July 18, for a workshop on elevator pitches, hosted by the Independent Writers of Southern California (IWOSC). In print and in person, it's that first sentence or two that can make or break a connection.

If you prefer more personalized attention, we can set up a free half-hour consult to find out how you can benefit from getting your very own Blue Feet.

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